Customer Experience Matrix

NOVEMBER 3, 2018

I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. I’ve for years divided customer management systems into three broad categories, which are best seen as layers in a unified architecture.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

JANUARY 1, 2019

The CDP industry had already seen quite a few small acquisitions, mostly by agencies or vertical industry specialists adding customer data management to their existing product lines. Yet, regardless of their intent, Salesforce and ARM are likely to find their clients using their acquisitions for CDP-style customer data management.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

JULY 3, 2018

The company grew to do all sorts of list processing, to manage custom marketing databases, to do identity resolution and to provide data enhancements for marketing lists. At first it seems to buck the trend of private equity firms buying martech companies: see Marketo, Integral Ad Science, Aprimo, and Pitney Bowes.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

JUNE 5, 2013

Since Salesforce said yesterday that other companies also wanted to buy ExactTarget, it seemed possible that SAP had lost the deal and purchased hybris as a second choice. As SAP pointed out, it''s a customer-centric view of the world, quite different from the operational focus of traditional CRM.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

SEPTEMBER 6, 2018

My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Since customers are one of the most important core entities, it clearly overlaps with CDP. Start here if you’d like to explore more formal definitions.) That’s the “master” part of MDM.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

Customer Experience Matrix

NOVEMBER 21, 2021

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Buy 120

Buy Ad Building 120

Customer Experience Matrix

FEBRUARY 18, 2018

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. This has been a boon for Customer Data Platform vendors, who have been able to offer their systems as solutions to many GDPR requirements.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

FEBRUARY 21, 2013

This reflects both greater market interest and, perhaps even more important, expansion of the product to connect directly with ad buying platforms. Top down models are fairly customized, but Visual IQ has streamlined its process so it can build a new one in six to eight weeks, which is quick for a mix model. and make regular updates.

Buy 120

Buy Allocation Media Ad Exchange 120

Customer Experience Matrix

JULY 25, 2014

Many LinkedIn customers would have considered this unacceptable use of their profiles, regardless of whether LinkedIn’s privacy policy actually allows it (which my quick reading suggests it does). The more interesting question is who, if anyone, will buy the business from Bizo. intent, sentiment, themes, topics, entities, etc.);

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

MARCH 17, 2014

b2b marketing automation buying marketing automation systems demand generation systems marketing automation evaluation criteria marketing automation failures marketing automation system selection' If you’ve recently purchased a marketing automation system, please take the survey yourself and encourage others to do the same.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

JULY 27, 2018

It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. Let’s start with the “Contrarian’s View”, written by Lisa Loftis, a customer data industry veteran who current works for SAS. False belief in these myths are not the reasons marketers buy CDPs.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

JANUARY 27, 2021

It also recalls other recent CDP acquisitions including Acquia buying AgilOne, Chapsvision buying NP6, SAP buying Emarsys, and Wunderkind buying SmarterHQ. Segment was more of a pure-play or "data" CDP, limited to assembling and sharing customer profiles. Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

MAY 25, 2016

The answer came yesterday with the announcement that Demandbase is buying Web data collector Spiderbook. This can be refined into several types of data including enhanced business and individual profiles, buying intent, topics of interest, and personal relationships with a company’s own staff.

Account Based Marketing 0

Account Based Marketing DemandBase Eloqua Buy 0

Customer Experience Matrix

APRIL 18, 2012

Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. The deal might be seen bet-hedging by Silverpop, although I suspect it’s more a way to penetrate smaller accounts too small to buy a separate, sophisticated marketing automation or email product.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

APRIL 15, 2024

This poses an obvious threat to customer cloud vendors like Salesforce, in good part because it expands the ability of IT and data teams to build their own solutions rather than buying them. This would make Data Cloud a more viable alternative to Google Cloud or Snowflake as the company’s primary customer data store.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Marketing AI 136

Customer Experience Matrix

MAY 21, 2012

But while Entiera was selling directly to marketers, Conversen's clients were mostly marketing agencies who offered it to their own customers. The scope of the suites makes it hard for specialists to compete, especially as ever-tighter integration becomes necessary to meet customer expectations for seamless service across channels.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

DECEMBER 20, 2012

Working marketers care more about how this affects the products and services they’ll get as current or potential Eloqua customers. That may be the best for Eloqua’s customers in the long run, but the changes will take time to deliver and necessarily distract from near-term product enhancements. The jury on that is very much still out.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

APRIL 3, 2013

Reachforce’s core business is assembling data on marketing prospects, which it then sells for as many uses as possible: appending to Web leads, enhancing existing databases, and buying as lists. The two products will be combined in what ReachForce calls the “Connected Marketing Data Hub”.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120

Customer Experience Matrix

JUNE 13, 2016

Contacts in each account are assigned to one or more “buying centers” and then classified by their role and importance within each center. This classification relies on machine learning to map titles and interests to standard buying roles such as influencer and decision-maker. Marketers will also design the actions themselves.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Work Management Buy 120

Customer Experience Matrix

OCTOBER 6, 2015

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. Yes, there was actually much more. I’m so ashamed.)

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

Customer Experience Matrix

JUNE 13, 2016

Those features are immensely appealing and become even more important in the world of Account Based Marketing, where knowing who to reach at your target customers is everything. Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Customer Experience Matrix

OCTOBER 29, 2023

The earliest Customer Data Platform systems were introduced before 2010; the term CDP was coined to describe this emerging class in 2013. It soon became apparent that many people were using CDP in a much looser sense to mean any system that built and shared customer profiles. As always, the details depend on the situation.)

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

MARCH 9, 2015

The preceding portions cover the current state of Customer Data Platforms. Social networks, mobile devices including phones and wearables, and the Internet of Things will provide ever-more details about the precise situation of each customer during each interaction. 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

NOVEMBER 2, 2010

I’d say the ATG purchase lessens the odds of Oracle buying a marketing automation vendor. The logic is this: buying ATG suggests that Oracle, like IBM (which put Unica in its WebSphere organization), is focusing on online marketing rather than marketing automation in general. So much for the obvious.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MARCH 26, 2014

The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. My only reaction was, What the heck took so long?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

OCTOBER 27, 2019

I believe the reason for these deals is that the buyers want to offer services that depend on unified customer data, but find it’s easier and cheaper to buy the necessary technology than to develop it internally. They simply realized that buying was the better option. The implications of this are substantial.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

SEPTEMBER 26, 2013

Raab Associates’ new Guide to Customer Data Platforms is now available (click here to buy ). As customers interact across more channels, marketers need to not just meet them in every new location but recognize them and carry on a continuous conversation from one touchpoint to the next. Fair enough. CDPs are something new.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 17, 2015

If you read my recent post on Customer Data Platforms Revisited very, very closely, you might have noticed it listed a category of data vendors who “store unified profiles and expose to other systems”, which is pretty much the core definition of a Customer Data Platform. Those firms will find this is pretty novel stuff.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

MAY 13, 2012

So it’s likely they’ll use Entiera’s technology to support sales of their core analytical products to current customers and perhaps to deliver them more cost-effectively to new customers. But marketing services are clearly just a sideline for FICO. That’s great for FICO and for Entiera’s founders.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Buy 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. There’s less value to sharing B2B strengths in execution, since each group builds and deploys programs independently. (In

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JUNE 27, 2013

Adobe obviously has a leadership position in content creation, although I’ve never felt that does much good in selling customer management systems. (To integrated marketing management marketing automation crm neolane customer experience management Web content management adobe'

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

AUGUST 13, 2010

Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. I discussed this a bit in my post on Adobe’s acquisition of Day Software and in the industry consolidation post.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 120

Customer Experience Matrix

MAY 26, 2023

More fundamentally, there’s no reason to expect people to use all the features of the products they buy. That’s what pushes companies to buy new systems to fill in the gaps. This is certainly a problem: thanks to the miracle of SaaS, it’s often easier to buy a new system than the fully research the features of systems already in place.

Enterprise Management 156

Enterprise Management Buy Work Management Marketing Management 156

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

JANUARY 4, 2012

LeadFormix will give Callidus another offering for its existing 900+ customers and access to 200 more companies now using LeadFormix. These include products for hiring, training, collaboration, content distribution, proposals, incentives, quota management, and analysis.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Automation Automation 120

Customer Experience Matrix

DECEMBER 16, 2018

It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. Both shed light on what we can expect to happen next.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

JUNE 5, 2012

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. The acquisitions are more problematic for marketing automation vendors, who now need to build, buy, or connect with social marketing systems to remain competitive.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120