Customer Experience Matrix

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

At an operational level, the individual-level systems use automated analytics to rank all possible content choices for each individual using that individual’s data. Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July.

Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

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. The system also has connectors to import data from marketing automation and Google Analytics.

Trending Sources

Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

This means getting marketers excited about doing something (that’s where the “business porn” comes in) or scared about the consequences of not doing it (see the CEB Challenger Sales model , for example).

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

Customer Experience Matrix

billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products). But the IDC figures show that sales and customer service spend more on tech than marketing.

SalesPredict Offers Highly Automated, Highly Flexible Predictive Modeling

Customer Experience Matrix

I meant both that predictive models guide decisions at every stage in many marketing programs, and that models are used throughout the organization by marketing, sales, and service. Because it knows what to expect, the system can easily load customer data and sales results from those systems.

Brightfunnel Gives B2B Marketers Self-Service Revenue Attribution

Customer Experience Matrix

The simplest is just connecting marketing leads to closed sales, which is an issue because the data in sales systems is often incomplete. There wouldn’t be a problem if sales people religiously associated every lead with the right account.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

The notifications can be loaded as lists into a marketing automation or CRM system, where they can trigger advertising, sales calls, or other actions. Once the lists are loaded into those systems, they can be used for email, advertising, sales calls, or other purposes. b2b marketing intent data lead scoring marketing automation predictive analyticsIntent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis.

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

Demandbase had its own announcement yesterday: something it calls “DemandGraph,” which is basically a combination of Demandbase’s existing business database with data gathering and analytical functions the Spiderbook system that Demandbase bought in May 2016.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Open source has been successful in related applications including analytics (R, Jaspersoft, Pentaho), CRM (SugarCRM, vTiger) and Web content management (WordPress, Joomla, Drupal). The only real question about free, open source marketing automation from Mautic is what took so long.

Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

From a more mundane perspective, limiting its focus to B2B prospect management lets Everstring concentrate its own marketing and sales efforts on a specific set of buyers, even as it slowly expands the range of problems it can help those buyers to solve.

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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. On the other hand, several do use rules and/or predictive analytics to help manage the post-purchase portion of the customer relationship – making them possible Journey Orchestration Engines (JOEs).

SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud

Customer Experience Matrix

This demanded a high initial investment but made expansion relatively easy – an approach that made sense when SAS's core analytical applications were pretty much essential to many clients. SAS’s growth and financial performance have been just fine despite the new competition, thanks to technical leadership in its core analytical products and pry-it-from-my-cold-dead-hands loyalty of its core customers. analytics as a service customer intelligence martech open systems SaaS sas

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Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors

Customer Experience Matrix

Execute Interactions Deliver Messages This includes systems to deliver emails, personalized messages on the company Web site, display advertisements, and includes alerts and advice to sales reps. This Guide also distinguishes between “enhancement” of account and contact records already in a client’s systems and sale of “net new” records that a client does not already possess.

New Frontiers in Data Driven Marketing

Customer Experience Matrix

This means programs can be designed to incorporate predictive models in all kinds of treatment decisions, from content recommendations to sales call prioritization to banner ad selection.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

Pega positions Customer Decision Hub as part of its core platform, which supports applications for marketing, sales automation, customer service, and operations. The other components provide inputs (Predictive Analytics Director and Adaptive Decision Manager), support execution (Next Best Action Advisor), or give management control (Visual Business Director). My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products.

VEST Report: Latest Trends in Marketing Automation, and Where's My Hoverboard?

Customer Experience Matrix

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

Classic marketing mix models instead look at promotion expense by channel by market (usually a geographic region, sometimes a demographic or other segment) and find correlations over time between spending levels and sales. I’ve seen a lot of attribution vendors recently. If you're a regular reader here, you saw my reviews of Claritix ( last week ) and BrightFunnel ( in December). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

In the case of customer management, the big question is whether the marketing system should be separate from sales and service systems. Your marketing platform is not an add-on to sales technology, or a component of an IT solution.

I've Discovered a New Class of System: the Customer Data Platform. Causata Is An Example.

Customer Experience Matrix

These systems that gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels.

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A Tale of Two Sittings: Best of Times with HubSpot and Teradata

Customer Experience Matrix

Teradata’s marketing applications also extend beyond standard marketing automation to include marketing resource management and analytics. Teradata itself sees its primary differentiator as analytics. Yes, that title is a pun on Dickens’ Tale of Two Cities.

ABM Vendor Guide: What to Look for in External Data Sources

Customer Experience Matrix

To put things in a broader context, “external data” can be contrasted with “internal data”, which comes from a company’s own systems for CRM, marketing automation, Web analytics, order processing, customer support, etc. Internal data is most important later in the sales cycle, when prospects and customers are interacting with the company directly.

Marketing Automation News from Dreamforce: B2B More Integrated, B2C Stays Separate

Customer Experience Matrix

Conference presentations confirmed that Pardot, the B2B marketing automation system that Salesforce acquired as part of its ExactTarget acquisition, has been separated from the rest of ExactTarget and made part of the Sales cloud. What this means is that Salesforce sees B2B marketing automation as just an appendage of sales automation. To put a more optimistic spin on the same news: Salesforce will continue to let independent B2B marketing automation apps synch with Sales.

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Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

The result is substantially more effective marketing and sales operations, finally letting marketers use data the Web has so tantalizingly exposed. Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects.

Future of Marketing Automation: Grow or Die

Customer Experience Matrix

Like everyone else, I’m seeing greater use of social, mobile, and video; more cross-channel campaigns; closer cooperation between marketing and sales; and expanded use of analytics. But CRM systems are deeply embedded in sales departments, so they block growth in that direction.

What Really Creates Marketing Automation Success: Data from Gleanster

Customer Experience Matrix

Value Drivers: Both groups agreed that the two most important predictors of marketing automation success are cooperation with sales and ability to measure return on investment. Research firm Gleanster released its free “Gleansight” report on marketing automation late last month.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

This started by providing visitor lists and real-time alerts to sales people who were interested in specific accounts. The client data, which of course is available only to the client who provided it, could be anything but is usually attributes such as account type, buying stage, and sales territory. Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules.

Microsoft Buys Marketing Automation Vendor MarketingPilot: Start of Something Big?

Customer Experience Matrix

The B2C products are generally built on a more powerful foundation than B2B systems, in terms of having a more flexible database structure, deeper marketing operations support, and more powerful analytics.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

B2B marketing automation vendors generally position their systems as a replacement for separate applications including email, forms creation, Web analytics, content management, and reporting.

ABM Vendor Guide: Features to Look for in Target Scoring Vendors

Customer Experience Matrix

Target Scoring isn’t just any use of predictive analytics, which can also include things like finding surges in content consumption (used to identify intent) or recommending the best content to send an individual. The models most often predict whether an account will make a purchase, but sometimes predict events such as renewing a contract or becoming an opportunity in the sales pipeline.

B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

I’d guess the reason is B2C marketers more often have the capabilities available from other sources, such as a Web content management system or Web analytics product. But B2C marketers don’t have to deal with marketing-sales alignment, can usually measure results directly, and are often already running the same types of campaigns they expect to run with marketing automation.

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[x+1] Origin Digital Marketing Hub Offers Cross-Channel Decision Management

Customer Experience Matrix

This was an early form of what now called a Data Management Platform (DMP), which one articulate blogger defined as “a very smart, very fast cookie warehouse with analytical firepower to crunch, de-duplicate, and integrate your data with any technology platform you desire.”

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

The vendor divides the process into four steps: dynamic profiling (gathering the data); business rules (selecting options to consider); real-time analytics (self-managing predictive models); and arbitration (selecting the best option based on user objectives).

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Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

When I first described Customer Data Platforms two and half years ago, all the vendors offered an application such as predictive analytics or campaign management in addition to the "pure" CDP function of building the customer database.

Highspot Sales Enablement Helps Sales People Find Content and Marketers Measure What Works

Customer Experience Matrix

Sales enablement” is something of a catch-all term for a wide range of solutions that help sales people do their jobs better. Highspot has staked out the corner of this world occupied by systems that help sales people find the right marketing materials. When Highspot was founded in 2012, it focused on better content discovery for sales people. This is currently measured by tracking how often each item is used by sales people and read by recipients.

Lots of Vendors Can Help You Find Leads on the Web

Customer Experience Matrix

Few people would suggest you learn salesmanship from the play Glengarry Glen Ross ,* but its central message rings true: good leads are the lifeblood of a sales organization.** Some of the more important ones include: • Specific data sources, scanning techniques, and analytical methods.

SDL Buys Marketing Automation Vendor Alterian for $107 Million

Customer Experience Matrix

Alterian also had a bold vision of extending beyond traditional campaign management and analytics to include marketing resource management and web content management as well as social media. SDL’s chairman is quoted as saying that “The marketing analytics, campaign management and social media were the big attractions” of Alterian, so presumably the company will keep those businesses.

LeadLife Bundles Services with Marketing Automation

Customer Experience Matrix

Specific options include marketing strategy, content creation, design, lead nurturing campaigns, lead process definition, and analytics. LeadLife released a completely rebuild version of its marketing automation system last month.

B2B Email Benchmarks: Answers Vary Widely

Customer Experience Matrix

One of the things I’m enjoying about my new role as head of analytics at Left Brain DGA is being closer to hands-on marketing than I was as a consultant. It includes figures for B2B Sales, B2B Service, Industrial/Manufacturing, and IT.

AgilOne Combines Marketing Database, Analytics and Execution: Yep, That's a Customer Data Platform

Customer Experience Matrix

As Artun tells the story, the company was created to provide marketers with a packaged, cloud-based version of the advanced data management, analytics, and execution capabilities that are usually available only to the largest and richest firms. Well, this is embarrassing.

New Study: Three Types of Customer Data Platform Address Cross-Channel Marketing Needs

Customer Experience Matrix

Most also perform their own scans of Web sites and social networks to extract sales-relevant information such as technology use and changes that suggest buying opportunities. My detailed study of Customer Data Platforms should be released next week.