Customer Experience Matrix

Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of Dillusionment

Customer Experience Matrix

It’s nearly a year since Gartner placed Customer Data Platforms at the top of its “hype cycle” for digital marketing technologies. The hype cycle shouldn’t be taken too literally but it does capture the growing interest in CDPs and reminds us to expect this attention to attract critics.

State of Customer Data Platforms in Europe

Customer Experience Matrix

The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg.

Will GDPR Hurt Customer Data Platforms and the Marketers Who Use Them?

Customer Experience Matrix

Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data.

Facebook, Privacy, and the Future of Personalization

Customer Experience Matrix

Readers of this blog and the CDP Institute newsletter know that I’ve been fussing for years about privacy-related issues with Facebook , Google , and others. With the issue now attracting much broader public attention, I’ve backed off my own coverage.

How to to Double (Yes, We Mean Double) the Impact of Your Content Strategy

Does great content really make a difference? How does content quality relate to key business metrics, such as conversions, trust, and purchase? Our research report answers these questions and more as we conclusively prove the connection between content quality and business results.

Salesforce Buys Datorama Customer Data Platform: It's Complicated

Customer Experience Matrix

News that Salesforce had purchased Datorama crossed the wire just as I was starting on two weeks of travel, so I haven’t been able to comment until now. This was purchase was noteworthy as the first big CDP acquisition by a marketing cloud vendor. That the buyer was Salesforce was even more intriguing, given that they had purchased Mulesoft in March for $6.5

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The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices' Most Important Skill

Customer Experience Matrix

If one picture’s worth a thousand words, why is everyone rushing to replace graphical interfaces with voice-activated systems? The question has an answer, which we’ll get to below. But even though the phrasing is a bit silly, it truly is worth asking.

Is the Bloom off the Blockchain Tulip?

Customer Experience Matrix

Blockchain is the sort of cool technology that should excite me, but for some reason it does not.

Announcing the Talking Stack Podcast on Martech News

Customer Experience Matrix

Over the past several months, I’ve been conspiring with MarTech Advisor ’s Chitra Iyer and Amit Varshneya and industry expert Anand Thaker to produce a podcast devoted to martech news of the week.

Report: How Top Businesses Approach Content Creation

In this report, content professionals from brands like IBM, Oracle, Dropbox and Mastercard share how they approach content creation. Download and learn the strategies, tactics and tools they use to overcome today’s content challenges.

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. 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.

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Collapse of Civilization Makes Marketers' Jobs Harder

Customer Experience Matrix

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S.

Can Customer Data Platforms Have Decision Functions? Discuss.

Customer Experience Matrix

I’ve had at four conversations in the past twenty four hours with vendors who build a unified customer database and use it to guide customer treatments.

CrossEngage Orchestrates Customer Journeys Using Events

Customer Experience Matrix

It feels like forever since I first wrote about Journey Orchestration Engines (JOEs) , although it is just one year. Orchestration was already a hot term when I started, so I take neither credit nor blame for its continued popularity.

Building Trust Requires Innovation

Customer Experience Matrix

Trust has been chasing me like a hungry mosquito. It seems that everyone has suddenly decided that creating trust is the key to success, whether it’s in the context of data sharing, artificial intelligence, or customer retention.

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Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

I gave my presentation on Self-Driving Marketing Campaigns at the MarTech conference last week. Most of the content followed the arguments I made here a couple of weeks ago, about the challenges of coordinating multiple specialist AI systems.

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Self-Driving Marketing Campaigns: Possible But Not Easy

Customer Experience Matrix

A recent Forrester study found that most marketers expect artificial intelligence to take over the more routine parts of their jobs, allowing them to focus on creative and strategic work. That’s been my attitude as well.

Here's Why Airlines Treat Customers Poorly

Customer Experience Matrix

Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. As it happens, airline technology vendor Sabre published a survey of airline executives just before the event.

Adobe Adds Experience Cloud Profile: Why It's Good News for Customer Data Platforms

Customer Experience Matrix

"A CDP by any other name still stores unified customer data." Adobe on Tuesday announced the Experience Cloud Profile, which it described as a “complete, real-time view of customers” including data from outside of Adobe Cloud systems.

Watch Your Tone! The Ultimate Guide to Developing Your Company’s Tone of Voice

Watch Your Tone! takes you step-by-step through the process of developing your tone of voice. It's loaded with practical advice from some of the world's most noted tone of voice experts, and includes useful guides, examples, and worksheets.

Interpublic Group is Buying Acxiom Marketing Services for $2.3 Billion. Here's Why.

Customer Experience Matrix

Yesterday brought news that Acxiom had agreed to sell its marketing services business to Interpublic Group , a major ad holding company, for $2.3 billion. Acxiom will retain LiveRamp and do business under that name. Acxiom had restructured itself in March into the Market Services and LiveRamp groups and announced it was looking at strategic options, so the deal wasn’t especially surprising. But it’s still a milestone in the on-going evolution of the marketing industry.

Do Customer Data Platforms Need Identity Matching? The Answer May Surprise You.

Customer Experience Matrix

I spend a lot of time with vendors trying to decide whether they are, or should be, a Customer Data Platform. I also spend a lot of time with marketers trying to decide which CDPs might be right for them.

Eager to Sell Your Personal Data? You'll Have to Wait

Customer Experience Matrix

Should marketers pay consumers directly to access their personal data?

Why MarTech Fails: A Data Driven Answer

Customer Experience Matrix

I’ve sensed a certain weariness in recent discussions of marketing technology, as marketers realize their business problems remain even after massive investments in new systems.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

Flytxt Offers Broad and Deep Customer Management

Customer Experience Matrix

Some of the most impressive marketing systems I’ve seen have been developed for mobile phone marketing, especially for companies that sell prepaid phones. I don’t know why: probably some combination of intense competition, easy switching when customers have no subscription, location as a clear indicator of varying needs, immediately measurable financial impact, and lack of legacy constraints in a new industry.

Surprising Results in Customer Data Platform Survey

Customer Experience Matrix

The Customer Data Platform Institute (CDPI) recently surveyed its members about their customer-facing systems and CDP deployment plans. Click here to download the full report.)

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How Customer Data Platforms Help with Marketing Performance Measurement

Customer Experience Matrix

John Wanamaker, patron saint of marketing measurement. 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.

Not the CDP Daily News

Customer Experience Matrix

The World Health Organization has just declared that video addiction is a real disease but they've missed something even more insidious: the dangers of newsletter publishing. The CDP Institute Web site has been down for two days now (hopefully it will be back up by the time you read this and test that link), which means I haven't been able to publish the Institute's daily newsletter. Yikes -- was my authorship a secret?)

eBook: The 9 Ingredients Your Need to Create Better Content

Our content chefs have assembled this recipe book of best practices to help you produce content that stands apart and meets your business objectives. Download and learn the 9 key ingredients of effective content, how they add to your process and how technology helps create content that audiences love to gobble up!

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The Customer Data Platform Institute (which is run by Raab Associates) on Monday published results of a survey we conducted in cooperation with MarTech Advisor.

Here's a Game to Illustrate Strategic Planning

Customer Experience Matrix

My wife is working on a Ph.D. in education and recently took a course on strategic planning for academic institutions. Her final project included creating a game to help illustrate the course lessons.

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Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.

Customer Experience Matrix

Like many people in the marketing technology industry, I was tickled in 2011 when Gartner predicted that CMOs would soon have bigger tech budgets than CIOs , and even more tickled when Gartner said in 2016 that it had happened.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs. A CDP is a JOE if has journey orchestration. A JOE is a CDP if its data is accessible to other systems.

Salesforce Buys MuleSoft and Offers It as a Data Unification Solutions

Customer Experience Matrix

The Customer Data Platform industry is doing very well, thank you, with new reports out recently from both Gartner and Forrester and the CDP Institute launching its European branch. But the great question hovering over the industry has been why the giant marketing cloud vendors haven’t brought out their own products and what will happen when they do.

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Simple Questions to Screen Customer Data Platform Vendors

Customer Experience Matrix

I’ve been working for months to find a way to help marketers understand the differences between Customer Data Platform vendors. After several trial balloons and with considerable help from industry friends, I recently published a set of criteria that I think will do the job. You can see the full explanation on the CDP Institute blog. But, since this blog has its own readership I figured I’d post the basics here as well.

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Customer Data Platforms Spread Their Wings

Customer Experience Matrix

I escaped from my cave this week to present at two conferences: the first-ever “Customer Data Platform Summit” hosted by AgilOne in Los Angeles, preceding Shop.org, and the Technology for Marketing conference in London, where BlueVenn sponsored me.

Togetherness: Achieving Sales and Marketing Alignment

Speaker: Jeff Davis, Founder, jd2 Consulting Group

Jeff Davis is here to help you think differently about how Sales and Marketing should interact. With increased scrutiny for marketing to prove ROI on their activities and it becoming increasingly hard for B2B salespeople to even get in front of customers, the old way of doing business is no longer an option. This webinar will use evidence-based research and empirical knowledge to propose real-world strategies that work.