Customer Experience Matrix

APRIL 2, 2015

I spent last Tuesday and Wednesday at the MarTech Conference in San Francisco, where close to 1,000 marketing technologists heard sage advice, shared experiences, and otherwise frolicked with their peers. Several presenters diagrammed the actual marketing systems in place at their companies.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 20, 2007

Measuring the financial value of optimization comes back to last Wednesday's post on the credibility of marketing metrics. Marketing analysts therefore shy away from the problem unless pushed to engage it by senior management. Time can be expanded by adding more staff, either in-house or outsourced.

Multivariate analysis 120

Multivariate analysis Lead Scoring Lead Ranking Optimization 120

Customer Experience Matrix

SEPTEMBER 29, 2006

Unica ( www.unica.com ) released the latest version of their Affinium marketing suite earlier this month. Over all, the new features are very good, but I’ll leave it to Unica’s marketing materials to describe them at length. Since this is an area of particular interest for me, I asked Unica for a briefing.

Multivariate analysis 120

Multivariate analysis Promotion Rules Analysis 120

Customer Experience Matrix

SEPTEMBER 3, 2012

It was fun to work again as a hands-on marketer. It’s an old saw among direct marketers that the list determines most of your response rate and the offer controls for most of the rest. I’ve shamelessly stolen this insight from Marketing Experiments , whose methodology I hugely admire and highly recommend.) lots of content.

Multivariate analysis 120

Multivariate analysis B2B Marketing Planning B2B 120

Customer Experience Matrix

JANUARY 24, 2015

I’m revving up for the next edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report, which will include six first-time entries. The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Paid Search Agency Marketing Report 120

Customer Experience Matrix

JULY 14, 2009

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. Channel-specific marketing automation is less appealing but should help to keep marketing automation vendors on their toes.

Work Management 120

Work Management Marketing Management Marketing Automation Services Analytics 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. Incidentally, this is a partial answer to one of the questions I posed yesterday.

Multivariate analysis 120

Multivariate analysis Ad Frequency Correlation Database Marketing 120

Customer Experience Matrix

JUNE 9, 2011

Web site implementations can present offers, collect data, and run champion/challenger and multivariate tests. Less typically, it also stores marketing contents internally and provides a content builder to create these. It can present different messages depending on the agent’s skill level.

Work Management 120

Work Management Marketing Management Cost Software 120

Customer Experience Matrix

NOVEMBER 29, 2010

Summary: Treehouse Interactive has been slowly enhancing its marketing automation system with features that appeal to experienced users. Its new clients are larger firms and half are switching from another marketing automation product that they found inadequate. This might foreshadow attrition problems at other vendors.

Features 120

Features Marketing Automation Services Marketing Management Salesforce.com 120

Customer Experience Matrix

MARCH 13, 2007

I had a long and interesting talk yesterday with Larry Epstein at SiteSpect , a vendor of Web site multivariate testing and targeting software. This frees marketers from reliance on the technical team that manages the site. If the marketers can do the work themselves, these very substantial costs can be avoided.

Tagging 120

Tagging Work Management Marketing Management Vendors 120

Customer Experience Matrix

JANUARY 17, 2009

The heart of my presentation on Wednesday ended up as a list of 37 “best practices” for marketing automation / demand generation programs. A bit of context: the presentation listed a sequence of steps for marketing campaign creation, deployment and analysis. The marketer assembles information about the target audience.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

JANUARY 12, 2007

The need for it is the reason I spend so much time looking at things like marketing mix models, agent based models and multivariate testing systems. 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.

Lead Ranking 120

Lead Ranking Enterprise Management Lead Scoring Forecasting 120