Customer Experience Matrix

NOVEMBER 14, 2016

Maybe it's me, but the show seemed to lack some of its usual self-congratulatory excitement: for example, CEO Brian Halligan didn’t present the familiar company scorecard touting growth in customers and revenues. (A HubSpot’s tool helps marketers find the best topics to try to dominate with their content.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

APRIL 15, 2015

Those struck me as strategically valuable, helping to secure Marketo’s place at the center of its users’ customer management infrastructure. Unfortunately, I wasn’t able to gather enough technical detail to understand how they work. By that standard, predictive analytics is still far from overcrowded.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

FEBRUARY 15, 2016

Some research I’ll cite at MarTech suggests that marketers split their time roughly equally between strategy and planning, program design and content creation, and data management and analytics. I then make a further distinction between systems that help marketers with decisions and systems that make decisions without marketer involvement.

Work Management 120

Work Management Marketing Management Planning Classified Ads 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. These are used mostly to help assess data quality and to profile new inputs.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

OCTOBER 24, 2014

SalesPredict is a perfect example: a small vendor with a powerful system that just launched earlier this year. This helps users understand the model and suggests criteria for targeting increased marketing investment. I might have added a third meaning: that systems to do predictive modeling are everywhere as well.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

OCTOBER 17, 2012

More specifically, it’s a major acquisition by a CRM vendor, helping to fulfill everyone's favorite prophecy that marketing automation and CRM will eventually merge. Still, with more than 500 clients, including many ad agencies, MarketingPilot is a significant player in the larger marketing software universe. (I

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 26, 2013

If you’re a working marketer, you almost surely know this from personal experience. The good news is that plenty of smart vendors have also recognized this need and are trying to help marketers on their journey. Here is some information to help make that judgment. To take one example, nearly every CDP creates predictive models.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 15, 2009

Summary: Adobe's agreement to purchase Omniture illustrates the on-going convergence of Web content management and Web analytics systems. This puts pressure on marketing automation vendors, who also want to provide Web analytics and content management, and who are already being pressed by customer relationship management (CRM) vendors.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

SEPTEMBER 11, 2009

My son works as a sports researcher at a cable television network. It's nice work if you can get it. When QlikView introduced its free Personal Edition, he decided to use it at work to track a database of college recruiting prospects. QlikView’s forum is an amazing source of help for users of all skill levels.

Social Media 120

Social Media Media Cable Terms and Conditions 120

Customer Experience Matrix

DECEMBER 5, 2011

This means that the direct system cost is pretty much insignificant compared with the marketing budget it will help to manage. From an analytical perspective, it’s important not to double-count revenue gains (assuming the same marketing budget) and cost savings (from a lower marketing budget).

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Cost 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.* Here’s an example of the framework for an online retailer trying to compete with Amazon by offering customers even lower prices. Fair enough. Kaplan and David P.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

NOVEMBER 16, 2011

Your goals are to define the scope of your required solution and to help prioritize different capabilities. But more complex scenarios could include inputs from Web analytics, order processing, point of sale, accounting, and elsewhere. A simple marketing automation deployment might integrate only with CRM.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MARCH 2, 2007

A machine can only work within the existing structure, but a smart manager or analyst can draw inferences about what else might be worth trying. For example, they apply to the question of whether Web targeting should be based on automated behavior monitoring or structured tests. This will only happen if the manager sees the data.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

JULY 30, 2009

Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. But Hubspot also applies automation to improve results without making the user work harder. But maybe that’s just me.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

NOVEMBER 21, 2014

Sailthru is a good example. But plenty of other companies also help with omni-channel personalization. Mongo is also fast and scalable and good for analytical processing in general. It’s left up to the poor buyer to figure out what each product does and whether that is something she truly needs. data sources. data access.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

MARCH 22, 2010

Ultimately, this line of reasoning concludes, marketing services agencies compete on database management, analytics, marketing strategy and client service, so software is a poor investment for their necessarily limited resources. Analytics are largely handled outside the system.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

FEBRUARY 16, 2017

Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. The system loads data into a structured schema, so adding a new data elements takes some work.

Top of Funnel 168

Top of Funnel Marketing Automation Services Ideal Customer Profiles Enterprise Management 168

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. Having run into this issue many times, I easily felt his pain and we speculated a bit on what might help things along. Perhaps one of these will work. Still, it’s better than nothing.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

FEBRUARY 3, 2010

Example: Web site behavior tied to a browser cookie.) Addressable Media Database marketing only works in addressable media: that is, where a message can sent to a specific individual. So database marketers have strong reasons to work on making highly accurate predictions. Good marketers will learn to apply both.

Work Management 120

Work Management Paid Search Agency Marketing Management Database Marketing 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. I’ve been trying to make sense of the different Web site optimization vendors, and have tentatively decided they fall into four groups: - Web analytics. Examples are Coremetrics, Omniture, WebSideStory, and WebTrends.

Optimization 120

Optimization Vendors Budget Programs Rules 120

Customer Experience Matrix

DECEMBER 26, 2007

This led to a long conversation with eventricity founder Mark Holtom, who turned out to be an industry veteran with background at NCR/Teradata and AIMS Software, where he worked on several of the pioneering projects in the field. And since few marketers can write their own SQL, creation of new events takes outside help.

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

JANUARY 31, 2010

Plans can automatically modify themselves in response to events: for example, if a piece of copy is rejected, the system can add a new set of review and revision steps. For example, it could use different rules for leads from different geographic regions. Project management is especially powerful.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

JULY 14, 2009

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes.

Work Management 120

Work Management Marketing Management Marketing Automation Services Analytics 120

Customer Experience Matrix

OCTOBER 2, 2007

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. Even testing isn’t always possible, as my students were quick to point out.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Customer Experience Matrix

JUNE 20, 2007

But even if LTV isn’t the primary metric, it can still provide a powerful analytical tool. Consider, for example, data quality. I could easily list examples of data quality changes that would affect each of the nine factors, but, like the margin of Fermat’s book, this blog post is too small to contain them.

Fulfillment 120

Fulfillment Acquisitions Work Management Segmentation 120

Customer Experience Matrix

MARCH 3, 2019

In their briefing on the topic, Informatica made clear that a major reason for buying AllSight is to access the funds controlled by marketers and analytics teams. It gives a literal example of “CDP Inside”. Growth to support new use cases and departments is another natural business development for any category.

Enterprise Management 205

Enterprise Management Work Management Marketing Management Buy 205

Customer Experience Matrix

OCTOBER 18, 2012

These help to enforce regulatory constraints, such as age restrictions or opt-out compliance, or company policies such as limits on the number of messages within a time period. But it’s a good example of what those products provide and how they differ from B2B marketing automation products. These systems all work roughly the same way.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

JANUARY 24, 2018

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. After several trial balloons and with considerable help from industry friends, I recently published a set of criteria that I think will do the job. Examples include Hadoop, Cassanda, MongoDB, and Neo4J.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

SEPTEMBER 25, 2018

Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360 , which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction”. But they didn’t drink the whole glass.

Work Management 305

Work Management Marketing Management Ideal Customer Profiles Marketing AI 305

Customer Experience Matrix

MAY 7, 2015

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. It works across email, landing pages, text messages, social posts, Facebook ads, app notifications, and other media. But that is so tactical I classify it as part of execution.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

OCTOBER 8, 2010

Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. The combination is tough to digest.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MAY 11, 2016

As Pointillist’s self-chosen label suggests, its own roots are in customer data analytics, not execution. For example, it could be tough to find out which products two customers bought in common. And on automated tools to help load unstructured data and clean dirty data. Heck, that’s weeks of fun when you think about it.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 24, 2008

Back when I was writing a great deal about QlikView , I proposed that its fundamental value came from empowering business analysts to do work for themselves that would otherwise require IT support. See, for example, this post , which has the virtue of pretty graphics.) This brings us to ADVIZOR from ADVIZOR Solutions.

Work Management 120

Work Management Salesforce.com Demand Generation Agencies Vendors 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. seven types of shared customer data processes , ranging from single customer view to predictive modeling to treatment selection to advanced analytics. So how does this all work? Thanks, SAP!

Analysis 120

Analysis Advertising Benchmark Tools Work Management 120

Customer Experience Matrix

OCTOBER 2, 2011

HubSpot originally focused on “top of funnel” or “inbound” marketing, which boils down to helping marketers to attract Web traffic. The company is now doing more to help marketers nurture the leads its attracts. For example, it might report how much traffic is generated by content from different providers. Well, sure.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Work Management Hubspot 120

Customer Experience Matrix

OCTOBER 31, 2007

I’ll get back to v6 in a minute, but did want to mention the other big news out of Teradata recently: alliances Assetlink and Infor for marketing automation enhancements, and with SAS Institute for analytic integration. Basically, it involves running SAS analytic functions inside of the Teradata.

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 12, 2007

What do “Nude Pics of Pam Anderson” and “Real-Time Analytics, Reporting and Optimization Across All Media Channels” have in common? That’s much more convenient than working with separate systems for each function, and is the real point of BridgeTrack. Both headlines are sure to draw the interest of certain readers.

Advertising Channels 120

Advertising Channels Work Management Marketing Management Marketing Automation Services 120