Customer Experience Matrix

JULY 1, 2023

Most research I’ve seen agrees with this Hubspot report that marketers’ top application for generative AI has been content creation (48%), followed closely by data analysis (45%) and learning how to things (45%). Like everyone else in martech land, I’ve been pondering the future of marketing in a world populated with AI.

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

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. Your company should work hard to avoid them. 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

SEPTEMBER 6, 2018

Another likely differentiator is that MDM systems run on SQL databases and work with structured data. By contrast, CDPs work with structured, semi-structured and unstructured data which requires a NoSQL file system like Hadoop. CDPs are designed to be managed by business users although deploying them does take some technical work.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

Customer Experience Matrix

OCTOBER 27, 2019

The analysis gets a little confusing here because the big ad holding companies have been purchasing data-based marketing agencies: Dentsu bought Merkle, IPG bought Acxiom, Publicis bought Epsilon. This is probably a good choice: although they have considerable skill working with customer data, they have limited software development capacity.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

JUNE 28, 2010

As I was preparing my June 3 review of link analysis vendor Centrifuge Systems , Centrifuge introduced me to their business partners at Saffron Technology. Saffon’s approach lets it handle the subject-verb-object triples used in semantic analysis. Saffron’s approach works particularly well with the Centrifuge front-end.

Organization 120

Organization Analysis API Statistics 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.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

SEPTEMBER 28, 2017

But they still seemed to need help distinguishing CDPs from other types of systems, so we still have plenty more work to do in educating the market. Both sets of listeners were already aware of CDPs, which isn’t something I’d expect to have seen a year or two ago. Both also had a reasonable notion of what a CDP does.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

MARCH 4, 2018

A recent analysis of CDP Institute membership also found that one quarter of our individual members are in Europe. Answers to questions about leading digital transformation, being driven by customer expectations, and working closely with business units all found that U.S. headquarters, and some of U.S.-based

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

AUGUST 27, 2015

You can safely assume that both sets of vendors have noticed the relationship and that many are working to combine the two techniques. Content analysis requires the ABM or predictive system to be aware of the topics of the content being consumed. The Fliptop/LinkedIn deal is just more evidence of the connection.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

SEPTEMBER 30, 2016

Reltio works with a simple data model – or graph schema if you prefer – that captures relationships among basic objects including people, organizations, products, and places. This is where the real fun begins, because that profile is now available for analysis and applications.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

JANUARY 5, 2017

If it finds that different actions work better for different clusters, it will assign the best action to each group. (In 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.

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

JULY 9, 2009

Analytical software vendor Lyzasoft has just published a white paper by data warehouse guru Dr. Barry Devlin on how business analysts and IT can work together. Devlin's term for this is “emergent prototyping”, a trial-and-error process of reworking an analysis until it produces something useful. Click to read my Lyza review.)

Paper 120

Paper Business Analysis Software 120

Customer Experience Matrix

JANUARY 31, 2013

This includes what the company calls “multistage” attribution, which looks at intermediate touchpoints between an advertisement and the final purchase, and “customer cascade analysis”, which measures the long-term impact of advertisements on brand equity.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

OCTOBER 14, 2016

But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. Dig a bit deeper and the confusion just grows: the company works mostly with aggregated performance data, but also works with some individual-level data.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

Customer Experience Matrix

OCTOBER 22, 2017

Back in the day, it required detailed analysis of the source data and hand-tuning of the transformation processes to put the data into the vendor’s database. In fact, free trials are problematic precisely because so little work goes into setting them up. That’s where the POC comes in.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. I’m looking forward to deeper involvement in client marketing programs than the project-oriented work at RaabAssociates allowed. That’s exactly what I’ll be working on. It will be fun.

Demand Generation Agencies 120

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

Customer Experience Matrix

APRIL 4, 2014

But while we humans can only process a tiny amount of information at each stage, Bottlenose works on another level entirely. This happens without predefined taxonomies or linguistics, although the system does work with nearly 100 rule-based, expansible classes of messages. Data sources.

Social Media 120

Social Media Enterprise Management Trends Work Management 120

Customer Experience Matrix

FEBRUARY 2, 2017

By then, the managers had already started work on a next-generation platform designed to handle both traditional and online data, using relational databases for one and a NoSQL system (in this case, Hadoop) for the other. This means an implementation can move to different platforms without losing most of the work.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

AUGUST 25, 2016

If you want to go this route, be sure to check how well the system can integrate with your messaging and flow management systems and be sure they can work at the account level. Those are the places where ABM specialists are most likely to shine.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

APRIL 5, 2011

I agree that it's radically different: it works without a central marketing database and tracks customer states rather than assigning them to campaigns. Most of the time setting up any system is spent on analysis, not the mechanics of the campaign design. Whether it’s radically simpler is another question. Some perspective is in order.

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

JANUARY 15, 2010

That is, tailoring large content streams for buyer segments and funnel stages is just too much work for both marketers (who can't afford to create the content and campaigns) and buyers (who don’t have time to read the results). Either way, the concept remains valid and it’s good to see that someone is working to make it happen.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

DECEMBER 5, 2011

This is where most buyers focus their analysis, but it’s a tiny fraction of the value at play. You’re already incurring many of them, so the analysis has to identify how much they’ll increase or decrease as a result of marketing automation. Most of these are marketing operations costs, and there may be others in sales and IT.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Cost 120

Customer Experience Matrix

MARCH 10, 2009

. - credit and other financial risk analysis are a very strong business for the company right now. Of course this makes perfect sense, but it’s nice to see on two levels: first, that financial institutions are working on the issue and second, that there’s some good news somewhere. -

Conference 120

Conference Work Management Analysis Sample 120

Customer Experience Matrix

FEBRUARY 10, 2017

There’s probably some AI at work in that analysis. To find the right targets, Lead Genius loads a client's current CRM lists. It analyzes these for accuracy and completeness, providing users with reports that highlight problem areas.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

NOVEMBER 18, 2011

It includes more sophisticated features for working within social media platforms, such as delivering forms and personalized ads within Facebook, using social sign-on to capture more data, and building more detailed profiles based on activities, consumption, connections and influence. The second wave is just starting. Benchmarks.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

APRIL 15, 2014

As you may know, I’m working with Scott Brinker of Chief Martech blog fame and Third Door Media on the MarTech marketing technology conference set for August 19-20 in Boston.* 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. Kaplan and David P.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

SEPTEMBER 2, 2014

Way back in January, I began working with SAP on a set of worksheets to help marketers assess their customer management systems. The Analysis Tool asks about: - nine types of marketing programs , ranging from customer profiling to real time interactions to loyalty programs to marketing measurement. So how does this all work?

Analysis 120

Analysis Advertising Benchmark Tools Work Management 120

Customer Experience Matrix

JANUARY 5, 2016

This begged for a deeper look at the review sites to understand how they differ which, if any, could replace the work of professional reviewers (like me) and software guides (like my VEST report). Some provide other background about the reviewer’s activities on the review site and how their work has been rated.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

JUNE 3, 2007

Dashboard systems must gather data from source systems; transform and consolidate it; place it in structures suited for high-speed display and analysis; identify patterns, correlations and exceptions; and make it accessible to different users within the constraints of user interests, skills and authorizations.

Correlation 120

Correlation Analysis Vendors Display 120

Customer Experience Matrix

AUGUST 2, 2012

Now let’s plunge in with some more substantial analysis. Eloqua is the only company in this group with published financial statements, so any profitability analysis has to be speculative. Coincidentally, I was already planning to write today about industry financials. Still, profits will have to matter eventually.

Marketing Automation Services 120

Marketing Automation Services Vendors Comparison Marketing Automation 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. Again, this is far from ideal, and it might not work at all because I didn’t explore precisely which aspect of QlikView my correspondent found attractive. Perhaps one of these will work.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

OCTOBER 29, 2015

Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Openprise already has special features to standardize job titles and roles and is working on company name clean up. Parsing can scan a text block for keywords and extract them.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 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. The system should make those questions easier to answer, but marketers shouldn't expect their total work to decrease. Opportunities.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

NOVEMBER 6, 2008

This is a standardized analysis of a company’s sales pipeline to find actionable insights. I did spend a few minutes playing with a prebuilt demo on the Web site: it’s a reasonable user interface for ad hoc analysis and building dashboard reports. Tags: marketing analysis business intelligence software on-demand software.

Work Management 120

Work Management Marketing Management Demand Demand Generation Agencies 120

Customer Experience Matrix

OCTOBER 17, 2014

(Of course, a certain amount of discretion by empowered employees is still necessary –but I’d argue the sorts of decisions that make for, say, a great hotel experience have nothing to do with advanced data analysis.) But nomenclature notwithstanding, the two systems do seem to work together.

Analytics 120

Analytics Process Salesforce.com Allocation 120

Customer Experience Matrix

AUGUST 26, 2010

Like PinPoint, it combines DataMentor’s DataFuse data cleansing and matching software with a private-label version of SmartFocus campaign management and analysis. Even though DataPoint includes the quite sophisticated campaign management features of SmartFocus, it’s really less a marketing system than a tool for data analysis.

Work Management 120

Work Management Marketing Automation Services Marketing Management Cost 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. But the real question is whether non-analysts would have the patience to work through even this sort of guided presentation.

Tools 120

Tools Work Management Analysis Sample 120