Customer Experience Matrix

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.

Will GDPR Burst the Martech Bubble?

Customer Experience Matrix

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.

What I Learned at the Customer Data Platform Workshop

Customer Experience Matrix

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.

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.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

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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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.

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.

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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GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

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

Customer Experience Matrix

Should marketers pay consumers directly to access their personal data?

The Black Mirror Episode You'll Never

Customer Experience Matrix

I’m no fan of the TV show Black Mirror – the plots are obvious and excruciatingly slow. But nevertheless, here’s a story for consideration. Our tale begins in a world where all data is stored in the cloud. This means people don’t have their own computers but can instead log into whatever machine is handy wherever they go. All is lovely until our hero one day notices a slight error in some data.

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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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.

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.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

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.

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.

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.

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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Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

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.

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.)

Survey 141

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.

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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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

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.

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.

Vendor 125

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.

Picking the Right First Project for Your Customer Data Platform

Customer Experience Matrix

For the past year, the most common question about Customer Data Platforms has been how they differ from Data Management Platforms. Recently that seems to have changed. Today, the question everyone seems to be asking is what project they should pick as their first CDP use case. That’s certainly progress but it’s a much harder question to answer than the one about DMPs. Like any good consultant, I can only answer that question with “it depends” and by then asking more questions.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

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.

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.

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.

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.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels. Those are all true, I suppose, but I felt they missed the real story: this is another step in Amazon building a self-contained universe that its customers never have to leave. That sounds a bit more paranoid than it should.

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Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

Tech marketing agency Walker Sands and industry guru Scott Brinker of Chief Martech yesterday published a fascinating survey on the State of Marketing Technology 2017, which you can download here.

How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing? Many people cite changes in Scott Brinker ’s iconic marketing technology landscape, which has roughly doubled in size every year since Brinker first published it in 2011.

Celebrus CDP Offers In-Memory Profiles

Customer Experience Matrix

It’s almost ten years to the day since I first wrote about Celebrus , which then called itself speed-trap (a term that presumably has fewer negative connotations in the U.K. than the U.S.). Back then, they were an easy-to-deploy Web site script that captured detailed visitor behaviors. Today, they gather data from all sources, map it to a client-tailored version of a 100+ table data model, and expose the results to analytics and customer engagement systems as in-memory profiles.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.