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. Some industry vendors report business is booming, but most will admit buyers are taking longer to make decisions.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

SEPTEMBER 1, 2009

The system is aimed at small business but offers an interesting design lesson for everyone. Running reports against segments may not sound too exciting, but it greatly simplifies marketing analysis. Many vendors use a similar approach, which I consider the best method for helping non-technical users to create complex segmentations.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

AUGUST 27, 2015

To move past the very obvious, ABM vendors – whose basic business is selling ads targeted to specific companies – could also use predictive analytics to refine their ad targeting. This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

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. There’s no doubt that the growth of the CDP industry has captured other vendors’ attention, both as an opportunity for expansion and as a threat to their existing business.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

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

MARCH 7, 2007

My last two posts started a discussion of using generic Lifetime Value figures to identify business opportunities. If the company can offer different treatments to customers from different sources, the analysis could be done down to the product/source level too.) Yesterday described the calculations for acquisition orders.

Cross-Selling 120

Cross-Selling Ad Building Acquisitions Business 120

Customer Experience Matrix

JUNE 15, 2009

To make a stronger business case for the purchase, include the value of shifting work from IT to business users, and of producing results faster. At best, you might be able to create your own reports based on the loaded data. It has proven viable for many other software companies, including other business intelligence vendors.

Work Management 120

Work Management Marketing Management Service Software 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 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

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

APRIL 25, 2013

Certainly systems for Customer Data Integration (CDI) have been around for decades: these include specialized products like Harte-Hanks Trillium and SAS DataFlux , CDI features within general data management suites like Informatica and Pentaho , and integration within cloud-based business intelligence products like GoodData and Birst.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 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

MAY 20, 2013

I can''t say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs. 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.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services 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

JUNE 30, 2010

Other vendors have similar price points for the small business market (see my list of demand generation vendors ) although I suspect their internal costs are higher. Features, ease of use, and support from the vendor and business partners are usually (and rightly) the main considerations. rather than marketing automation.

Loopfuse 120

Loopfuse Marketing Automation Services Enterprise Management Marketing Management 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

JANUARY 26, 2011

The bad news is I can't actually sell it online, despite the best efforts of Web masters on two continents. The sets represent fitness for small, mid-size and large businesses, and each set contains a product fit score and vendor fit score. Email is info@raabguide.com. The final result was three sets of scores for each vendor.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Report Marketing Management 120

Customer Experience Matrix

MARCH 29, 2011

IBM defines marketing automation as digital analytics, and puts digital analytics at the center of the business universe. This desire to merge marketing into the larger stream of business activities is shared by GSI Commerce (and now eBay) in their approach of offering marketing within a suite of ecommerce operations. But I won’t.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Automation 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

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

JUNE 3, 2009

Marketbright uses the two-level approach that I consider an industry best practice: users can build simple linear campaigns with a wizard-driven interface, and embed these in a Visio-style flow chart to manage flows across campaigns. Todd felt the campaign flows were “as easy as Visio”. We did discuss testing in general.

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Customer Experience Matrix

SEPTEMBER 27, 2006

This would let the store determine which vendors had the most problems, and either pressure them to improve their performance or steer business elsewhere. But in this case, the importance of the problem is already so obvious to management that formal analysis would strike them as an unnecessary academic exercise.

Marketing Management 120

Marketing Management Word of Mouth Buzz Vendors 120

Customer Experience Matrix

DECEMBER 18, 2007

Hally said Detect is now Unica’s third-best-selling product, with one to two dozen installations. This provides some basic visualization and analysis capabilities for non-technical users. This compares with the handful that Elity had sold when it was independent.

Enterprise Management 120

Enterprise Management Work Management Course Marketing Management 120

Customer Experience Matrix

OCTOBER 12, 2009

Summary: marketing performance measurement can start with simple response tracking, and grow in stages to show business impact, track the buying process, optimize results and demonstrate strategic alignment. Show Business Impact of Marketing Campaigns. The cost per response tells little about the business impact of a marketing program.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

OCTOBER 16, 2006

But similar research is much more expensive outside of the Web, so you’d need a different business model. Measuring yourself against peers and best practices provides some motive for improvement. But (with apologies to Dr. Johnson), nothing concentrates the business mind like lost profit. . - To other channels.

Peer-to-peer 120

Peer-to-peer Press Customer Surveys Analysis 120

Customer Experience Matrix

JUNE 25, 2008

But I recently spoke with on-demand business intelligence vendor LucidEra , who also said they had found that demand generation systems could not integrate such information. In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. Or do you just not add them at all?

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 21, 2006

Everybody wants to get the best results from their Web site, and plenty of vendors are willing to help. These do log file or page beacon analysis to track page views by visitors. These systems monitor visitor behavior and serve each person the content most likely to meet business objectives, such as sales or conversions.

Optimization 120

Optimization Vendors Budget Programs Rules 120

Customer Experience Matrix

MARCH 9, 2007

One of the questions that came up was how to convince business managers that this sort of framework is needed. For them, customer value approaches offer: - new business insights from new metrics. identify best treatment rules based on long-term results. better forecasting. recommend treatments during interactions.

Marketing Management 120

Marketing Management Allocation Forecasting Budget Programs 120

Customer Experience Matrix

JANUARY 17, 2007

I’ve built many simple lifetime value models over the years, actually dating back to the days before spreadsheet software, when we used real paper spreadsheets—huge, green analysis pads with tiny grids that spread across an entire desk. Most business analysts don’t have the training, time or inclination to do this sort of development.

Enterprise Management 120

Enterprise Management Resource Management Paid Search Agency Paper 120

Customer Experience Matrix

SEPTEMBER 13, 2023

The best you can hope for is that marketing is given a seat at the table when those departments set their policies and set up their systems. At best, they may have an option to insert marketing recommendations directly into the customer experience, such as suggesting next best actions to call center agents.

Work Management 149

Work Management Marketing Management Ideal Customer Profiles Paid Search Agency 149

Customer Experience Matrix

DECEMBER 8, 2010

They also wanted to do some light ad hoc analysis within the tool, but just on small, summary data sets since the serious analytics are done by other users earlier in the process. I defined a typical analysis for the client: a bar chart comparing index values for four variables across seven customer segments. Define the Scenario.

Case Study 120

Case Study Case Studies Software Studies 120

Customer Experience Matrix

MAY 7, 2015

It performs the relatively common function of identifying trends but uses enough advanced technology, including natural language processing, topic discovery, and sentiment analysis, to impress me. Business and marketing strategies are often compared to chess, a game that AI systems can famously play better than humans.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The best practices are organized around those steps. But I digress.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

FEBRUARY 28, 2007

This only took a few days work, using a very slick and efficient business intelligence tool called QlikTech (for which Client X Client is a reseller, if anyone is interested). It’s particularly important in businesses which depend on “loss leaders” to bring in new customers and then make their money by selling them other products.

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Customer Experience Matrix

JANUARY 4, 2008

I’ve been planning for about a month to write about the position of QlikTech in the larger market for business intelligence systems. I’m using “business intelligence” in the broad sense of “how companies get information to run their businesses”. The topic has come up twice in the past week, so I guess I should do it already.

Work Management 120

Work Management Marketing Management Business Vendors 120

Customer Experience Matrix

JUNE 17, 2019

It’s hard to interpret the CDP story in any other way, since the need for a persistent data store has always been clear to anyone who tried to support core CDP use cases such as attribution, prediction, and journey analysis. Other specialists now focus on mid-size or small businesses and in particular geographic regions.

Enterprise Management 209

Enterprise Management Work Management Marketing Management Marketing Automation Services 209

Customer Experience Matrix

JULY 3, 2008

Back in March, I wrote a fairly dismissive post about on-demand business intelligence systems. My basic objection was that the hardest part of building a business intelligence system is integrating the source data, and being on-demand doesn’t make that any easier. This would certainly give it a more defensible business position.

Work Management 120

Work Management Marketing Management Demand Market2Lead 120