Customer Experience Matrix

FEBRUARY 22, 2007

Although Pilot is a fairly generic “operational performance management” system (nothing wrong with that), both Decisioneering and TouchClarity involve some pretty sophisticated forecasting. This is good for customer experience management because CEM value calculations also rely on complicated forecasts.

Acquisitions 120

Acquisitions Analytics Forecasting Vendors 120

Customer Experience Matrix

JANUARY 31, 2013

The system also has a forecasting feature that runs the same models but also lets users change assumptions about factors other than marketing spend, such as weather, competitive behavior, and distribution channels. Users can save scenarios and compare them to each other.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

FEBRUARY 9, 2007

Yesterday’s post on forecasting the values of LTV components may have been a little frightening. A LTV forecast requires managers to make that prediction or, perhaps, to rely on a company-wide policy so all such predictions are consistent. But much simpler models can also create forecasts of LTV components.

Optimization 120

Optimization Contingency Planning Customer Satisfaction Forecasting 120

Customer Experience Matrix

FEBRUARY 21, 2016

The forecast is mixed for technology jobs, again with the more senior jobs being relatively secure but run-of-the-mill computer programmers and support specialists likely to be replaced.

Studies 120

Studies Marketing Management Planning Marketing Proposals 120

Customer Experience Matrix

JUNE 27, 2014

The company is considering future applications including campaign optimization, pipeline forecasting, and account-level targeting. The next release of its Salesforce.com integration is expected to add top positive and negative factors on individual records.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

FEBRUARY 13, 2014

b2b marketing automtion industry overview demand generation lead management software marketing automation 2014 industry forecast marketing software' Thanks to Mintigo, Software Advice, Venture Beat, Pepper Global, and all the other people who publish such great data.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 30, 2010

Revenue Forecast Purpose: estimate future period revenues (by week, month, quarter, etc.) Inputs: lead inventory per stage, conversion rate per stage, conversion time per stage Metric: revenue forecast by period Comment: Revenue projections are among the most critical of corporate statistics. from the current lead inventory.

Budget Programs 120

Budget Programs ROI Forecasting Statistics 120

Customer Experience Matrix

MAY 3, 2013

Users can also build simulated data sets, containing specified distributions of particular variables, and use these to forecast results of their flow designs. Users can set up champion/challenger tests as splits within a process flow; results are stored in a database for analysis and reporting.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Paid Search Agency Wikipedia 120

Customer Experience Matrix

JULY 31, 2012

Each has announced revenue for 2011 (formally or in press interviews) and two, Infusionsoft and Marketo, have made forecasts for 2012. It starts with the four largest B2B specialists: Infusionsoft, HubSpot, Marketo, and Eloqua. I estimated 2012 revenues for HubSpot and Eloqua based on their client counts and revenue per client.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Report Marketing Management 120

Customer Experience Matrix

SEPTEMBER 25, 2006

A sales forecasting system could alert customers to sales on items they are likely to order or warn that an item in their shopping cart is about to go out of stock. More accurate sales forecasts or smarter store layouts can lead to measurable revenue increases. Actually there are several means of connection.

Activities 120

Activities Lead Scoring Lead Ranking Allocation 120

Customer Experience Matrix

MARCH 9, 2007

better forecasting. Forecasts based on individual customers or customer segments can be significantly more accurate than simple projections based on aggregate trends or percentage changes. Forecast quality has always been important but it’s even more of a hot button because of Sarbanes-Oxley and other corporate governance requirements.

Marketing Management 120

Marketing Management Allocation Forecasting Budget Programs 120

Customer Experience Matrix

FEBRUARY 8, 2007

To do this, actual LTV figures must be compared with a forecast. The real question is where the forecast values will come from. The trick, then, is to convert project plans into LTV forecasts. To build them into an LTV forecast, these objectives must be restated as changes in LTV components. It’s hard for two reasons.

Forecasting 120

Forecasting Comparison Aggregators Segmentation 120

Customer Experience Matrix

FEBRUARY 28, 2007

Once the actual data had been summarized, I built a simple forecasting system that used it to project future results for each customer group with less than four years of history. This meant I had four “life years” of data, either actual or forecast or a combination, for each set of customers. as the original transactions.

Cross-Selling 120

Cross-Selling Forecasting Classified Ads Acquisitions 120

Customer Experience Matrix

MARCH 13, 2017

I recently described a Deloitte paper on technology trends, focusing on their descriptions of IT management methods. The paper also covered broader trends including: Unstructured data, which they saw as a potentially bottomless source of insight. What’s interesting is they didn’t suggest many operational uses for it.

Bundling 120

Bundling Work Management Marketing Management Forecasting 120

Customer Experience Matrix

MARCH 14, 2007

And that, my friends, is the problem in a nutshell: financial managers have almost no confidence in marketing measurements, and marketers don't even realize how bad things are.

Effectiveness 120

Effectiveness Paid Search Agency Work Management Press 120

Customer Experience Matrix

MARCH 2, 2007

An automated forecast based on toy sales by week would predict incredible sales each January. Indeed, you may well do that in some situations. But here’s where we get back to human judgment. It’s not just that systems sometimes recommend things that managers know are wrong. Any human (at least in the U.S.) knows the pattern is seasonal.

Work Management 120

Work Management Business Marketing Management Acquisitions 120

Customer Experience Matrix

FEBRUARY 7, 2007

This means that comparisons by time period and customer segment must be joined by a third dimension: comparisons against forecasted values. I’ll talk about forecasts tomorrow.

Analysis 120

Analysis Comparison Acquisitions Segmentation 120

Customer Experience Matrix

NOVEMBER 29, 2007

Everything is priced on a per use basis. This opens up all sorts of interesting possibilities.

Cost 120

Cost Ideal Customer Profiles SMS Consulting 120

Customer Experience Matrix

NOVEMBER 15, 2007

This provides forecasting, planning, scorecards, key performance indicators, and so on. Planning and budgeting are more complicated because they are spread among several components. The Customer Intelligence platform includes a Marketing Performance Management module which is based on SAS’s generic Performance Management solutions.

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 6, 2007

These applications fall into five main groups: - conventional LTV applications - drill-down into LTV components - forecasting - optimization - what-if modeling Over the next few days I’ll be looking at each of these in detail. I think it’s worth laying these out in some detail to encourage the required investment.

Allocation 120

Allocation Acquisitions Cable Cost 120

Customer Experience Matrix

AUGUST 4, 2022

I once read that the most accurate weather forecast is tomorrow will be the same as today. That may or may not be true, but it doesn’t matter: because what’s really important is predicting when the weather will change.

Marketing AI 292

Marketing AI Work Management Marketing Management Paid Search Agency 292

Customer Experience Matrix

DECEMBER 22, 2015

The system can use this to forecast the value and timing of future sales from deals currently in the pipeline. Because the imported opportunity data includes sales stage, reports can also track movement through the sales funnel, calculating conversion rates and velocity (time to move from one stage to the next).

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

MARCH 3, 2017

CRM users can also see the account-level journey reports and revenue summaries including forecasts. These can be loaded into the CRM database or displayed in a window on the CRM desktop. Marketing automation systems could get the same details but usually take more general information, such as persona codes used in segmentation.

Marketing Analytics Tools 120

Marketing Analytics Tools Marketing Automation Services Classified Ads Enterprise Management 120

Customer Experience Matrix

JANUARY 8, 2013

The fifth factor, time, is needed to forecast revenue by period. It starts with a three-part formula for calculating revenue: (number of leads) x (close rate) x (revenue per closed lead). A fourth factor, cost, combines with revenue to create return on investment. Eloqua’s list breaks those same factors down by stages.

Eloqua 120

Eloqua Generation Paper Work Management 120

Customer Experience Matrix

DECEMBER 6, 2013

This type of forecasting is something else that really should be done by every marketing system, but rarely is. Optimove calculates the probability of moving from one microsegment to the next and uses this to predict how a given group of customers will behave in the future.*

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Optimization 120

Customer Experience Matrix

NOVEMBER 20, 2012

Marketing activities have budgets and response forecasts, which can be set for the activity as a whole or for each channel / message combination (called a treatment). The interface, called HQ, lets marketers define a hierarchy of campaigns linked to multiple marketing activities, which in turn contain multiple channels and offers.

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

FEBRUARY 13, 2007

For the record, they are: LTV itself, LTV components, comparisons of components, forecasts based on components, and, somewhat tangentially, simulation models.) Users should also be able to import plan or forecast values generated by an external modeling system, and compare actual results against these as well.

Forecasting 120

Forecasting Aggregators Comparison Segmentation 120

Customer Experience Matrix

AUGUST 18, 2010

The same data will also be used to measure the impact of marketing contacts on changes in intent and sales stage and to forecast movement of leads from one stage to the next. It does plan to add more rigorous analysis using the data it already collects. LeadForce1 was launched about two years ago and currently has 224 customers.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Jigsaw 120

Customer Experience Matrix

APRIL 11, 2013

Users can modify the recommended plan and have the system re-forecast the results. For each scenario, the system will determine the optimal budget allocation and show the expected results across each output measure. The final plan can be output to a spreadsheet for further editing.

Multi-Touch Attribution 120

Multi-Touch Attribution Optimization Multi-Channel Allocation 120

Customer Experience Matrix

JANUARY 12, 2007

But if we’re right, the implication is you need a lifetime value forecasting model with all the underlying formulas that connect changes in other measures to the lifetime value figure. From what I see, the techniques to build the lifetime value forecast models are indeed available even though they are rarely used in quite this way.

Lead Ranking 120

Lead Ranking Enterprise Management Lead Scoring Forecasting 120

Customer Experience Matrix

FEBRUARY 10, 2011

These include detailed cost calculations, expiration dates on marketing content, project schedules, project task detail, results forecasts, approval workflows, marketing calendars, and plan vs. actual reporting. You'll see that most relate advanced marketing planning and administration, which is something only big companies really need.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Marketing Automation 120

Customer Experience Matrix

DECEMBER 21, 2011

Web analytics and optimization (could be part of Web site management but still largely done by separate systems.)

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 2, 2007

Because this is so rarely possible, however, some compromises must be made in terms of measuring and forecasting the impact of such changes. Change, and the rate thereof, is far more meaningful and insightful in this context than the more common “static” approaches to predictive analytics.

Forecasting 120

Forecasting Distribution Validation Acquisitions 120

Customer Experience Matrix

JULY 9, 2007

This is less demanding than having a model forecast the behavior changes themselves. Although the Aon and brokerage models are not described in detail, it appears they take expected customer behaviors as inputs and then calculate the financial impact.

Case Study 120

Case Study Case Studies Lead Ranking Allocation 120

Customer Experience Matrix

OCTOBER 5, 2007

Business people typically use such software to understand the expected results of projects such as a new product launch or a marketing campaign, or to forecast the performance of their business as a whole.

High Quality Lead 120

High Quality Lead Cost Software Statistics 120

Customer Experience Matrix

JANUARY 16, 2007

Once built, the models can be used in many ways at both departmental and corporate levels: strategic planning; investment and resource allocation; forecasting; and tactical decision-making.

Lead Ranking 120

Lead Ranking Lead Scoring Allocation Enterprise Management 120

Customer Experience Matrix

JANUARY 4, 2007

This type of zero-based forecasting is vastly more demanding than simply measuring the incremental lift from a particular marketing campaign or the relative performance of test vs. control. Marketing mix models also incorporate external influences, such as competitive behavior and environmental conditions.

Allocation 120

Allocation Lead Ranking Marketing Management Marketing Mix 120