Customer Experience Matrix

OCTOBER 10, 2012

I’ve now done more detailed research into the SetLogik B2B data management system I mentioned in my Dreamforce post. Professional Edition, starting at $1,000 per month, adds segmentation, list building, attribution, and other reporting. If anything, I’m even more impressed.

Enterprise Management 120

Enterprise Management Work Management Lead Ranking Marketing Management 120

Customer Experience Matrix

AUGUST 29, 2013

Most clients have multiple profiles for different products or customer segments. Rather, it conducts a fresh scan as each client requests research into its target audience. I haven’t seen that particular feature in competitive systems but it’s not something I’ve specifically researched.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

APRIL 12, 2011

Research Your Options Raab Associates’ B2B Marketing Automation Vendor Selection Tool (VEST) provides a good starting point for matching possible vendors to your requirements. In particular, match the scale and sophistication of your marketing operations to the different buyer segments used in the report.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

MARCH 23, 2011

In fact, the company’s research has found that nearly half its clients do almost no email, using the system instead primarily for sales automation and service. The exceptions are small marketing agencies and business coaches, who form a major segment of successful micro-business marketing automation users.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Customer Experience Matrix

FEBRUARY 27, 2007

The testing systems I’ve looked at closely ( Optimost , Offermatica , Memetrics ) rely on users to define customer segments and assign the contents shown to each segment. It’s just a matter of specifying the default contents to serve each segment. They usually assign multiple content items to test their performance.

Pricing 120

Pricing Price Segmentation Display 120

Customer Experience Matrix

APRIL 2, 2015

brandAnalyzer by Global Science Research : uses a large, projectable consumer survey and social media traffic to build detailed psychological profiles of brand customers. Just to be clear, it’s finding the best version for an entire audience or segment, not creating different versions for each individual.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 16, 2010

The primary goal was to speed and simplify user navigation, which its research found was the root cause of 70% of user problems. Previous versions of Eloqua were very powerful but notoriously difficult to learn and use. The company took this criticism to heart and began work more than two years ago on a new approach.

Eloqua 120

Eloqua Allocation Enterprise Management Lead Scoring 120

Customer Experience Matrix

SEPTEMBER 9, 2009

Of all that research I mentioned last week , two pairs of facts stood out. This is about direct contact with segmented groups of customers. The audience in database marketing is still passive, but it's targeted at segments that marketers have some reason to believe are interested. Today it is represented primarily by television.

Social Media 120

Social Media Narrowcasting Media Database Marketing 120

Customer Experience Matrix

APRIL 20, 2007

The company’s Marketing Solutions group offers database building, targeting and message delivery for direct mail and electronic channels, as well as syndicated consumer research. This allows it to report on behavior of different consumer segments.

Buy 120

Buy Aggregators Internet Marketing Traffic 120

Customer Experience Matrix

NOVEMBER 16, 2011

Remember all that yammering about how today’s buyers do their own research, don’t talk to sales until late in the process, and get their information from social media rather than experts? This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

JULY 10, 2013

This includes detailed research into keyword rankings for the client and competitors, analysis of Web pages for features that improve search ranks, an inbound link manager, and a Twitter client to publish posts and embed trackable URLs that measure campaign results. The system can also create Facebook landing pages and track visitors to them.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

JUNE 25, 2008

When I was researching last week’s piece on Market2Lead , one of the points that vendor stressed was their ability to create a full-scale marketing database with information from external sources to analyze campaign results. I’ll be researching this in more detail in the near future, so I’ll get to the bottom of it fairly soon.

Work Management 120

Work Management Marketing Management Demand Generation Marketing Automation Services 120

Customer Experience Matrix

AUGUST 28, 2008

Research on the new Guide is proceeding nicely (thanks for asking), and should be wrapped up by the end of next week. Key functions include list segmentation, landing pages, response tracking, and response handling. This means I have to nail down how I’ll present the results. Please let me know if you would suggest any changes.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

APRIL 13, 2011

Yesterday' post described the first three steps in Raab Associates' vendor selection process: defining requirements, researching options, and testing vendors against scenarios. This post lists the four steps needed to complete the task. As before, there's a worksheet for each step that can be a model for your own, more detailed version.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 3, 2013

Based on that limited research, I came away impressed with the sophistication of the features as well as their scope. CRM goes beyond the basics (contact attributes, activity history, calendar reminders) to track opportunities and sales quotes, allow searchable tags for segmentation, and store files associated with a contact.

Small Business Marketing 120

Small Business Marketing Marketing Automation Services Communities Lead Ranking 120

Customer Experience Matrix

MARCH 26, 2007

I won’t mention names because I haven’t spent enough time researching the topic to understand which ones are truly important. Any list would include customer profiles, segmentation, testing, response analysis, propensity modeling, and lifetime value estimates (yes that last one is special pleading; sorry, I’m obsessed).

Work Management 120

Work Management Marketing Management Mobile Marketing Software 120

Customer Experience Matrix

MAY 24, 2009

I'm treating the four hour delay that followed as field research into customer relationship management, which ranged from great (the family-run auto shop that towed my car and took me in) to poor (the Enterprise car rental office that kept me waiting nearly two hours before admitting they didn’t have a vehicle available). conference.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

JANUARY 8, 2007

My exploration of the relationship between brand marketing and customer experience management somehow landed me at the Web page of BrandAmplitude LLC , a consultancy specializing in brand strategy and research.

Brand Identity 120

Brand Identity Branding Lead Ranking Paper 120

Customer Experience Matrix

FEBRUARY 9, 2007

customer service calls for each item sold) - inventory of existing customers (purchase history, segment membership, etc.—whatever Considerable research may be needed to accurately understand the relationships that drive model results. In other words, the added research needed for the LTV model is worth the effort.

Optimization 120

Optimization Contingency Planning Customer Satisfaction Forecasting 120

Customer Experience Matrix

JANUARY 24, 2018

Now that the list is set, the next step is to research which features are actually present in which vendors and publish the results. This is also implied by the first item but is a critical difference from systems that only store and access segment tags on customer records.) Segmentation. Vendor-neutral access.

Work Management 166

Work Management Marketing Management Vendors Ideal Customer Profiles 166

Customer Experience Matrix

DECEMBER 8, 2010

Based on my own knowledge and a little background research, I built a list of candidate systems. I defined a typical analysis for the client: a bar chart comparing index values for four variables across seven customer segments. The simplest bar chart showed all segment values for one variable. How fun is that?) Identify Options.

Case Study 120

Case Study Case Studies Software Studies 120

Customer Experience Matrix

MAY 27, 2016

Here are some possibilities: an extract of Mona’s hands targeted at a segment of “just got engaged”. an extract of Mona’s breast targeted at a segment of “pornographers”. Perhaps the viewer is even inspired to do a little research into why Mona is different. That’s more than enough irony to meet your minimum daily requirement.

Personalization 189

Personalization Paid Search Agency Segmentation Marketing 189

Customer Experience Matrix

SEPTEMBER 13, 2023

Even when channels share centralized decision systems, those are often specialized services that deal with one problem, whether it’s product recommendations or churn predictions or audience segmentation. CDP and AI promise to end the chaos by consolidating all those systems into one customer data source and one decision engine.

Work Management 149

Work Management Marketing Management Ideal Customer Profiles Paid Search Agency 149

Customer Experience Matrix

MAY 7, 2015

But the closest I could find were a couple of products that build profiles of groups the marketer defines in advance, such as brandAnalyzer by brandAnalyzer from Global Science Research and Empirical Insights from SG360. Model scores and recommendation engines often replace complex segmentation rules even though some other rules remain.

Marketing AI 120

Marketing AI Paid Content Work Management Lead Ranking 120

Customer Experience Matrix

DECEMBER 22, 2015

So marketers must either accept that they’ll miss some connections, do laborious manual research to make the right matches, or rely on specialized software to do the work. Marketers can analyze results by marketing program, time period, customer segment, or other variables. But this doesn’t always happen for many reasons.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel B2B Marketing Allocation 120

Customer Experience Matrix

FEBRUARY 23, 2011

I can’t say for sure because there are several companies in the field that I’ve never researched. That’s an impressive list, even after recognizing that key marketing automation features are not yet available, including multi-step campaigns, advanced segmentation, Web behavior tracking, behavior-based lead scoring, and ROI calculations.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

Customer Experience Matrix

DECEMBER 21, 2011

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites.

Marketing Automation Services 120

Marketing Automation Services Digital Asset Management Work Management Marketing Management 120

Customer Experience Matrix

OCTOBER 31, 2007

The Greenplum Web site offers links to useful Gartner and Ventana Research papers if you want to look at the database appliance market in more detail.) Campaigns are created by attaching communication plans to segment plans, which are constructed from individual segments. But I digress.

Enterprise Management 120

Enterprise Management Work Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 23, 2009

I could ask the vendors to let me survey their client base or selected segments within that base. Plus it’s no small bonus that I’ve gathered most of the information already as part of my other vendor research. As best I can figure, those constraints leave me with three primary options: 1. Controlled user surveys.

Work Management 120

Work Management Marketing Management Marketing Automation Services Software 120

Customer Experience Matrix

OCTOBER 5, 2007

Lest my research go to waste, I’ll write about Analytica here. Objects can also contain arrays to handle different conditions: for example, a customer object might use arrays to define treatments for different customer segments. Object attributes include inputs, outputs and formulas describing how the outputs are calculated.

High Quality Lead 120

High Quality Lead Cost Software Statistics 120

Customer Experience Matrix

NOVEMBER 28, 2006

So there’s really no way to avoid researching each factor in detail before making a choice. Each factor is important, which in practical terms means it can get you fired (if it prevents you from using a system you’ve purchased). And yet…there are so many factors.

Multi-Channel 120

Multi-Channel Product Vendors Ideal Customer Profiles 120

Customer Experience Matrix

MARCH 2, 2009

A simple campaign would do this for a single product, offer, customer segment and region, while a complex campaign could involve several of each. One final caveat on the scores: they're based on my best information about the vendors, but it's possible something has changed or I missed something in my research.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120