Customer Experience Matrix

OCTOBER 22, 2012

I’ll be speaking about optimization this Wednesday at the Online Marketing Summit conference in Santa Clara, CA. The nuclear engineers spent the day calculating the volume of pie tins and optimizing heat convection in the baking ovens. Nor do they work for marketing optimization. This did not end well.

Work Management 120

Work Management Paid Search Agency Conference Optimization 120

Customer Experience Matrix

JULY 1, 2023

These messages will be orchestrated and optimized across all channels, fulfilling the omnichannel vision that has hovered like a mirage on the industry horizon for decades. Whether this results in more or fewer martech applications is a separate question.

Best Practices 177

Best Practices Work Management Differentiation Marketing Management 177

Customer Experience Matrix

APRIL 13, 2016

As I wrote a couple of posts back , I’ve recently noticed a new set of vendors offering “journey optimization engines”*. On the other hand, journey optimization engines don’t always expose their data to external systems, which is a core requirement for CDPs. This, of course, is a function they share with Customer Data Platforms.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

FEBRUARY 19, 2018

The estimates are used to find the optimal budget allocation across all channels, a.k.a. But it does come up in some discussions of marketing measurement and optimization. These results are sometimes combined with estimates created using different techniques to cover channels that can’t be tied to individuals, such as broadcast TV.

Allocation 120

Allocation Paid Search Agency Analysis Comparison 120

Customer Experience Matrix

MARCH 29, 2016

That’s because Hive9 actually has three connected modules: one for marketing planning, one for marketing measurement, and one for optimization (which is what I’m calling journey orchestration). The optimization module is where journey orchestration happens. Journey stages are defined within the optimization module.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

AUGUST 30, 2017

I will not present a dialog between a marketer and his new AI assistant, Worldwide Holistic Optimizer (WHO), which has unexpectedly replaced his old assistant, the Workflow Automation Tool (WAT). I won't wear a tin foil hat or neon eyeglasses.well, maybe the glasses. Computer: Hi Dave. Marketer: Who’s there? Computer: Yes I am.

Marketing AI 120

Marketing AI Conference Automation Optimization 120

Customer Experience Matrix

SEPTEMBER 19, 2016

, the shift to new technology happens in stages as individual components of a process are changed, which then opens a path to changing other components, until finally all the old components are gone and new components are deployed in a configuration optimized for the new capabilities.

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

MARCH 24, 2016

I did feel the exhibit hall was more crowded than optimal, although some vendors seemed to like being able to grab attendees as they walked by. Perhaps we could have one of the automated content generation vendors read all the vendor materials and write optimal signs for them! Unga bunga bink! On to suggestions for next year.

Conference 120

Conference Marketing Automation Services Peer-to-peer Vendors 120

Customer Experience Matrix

JUNE 10, 2017

The company still faces a major challenge in upgrading its technology to optimize customer treatments in real time across inbound as well as outbound channels. This makes it uniquely appealing to companies that are uncomfortable with the big marketing cloud vendors. It's a roll of the dice.

Enterprise Management 0

Enterprise Management Marketing Management API Conference 0

Customer Experience Matrix

APRIL 27, 2020

The challenge is to find an optimal deployment sequence that starts with the minimum number of sources needed for an important use case and then incrementally adds new sources that support new use cases. I’ve always found that an intriguing problem although I’ll admit few others have shared my fascination.

Ad Building 227

Ad Building Paid Search Agency Work Management Marketing Management 227

Customer Experience Matrix

MARCH 26, 2015

The system automatically monitors response and optimizes its bids to get the best results within a company’s campaign budget. automated optimization. Like most real time bidding systems, it typically aims to optimize click through rate or cost per click. b2b display advertising b2b marketing marketing automation terminus'

Paid Search Agency 120

Paid Search Agency Display Enterprise Management Marketing Automation Services 120

Customer Experience Matrix

FEBRUARY 29, 2012

The high performance version of marketing optimization is due by the end of the year. The company did announce, very casually, that aiMatch would be extended to include ad buying optimization as well as its current ad-selling optimization.

Analytics 120

Analytics Paid Search Agency Enterprise Management Conference 120

Customer Experience Matrix

MAY 24, 2016

But even before we get to the point where humans are completely cut out of the buying process , we'll have the problem of how to optimize the customer journey. The trick will be to deliver value during every interaction – to optimize the journey from the customer’s perspective, not the company’s.

Mobile Marketing 136

Mobile Marketing Conference CRM Mobile Advertising 136

Customer Experience Matrix

FEBRUARY 16, 2012

My role at Left Brain will be to build the “optimization”practice, which means working on marketing analytics as well astechnology. Left Brain and itsclients are eager for the optimization work because many of their programs havenow passed their initial deployment and need this sort of analysis and tuning. It will be fun.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Marketing Automation Services Paid Search Agency 120

Customer Experience Matrix

MARCH 24, 2015

Well, wrap your head around this one: Media Optimizer, Adobe’s online ad manager (a.k.a. Audience Manager can also copy Web behavior information directly from Analytics, the one instance (so far as I know) where detailed data is shared between Adobe solutions. Confused yet?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Planning 120

Customer Experience Matrix

OCTOBER 16, 2017

The agency’s performance-based perspective meant it needed to optimize spend across the entire customer journey, not simply use first- or last-click attribution approaches which ignore intermediate steps on the path to purchase. Wizaly grew out of this need.

Paid Search Agency 149

Paid Search Agency Allocation Classified Ads Ideal Customer Profiles 149

Customer Experience Matrix

SEPTEMBER 28, 2017

That needs a blog post of its own to explain, but the basic reason is AI needs attribution (specifically, estimating the incremental value of each marketing action) as a goal to optimize against when it's comparing investments in different marketing tasks (content, media, segmentation, product, etc.)

Multi-Touch Attribution 136

Multi-Touch Attribution Marketing AI Work Management Marketing Management 136

Customer Experience Matrix

OCTOBER 15, 2015

Speaking of unrelated topics*, the Everstring funding follows quickly on the heels of another large investment -- $58 million – in automated testing and personalization vendor Optimizely , which itself followed Oracle’s acquisition of Optimizely competitor Maxymiser.

Marketing Management 120

Marketing Management Paid Search Agency Lead Ranking Ad Exchange 120

Customer Experience Matrix

APRIL 11, 2013

They have also moved from attributing past results to using predictive models to optimize current and future campaigns. The system’s optimization process begins with the attribution analysis, but then adds auto-generated predictive models to estimate the impact of future ad plans, including interactions across channels. Impressive.

Multi-Touch Attribution 120

Multi-Touch Attribution Optimization Multi-Channel Allocation 120

Customer Experience Matrix

JULY 1, 2015

We already do this today in specialized areas like search engine optimization (“selling” to Google for a higher ranking) and programmatic media buying (providing more data about impressions so they earn higher bids). This sort of marketing is fundamentally different from both stacktech and madtech.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

Customer Experience Matrix

JULY 30, 2009

Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. It also checks posts to ensure they are optimized for search engine rankings. Hubspot has accepted this challenge.

Small Business Marketing 120

Small Business Marketing Bundling Work Management Paid Search Agency 120

Customer Experience Matrix

JUNE 2, 2016

So the Promised Land of fully automated, optimized campaign design still hasn't been reached. Note: I haven't spoken with Intercom. I'll try to find time for that and to write a real review.

Campaigns 120

Campaigns Marketing Automation Services Trigger Marketing Work Management 120

Customer Experience Matrix

OCTOBER 12, 2009

Summary: marketing performance measurement can start with simple response tracking, and grow in stages to show business impact, track the buying process, optimize results and demonstrate strategic alignment. Optimize Results. You can then optimize the combination of treatments across the process. higher profit rate?

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

AUGUST 10, 2010

Summary: In a constantly changing world, flexibility is more important than optimization. This is what allows them to design a new set of processes and techniques optimized for that situation. In this situation, any optimized process will rapidly become obsolete. What does an organization optimized for flexibility look like?

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Customer Experience Matrix

JANUARY 31, 2013

Avista can also run optimization routines to automatically find the most effective spending mix. Marketers use sliders to adjust the spending levels and the system then estimates the sales that would result.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

JUNE 20, 2018

Key features include dynamic assembly of individual experiences, real-time performance tracking and continuous optimization. June 20, 2018 RichRelevance Launches Next-Generation AI-Based Experience Personalization Personalization vendor RichRelevance has launched its next generation of AI-based personalization tools.

Marketing Management 120

Marketing Management Cross-Selling Mobile Advertising Newsletter 120

Customer Experience Matrix

JANUARY 1, 2019

One cause for optimism: younger firms have tended to grow faster than older firms, suggesting the rate might increase as more young firms appear. Whether this happens depends on how quickly the existing vendors grow. Larger firms have also grown faster than smaller firms.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Customer Experience Matrix

MARCH 9, 2015

It’s obvious that mass data consolidation, real time bidding, optimized messaging, and omnichannel execution require near-total automation of the entire process. This has to be really intelligent automation that finds patterns, notices when they change, and optimizes treatments with minimal human guidance. . • Automation takes over.

Marketing Automation Services 120

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

Customer Experience Matrix

APRIL 18, 2012

Act-On Software added dynamic content , progressive profiling, new survey components, search engine optimization meta-tags and source tracking, and performance reports. These are mostly catch-up features but the search engine optimization piece again shows the industry’s movement in that direction.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

NOVEMBER 4, 2014

Execution systems on the list include Salesforce.com, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. All told, the company has prebuilt connectors with more than 80 software-as-a-service products. But perhaps I’m getting ahead of myself.

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Marketing Management 120

Customer Experience Matrix

AUGUST 25, 2016

Differentiators include: channels supported (display advertising, social advertising, CRM, marketing automation, email, direct mail, telemarketing, text, mobile apps, content syndication, etc.)

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Account Based Marketing 120

Customer Experience Matrix

FEBRUARY 21, 2013

Users can pick the level they prefer and have the system generate an optimal media plan. Once the parameters are set, the system generates a graph showing the best possible results for each spending level. This can be exported to Excel for manual refinement.

Buy 120

Buy Allocation Media Ad Exchange 120

Customer Experience Matrix

NOVEMBER 14, 2016

This will be very valuable for marketers unfamiliar with the new search optimization methods. One feature that did strike me as innovative was closer to HubSpot’s roots in search marketing: a new “content strategy” tool reflecting the shift from keywords to topics as the basis of search results. HubSpot does seem to be working on that.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

DECEMBER 6, 2013

This enables standard reports, including the campaign calendar itself, to show the incremental value provided by each campaign – the critical information needed for long-term optimization. campaign management software customer data platform customer management systems marketing automation marketing optimization optimove'

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Optimization 120

Customer Experience Matrix

NOVEMBER 6, 2017

Of course, without true incremental value, neither system can claim to develop an optimal spending allocation. (Note that neither TrenDemon nor Adinton’s summary metric is presented as estimating incremental value.)

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

MARCH 12, 2017

Bottom line: I’ll leave “marketer-controlled” in place for now but suspect its days are numbered. _ *CEH is a Gartner term , which they define as “ an architectural framework that ties multiple systems together to optimally engage the customer.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

MARCH 29, 2010

Summary: thinkAnalytics provides a robust decision engine to help make optimal recommendations across channels. However, the system doesn’t provide sophisticated optimization tools, so it’s still up to marketers to manually discover the most effective rule sets. Too bad more people don't use it.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120