Customer Experience Matrix

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Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions

Customer Experience Matrix

The CDP Institute just published its annual Member Survey, which is always a treasure chest of interesting data. I’ve already published my primary analysis on the Institute site (you can download it here ) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. After all, nothing’s more fun than tweaking the nose of authority.

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Seers Offers Easy-to-Use Cookie Consent

Customer Experience Matrix

The growth in global privacy regulation has created an immense headache for thousands of businesses – and, thus, an immense opportunity for systems that offer relief. Small businesses in particular need simple, low-cost solutions to comply with rules that require gathering consumer consent to data collection and giving consumers access to data that’s been collected.

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Build vs Buy Your Customer Data Platform?

Customer Experience Matrix

The build vs buy debate has existed as long as packaged software itself. Any serious discussion quickly concludes that there’s no one right answer and real question is when to do one or the other. That discussion, in turn, usually leads to a recommendation that companies build software which will create unique competitive advantage and otherwise buy when a satisfactory option exists.

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Is Peak Martech Approaching At Last?

Customer Experience Matrix

Contrary to popular belief, forecasting is easy: tomorrow is nearly always like today. What’s hard is predicting when something will change: a snowstorm, stock market crash, or disruptive technology. Of course, predicting change is also where forecasting is most useful. In marketing technology, we’ve seen a long succession of sunny days. Every year, the number of systems grows, fed by a proliferation of channels, declining development costs, and easily available funding.

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MarTech Plot Lines for 2021

Customer Experience Matrix

“Apophenia” – seeing patterns where none exist – is both occupational hazard and job requirement for an industry analyst. The CDP Institute Daily Newsletter provides a steady supply of grist for my pattern detection mill. But the selection of items for that newsletter isn’t random. I have a list of long-running stories that I follow, and keep an eye out for items that illuminate them.

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When CDPs Fail: Insights from the CDP Institute Survey

Customer Experience Matrix

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. You can also view a discussion of this on Scott Brinker's Chief Martech Show. But here are three major findings. Martech Best Practices Matter We identified the top 20% of respondents as leaders, based on outcomes including over-all martech satisfaction, customer data unification, advanced privacy practices, and CDP deployment.

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Don't Misuse Proof of Concept in System Selection

Customer Experience Matrix

Call me a c**k-eyed optimist, but marketers may actually be getting better at buying software. Our research has long shown that the most satisfied buyers base their selection on features, not cost or ease of use. But feature lists alone are never enough: even if buyers had the knowledge and patience to precisely define their actual requirements, no set of checkboxes could capture the nuance of what it’s actually like to use a piece of software for a specific task.