Customer Experience Matrix

JUNE 22, 2011

Adobe describes its scope as nothing less than optimizing customer experience and marketing spend across the entire customer journey, from first learning about a company through validation, purchase decision, product use, and commitment. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 13, 2006

I’ve been at the National Center for Database Marketing conference these past few days. The people asking the question were experienced database marketers, so it’s not that they don’t know any better. But these people are not in a position to make the issue go away by reorganizing their company around customers.

Database Marketing 120

Database Marketing Conference Consulting Contact Marketing 120

Customer Experience Matrix

JULY 22, 2010

Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. Decision Software has remained a small company while Aprimo is most successful in B2B marketing resource management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 10, 2014

Real Time Personalization already exists, obviously, and will remain a separate product that can work with any marketing automation system. To quote Miller again: “ The marketing platform provider should be a partner to marketing, a company that truly understands what’s happening in marketing and that ''has marketing’s back''.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

MAY 15, 2011

Cons: • Many companies don’t have the resources to handle very large volumes of data. Membership of the Direct Marketing Association and those who attended the NCDM (National Center for Database Marketing) is a good place to start. Pros: • Richer data content from any given data source. Look to the industries named above.

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

DECEMBER 12, 2007

I’m at the National Center for Database Marketing Conference this week. Richard Deere of Direct Data Mining Consultants, a very experienced modeler, told me that interest in segmentation always increases during recessions, because companies are more determined to increase the return on diminished budgets.

Analytics 120

Analytics Budget Programs Vendors Paid Search Agency 120

Customer Experience Matrix

APRIL 16, 2007

Mike called such services “table stakes” for companies who want to compete in this field, which is why they’re barely worth mentioning. I’ve corrected my April 3 post on mobile marketing systems to reflect this.) a database marketing focus, using customer profiling to target ads.

Paid Search Agency 120

Paid Search Agency Ideal Customer Profiles SMS Advertising Agencies 120

Customer Experience Matrix

APRIL 18, 2007

A marketer who understands the need for customer-based management told me yesterday that the biggest obstacle to adoption is the intense product orientation of her business. That sounded familiar: I heard exactly the same thing last December at the National Center for Database Marketing in December (see my December 13 post ).

Ideal Customer Profiles 120

Ideal Customer Profiles Database Marketing Tagging Profiling 120

Customer Experience Matrix

JANUARY 31, 2010

Marketing Studio can identify the company of anonymous visitors based on their IP address and retain the history of anonymous visitors when they identify themselves by filling out a form. Marketing Studio was launched in September 2009 and at this writing has 22 clients, including a mix of business and consumer marketers.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Management Resource Management 120

Customer Experience Matrix

MARCH 29, 2007

As you know from Monday's post , I’ve been poking around a bit at mobile marketing software. One company that turned up is Enpocket , a Boston-based firm that has developed what appears—and I’m basing this only on their Web site—to be an impressively complete system for managing mobile advertising campaigns.

Mobile Advertising 120

Mobile Advertising Advertisements Advertising Work Management 120

Customer Experience Matrix

DECEMBER 18, 2006

Speaking of relationships among concepts, I did want to clarify one point from last week’s posts on the attitude of marketers towards customer centricity. Customer Experience Management is a vastly broader concept, involving all aspects of a company's operations.

Buzz 120

Buzz Marketing Management Planning Eye-Tracking 120

Customer Experience Matrix

SEPTEMBER 30, 2016

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. That puts it more in the realm of Master Data Management, except that MDM is highly technical while Reltio is designed to be used by marketers and other business people.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 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. To build some suspense, let’s first review who else has been buying CDPs.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

JANUARY 26, 2007

Tooker makes this case in his usual colorful fashion in his book The Business of Database Marketing. Plus the process takes too long, and most buyers don’t understand their real requirements, anyway. (My My friend Richard N. Another recent criticism is in Avinsh Kaushik’s excellent Occam’s Razor blog here.)

RFP 120

RFP Vendors Marketing Proposals Sales Qualified Leads 120

Customer Experience Matrix

DECEMBER 22, 2006

When I really think about it, what I find intriguing about smartphones is their potential to break down the barriers that have traditionally separated marketers from their prey…er, I mean, their customers. In conventional consumer marketing, companies knew basically nothing about individual customers.

Work Management 120

Work Management SMS Privacy Marketing Management 120

Customer Experience Matrix

FEBRUARY 23, 2011

The company also created special editions for ad agencies, which now provide about 40% of its business. I can’t say for sure because there are several companies in the field that I’ve never researched. But it doesn’t really matter, because MarketingPilot is now positioned as an integrated marketing management product.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

JANUARY 18, 2015

There’s some investment on the Data layer in data gathering vendors, especially along the lines of acquisitions by big companies (Oracle/Datalogix, D&B/NetProspex, etc.). But any marketer can tell you, and every survey I’ve seen confirms, that most companies are nowhere near having fully integrated their customer data.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Customer Experience Matrix

JULY 28, 2009

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. The company has about a dozen Insight clients, and many more using its other services.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 25, 2010

It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. One of the fundamental challenges in database marketing is that a seriously sophisticated campaign may send different messages to hundreds or even thousands of customer segments.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 120