Customer Experience Matrix

APRIL 19, 2017

Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. The chief finding of the study, which is that the executives rated technology as by far their largest obstacle to improving customer experience.

Marketing Management 198

Marketing Management Ethics Loyalty Customer Surveys 198

Customer Experience Matrix

SEPTEMBER 6, 2018

My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Since customers are one of the most important core entities, it clearly overlaps with CDP. Start here if you’d like to explore more formal definitions.) That’s the “master” part of MDM.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

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. So what’s holding me back from changing the definition?

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

SEPTEMBER 8, 2017

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. I think the reason is that banks, airlines, and telcos all capture their customers’ names as part of their normal operations. This means their customer data management has been less mature and more fragmented. We can skip over the first 3.8

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

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. But some older systems qualify as well.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

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 Comparison Planning 136

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. So hooray for that. CDPs in vertical markets.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

AUGUST 31, 2017

It’s more than four years since my original review of AgilOne , a pioneering Customer Data Platform. In fact, the core data management portions have been entirely rebuilt, replacing the original fixed data model with a fully configurable model that lets the system easily adapt to each customer. But there’s plenty new as well.

Elasticity 0

Elasticity Multi-Channel Paid Search Agency Analytics 0

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

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

MARCH 23, 2017

I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. The diagram I originally had in mind was this one, showing that CDPs unify customer data and make it available, while JOEs unify customer data and select messages. A CDP is a JOE if has journey orchestration.

Marketing Automation Services 185

Marketing Automation Services Enterprise Management CRM Marketing Automation 185

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

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

FEBRUARY 19, 2018

If you’ve been following my slow progress towards a set of screening questions for Customer Data Platforms , you may recall that “incremental attribution” was on the list. Statistical algorithms then look at customers who had a similar set of contacts except for one item and attribute any difference in performance to that.

Allocation 120

Allocation Paid Search Agency Comparison Analysis 120

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

SEPTEMBER 16, 2017

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. disguised) customer ID it has placed on the visitor’s browser cookie. Customer-specific versions may be pregenerated to speed response; these are updated as new data is received about each customer.

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. If you have five minutes or so, could you please fill it out? Link is here. And if possible, pass on to people in other companies who could also help. You'll get a copy of the final report and my gratitude.

Customer Surveys 120

Customer Surveys Companies 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

MAY 3, 2013

I’m still collecting examples to illustrate my new category of Customer Data Platform (CDP) systems. Over the past year, the company has added “social listening” capabilities and begun offering itself to marketing agencies as a customer interaction manager. Starting price can be as a low as several thousand dollars per month.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Paid Search Agency Wikipedia 120

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 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

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. It lets users define and extract audience segments and can push alerts to execution systems as customers change audience segments in real time.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 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

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 Planning 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. Those firms will find this is pretty novel stuff.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 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.

Marketing Management 120

Marketing Management Ideal Customer Profiles Analytics Paid Search Agency 120

Customer Experience Matrix

APRIL 17, 2015

Specifically, it hasn’t let users set up custom objects (although they’ve been able to import custom objects from Salesforce.com or Microsoft Dynamics CRM ). Indeed, even $300 per month Ontraport is about to add custom objects (and does a good job of explaining the concept in a typically wry video ).

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 120

Customer Experience Matrix

MAY 23, 2013

You may have noticed that I''ve been uncharacteristically aggressive in promoting the Customer Data Platform concept. customer data integration predictive analytics marketing automation marketing systems customer data management customer data platform' You can download it here. Comments are welcome!

Marketing Automation Services 120

Marketing Automation Services Reachforce Marketing Automation Custom Publishing 120

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

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

DECEMBER 13, 2013

Eastern time on Wednesday, December 18 and register for the Webinar I’m co-presenting with RedPoint Global on Customer Data Platforms. In addition to uncovering the secret relationship between cuneiform and Justin Bieber, you’ll learn about our latest discovery: a new species of Customer Data Platform, bringing the known total to four.

Webinar Metrics 120

Webinar Metrics Marketing Conversion 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 13, 2014

But the best part of my recent presentation with BlueConic was listening to the voice of someone else’s experience: in this case, the experience of more than 60 BlueConic clients, distilled into a maturity model that traced the stages they passed through on their way to full customer-centric marketing. Segments don’t enter into it.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work 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. b2b lead scoring customer data platform marketing automation predictive lead scoring'

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120