Customer Experience Matrix

DECEMBER 13, 2020

Whether these stressors outweigh the benefits of remote work will depend on how well companies manage them, so we can expect a period of experimentation and turmoil as businesses learn what works best. With luck, this will mean new attention to workplace policies and management practices, something many firms have handled poorly in the past.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

NOVEMBER 3, 2018

I’ve for years divided customer management systems into three broad categories, which are best seen as layers in a unified architecture. Marketing and analytical systems may need these and it’s often not possible or practical to reconstruct them from what the source systems retained. Let’s start with the big picture. But I digress.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

SEPTEMBER 6, 2018

MDM and (some) CDP systems also create a “golden record” containing the business’s best guess at customer attributes such as name and address. This is the best way to manage standardized entity attributes. On the practical level, MDMs are primarily tools that IT departments buy to improve data quality and consistency.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

Customer Experience Matrix

NOVEMBER 18, 2018

Studies on the topic show mixed results 1 and that most people care more about practical matters 2. The best of those workers have many employment options and want to work at firms that agree with their values. So why the sudden change? There are other, more parochial reasons for some companies to take strong policy positions.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

MAY 8, 2018

I’ve generally been more sanguine, suspecting that some practices would change and some marginal players would vanish but most businesses would continue pretty much as they are. The best example is Google’s proposed consent tool for publishers , which limits consent to no more than twelve data partners.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

APRIL 29, 2009

White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management. Best practices that were valid just a few years ago are now obsolete. Tags: david raab whitepaper demand generation marketing automation david raab webinar lead management sales best practices. Sponsored by Genius.com.

Paper 120

Paper Webinar Metrics Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JANUARY 5, 2017

What’s new about Optibot is that defining microsegments and picking the best campaign actions per segment have now been automated. If it finds that different actions work better for different clusters, it will assign the best action to each group. (In See my original Optimove review from three years ago (!)

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

SEPTEMBER 18, 2023

In practice, users choose which data elements are worth the cost. How is external data best integrated with a conventional CDP? Loading all data sources is a core CDP promise and goes back to the problem CDP was originally designed to solve: getting access to all customer data. Storing full detail is not needed in most situations.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Lead Ranking 177

Customer Experience Matrix

FEBRUARY 19, 2018

But as I gathered answers from the two dozen vendors who will be included the CDP Institute’s comparison report, I found that at best one or two provide the type of attribution I had in mind. Next best action and bidding models. This wasn't enough to include in the screening list. the marketing mix.

Allocation 120

Allocation Paid Search Agency Analysis Comparison 120

Customer Experience Matrix

APRIL 13, 2017

In practical terms, it means Monetate can give each client a unique data structure, can rapidly add new data types and individual pieces of data, and can maintain a complete, up-to-the-moment profile for each customer. This is a “big data” approach that lets the system add new types of information without creating a new table or field.

eCommerce 120

eCommerce Personalization Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

MAY 21, 2015

Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. But down at the practical level, Teradata’s near-term roadmap was considerably less visionary. Yes, that title is a pun on Dickens’ Tale of Two Cities. But I digress.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

FEBRUARY 16, 2012

You may have seen yesterday’s announcement that Raab Associates’ marketing technology practice* has become part of LeftBrain DGA , an agencyspecializing in demand generation strategy and execution. My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology.

Demand Generation Agencies 120

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

Customer Experience Matrix

MARCH 24, 2016

One person told me he liked the case studies best; no surprise there. You’d show the best ones in between speeches or on a loop in the exhibit hall. Or maybe mixed teams to practice their alignment skills. There’s always Powerpoint karoke, although that’s best for after hours. Best, David. Just a thought.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

SEPTEMBER 7, 2016

The quest for rationalization leads to long-term planning, vision development, architecture design, corporate standards, and project prioritization: all the excellent practices that made corporate IT departments so unresponsive to marketers in the first place. This leads to integrated suites – marketing clouds, anyone?

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

SEPTEMBER 19, 2016

itself mimicked practices developed for mechanical list technologies such as punch cards and metal address plates). In true JOE fashion, the system selects the best treatment in each situation rather than pushing customers down predefined campaign sequences.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

MARCH 14, 2017

They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery. Subtle distinctions are needed because the systems are basically similar.

Ideal Customer Profiles 214

Ideal Customer Profiles Work Management Terms and Conditions Elasticity 214

Customer Experience Matrix

FEBRUARY 18, 2016

And, on the way to the airport, I caught up with Idio , another system that automatically analyzes content and picks the best match for each individual – although Idio doesn’t do any content creation or dynamic customization. I also have one other observation, which was totally unexpected (the best type!).

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

JULY 17, 2015

It’s possible to build segments based on very detailed behavioral differences, but that’s likely to create too many segments to be practical. Segment-based systems work best when only a few choices are available. All this has practical implications for marketers considering these systems. -

Work Management 120

Work Management Segmentation Analytics Automation 120

Customer Experience Matrix

AUGUST 27, 2020

It also includes security functions related specifically to data privacy, such as rules for masking of sensitive data or practices to prevent and react to data breaches. Companies may prefer to stitch together several “best of breed” components or to find a privacy solution within a larger system.

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. The best practices are organized around those steps. Best practices here involve the types of data, and, in particular, expanding beyond traditional sources.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 18, 2011

The book provides practical hints for each topic, such as changing who signs your emails as buyers progress through the purchase cycle. This may start to sound painfully detailed, but marketers wondering how to connect grand strategic visions with practical execution will find it hugely helpful. The discussion then switches to tactics.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

FEBRUARY 7, 2016

I can easily come up with a good story to explain it: marketing technology has reached a new maturity stage where the data needed for good attribution is now readily available, the cost of processing that data has fallen far enough to make it practical, and the need has reached a tipping point as the complexity of marketing has grown.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 24, 2016

Despite these issues, several practitioners and vendors at the conference said they were using the approach and had found it more practical than moving all customer data into a central repository. Other people took a more moderate approach, stating they will copy data into a central system but only if there's specific use for it.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

AUGUST 21, 2014

Conference chair Scott Brinker assembled an all-star cast of presenters and, more important, a finely balanced mix of topics from industry trends to practical issues of planning, hiring, organization, and technology choices. (I I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific.

Conference 120

Conference Planning Vendors Gartner 120

Customer Experience Matrix

AUGUST 4, 2009

Tags: marketing best practices demand generation marketing automation.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Customer Experience Matrix

SEPTEMBER 29, 2015

Sepia-toned glasses notwithstanding, marketers have had competitors at least since the railroads (or maybe canals) made it practical for customers to shop outside the local village – and for even longer if you lived in a city. My cliché detector starts chirping as soon as anyone says today’s marketers face more competition than ever before.

Cost Per Thousand 120

Cost Per Thousand CPM Ads Emarketing 120

Customer Experience Matrix

JANUARY 5, 2012

More specifically, the wall represents the effort of a traditional best-practice approach, which requires reviewing all marketing processes, designing new programs, creating new content, and working out alignment with sales. It’s a high wall indeed, and many companies just can’t climb it.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

OCTOBER 15, 2010

The best suggestion I can make is that they run whatever tests their volumes make practical. I’d further suggest that testing may actually be more practical than they realize if they actively and creatively look for opportunities to do it. But, again, the vendors on my panel knew this.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Customer Experience Matrix

APRIL 24, 2014

What this means in practice is that InfusionSoft development is aimed at making small businesspeople more effective marketers. This mutual support among product, service, and partner programs may be the best evidence of how well InfusionSoft is executing its core strategies. This goes beyond making the system easy to use.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management API 120

Customer Experience Matrix

JUNE 13, 2016

Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales. These correlations will be the basis for recommending the next best action for each account. Then I saw ZenIQ.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

DECEMBER 13, 2012

This is actually a pretty minor difference, since in practice most companies will both maintain a central customer database with key profile information and make direct connections to other systems for details such as transactions. The approach to content is a more significant distinction.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 15, 2015

Both examples suggest replacing marketer-created rules to guide customer treatments with predictive systems that select the best action in each situation. At the most abstract, marketing involves picking the best customer treatment in each situation. But models can only pick from the set of treatments that are available.

Lead Ranking 120

Lead Ranking Marketing Automation Services Marketo Marketing Automation 120

Customer Experience Matrix

NOVEMBER 17, 2011

Educational services: will the vendor help you learn about marketing practices in general, beyond training on their system? Some of this is based on size and style: big, systematic clients work best with big, systematic vendors. To assess service, ask how support staff are trained, managed, and incented, and talk to existing clients.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

DECEMBER 13, 2014

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. Segments don’t enter into it.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

MARCH 24, 2015

I haven’t had a chance to assess how well this works in practice, although my default assumption is that a shared central data store will work better than access to distributed data. So maybe Adobe''s approach is best.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

NOVEMBER 27, 2013

The publishing tools can be run by a marketing analyst, although Aginity says most clients let IT staff use them so IT can enforce quality standards, governance rules, backup management, and similar best practices.

Marketing Management 120

Marketing Management Ideal Customer Profiles Analytics Paid Search Agency 120

Customer Experience Matrix

JANUARY 22, 2013

The “smart systems” group aims to build sophisticated technology that can automatically gather information, identify the best response, create the appropriate programs, and present them to marketer for approval.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120