Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. One of the fundamental challenges in database marketing is that a seriously sophisticated campaign may send different messages to hundreds or even thousands of customer segments. The heart of Conversen are the marketing messages.

Unica and Alterian Lead Database Marketers to the Digital Promised Land

Customer Experience Matrix

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. The connection is that these both support my feeling that many members of the old-line database marketing community have failed to adapt to the new world of digital marketing. Industry vendors who support them will thrive.

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Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

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. You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with an integrated customer database; and data management platforms to support online advertising.

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. That’s not surprising, since retailers have always been among the data-driven marketers. This means they’ve always had customer data available and thus been able to build extensive customer databases without a CDP. And, while I don’t have firm data, my impression is that online-only retailers have been slower to buy CDPs than their multi-channel cousins.

Buy 168

More Surveys Agree: Web and Non-Web Data Must Be Integrated

Customer Experience Matrix

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%). So clearly data and system integration are indeed primary concerns for multi-channel marketing.

Survey 120

Customer Centricity Isn't Marketers' Major Concern--Yet

Customer Experience Matrix

Contrary to my initial impression that “customer centricity” was the major topic at the National Center for Database Marketing conference this week, a close look at the program shows just four of the 45 sessions had this as their focus. This includes three related to multi-variate testing (e.g. And it is after all a database marketing conference, so the audience has specialized interests to begin with. I count 37 service vendors and 17 software companies.

B2B Lead Management Market Heats Up

delicious b2bmarketing

Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. I know Suresh Vittal includes lead management as a component of his enterprise marketing platform. We can broaden our available market."