Customer Experience Matrix

APRIL 27, 2020

I’ve recently been running workshops to help companies plan deployment of their Customer Data Platforms. As coronavirus forces most marketers to work from home, I’ve also been pondering ways to deliver information that are more engaging than traditional Webinars and, ahem, blog posts. Who wants to play?

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

AUGUST 18, 2020

Insecure work-from-home practices during the pandemic only add new risk. Marketers should help design those interactions, which are critical in convincing consumers to share personal data that marketers need for success. So do many CDP vendors.

Work Management 276

Work Management Marketing Management Privacy Fulfillment 276

Customer Experience Matrix

JULY 27, 2018

Let’s start with the “Contrarian’s View”, written by Lisa Loftis, a customer data industry veteran who current works for SAS. She offers to debunk two common CDP “myths”: that “CDPs solve a problem unique to marketing” and that “'marketing-managed' means you don’t need IT’s help”. She’s right.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

JANUARY 12, 2019

And I suspect that many buyers prefer to work with a local firm, especially for customer-facing functions such as personalization where knowledge of local buyers is important. Just 43% of employees outside of Europe work at similar firms. Are there any trends that might help to predict the future?

Vendors 136

Vendors Stats Paid Search Agency Advertising Agencies 136

Customer Experience Matrix

OCTOBER 27, 2019

Competitors of the acquiring firms will feel pressure to offer similar services that help their clients deploy customer data. This is probably a good choice: although they have considerable skill working with customer data, they have limited software development capacity. They simply realized that buying was the better option.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Customer Experience Matrix

APRIL 1, 2020

Kantar says that just 8% of consumers expect brands to stop advertising but 77% want advertising to show how brands are being helpful, 75% think brands should avoid exploiting coronavirus and (only?) PR agency Global Results Communications just launched a COVID-19 Job Board to help people find work.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Customer Experience Matrix

JULY 25, 2020

This is more work than use case demonstrations but gives much more complete information. Today, buyers can often set up a test system with a just a few mouse clicks (although it may take several days of preparation before those clicks will work). Proof of concept engagements used to be fairly rare.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

NOVEMBER 9, 2017

It generally arises from a perception that corporate systems don’t meet workers’ needs: either because the corporate systems are inadequate or because corporate IT is hard to work with and has other priorities. Such user-built systems frequently grow to support work groups or even departments, especially at smaller companies.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Budget Programs 120

Customer Experience Matrix

NOVEMBER 3, 2018

I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. We could easily add another CDP category to cover them – “Marketing Suite CDP” would work just fine. Many don’t, some do. Still disappointed?

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

MARCH 16, 2016

Finding enough of them to be useful is a major limitation for systems that rely on machine intelligence to help target marketing messages. This helps it pick the right person when several people share the same name and lets it build detailed, accurate profiles ncluding Twitter and Facebook handles, employer, job function, and interests.

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

OCTOBER 26, 2016

I'm working with MarTech Advisor on a survey to understand the state of customer data management. And if possible, pass on to people in other companies who could also help. If you have five minutes or so, could you please fill it out? Link is here. You'll get a copy of the final report and my gratitude.

Customer Surveys 120

Customer Surveys Companies 120

Customer Experience Matrix

FEBRUARY 15, 2016

I then make a further distinction between systems that help marketers with decisions and systems that make decisions without marketer involvement. Nearly all of these are deciders – perhaps because they work with volumes of choices so huge that only computers can handle them. I’ve classified vendors into those categories.

Work Management 120

Work Management Marketing Management Planning Classified Ads 120

Customer Experience Matrix

NOVEMBER 14, 2016

Using free versions to grow marketing automation has consistently failed in the past, probably because people attracted by a free system aren't willing to do the substantial work needed for marketing automation success. HubSpot’s tool helps marketers find the best topics to try to dominate with their content.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

APRIL 27, 2017

Vendors have addressed this either by reducing the required effort through easier-to-use interfaces, content templates, and prebuilt campaigns, or by providing services that do the work on business owners’ behalf. It could be hard for Infusionsoft’s entrepreneur-loving staff to limit the help they give to new clients.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

FEBRUARY 2, 2017

By then, the managers had already started work on a next-generation platform designed to handle both traditional and online data, using relational databases for one and a NoSQL system (in this case, Hadoop) for the other. This means an implementation can move to different platforms without losing most of the work.

Work Management 120

Work Management Marketing Management Ideal Customer Profiles Outgrow 120

Customer Experience Matrix

DECEMBER 6, 2017

My wife is working on a Ph.D. Her final project included creating a game to help illustrate the course lessons. That works because, with a budget of 7 for each resource, the player can afford to increase spending in the other categories. in education and recently took a course on strategic planning for academic institutions.

Resources 136

Resources Class Course Conference 136

Customer Experience Matrix

JANUARY 5, 2017

If it finds that different actions work better for different clusters, it will assign the best action to each group. (In That’s a helpful reassurance to the user that Optibot is making good choices, and of course a nice little demonstration of Optimove’s value.

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

OCTOBER 14, 2016

But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising. Dig a bit deeper and the confusion just grows: the company works mostly with aggregated performance data, but also works with some individual-level data.

Work Management 120

Work Management Marketing Management Analytics Paid Search Agency 120

Customer Experience Matrix

SEPTEMBER 28, 2017

But they still seemed to need help distinguishing CDPs from other types of systems, so we still have plenty more work to do in educating the market. Both sets of listeners were already aware of CDPs, which isn’t something I’d expect to have seen a year or two ago. Both also had a reasonable notion of what a CDP does.

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

MAY 30, 2014

Pondering a bit more deeply, I see that all three presentations also shared the same basic approach: define a problem, show a solution, and offer to help the audience get there. But those felt like a more expository mode, describing solutions but not really offering to help marketers make the transition.

Conference 120

Conference Peer-to-peer Business Case Studies 120

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. I’m looking forward to deeper involvement in client marketing programs than the project-oriented work at RaabAssociates allowed. That’s exactly what I’ll be working on. It will be fun.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

JANUARY 31, 2013

The company has also beefed up its consulting services to help make its findings more actionable. But MMA works with aggregate data such as total spend and impressions, with a major emphasis on mass media like television. Giving them early access helps to speed the modeling process by letting them verify the quality of the data.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

SEPTEMBER 3, 2018

Online ad agency Roast and ad platform Teads did an exhaustive study that concluded contextual targeting and demographic targeting with third party data worked about equally well. They provide something that only third party data can do at scale: connect online and offline identities. It then executes tailored online marketing campaigns.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Customer Experience Matrix

MARCH 29, 2017

But just as I was working myself up for some back-of-the-envelope calculations, the good people at International Data Corporation (IDC) announced a report with authoritative figures on the topic. Marketers need to recognize that their systems are a small part of a big picture and can’t work independently of the rest of the company.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

AUGUST 27, 2015

In fact, the relationship is so obvious that it almost seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts. You can safely assume that both sets of vendors have noticed the relationship and that many are working to combine the two techniques.

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Customer Experience Matrix

FEBRUARY 18, 2018

First the good news: CDPs are genuinely well suited to help with GDPR. Their existing technology should work with little change. This has been a boon for Customer Data Platform vendors, who have been able to offer their systems as solutions to many GDPR requirements. But it raises some issues as well. But marketers may suffer more.

Enterprise Management 189

Enterprise Management Work Management Marketing Management Paid Search Agency 189

Customer Experience Matrix

NOVEMBER 18, 2018

The irony-impaired managers of the Association of National Advertisers (ANA) seem to have taken this as serious advice, last week announcing creation of a “Center for Brand Purpose” that will help companies publicize their social purpose. But employee protests at Google , Amazon and Microsoft tell a similar story.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

DECEMBER 1, 2017

Consistent with this thought: the FCC plan to end Net Neutrality will give much more power to cable companies, which as highly regulated utilities have a long history of working closely with government authorities. Of course, that's only positive if the agents actually work in consumers’ interest. retailers focus on convenience.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

MARCH 13, 2018

None seem to be poisonous but it’s worth sharing a field guide to help you tell them apart. Development work on the rest of the platform will start after the sale is over, with a live product due this August. I’ve been mentioning these in the CDP Institute newsletter as I spot them but only recently found time to take a closer look.

Personalization 120

Personalization Ad Exchange Mobile Advertising Loyalty 120

Customer Experience Matrix

JULY 1, 2015

I’ve recently found myself bouncing between three worlds: - today’s world , where I spend my time reviewing software and helping marketers choose martech products. It works with the company’s own data and primarily through company-owned media like email and Web sites. tomorrow’s world, about two to five years in the future.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

Customer Experience Matrix

DECEMBER 6, 2011

In terms of what you need, vendors offer three types of services: deployment: help with setting up your system support: help in operating your system after it’s deployed account service: help in growing your business. Of course, there are two parts to that mission: building a clear picture and knowing what you need.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 22, 2013

The deal makes sense and will help Infusionsoft expand its social media capabilities, which have been limited. Naturally, Infusionsoft still strives to make its system as easy as possible to use, but its experience shows that new clients still need extensive help. It will continue to operate independently.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Work Management Marketing Automation 120

Customer Experience Matrix

SEPTEMBER 27, 2012

The answer may not matter to marketers who don’t themselves work for a marketing automation vendor. But I think more can be done to help marketers learn to use those functions more quickly and with less work. It’s possible that middle option isn’t viable: maybe vendors can’t provide enough additional help to make a difference.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Adwords 120

Customer Experience Matrix

SEPTEMBER 26, 2013

If you’re a working marketer, you almost surely know this from personal experience. The good news is that plenty of smart vendors have also recognized this need and are trying to help marketers on their journey. Here is some information to help make that judgment. Fair enough. Simply put, marketers need better databases.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 28, 2015

Modern Analytics has staff to help with that, but it can still be a substantial task. The good news is that set-up is done only when you’re defining the modeling process or adding new sources, so the manual work isn't repeated each time a model is built or records are scored.

Analytics 120

Analytics API Work Management Salesforce.com 120

Customer Experience Matrix

JANUARY 29, 2011

This is what made it perfect for Raab Associates' own needs, since the specific roadblock to selling the VEST on the existing Raab Guide Web site was that the e-commerce bit wasn't working. This gets to the heart of the marketing automation deployment challenge, which is helping marketers get real value from their systems from the start.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Marketing Report 120

Customer Experience Matrix

SEPTEMBER 11, 2013

Even more happily, the answers all came back positive as I imagined working through Susan’s basic business processes in Zoho. In any event, the test import worked perfectly the first time out, which was a great feeling of accomplishment. Even Zoho couldn’t help with that one. Build contact lists, check. Mass emails, check.

CRM 120

CRM Enterprise Management Work Management Marketing Management 120