Customer Experience Matrix

APRIL 13, 2016

ONE provides its own Javascript tag to capture Web and email interactions and a SDK to connect with mobile apps. This allows ONE to store nearly any kind of data including not just customer attributes and identifiers, but also interaction and purchase details, touchpoint configurations, and product information. until recently.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

OCTOBER 7, 2017

Even vendors that do attribution often limit themselves to assigning user-selected fractions of value to different channels or touches, replacing the obviously-incorrect first- and last-touch models with less-obviously-but-still-incorrect models such as “U-shaped”, “W-shaped”, and “time decay”. Truth be told, I don’t love this approach.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

AUGUST 25, 2016

Most Execution firms in the Guide specialize in a particular channel, such as display advertising, social media advertising, Web content, or email. Many can also push messages to other channels via marketing automation or CRM integration. This narrows the field drastically.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

JULY 7, 2017

Matching is strictly deterministic, although links based on different matches can be chained together to unify identities across channels. It can react to new data by moving customers into different tribes or personas and can send lists of those customers to external systems for targeting in social, email, or other channels.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Elasticity Adwords 120

Customer Experience Matrix

APRIL 27, 2020

The problem seems like a good candidate: governed by a few simple dynamics that become interestingly complex when they interact. It might be that their data adds value – say, by making predictions more accurate – or because they enable delivery of messages in more channels.

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

MAY 31, 2013

Neolane has been one of these, growing from its roots in email to encompass other outbound and inbound channels, and more recently with a slew of social and mobile marketing features. One of its offerings, originally launched in 2009, is its real-time interaction manager, Neolane Interaction. But Neolane seems to pull it off.

Enterprise Management 120

Enterprise Management Interactive Marketing Marketing Management Campaigns 120

Customer Experience Matrix

MAY 24, 2016

For example, you wouldn’t store the minute-by-minute history of weather in every location if it were only relevant at times and places of customer interactions. Instead, you’d look up the weather in the customer’s location when an interaction began and store it as part of the interaction history.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

NOVEMBER 21, 2014

The corporate home page says “Sailthru makes it easy to personalize every channel for every customer,” which is accurate enough. But plenty of other companies also help with omni-channel personalization. These are linked across channels to a customer identity that is usually known at the start of an interaction.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

MARCH 13, 2014

Products like Unica (now IBM ), Teradata Customer Interaction Manager, and SAS Marketing Automation were introduced before the earliest B2B marketing automation systems and B2C email products. The system can deliver emails and support real time interactions across other channels.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 10, 2017

Plan interactions. Execute interactions. So AI does indirectly drive interaction flows. Messages through other channels would have to be executed through marketing automation or CRM. Lead Genius sends emails through corporate or individual salespeople’s email accounts. Analyze results.

Marketing AI 120

Marketing AI Account Based Marketing Lead Ranking Lead Scoring 120

Customer Experience Matrix

AUGUST 25, 2016

to unify data marketing campaign to opportunity mapping to support attribution combine data from marketing automation, Web analytics, and CRM track offline channels such as conferences, direct mail, outbound hone calls capture detailed interaction history for each Web visit (mouse clicks, scrolling, active time spent, etc.)

Marketing Automation Services 120

Marketing Automation Services Account Based Marketing Vendors Differentiation 120

Customer Experience Matrix

JUNE 2, 2016

I got all excited when I saw this description from messaging vendor Intercom about new "smart campaigns" in marketing automation that automatically send the best message at the best time in the best channel to each person without pre-designed campaign flows. Alas, a deeper look left me a little disappointed.

Campaigns 120

Campaigns Marketing Automation Services Trigger Marketing Work Management 120

Customer Experience Matrix

MAY 24, 2017

It starts with about two years’ of interactions for most clients, so it can see good sample of customers who have already completed a journey to high value status. The system can manage other channels than email. Lest this seem like the blackest of magic, rest assured that Coherent Path bases its decisions on data.

Promotion 176

Promotion Lead Ranking Lead Scoring Optimization 176

Customer Experience Matrix

JULY 3, 2014

But marketers want to integrate email with other messaging channels, so a stand-alone email platform is increasingly unattractive. The obvious solution is to add other channels and, even more important, features to control the decisions of when, how, and to whom messages are sent. Results will determine what happens next.

Work Management 120

Work Management Marketing Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JUNE 5, 2013

But as Salesforce.com made clear in its own call yesterday, they were most attracted by ExactTarget''s multi-channel marketing capabilities. In any case, SAP did tell a good story: real-time interactions seamlessly presenting customers with consistent information, dialogues, and purchases across all channels, with a central role for the Web.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

MARCH 6, 2016

This makes channel partners, methodologies, and client support even more important – making Infusionsoft’s head start in experience, methodology, and partner network harder to overcome. Of these, I found WickedReports the most interesting: they use customer tracking to do multi-channel lead attribution and customer value analysis.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

OCTOBER 29, 2017

It’s not unique to Flytxt but it's also not standard among customer interaction systems. This ability to tailor behaviors to the current context is critical for reacting to customer needs and taking advantage of the opportunities those needs create.

Enterprise Management 212

Enterprise Management Marketing Management Paid Search Agency Ad Frequency 212

Customer Experience Matrix

MAY 20, 2013

Silverpop’s new features load customer behaviors from all sources into a central database, match identities to create a unified customer view, and make the resulting information available for real-time, automated interactions across all channels. Silverpop falls short on the third CDP function, which is integrated predictive modeling.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

NOVEMBER 3, 2018

The delivery layer holds both systems that send outbound messages such as email and advertising and interactive systems such as Web sites and call centers. In most cases, these vendors now deliver across multiple channels. Picking the right message is just one of many features and often developers’ main concern.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

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.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 2, 2015

Pricing for the most basic version of Blueshift starts at $999 per month and tops out at $3,999 per month for all features and up to 1 million “active users” across all channels. Blueshift lets users specify a sequence of steps by filling out forms to define the segment, channel, and content template for each step and time between steps.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 120

Customer Experience Matrix

JANUARY 18, 2013

My continuing tour of real time interaction managers landed with the good folks at IBM two weeks ago, where I caught up with what’s now IBM Interact. The product was originally launched more than a decade ago by Unica as Affinium Interact.* The two modules can also share segment definitions, offers, and interaction history.

Enterprise Management 120

Enterprise Management Interactive Marketing Merchandising Touchpoints 120

Customer Experience Matrix

SEPTEMBER 28, 2011

Here are some others, in rough order of industry familiarity: Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring. Neolane – provides multi-channel campaign management, realtime interactions, and marketing resource management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 24, 2016

Obviously the system has been updated many times since then but its core approach to optimizing real-time decisions across all channels has stayed remarkably constant. Offers can include multi-step flows with interactions over time and across channels. It brings together audiences, offers, and actions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JUNE 22, 2011

But Adobe also explicitly limits its scope to digital channels, and implicitly limits its concern to content creation, delivery, and evaluation. Offline interactions, such as telephone and retail, are definitely out of the picture. FatWire will allow much richer, more personalized and targeted Web site interactions.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 3, 2013

Over the past year, the company has added “social listening” capabilities and begun offering itself to marketing agencies as a customer interaction manager. Rather, like most interaction managers, it calls data from external sources during each decision. Other channels will be added over time.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Paid Search Agency Wikipedia 120

Customer Experience Matrix

MARCH 18, 2018

This is where good delivery resources can be helpful: it’s much easier to deliver value with a use case that involves direct customer interaction and, thus, the opportunity to increase revenue or reduce costs.

Ideal Customer Profiles 136

Ideal Customer Profiles Barriers Analysis Trigger Marketing 136

Customer Experience Matrix

APRIL 13, 2017

Monetate’s intelligent personalization is currently limited selecting content for Web interactions. It will add support for other channels next year. It was previously based on page views but is now based on unique visitors and number of channels. Pricing for Monetate has also changed with the new product.

eCommerce 120

eCommerce Personalization Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

APRIL 17, 2015

For people who understand such things, the importance is clear: custom objects open the path to Marketo supporting new channels and interactions, removing a major roadblock to competing as the core decision engine of an enterprise-grade customer management system.

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

OCTOBER 14, 2014

None of those are required for a CDP to fulfill its core purpose of giving marketers a unified customer database to support coordinated customer treatments across channels. When a message has versions for different channels, the system can deliver the message in the highest-priority channel for which a user address is available.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

DECEMBER 1, 2017

Cross-device matching and cross-channel identity matching (a.k.a. It’s clear to me that the future of in-store retail depends on creating entertaining, enjoyable experiences, and specifically on human interactions that online merchants can’t duplicate. Those interactions could be with store personnel, friends, and other shoppers.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

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 reason is that post-sales interactions are increasingly automated and marketers have the best tools to manage automated interactions effectively.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 7, 2016

The main questions I asked were: Does the system capture individual-level data, not just results by channel or campaign? This question disqualified a few vendors that look only at online interactions. These resemble attribution except they work at the channel level and are not based on individual data.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 21, 2015

These were solid and comprehensive, although Teradata continues to make an unfashionable distinction between “omni-channel” marketing, which is conventional relationship marketing across all channels, and “digital” marketing, which is Web and email marketing.

Resource Management 120

Resource Management Hubspot Marketing Automation Services Enterprise Management 120

Customer Experience Matrix

MARCH 16, 2016

And, yes, Crystal advises you how to interact with others based on those insights, going so far as to suggest changes to your emails to better fit the style of the recipient. They then choose which personas get which messages, set a budget and timeframe for each channel, and let Mariana execute the campaign.

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

MAY 24, 2014

Convertro and Adometry both import individual-level contacts across online and offline channels and use these with other data to estimate to incremental impact of each marketing message. See my 2013 post on Adometry for details.)

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Acquisitions 120

Customer Experience Matrix

OCTOBER 21, 2010

The CMO Council and Accenture Interactive recently released a study Aligning the CMO and CIO to Achieve Agile Intelligent Marketing based on parallel surveys of about 300 members of each group. CIOs agreed that better data was their first priority, but otherwise felt they should focus on new types of systems and interactions.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120