Customer Experience Matrix

MARCH 24, 2011

It was a good chance to dive into this particular sector of the marketing analytics universe. Online ad buying is more like buying print ads or mailing lists: you may have some sense of the audience demographics, but the only way to really know how it will perform is to run a test. Nobody said it would be easy.

Conference 120

Conference Paid Search Agency Ads Webcast 120

Customer Experience Matrix

APRIL 9, 2014

The vendor will also increase the sophistication of its core marketing automation functions, adding features such progressive forms, dynamic content, a/b testing for landing pages, and synchronization with additional Salesforce.com objects.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

JUNE 19, 2015

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). I suspect that’s true but still wonder whether those buyers will know how to use a system effectively once they get it. My general impression was positive.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

MARCH 9, 2015

In fact, testing the huge number of new martech options (or even generating Scott Brinker''s martech landscape supergraphic ) is something machines could do really well. Focus on the analytics layer. So the only piece the company can expect to own is the analytical layer – the bidding and content engines. Machines buy martech.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

MARCH 20, 2007

Eric’s comment on yesterday’s post , to the effect that “There shouldn’t be much debate here. Both full and fractional designs have their place in the testing cycle” is a useful reminder that it’s easy to get distracted by technical details and miss the larger perspective of the value provided by testing systems.

Multivariate analysis 120

Multivariate analysis Lead Scoring Lead Ranking Optimization 120

Customer Experience Matrix

OCTOBER 21, 2010

Both cited customer insight and analytics as top reasons to work together. Many more CMOs than CIOs said they had “problems or challenges implementing marketing solutions or IT projects to further marketing effectiveness” (64% of CMOs vs. 48% of CIOs). If you care about these issues, it’s well worth $199 to see the rest.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 2, 2007

The other approach I suggested was testing. Testing also shows that marketers are at least doing something rigorous, thereby helping satisfy critics who feel marketing investments are totally arbitrary. Of course, this is a political rather than analytical approach, but politics are important.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 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. Database marketers and digital marketers both have plenty of data and the good ones are highly analytical.

Work Management 120

Work Management Paid Search Agency Marketing Management Database Marketing 120

Customer Experience Matrix

AUGUST 4, 2022

So rather than picking one most likely future, preparing for it, and hoping you’re right, your best bet is to be agile, so you can adapt effectively to whatever the future may be. Some of the old-school methods will still apply, like test/control experiments and media mix models. This is more than just a platitude.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

DECEMBER 9, 2008

I’d be more specific and add skills such as analytical or technical knowledge. defining tasks based on use cases (I tend to call these business processes, but it’s pretty much the same); understanding how often each task is performed, how much time it takes, and how important it is; and testing different tasks for different types of users.

Marketing Automation Services 120

Marketing Automation Services Demand Generation User-Generated Content Customer Surveys 120

Customer Experience Matrix

JUNE 9, 2010

The solution boils down to this: classify different contacts as related to the different stages in the buying process and then measure their effectiveness at moving customers from one stage to the next. Clear Saleing bills itself as an “advertising analytics platform”.

Top of Funnel 120

Top of Funnel Marketing Funnels Allocation Marketing Management 120

Customer Experience Matrix

MAY 7, 2015

To test this, I listed the tasks that go into building a marketing program and matched these against my list of AI-based products. Yet the closest I can find to strategic planning is optimization of media plans by media mix model vendors like MMA , Analytic Partners , Nielsen and IRI. could do the job from start to finish.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

JULY 1, 2016

This in turn makes possible account-level analytics and orchestration. But data and analytics don’t create revenue by themselves, so vendors naturally stress their orchestration features. It’s important to recognize that both those systems also build an account-oriented database and provide ABM analytics.

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

JUNE 9, 2011

Indeed, effective interaction management requires a sophisticated mix of predictive modeling, business rules, flow management, response capture, data integration, real-time processing, simulation, and analytics. Web site implementations can present offers, collect data, and run champion/challenger and multivariate tests.

Work Management 120

Work Management Marketing Management Cost Software 120

Customer Experience Matrix

JANUARY 17, 2009

These are more effective because they are more tightly targeted. Best practice marketers test new channels aggressively to find out what works and how they can best be used. Even if the new channels are not immediately cost-effective, marketers can limit their investment but still build some experience that will be useful later.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

OCTOBER 8, 2014

Responsive design” addresses one piece of the problem, making it easy for the same Web content to render effectively on different devices. This is another area that has received little attention so far, especially in terms of refinements like testing and optimization. New Technologies • Predictive everywhere.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120

Customer Experience Matrix

JANUARY 18, 2015

Lack of skilled users and adequate content are already huge barriers to effective multi-channel marketing. So run tests to build an understanding of the applications, technologies, and corporate culture. Having a powerful database just makes them even more important. - new focus on automated content creation and campaign design.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Customer Experience Matrix

APRIL 9, 2008

Call it the Sorcerer’s Apprentice effect. This did a reasonably good job of predicting product ownership in my test data. Tags: predictive modeling analytics tools on-demand software. Any modeler will tell you that fully automated systems make errors that would be obvious to a knowledgeable human.

Demand 120

Demand Salesforce.com Vendors Software 120

Customer Experience Matrix

NOVEMBER 15, 2009

The logic is that Web sites are increasingly the primary method of interaction between a company and its customers, and that Web analytics, testing and personalized treatments are better executed within the content management system rather than by external products. I agree with one major reservation. Products to do this already exist.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

AUGUST 3, 2007

Benchmark tests, while slightly more concrete, are also suspect because they can be designed to favor whoever sponsors them. This is an effective strategy with early adopters, who like to get their hands dirty and are seeking a “game changing” improvement in capabilities. What they barely do is discuss the technology itself.

Case Studies 120

Case Studies Vendors Case Study Wikipedia 120

Customer Experience Matrix

APRIL 2, 2007

Change, and the rate thereof, is far more meaningful and insightful in this context than the more common “static” approaches to predictive analytics. LTV) one must concede that no single solution or approach can effectively gauge them all. Getting back to business drivers (and measuring their impact on the bottom line, viz.

Forecasting 120

Forecasting Distribution Validation Acquisitions 120