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. 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

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. Audiences can be built using segmentation rules or selected by predictive models.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 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

These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). Of course, the biggest CDP acquisition of all, Twilio’s purchase of Segment, doesn’t fit this mold. 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 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. prices.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Elasticity Adwords 120

Customer Experience Matrix

JULY 12, 2011

The segments are defined based on revenue. The table below calculates revenues using reasonable assumptions about revenue per client in each segment: Combined with the previous chart, this shows the micro-business segment represents 61% of clients but just 17% of industry revenues.

Marketing Automation Services 120

Marketing Automation Services Segmentation Marketing Automation Automation 120

Customer Experience Matrix

JUNE 2, 2015

It’s just over two years since I started writing about Customer Data Platforms. B2C CDPs have often included campaign engines that manage triggers, query-based segmentations, and multi-step program flows in addition to predictive models. Segments are also built using forms to define one or more filters.

Marketing Automation Services 120

Marketing Automation Services Lead Ranking Multi-Channel SMS 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

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

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 Analysis Comparison 120

Customer Experience Matrix

FEBRUARY 13, 2020

Adobe fully released its Real Time Customer Data Platform last November. Similarly, Experience Platform contains a Real Time Customer Profile, which is different from the Real Time CDP, one of the services that consumes data from Experience Platform. Part of the confusion has to do with Adobe’s habit of reusing product names.

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

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. Segmentation. Complexity of data.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work 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

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

SEPTEMBER 17, 2009

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. Relevance-X then accepts a marketer’s own email list – presumably its customers or prospects – and returns information from its own database about the matching names.

Social Media 120

Social Media Segmentation Marketing Management Media 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. Clients can build separate models for different products or segments and receive a score for each model.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 23, 2012

In case you haven’t caught on to my color coding, blue type indicates that Eloqua and Neolane are leaders in the large company segment, while red type shows the others have their strongest position in this sector. The variety of users within this segment is reflected by the differences among the leaders.

Eloqua 120

Eloqua Act-On Marketing Automation Services Marketo 120

Customer Experience Matrix

DECEMBER 11, 2019

Acquia , which is moving past its roots in Web content management to become a multi-channel “digital experience platform” (DXP), took a big step in that direction today with a deal to buy the AgilOne Customer Data Platform. This certainly requires the unified customer data that a CDP provides. Acquia and Mautic lacked those, too.

Digital Experience Platform 156

Digital Experience Platform Marketing Automation Services Buy Marketing Management 156

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

DECEMBER 10, 2013

If you’ve been reading my recent posts, you won’t be surprised that I’ve decided they are yet another Customer Data Platform. In fact, one of its tag lines is “easily track, analyze, and take action on live customer data”, which is a pretty decent statement of the CDP value proposition. Users can also design their own custom reports.

Ideal Customer Profiles 120

Ideal Customer Profiles Analytics Top of Funnel Marketing Management 120

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

SEPTEMBER 6, 2020

Martech Best Practices Matter We identified the top 20% of respondents as leaders, based on outcomes including over-all martech satisfaction, customer data unification, advanced privacy practices, and CDP deployment. Where things got really interesting was a closer look at the relationship of customer data architectures to CDP status.

Customer Surveys 263

Customer Surveys Customer Satisfaction Privacy Paid Search Agency 263

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

OCTOBER 7, 2017

That is, work is still organized into campaigns that deal with customer segments because the human manager needs to think in those terms. It’s true that the segments will keep getting smaller, the content within each segment more personalized, and more tests will yield faster learning.

Marketing AI 168

Marketing AI Work Management Marketing Management Marketing Analytics Tools 168

Customer Experience Matrix

OCTOBER 11, 2020

Friday afternoon brought an unconfirmed Forbes report that communications platform Twilio is buying CDP Segment for $3.2 We don’t have public information on pricing of other CDP vendor acquisitions, and in any case Segment is much larger than any other CPD acquired to date.*

Segmentation 276

Segmentation Marketing Management Buy Acquisitions 276

Customer Experience Matrix

DECEMBER 1, 2014

Users can review the attribute list, create segments based on attributes, and analyze the attributes of each segment as a group. They can also flag existing segment members within the client’s current CRM database and import segment members who are not already in the client’s CRM (a.k.a. net new prospects”).

High Quality Lead 120

High Quality Lead Small Business Marketing Ideal Customer Profiles Lead Ranking 120

Customer Experience Matrix

JUNE 29, 2011

ExactTarget’s answer was refreshingly honest: IMH lacks key B2B marketing automation features including lead scoring, advanced segmentation, and multi-step campaigns. Both the ExactTarget and Eloqua announcements reflect a strategy of positioning their products as a company’s primary customer management system.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

JUNE 22, 2011

Adobe on Monday announced a new “ Digital Enterprise Platform for Customer Experience Management ”. Adobe describes its scope as nothing less than optimizing customer experience and marketing spend across the entire customer journey, from first learning about a company through validation, purchase decision, product use, and commitment.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

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

JANUARY 5, 2017

For a bit of background, Optimove is a Journey Orchestration Engine that focuses on customer retention. It assigns customers to states (which it calls microsegments) and sends different marketing campaigns to people in each state. See my original Optimove review from three years ago (!) for a more detailed explanation.

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

MARCH 24, 2015

In the case of customer data, the “profiles and audiences” core service maintains a Master ID that is mapped to identities in the different solutions. This means that even though customer data gathered by each solution stays in that solution’s own database, the core service can connect the data in queries to build audience segments.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

OCTOBER 6, 2006

At the risk of seeming pedantic, I want to discuss the difference between the purchase process and the customer life cycle. The customer life cycle is a set of states, such as new customer, active customer, and lapsed customer. You cannot directly map purchase process categories onto the customer life cycle.

Planning 120

Planning Paid Search Agency Deliverability Segmentation 120

Customer Experience Matrix

NOVEMBER 9, 2015

What’s significant here is less the reporting than that Radius is moving beyond analytics to give clients lists of potential customers. Users who create segments can then have the system automatically track movement of individuals into and out of segments and define actions to take when this occurs. Mintigo ’s news came today.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 29, 2015

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database. But it can also apply segment tags and send out alerts when specified conditions are met.

Work Management 120

Work Management Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

APRIL 21, 2016

This provided a steady income stream and focused attention on customer satisfaction to ensure renewals. SAS’s growth and financial performance have been just fine despite the new competition, thanks to technical leadership in its core analytical products and pry-it-from-my-cold-dead-hands loyalty of its core customers.

Work Management 120

Work Management Marketing Management API Resource Management 120