Customer Experience Matrix

SEPTEMBER 9, 2009

Summary: marketing has shifted steadily over time from passive to active consumer engagement. Marketers need to master new skills at each stage; as they do, advertising budgets will shift to take advantage of the new medium's increased effectiveness. database marketing, or, more poetically, narrowcasting. authority.

Social Media 120

Social Media Narrowcasting Media Database Marketing 120

Customer Experience Matrix

FEBRUARY 4, 2010

Summary: a survey sponsored by Coremetrics shows that online marketers are eager to merge data from multiple sources. This is the long-term solution to closing the gap between database and digital marketers. The article referred to a survey of online marketers sponsored by Web analytics vendor Coremetrics.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Ranking 120

Customer Experience Matrix

OCTOBER 20, 2008

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

DECEMBER 15, 2006

Contrary to my initial impression that “customer centricity” was the major topic at the National Center for Database Marketing conference this week, a close look at the program shows just four of the 45 sessions had this as their focus. Reality can be so annoying. So the topic will continue to be popular.

Marketing Management 120

Marketing Management Planning Paid Search Agency Multi-Channel 120

Customer Experience Matrix

JULY 22, 2010

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Finally, we come to Web marketing companies.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

DECEMBER 14, 2016

market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.* 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.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

FEBRUARY 2, 2016

Most of the work in any marketing analytics project is integrating data from multiple systems. It also uses matches created elsewhere such as lead IDs used to synchronize CRM and marketing automation data or cookie IDs imported from Google Analytics. The matching happens at both the contact and account level.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 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. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social.

Social Media 120

Social Media Segmentation Marketing Management Media 120

Customer Experience Matrix

SEPTEMBER 29, 2009

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%).

Enterprise Management 120

Enterprise Management Customer Surveys Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 18, 2006

Speaking of relationships among concepts, I did want to clarify one point from last week’s posts on the attitude of marketers towards customer centricity. Marketing could adopt customer-centric contact management without the entire company adopting customer experience management.

Buzz 120

Buzz Marketing Management Planning Eye-Tracking 120

Customer Experience Matrix

DECEMBER 12, 2006

These were: - brand metrics vs. database marketing metrics. This is an interesting point: brand marketers traditionally look at things like awareness levels, while database marketers look at things like retention rates.

Ad Building 120

Ad Building Business Database Marketing Analysis 120

Customer Experience Matrix

JUNE 22, 2011

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. Nor does Adobe manage the underlying customer database, marketing campaigns, or deep analytics.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 13, 2006

I’ve been at the National Center for Database Marketing conference these past few days. The people asking the question were experienced database marketers, so it’s not that they don’t know any better. As usual, I’ve spent most of my time in the exhibit hall gossiping with friends…I mean, doing research.

Database Marketing 120

Database Marketing Conference Consulting Contact Marketing 120

Customer Experience Matrix

APRIL 10, 2014

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. This borders on integration of Web display with marketing automation, an extremely important trend.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

Customer Experience Matrix

MAY 15, 2011

Early examples of this are the classic CPG scanner data, pharmaceutical detailing data and financial services direct marketing data sets. Membership of the Direct Marketing Association and those who attended the NCDM (National Center for Database Marketing) is a good place to start. So where do you find this expertise?

Data Hygiene 120

Data Hygiene Stats Conference Work Management 120

Customer Experience Matrix

APRIL 16, 2007

Mike clarified that Enpocket is as marketing services agency, which means its software is only used for its own services clients. I’ve corrected my April 3 post on mobile marketing systems to reflect this.) a database marketing focus, using customer profiling to target ads.

Paid Search Agency 120

Paid Search Agency Ideal Customer Profiles SMS Advertising Agencies 120

Customer Experience Matrix

DECEMBER 12, 2007

I’m at the National Center for Database Marketing Conference this week. My personal theory is that the industry has matured in the sense that there are many more people now who have been doing serious database marketing for ten or fifteen years. NCDM is always a good place to get a feel for what’s on people’s minds.

Analytics 120

Analytics Budget Programs Vendors Paid Search Agency 120

Customer Experience Matrix

APRIL 18, 2007

A marketer who understands the need for customer-based management told me yesterday that the biggest obstacle to adoption is the intense product orientation of her business. That sounded familiar: I heard exactly the same thing last December at the National Center for Database Marketing in December (see my December 13 post ).

Ideal Customer Profiles 120

Ideal Customer Profiles Database Marketing Tagging Profiling 120

Customer Experience Matrix

MARCH 29, 2007

As you know from Monday's post , I’ve been poking around a bit at mobile marketing software. Its two main components are a marketing engine that sends messages in pretty much any format (text, email, Web page, video, etc.), It took conventional database marketers years to reach this stage.

Mobile Advertising 120

Mobile Advertising Advertisements Advertising Work Management 120

Customer Experience Matrix

JANUARY 26, 2007

Tooker makes this case in his usual colorful fashion in his book The Business of Database Marketing. Plus the process takes too long, and most buyers don’t understand their real requirements, anyway. (My My friend Richard N. Another recent criticism is in Avinsh Kaushik’s excellent Occam’s Razor blog here.)

RFP 120

RFP Vendors Marketing Proposals Sales Qualified Leads 120

Customer Experience Matrix

DECEMBER 22, 2006

When I really think about it, what I find intriguing about smartphones is their potential to break down the barriers that have traditionally separated marketers from their prey…er, I mean, their customers. In conventional consumer marketing, companies knew basically nothing about individual customers.

Work Management 120

Work Management Privacy SMS Marketing Management 120

Customer Experience Matrix

SEPTEMBER 30, 2016

That puts it more in the realm of Master Data Management, except that MDM is highly technical while Reltio is designed to be used by marketers and other business people. 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

JANUARY 18, 2015

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. I should also stress that I’ve only included Decision-layer vendors who also build their own database.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Customer Experience Matrix

JULY 28, 2009

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. This is unusual among consumer marketing automation vendors. Back to Entiera.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 23, 2011

MarketingPilot started as an operations management tool for mid-size direct marketers, with features for project management, list and media buying, source code tracking, expense capture, and vendor management. But it doesn’t really matter, because MarketingPilot is now positioned as an integrated marketing management product.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 19, 2006

Today’s New York Times carried an article on the use of science by marketers, although this is not exactly news. That was the traditional approach taken by direct marketers: put a code on the order coupon and measure results by counting the returns.

Multivariate analysis 120

Multivariate analysis Ad Frequency Correlation Database Marketing 120

Customer Experience Matrix

FEBRUARY 25, 2010

It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. One of the fundamental challenges in database marketing is that a seriously sophisticated campaign may send different messages to hundreds or even thousands of customer segments.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 120