Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Since my ultimate goal is to help potential buyers decide which product to purchase, the obvious approach is to first classify the buyers themselves and then determine which systems best fit which group. Right--classifying demand generation systems.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Customer Experience Matrix

MARCH 14, 2013

It’s sponsored by Mintigo , a hard-to-classify vendor with technology to scan the Web for prospects and predict their interests. It isn’t news that each social network works differently, but it’s still eye-opening to see just how distinct they are. Eastern on “Making the Most of Social and Behavioral Data for B2B Marketing”.

Webinar Metrics 120

Webinar Metrics Work Management Marketing Management Social Networks 120

Customer Experience Matrix

NOVEMBER 15, 2013

There’s no automated lead scoring or branching campaign flows: when a new lead enters the system via a Web form or phone call, the user receives an alert, reviews whatever information was provided on the form or voice mail message, and manually classifies the lead as active, long term, new customer, or existing customer.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 13, 2016

These are updated immediately as new data is gathered, so the system is always working with the most current information. ONE lets users assign journey stages to activities and then classify interactions by activity type. Journey mapping.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

APRIL 2, 2015

What stood out was that the smoothest deployment happened when the creative and technical work was done by two independent agencies. This is social media monitoring on steroids, ranking performance of individual content items, classified by topic and brand, and then offering a variety of reports and alerts.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 7, 2010

Perhaps most important, many potential buyers still don’t understand the value provided by these systems—although vendors are working very hard to educate them. The work of generating Web traffic through search engine optimization, paid Web ads and expanded Web content has so far been performed outside of most demand generation systems.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Work Management 120

Customer Experience Matrix

MAY 23, 2012

Gaining the full benefit of tests also requires ways to classify results, distribute them, and keep them accessible for future reference. The system should make those questions easier to answer, but marketers shouldn't expect their total work to decrease. Strategic Goals.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

FEBRUARY 7, 2016

I've also added a few notes based on the closer look I took at each system in order to classify it. These resemble attribution except they work at the channel level and are not based on individual data. The main questions I asked were: Does the system capture individual-level data, not just results by channel or campaign?

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JULY 1, 2012

The other reason is that salespeople can decide which leads they’ll work on – so giving them what they want, regardless of whether it’s what they really need, is the key to lead scoring being considered a success. This is a common approach, although it’s not much different from applying the same rules to classify leads directly.

Lead Ranking 120

Lead Ranking Lead Scoring Sales Qualified Leads Budget Programs 120

Customer Experience Matrix

JULY 9, 2010

The trick to making this work is efficiency. The work adds up so quickly that most marketers can’t afford to do it. The work adds up so quickly that most marketers can’t afford to do it. Curata reduces this effort by using natural language processing to automatically identify, classify and tag potential articles.

Aggregators 120

Aggregators Marketing Automation Services RSS Classified Ads 120

Customer Experience Matrix

JUNE 28, 2010

They also let it work with many more data sources, since reliable subject-verb-object relationships are often unavailable. Saffron’s approach works particularly well with the Centrifuge front-end. In other words, the system needs no inherent assumptions about how the world works. Well, “effortlessly” is a bit of an exaggeration.

Organization 120

Organization Analysis API Statistics 120

Customer Experience Matrix

FEBRUARY 16, 2007

Speed-trap does this by having users write “nano-programs” that search for patterns, classify sessions, apply labels, group related items, and aggregate results across time periods. This sort of work actually adds value by forcing users to seriously examine their data and analysis methods. There's nothing wrong with that.

Analytics 120

Analytics Aggregators Privacy Rules 120

Customer Experience Matrix

OCTOBER 10, 2009

Those have all been proposed as ways to classify business intelligence systems, and several of the products in my business-analyst business intelligence (BABI--how cute!) This runs the risk of missing some critical requirement that no vendor has yet uncovered, but it saves a ton of work. category fall into one or another such group.

Business 120

Business Aggregators Vendors Pricing 120

Customer Experience Matrix

DECEMBER 9, 2008

Just paging through his notes, some of his suggestions include: - classifying users in several dimensions, including the job type, experience with the tasks, general computer experience, personality type, and general abilities (e.g. It works the way I want it to work. - language skills, physical disabilities, etc.). .

Marketing Automation Services 120

Marketing Automation Services Demand Generation User-Generated Content Customer Surveys 120

Customer Experience Matrix

FEBRUARY 23, 2007

If we want to use LTV as a customer experience metric, we need a LTV calculation that works at the level of customer experiences. The processing involves three basic tasks: extracting the data from the source systems; linking records that belong to the same customer; and classifying the data so it can be used in a model.

Tagging 120

Tagging Comparison Purchase Advertisements 120

Customer Experience Matrix

SEPTEMBER 1, 2009

Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. I guess that’s true, but doubt it’s important to most marketers.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

AUGUST 4, 2022

What these changes mean is more work for marketers, who have been happy to shovel dollars into one end of the Big Tech black box and pipe revenue out from the other, without worrying much about what happened in between. Congress may or may not pass new privacy and anti-trust laws, but anti-trust legal action is ramping up either way.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

MARCH 16, 2021

Still, ActiveNav’s ability to explore and classify data repositories without human guidance is a major improvement over manually-built data inventories. This is sold this primarily through partners who work on data management projects for heavily regulated industries and governments. This is a strength of Trust-Hub.

Automation 194

Automation Privacy Work Management Rules 194

Customer Experience Matrix

MAY 7, 2015

But that is so tactical I classify it as part of execution. Persado does this by selecting and then testing content derived from a huge database of marketing language, classified by emotional, descriptive, and formatting categories. The system doesn’t do this yet but the vendor tells me they’re working on it.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

MAY 28, 2015

The findings are organized into a list of customer interactions, which are classified by journey stage, channel, department, emotional outcome, segment, and other properties. Early versions of suitecx have been used by the east bay group in their own work for years. Process maps and campaign flows are under development.

Paid Search Agency 120

Paid Search Agency Multi-Channel API Display 120

Customer Experience Matrix

AUGUST 18, 2016

Some of pause was due to vacation, but mostly it was because I’ve been working feverishly to finish the Raab Guide to Account Based Marketing Vendors , which I’ve released today and you can purchase here. I won’t whine-brag about the amount of work involved but rest assured it was substantial.* Hopefully the result is worth the effort.

Work Management 120

Work Management Marketing Automation Services Marketing Management Account Based Marketing 120

Customer Experience Matrix

FEBRUARY 28, 2007

This only took a few days work, using a very slick and efficient business intelligence tool called QlikTech (for which Client X Client is a reseller, if anyone is interested). I made several references to a “Lifetime Value system” that would support many of these applications.

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Customer Experience Matrix

DECEMBER 8, 2016

In fact, I originally classified those systems as CDPs although I’ve now narrowed my definition since the database is not their focus. For the record, I did work on a farm when I was a lad, and drove a tractor. **I'd Maybe the more modern analogy is powering apps with your smartphone. But that would be rude.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

JANUARY 3, 2017

The system can usually classify new inputs automatically and flags the remainder for human review. The company rarely works with clients having less than $100 million annual revenue. But the system does organize inputs into a base structure of guests (i.e., customers), sessions, and orders. Boxever was founded in 2011 and opened a U.S.

Ideal Customer Profiles 0

Ideal Customer Profiles Paid Search Agency Classified Ads Rules 0

Customer Experience Matrix

AUGUST 25, 2016

A true ABM system works at the account level but messages may be delivered to accounts (IP-based ad targeting), known individuals (email), or anonymous individuals (cookie- or device-based targeting, although sometimes these are associated with known individuals). Because of this, different systems work at different levels.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JULY 1, 2016

In addition to assigning an account list and defining individual selection criteria, program set-up includes creating rules to classify accounts into buying stages. This means that individuals from the same company with different personas will be in different programs and potentially receive different experiences.

Account Based Marketing 120

Account Based Marketing ABM Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 2, 2014

Way back in January, I began working with SAP on a set of worksheets to help marketers assess their customer management systems. So how does this all work? But it certainly provides a starting point for discussions and a base of data to work with. Not bad for free. Thanks, SAP! Well worth a ten minute investment of your time.

Analysis 120

Analysis Advertising Benchmark Tools Work Management 120

Customer Experience Matrix

MAY 27, 2014

By accessibility, I mean just about any company can use them: there’s no installation fee, implementation takes a few hours of work (spread over a week or two), there are prebuilt connectors for common shopping carts, pricing starts at $75 per month, there’s a money-back guarantee of 10x ROI, and the actual modeling is fully automatic.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

NOVEMBER 3, 2016

This supports the previous point about best-of-breed working fairly well, whether or not the stack was well integrated. But I will highlight a couple of findings that are most relevant to my own concerns. Martech maturity has skyrocketed in the past year. This theme shows up throughout the report.

Studies 120

Studies Marketing Automation Services Paid Search Agency Vendors 120

Customer Experience Matrix

JUNE 25, 2015

This was how direct mail marketers worked for decades, and often still do: it’s an efficient way to manage dozens or hundreds of cells within a large outbound campaign. Someone has to do the hard work of figuring out what treatments to deliver in each situation. There are simply too many variables for that to work.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

DECEMBER 2, 2015

Such rules must exist for any number of reasons, such as location, products owned, or credit limit, so adding sequence constraints is little additional work. For example, actions can be classified by broad types (cross sell, upsell, retention, winback, price level, product line, customer support, education, etc.)

Marketing Proposals 120

Marketing Proposals Campaigns Automation Work Management 120

Customer Experience Matrix

AUGUST 4, 2008

Along those lines, I think it’s worth noting that Fred spoke in terms of minimizing the work performed by users, not of making the system simple or easy to use. Looking back, the original question that kicked off this series of posts was how to classify vendors based on their suitability for different buyers.

Demand Generation 120

Demand Generation ActiveConversion Marketing Automation Services Demand 120

Customer Experience Matrix

OCTOBER 8, 2010

Systems can also be classified functionally as operational or analytical, and as dealing with online or offline activities. It's interesting stuff and a great way to work up an appetite. So far so good. But a system's relation to customers is just one dimension.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 28, 2009

But I ultimately classify them as SaaS because they offer self-service versions of their data loading and analysis tools. The terminology and interface are unusual, but should work well after some practice. Entiera currently uses Exact Target as its email partner, although it could work with others.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 23, 2007

John Pasqualetto, ClickFox’s Director of Business Development, tells me the product is easy to sell: basically, the company loads a week’s worth of interaction logs, plots them onto a model that classifies the different types of events, and shows customer paths through that model to the prospective buyer.

Generation 120

Generation Work Management Display Analytics 120

Customer Experience Matrix

NOVEMBER 14, 2006

We’ve been working lately on a demonstration system to deal with this. The demonstration uses a standard Customer Experience Matrix that is linked to a database of transactions classified in the two standard Matrix dimensions (channel and contact category) plus a dimension of time. But it’s hard to draw neatly.

Act-On 120

Act-On Contacts Advertising Channels Efficiency 120

Customer Experience Matrix

SEPTEMBER 5, 2008

What I’ve found is that I can identify a smaller set of applications, and then classify features as applying to simple (basic) forms of those applications, or complex (advanced) ones. The HTML that Excel generates automatically won’t work at all.) This is what I’ve been doing and it has been quite enlightening.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Work Management Marketing Management 120