Customer Experience Matrix

OCTOBER 14, 2019

Regulatory pressures, changing consumer attitudes, and new competition should further deflate them every day. It’s true that a vastly more fragmented media landscape will be harder for marketers to manage. But it also means that fears of a Google/Facebook duopoly controlling all access to new customers are clearly overblown.

Privacy 149

Privacy Advertising Agencies Advertisements Advertising 149

Customer Experience Matrix

JULY 7, 2015

See this recent Altimeter Group report for more information on consumer attitudes to privacy.) Data about public behaviors, such as travel and store visits, is less sensitive than data about private matters such as health care. In short, the future will remain unevenly distributed, as William Gibson observed.

Paid Search Agency 120

Paid Search Agency Planning Ideal Customer Profiles Ad Exchange 120

Customer Experience Matrix

OCTOBER 2, 2007

Brand value is measured by assessing the important customer attitudes in a given market and how a particular brand matches those attitudes. Similarly, surveys to measure changes in customer attitudes toward a brand don’t yield a financial measure of brand value, but do show whether it is improving or getting worse.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Customer Experience Matrix

JUNE 14, 2013

Sentiment analysis can (with limited reliability) detect the attitudes that individuals express. Semantic engines can extract information such as executive changes and product announcements from press releases and social media profiles. Identity aggregators can link email, social media, and other addresses for the same individual.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Social Marketing Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 2, 2010

What’s less obvious is that the skills and attitudes that have served database marketers well for the past twenty or more years – an entire career for many – don’t transfer to the digital world. It’s true that database and digital marketing are both technology-enabled and thus seem as if they should draw on similar talents.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 1, 2013

The functional differences between the two sets of systems may be hard to spot, but there’s no mistaking the difference in the services and attitudes that surround them.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Conference Marketing Management 120

Customer Experience Matrix

DECEMBER 7, 2006

But I can’t customize the blog based on reader attitudes. Brands are relevant here because brands are a based on consumer attitudes, and attitude is affected by all events a consumer associates with an entity. The best I can do is try to create an experience with a positive impact on all readers.

Paid Search Agency 120

Paid Search Agency Companies Branding Brand Identity 120

Customer Experience Matrix

OCTOBER 15, 2010

I certainly understand their attitude. Both vendors also offer more advanced methods and both made clear that they used such methods in appropriate situations. But they seemed to feel that when adequate data is not available, fractional attribution is better than nothing.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

OCTOBER 18, 2011

It’s worth putting aside the old attitudes and considering what each group can learn from the other. What’s intriguing is that B2B marketers, often considered less sophisticated than their B2C cousins, may actually be more advanced in some ways.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Automation Marketing Management 120

Customer Experience Matrix

OCTOBER 4, 2006

What actually softened my attitude, however, was a previous glance at the Products Overview tab on KNOVA’s Web site. Now that’s a true customer experience management attitude, and therefore dear to my heart. The connecting thread, and what justifies the Web 2.0 label, is the notion of community collaboration.

Enterprise Management 120

Enterprise Management Web 2.0 Microsite Press 120

Customer Experience Matrix

MAY 24, 2016

So a bit of attitude adjustment may be in order. In practical terms, it means marketers need to look more closely at the federated access capabilities of systems they consider and at how those systems will deal with history data and cross-channel identity matching, which often relies heavily on historical information.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

JULY 2, 2007

These are great for running marketing operations but don’t address larger strategic issues such as impact of marketing on customer attitudes or company value. Such aggregations include comparisons across time periods, of budgets against actuals, and of different products and regions against each other.

Enterprise Management 120

Enterprise Management Planning Marketing Plans Marketing Management 120

Customer Experience Matrix

SEPTEMBER 22, 2006

The CMO Council ( www.cmocouncil.org ) just released initial results from a major study, “Secure the Trust of Your Brand”, on how information security impacts customer attitudes. The initial report is a survey of consumer attitudes. 40% have stopped a transaction online, on the phone or in a retail store due to a security concern.

CMO 120

CMO Studies Privacy Trust Marketing 120

Customer Experience Matrix

JANUARY 18, 2007

All this leads to the proposition that the only really important interactions are those that “leave a lasting impact and change a particular customer’s attitude toward the company.” It even defines “customer experience” as “the impact that certain interactions make that create a lasting feeling or attitude toward a bank.”

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

MAY 2, 2007

Here, the sort of attitude measures I was proposing as a more-accessible proxy for future value calculations are neither necessary nor appropriate. Once a customer is acquired, it becomes much more plausible to consider each sale as independent.

Product 120

Product Acquisitions Tagging Contacts 120

Customer Experience Matrix

MARCH 10, 2009

The underlying attitude seemed to be that their solutions are good enough to win on their merits, and ultimately that’s what matters. SAS did mention several initiatives to cooperate with other players (except maybe other application software developers), but also seems quite willing to go it alone when necessary.

Conference 120

Conference Work Management Analysis Sample 120

Customer Experience Matrix

DECEMBER 18, 2006

Speaking of relationships among concepts, I did want to clarify one point from last week’s posts on the attitude of marketers towards customer centricity. The technical and intellectual challenges are quite interesting, although tracking brands is less inherently exciting than, say, tracking terrorists (which uses many of the same techniques.)

Buzz 120

Buzz Marketing Management Planning Eye-Tracking 120

Customer Experience Matrix

MAY 30, 2007

SAS Institute recently released a survey of senior executives’ attitudes towards marketing performance measurement. The primary result was what you’d expect: depending on the medium, just 7% to 14% of executives rate their marketing measurements “very effective”. But the details were perplexing.

Customer Surveys 120

Customer Surveys Planning Marketing Management Lead Scoring 120

Customer Experience Matrix

OCTOBER 17, 2006

I mention this mostly as a reminder of the overwhelming importance of operational experiences—actual use of a product or service—in developing customer attitudes, and therefore long-term customer value. So the contents of the ad itself never register.

Work Management 120

Work Management Marketing Management Impressions Pricing 120

Customer Experience Matrix

JANUARY 3, 2007

Perhaps more important, marketing mix models help companies develop attitudes that are needed for customer experience management. The general skills needed to build and calibrate marketing mix models are also relevant to customer experience modeling.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

Customer Experience Matrix

FEBRUARY 12, 2009

The public forum itself certainly shows a healthy attitude by Infusionsoft towards its own customers. This probably means that most users find the marketing features relatively adequate, at least compared with the ecommerce capabilities which definitely looked much less mature.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JANUARY 14, 2019

Consumer Attitudes: Personalization If marketers hold any truth to be self-evident, it’s that today’s consumers want and expect personalization. Consumer Attitudes: Privacy Marketers know they need to balance personalization against privacy. This is a significant indicator of attitudes regardless of what actually happens.

Customer Surveys 149

Customer Surveys Marketing Attribution Enterprise Management Personalization 149

Customer Experience Matrix

SEPTEMBER 13, 2023

This requires a cooperative rather than a controlling attitude among marketers. The best you can hope for is that marketing is given a seat at the table when those departments set their policies and set up their systems. The second challenge to winning at marketing is the fragmented nature of data and systems.

Work Management 149

Work Management Marketing Management Ideal Customer Profiles Paid Search Agency 149

Customer Experience Matrix

FEBRUARY 7, 2019

The common attitude was that privacy rules were already tight in the countries we visited (Belgium, Netherlands, Germany and France), so GDPR hadn’t required significant adjustments. The greater interest in CDP-based marketing programs may also encourage this, since marketing programs are closely tied to specific local markets.

Work Management 136

Work Management Marketing Management Paid Search Agency Vendors 136

Customer Experience Matrix

AUGUST 25, 2017

That’s been my attitude as well. A recent Forrester study found that most marketers expect artificial intelligence to take over the more routine parts of their jobs, allowing them to focus on creative and strategic work. More precisely, I see AI enabling marketers to provide the highly tailored experiences that customers now demand.

Marketing AI 174

Marketing AI Campaigns Planning Work Management 174

Customer Experience Matrix

NOVEMBER 8, 2013

It tracks this over time and uses the information in a variety of ways: to profile and summarize the health of each account; to send alerts about problems or opportunities; to display trends in usage, satisfaction, and other measures; and to analyze the customer base by relationship stage, revenue range, and other factors.

Enterprise Management 120

Enterprise Management Marketing Management Ideal Customer Profiles Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 31, 2007

The new attitude might be related to Teradata’s spin-off from NCR, completed October 1, which presumably frees (or forces) management to consider options it rejected while inside the NCR family. If this new attitude holds true, it seems unlikely that Teradata will accept another two year delay in the release of Relationship Manager version 7.

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 10, 2009

Finally, really understand the content, taking into account things like sarcasm and emoticons, and maybe convert this into some sort of long-term attitude measure (enthusiastic, skeptical, objective, etc.). Next look at the content of the mentions: are they positive or negative?

Peer-to-peer 120

Peer-to-peer Demand Generation Marketing Automation Services Demand 120

Customer Experience Matrix

SEPTEMBER 3, 2012

Nurture programs can educate potential buyers and build a favorable attitude towards the seller, thereby increasing the likelihood of making a sale once the buyer is ready. They can also track, through lead scoring, when a buyer seems ready to act and is thus ripe for contact by sales.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120

Customer Experience Matrix

JULY 5, 2007

My own attitude is this isn’t something to agonize over: all marketing decisions (indeed, all business decisions) require assumptions about the future, so it’s not necessary to isolate future marketing programs as something to treat separate from, say, future product costs. brand building) as overhead rather than marketing.

ROMI 120

ROMI ROI Marketing Proposals Efficiency 120

Customer Experience Matrix

SEPTEMBER 23, 2009

Their solution has always been to measure intermediate variables such as consumer attitudes, and to measure these through samples rather than by polling everyone in the market. If this sounds familiar, it should: it’s the classic problem faced by brand marketers in measuring the value of their investments.

Enterprise Management 120

Enterprise Management Analytics Work Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 30, 2016

Regardless of the exact reasons for the different attitudes, the fundamental insight here is that people who consider a single view important act quite differently from people who don’t. My theology is pretty rusty but surely there’s a standard debate about whether faith or action comes first.

Marketing Automation Services 120

Marketing Automation Services Ad Building Marketing Management Budget Programs 120

Customer Experience Matrix

JANUARY 24, 2007

The counter argument would be that frequent small advantages in functional experience add up over time to a positive customer attitude. The notion is that, given reasonable functional competency, it will be the emotional components that make an experience memorable.

Course 120

Course Comparison Opinions Advertisements 120

Customer Experience Matrix

JANUARY 17, 2009

A close look at what individuals have said and done in these networks could provide deep insight into a particular person’s needs, attitudes and interests, but this is more an activity for salespeople than marketers. . • social networks: these can be another source of contact names, and sometimes of introductions via mutual friends.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

MAY 1, 2018

Business as Usual for Everyone Else How much of this is unique to Facebook and how much reflects a fundamental change in attitudes towards data privacy? Remember they’re also motivated by tough laws in Germany and France enacted early this year, which require to remove illegal content within 24 hours.

Privacy 159

Privacy Facebook Personalization Paid Search Agency 159

Customer Experience Matrix

JANUARY 27, 2018

A Brand Intelligence study comparing brand attitudes of Democrats vs. Republicans found that eight of top 10 most polarizing brands were news outlets. In fact, consumers have a remarkably pragmatic attitude toward their data: 24[7] survey found their number one reason for sharing personal information is to receive discounts.

Paid Content 153

Paid Content Paid Search Agency Advertising Agencies Lead Scoring 153

Customer Experience Matrix

DECEMBER 19, 2016

Different gatekeeping companies will probably align with different social groups or attitudes, so most people will have a natural fit with one gatekeeper or another. Gatekeeper marketers will still have to build trusted brands, but this will become less important.

Work Management 120

Work Management Marketing Management Guerilla Marketing Tips 120