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

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

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

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

MAY 5, 2016

But Engagio's latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. This reporting was part of Engagio’s original products.

Account Based Marketing 120

Account Based Marketing Marketing Automation Services Service Paid Search Agency 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

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

JULY 25, 2014

The past week brought two industry announcements: acquisition of Bizo by LinkedIn and new “Data as a Service” offerings from Oracle. It gives LinkedIn more tools to expand its marketing offerings and lets Bizo use LinkedIn data to improve targeting within its own products. intent, sentiment, themes, topics, entities, etc.);

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 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

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.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

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

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.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 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 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

OCTOBER 27, 2019

I believe the reason for these deals is that the buyers want to offer services that depend on unified customer data, but find it’s easier and cheaper to buy the necessary technology than to develop it internally. Such services can be important tools for retaining clients, since switching customer database providers is painful at best.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

DECEMBER 2, 2010

Summary: HubSpot has continued to grow its customer base and expand its product. Of course, this competition was always implicit – few small businesses would have purchased HubSpot plus one of those products. Choices will be based on individual features and supporting services. One aspect of service is consulting support.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Hubspot Demand Generation Agencies 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. Of course, most marketers couldn’t care less about this difference.

Marketing Management 120

Marketing Management Ideal Customer Profiles Analytics Paid Search Agency 120

Customer Experience Matrix

DECEMBER 6, 2011

Today I’ll describe the other one: evaluating vendor services. The problem with services is simple: you won’t use them until you’ve already bought the product. I wrote yesterday about our new workbook for marketing automation cost estimates. Both are available free at the Raab Guide Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 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

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

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

JANUARY 3, 2021

There have certainly been improvements in software, but they’re more about architectures (cloud, micro-services) and self-service interfaces than fundamentally new applications. If the obsession of the past decade has been targeted advertising, the obsession of the next decade will be superior service.

Work Management 248

Work Management Marketing Management Software Paid Search Agency 248

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

DECEMBER 13, 2020

Retailers like Walmart, Kroger, Target, and CVS have all started their own ad networks , drawing on their own customer data. Traditional publishers like Meredith have collected their formerly-scattered customer data to enable cross-channel, individual-level targeting. Compilers like Neustar and Merkle are also entering the business.

Marketing AI 367

Marketing AI Privacy Peer-to-peer Amazon 367

Customer Experience Matrix

JUNE 15, 2009

prompted an inquiry from a manager who has been trying for a year to convince his company to consider the product. The closest they come is to let their partners offer QlikView-based applications as a service. But the key point about this and similar QlikView services is that you can only access data loaded by the partner.

Work Management 120

Work Management Marketing Management Service Software 120

Customer Experience Matrix

APRIL 30, 2019

Let’s take a break from Customer Data Platforms to do some trend-spotting. There’s still plenty of data along those lines, such as this Mulesoft study , which found that 49% of consumers would share personal data to get personalized service. I spy with my little eye…privacy systems!

Privacy Protection 219

Privacy Protection Privacy Eye-Tracking Mobile Advertising 219

Customer Experience Matrix

JULY 25, 2009

Summary: Consumer-oriented marketing automation systems have been slower to adopt the Software-as-a-Service model than business marketing (demand generation) systems. Software-as-a-Service (SaaS) is now the standard model for business-to-business marketing automation (a.k.a. demand generation) systems. demand generation) systems.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Demand Generation Agencies 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

JUNE 29, 2011

Both the ExactTarget and Eloqua announcements reflect a strategy of positioning their products as a company’s primary customer management system. If you recall my post last week on Adobe and Oracle announcements, those firms also wanted to place themselves at the center of the customer management universe. So it’s all good.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

MAY 2, 2007

I think yesterday’s comments on lifetime value and product reporting need a bit of clarification. It’s important to distinguish measurements of customer acquisition efforts from measurements of other customer contacts. Once a customer is acquired, it becomes much more plausible to consider each sale as independent.

Product 120

Product Acquisitions Tagging Contacts 120

Customer Experience Matrix

JULY 25, 2020

There also needs to be an underlying framework to ensure the product can mature without extensive rework. The barriers to POCs have fallen dramatically with cloud systems and Software-as-a-Service. At best, they’ll learn about the scope of the different products. But that won’t tell them what scope is right for them.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

FEBRUARY 2, 2018

Today, they gather data from all sources, map it to a client-tailored version of a 100+ table data model, and expose the results to analytics and customer engagement systems as in-memory profiles. Does that make them a Customer Data Platform? More important, they do what CDPs do: gather, unify, and share customer data.

Ideal Customer Profiles 136

Ideal Customer Profiles Profiling Enterprise Management Marketing Management 136

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. One that sits right on the border is Reltio , which fits the CDP criteria* but goes beyond customer data to all types of enterprise information.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

FEBRUARY 2, 2017

It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar. We’ve seen some of that in the Customer Data Platform industry, but there’s a twist. In that world, there was no such thing as an anonymous customer and most data was neatly structured.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

MARCH 11, 2008

For years, United Parcel Service refused to invest in the tracking systems and other technologies that made Federal Express a preferred carrier for many small package shippers. First, let’s take a closer look at the product itself. Eglue can use standard database queries or Web services calls to capture interaction data.

Ideal Customer Profiles 120

Ideal Customer Profiles Work Management Marketing Management Rules 120

Customer Experience Matrix

NOVEMBER 17, 2006

In this case, the quote is from UK-based marketing services provider Ion Group ( [link] ). Still, there is a clear message here: the top three items all boil down to service. Ion’s list is limited mostly to service considerations. Yet value is typically considered a combination of quality, service and price. Fair enough.

Customer Surveys 120

Customer Surveys Service Fulfillment Loyalty 120