Customer Experience Matrix

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Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

The first strand was the number of systems that offer detailed information about content consumption. Vendors including Highspot , SnapApp , Ceros , Uberflip , and ion interactive all let marketers track customer behaviors within a piece of content – such as how much time is spent on each page or even regions within a page.

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BrightInfo: Content Recommendations Made Simple

Customer Experience Matrix

Today''s topic is BrightInfo , which uses semantic technology to automatically recommend the most relevant content to Web site and blog visitors. BrightInfo uses Javascript tags and cookies to track visitors over time, allowing it to base recommendations on individual behavior as well as content similarity and popularity.

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idio Does Sophisticated Content Recommendation

Customer Experience Matrix

But I ultimately excluded idio because it is tightly focused on identifying the content that customers are most likely to select, a function I felt was too narrow for a proper CDP. It uses advanced natural language processing to extract entities and concepts from this content, classifying it with the vendor’s own 23 million item taxonomy.

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OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention. When I read that “OneSpot’s machine learning technology serially delivers multiple pieces of content to your users based on their interests and digital journey stage,” I thought I might have found the Holy Grail itself.

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Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. The distinction these vendors were making is between selecting content separately for each individual and selecting the same content for all members of a segment. Dynamic content within email campaigns often works exactly this way.

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Highspot Sales Enablement Helps Sales People Find Content and Marketers Measure What Works

Customer Experience Matrix

When Highspot was founded in 2012, it focused on better content discovery for sales people. It has now redefined its core mission as improving results by showing which content is working. Users can view, download, bookmark or email the selected content or do a live pitch to a prospect.

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SiteCore Migrates from Web Content Management to Cross-Channel Customer Engagement

Customer Experience Matrix

It’s more than three years since my original post about SiteCore’s plans to transform itself from a Web content management system to a platform for cross-channel customer experience management. The difference is architecture: the decision managers place decision logic at the center and see customer data and content as peripheral.