Customer Experience Matrix

APRIL 12, 2007

What might be called the “standard model” of business intelligence systems boils down to this: many operational sources feed data into a central repository which in turn supports analytical, reporting and operational systems. Examples abound: - channel-specific analytical systems for Web sites and call centers (see last Thursday's post ).

Distribution 120

Distribution Analytics Enterprise Management Lead Ranking 120

Customer Experience Matrix

JANUARY 27, 2021

The drive to build suites clarifies why predictive analytics vendors Bloomreach, RichRelevance, and Gpredictive are such frequent partners: stand-alone predictive tools are missing nearly all the features needed for a full marketing platform, so they have the most to gain from buying a CDP that fills those gaps.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

NOVEMBER 9, 2006

Yesterday I wrote about the strategic choices facing Web analytics vendors as their core product matures. 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. Web analytics vendors will face the same dynamic.

Enterprise Management 120

Enterprise Management Analytics Marketing Management Multi-Channel 120

Customer Experience Matrix

FEBRUARY 18, 2018

It will also raise consumers' awareness of their data and their rights, which should lead to better quality customer information as consumers feel more confident that data they provide will be handled properly. Most obviously, it raises companies’ awareness of customer data management, which is the core CDP use case.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

FEBRUARY 1, 2010

Related factoids include: - 61% of marketers do not integrate Web analytics with other customer data. - No surprise there, although I don't necessarily agree with Alterian's contention that this will lead to a unification between the two sets of agencies. -

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Customer Experience Matrix

MAY 24, 2017

Using advanced math that I won’t pretend to understand*, they identify offers that lead customers towards higher long-term values. The system relies on marketers to tell it what themes are associated with each product and message (that is, the system has no semantic analytics to do that automatically).

Promotion 176

Promotion Lead Scoring Lead Ranking Optimization 176

Customer Experience Matrix

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

FEBRUARY 2, 2016

Most of the work in any marketing analytics project is integrating data from multiple systems. It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. The matching happens at both the contact and account level.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

AUGUST 25, 2016

Of the final two, one supports measurement with advanced lead-to-account mapping (LeanData) and one attribution specialist (Bizible). Differenatiators for this group include: lead-to-account mapping to unify data corporate hierarchy mapping (headquarters/branch, parent/subsidiary, etc.) For more information or to order, click here.

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

APRIL 15, 2015

It also prompted many interesting discussions with them vendors themselves, who, not surprisingly, are an especially analytical and thoughtful group. By that standard, predictive analytics is still far from overcrowded. lead scoring marketing automation marketo predictive analytics predictive marketing'

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

MAY 21, 2015

But the trend is towards closer integration and you’d think Teradata would rather lead than follow. Teradata’s marketing applications also extend beyond standard marketing automation to include marketing resource management and analytics. Teradata itself sees its primary differentiator as analytics.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 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. It’s primarily used to set up data processing flows for data cleaning, matching, and lead routing.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

JUNE 17, 2016

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. In practice, this classification is more potential than real because few if any customer success systems actually expose their data to other systems in true CDP fashion.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

AUGUST 3, 2010

I finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Enterprise Edition supports these by adding user roles, “lead partitions” to control access to database segments and “workspaces” to make Marketo objects (contents, campaigns, lists, etc.)

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 2, 2021

That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists. The build vs buy debate has existed as long as packaged software itself.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

MAY 5, 2016

Like Engagio’s earlier analytics products, PlayMaker starts by pulling data from Salesforce.com CRM and attaching leads to accounts. Remember, or be shocked to learn, that leads in Salesforce are independent of accounts; when they are connected to accounts they become contacts. Let’s look a little closer.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 120

Customer Experience Matrix

OCTOBER 17, 2012

It only recently added standard B2B marketing automation features including a customer-level marketing database, outbound email, landing pages, lead scoring, Web behavior tracking, reporting, and Salesforce.com integration. B2B marketing automation systems are built for lead nurturing and provide a foundation adequate for that purpose.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 13, 2010

Veera also provides some basic analytics including descriptive statistics (mean, median, value frequencies, etc.), The predictive modeling tool, prosaically named Analytics, builds logistic and least squares regression models. Analytics also has a good online demo. cross tabs and graphing.

Lead Ranking 120

Lead Ranking Marketing Automation Services Cost Lead Scoring 120

Customer Experience Matrix

OCTOBER 24, 2014

The system can model against any user-defined list, meaning that SalesPredict can score new leads, identify churn risk, or find the most likely buyers for new products. This is somewhat different from predictive modeling vendors who have focused primarily on helping marketers with lead scoring. The final differentiator is flexibility.

Lead Ranking 120

Lead Ranking Lead Scoring Automation Salesforce.com 120

Customer Experience Matrix

AUGUST 25, 2016

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

NOVEMBER 14, 2016

Many were features that already exist in other mid-tier systems, including branching visual workflows, sessions within Web analytics reports, parent/child relationships among business records, and detailed control over user permissions. The company also announced enhancements to existing products.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

DECEMBER 16, 2013

Systems that build such databases for specialized purposes such as lead enhancement, cross-channel campaign management, retention programs, and advertising audience management will increasingly provide more value to their clients by exposing the databases to other execution systems. Predictive analytics finally take center stage.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

JULY 3, 2014

so those treatments lead the customer in a profitable direction. Necessary technologies include real-time analytics to select best treatments; dynamic message assembly to construct those treatments; and multi-channel routing to deliver the treatments via email, SMS, mobile apps, Web pages, social media, and display ads.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 19, 2015

If origin stories count, and I think they do, then it’s worth noting that Ensighten’s started in 2009 as a digital analytics agency. Since last year’s funding, Ensighten has supported its strategy with acquisitions of tag management competitor TagMan in March 2014 and cloud analytics and predictive marketing vendor Anametrix in October 2014.

Tagging 120

Tagging Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 9, 2015

And oh, to make this work well, Martech has to hugely improve its ability to measure the actual impact of each message – so advanced, predictive attribution also plays a leading role in the martech world of the tomorrow. Focus on the analytics layer. Campaigns are dead but the customer journey lives on.

Marketing Automation Services 120

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

Customer Experience Matrix

FEBRUARY 13, 2014

In fact, what was most impressive was the relative consistency of the rankings, with ead nurturing, analytics, and lead scoring at the top in both surveys, email and campaign management in the middle, and list segmentation is at the bottom. This is a pretty common question so the answers were not very surprising.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 18, 2012

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. The task is really the same as a sophisticated lead nurturing campaign: to monitor customer behavior and respond appropriately.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

APRIL 28, 2009

lead transfer to CRM 18 5 8 0 2 2 35 0.94 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 Web site analytics 14 7 6 2 2 4 35 0.89 lead transfer to CRM 18 5 8 0 2 2 35 0.94 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89

Demand Generation 120

Demand Generation User-Generated Content Customer Surveys Lead Scoring 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

NOVEMBER 18, 2011

Beyond the execution technology itself, these features will require substantial increase in analytical horsepower to make sense of the results. Think about lead scoring, where the traditional approach is for a team of people to sit around a table and negotiate a set of scoring rules. Pay per Result.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Paid Search Agency 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. The only thing that can be handled separately is marketing analytics, just like other types of specialized analytics. eBay ’s $2.4 I suppose that’s legitimately the main point of the story.

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Automation 120

Customer Experience Matrix

OCTOBER 15, 2015

But the new Everstring product isn’t the usual sharing of a prospect list with an ad platform, as in display retargeting, Facebook Custom Audiences , or LinkedIn Lead Accelerator. I’ve never thought of predictive modeling and testing as having much to do with each other, although both do use advanced analytics.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

JUNE 14, 2013

This week it announced a new platform , InterestBase, that gives clients an interface to define target groups, analyze group members’ interests, push prospect lists to marketing automation and CRM systems, and enhance individual lead records. This enhanced data can be used in lead scoring or to help guide salespeople.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

APRIL 9, 2014

At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com. Salesforce.com synch is bi-directional and works with lead and contact records. Those were all added last month. But it only allows one score per customer.

Marketing Automation Services 120

Marketing Automation Services Salesforce.com Purchase Paid Search Agency 120

Customer Experience Matrix

MARCH 29, 2017

billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products). Of course, having enterprise core systems leads right back to having the IT department manage those systems and ensure that departmental systems are compatible. One reference point is the known revenues of martech vendors.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

AUGUST 6, 2013

Still, the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo. It’s a little hard to review software that isn’t used by its buyers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

OCTOBER 30, 2014

Many predictive modeling systems, especially for B2B lead scoring, supplement the client’s data with company and individual information they gather themselves from sources like social networks, Web sites, job boards, and government files. external data. It has about a dozen production clients and another two dozen or so in pilot.

Lead Ranking 120

Lead Ranking Enterprise Management Marketing Automation Services Work Management 120