Customer Experience Matrix

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The same split applies to what people would consider helpful in build in building a single customer view: people who consider the single view important are most interested in best practices, case studies, and planning assumptions – i.e., building a business case.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

But on further reflection, I recognized that these landscapes are really a type of directory that helps marketers find available products. But the biggest category is the community review sites, of which the best known among markters are proably G2 Crowd , TrustRadius , and Software Advice.

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Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Either way, you have a society whose tribes that are mutually unaware at best and actively hostile at worst. Let’s put aside the deeper social implications of all this, in the best tradition of “other than that, how did you like the play, Mrs. Lincoln?” The best way to do this is to have members delegate as many decisions to the network as possible, starting with things like subscriptions for restocking groceries and on-demand transportation.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

In this environment, the best a company can do is react intelligently wherever a customer appears, taking into account both the current situation and whatever it knows about the customer’s past. The best message is the one that maximizes the long-term value of that relationship.

Coherent Path Auto-Optimizes Promotions for Long Term Value

Customer Experience Matrix

One of the grand challenges facing marketing technology today is having a computer find the best messages to send each customer over time, instead of making marketers schedule the messages in advance. In concrete terms, this often means cross-selling into product categories the customer hasn’t yet purchased. While this isn’t a new tactic, Coherent Path improves it by identifying intermediary products (on the "path" to the target) that the customer is most likely to buy now.

New Paper -- Which Social Media Marketing Methods Are Best For You?

Customer Experience Matrix

Industry considers whether customers are highly engaged in the products, how easily they can find product information, and whether the product is a locally-created service such as a restaurant or home repairs.

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Walker Sands / Chief Martech Study: Martech Maturity Has Skyrocketed

Customer Experience Matrix

Multi-product architectures are most common. I have no problem accepting this one: 21% of respondents said they use a single-vendor suite, while 69% had some sort of multi-vendor approach (27% integrated best-of-breed, 21% fragmented best-of-breed, 21% limited piecemeal solutions).

Why Designing Your Marketing Technology Stack is a Waste of Time

Customer Experience Matrix

Once the machines had been optimized for electric motors, and factories had been redesigned to make the best use of this new configuration, the pace of change slowed down. Applications then evolve into something completely different as people uncover the best ways to use the new technology.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

The company made two major product announcements, expanding the reach of Marketo campaigns into mobile apps and display ad retargeting. At the risk of some unfair (and unjustifiably condescending) stereotyping, I’ll propose that part of their concern comes from a sort of Spock-like rationality that says only a few different products are really needed in any given segment. At the most abstract, marketing involves picking the best customer treatment in each situation.

Guide to ABM Vendors: What's in a Complete ABM Stack?

Customer Experience Matrix

Number of Sub-Functions Number of Vendors 1 11 2 14 3 8 4 4 5 3 6 0 This is even truer when you recognize that the sub-functions themselves are very broad categories, so vendors who qualify for the same sub-function may be delivering significantly different products. If you do want help, you can start by hiring a scoring vendor to identify your best target accounts.

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

Customer Experience Matrix

Among segment-based systems, collaborative filtering uses product selections almost exclusively: this is the classic “customers who looked at this product also considered these products” approach, which doesn’t take into account other aspects of the customer’s history.

Future Marketing: Will Machines Take Over Half the Consumer Economy?

Customer Experience Matrix

‘Tis the season for predictions. I’m not going to plague you with any new ones right now, but did want to expand a bit on the long-term vision I’ve been talking about in speeches and described briefly last July as “robotech”.

True Influence InsightBASE Simplifies Use of B2B Intent Data

Customer Experience Matrix

But while the promise of intent data is irresistible – “reach prospects with demonstrated interest in your product!” – the reality is less appealing. B22B lead generation vendor True Influence today announced a new product to help fill these gaps. So, what distinguishes InsightBASE from other intent-based products? Intent data is one of hottest topics in marketing today – see, for example, Oracle’s recent purchase of AddThis.

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

Customer Experience Matrix

Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. What the conference did offer was a detailed look at Teradata’s current marketing applications, vision, and product roadmap.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

Hatchbuck workflow Hatchbuck is another all-in-one product for very small businesses. The system integrates via Zapier with ecommerce products. Hatchbuck was founded in 2011 and launched its product in 2013.

Pega Customer Decision Hub Offers High-End Customer Journey Orchestration

Customer Experience Matrix

My previous posts about Journey Orchestration Engines (JOEs) have all pointed to new products. The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. But some older systems qualify as well.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

Again, such comparisons are widely acknowledged as a best practice: my point here is they have immediate practical value, so they shouldn't just be relegated to the list of “nice but not necessary” things that no one ever quite gets around to doing.

Will Machines Replace Marketers? Artificial Intelligence Isn't Ready Yet But Watch Your Back

Customer Experience Matrix

To test this, I listed the tasks that go into building a marketing program and matched these against my list of AI-based products. So they are less about reducing the number of marketers than expanding marketer productivity.

Future of Marketing Content: Reflections on the Content2Conversion Conference

Customer Experience Matrix

And, on the way to the airport, I caught up with Idio , another system that automatically analyzes content and picks the best match for each individual – although Idio doesn’t do any content creation or dynamic customization. I also have one other observation, which was totally unexpected (the best type!). I spent the early part of this week at Demand Gen Report 's Content2Conversion conference.

LinkedIn Buys Fliptop: Why Account Based Marketing and Predictive Analytics Are a Natural Fit

Customer Experience Matrix

This could mean selecting the best people to reach within targeted accounts or selecting the most effective ad placements to reach those accounts. This requires integration of predictive analytics within the ABM product, not just using predictive before ABM begins.

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

These correlations will be the basis for recommending the next best action for each account. ZenIQ was founded in 2015 and released its product in early 2016. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

MarTech Madness: Marketing Technology Managers Come Out to Play in San Francisco

Customer Experience Matrix

These products differ from the earlier generation of journey managers in being tied to live customer data and execution systems, rather than simply drawing a map. But seeing several products emerge simultaneously with similar features is usually a sign that something interesting is afoot. Concretely, imagine an ecommerce Web site that gives each customer different product descriptions based on her personality.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

Despite my best efforts, and much cooperation from Adobe, I’m sure it still misses many nuances of how Adobe components do or don’t work together. The system automatically monitors response and optimizes its bids to get the best results within a company’s campaign budget.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle does have an existing B2B marketing automation product, based on the technology it acquired from Market2Lead in 2010. Oracle may also be gaining a more sophisticated “cloud native” platform, since other Oracle products grew largely from on-premise roots.**

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Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

Fliptop wasn’t on my original list of CDPs, having launched its relevant product just after the initial CDP report was published. A typical scheme would create A, B, C, and D lead classes, where A leads are best.

Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns

Customer Experience Matrix

Security features can limit users to specified subsets of data, such as particular Web sites or product groups. Users can create email messages using a drag-and-drop interface that supports advanced personalization, such as selecting the top products in a customer’s most commonly purchased category. It wasn’t until the end of a long demonstration that I finally understood what Zaius is.

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Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

But the news on that front is mixed: a survey by one of the industry’s best analysts , Jim Lenskold, found 60% of marketing automation users reporting increases in the key value measures of lead quantity and quality. But will those users really do any better with a different product?

StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

This may set a world record for buzzword intensity, but that’s okay so long as the underlying product matches the implied promises. Today''s email vendors face an interesting business challenge.

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Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

Here are some quick sketches of products you may want to explore in more detail. 4-Tell offers low-cost, easily-installed product recommendations for online retailers. I’ve seen more interesting systems recently than I have time to review in depth.

Automated Marketing Campaigns: An Immodest Proposal

Customer Experience Matrix

But while it’s easy for conventional predictive models to find the “next best action” in a particular situation, it’s much harder to find the best sequence of actions. Let’s start with the problem that’s already solved, of finding the single next best action.

Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Still, the real focus was on Marketo’s own announcements, which included several product changes and a new positioning. (I Real Time Personalization already exists, obviously, and will remain a separate product that can work with any marketing automation system.

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

Customer Experience Matrix

Many of those products have limited capabilities for working with newer data sources like Web sites and social networks, but the real distinction between them and CDPs is that the older systems are mainly designed to assemble data. With any product, it’s the details that matter.

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Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

The planning module was the original product. Here's how it works: users can set up a rule tied to journey stage, product type, or customer attribute such as industry or persona.

BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

This definition distinguishes CDPs from traditional marketing automation products, which do their own execution, and from real-time interaction managers, which lack persistent data stores. If a customer is eligible for several dialogues at once, the system currently relies on an optimizer to pick best-responding option and will soon let users create rules to further guide the results.

Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix

More concretely, “make money” is a goal; “make money by building high quality products for which customers will pay a premium” is a strategy. You still have to deliver a reasonable degree of customer intimacy, just as you still have to deliver a reasonable degree of product quality.

CRM Evolution Conference: Mobile Really Does Change Everything About Marketing

Customer Experience Matrix

The customer’s experience is made simple and direct – at its best, she sees one choice (the thing she really wants or needs) and a button to accept it. Customers who haven’t bought yet (okay, they’re really prospects) still have some intention when interacting with us – presumably to learn something about our company or products so they can decide whether they want to do business.

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Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

This echoes the first: all marketing automation products integrate with CRM, so people assume they don’t have to look into the details. But products differ hugely in which systems they connect with, what data they import and export, and how much control uses have over the details.

CrossEngage Orchestrates Customer Journeys Using Events

Customer Experience Matrix

They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery.

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Individual models predict the individual’s likelihood to be the best sales contact. The system can also estimate what product each company is most likely to purchase, when it will buy, and what stage it has reached in the buying process.

Optimove Optibot Automates Campaign Optimization

Customer Experience Matrix

What’s new about Optibot is that defining microsegments and picking the best campaign actions per segment have now been automated. If it finds that different actions work better for different clusters, it will assign the best action to each group. (In Marketers will indeed need to create more content, and will no doubt find other productive uses for their time. I finally caught up with Optimove for a briefing on the Optibot technology they introduced last September.