Customer Experience Matrix

DECEMBER 18, 2012

But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?” This is what’s covered in the white paper.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

FEBRUARY 24, 2017

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems. The term “martech fatigue” has crept into my conversations, suggesting that marketers are tired of buying new systems they often don't use.

Paid Search Agency 196

Paid Search Agency Advertising Agencies Marketing Management Budget Programs 196

Customer Experience Matrix

APRIL 15, 2014

As you may know, I’m working with Scott Brinker of Chief Martech blog fame and Third Door Media on the MarTech marketing technology conference set for August 19-20 in Boston.* Every consulting engagement I do starts with the relationship between business strategy and marketing technology.** Bluff called. So, where to begin?

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

SEPTEMBER 26, 2013

Simply put, marketers need better databases. If you’re a working marketer, you almost surely know this from personal experience. As customers interact across more channels, marketers need to not just meet them in every new location but recognize them and carry on a continuous conversation from one touchpoint to the next.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

DECEMBER 13, 2012

Most decision managers assume content is best stored with the touchpoint systems, while SiteCore wants to store most content itself. Although I just compared SiteCore with decision management systems, its more immediate competitors are marketing automation vendors. Like SiteCore, they aim to be a company’s core marketing platform.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 4, 2010

Summary: a survey sponsored by Coremetrics shows that online marketers are eager to merge data from multiple sources. This is the long-term solution to closing the gap between database and digital marketers. The article referred to a survey of online marketers sponsored by Web analytics vendor Coremetrics.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

OCTOBER 1, 2014

Since then, the company has added tools to help marketers make better use of this data, culminating in 2012 with Launchpad, which combined email and postal prospect lists, delivery services, display ads, and response analysis. b2c marketing automation email marketing prospect database small business marketing software'

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

JANUARY 6, 2014

Sophisticated marketers might want more refined controls, such as limits on how often the same content is offered or recommendations based on expected response value rather than the simple click rate. I’d argue that recommendations should be part of the central platform, so they can be used to coordinate treatments across all touchpoints.

Classified Ads 120

Classified Ads Content Marketing Management Paid Search Agency 120

Customer Experience Matrix

JUNE 29, 2011

Both announcements shared a theme of integration between core marketing platforms and other marketing systems. 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. As Captain Planet used to say, The Power Is Yours.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

FEBRUARY 22, 2011

Summary: SAS's purchase of AssetLink ensures it's a viable alternative to IBM/Unica and Teradata/Aprimo for integrated marketing management. SAS today announced its acquisition of marketing resource management vendor AssetLink. SAS’s marketing systems are also sold mostly to big firms. Makes sense. But those can be solved.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

NOVEMBER 15, 2007

Customer Intelligence” is SAS’s name for the platform underlying its enterprise marketing offerings. Flows are then made available to customer touchpoint systems as Web services using J2EE. The December release also contains major enhancements to SAS’s Marketing Optimization and Digital Marketing (formerly E-mail Marketing) products.

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

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. Of course, each has a different mix of features and its own market position.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

JANUARY 2, 2007

In any case, Tibco’s goal is less to present brilliant marketing ideas than to illustrate the remarkably complicated technical choreography required to make such reactions possible.

Enterprise Management 120

Enterprise Management Marketing Management Paper Touchpoints 120

Customer Experience Matrix

JANUARY 18, 2007

I commented briefly on Net Promoter Scores here here, and they’ve also come up in Ron Shevlin’s Marketing ROI blog and Adelino de Almeida’s Profitable Marketing ). It doesn’t explicitly mention Net Promoter Scores but the notion is lurking in the background. (I

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

NOVEMBER 20, 2012

In his classic Harvard Business Review article Marketing Myopia , Theodore Levitt argued that railroad companies could have survived the rise of the automobile had they considered their business to be providing transportation, not running trains. Recommendations in IO are based on marketing activities. billion since 2000.

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

JUNE 25, 2015

But I think the topic is extraordinarily important, so here is a summary in sushi-sized bites: - the conventional flow-chart model of marketing campaigns can’t capture the complexity of today’s disjointed customer journeys. - Marketers filled out these sheets and handed them to programmers to execute.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

MARCH 29, 2010

It was more because I've been giving the topic low priority because the market for such systems seems to be moving slowly despite the clear benefits they provide. This approach uses an “Intelligent Enterprise Server” to connect company touchpoints and data sources to thinkAnalytics’ data mining, recommendations and business rules engines.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 29, 2016

But it's much more data-driven than starting with an marketer-created design. - By “journey as the framework for message selection” I mean that marketing messages or campaigns are triggered when customers reach a particular journey step. The planning module was the original product.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

OCTOBER 8, 2014

I recently gave a talk on New Frontiers in Data Driven Marketing, which managed to incorporate Barbie, Fred Astaire and Ginger Rogers, General Winfield Scott, and The Three Stooges. But even without celebrities, I think the list is worth a quick look as you start planning for next year’s marketing programs.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120

Customer Experience Matrix

NOVEMBER 15, 2009

Summary: a new Aberdeen Group report argues that Web content management systems should add customer management features and will ultimately compete with traditional marketing automation products. I agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints. But this could change.)

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

MAY 26, 2011

When a market first develops, it is filled with “point solutions” that do one function – say, send emails or analyze Web traffic. This is especially true in customer management, where new touchpoints – Web, mobile, social, etc. To some degree they also compete their ability to connect with data sources and touchpoint systems.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 18, 2010

It's been hard for independent decision engines to survive, even though it seems an independent product should make it easier for marketers to unify their customer treatments. It has been deployed primarily in call centers, although it is designed to work across multiple touchpoints. This may make it easier for them to survive.

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

NOVEMBER 15, 2012

Maybe marketers don’t realize how much improvement they get from driving recommendation with predictive models rather than simple rules. This includes the touchpoints (customer-facing execution systems), such as Web sites and call centers, and other systems with relevant data, such as order processing and marketing databases.

Marketing Management 120

Marketing Management Marketing Automation Services Multi-Channel Touchpoints 120

Customer Experience Matrix

JUNE 9, 2011

I won’t repeat that here, except to summarize that these systems use data from multiple source systems to feed centrally-managed, real-time decisions to multiple touchpoints. Less typically, it also stores marketing contents internally and provides a content builder to create these.

Work Management 120

Work Management Marketing Management Cost Software 120