Customer Experience Matrix

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Vocus Purchased by Private Equity Firm GTCR: This Could Be Interesting

Customer Experience Matrix

But the main reason is probably that just 15% of Vocus'' 2013 revenue came from its marketing automation products. At that time, the marketing product was missing key marketing automation features including lead scoring, multi-step workflows, and integration with Salesforce.com. Vocus has been working hard to change its profile.

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Build vs Buy Your Customer Data Platform?

Customer Experience Matrix

If the data is well understood, a purchased CDP benefits as much as a built system – so long as IT staff who understand the data are available to the project. Data Collection/Buy Advantage: a purchased CDP will have prebuilt connectors for many source systems and often a standard API for creating new connectors.

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What Happens When Everyone Has a CDP?

Customer Experience Matrix

The exception that proves the rule is Salesforce’s purchase of Datorama, which it uses for marketing performance measurement, not as a CDP. Their decisions to build their own CDPs are a bit perplexing, given that most have made many other acquisitions to fill gaps in their product lines.

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How Lego Bocks Explain Why Bloomreach Bought Exponea

Customer Experience Matrix

Yesterday brought news that CDP Exponea had been purchased by ecommerce recommendation engine Bloomreach. Of course, the biggest CDP acquisition of all, Twilio’s purchase of Segment, doesn’t fit this mold. Segment was more of a pure-play or "data" CDP, limited to assembling and sharing customer profiles.

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More Thoughts On Measurements for Product Managers

Customer Experience Matrix

I’m still thinking about how to measure product performance a customer-based world. Where I ended up yesterday was pretty much that there’s no alternative to using lifetime value, which specifically means calculating the incremental impact of each product sale on a customer’s future value. One shouldn’t make too much of these issues.

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Acquia Buys AgilOne CDP

Customer Experience Matrix

The deal follows Acquia’s May 2019 purchase of open source marketing automation platform Mautic and September 2019 purchase of site building tool Cohesion. Acquia itself was purchased in September by Vista Equity Partners for $1 billion, which obviously supports their DXP strategy.

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Can LTV Really Replace Product-Based Metrics?

Customer Experience Matrix

I still believe LTV is the essential foundation but recognize that product-oriented measurement will not simply vanish once LTV appears. As long products are what people purchase, companies will need product managers to nurture them and will create product-level profit statements to judge their performance.

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