Customer Experience Matrix

MAY 2, 2021

Any serious discussion quickly concludes that there’s no one right answer and real question is when to do one or the other. This work is the same whether you’re building or buying. Outputs/Same: again, the work to define output requirements will be pretty much the same whether a system is built or bought.

Work Management 292

Work Management Marketing Management Buy Ad Building 292

Customer Experience Matrix

OCTOBER 22, 2017

In fact, free trials are problematic precisely because so little work goes into setting them up. But many set up a free trial and then don't use it, or use it briefly without putting in the effort to learn how the system works. Nor will working with sample data resolve questions about scalability, speed, and change management.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

MARCH 4, 2018

Answers to questions about leading digital transformation, being driven by customer expectations, and working closely with business units all found that U.S. I should also point out that I’ve highlighted questions where the U.S. A Salesforce survey of IT professionals supports this view. answers than France and Germany.

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

JANUARY 5, 2016

This begged for a deeper look at the review sites to understand how they differ which, if any, could replace the work of professional reviewers (like me) and software guides (like my VEST report). The first question was which sites draw a big enough crowd to be useful. Of course, reviewers don’t necessarily answer all these questions.

Marketing Automation Services 120

Marketing Automation Services Software Lead Ranking Paid Search Agency 120

Customer Experience Matrix

MAY 22, 2018

The obvious question is whether Adobe will try to use Magento as an entry point to sell Experience Cloud products to smaller firms, or use Experience Cloud as an entry point for selling Magento to big enterprises. So it would be hard to make the numbers work. That does seem like a large work force to get for more-or-less free.

Enterprise Management 120

Enterprise Management Work Management Marketing Management eCommerce 120

Customer Experience Matrix

SEPTEMBER 8, 2017

The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. Offline retailers have to work harder to get customer names and tie them to transactions, using indirect tools such as credit cards and loyalty programs.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

FEBRUARY 19, 2018

If you’ve been following my slow progress towards a set of screening questions for Customer Data Platforms , you may recall that “incremental attribution” was on the list. But there was an impressive variety of alternative answers to the question. John Wanamaker, patron saint of marketing measurement. Those are worth a look.

Allocation 120

Allocation Paid Search Agency Analysis Comparison 120

Customer Experience Matrix

JULY 25, 2020

This is more work than use case demonstrations but gives much more complete information. Today, buyers can often set up a test system with a just a few mouse clicks (although it may take several days of preparation before those clicks will work). Proof of concept engagements used to be fairly rare.

Work Management 194

Work Management Marketing Management Sample Vendors 194

Customer Experience Matrix

MAY 8, 2018

What GDPR does seem to doing is create a shake-out in the data supply chain as big companies reduce their risks by limiting the number of partners they’ll work with. But the real point is that asking people to consent to even a dozen data sharing options is probably not going to work.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

JULY 27, 2018

Let’s start with the “Contrarian’s View”, written by Lisa Loftis, a customer data industry veteran who current works for SAS. Regarding the second, she states its best for marketing and IT departments to work together given the complex technical challenges of marketing systems in general and customer data matching in particular.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

FEBRUARY 24, 2016

But BlueConic was also working on little side project: an online self-assessment tool based on the maturity model. This asks users about a dozen questions about their marketing methods, business processes, and organizational resources. The goal is to make it easier for marketers to create useful programs with the system.

Tools 0

Tools Paid Search Agency Ideal Customer Profiles Template 0

Customer Experience Matrix

DECEMBER 1, 2017

Consistent with this thought: the FCC plan to end Net Neutrality will give much more power to cable companies, which as highly regulated utilities have a long history of working closely with government authorities. Of course, that's only positive if the agents actually work in consumers’ interest. retailers focus on convenience.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

MAY 11, 2019

The traffic report mentioned an accident nowhere near his route to work. How’s that working out for you?” Yes, I can see how that works out,” said Jamie. Well, I’m here, so I might as well find out how things work. How does that work? Excellent question,” smiled Tim, warming to his subject. “So

Privacy 195

Privacy Paid Search Agency Privacy Protection Tagging 195

Customer Experience Matrix

NOVEMBER 3, 2018

This variety of CDPs also addresses another question that some find perplexing: why one company might purchase more than one CDP. We could easily add another CDP category to cover them – “Marketing Suite CDP” would work just fine. As you’d expect, different CDPs are better at some things than others. Many don’t, some do.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

NOVEMBER 14, 2016

Using free versions to grow marketing automation has consistently failed in the past, probably because people attracted by a free system aren't willing to do the substantial work needed for marketing automation success. HubSpot does seem to be working on that. Still, what you really want is a system that helps you create that content.

Marketing Automation Services 0

Marketing Automation Services Hubspot Conference Marketing Automation 0

Customer Experience Matrix

DECEMBER 6, 2011

So the trick to evaluating them is to ask lots of questions in advance to understand whether they’ll meet your needs. These let you listen to the replies and ask follow-up questions to drill into topics of interest. Both are available free at the Raab Guide Web site.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Customer Experience Matrix

NOVEMBER 18, 2018

The ANA’s grasp of causation may be no stronger than its sense of morality, but there’s no question it's in tune with the marketing herd. The best of those workers have many employment options and want to work at firms that agree with their values. Issue-based marketing is hot.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

NOVEMBER 16, 2014

Rego has shown me a couple of approaches over the past few years, none of which quite worked out. Hushly also lets members send questions to vendors and receive answers through the system, still without revealing their identity. But when we saw each other at Dreamforce last month, it seemed he had settled on a keeper.

Marketing Automation Services 120

Marketing Automation Services Market2Lead Salesforce.com Privacy 120

Customer Experience Matrix

MARCH 29, 2017

But my recent pondering of the relationship of marketing and IT departments had me rethinking the question. But just as I was working myself up for some back-of-the-envelope calculations, the good people at International Data Corporation (IDC) announced a report with authoritative figures on the topic.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Customer Experience Matrix

SEPTEMBER 16, 2010

Summary: I've posted a list of nearly 200 RFP questions that I hope many people will adopt to their own needs. In my on-going humble efforts to serve the industry, I’ve posted nearly 200 detailed questions that could serve as the backbone for many RFPs. The best I could do was to make the questions as specific as possible.

RFP 120

RFP Marketing Automation Services Marketing Automation Automation 120

Customer Experience Matrix

MARCH 16, 2016

It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows , be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. Conversion IQ follows a similar process except that Mariana works from a set of known contacts uploaded by the client.

Ad Building 120

Ad Building Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

OCTOBER 22, 2013

Last week’s post on marketing automation and its discontents prompted several questions about whether the level of dissatisfaction is any higher with marketing automation than other systems. But I do have some data to share on the question of relative dissatisfaction.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Lead Scoring 120

Customer Experience Matrix

MARCH 30, 2012

Many surveys ask similar questions, which gave me some choices during my preparation. I’ve chosen one of the most popular questions: what are the barriers to marketing technology adoption? Multiple answers for the same survey indicate I placed several questions into the same category.) Today I’ll do that. Results are below.

Barriers 120

Barriers Customer Surveys Budget Programs Process 120

Customer Experience Matrix

DECEMBER 16, 2018

While industry history is interesting, the question everyone really cares about is, What happens next? So the best bet is that the CDP market will follow the same pattern as other markets, with best-of-breed products slowly replaced by integrated solutions, starting in the mid-market and working up into larger enterprises.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

SEPTEMBER 27, 2012

But it didn’t answer the more interesting question of what it would take for a new vendor to really bypass the current leaders. That particular question came up repeatedly during Dreamforce last week. The answer may not matter to marketers who don’t themselves work for a marketing automation vendor.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Adwords 120

Customer Experience Matrix

APRIL 2, 2015

What stood out was that the smoothest deployment happened when the creative and technical work was done by two independent agencies. The real question is whether SaaS technologies will reduce integration costs or make them volume-related. But that leaves a lot of questions unanswered.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

APRIL 27, 2017

Vendors have addressed this either by reducing the required effort through easier-to-use interfaces, content templates, and prebuilt campaigns, or by providing services that do the work on business owners’ behalf. When customization is unavoidable, Propel will let campaign designers build wizards that ask users key questions.

Marketing Automation Services 0

Marketing Automation Services Marketing AI Work Management Marketing Management 0

Customer Experience Matrix

JULY 7, 2015

One result is an apparent assumption that future technology will work much better than today’s technology – not because anyone really thinks that future technology will be perfect, but because we can’t see where its imperfections will appear. Cross-device matching is the current focus of this discussion but covers just part of the problem.

Paid Search Agency 120

Paid Search Agency Planning Ideal Customer Profiles Ad Exchange 120

Customer Experience Matrix

JULY 10, 2012

Indeed, there has been a fair amount of research questioning the validity of AIDA and similar “hierarchy of effects” models. I’d also add – without a shred of empirical proof, thanks for asking – that B2B decision processes flit among stages in no particular sequence, depending on who asks what questions at any given moment.

Top of Funnel 120

Top of Funnel Marketing Funnels AIDA Lead Ranking 120

Customer Experience Matrix

NOVEMBER 28, 2015

In any case, the real questions are what Model Factory does and how. The good news is that set-up is done only when you’re defining the modeling process or adding new sources, so the manual work isn't repeated each time a model is built or records are scored. The "how" is more complicated.

Analytics 120

Analytics API Work Management Salesforce.com 120

Customer Experience Matrix

AUGUST 6, 2014

I''ll spare you my rant on why crowd sourced recommendations are a bad idea (hint: when you''re sick, do you go to a doctor or ask a bunch of random strangers which treatments worked for them?) and ask specific enough questions to get meaningful answers.

Marketing Automation Services 120

Marketing Automation Services Software Product Paid Search Agency 120

Customer Experience Matrix

FEBRUARY 10, 2017

But it goes further by using artificial intelligence to identify records with questionably accurate information. There’s probably some AI at work in that analysis. Nearly every vendor who does this applies some form of natural language processing to extract information from unstructured sources. Lead Genius does this too.

Marketing AI 120

Marketing AI Account Based Marketing Lead Scoring Lead Ranking 120

Customer Experience Matrix

JANUARY 31, 2013

But MMA works with aggregate data such as total spend and impressions, with a major emphasis on mass media like television. Those other vendors work primarily with data about individual buyers, which comes largely from digital and direct media.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

JANUARY 7, 2012

I was principal author for much of the document and drafted the survey questions, although I didn’t write the individual vendor profiles or administer the survey. But I have my own data on those, so I’m more interested in the answers to the general survey questions. Marketing automation is just a tool.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Work Management 120

Customer Experience Matrix

JUNE 2, 2016

There can be separate maps for individuals, companies, products, customers, partners, or whatever other entities the user wants to work with. Whether they waited patiently is a question I didn’t ask.) The system can also map on combinations of fields and do fuzzy matching on inconsistent data.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Rules 120

Customer Experience Matrix

JULY 17, 2015

But the two vendors in question ( Evergage and Jetlore ) and another I spoke with earlier ( Sailthru ) were downright religious about the superiority of their approach (individual-level selections in every case). Segment-based systems work best when only a few choices are available.

Work Management 120

Work Management Segmentation Analytics Automation 120

Customer Experience Matrix

FEBRUARY 5, 2015

But despite the slow growth, there’s no question that serious integration between Web display ads and marketing automation programs will become much more widely available. But I’ll certainly add it to the list of VEST questions so I can track it more closely in the future. What I won''t do is predict how quickly that will happen.

Marketing Automation Services 120

Marketing Automation Services Demand Generation Agencies Marketing Report Marketing Automation 120