Customer Experience Matrix

NOVEMBER 3, 2018

The core technology challenge facing today’s marketers can be viewed as connecting these silos by adding the customer database, analytics, and personalization components that sit in between. Both of those vendors have recently introduced solutions (CX Unity and Customer 360) that are positioned as providing a unified customer view.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

OCTOBER 29, 2023

In this view, the core function of the CDP is to convert general purpose profiles into the specific formats needed by analytical, orchestration, and delivery systems (which we can call “activation systems” if you’ll trade some jargon for simplicity).

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

Customer Experience Matrix

DECEMBER 16, 2018

My previous view was retail and publishing were early adopters because they had such poor systems in place before CDPs, making the incremental benefit higher than in banking and travel, here customer data was already fairly well organized. On the other hand, viewing CDP utility as a function of buying cycle does make sense.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

DECEMBER 1, 2017

To take a more positive view: voice interfaces will force innovation in how marketers sell and put a premium on agent-based services that make more decisions for consumers. The vast profusion of specialized martech systems seemed to support this view. With voice, they have no screen at all. So things will continue to move slowly. -

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

FEBRUARY 2, 2016

Users can access this data through dashboards, charts, and views. Views can show results for user-defined segments. These can be exported to PDF or slides or viewed directly within Claritix. The matching happens at both the contact and account level. The specific measures depend on the data type.

Analysis 120

Analysis Marketing Analytics Tools Marketing Automation Services Salesforce.com 120

Customer Experience Matrix

AUGUST 27, 2020

The main interactions are to gather consent when the data is collected and to respond to subsequent “data subject access requests” (DSARs) to view, update, export, or delete their data. These are interactions between the system and the people whose data it holds (“data subjects”).

Privacy 180

Privacy Enterprise Management Work Management Marketing Management 180

Customer Experience Matrix

MAY 17, 2016

Or at least that’s my take – I suspect some of the other speakers will take a more radical view. The most fundamental is an account-based view of your customer and prospect data: while traditional marketing automation systems are organized around individual leads, ABM demands organization around accounts.

Account Based Marketing 149

Account Based Marketing Conference ABM Funnel Advertising 149

Customer Experience Matrix

JUNE 13, 2016

You can view the broadcast here. I had the pleasure last week of appearing as the first guest on Scott Brinker's chiefmartechTV , an internet broadcast that will features interviews on marketing technology topics. The official topic was accelerating waves of marketing technology , although we did manage to sneak in Personalized Mona Lisa.

Broadcasting 120

Broadcasting Marketing Management Internet Marketing Marketing 120

Customer Experience Matrix

JULY 27, 2018

Sure enough, we’ve recently started to see headlines like “ Customer Data Platforms: A Contrarian’s View ”, “ Why Your Customer Data Platform Is a Failure ” and “ CDPs: Yet Another Acronym That Lets Marketers Down ”. Let’s start with the “Contrarian’s View”, written by Lisa Loftis, a customer data industry veteran who current works for SAS.

Enterprise Management 149

Enterprise Management Work Management Marketing Management Vendors 149

Customer Experience Matrix

MAY 29, 2018

So far, Chitra, Amit, Anand and I have had different views on the items we’ve discussed, creating a richer perspective than you’d get from any one of us alone. I even offer my own thoughts in the CDP Institute Daily Newsletter. But reporting the news is different from talking about it.

Newsletter 120

Newsletter Lead Ranking Lead Scoring Leads 120

Customer Experience Matrix

JUNE 7, 2017

In Pega’s view, this distinguishes their approach from firms that deploy scores of disconnected bots to do individual tasks. The key point was that Pega integrates its bots with all of a company’s systems, hiding much of the complexity in assembling and using information from both customers and workers.

Marketing AI 120

Marketing AI Marketing Management Conference Press 120

Customer Experience Matrix

SEPTEMBER 6, 2020

You can also view a discussion of this on Scott Brinker's Chief Martech Show. We released a new member survey last week at the CDP Institute. You can (and should) download the full report , so I won’t go through all the details. But here are three major findings.

Customer Surveys 263

Customer Surveys Customer Satisfaction Privacy Paid Search Agency 263

Customer Experience Matrix

JUNE 11, 2015

Users can view, download, bookmark or email the selected content or do a live pitch to a prospect. It can also track when a piece of emailed content is opened by the prospect, how long they kept it open, and which pages they viewed. The system automatically adds pitches and emails to the prospect history in Salesforce.

Top of Funnel 120

Top of Funnel Salesforce.com Advertising Funnels Advertising Agencies 120

Customer Experience Matrix

JULY 7, 2015

Like the famous New Yorker magazine cover that showed a detailed knowledge of Manhattan and increasingly vague view of more distant regions, our picture of the immediate future is much more nuanced than what happens farther out. It’s a safe bet that perfect data won’t be available in two years or five years or probably ever.

Paid Search Agency 120

Paid Search Agency Planning Ideal Customer Profiles Ad Exchange 120

Customer Experience Matrix

MARCH 4, 2018

A Salesforce survey of IT professionals supports this view. But the slower cloud adoption may be a hint of the generally slower pace of change among European IT departments, which could itself reduce deployment of CDPs. IT workers are slightly but distinctly more business-oriented than their European counterparts.

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

MARCH 23, 2017

It provides open data access like a CDP, but doesn’t build a unified view of the data. First to come to mind was marketing automation platforms (MAPs), which also select messages (like a JOE) but don’t build a unified customer database or offer open data access. The diagram with MAPs included looks like this: The next is a Data Lake.

Marketing Automation Services 185

Marketing Automation Services Enterprise Management CRM Marketing Automation 185

Customer Experience Matrix

MAY 11, 2019

That makes things a little harder for advertisers, who can’t do control how often the same person sees the same ad or connect ad views to subsequent purchases. And we do let people view ads for payment, but there are strict rules against trading away personal data.” “Who Tim stopped short. Sometimes I repeat myself. asked Jamie. “In

Privacy 195

Privacy Paid Search Agency Privacy Protection Tagging 195

Customer Experience Matrix

JULY 10, 2013

Salespeople can view their contact list, drill down to individual profiles, aand drill further to see behavior details – even as far as each page viewed during a Web site visit. The system can send each salesperson a daily email of newly qualified leads, selected with shared rules or separate rules for each salesperson.

Demand Generation Agencies 120

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

Customer Experience Matrix

SEPTEMBER 8, 2017

This pushes them to look for a complete customer view that includes data from marketing automation, CRM, and additional systems like Web sites, social media, and content marketing. Marketers are taking more responsibility for the entire customer life cycle and work more closely with sales, account management, and customer success teams.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Customer Experience Matrix

MAY 8, 2018

The most experienced people I’ve spoken with in recent days have had a similar view, pointing to previous EU privacy regulations that turned out to be mostly toothless. But even though I respect those experienced opinions, I’m beginning to wonder GDPR might have a much greater than most of us think.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Customer Experience Matrix

NOVEMBER 18, 2018

So any position taken by a business must be viewed with skepticism. At best, expectations should be limited: no one expects a brand to support a policy that hurts its own business, and in fact we’re used to brands advocating policies that favor them. Advocating policies that protect those environments is a perfectly legitimate activity.

Paid Search Agency 192

Paid Search Agency Advertising Agencies Privacy Protection Work Management 192

Customer Experience Matrix

MARCH 13, 2014

Users can create emails and landing pages and preview how they would appear on different devices, although the system-generated contents don''t automatically reformat the outputs to fit the viewing platform (a.k.a., responsive design"). The system can deliver emails and support real time interactions across other channels.

Enterprise Management 120

Enterprise Management Marketing Automation Services Resource Management Marketing Management 120

Customer Experience Matrix

FEBRUARY 24, 2017

. __ Survey Details: Closing the Gap Between People’s Expectations and Retail Realities Retail Touchpoints for Magnetic Barriers to cross-channel experience: 55% not enough data for full profile 53% internal organizational silos 50% don’t know what types of messages resonate best 50% struggle to get right message to the right person 49% delivery systems (..)

Paid Search Agency 196

Paid Search Agency Advertising Agencies Marketing Management Budget Programs 196

Customer Experience Matrix

SEPTEMBER 30, 2016

These can also be done in Reltio itself, using built-in machine learning and data presentation tools to provide deep views into customers and accounts, including recommendations for products and messages. This is where the real fun begins, because that profile is now available for analysis and applications.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

Customer Experience Matrix

JANUARY 5, 2017

Fortunately, it only has to be done when a program is being set up, so it won’t cut too deeply into precious cat video viewing time. Defining those goals is also still a job for human marketers. Sarcasm aside, the real value of Optibot isn’t that it automates what marketers could otherwise do manually.

Automation 120

Automation Optimization Campaigns Segmentation 120

Customer Experience Matrix

SEPTEMBER 30, 2014

Ordinarily you would need to register to view these, but I spent the whole afternoon putting this together, so I want as many people as possible to see them. I''ve just gotten around to posting a bunch of new white papers in the Resources section of the Raab Guide Web site.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Paper 120

Customer Experience Matrix

JANUARY 31, 2013

But while traditional mix models look at direct correlations between advertising and sales, MMA’s current approach takes a more layered view. MMA also offers its clients a data access tool called MarketView, which lets them view and lightly analyze the data assembled as model inputs.

Marketing Mix 120

Marketing Mix Work Management Marketing Management Allocation 120

Customer Experience Matrix

NOVEMBER 6, 2017

An alternative view would be the algorithmic methods will never be reliable enough to be widely accepted. So perhaps systems like TrenDemon and Adinton offer a transitional stage for marketers (and marketing AI systems) that will eventually move to a more advanced approach.

Marketing AI 120

Marketing AI Click Fraud Paid Search Agency Allocation 120

Customer Experience Matrix

JUNE 17, 2016

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

MARCH 17, 2014

Answers about time spent on the search, number of systems considered, evaluation critieria, training, and staffing seem to consistent with this view. This wasn’t the most common answer but it still means that one-quarter of the users bought a system that didn’t meet their needs – that is, they bought the wrong system.

Marketing Automation 120

Marketing Automation Buy Automation Demand Generation 120

Customer Experience Matrix

MAY 26, 2010

The core concept is to “Think Like a Customer” (a favorite Hoffman catch phrase), meaning to understand each contact from the customer’s point of view. It shows how to extend the Matrix to the departmental and system view of each contact, giving companies a roadmap of the steps they must take to execute on Matrix concepts.

Work Management 120

Work Management Privacy Tagging Contacts 120

Customer Experience Matrix

JUNE 28, 2015

But from a game design point of view, it adds strategy considerations such as picking the required blocks sooner and blocking other opponents from completing their stack. . * Whether to have required blocks is a particular point of debate. It originally reflected the reality that certain types of systems are essential in a marketing stack.

Rules 120

Rules Conference Vendors Internet Marketing 120

Customer Experience Matrix

OCTOBER 22, 2017

The POC probably won’t include fine-tuning of data structures such as summary views and derived variables, even though these can greatly impact performance. Nor will working with sample data resolve questions about scalability, speed, and change management. Nor will it test advanced features related to data access by external systems.

Work Management 136

Work Management Marketing Management Marketing Automation Services Software 136

Customer Experience Matrix

SEPTEMBER 1, 2009

The system's main reports all relate to Web behavior: visitors, traffic source, search terms, and pages viewed. The Web visitor report is particularly impressive: it's almost a separate application, similar to the tools that other demand generation vendors use to give salespeople a view of Web activity.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

SEPTEMBER 7, 2016

And it only gets worse (from the martech vendor point of view). The scrappy rebels in martech departments hear the call of order-obsessed dark side and find it increasingly hard to resist. As marketing technologists discover just how many systems are already in place, they inevitably ask how they can make things simpler.

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Customer Experience Matrix

MAY 8, 2014

Without that disruption, buyers will view competitive products as commodities. The gist of the model is that marketers and sales people need to disrupt the normal purchase process by convincing buyers that they’re doing something wrong, it’s costing them money, and the seller’s product can fix it. Measure wisely.

Conference 120

Conference B2B B2B Sales Planning 120

Customer Experience Matrix

JUNE 2, 2016

So although they see themselves as enabling all kinds of business processes, I think it’s fair to view them largely in the context of customer management. Its self-description is “the first unified platform for orchestrating business operations”. But the company uses the language of journeys and customer data stores.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Rules 120