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Tableau, Looker, and Origami Logic Acquisitions Show Analytics Is In Fashion
Customer Experience Matrix
JUNE 11, 2019
One of the unwritten laws of punditry is that one event is random, two events are interesting, and three events make a trend.
Customer Experience Matrix
Why Are There So Many Types of Customer Data Platforms? It's Complicated.
Customer Experience Matrix
NOVEMBER 3, 2018
I spend much of my time these days trying to explain Customer Data Platforms to people who suspect a CDP could help them but lack clear understanding of exactly what a CDP can do. At the end of our encounter they’re often frustrated: a simple definition of CDP still eludes them.
Salesforce Customer 360 Solution to Share Data Without a Shared Database
Customer Experience Matrix
SEPTEMBER 25, 2018
Salesforce has sipped the Kool-Aid: it led off the Dreamforce conference today with news of Customer 360 , which aims to “help companies move beyond an app- or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction”.
The Privacy Multiverse: A Fantasy in Three Acts
Customer Experience Matrix
MAY 11, 2019
Jamie knew something was wrong when his alarm clock didn’t greet him by name. Weird, he thought. Things quickly got weirder. The water in the shower wasn’t set to the right temperature. The traffic report mentioned an accident nowhere near his route to work.
A Crash Course in B2B Email Creative
Speaker: Howard Sewell, President, Spear Marketing Group
Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.
What's Next for the CDP Industry?
Customer Experience Matrix
DECEMBER 16, 2018
It’s been quite fascinating to watch the Customer Data Platform industry develop over the past few years. So far, we’ve seen two main trends emerge: extension of CDP product scope beyond the core of building the customer database itself and expansion into new industries.
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What's Next for the Customer Data Platform Industry?
Customer Experience Matrix
JUNE 1, 2019
Customer success platform Gainsight recently released a Customer Data Platform module for its system. This followed Freshworks’ acquisition of Natero , another customer success platform that builds a unified customer database. Totango, another customer success platform, also positions itself as CDP.
How to Build a CDP RFP Generator
Customer Experience Matrix
OCTOBER 7, 2018
Recent discussions with Customer Data Platform buyers and vendors have repeatedly circled around a small set of questions: what are the use cases for CDP? This really means, when should you use a CDP and when should you use something else?) what are the capabilities of a CDP?
Do Customer Data Platforms Need Real-Time Processing?
Customer Experience Matrix
MAY 19, 2019
Is real-time processing a requirement for a Customer Data Platform? It’s a deceptively simple question that can’t be answered without resolving two additional questions: What do we mean by real-time processing? How do we decide what is and isn’t a requirement?
2018 Was a Great Year for Customer Data Platforms
Customer Experience Matrix
JANUARY 1, 2019
The CDP industry had a great 2018, growing by 60% and reaching $740 million revenue, according to the CDP Institute’s just-released Industry Update (click here to download ). The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017.
5 Imperatives of a Rockstar ABM Program
Speaker: Danny Nail, Sr. Director, Head of Global Account Based Marketing, SAP
Want to get started with ABM, but not sure where to begin? It's all about understanding: understanding your customers, understanding on an organizational level what your definitions, approaches, and ideal outcomes are, and having the understanding - and support - of your stakeholders. Join Danny Nail, Head of Global Account Based Marketing at SAP and SAP Marketer of the Year, as he explains five concrete steps your organization can take to achieve ABM excellence.
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Oracle CX Unity Looks Like a Real Customer Data Platform
Customer Experience Matrix
NOVEMBER 24, 2018
I finally caught up with Oracle for a briefing on the CX Unity product they announced in October. Although it was clear at the time that CX Unity offered some version of unified customer data, it was hard to understand exactly what was being delivered. The picture is now much clearer.
Privacy-Protecting Systems Are The New Green
Customer Experience Matrix
APRIL 30, 2019
Let’s take a break from Customer Data Platforms to do some trend-spotting. I spy with my little eye…privacy systems! Specifically, there's a crop of systems that are privacy-safe alternatives to dominant social, search, email and other common consumer technologies. One well known example is DuckDuckGo , which positions itself as “a search engine that doesn’t track you”. But there are plenty of others.
Informatica Buys AllSight and What It Means for the CDP Industry
Customer Experience Matrix
MARCH 3, 2019
Informatica announced last week that has purchased AllSight , a Toronto-based Customer Data Platorm vendor. This is interesting on several levels: A CDP vendor is being bought by an established enterprise data management firm.
Purpose-Driven Marketing Comes to Town
Customer Experience Matrix
NOVEMBER 18, 2018
“If you can fake sincerity, you’ve got it made” runs the old joke.
Customer-Centric Websites: Successful Strategies to Engage B2B Buyers
Speaker: Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group
Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.
Third Party Data Is Not Dead Yet
Customer Experience Matrix
SEPTEMBER 3, 2018
Third party data is not dead yet. It was supposed to be.
European CDP Market Is Still Behind the U.S.
Customer Experience Matrix
FEBRUARY 7, 2019
I returned earlier this week from a sequence of workshops, speeches, and meetings in Europe, all focused on Customer Data Platforms. Here are some observations: - The European CDP market is indeed behind the U.S.
Consumers Aren't As Into Personalization As You Think, and Other Survey Results
Customer Experience Matrix
JANUARY 14, 2019
I review a lot of surveys -- easily a dozen each week. Mostly they go into a big file which I mine occasionally for helpful factoids to spice up a paper or presentation. Sometimes I take a more thorough tour to look at some bigger issues. Today is one of those days.
State of Customer Data Platforms in Europe
Customer Experience Matrix
MARCH 4, 2018
The Customer Data Platform Institute will be launching its European branch later this month with a series of presentations in London, Amsterdam and Hamburg.
Building Your Demand Gen Team for ABM
Speaker: Jessica Cross, Manager of Demand Generation, Rollworks
The benefits of using account-based marketing in your Demand Generation team are considerable: by getting as many engaged, qualified accounts as possible, your conversion rate will be higher and you'll find that Marketing and Sales are (gasp!) more aligned. Sounds great, doesn't it? But how do you even find the resources to make it happen? Join Jessica Cross, Manager of Demand Generation at Rollworks, as she explains how to build your Demand Generation team to best carry out ABM - even if your team is small. In fact, her own team only has 3 people!
CDP Myths vs Realities
Customer Experience Matrix
AUGUST 18, 2018
A few weeks ago, I critiqued several articles that attacked “myths” about Customer Data Platforms. But, on reflection, those authors had it right: it’s important to address misunderstandings that have grown as the category gains exposure. So here's my own list of CDP myths and realities.
What's Different About European CDPs?
Customer Experience Matrix
JANUARY 12, 2019
For reasons that made sense at the time, I recently interviewed myself about the CDP Institute's latest review of Europe-based CDP vendors. Here's how that went. What do you think potential CDP buyers would find the most interesting stats from this?
Predictive Marketing Vendors Look Beyond Lead Scores
Customer Experience Matrix
NOVEMBER 9, 2015
It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. But is it possible that predictive is already approaching commodity status?
BadTech Is the Next New Thing
Customer Experience Matrix
AUGUST 21, 2018
Forget about Martech, Adtech, or even Madtech. The next big thing is BadTech. I’m referring to is the backlash against big tech firms – Google, Amazon, Apple, and above all Facebook – that have relentlessly expanded their influence on everyday life.
How to Grab Attention with Audience Intelligence
Speaker: Michael Brito, EVP, Zeno Group
As a B2B marketer, you already know - attention spans are short, and the competition to win attention is fierce. So how do you break through the noise to deliver the right message, at the right time, using the right channel - and reach the right audience? Michael Brito, EVP at Zeno Group has an effective and repeatable answer: use audience intelligence! By understanding not just the readers of your content, but also the "vocal minority" and the influencers at play, you can develop a strategy to sustainably create attention-getting - and more effective - marketing campaigns.
Customer Data Platforms vs Master Data Management: How They Differ
Customer Experience Matrix
SEPTEMBER 6, 2018
My wanderings through the Customer Data Platform landscape have increasingly led towards the adjacent realm of Master Data Management (MDM). Many people are starting to ask whether they’re really the same thing or could at least be used for some of the same purposes.
Get Ready for CDP Horror Stories as Customer Data Platforms Enter the Trough of Dillusionment
Customer Experience Matrix
JULY 27, 2018
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.
Facebook, Privacy, and the Future of Personalization
Customer Experience Matrix
MAY 1, 2018
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.
Will GDPR Hurt Customer Data Platforms and the Marketers Who Use Them?
Customer Experience Matrix
FEBRUARY 18, 2018
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.
Why Conversational AI Is Key to Customer Service in the Customer Experience Era
Advertiser: Interactions LLC
In today’s hyper-competitive market, every business must become a customer experience-first business. Customer satisfaction has become more important than price or any individual feature. Read the new Tractica white paper to learn how important conversational AI is to your CX strategy.
The Light Bulbs Have Ears: Why Listening Is Voice-Activated Devices' Most Important Skill
Customer Experience Matrix
JANUARY 12, 2018
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.
Will GDPR Burst the Martech Bubble?
Customer Experience Matrix
MAY 8, 2018
Some people have feared (or hoped) that the European Unions’ General Data Protection Regulation would force major change in the the marketing and advertising ecosystems by shutting off vital data flows.
B2B Marketers Are Buying Customer Data Platforms. Here's Why.
Customer Experience Matrix
SEPTEMBER 8, 2017
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.
Customer Data Platforms Revisited: The Future of Marketing Data
Customer Experience Matrix
JANUARY 18, 2015
It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems.
6 Steps to Building Predictable Lead Flow and Revenue
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Achieving predictable lead flow and revenue depends on monitoring sales history and developing a robust, flexible lead development process. Download this eBook for 6 clear steps you can take to build that process today.
Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.
Customer Experience Matrix
JUNE 25, 2015
Scientists tell us that the attention span of the average human is now shorter than the attention span of a goldfish.(1) 1) In such a world, the chances of anyone reading this 2,000 word blog post are pretty much nil.
Marketing Technology of the Future: Beyond the Customer Data Platform
Customer Experience Matrix
MARCH 9, 2015
The last three minutes of my MarTech Conference presentation are driving me crazy. The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that.
MDC DOT Provides Marketing Automation for Direct Salespeople
Customer Experience Matrix
MAY 12, 2015
I briefly mentioned MDC Dot in an earlier blog post about giving sales people access to marketing automation capabilities. This may not have done them justice since they are more specialized than that general description implied.
What I Learned at the Customer Data Platform Workshop
Customer Experience Matrix
APRIL 27, 2018
I ran a four hour workshop on Customer Data Platforms this week at the MarTech Conference in San Diego.* The attendees were a mix of marketers and technologists from brands, agencies, and vendor companies.
Lead Generation Companies: How to Pick a Right One
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Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.
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