Customer Experience Matrix

DECEMBER 13, 2014

And, for what BlueConic calls “user-driven marketing”, I already knew that the final stage would be a central database and decision engine that gather data from all channels and select the treatments that each channel delivers. Level 2 of BlueConic’s model still has each channel running separately, which again is a bit surprising.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Customer Experience Matrix

JUNE 5, 2013

But as Salesforce.com made clear in its own call yesterday, they were most attracted by ExactTarget''s multi-channel marketing capabilities. Similarly, it has claimed some real-time interaction management, but I don''t know how well it works.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

SEPTEMBER 28, 2011

Here are some others, in rough order of industry familiarity: Alterian – extends beyond multi-channel campaign management to include Web content management, Web analytics, and social media monitoring. Neolane – provides multi-channel campaign management, realtime interactions, and marketing resource management.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Resource Management Marketing Management 120

Customer Experience Matrix

MARCH 6, 2016

Some companies serving small business have indeed reached multi-million client counts (see table), but their products cost much less and are essential for basic operations.** Of these, I found WickedReports the most interesting: they use customer tracking to do multi-channel lead attribution and customer value analysis.

Small Business Marketing 120

Small Business Marketing Work Management Marketing Management Planning 120

Customer Experience Matrix

DECEMBER 16, 2013

Marketers will have an increasing number of ways to build consolidated, multi-source customer databases without waiting for help from their IT departments. Customer Data Platforms mature.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

NOVEMBER 24, 2016

Obviously the system has been updated many times since then but its core approach to optimizing real-time decisions across all channels has stayed remarkably constant. Offers can include multi-step flows with interactions over time and across channels. It brings together audiences, offers, and actions.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 21, 2014

The corporate home page says “Sailthru makes it easy to personalize every channel for every customer,” which is accurate enough. But plenty of other companies also help with omni-channel personalization. These are linked across channels to a customer identity that is usually known at the start of an interaction.

Lead Ranking 120

Lead Ranking Ideal Customer Profiles Personalization Classified Ads 120

Customer Experience Matrix

MARCH 12, 2017

That matters because such projects were historically multi-year undertakings that often failed altogether or required so many compromises among enterprise stakeholders that they didn’t meet all of marketing’s particular needs.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

APRIL 25, 2013

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels. Model scores and other data are updated in real time during an interaction.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

MARCH 16, 2012

Sharma’s reaches a similar conclusion although he puts it in a larger context of social media (people expect to interact with a company Web site like they interact on social media), cloud, and mobile computing (marketers need content that can be presented on all types of devices).

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

JUNE 29, 2011

They've been pulling these together with an “Interactive Marketing Hub” in beta since last September, which is now used by 500 of their 4,000 clients. The IMH sports a slick user interface with a very nice dashboard showing real-time updates of summary statistics for each channel. As Captain Planet used to say, The Power Is Yours.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

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. Letting external systems deliver the actual interactions causes no particular harm.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 17, 2009

It also released a benchmark survey showing that online channels (email, chat, Web self-service) don't do much to reduce customer service telephone calls. RightNow shared a copy of its recent RightNow Multi-Channel Contact Center Benchmark Report , which was interesting in its own right.

Communities 120

Communities Multi-Channel Cost Advertising Benchmark 120

Customer Experience Matrix

AUGUST 21, 2009

The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Marketing Management Paid Search Agency 120

Customer Experience Matrix

OCTOBER 21, 2010

The CMO Council and Accenture Interactive recently released a study Aligning the CMO and CIO to Achieve Agile Intelligent Marketing based on parallel surveys of about 300 members of each group. CIOs agreed that better data was their first priority, but otherwise felt they should focus on new types of systems and interactions.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 1, 2010

Of course I’m oversimplifying – much digital marketing does deal with people who have identified themselves – but there’s still a fundamental shift from targeting outbound campaigns at known individuals to managing interactions with anyone willing to engage. Industry vendors who support them will thrive.

Database Marketing 120

Database Marketing Paid Search Agency Paid Content Demand Generation Agencies 120

Customer Experience Matrix

JANUARY 22, 2014

Briefly, a standard B2B marketing automation system can send bulk emails to segmented lists, capture email responses on landing pages and forms, track email and Web site behaviors, score leads based on behaviors and profile attributes, execute multi-step workflows (i.e.,

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Automation Automation 120

Customer Experience Matrix

MARCH 9, 2015

Social networks, mobile devices including phones and wearables, and the Internet of Things will provide ever-more details about the precise situation of each customer during each interaction. If each interaction is bid separately, then the notion of campaigns that lead the customer through a sequence of contacts on a flow chart is irrelevant.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Terms and Conditions Lead Ranking 120

Customer Experience Matrix

NOVEMBER 2, 2006

The natural tendency is to see smart phones as a channel. Since those other two are clearly channels, SMS must be one as well. Considering the phone as a channel makes no more sense than considering your office desk as a channel, since you can receive messages there too.

Advertising Channels 120

Advertising Channels SMS Multi-Channel Rules 120

Customer Experience Matrix

FEBRUARY 2, 2010

It’s self-evident that digital marketing (mostly on the Internet, but also mobile, in-game, and eventually interactive TV) is a major change from both traditional mass media and more recent database marketing (mail, email, telemarketing, CRM). This is an important topic, so I thought I’d return for a closer look.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 18, 2007

The company originally specialized in email marketing but has since broadened to incorporate other channels. Neolane’s flow charts allow an additional level of personalized treatment, supporting sophisticated multi-step programs complete with branching logic. That part of the system seems quite impressive.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 20, 2012

Purchases have included Group 1 Software (2004), MapInfo (2007) and Portrait Software (2010), which are now part of a customer analytics and interaction group within the company’s software division. HQ provides dashboards showing a campaign calendar, personal and delegated tasks, and results by campaign, offer, and channel.

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

OCTOBER 18, 2012

The crown jewel turned out to be RightPoint, a pioneering real-time interaction manager since renamed Interaction Advisor. This is already a contrast to B2B marketing automation, where the database is part of the system and structures are largely limited to contacts, accounts, and marketing interactions.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Interactive Marketing Enterprise Management 120

Customer Experience Matrix

SEPTEMBER 24, 2018

It’s easy to decide there’s an entity called “customer” but hard to agree on one definition that will apply across all channels and back-office processes. Note that CDPs are deployed at the company level, so they don’t need to solve the multi-company problem. Reconciling these is the main challenge in any data integration project.

Enterprise Management 295

Enterprise Management Work Management Marketing Management Marketing Automation Services 295

Customer Experience Matrix

NOVEMBER 29, 2010

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. It’s been nearly two years since my last review of Treehouse Interactive. It’s been nearly two years since my last review of Treehouse Interactive. Here's an update.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

JULY 14, 2017

Basically, the system is still what it was: a Customer Data Platform that includes predictive modeling, content creation, and multi-step campaigns. Users do have to tell source systems what information to send and map inputs to standard entities such as customer name, product ID, or interaction type. So let’s do a quick update.

Features 120

Features Enterprise Management SMS Multi-Channel 120

Customer Experience Matrix

JUNE 25, 2015

What made it modern was a standard relational database(2) and multi-step campaigns that that sent users down different paths depending on their actions during the campaign. This was realistic when interactions were limited to a few company-controlled touchpoints. But if you want to understand my thinking in more detail, please read on.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

AUGUST 19, 2016

Bear in mind that customized messages and state-based flows (which are roughly equivalent to multi-step campaigns) are widely available in general purpose systems not covered in the ABM Guide, so the low counts here don't mean they are really hard to find. They often specialize in channels such as display ads. There sure is!

Work Management 120

Work Management Marketing Management Marketing Automation Services Account Based Marketing 120

Customer Experience Matrix

MARCH 29, 2016

It’s even more different from taking conventional multi-step campaigns and calling them "journeys”. This still isn't a purely objective process because some human or machine judgement is still needed to exclude irrelevant details, assign interactions to journey stages, and select the most important sequences.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 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. Each Decision system builds its own multi-source database and each integrates separately with the Delivery systems.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Customer Experience Matrix

JANUARY 3, 2017

Data can be loaded in real time during Web or call center interactions, by querying external sources through API connections, or through batch uploads. Most of this data is read from external systems at the start of an interaction, used during the interaction to provide context, and stored with the interaction records for future analysis.

Ideal Customer Profiles 0

Ideal Customer Profiles Paid Search Agency Classified Ads Rules 0

Customer Experience Matrix

MAY 28, 2015

It involves not just listing interactions or displaying them in a diagram, but also analyzing their contents, results, and supporting systems. suitecx is to static customer journey diagrams as Google Maps is to the Rand McNally Road Atlas: an interactive alternative with almost boundless functionality.

Paid Search Agency 120

Paid Search Agency Multi-Channel API Display 120

Customer Experience Matrix

APRIL 11, 2013

Their latest expansion moves them beyond digital channels to offline media including direct mail, television, and print. For each category, it shows the conversion count and revenue: so, for example, you see the number and revenue for multi-touch repeat purchases. and show the current member count in each funnel stage.

Multi-Touch Attribution 120

Multi-Touch Attribution Optimization Multi-Channel Allocation 120

Customer Experience Matrix

NOVEMBER 15, 2012

real time interaction managers), which are used to select the best treatment during a Web visit, telephone call, or other interaction. The connections are set up during system implementation and then used in real time to look up information about a specific individual during an interaction.

Marketing Management 120

Marketing Management Marketing Automation Services Multi-Channel Touchpoints 120

Customer Experience Matrix

MAY 27, 2014

This degree of control is usually reserved for advanced interaction management systems. Persado offers a sort of multi-variate testing on steroids, using semantic and statistical algorithms to auto-generate and test thousands of alternative marketing messages across Web pages, apps, email, text, social, search and display advertising.

Paid Content 120

Paid Content Paid Search Agency Ideal Customer Profiles Advertising Agencies 120

Customer Experience Matrix

AUGUST 25, 2016

Customers in multi-step campaigns do move from one stage to the next, but they usually progress in only one direction, whereas people can move in and out of the same state multiple times. Another way to look at it: customers can be in several campaigns at once but only in one customer state at a time.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

FEBRUARY 16, 2017

I probably wasn’t helped by Zaius’ Web site, which calls it a “B2C CRM” and then lists single customer view, real-time marketing automation, and cross-channel attribution as its main features. Zaius assigns events to sessions after they are linked to unified identities, so one session can include interactions across several channels.

Top of Funnel 168

Top of Funnel Marketing Automation Services Ideal Customer Profiles Enterprise Management 168