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

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

NOVEMBER 24, 2016

My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. Indeed, some features the product had a decade ago are still cutting edge today – my favorite is simulation of proposed decision rules to assess their impact before deployment. But some older systems qualify as well.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

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

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

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

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

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

JUNE 3, 2017

This puts it in competition with dozens of other customer engagement and personalization systems. Instead, consider it a personalized messaging* product that offers loyalty as a bonus option for marketers who need it. 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.

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Allocation Paid Search Agency Analysis Comparison 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

SEPTEMBER 16, 2017

One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. As it developed, the company expanded its product and, in 2015, released its current flagship, Vizury Engage, an omnichannel personalization system sold primarily to banks and insurance companies.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Personalization Work Management 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

AUGUST 6, 2014

My solution today was: Dear [First Name], A friend of mine who is building one of those "wisdom of the crowd" software review sites tells me her research shows that what buyers want most is "apples to apples" comparisons of product features. Customers don’t need to be technical experts to tell you whether they’re happy.

Marketing Automation Services 120

Marketing Automation Services Software Product Paid Search Agency 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. Even the major marketing suite vendors, who initially argued a separate (“persistent”) database wasn’t necessary, eventually discarded that position and introduced products that matched our criteria.

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

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

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

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. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. 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

JUNE 2, 2015

It’s just over two years since I started writing about Customer Data Platforms. What’s more important is that the segments can use a wide range of data including online behaviors, attributes from CRM and other systems, predictive model scores, and product information from catalogs. This is what gives the system its power.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 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 ). This was a common limitation among early B2B marketing automation products but many have removed it over the years.

Marketo 120

Marketo Enterprise Management Mobile Advertising Salesforce.com 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

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

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

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

JULY 1, 2023

This suggests that fewer specialist martech products will be needed, since truly new applications are relatively rare. Moreover, the productivity benefits of integrated suites are magnified when AI can easily orchestrate tasks within the suite, but not those on the outside. The first is customer experience.

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

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. Fliptop wasn’t on my original list of CDPs, having launched its relevant product just after the initial CDP report was published. Clients can adjust the breakpoints to create custom performance ranges.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

DECEMBER 13, 2012

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.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 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. This, combined with advanced machine learning techniques, lets AgilOne build ten standard predictive models (engagement, next product, lifetime value, etc.)

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Analytics Marketing Management 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. Still a suite, but a different kind.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Customer Experience Matrix

APRIL 5, 2011

Whatsnexx offers itself as a radically easier way to manage customer and prospect interactions than conventional marketing automation. I agree that it's radically different: it works without a central marketing database and tracks customer states rather than assigning them to campaigns. Some perspective is in order.

Work Management 120

Work Management Campaigns Salesforce.com Marketing Automation Services 120

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. I’ll step in myself, and hereby christen the concept as “Customer Data Platform”.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

FEBRUARY 13, 2020

Adobe fully released its Real Time Customer Data Platform last November. Although they had briefed me on it before then, it was only this week that I finally caught up with them to discuss the final product. Part of the confusion has to do with Adobe’s habit of reusing product names. But that’s a debate for another day.

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

Customer Experience Matrix

DECEMBER 16, 2018

It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries. Both shed light on what we can expect to happen next.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

FEBRUARY 7, 2012

Split Tests: Formal split testing of different content versions or customer treatments is the heart of marketing optimization, but many B2B marketers still don’t have the time or resources to do it. Custom tables are needed to extend the marketing database beyond inputs from the CRM system.

Enterprise Management 120

Enterprise Management Marketing Automation Services Work Management Marketing Management 120

Customer Experience Matrix

JUNE 22, 2011

Adobe on Monday announced a new “ Digital Enterprise Platform for Customer Experience Management ”. The strategic significance of the announcement seems more important than the actual product enhancements. In fact, the only customer-facing technology Adobe offers is Web site management. This is certainly an advantage.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MAY 1, 2007

I’m still thinking about how to measure product performance a customer-based world. Where I ended up yesterday was pretty much that there’s no alternative to using lifetime value, which specifically means calculating the incremental impact of each product sale on a customer’s future value.

Work Management 120

Work Management Product Allocation Intent 120

Customer Experience Matrix

APRIL 30, 2007

For some time now, I’ve been touting lifetime value as the magic cure-all for customer management programs. I still believe LTV is the essential foundation but recognize that product-oriented measurement will not simply vanish once LTV appears. I don’t have a solution. Nor do I see exactly how transfer pricing fits in here.

Product 120

Product Work Management Pricing Price 120