Customer Experience Matrix

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ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). Another two (Everstring and ZenIQ) didn't fall into the Execution group but came close.

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VEST Report: Analytics Tops List of Upgraded Marketing Automation Features

Customer Experience Matrix

I finished the latest release of the B2B Marketing Automation Vendor Selection Tool (VEST) yesterday, which is always a great relief. What I did for my analysis was look at changes in vendor scores for the 200 items that go into the VEST data. Happily, I did find something intriguing, at least to my obviously-biased eyes.

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Aginity Puts a Customer Data Platform on an Analytical Appliance

Customer Experience Matrix

When your only tool is a hammer, everything looks like a nail. Functionally, the system is organized into layers for data loading, database management and analytics, and data consumption, which is exactly the model you’d expect from a CDP. Aginity also provides some analytical and customer management features of its own.

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Build vs Buy Your Customer Data Platform?

Customer Experience Matrix

The build vs buy debate has existed as long as packaged software itself. That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists. Many purchased CDPs use exactly the same tools.

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Understanding Adobe Real Time CDP

Customer Experience Matrix

In fact, I’ve recently seen several situations where the CDP is primarily an access tool that connects a master data store to marketing systems. Adobe’s combined solution does meet the CDP Institute definition of a CDP: packaged software that builds a unified, persistent customer database accessible to other systems.

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Customer Data Platforms vs Master Data Management: How They Differ

Customer Experience Matrix

On the practical level, MDMs are primarily tools that IT departments buy to improve data quality and consistency. Going back to practical differences, most CDPs have standard connectors for common marketing data sources, analysis tools, and execution systems. So the boundary remains blurry.

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Dashboard Software: Finding More than Flash

Customer Experience Matrix

To give myself a bit of a break without moving too far afield, I decided to research marketing dashboard software. Dashboards aren’t intended for detailed analysis, or even great precision, but rather summary information, abbreviated in form and content, enough to highlight exceptions and initiate action.”

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