Customer Experience Matrix

DECEMBER 30, 2021

The CDP Institute just published its latest Industry Update, our semi-annual overview of CDP vendors with data on employment, funding, locations, and more. There were three pieces of information that stood out: Only four new vendors were added, compared with an average of fifteen in past reports. Download here. Download here.

Enterprise Management 260

Enterprise Management Work Management Marketing Automation Services Marketing Management 260

Customer Experience Matrix

APRIL 30, 2019

You could also add add products whose purpose is privacy, like ad blockers or proxy servers; the gazillion contenders in the pay-people-to-watch ads industry; privacy-enhancing extensions to standard products such as Google Chrome and Firefox; and, perhaps most prominent, the privacy-centered positioning of Apple.

Privacy Protection 219

Privacy Protection Privacy Eye-Tracking Mobile Advertising 219

Customer Experience Matrix

AUGUST 2, 2018

More broadly, there are other kinds of data, such as product and location information, which also should be considered in their own terms. These systems do for all sorts of information what a CDP does for customer information. So we'll see how the industry evolves.

Enterprise Management 120

Enterprise Management Buy Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 12, 2019

The domination of the European industry by campaign CDPs is its most distinctive feature. You’d need to look at the data in our global industry update, available here , for the non-European information.) Another trend that had been clear was the steady shift of industry away from access vendors towards campaign vendors.

Vendors 136

Vendors Stats Paid Search Agency Advertising Agencies 136

Customer Experience Matrix

FEBRUARY 6, 2013

The VEST is our evaluation of industry vendors, aimed primarily at companies choosing a marketing automation system. The VEST contains a great deal of information that provides interesting (to me, at least) insights into industry trends. I won’t go into the gruesome details of my adjustments for incomplete information.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Forecasting 120

Customer Experience Matrix

MARCH 3, 2019

The most surprising thing about the CDP industry so far has been that this hasn’t happened very often. But all CDPs share the core CDP capability of storing all types of customer information without losing any of the details, which is beyond the scope of MDM. This, like storing all information, is part of the core CDP definition.

Enterprise Management 205

Enterprise Management Work Management Marketing Management Buy 205

Customer Experience Matrix

JANUARY 5, 2016

Detailed product information includes separate numeric ratings on topics such as ease of use, value for money, and customer support; detailed ratings on specific features; and open-ended questions about what reviewers liked most and least, how they used the system, and what they’re recommend to others. But they also differ in other ways.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 4, 2014

My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information. But those that did provide information showed great growth in 2013, in most cases over the 50% I had predicted. You heard it here first.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Customer Experience Matrix

JULY 31, 2015

Look here for more information or to make a purchase. Updating the report gives a nice overview of recent industry developments. Maybe RedPoint has crept up to a leader position, but they don’t share enough business information for me to know. Here are some observations: - market positions are pretty stable.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Paid Search Agency 120

Customer Experience Matrix

JUNE 10, 2017

This will make it easier for marketers to integrate external systems, taking advantage of industry innovation without requiring Cheetah to extend its own products. Products based on third party data, such as credit information and identity management, have remained with the old Experian organization.

Enterprise Management 0

Enterprise Management Marketing Management API Conference 0

Customer Experience Matrix

FEBRUARY 22, 2013

The figures are in line with my expectations, so they don't require any adjustments to my previous estimates of industry size or growth rate. Congratulations to the team at HubSpot, and special appreciation to them for openly sharing information that many other companies do not. Number of clients grew by 42%, to 8,440.

Hubspot 120

Hubspot Lead Nurturing Transparency Marketing Automation 120

Customer Experience Matrix

FEBRUARY 10, 2017

The company is in the business of assembling B2B marketing lists – an industry dating back centuries to city directories and beyond. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources. Lead Genius is a good example. Lead Genius does this too.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

JANUARY 18, 2017

My snarky twin at the Customer Data Platform Institute just published a new report on the CDP industry. Since few industry vendors release financial or business details, the report relies on public sources including Owler for revenue estimates, Crunchbase for funding history, and LinkedIn for employee counts. Sound of fingers tapping.)

Ideal Customer Profiles 120

Ideal Customer Profiles Enterprise Management Marketing Management Profiling 120

Customer Experience Matrix

AUGUST 22, 2016

depth of data (to measure this, get a list of data elements) quality of data (harder to measure: review some sample records and have the vendor explain their quality methods) coverage by region, company size, industry, etc. They may resell the data to marketers or use it themselves to support tasks such as account scoring or ad targeting.

Enterprise Management 120

Enterprise Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

MARCH 16, 2012

The move closer as Web sites capture more individual-level information and present more personalized treatments. And, as the two giants converge, the marketing automation industry stands between them like a mushroom, waiting to be crushed or gobbled up (if giants eat mushrooms). Some of that gobbling has already begun.

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 1, 2012

The VEST provides by far the most detailed, objective information available on industry vendors. It includes nearly 200 data points on 21 products, thumbnail sketches of each vendor’s strengths and weaknesses, and three industry quadrants showing leaders in different market segments.

Marketing Automation Services 120

Marketing Automation Services Marketing Report Marketing Automation Automation 120

Customer Experience Matrix

JULY 31, 2012

The new report contains a rich trove of industry information. The one item that people usually find most interesting is the size of the industry. The first is to look at installations by industry sector. Of course, there's more to these figures than just the industry size. I come at these figures in two ways.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Report Marketing Management 120

Customer Experience Matrix

MARCH 16, 2016

It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows , be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. What does Mariana do with this information? But the really special part is what comes next. How many more?

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

OCTOBER 14, 2019

None of this marks the end of the advertising industry or even of targeted online advertising. The trick is often that the two parties don’t want to expose information about customers they don’t share. That company compares the two lists, finds matches, and returns whatever information the parties have agreed to share.

Privacy 149

Privacy Advertising Agencies Advertisements Advertising 149

Customer Experience Matrix

SEPTEMBER 6, 2020

Bear in mind that we’re surveying members of the CDP Institute, so this is not a representative industry sample. There’s more in the report, including information on privacy compliance, and breakouts by region, company size, and company type. But it’s progress nevertheless. Again, you can download it here for free.

Customer Surveys 263

Customer Surveys Customer Satisfaction Privacy Paid Search Agency 263

Customer Experience Matrix

AUGUST 16, 2015

The approach is built around three factors: the marketing methods available; the marketer's goals; and the marketer’s "situation", an umbrella term that includes resources, technology, and industry. Technology includes available execution tools and measurement tools. And that's what we wanted to know.

Paper 120

Paper Social Media Social Marketing High Quality Lead 120

Customer Experience Matrix

OCTOBER 4, 2016

It can then use the information to predict future purchases and guide marketing and sales messages. Do these announcements reflect a change in industry focus from marketing applications to marketing data? DemandGraph isn’t exactly a product but rather a resource that Demandbase will use to power other products. billion for LinkedIn.

DemandBase 166

DemandBase Ideal Customer Profiles Marketing Management Cross-Selling 166

Customer Experience Matrix

FEBRUARY 12, 2013

So if you’re working in the industry, don’t circulate that resume just yet. I had figured to start off with my industry growth figures, but this led naturally to a question about long-term potential, which in turn leads to thoughts of market penetration rates. companies with $5 million or more revenue.** Why is this worrisome?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Automation 120

Customer Experience Matrix

OCTOBER 29, 2017

I don’t know why: probably some combination of intense competition, easy switching when customers have no subscription, location as a clear indicator of varying needs, immediately measurable financial impact, and lack of legacy constraints in a new industry. Flytxt is a good example. The system has advanced capabilities throughout.

Enterprise Management 212

Enterprise Management Marketing Management Paid Search Agency Ad Frequency 212

Customer Experience Matrix

JULY 10, 2013

sales enablement: systems to share marketing information with sales ( Genius , SalesFusion , LeadFormix , RightOn Interactive , Optify) distributed marketing: systems shared between central marketing organizations and local branches, dealers, distributors, sales agents, etc. A dashboard lets users pick widgets to display selected information.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

FEBRUARY 24, 2016

Nicholas Carr has explored the analogy between electric power utilities and information technology utilities in his books, but I haven’t (yet) read them. Early twentieth century managers invented industrial engineering, standardized fittings, and return on investment analysis for precisely those reasons.

Design 120

Design Planning Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 2, 2018

They can actually store as much detail as the client chooses and query it to extract information that hasn't been kept in memory. In particular, any CDP needs to identify core bits of customer information such as name, address, and identifiers that connect records related to the same person. The queries can run in real time if needed.

Ideal Customer Profiles 136

Ideal Customer Profiles Profiling Enterprise Management Marketing Management 136

Customer Experience Matrix

JULY 3, 2018

But it’s still a milestone in the on-going evolution of the marketing industry. Some comments I saw said their main interest is Acxiom’s data business, which compiles and sells information about individuals (remember those phone books that started it all?) It will be right at home with an agency parent. However, I disagree.

Work Management 120

Work Management Marketing Management Paid Search Agency Advertising Agencies 120

Customer Experience Matrix

FEBRUARY 18, 2016

The first strand was the number of systems that offer detailed information about content consumption. The uses for this information are obvious, including helping marketers to understand which topics are most appealing and giving salespeople insight into the interests of individual prospects. Of course, it’s clear that they should.

Conference 120

Conference Marketing Automation Services Content Customer Satisfaction 120

Customer Experience Matrix

JUNE 27, 2014

The CDP industry has been moving along nicely without my attention: new CDPs keep emerging and the existing vendors are growing. Reports also show which categories of data are contributing the most to the scoring models: this is more information than some systems provide and is presented quite understandably.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

AUGUST 6, 2013

What clients do use are extensive reporting tools that show marketing calendars, campaign results, customer profiles, Web tracking reports, funnel analysis, return on investment, and other information. rightwave marketing automation adoption marketing automation industry trends b2b marketing automation'

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

DECEMBER 18, 2012

‘Tis the season for industry predictions. Most expansion to date has been towards sales, in the form of add-ons that give salespeople access to information about behavior of their leads. new competition will come from outside the industry, especially from delivery systems.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 5, 2015

That’s a technical step backwards but will actually make it easier for buyers to access the detailed vendor information, and in particular to screen for vendors with particular capabilities. What’s you''ll find more interesting is that the VEST provides an opportunity to see new patterns emerging in the industry. dogs that didn’t bark.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120

Customer Experience Matrix

DECEMBER 20, 2012

The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. So that’s all fine, but what industry observers really want to know is how Salesforce.com will react. Stay tuned… * Raab Associates estimates the industry grew about 50% this year, to $525 million.

Eloqua 120

Eloqua Marketing Automation Services Enterprise Management Marketing Automation 120

Customer Experience Matrix

APRIL 13, 2016

This allows ONE to store nearly any kind of data including not just customer attributes and identifiers, but also interaction and purchase details, touchpoint configurations, and product information. These are updated immediately as new data is gathered, so the system is always working with the most current information.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

MAY 24, 2016

I snuck down to Washington DC yesterday for a few hours at the CRM Evolution conference, where a critical mass of industry experts triggered a chain reaction of interesting thoughts. It was that even information core customer information such as purchases should be referenced rather than copied.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

MAY 17, 2016

The joke in that is, there’s no such thing: you’d no more want a separate ABM stack than you’d want a stack for people in California or customers in the insurance industry. My own talk, not surprisingly, will be about the technology behind ABM – or, more precisely, how to build an ABM marketing technology stack.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149