Customer Experience Matrix

MAY 16, 2007

More news from the mobile marketing front: AOL yesterday announced it had acquired Third Screen Media , which will operate as part of its Advertising.com www.advertising.com subsidiary. Basically this illustrates the continued convergence of mobile with other digital advertising.

Mobile Advertising 120

Mobile Advertising Advertisements Advertising Acquisitions 120

Customer Experience Matrix

MARCH 4, 2014

So we are indeed seeing an expansion of marketing automation along two dimensions: beyond email to media such as paid advertising and Web personalization, and down the funnel towards customer growth and retention. I still do expect to see marketing automation systems move up-funnel towards acquisition.

Top of Funnel 120

Top of Funnel Advertising Funnels Paid Search Agency Display 120

Customer Experience Matrix

DECEMBER 18, 2012

I don’t claim any particularly deep insights into the latter: they'll continue to adapt to new media and buying habits, I guess. This means they don’t help other marketers who do lead acquisition and marketing administration (planning, budgeting, project management, etc.).

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

MAY 8, 2018

This would inevitably lead to smaller firms being excluded from data acquisition. A similar example of market-imposed discipline is contract terms proposed by media buying giant GroupM , which requires publishers to grant rights they might prefer to keep.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

SEPTEMBER 30, 2016

It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation. It has its own matching algorithms to associate related data from different sources. A system with 10 million profiles might cost $250,000 to $300,000 per year.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 1, 2010

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. Tags: demand generation marketing automation social media online marketing.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

JULY 22, 2011

The folks at HubSpot have been busy this summer, announcing their acquisition of Performable in June and their HubSpot App Marketplace last week. Acquisitions, on the other hand, can be strategically decisive. Performable also has existing connectors with a variety of social media, help desk, email, billing, chat and CRM systems.

Hubspot 120

Hubspot Marketing Automation Services API Salesforce.com 120

Customer Experience Matrix

JANUARY 22, 2013

GroSocial is an interesting acquisition: about it three years old, it has about 20 employees and more than 25,000 customers. The deal makes sense and will help Infusionsoft expand its social media capabilities, which have been limited. Infusionsoft today announced it has acquired social lead generation vendor GroSocial.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

APRIL 11, 2011

Scalability was covered [X+1] itself, which announced extension of its Media+1 audience targeting platform to combine information from direct media buys and ad exchanges. I’ve skipped some of the subtleties of the Media+1 product. Of course, the big exception is acquisition, which seems like a pretty big exception indeed.

Conference 120

Conference Advertising Channels Ad Frequency Ad Exchange 120

Customer Experience Matrix

DECEMBER 1, 2017

But the usual whining about their power from competitors and ad buyers has recently been joined by increasing concerns among the public, media, and government. no Customer Data Platform acquisitions. I fully expect acquisitions to happen – oops, another prediction – but not very soon. They should know better. -

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

OCTOBER 15, 2015

These were typically sourced from public information such as Web sites, job postings, and social media. In some ways, this isn’t such a huge leap: Everstring and several other predictive marketing vendors have long assembled large databases of company and/or individual profiles.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

MARCH 24, 2015

Of course, the products have all been modified to some degree since their acquisitions. Well, wrap your head around this one: Media Optimizer, Adobe’s online ad manager (a.k.a. But each still has its own data store, business logic and execution components. Confused yet?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

FEBRUARY 2, 2010

It’s self-evident that digital marketing (mostly on the Internet, but also mobile, in-game, and eventually interactive TV) is a major change from both traditional mass media and more recent database marketing (mail, email, telemarketing, CRM). This is an important topic, so I thought I’d return for a closer look.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 4, 2012

Concretely, this refers to centrally-created marketing materials that are automatically personalized for individual sales people; desktop and smartphone alerts for Web activity by sales targets; and creation of personal Web sites, landing pages, and social media accounts.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

MARCH 8, 2011

In many ways, this investment strikes me as more significant than last year’s acquisitions of Unica by IBM and of Aprimo by Teradata , which were widely touted as “validating” the concept marketing automation and involved vastly more money ($1 billion combined). But if Salesforce.com likes what it sees, who knows where that will lead?

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120

Customer Experience Matrix

JUNE 29, 2011

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. The IMH sports a slick user interface with a very nice dashboard showing real-time updates of summary statistics for each channel.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? Marketing process: describe your current methods for customer acquisition, relationship development, and retention. Marketers are marketers.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

APRIL 25, 2013

In February, Causata introduced prebuilt applications for cross-sell, acquisition, and return programs in financial services, communications, and digital media. The vendor says a typical implementation starts with three or four data sources and is deployed in about 30 days – very fast for this type of system.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MAY 25, 2007

But as I reflect on the really big recent acquisitions -- Google / Doubleclick , Microsoft / aQuantive , WPP / 24/7 Real Media – I wonder whether the real heavyweights will be the Web advertising vendors.

Enterprise Management 120

Enterprise Management Marketing Management Paid Search Agency Doubleclick 120

Customer Experience Matrix

AUGUST 21, 2009

Neither group has meaningfully integrated social media monitoring and interactions beyond making it easy to share posts to Twitter and Facebook , although Alterian ’s Techrigy acquisition (see my related blog post ) and Pedowitz Group ’s Sweet Suite (see yesterday's post ) are steps in that direction.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JULY 3, 2017

I’m still chewing over the role of “walled garden” vendors including Google, Amazon, and Facebook, and in particular how most observers – especially in the general media – fail to grasp how those firms differ from traditional monopolists. Of course, there’s nothing to prevent the network vendors from launching subscription services.

Work Management 68

Work Management Personalization Effectiveness Marketing Management 68

Customer Experience Matrix

SEPTEMBER 2, 2011

In fact, I’d say most people's biggest computer-related problem today is social media overload: people need better ways to structure and filter their social messages, not ways to get more of them. Perhaps RPM is a way for marketing automation vendors to attract Salesforce's attention as a potential strategic acquisition.

Enterprise Management 120

Enterprise Management Marketing Automation Services Salesforce.com Work Management 120

Customer Experience Matrix

OCTOBER 18, 2007

By contrast, many Neolane competitors have added these three functions at least in part through acquisition. Personalization works the same across all media: users embed selection rules within templates for email, Web pages and other messages. This often results in less-than-perfect integration among the suite components.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

JUNE 17, 2019

Because the marketing clouds are built from acquisitions that remain technically separate, integrations for each component are developed and delivered in whatever sequence the vendor thinks best. A rigorous, requirements-based acquisition process will often favor the existing CDP vendors, whose products are proven and mature.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

MARCH 19, 2014

Digital marketing technology vendor IgnitionOne today announced its acquisition of email and audience management vendor Knotice. These deals also reflect some other trends beyond acquisitions. Both vendors are listed in Raab Associates’ Guide to Customer Data Platforms in the “audience management” category.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Buy Advertising Agencies 120

Customer Experience Matrix

JUNE 18, 2017

Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels. Alternate Routes. Like Dickens’ Ghost of Christmas Future, I’m only showing you what might be.

Amazon 212

Amazon Paid Content Buy Marketing Management 212

Customer Experience Matrix

DECEMBER 6, 2011

On the other hand, Alterian did have some SaaS components to its business, notably SM2 social media monitoring (formerly Techrigy). Alterian also had a bold vision of extending beyond traditional campaign management and analytics to include marketing resource management and web content management as well as social media.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Marketing Automation 120

Customer Experience Matrix

NOVEMBER 20, 2012

The postal equipment giant has aggressively moved to become a provider of “customer communication technologies”, making 83 acquisitions costing $2.5 Dialogue provides a drag-and-drop flow builder with a broad range of capabilities to manage data, direct data flows, send messages, and access social media. billion since 2000.

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

JANUARY 14, 2019

By contrast, leading and mainstream departments had similar responsibility levels for traditional marketing activities such as automation rules, data acquisition, and analytics. 987 respondents recruited by email and social media. It’s important to qualify this message. So clearly success is possible under other arrangements.

Customer Surveys 149

Customer Surveys Marketing Attribution Enterprise Management Personalization 149

Customer Experience Matrix

OCTOBER 2, 2011

In concrete terms, it involves blogging, search engine optimization of Websites, and social media messages. This involves strengthening its “middle of the funnel” tools for more powerful email, better segmentation and content selection, and enhancing lead profiles with data from social media. Again, granted.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

FEBRUARY 23, 2011

Yesterday's acquisition of AssetLink by SAS has prompted me to finally write about MarketingPilot , a vendor I've been following since its launch nearly ten years ago.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

AUGUST 18, 2016

Important data types include - companies (accounts), - contacts (people), - events (mergers, acquisitions, management changes, new products, etc.), - intent (based on content consumption) - technologies used (at the account) Select Targets Target Scoring Vendors in this category use statistical techniques to select target accounts.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

FEBRUARY 17, 2011

Small-business email provider Constant Contact yesterday announced the acquisition of "social CRM"* vendor Bantam Live. This is a major expansion for Constant Contact, placing it more squarely into competition with CRM and marketing automation vendors.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Contact Marketing 120

Customer Experience Matrix

MARCH 29, 2010

As I mentioned in my post on PegaSystems’ acquisition of Chordiant , I’ve been planning for months to write about the thinkAnalytics recommendation system. Its client list is weighted towards very large firms – Vodafone, Virgin Media, Sky, orange, Lloyds TSB, and Alcatel-Lucent among them – who require this sort of volume.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

OCTOBER 18, 2012

As I noted in yesterday’s post , B2C marketing systems like Epiphany have actually been more popular acquisition targets than B2B products. It might wait longer for media such as direct mail, where there are significant economies of scale. A new user interface is planned for next year.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

DECEMBER 14, 2006

One is that the three major stages in the purchase cycle—marketing (acquisition), sales (purchase) and service (use)—each have different natural organizations. (That’s what happens when you’re stuck on a plane.)

Lead Ranking 120

Lead Ranking Work Management Cross-Selling Marketing Management 120