Customer Experience Matrix

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

Many surveys present a familiar tune: most marketers want unified customer data but few have it. I’m in the midst of collating data from 150 published surveys about marketing technology, a project that is fascinating and stupefying at the same time.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

This in turn got me thinking about my presentation on machine learning systems at the MarTech conference in March. That's all interesting, but what does it mean for my presentation? My MarTech presentation will offer some specific suggestions on how to do that.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

In particular, its finding new market segments that clients might enter – something different from simply scoring leads that clients present to it or even from finding individual prospects that look like current customers.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

It’s true that different departmental applications will probably need the CDP data to be presented slightly differently.

Landscape of MarTech Vendor Directories

Customer Experience Matrix

I'm making a presentation on marketing technology selection at B2BLeadsCon in New York next week, and had thought to start with the usual Oh-My-God-There-Are-So-Many-Vendors slide to get everybody's attention.

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Surprising Results in Customer Data Platform Survey

Customer Experience Matrix

If we allow that a deployed CDP could be present in companies where one customer-facing system does almost everything or the customer facing systems are connected to marketing automation or CRM, then 74% of the deployed CDPs are covered.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

The idea of Personalized Mona Lisa is that someone decided to offer “personalized” versions of Mona Lisa by presenting each individual with a portion of the painting that was related to their interests. From the company perspective , personalization limits the value presented to the consumer.

Real Magnet Offers Complex Campaigns Withouth the Flow Charts

Customer Experience Matrix

The system then presents a choice of industry-appropriate campaign types such as subscription renewals, webinar promotions, birthday and anniversary messages, and welcome kits.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

Here are the exact definitions we used and the percentage of people who said each was present in their organization: Of course, the really interesting question isn’t which tools are most popular but which actually contribute (or at least correlate) with deploying a database.

The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017

Customer Experience Matrix

About eighteen months ago I started presenting a scenario of a woman named Jane riding in a self-driving car, unaware that her smart devices were debating whether to stop for gas and let her buy a donut. The presentation has been quite popular – especially the part about the donut.

Intent Data Basics: Where It Comes From, What It's Good For, What To Test

Customer Experience Matrix

Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content.

Intent 101

Marketing Automation Buyer Survey: Many Myths Busted but Planning is Still Key to Success

Customer Experience Matrix

So it''s correct that results ultimately depend on users rather than technology, but not in the simplistic way this is often presented. The marketing automation user survey I mentioned last March has finally been published on the VentureBeat site (you can order it here ).

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Tealium Grows from Tag Manager to Customer Data Platform

Customer Experience Matrix

To some degree, the difference is just a matter of presentation. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

At present, Facebook, Apple, Google, and Amazon still occupy largely separate spheres, so most people live in more than one universe. 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.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Users are presented with a free-form canvas to build emails or Web pages, with the usual controls for fonts, colors, inserted images, URL links, etc. The only real question about free, open source marketing automation from Mautic is what took so long.

FlipMyFunnel Conference on Account-Based Marketing Comes to Austin on June 7

Customer Experience Matrix

As often happens with these presentations, putting together a coherent treatment of the topic forced me to think things through in a bit more detail than I had previously. The other thing that often happens with these presentations is I spend way too much time picking images for my slides.

BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing

Customer Experience Matrix

Part of the presentation was a set of examples presented by BlueConic CMO Dan Gilmartin. I’m as fond of hearing my voice as most consultants, which is very fond indeed.

Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)

Customer Experience Matrix

In short, Pointillist both builds a robust, unified customer database and presents exceptional tools to analyze and act on the customer journey. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE.

API 77

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.

Acquisitions Reshape the Marketing Automation Industry: Growth at the Bottom, Room in the Middle, Fog at the Top

Customer Experience Matrix

My interpretation is that the micro-business sector is the least mature and still presents the greatest untapped opportunity – even if buyers are still limited to the small proportion of business owners who are “tech geeks”.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

In fact, Strikedeck referred to itself as “customer success automation” in an early discussion I had with them, although they don’t seem to be using that positioning at present. I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization.

ActionIQ Merges Customer Data Without Reformatting

Customer Experience Matrix

ActionIQ presents its approach as offering self-service data access for marketers and other non-technical users. One of the fascinating things about the Customer Data Platform Institute is how developers from different backgrounds have converged on similar solutions. The leaders of ActionIQ , for example, are big data experts: Tasso Argyros founded Aster Data , which was later purchased by Teradata , and Nitay Joffe was a core contributor to HBase and the data infrastructure at Facebook.

Moving On: Lessons from the B2B Marketing Trenches

Customer Experience Matrix

What this meant in both cases was that response was primarily driven by the people at each stage, not by the specifics of the materials presented.

Reltio Makes Enterprise Data Usable, and Then Uses It

Customer Experience Matrix

These can also be done in Reltio itself, using built-in machine learning and data presentation tools to provide deep views into customers and accounts, including recommendations for products and messages. I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. One that sits right on the border is Reltio , which fits the CDP criteria* but goes beyond customer data to all types of enterprise information.

API 60

New Frontiers in Data Driven Marketing

Customer Experience Matrix

All that cross-channel coordination means marketers have more ways to present the right message to each individual, which turn means each message much be available in the format of each touchpoint.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

Its solution was to automate every step of the marketing measurement process as much as it could, using machine intelligence to identify information within new data sources, map those to a standard data model, present the results in dashboards, and uncover opportunities for improvement. As I mentioned a couple of posts back , I’ve been surveying the borders of Customer Data Platform-land recently, trying to figure out which vendors fit within the category and which do not.

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

Customer Experience Matrix

Human-built rules still determine which messages are available and when messages will be presented. AI marketing systems already present some significant opportunities and their scope can only grow – perhaps exponentially as key techniques become more widely distributed.

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

Customer Experience Matrix

At present, the actions are chosen by rules set up manually by marketers – although even this is a step ahead of having marketers directly assign accounts to specific campaigns. 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

User-tuned content" appeals to me in part because my own MarTech presentation was on machine intelligence, and one strand of development I foresee is combining systems that recognize individual customers during marketing interactions, systems that identify individual users’ personas (e.g. That’s a step beyond current personalization or recommendation engines, which select the best message or product but don’t change how it's presented or use manually-created variations.

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

Customer Experience Matrix

Reports also show which categories of data are contributing the most to the scoring models: this is more information than some systems provide and is presented quite understandably. At present, Fliptop only sends scores to other systems.

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

We’ll be presenting the paper and related research in a Webinar tomorrow (Thursday) at 12:30 p.m. Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant.

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Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

As previously mentioned, Bislr presents itself as a “marketing operating system” that hosts user-selected apps in the same way as a smartphone or tablet.

API 88

What Makes a Good Marketing Platform? Rules for Platformality

Customer Experience Matrix

Last month he goaded me into coming up with a framework for relating marketing technology to business strategy , which I''ll present at the MarTech conference in August. That Scott Brinker is such a devil.

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Marketing Automation's Unhappy Users: Trouble in Paradise?

Customer Experience Matrix

Key findings will be presented in a Webinar next Thursday, sponsored by TreeHouse Interactive ; you can register here. As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment.

Marketing attribution systems: a quick look at the options

Customer Experience Matrix

I've presented the vendors listed in the two review sites below, grouping them based on which site included them and whether I qualified them as relevant to a quest for an attribution vendor. 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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Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix

Fast-forward twelve months and the company has again adjusted its offering, now presenting itself as a “marketing intelligence platform” that helps business marketers find prospects who are similar to their current buyers.

StrongView Moves Beyond Email to Real-Time, Contextual Marketing

Customer Experience Matrix

The key to all this is the one unfamiliar phrase on the previous list: “present tense marketing”. Today''s email vendors face an interesting business challenge.

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BlueConic Selects Targeted Messages Using a Cross-Channel Marketing Database

Customer Experience Matrix

The message can include a recommendation that is tailored to customer interests and scores, but presenting a sequence of messages would require a set of dialogues that are delivered in sequence. This blog has mentioned BlueConic in passing a couple of times but never quite gotten around to reviewing it in detail. Until now.

Seven Marketing Automation Myths to Ignore - Illustrated Edition

Customer Experience Matrix

Every bit of presentation-giving advice, training, and experience I’ve ever had tells me that these illustrations will distract attention from my points rather than reinforcing them. I’m sad.

Matching Marketing Technology to Business Strategy: A Starting Framework

Customer Experience Matrix

Scott was flatteringly enthusiastic and – I totally should have seen this coming – came back two weeks later with the suggestion that I present such a framework.