Customer Experience Matrix

JANUARY 19, 2016

As you know from previous blog posts , I’ve been borderline obsessed recently with systems that automatically create multi-step campaign flows. OneSpot was already on my list of interesting companies because they automatically reformat content to use in different channels. Even fewer support advertising along with other channels.

Automation 120

Automation Classified Ads Paid Search Agency Multi-Channel 120

Customer Experience Matrix

OCTOBER 14, 2014

The only thing that’s certain is a CDP will create a multi-source database of customer information. None of those are required for a CDP to fulfill its core purpose of giving marketers a unified customer database to support coordinated customer treatments across channels. Scheduling supports one-time and repeated execution.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Multi-Channel 120

Customer Experience Matrix

APRIL 4, 2007

The Acxiom Digital / Kefta match up is somewhat more interesting because it combines email and Web channels. Of course, marketers are increasingly interested in synchronizing efforts in both online spheres, so we can expect more cross-channel acquisitions as vendors seek to meet this demand.

Buy 120

Buy Marketing Management Personalization Multi-Channel 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. More accessible customer data and broader opportunities to deliver personalized messages will support the long-expected mass deployment of automated predictive analytics tools.

Trends 120

Trends Paid Search Agency Multi-Channel Ideal Customer Profiles 120

Customer Experience Matrix

OCTOBER 22, 2009

Summary: SalesFusion combines all channels within marketing, and merges marketing automation with CRM as well. But let’s not forget that offline channels still account for nearly 90% of total advertising expenditures. Let’s start with SalesFusion’s strongest point, which is the scope of marketing channels supported.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 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

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

OCTOBER 2, 2013

The company positions itself as a tool to deliver “personalized and relevant multi-channel communications”, which sure sounds like a CDP. But a few systems were so close to the border that I only made the final call after I had evaluated them in depth. idio was one of those.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 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

NOVEMBER 5, 2015

This can be combined with exceptionally powerful multi-step workflows, including rarely-seen features such as converging paths (two nodes can point to the same destination) and parallel streams (the same customer can follow two paths out of the same node). So where does this leave us?

Marketing Analytics Tools 120

Marketing Analytics Tools Advertising Channels Marketing Automation Services 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. ExactTarget does have some Web personalization features, although I don''t know how well they''re integrated with other aspects of customer management.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

SEPTEMBER 7, 2016

The new channels that appear on a typical “history of marketing timeline”, such as radio in the 1920’s and TV in the 1950’s, didn’t really trigger any particular changes in the technology used by marketers: planning was still done on spreadsheets and copy was typed manually up to the 1970’s. In short, martech today is at a crossroads.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

DECEMBER 4, 2012

I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. As the table accompanying my Balihoo post indicates, these are pretty much standard features for channel partner systems. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 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. Each person is assigned to the profile card they match most closely; people can be switched to a different card if their behaviors change.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 16, 2012

So far so good, especially since multi-channel content is another trend I’ve been toying with for some time. The move closer as Web sites capture more individual-level information and present more personalized treatments. Not that I'm bragging or anything.)

Salesforce.com 120

Salesforce.com Enterprise Management Marketing Automation Services Marketing Management 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. Either way, it’s food for thought.

Communities 120

Communities Multi-Channel Cost Advertising Benchmark 120

Customer Experience Matrix

MARCH 26, 2015

A good foundational system also needs a robust customer database that can integrate data from all the channels, whether it supports them directly or via partners. But the system isn’t tracking messages to specific individuals, so it can’t avoid showing the same message multiple times to the same person. automated optimization.

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 25, 2010

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. One way to avoid this complexity is to generate a file containing the customer records and segmentation variables and let channel-specific output systems generate the customized messages. This would further simplify marketers’ lives.

Multi-Channel 120

Multi-Channel Demand Generation Agencies Advertising Channels Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2008

May include channels such as direct mail, call center, and online chat. Key functions include landing pages, data capture surveys, and trigger-based personalized email. Key functions include multi-step campaigns, offer selection, email and newsletters, landing pages, and response tracking.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

OCTOBER 21, 2010

Key conclusions are: "While customers have now broadly and deeply embraced new digital and social media channels of engagement, interaction and transaction, most senior marketers and IT executives admit their companies lack a clear understanding of how customers are using their channels and are not highly prepared to leverage those channels.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

APRIL 26, 2007

But, judging from their Web site, Loyalty Matrix offers off-line analysis and promotion recommendations, not the real-time targeting and personalization of Touch Clarity and Kefta. Loyalty Matrix also extends beyond digital channels to take data from all sources and produce multi-channel contact strategies.

Loyalty 120

Loyalty Buy Work Management Multi-Channel 120

Customer Experience Matrix

MAY 20, 2017

There are dozens of Web personalization tools available. These include what data is available, how messages are chosen, which channels are supported, and how the system is implemented. Message selection: this is probably where personalization systems vary the most. Implementation: this also varies by channel.

Advertising Channels 120

Advertising Channels Personalization Multi-Channel API 120

Customer Experience Matrix

DECEMBER 3, 2008

The only common feature that’s missing in Pardot is rule-based branching within multi-step programs. This involves rights management and content management features that seem arcane but are nevertheless critical when marketing responsibilities are divided by function, channel, region and product organizations.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 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

OCTOBER 18, 2007

The company originally specialized in email marketing but has since broadened to incorporate other channels. Its email heritage still shows in strong content management and personalization capabilities. Personalization works the same across all media: users embed selection rules within templates for email, Web pages and other messages.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

MARCH 9, 2015

It also implies there’s a lot of value in “identity association” technologies that link related data to the same person. Be sure you can easily introduce new data sources, components, objectives, and execution channels. Everything is biddable. Focus on the analytics layer.

Marketing Automation Services 120

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

Customer Experience Matrix

FEBRUARY 2, 2010

I’m not saying many of them wouldn’t like to identify each person they interact with, just that this is obviously impossible in most situations. Thus, multi-step marketing campaigns or highly structured interaction dialogs are less useful than simply giving people a variety of choices and letting them guide the process for themselves.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 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

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. Campaigns are still a linear sequence of events but now allow different treatments within each event, with different treatments potentially going to different channels.

Features 120

Features Enterprise Management SMS Multi-Channel 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

FEBRUARY 16, 2017

It’s probably that most of their clients are mid-sized ecommerce companies, and the systems I’ve recently seen for ecommerce marketers have focused on personalized messaging and optimization. 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

Customer Experience Matrix

APRIL 11, 2013

Their latest expansion moves them beyond digital channels to offline media including direct mail, television, and print. It calls these all conversions, which I personally found a bit confusing but suppose would quickly get used to. 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 20, 2012

Their descendants are now modules within integrated Portrait suite, including Portrait Explorer (visualization), Miner (predictive modeling), Uplift (model-based treatment selection), Foundation (data access and integration), Dialogue (multi-step outbound campaigns), and Interaction Optimizer (real-time decisions).

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

AUGUST 19, 2016

Customized Messages and Execution can be found in non-ABM systems such as Web site personalization or marketing automation.* They often specialize in channels such as display ads. This cluster includes several single-channel vendors, who are really quite different from multi-channel vendors but get checks in the same boxes.

Work Management 120

Work Management Marketing Management Marketing Automation Services Account Based Marketing 120

Customer Experience Matrix

MARCH 19, 2014

In other words, Knotice gives IgnitionOne a much stronger ability to incorporate non-Web channels and known individuals in its marketing and databases. One is the expansion of email vendors into broader multi-channel marketing. These deals also reflect some other trends beyond acquisitions.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Buy Advertising Agencies 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. What’s changed is visibility: marketers now can see vastly more data about their customers and can interact with them through vastly more channels.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

JANUARY 3, 2017

It can assemble profiles on travel companions, who are often not as well known to an airline as the person who booked the ticket. It also calculates personal propensities to buy airline services and from specific partners such as hotels and retailers. Users can also define segments and contexts using any data in the personal profile.

Ideal Customer Profiles 0

Ideal Customer Profiles Paid Search Agency Classified Ads Rules 0