Customer Experience Matrix

JULY 18, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority. The impact of marketing ROI, on the other hand, is often less clear.

Analytics 120

Analytics Multi-Touch Attribution ROI Vendors 120

Customer Experience Matrix

AUGUST 22, 2013

It then imports CRM and marketing automation data from its clients'' systems, enhances the imported records with information from its big proprietary database, and builds predictive models that score companies and individuals on their likely win rate, conversion rate, deal size, and lifetime revenue.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Stage Results Purpose: understand movement of leads through the buying stages Inputs: marketing costs per stage, conversions (= number of leads that move to the next stage), conversion time (= time in stage before conversion to next stage; a.k.a. from the current lead inventory.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

MAY 23, 2012

Ask most marketers how they measure performance, and they’ll tell you they look at results: incremental revenue or return on investment if they’re available, or response rates if they're not. Even if marketers can’t measure revenue, they can set benchmarks for metrics like number of leads generated, funnel conversion rates, or cost per order.

Lead Ranking 120

Lead Ranking Contingency Planning Planning Lead Scoring 120

Customer Experience Matrix

JUNE 8, 2011

Then I noticed it was touting new reporting feature called Coremetrics Lifecycle, which the company describes as “the industry’s first application geared to enable online marketers to track and understand how customers progress through long-term conversion lifecycles.” That is, it shows conversions from one stage to the next.

Analysis 120

Analysis Eloqua Eye-Tracking Segmentation 120

Customer Experience Matrix

JULY 17, 2015

for individual-level systems, make sure they can look beyond predicting the highest immediate response rate to measuring impact on long-term objectives such as conversion or lifetime value. - All this has practical implications for marketers considering these systems. -

Work Management 120

Work Management Segmentation Analytics Automation 120

Customer Experience Matrix

DECEMBER 8, 2011

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ). But social is clearly growing fast and has great potential.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

SEPTEMBER 18, 2011

Needles tailors these to demand generation by recommending that marketers check for nurture logic integrity, conversion rates by stage, lead scoring accuracy, and routing errors. Key metrics include process capacity, throughput time, and system balance.

Demand Generation Agencies 120

Demand Generation Agencies Demand Peer-to-peer Work Management 120

Customer Experience Matrix

APRIL 4, 2014

and Canada (via automated speech-to-text conversion), Nielsen ratings and audience demographics, and stock market data. . • Data sources. The system ingests huge swaths of social media, virtually every TV and radio broadcast in the U.S.,

Social Media 120

Social Media Enterprise Management Trends Work Management 120

Customer Experience Matrix

OCTOBER 31, 2008

Basically it defines a formula for calculating profit based on factors that are affected by a demand generation system: number of leads, lead-to-customer conversion rate, net margin per customer, acquisition cost, lead handling cost and sales cost. This is a spreadsheet on calculating the business value of a demand generation system.

Demand Generation 120

Demand Generation Lead Ranking Lead Scoring Demand 120

Customer Experience Matrix

AUGUST 3, 2010

These include graphical models that track movement of leads through the stages, detailed analytics with specialized measures such as conversion rates and speeds, statistical projections based on current inventory and historical flow rates, and executive dashboards.

Enterprise Management 120

Enterprise Management Marketo Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 5, 2009

There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention. The main result of the conversations so far has been to clarify the items related to lead routing. 0 0 0 0 0.5

Lead Ranking 120

Lead Ranking Lead Scoring Demand Generation Work Management 120

Customer Experience Matrix

MAY 26, 2023

Typically one or the other is limited: while there may be a bottomless appetite for chocolate, there is only so much cocoa in the world; conversely, while there is a near-infinite supply of Internet content, there are only so many hours available to consume it. The size of most markets is governed by a combination of supply and demand.

Enterprise Management 156

Enterprise Management Buy Work Management Marketing Management 156

Customer Experience Matrix

NOVEMBER 16, 2010

Reports they’ve mentioned include: the number and ages of leads at each stage in the funnel; relation of leads delivered to sales capacity at local levels; and revenue projections based on existing leads and stage-to-stage conversion rates. I don’t know which of these are already available.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Ranking 120

Customer Experience Matrix

AUGUST 29, 2013

The system also lets sales people rate each lead with a thumbs up or thumbs down, providing feedback to fine tune the scoring model. LeadSpace was founded in 2007 as a prospecting tool that let salespeople enter a company name and receive a list of individuals and their associated information and social conversations.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

MAY 3, 2007

Since we had agreed on many related issues during the conversation, I was quite taken aback. This is also true, but I feel it’s accounted for by applying high discount rates to future cash flows and, more generally, by being conservative in the underlying assumptions. His argument had two points.

Privacy 120

Privacy Tagging Course Conversion 120

Customer Experience Matrix

NOVEMBER 4, 2010

Specifically, it generates reports on the number of contacts in each stage, stage-to-stage conversion rates, and average time spent in each stage. This lets the system track contacts as they move through the buying, on-boarding and retention processes.

Salesforce.com 120

Salesforce.com Lead Ranking Lead Scoring Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 12, 2009

Reports do track response rates, conversion rates, and movement of opportunities through stages in the sales funnel. This information is presented in a variety of standard reports, although, perplexingly, I couldn’t find one that related the cost of a campaign to the revenue from its respondents.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 25, 2008

In fact, LucidEra is releasing a new module for lead conversion analysis today to address this very need. I was particularly intrigued at what Aberdeen found about the relative deployment rates for different capabilities. They even cited one demand generation vendor that had turned to them for help. (In

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 26, 2007

This led to a long conversation with eventricity founder Mark Holtom, who turned out to be an industry veteran with background at NCR/Teradata and AIMS Software, where he worked on several of the pioneering projects in the field. Cost is 75,000 Euros, or about $110,000 at today’s pitiful exchange rate.

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

MARCH 20, 2007

Most optimization tests seem to focus on simple goals such as conversion rates, which have the advantage of being easy to measure but don’t capture the full value of an improvement. Measuring the financial value of optimization comes back to last Wednesday's post on the credibility of marketing metrics.

Multivariate analysis 120

Multivariate analysis Lead Ranking Lead Scoring Optimization 120

Customer Experience Matrix

SEPTEMBER 18, 2006

Measuring how customers behave in specific sets of conditions, such as after two service outages within a three month period, is much harder than measuring simple behaviors such as conversion rate from first to second order.

Terms and Conditions 120

Terms and Conditions Wiki Conversion Rate Analysis 120

Customer Experience Matrix

JANUARY 17, 2007

Makes a good title for a conference presentation, at any rate. This has some interesting management implications: you need to watch for evidence that you are approaching a conversion point, and recognize that you may need to shift control of the modeling process from one department to another when a conversion happens.

Enterprise Management 120

Enterprise Management Resource Management Paid Search Agency Paper 120

Customer Experience Matrix

JULY 30, 2009

It also now uses Salesforce.com opportunity records to measure the close rates of leads from different sources. I'm not sure what to make of that, except to suspect that someone left the programmers unsupervised. It extended this in 2009 email alerts triggered when user-selected leads visit the Web site.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 3, 2012

It’s an old saw among direct marketers that the list determines most of your response rate and the offer controls for most of the rest. Conversely, the same piece of content had hugely different results at different places in the flow. survival is more important than conversion. accounts for maybe 10% of the result.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120

Customer Experience Matrix

AUGUST 4, 2022

Consumers themselves are feeling the pinch of inflation and higher interest rates today, and worry about a recession tomorrow. From a tech buyer perspective, company belts are being tightened, and while we haven’t seen a slowdown in martech revenues, we do know that buyers are more cautious than before.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

JANUARY 12, 2018

The difference between the two scenarios isn’t vocal instructions or even the ability of the system to engage in a human-like conversation. The new systems will be collecting things like heart and respiration rates, creating the potential to measure immediate physical reaction to each advertisement.

Activities 174

Activities Marketing AI Paid Search Agency Paid Social Agency 174

Customer Experience Matrix

JANUARY 8, 2013

You could also argue that close rate and conversion rates are pretty much the same thing, and therefore also present on all three lists. It starts with a three-part formula for calculating revenue: (number of leads) x (close rate) x (revenue per closed lead). Again, a bit of squinting is required).

Eloqua 120

Eloqua Generation Paper Work Management 120

Customer Experience Matrix

MARCH 29, 2016

Each plan can have a marketing funnel with its own set of stages and targets for conversion rates, velocity, and deal size. Integration with Oracle Eloqua and Salesforce.com lets a new tactic automatically create a corresponding campaign in either system.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

DECEMBER 22, 2015

Because the imported opportunity data includes sales stage, reports can also track movement through the sales funnel, calculating conversion rates and velocity (time to move from one stage to the next). They can compare performance over time, compare specific programs against an average, and see top campaigns by lead source.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

JANUARY 12, 2007

. - behavior measures such as store visit length, shopping cart abandonment rates, complaint rates, and call center hold queue abandonment rates. results measures such as conversion rates, attrition rates, and share of wallet. Like behavior measures, these measure customer activities.

Lead Ranking 120

Lead Ranking Enterprise Management Lead Scoring Forecasting 120

Customer Experience Matrix

MAY 27, 2014

Pilot clients showed results including 20% increase in lead volume, 200% improvement in conversion rates, and 50% reduction in cost per lead. Better still, these campaigns reach prospects when they are just starting their online research. The company was founded in 2012 with a public launch in September 2013.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

MAY 25, 2010

Market2Lead CEO Geoff Rego explained some of the mechanics of the deal to me in a private conversation, but the details were not for publication. I do think the industry is overcrowded, but growth rates are still so high that I don't see that consolidation happening quite yet. Those are presumably the firms in Oracle's target market.

Market2Lead 120

Market2Lead Buy Marketing Automation Services Eloqua 120

Customer Experience Matrix

JUNE 22, 2014

Users set up “trackers” to listen to social conversations on Twitter (today) and other public channels (soon), based on inclusion and exclusion keywords, date ranges, location, and language. The specific functions provided by NextPrinciples are well implemented.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Social Marketing Automation 120

Customer Experience Matrix

APRIL 2, 2007

The rate at which this is occurring can, of course, be used to make specific predictions about future growth (or decline, as the case may be). Change, and the rate thereof, is far more meaningful and insightful in this context than the more common “static” approaches to predictive analytics. Lloyd Merriam lmerriam@deltalytics.com.

Forecasting 120

Forecasting Distribution Validation Acquisitions 120

Customer Experience Matrix

MAY 7, 2015

This long-term perspective is what distinguishes attribution from the measurement built into message selection systems, which instead chase immediate results such as email click-through or Web page conversion. Predictive model scores, for example, are usually plugged into marketer-created rules that decide who receives which treatments.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

NOVEMBER 12, 2007

BridgeTrack does automatically optimize ad delivery by comparing results for different advertisements (on user-defined measures such as conversion rates) and automatically selecting the most successful. What about “optimization”? Same story, I’m afraid. The keyword bidding system is also automated, but that’s really Omniture.

Advertising Channels 120

Advertising Channels Work Management Marketing Management Marketing Automation Services 120