Customer Experience Matrix

MARCH 9, 2015

Similarly, if companies are bidding to deliver messages everywhere a customer appears, they won’t own the touchpoints. This is connected to the external data store on one end and the touchpoint systems on the other. So the only piece the company can expect to own is the analytical layer – the bidding and content engines.

Marketing Automation Services 120

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

Customer Experience Matrix

JANUARY 31, 2013

This includes what the company calls “multistage” attribution, which looks at intermediate touchpoints between an advertisement and the final purchase, and “customer cascade analysis”, which measures the long-term impact of advertisements on brand equity.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

OCTOBER 1, 2014

It''s still far from a complete marketing automation system: there are no multi-step workflows, event triggers, recurring campaigns, behavior tracking, CRM synchronization, touchpoint integration, or transaction database.

Cost Per Thousand 120

Cost Per Thousand Marketing Automation Services Campaigns Ad Frequency 120

Customer Experience Matrix

JANUARY 6, 2014

I’d argue that recommendations should be part of the central platform, so they can be used to coordinate treatments across all touchpoints. It’s actually a somewhat deeper question of where the recommendation functions belong in a CDP-based architecture.

Classified Ads 120

Classified Ads Content Marketing Management Paid Search Agency 120

Customer Experience Matrix

DECEMBER 18, 2012

Delivery systems manage touchpoints such as Web sites, email, and social media publishing. These would include not just “inbound marketing” through social media and search engine optimization, but also purchasing media such as online and offline advertising. Campaign management is the rules and models to select names for promotions.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

JUNE 29, 2011

The IMH, as we cognoscenti call it, combines ExactTarget's email, mobile, Web pages, Web visitor tracking, and social media with external touchpoints as well as Salesforce.com and Microsoft CRM. The IMH sports a slick user interface with a very nice dashboard showing real-time updates of summary statistics for each channel.

Eloqua 120

Eloqua Marketing Management Marketing Automation Services Lead Ranking 120

Customer Experience Matrix

FEBRUARY 22, 2011

They all seem to have adopted the grand vision of integrated marketing automation as a centrally-managed, analytically-driven process to coordinate customer contacts across all touchpoints. This requires integrating the marketing system with sales, customer service and Web systems.

Resource Management 120

Resource Management Enterprise Management Marketing Automation Services Marketing Management 120

Customer Experience Matrix

SEPTEMBER 26, 2013

As customers interact across more channels, marketers need to not just meet them in every new location but recognize them and carry on a continuous conversation from one touchpoint to the next. The problem isn’t new but it is getting worse.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

APRIL 15, 2014

It’s true that customers today expect every company to track their interactions and respond intelligently across all touchpoints.† Second, even the same business strategy could result in different technology approaches. Business strategies still differ.

Marketing Strategy 120

Marketing Strategy Marketing & Strategy Planning Business 120

Customer Experience Matrix

APRIL 25, 2013

Pricing is based on the number of data sources and touchpoints, with additional charges based on data storage. In February, Causata introduced prebuilt applications for cross-sell, acquisition, and return programs in financial services, communications, and digital media. These will further speed deployment.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Class 120

Customer Experience Matrix

FEBRUARY 4, 2010

My main point is consolidation is generally not possible because most digital touchpoints do not collect identifiable, addressable information. But I’m not inclined to quibble: there’s no doubt in my mind that digital marketers are perfectly willing, even eager, to consolidate data across channels when it’s possible.

Online Marketing 120

Online Marketing Customer Surveys Advertising Channels Lead Scoring 120

Customer Experience Matrix

APRIL 12, 2007

. - more extensive business intelligence capabilities built into enterprise software systems like SAP - rule- and model-driven interaction management components built into customer touchpoint systems - more advanced testing functions built into operational processes (okay, we haven’t seen that one yet, but I did write about it yesterday ).

Distribution 120

Distribution Analytics Enterprise Management Lead Ranking 120

Customer Experience Matrix

JANUARY 2, 2007

It presents a pretty good picture of this, specifying three main components: - channel adapters that sense and respond to customer activities (which Tibco calls “events”) in touchpoint systems - a recommendation engine that combines business rules, offer history and a decision engine to generate reactions - a virtual data source that integrates customer (..)

Enterprise Management 120

Enterprise Management Marketing Management Paper Touchpoints 120

Customer Experience Matrix

JANUARY 18, 2007

These are essentially that banks need to understand which experiences will have lasting impacts and should transform their operations to deliver them consistently.

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

NOVEMBER 15, 2007

Flows are then made available to customer touchpoint systems as Web services using J2EE. Real-Time Decision Manager lets users define the flow of a decision process, applying reusable nodes that can contain both decision rules and predictive models. They are then registered with RDM to become available for use as process nodes.

Resource Management 120

Resource Management Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

NOVEMBER 20, 2012

IO connects with touchpoints and other data sources through Foundation, which can accept via Web service calls or SQL queries. The content may be an actual message or a pointer interpreted by the touchpoint. After the recommendation is selected, it is sent back to the touchpoint for delivery.

Interactive Marketing 120

Interactive Marketing Marketing Management Marketing Automation Services Campaigns 120

Customer Experience Matrix

MAY 26, 2011

This is especially true in customer management, where new touchpoints – Web, mobile, social, etc. What this means in practical terms is that companies wishing to coordinate customer treatments across channels need to knit together their separate touchpoints. appear at a dizzying pace.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

MARCH 29, 2010

This approach uses an “Intelligent Enterprise Server” to connect company touchpoints and data sources to thinkAnalytics’ data mining, recommendations and business rules engines. That is, thinkAnalytics sits outside of the individual touchpoint systems, allowing it to deliver consistent recommendations across all channels.

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Automation Services Marketing Management 120

Customer Experience Matrix

MARCH 18, 2010

It has been deployed primarily in call centers, although it is designed to work across multiple touchpoints. To accomplish this, the system must accept inputs from each touchpoint about a current interaction, apply rules to select an offer, and feed the selection back to the touchpoint.

Work Management 120

Work Management Marketing Management Marketing Automation Services Buy 120

Customer Experience Matrix

NOVEMBER 15, 2009

I agree with one reservation: I doubt large companies will use a single system to manage all customer touchpoints. Certainly this is the fond hope of the marketing automation vendors, but I don’t believe that large companies will use the same system for all touchpoints. This will happen in both batch and real time. I don’t think so.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JUNE 25, 2015

This was realistic when interactions were limited to a few company-controlled touchpoints. It connects with every touchpoint (including exchanges that deliver external opportunities up for bidding), receives information about each interaction, and returns an optimal message along with the value to bid for the right to deliver it.

Work Management 120

Work Management Marketing Management Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

OCTOBER 8, 2014

All that cross-channel coordination means marketers have more ways to present the right message to each individual, which turn means each message much be available in the format of each touchpoint. But there are plenty of other touchpoints that responsive design doesn’t reach, including display ads, call centers, and social media.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Planning 120

Customer Experience Matrix

NOVEMBER 15, 2012

This includes the touchpoints (customer-facing execution systems), such as Web sites and call centers, and other systems with relevant data, such as order processing and marketing databases. Connections to touchpoints are typically through Web Services calls; connections to other sources are usually made through API calls and SQL queries.

Marketing Management 120

Marketing Management Marketing Automation Services Multi-Channel Touchpoints 120

Customer Experience Matrix

MARCH 29, 2016

Fees are based on the size of the company marketing budget for the planning module, on the number of records, dashboards, and data sources for the the measurement module, and on the number of touchpoints for the optimization module.

Work Management 120

Work Management Marketing Management Multi-Touch Attribution Optimization 120

Customer Experience Matrix

JUNE 9, 2011

I won’t repeat that here, except to summarize that these systems use data from multiple source systems to feed centrally-managed, real-time decisions to multiple touchpoints. Last month’s post on Oracle Real Time Decisions offered a brief overview of real-time interaction management products.

Work Management 120

Work Management Marketing Management Cost Software 120