Customer Experience Matrix

FEBRUARY 13, 2020

It’s easy to confuse the Adobe Experience Platform, the core system for collecting customer data, assembling profiles, applying machine learning, and sharing the results with services and applications, with Adobe Experience Manager, the Web content management system that is one of those applications. But that’s a debate for another day.

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

Customer Experience Matrix

FEBRUARY 5, 2012

For a more nuanced analysis, see my blog post Social Media Features in Marketing Automation Systems: Who Does What? Dynamic Content: This refers to embedding content selection rules within an email, Web form, or landing page. Of course, the only thing more exciting than reading my analysis is to make your own.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 6, 2017

Here’s a quick look at two products that tackle different parts of the attribution problem: content measurement and advertising measurement. Its specialty is measuring the impact of marketing content on long B2B sales cycles. TrenDemon does a bit more than correlate content consumption and final outcomes.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

JUNE 11, 2015

When Highspot was founded in 2012, it focused on better content discovery for sales people. It has now redefined its core mission as improving results by showing which content is working. Users can view, download, bookmark or email the selected content or do a live pitch to a prospect.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

AUGUST 27, 2015

But, getting back to last week's conversations, what really struck me was a less obvious connection of ABM and predictive to content. Two of the vendors described using their systems to select which content to send to specific accounts or individuals. I expect LinkedIn will use Fliptop's capabilities in these ways among others.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

FEBRUARY 7, 2012

Split Tests: Formal split testing of different content versions or customer treatments is the heart of marketing optimization, but many B2B marketers still don’t have the time or resources to do it. Like dynamic content, it reduces the complexity of marketing programs while allowing them to be more targeted.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

AUGUST 5, 2014

What I did for my analysis was look at changes in vendor scores for the 200 items that go into the VEST data. In fact, if you count lead scoring and content testing as part of analytics, seven of the dozen items fell into that category. Happily, I did find something intriguing, at least to my obviously-biased eyes.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Marketing Report 120

Customer Experience Matrix

APRIL 1, 2020

But digital analytics vendor Contentsquare did provide a detailed analysis of which kinds of Web sites attracted more traffic (supermarkets, media, telecom, and tech retail) and which went down the most (luxury goods, tourism, and live entertainment) in the U.S., UK, and France. UK, Australia, India, and Singapore.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

SEPTEMBER 28, 2017

That caught my attention because I just finished an analysis of artificial intelligence in journey orchestration, in which one major conclusion was that multi-touch attribution will be a key enabling technology. If there's a common thread here, it's that CDPs are spreading beyond their initial buyers and applications.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

MAY 2, 2021

The two big ones are: most of the work in deploying a CDP is in data collection, which includes identifying source systems, understanding their contents, deciding which elements to include, and defining transformations to make the data usable. .* I’ve recently heard pro-build arguments that raise other valid issues.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

AUGUST 25, 2016

Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email. Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 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 15, 2010

Summary: Autonomy is a leader in enterprise search and content management (it owns Interwoven). Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect. Automatically.”

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

JANUARY 5, 2017

There’s a lot of clever (and fully automated) analysis needed to find the right clusters, given that there are so many different ways the clusters could be defined. Marketers will indeed need to create more content, and will no doubt find other productive uses for their time. I’m probably making Optibot sound simpler than it really is.

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

JANUARY 4, 2012

interests) and sales stage from the Web contents they choose to view. LeadFormix combines its behavior analysis with anonymous visitor identification (inferring their company from the IP address), access to external prospect lists and enhancement data, and collaboration with partners and affiliates to share lead access.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

NOVEMBER 18, 2011

It's particularly useful as a way to generate lots of content at relatively low cost. One big need is better tagging to make video more search-friendly; others are better upload and content analysis to support user-generated content. Many marketers claim they want better analysis but few have made the investment.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

OCTOBER 14, 2016

The system’s developers set of goal of handling any data source, which led to a system that can ingest nearly any database type, API feed or file format, including JSON and XML; automatically identify the contents of each field; and map the fields to the standard data model.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 15, 2016

A similar analysis from CabinetM , which has a database o 3,708 companies, showed a slightly higher rate of 14.5% Adtech grew a bit faster than the other categories in 2006 to 2010 and content marketing has grown faster than the average since 2006. This shows growth of around 12% per year from 2000 through 2012.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Acquisitions 120

Customer Experience Matrix

APRIL 5, 2011

Whatsnexx’s Jacques Spilka says he finds huge time savings in the analysis stage that precedes the campaign set-up: instead of taking a week to understand client needs and processes, he can do it in a few hours using the state-based technique. So savings of that magnitude would be significant.

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 19, 2016

that Return on Investment analysis originated at DuPont in 1912?) I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv. Sadly, the audience didn’t seem to share my fascination with arcana (did you know that the Chinese invented paper in 100 CE?

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

AUGUST 13, 2013

These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. The system then sends them personalized emails offering contents related to their behaviors.

Marketing Automation Services 120

Marketing Automation Services Advertising Agencies Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 14, 2016

Data can be read by Tableau and other third-party tools for analysis and reporting. The messages can include different forms of dynamic content including recommendations, coupons, and banners. Derived fields can be used in queries and reports, embedded in other derived fields, and shared among users.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

AUGUST 21, 2009

These are supported with Web analytics and extensive marketing operations features including workflow, digital asset management and financial analysis. Neither group provides tools to build and manage a major corporate Web site (generally called "Web content management", although I've labeled it "Web site management" in the following table).

Marketing Automation Services 120

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

Customer Experience Matrix

MAY 23, 2012

Projections and benchmarks help to identify opportunities for improvement, but marketers also need tools for detailed analysis to explore exactly what happened. Marketers should realize that the contents of this dashboard will change over time as their focus shifts to different programs and strategic goals. Opportunities.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

OCTOBER 6, 2015

In a survey of their own clients , marketing data analysis and campaign software vendor Apteco Ltd found that 12% of respondents were already using real-time data, 31% were sure they needed it and 37% felt it might be useful. Customers don’t think so; in fact, as we've already seen, they assume it’s already happening.

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

Customer Experience Matrix

APRIL 15, 2014

When Scott asked for content suggestions during the early stages of the conference planning, my reaction was that one thing everyone needs is a framework for relating marketing technology investments to larger business strategy. It doesn’t change the rest of this analysis. †† This is all basic “strategy map” stuff based on work by Robert S.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

MARCH 1, 2007

I hope you appreciated that yesterday’s post about reports within the sample Lifetime Value system was organized around the questions that each report answered, and not around the report contents themselves. The ultimate fallback, of course, is to have someone else do the analysis for you. You DID read yesterday’s post, didn’t you?

Tools 120

Tools Work Management Analysis Sample 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

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

JULY 16, 2009

Previous acquisitions include Web content management (MediaSurface, 2008), contact optimisation (Campaign Calculus 2.0, Instead (or in addition) Techrigy supports sophisticated searches, categorization, sentiment analysis, influence measurement, author tracking, and case management. These start with searching for articles to analyze.

Marketing Management 120

Marketing Management Acquisitions Social Media Marketing Automation Services 120

Customer Experience Matrix

JANUARY 25, 2008

Over the past two years it has moved from being primarily a data analysis and campaign management tool to competing as a full-scope enterprise marketing system. It still relies on alliances (with SPSS and KXEN) for predictive modeling and other advanced analysis, but that’s pretty common even among the enterprise marketing heavyweights.

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

AUGUST 8, 2015

So most third-party intent data is based on visits to Web pages whose content attracts prospective buyers of specific products. In addition, the data is aggregated by assigning the original Web content to standardized categories. A smaller portion comes from other behaviors such as downloads, email clicks, or social media posts.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

NOVEMBER 19, 2015

The company tracks which devices are consuming what content, associates the content with intent, and then associates the devices - as much as it can - to companies. This tells it which devices saw which content. This analysis takes about two weeks to complete.

Account Based Marketing 72

Account Based Marketing Intent Data Intent ABM 72

Customer Experience Matrix

OCTOBER 24, 2014

This is possible primarily because the painstaking work of preparing data for analysis – which is where model builders spend most of their time – is avoided by connecting to a few standard sources, currently Salesforce.com and Marketo with HubSpot soon to follow.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

FEBRUARY 21, 2016

That’s a pretty sharp divergence but it eerily matches my observations last week about the landscape of machine intelligence systems for marketing: virtually no systems attempt to manage marketing strategy and planning, but a great many systems can automate supporting tasks such as trend analysis and data extraction.

Studies 120

Studies Marketing Management Planning Marketing Proposals 120

Customer Experience Matrix

APRIL 1, 2013

Detailed analysis isn't needed. The main items were more efficient scheduling of personal tasks, a simple way to prepare quotes, and branding templates that automatically deploy style changes across all types of content. Reducing costs is a lower priority. Measuring return on investment isn’t much of an issue.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Conference Marketing Management 120

Customer Experience Matrix

JUNE 13, 2007

Consumer search can use more than just keywords, and in fact can employ quite a few of the text analysis methods that Ultraseek mentions as business-specific. Tags: text analysis search engines. Consumer search is also working on moving beyond Web pages to different repositories, formats and languages.

Work Management 120

Work Management Paper Analysis Keywords 120