Customer Experience Matrix

SEPTEMBER 18, 2023

I’ve already published my primary analysis on the Institute site (you can download it here ) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. How is external data best integrated with a conventional CDP? After all, nothing’s more fun than tweaking the nose of authority.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

AUGUST 27, 2015

This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts. Content analysis requires the ABM or predictive system to be aware of the topics of the content being consumed.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

JANUARY 5, 2017

What’s new about Optibot is that defining microsegments and picking the best campaign actions per segment have now been automated. If it finds that different actions work better for different clusters, it will assign the best action to each group. (In See my original Optimove review from three years ago (!)

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

MAY 17, 2016

This may not sound very significant but many marketing automation databases didn’t even have a distinct account object until recently, making account-based analysis difficult and unreliable at best. Account based lead scoring is also a relatively recent improvement that still isn’t universally available.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

JANUARY 1, 2019

Salesforce is a marketing suite vendor but it purchased (and so far is selling) Datorama as a marketing performance analysis tool. But all will become more educated about true CDP requirements and many will find that these are best met by a separate product. Yet neither deal is a simple as a large marketing suite adding a CDP module.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

JULY 17, 2015

Segment-based systems work best when only a few choices are available. To do that, it’s not a choice between individual and segment level analysis. Those are cases where getting precisely the right content in front of the customer is much more effective than offering everyone the most commonly-selected items.

Segmentation 120

Segmentation Work Management Analytics Automation 120

Customer Experience Matrix

JULY 9, 2009

Devlin's term for this is “emergent prototyping”, a trial-and-error process of reworking an analysis until it produces something useful. This difference in perspective has some impact on judging what matters in a business analysis tool. Tags: barry devlin lyzasoft data analysis business intelligence software data warehouse.

Paper 120

Paper Business Analysis Software 120

Customer Experience Matrix

FEBRUARY 16, 2012

Left Brain and itsclients are eager for the optimization work because many of their programs havenow passed their initial deployment and need this sort of analysis and tuning. As B2B marketing automation technology worked through its initial deployments, the industry needed best practices to ensure successful implementation.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 19, 2016

that Return on Investment analysis originated at DuPont in 1912?) In true JOE fashion, the system selects the best treatment in each situation rather than pushing customers down predefined campaign sequences. I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

APRIL 15, 2014

I do this analysis for my clients so we can be sure to find marketing systems that are consistent with their business approach and resources. Methods to meet them are technology options, such as integrated suites, best of breed systems, and platforms-and-apps. Nor, alas, can a framework force you to make the best choice.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

NOVEMBER 27, 2013

Or the data can be published using other Aginity tools that create data marts for external analysis and execution systems. The publishing tools can be run by a marketing analyst, although Aginity says most clients let IT staff use them so IT can enforce quality standards, governance rules, backup management, and similar best practices.

Marketing Management 120

Marketing Management Ideal Customer Profiles Analytics Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 24, 2016

Once the machines had been optimized for electric motors, and factories had been redesigned to make the best use of this new configuration, the pace of change slowed down. Applications then evolve into something completely different as people uncover the best ways to use the new technology. ventilation, and overhead cranes.

Design 120

Design Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 18, 2016

Some of this involves advanced analytics to extract the significant needles of information from the hayfields of detail, although I don’t recall seeing vendors who do that type of analysis at the show or hearing speakers discuss them. I also have one other observation, which was totally unexpected (the best type!).

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

FEBRUARY 2, 2017

It’s also common to hold all the raw data in a NoSQL data lake and extract it to a relational database where it's refined and restructured for analysis. The split architecture of AdVantage is actually pretty common among CDPs, since anonymous and identified customer data are often kept separate for privacy reasons. AdVantage does that too.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

MARCH 26, 2015

Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. The system automatically monitors response and optimizes its bids to get the best results within a company’s campaign budget.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 15, 2010

Tags: interwoven text analysis unstructured data autonomy meaning based marketing content grazing.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

JUNE 4, 2014

My analysis since then found that people who cited “missing features” are among the least satisfied of all users: so it really mattered that those features were missing. We also found that people who evaluated on “breadth of features” were far more satisfied than people who evaluated on price, ease of learning, or integration.

Marketing Automation Services 120

Marketing Automation Services Customer Surveys Marketing Automation Planning 120

Customer Experience Matrix

JUNE 15, 2009

At best, you might be able to create your own reports based on the loaded data. Previously, I was more likely to see Voltaire’s “the best is the enemy of the good,” which means that compromise is better than nothing. Traditional cost analysis compares the time it takes IT to do the work with one tool vs. another.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

MARCH 1, 2007

Probably a more common approach is to offer prebuilt analysis scenarios, which would be packages of reports and/or recommended analysis steps to handle specific projects. The ultimate fallback, of course, is to have someone else do the analysis for you. There is no reason to try to turn business users into analysts.

Tools 120

Tools Work Management Analysis Sample 120

Customer Experience Matrix

APRIL 25, 2013

Users can run SQL queries to extract data for analysis and predictive modeling in third-party software including QlikView , Tableau , SAS, and R. The lack of native analysis and modeling tools creates some friction for users, but also lets them stick with familiar products. number of Web page view in past 24 hours) and model scores.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MAY 31, 2013

Interaction performs the same basic functions as other interaction managers: it receives a request from an external touchpoint that is engaged with a customer, selects the best treatment, and returns the recommendation to the touchpoint. it uses the same offer library for real-time and outbound campaigns.

Enterprise Management 120

Enterprise Management Interactive Marketing Marketing Management Campaigns 120

Customer Experience Matrix

NOVEMBER 15, 2011

And it’s a safe bet they haven’t done a very detailed requirements analysis either. That so few run one means the most are buying blindfolded and hoping for the best. Some may have known exactly what they needed in advance, but the great majority are just buying the first system that seems to do what they need.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120

Customer Experience Matrix

MARCH 20, 2007

This is a chicken-and-egg problem, since the benefit from lifetime value analysis comes from shifting resources into more productive investments, but the only way to demonstrate this is possible is to do the lifetime value calculations in the first place. Which brings us back to Web site testing.

Multivariate analysis 120

Multivariate analysis Lead Scoring Lead Ranking Optimization 120

Customer Experience Matrix

DECEMBER 13, 2014

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. Segments don’t enter into it.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

NOVEMBER 9, 2006

They have three basic choices: - keep focused on Web analytics, improving their products and appealing to the most demanding users as a ‘best of breed” solution. expand into related Web functions, such as offer targeting, in-site search, content management, search engine marketing, and campaign analysis.

Enterprise Management 120

Enterprise Management Analytics Marketing Management Multi-Channel 120

Customer Experience Matrix

MAY 20, 2013

I''m beginning to see those capabilities are specialties that are not necessarily core features of a CDP because they''re best purchased from third party vendors. In other words, the role of Silverpop shifts from delivering customer treatments to helping other systems find the best treatments to deliver.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

MARCH 6, 2016

These changes were evolutionary at best, but company leaders made clear this was on purpose: their current strategy is to make small improvements to ease of use, not add major new or deeper features. That's clever but a very low grade of AI at best.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

SEPTEMBER 26, 2013

And many CDPs provide predictive modeling or best-treatment recommendations that go well beyond the storage functions of a basic data warehouse. - Others can do the much more sophisticated analysis needed to predict which offer will best advance a long-term goal such as becoming a new customer. You still can’t do this at home.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 7, 2016

Nearly all the vendors use what I've labeled an "algorithmic" approach, meaning they perform some sort of statistical analysis to estimate the attributed values. How does the vendor do the attribution calculations? Does the vendor provide marketing mix models?

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 2, 2007

My guess is it will be a coordination mechanism to tie together all of those different components – resource management, execution, analysis, and so on. I fully expect more sophisticated models to evolve over time, including what-if simulations to predict the results of different approaches and optimization to find the best choices.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 30, 2010

LeadLife has embedded best practice hints throughout its system, another way to support adoption by users who lack marketing automation knowledge. LeadForce1 launched a solution that uses advanced text analysis to measure user intent, and thus provide much better guidance to salespeople than conventional behavioral analysis.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 120

Customer Experience Matrix

MAY 15, 2011

These resources understand the role that standardized data plays in data analysis (like a good coat of primer on a wall) but also know that the real value is in what is different. In fact one of the best data scientists I know never took a stats course. Pros: • Small data, large data, inconsistent data are not a problem.

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

MAY 24, 2016

Moreover, operational source systems often don’t keep old versions of important data that changes over time (such as lead scores or contract expiration dates), making historical analysis difficult if that data isn’t stored elsewhere. The paper hides most of big picture but lets the user see the one detail she cares about at the moment.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

MARCH 29, 2011

Traditional marketing automation is about campaign planning, execution, and analysis. Connecting them into an external analytics system – even if the connections are a bit superficial – is probably the best bet for most organizations. (I I agree it is, but don't think it's not the primary meaning of the term. But I won’t.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Automation 120

Customer Experience Matrix

FEBRUARY 3, 2010

Data from multiple sources lets database marketers make more effective predictions about the best treatments for each individual, and treatments across multiple channels are more effective when they are coordinated centrally. But this data and related analysis are quite different from what database marketers are used to.

Work Management 120

Work Management Paid Search Agency Marketing Management Database Marketing 120

Customer Experience Matrix

JANUARY 26, 2011

The bad news is I can't actually sell it online, despite the best efforts of Web masters on two continents. I'll be presenting some additional analysis based on what's in the reports over the next few weeks, and of course will make a formal announcement once the e-commerce bugs are worked out. Email is info@raabguide.com.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

NOVEMBER 19, 2008

After a close analysis of the alternatives, I have decided the Alexa.com traffic statistics are the best indicator of vendor market presence. You can read about the analysis in fascinating detail on my marketing measurement blog, MPM Toolkit.) All are publicly available with almost no effort.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vtrenz Demand Generation Agencies 120