Customer Experience Matrix

MARCH 12, 2017

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

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

DECEMBER 19, 2017

The Customer Data Platform Institute (CDPI) recently surveyed its members about their customer-facing systems and CDP deployment plans. Let’s start with the general state of customer facing systems. The CDPI Member survey also asked about plans regarding Customer Data Platforms. Click here to download the full report.)

Marketing Automation Services 136

Marketing Automation Services Customer Surveys Planning Comparison 136

Customer Experience Matrix

NOVEMBER 24, 2016

The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. million but incremental revenue was $362 million.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 8, 2017

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. Online retailers do capture customer names and transactions operationally.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

SEPTEMBER 28, 2017

I escaped from my cave this week to present at two conferences: the first-ever “Customer Data Platform Summit” hosted by AgilOne in Los Angeles, preceding Shop.org, and the Technology for Marketing conference in London, where BlueVenn sponsored me. There were some interesting developments. Broader awareness of CDP. So hooray for that.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

MARCH 18, 2018

For the past year, the most common question about Customer Data Platforms has been how they differ from Data Management Platforms. 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

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. But we should still take a look at the underlying arguments. She’s right.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

OCTOBER 4, 2016

Three announcements caught my eye, all highlighting the increasing attention being paid to customer data. Krux now has an “intelligent marketing hub” that can also load a company’s own data from CRM, Websites, mobile apps, and offline sources, and unify customer data to build complete cross-channel profiles.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

JUNE 3, 2017

This puts it in competition with dozens of other customer engagement and personalization systems. Data: SessionM can gather customer behaviors on Web and mobile apps from its own tags or using feeds from standard Web analytics tools. It can also ingest data from other sources such as a Customer Data Platform or CRM system.

Loyalty 120

Loyalty Enterprise Management Ideal Customer Profiles Work Management 120

Customer Experience Matrix

SEPTEMBER 16, 2017

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. Take Vizury , a Bangalore-based company that started eight years ago as an retargeting ad bidding platform. disguised) customer ID it has placed on the visitor’s browser cookie.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 120

Customer Experience Matrix

OCTOBER 26, 2016

I'm working with MarTech Advisor on a survey to understand the state of customer data management. And if possible, pass on to people in other companies who could also help. If you have five minutes or so, could you please fill it out? Link is here. You'll get a copy of the final report and my gratitude.

Customer Surveys 120

Customer Surveys Companies 120

Customer Experience Matrix

JUNE 17, 2016

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This allows for standard treatments to be fully automated.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

JULY 7, 2017

Customer Data Platform vendors come from many places, geographically and functionally. About two years ago the company refocused on building customer profiles with data from all sources. Unusally for a CDP, Lexer also provides a social engagement system that lets service agents engage directly with customers.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Elasticity Adwords 120

Customer Experience Matrix

OCTOBER 20, 2016

The need for a Customer Data Platform – a marketer-controlled, unified, persistent, accessible customer database – applies equally to business and consumer marketing. Indeed, many of the firms I originally identified as CDPs were lead scoring and customer success management vendors who serve primarily B2B clients.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 14, 2016

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The system can also look up information about a specific customer in real time if an ID is provided.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

AUGUST 26, 2014

Since the company has been admirably transparent all along about its finances, there were no big surprises: they lose considerable money, as expected, but their expenses seem about in line. The basic picture, then, is a disciplined company that has grown quickly while keeping costs in line. As I say, pretty much what we suspected.

Paid Search Agency 120

Paid Search Agency Hubspot Eloqua Advertising Agencies 120

Customer Experience Matrix

MAY 3, 2013

I’m still collecting examples to illustrate my new category of Customer Data Platform (CDP) systems. The latest is Provenir , a company founded in 1992 that has long sold a system to make credit risk and fraud decisions in real time. It’s a slight stretch to call Provenir a CDP, because it doesn’t manage a permanent customer database.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Paid Search Agency Wikipedia 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

FEBRUARY 19, 2015

Looking back once more at last month’s post on the future of marketing data , you may recall that I briefly mentioned the intriguing rise of Web tag management systems as platforms to integrate customer data. Sounds like a Customer Data Platform to me. Tealium highlighted the topic on Tuesday with $30.7

Tagging 120

Tagging Enterprise Management Work Management Marketing Management 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.

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

NOVEMBER 4, 2014

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. The company has been busy since then, raising $7 million to supplement its initial $2.2 But perhaps I’m getting ahead of myself.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 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

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. The company itself has been serving clients in late 2012.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

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

JUNE 2, 2015

It’s just over two years since I started writing about Customer Data Platforms. One thing that’s become clear since then is that only big companies will purchase a marketing database by itself. Everyone else wants to combine the database with a practical application.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 120

Customer Experience Matrix

AUGUST 23, 2012

Today let's take a look at the same diagram for large businesses, which we define as companies with $500 million revenue or more. These companies have large marketing departments that may manage hundreds of campaigns for different products in different locations.

Eloqua 120

Eloqua Marketing Automation Services Lead Ranking Enterprise Management 120

Customer Experience Matrix

JUNE 27, 2014

It’s been a while since I wrote about Customer Data Platforms , but only because I’ve been distracted by other topics. Clients can adjust the breakpoints to create custom performance ranges. The company is considering future applications including campaign optimization, pipeline forecasting, and account-level targeting.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

MAY 26, 2010

My friend and former business partner Michael Hoffman of ClientXClient recently sent a copy of his new book Customer Worthy , which explores use of his customer experience management tool, the CxC Matrix. I’ve long been a big fan of the Matrix*, which visualizes all the ways a customer can interact with a business.

Work Management 120

Work Management Privacy Tagging Contacts 120

Customer Experience Matrix

NOVEMBER 27, 2013

I’ve been illustrating the point recently by asking whether every system I see is really a Customer Data Platform (CDP). The question comes up because nearly every customer management system builds its own customer database, which is one core function of a CDP. On to Aginity itself.

Marketing Management 120

Marketing Management Ideal Customer Profiles Analytics Paid Search Agency 120

Customer Experience Matrix

JANUARY 27, 2021

Segment was more of a pure-play or "data" CDP, limited to assembling and sharing customer profiles. They have their sights set on providing a communications layer to support all customer-facing operations, including sales and service. Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

JULY 1, 2023

The net result across the marketing industry as a whole will be that every company produces a wonderfully high and consistent level of marketing outputs. The winners in that world were companies who could use marketing to differentiate what in fact were commodity products. So, how will companies compete in this new world?

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

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. It’s why CDPs are so important.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

JUNE 18, 2013

Here I am, all excited about discovering a new category of Customer Data Platform systems , which combine marketing database management, predictive modeling, and decision engines. The system builds on these to deliver packages of standard alerts, reports, guided analytics, individual customer profiles, and campaign lists.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Analytics Marketing Management 120

Customer Experience Matrix

MAY 20, 2013

At their annual Amplify conference last week, Silverpop unveiled the culmination of a two year project that conveniently matches the Customer Data Platform (CDP) concept I’ve been describing for the past month. The central database and cross-channel treatments are two of the three capabilities I’ve defined for a Customer Data Platform.

Enterprise Management 120

Enterprise Management Advertising Channels Marketing Automation Services Work Management 120

Customer Experience Matrix

DECEMBER 10, 2013

If you’ve been reading my recent posts, you won’t be surprised that I’ve decided they are yet another Customer Data Platform. In fact, the people most surprised by this news will probably be the folks at Woopra itself, which positions itself as “an insight company” and has deep roots in traditional Web analytics.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

Customer Experience Matrix

AUGUST 18, 2020

But bear in mind that 92% of consumers say they would avoid a company after a data breach. I recently took a quick scan of research on the issue, prompted in particular by a headline that nearly half of companies release software they know contains security flaws. So, like it or not, security is a marketer’s problem too.

Work Management 276

Work Management Marketing Management Privacy Fulfillment 276