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What's Next for Customer Data Platforms? New Report Offers Some Clues - Customer Experience Matrix

What's Next for Customer Data Platforms?  New Report Offers Some Clues - Customer Experience Matrix | The MarTech Digest | Scoop.it
What’s most striking about the newly-listed firms is they are much more weighted towards customer engagement systems than the original set of vendors. Of the original two dozen vendors, eleven focused primarily on building the CDP database, while another six combined database building with analytics such as attribution or segmentation. Only the remaining seven offered customer engagement functions such as personalization, message selection, or campaign management. That’s 29%.**

By contrast, 18 of the 28 added vendors offer customer engagement – that’s 64%. It’s a huge switch. The added firms aren’t noticeably younger than the original vendors, so this doesn’t mean there’s a new generation of engagement-oriented CDPs crowding out older, data-oriented systems. But it does mean that more engagement-oriented firms are identifying themselves as CDPs and adding CDP features as needed to support their positioning. So I think we can legitimately view this as validation that CDPs offer something that marketers recognize they need.
CYDigital's insight:

What's Next for Customer Data Platforms? New Report Offers Some Clues - Customer Experience Matrix

 

Download the full report here: https://www.cdpinstitute.org/DL873-CDP-Update-0118

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Surprising Results in Customer Data Platform Survey - Customer Experience Matrix

Surprising Results in Customer Data Platform Survey - Customer Experience Matrix | The MarTech Digest | Scoop.it
The Customer Data Platform Institute (CDPI) recently surveyed its members about their customer-facing systems and CDP deployment plans. 
CYDigital's insight:

Surprising Results in Customer Data Platform Survey - Customer Experience Matrix

 

The full report is available here: https://www.cdpinstitute.org/DL851-CDP-Survey-December-2017 

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Strengthening Predictive Analytics with Intent Data - MarTech Series

Strengthening Predictive Analytics with Intent Data - MarTech Series | The MarTech Digest | Scoop.it
A complete predictive analytics solution combines a sound understanding of your target market and multiple sources of intent data and real-time engagement data to accurately predict and target new accounts. Target market data includes current customer intelligence and lookalike modeling, plus firmographic data derived from organization characteristics and technographic data that looks at organizations’ current solutions to glean information about purchase behavior. Real-time engagement data comes from responses to various sales and marketing tactics, including direct mail, display advertisements, inside and field sales outreach, and email campaigns to help round the solution out.

Intent data can build on target market intelligence with first-party and third-party data by helping uncover the content research and engagement trends for solutions in your stack. This type of data includes first-party data such as website traffic monitoring that companies can already access internally, and can be an invaluable advantage for a predictive solution. True intent data incorporates third-party data such as intelligence from the B2B web, making it even more powerful as a contributor to a predictive strategy.

Combined, this internal and external intent data provides a framework from which sales and marketing teams can begin to characterize the accounts that make up their current and prospective customers. Intent data forms part of a solid groundwork from which a predictive customer acquisition strategy can build if it has broad coverage of the target market. Real-time engagement provides the final piece to a true predictive solution.
CYDigital's insight:

Strengthening Predictive Analytics with Intent Data - MarTech Series

 

And everything goes into a CDP.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Do Customer Data Platforms Need Identity Matching? The Answer May Surprise You - Customer Experience Matrix

Do Customer Data Platforms Need Identity Matching?  The Answer May Surprise You - Customer Experience Matrix | The MarTech Digest | Scoop.it
Turns out, not so much. There are actually several reasons.

- Some marketers don’t need it. Companies that deal only in a single channel often have just one identifier per customer.  

- Specialized software already exists. The main type of matching that CDPs do internally – beyond simple stitching – is “fuzzy” matching.  Vendors can quite reasonably argue they needn’t build this for themselves but should simply integrate an external product.

- Much identity resolution requires external data. This is the heart of the matter.  Most of the really interesting identity resolution today involves linking different devices or linking across channels when there’s no known connection. This sort of “probabilistic” linking is generally done by vendors who capture huge amounts of behavioral data by tracking visitors to popular Web sites or users of popular mobile applications, or by gathering deterministic links from many different sources. 
CYDigital's insight:

Do Customer Data Platforms Need Identity Matching? The Answer May Surprise You - Customer Experience Matrix

 

This points to one of the great challenges to managing the marketing stack is to avoid feature duplication.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Customer Data Platforms: The Next Marketing Advantage - Forbes

Customer Data Platforms: The Next Marketing Advantage - Forbes | The MarTech Digest | Scoop.it
According to Forrester Research, “Customer data platforms consolidate and integrate data from these multiple heterogeneous sources into a single, trusted repository that supplies accurate customer data to analytical and operational systems throughout the martech stack.”

CDPs house data from a variety of sources such as email platforms, websites, mobile apps, data warehouses, call center logs, e-commerce platforms and point-of-sale (POS) systems. With access to all known data about a customer, your business can provide a 360-degree view of their history, behavior and intent so you can market to them in a natural way.

Customers want a clear indication that you (as a marketer) are listening to them. This means observing their behavior and expressed preferences across all channels they have recently used, quickly and accurately interpreting this information, using it to select highly relevant content that’s likely to interest them and delivering it quickly.

A CDP taps into a company’s vast data stores to predict the next best action to take with a specific customer, whether it be a direct mail piece with a coupon offer or an email with personalized product recommendations. Your company can use it to find successful customer experience patterns, detect signals from specific customers in real (or close to real) time and translate those signals into recommended next steps.
CYDigital's insight:

And the real power of CDPs? When it's tied into a 3rd party database.

 

Click/tap to view the original article.

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B2B Marketers Are Buying Customer Data Platforms. Here's Why. - Customer Experience Matrix

B2B Marketers Are Buying Customer Data Platforms.  Here's Why. - Customer Experience Matrix | The MarTech Digest | Scoop.it
B2B is another vertical. B2B marketers have definitely been slow to pick up on CDPs, which may seem surprising given their frenzied adoption of other martech. I’d again explain this in part by the state of the existing customer data: the more advanced B2B marketers (who are the most likely CDP buyers) nearly all have a marketing automation system in place. The marketers' initial assumption would be that marketing automation can assemble a unified customer database, making them uninterested in exploring a separate CDP.  Eventually they'd discover that nearly all B2B marketing automation systems are very limited in their data management capabilities.  That’s happening now in many cases – and, sure enough, we’re now seeing more interest among B2B marketers in CDPs.

But there's another reason B2B marketers have been uncharacteristically slow adopters when it comes to CDPs.  B2B marketers have traditionally focused on acquiring new leads, leaving the rest of the customer life cycle to sales, account, and customer success teams.  So B2B marketers didn't need the rich customer profiles that a CDP creates.  Meanwhile, the sales, account and customer success teams generally worked with individual and account records stored in a CRM system, so they weren't especially interested in CDPs either.  (That said, it’s worth noting that customer success systems like Gainsight and Totango were on my original list of CDP vendors.)

The situation in B2B has now changed.  Marketers are taking more responsibility for the entire customer life cycle and work more closely with sales, account management, and customer success teams. This pushes them to look for a complete customer view that includes data from marketing automation, CRM, and additional systems like Web sites, social media, and content marketing. That quest leads directly to CDP.
CYDigital's insight:

If Sales owned MarTech, CDP would be atop their list.

 

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

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Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50

Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50 | The MarTech Digest | Scoop.it
60 per cent of enterprise B2B marketers are using a DAM but only 23 per cent are actively using a content marketing platform to support their editorial processes. Net, just over half even have a tool to managed their valuable content assets and a very small number have codified processes that happen in something more formal than an excel spreadsheet and email. 

Atomic content and personalisation is only possible if we, marketers, shift our mindsets, build some new skills and use the tools available to us to attend to the care and feeding of our content library.  A few months ago I wrote a very nerdy post about metadata and attributes. It sparked a lot of conversations about how hard it is to do this today. But trust me, it’s getting easier.  More tools – some CMPs and some re-imagined DAMs – are making it simpler to store and retrieve assets. The infusion of artificial intelligence (AI) into some of these systems will augment work done by marketers and creatives – taking the drudgery out of tagging and unlocking the value in our content – even making recommendations about which assets may work best for a given situation.
CYDigital's insight:

When you're considering the fuel behind personalization and AI, Excel ain't gonna cut it.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Is marketing technology entering a post-platform era? - Chief Marketing Technologist

Is marketing technology entering a post-platform era? - Chief Marketing Technologist | The MarTech Digest | Scoop.it
iPaaS (integration-platform-as-a-service) and similar kinds of integration services were built from the ground up to be hubs. You plug all your marketing applications (particularly SaaS products) into the iPaaS service — most of which have hundreds of application connectors ready for you to pick from a simple menu — and then it handles piping data between them via their APIs.

Most iPaaS solutions initially focused on making it easy to integrate all your different marketing cloud services. They were the Data Plumbing layer in the above diagram. Many then added Data Parsing/Routing Logic that gave their users — “citizen integrators” — the flexibility to create more intelligent, multi-step recipes for reacting to events from any one connected product and triggering actions in response through other connected products.

The reason I call iPaaS solutions “virtual platforms” is because as long as they focus only on the Data Integration layer, they don’t serve as a System of Record for the data that passes through them, and they don’t provide Marketing Execution or Marketing Intelligence.

Indeed, this is exactly what customer data platforms (CDPs) have done. Many of them have an iPaaS-like background or capabilities, but they also serve as a System of Record, storing and even normalizing the data that passes through its engine. Several have now started to implement their own built-in Marketing Execution and Marketing Intelligence capabilities too — while still making it very easy for marketers to plug in alternate execution and intelligence services.
CYDigital's insight:

The definitive review! This is the heart of marketing technology.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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What are the essential components of a Customer Data Platform? | ClickZ

What are the essential components of a Customer Data Platform? | ClickZ | The MarTech Digest | Scoop.it
A Customer Data Platform needs to:

Function for marketers
Unify data
Track individuals
Connect with external systems
Segment customers
Let’s look at how that works in a little more detail.

1. A CDP is marketer managed

2. A CDP breaks down data silos, from any data source, and unifies it in a single database

3. A CDP can track individuals, not just data sources

4. A CDP is accessible with external systems

5. A CDP can segment your customers
CYDigital's insight:

Much more guidance when you CT.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Customer Data Platforms: The Next Big Shift in SaaS Marketing Stacks? - CXL

Customer Data Platforms: The Next Big Shift in SaaS Marketing Stacks? - CXL | The MarTech Digest | Scoop.it
From one side, the Customer Data Platform seamlessly integrates with each of the SaaS product you’re using in your stack as the primary way to get data, from the other side it has advanced automation capabilities to actually operate.

A sample of questions that can be answered by Customer Data Platforms:

  • Is this user active or not?
  • Did they ever pay for my product?
  • Where do they prefer to be contacted, via email or with browser notifications?
  • How many tickets did they open in the last month?
  • What’s the NPS score for my product?
  • What are the chances of churning for this user?
But that’s not all, you can actually combine all those data to refine segments and audiences and deliver remarkable journeys to your customers.
CYDigital's insight:

Why Important?: CDPs have yet to breakthrough into the mainstream, but it will. David Raab of CustomerExperienceMatrix.com writes often about CDPs, and is an excellent resource. For more information, go here: http://www.scoop.it/t/the-marketing-automation-report/?&tag=customer+data+platform

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Wondering How Customer Data Platforms Relate to Other Marketing Systems?  - Customer Experience Matrix

Wondering How Customer Data Platforms Relate to Other Marketing Systems?  - Customer Experience Matrix | The MarTech Digest | Scoop.it
CYDigital's insight:

It's worthwhile to CT for review.

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

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CDP Newsletter :: CDP Frequently Asked Questions

CDP Newsletter :: CDP Frequently Asked Questions | The MarTech Digest | Scoop.it
Here's a list of common CDP questions and answers.  These apply to CDPs in general but details may vary for specific systems.
CYDigital's insight:

Everything you ever wanted to know...

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

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The heartbeat of modern marketing: Data activation and personalization | McKinsey & Company

This is a challenge that has continued to plague marketers, despite the promise of solutions such as customer-relationship management (CRM), master-data management (MDM), and marketing-resource management (MRM). These solutions can help companies consolidate and streamline data, manage segmentation, organize workflow, and improve customer relationships. But they don’t take full advantage of digital signals customers provide. Instead, relying on antiquated “list pulls,” basic segmentation, and campaigns, all lack the automated decision making, adaptive modeling, and nimble data utilization to scale personalized interactions.

Enter the Customer Data Platform (CDP)—a data discovery and “decisioning” (i.e. automated decision making) platform. The CDP makes it possible for marketers to scale data-driven customer interactions in real time. And while CDP hasn’t really broken into the Gartner Magic Quadrant or Forrester Wave, it is gradually becoming an industry-standard concept, with a small but growing cadre of third-party platforms emerging that will soon shape the category.
CYDigital's insight:

Outstanding theoretical approach...show me solutions. Where's David Raab?

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

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Everything a marketer needs to know about CDPs. Wait, what's a CDP? - Chief Marketing Technologist

Everything a marketer needs to know about CDPs. Wait, what's a CDP? - Chief Marketing Technologist | The MarTech Digest | Scoop.it
If you’re not already familiar with CDPs, the important points to know are:

  • They are software or software-as-a-service products that ingest customer data from many source systems and combine it into a unified customer database — also known as the Single Customer View. 
  • They are designed to be run by marketing departments with little or no support from corporate IT. That’s important because IT groups often don’t have the resources or understanding to do what marketing needs as quickly as they need it. 
  • They make their data available to all external systems. That’s important because marketers today have so many different systems that need complete customer data to deliver the best results. 
CYDigital's insight:

If you enjoy reading The MarTech Digest, please send a snippet of feedback via Twitter to @martechIO. We'll take that snippet and your Twitter handle to use it as social proof. Thanks!!

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Customer Data Platform Industry Profile: A Look Inside the Numbers - Customer Experience Matrix

Customer Data Platform Industry Profile: A Look Inside the Numbers - Customer Experience Matrix | The MarTech Digest | Scoop.it
I do feel I can safely publish statistics for three groups within the industry.  This gives some additional insight without exposing any proprietary or misleading vendor data.  The groups are based on each vendor's original business.  They are:

  • Tag managers.
  • Campaign managers. 
  • Data assembly systems.
CYDigital's insight:

For an early industry segment, the revenue/employee is pretty good.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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David Raab Rolls Out the Customer Data Platform Institute - Demand Gen Report

David Raab Rolls Out the Customer Data Platform Institute - Demand Gen Report | The MarTech Digest | Scoop.it
Raab Associates Inc., a marketing technology consulting company, has debuted the Customer Data Platform Institute, which will offer a suite of resources to help marketers use Customer Data Platforms (CDP) to build a unified customer view, the company said.

The Customer Data Platform is defined as a “marketer-managed system that creates a persistent, unified customer database that is accessible to other systems.” The company said CDPs are a new alternative to systems that have failed to deliver a unified customer view. They include enterprise data warehouses, data management platforms and channel applications such as email engines.

The Institute’s initial offerings include a library of white papers, surveys, evaluation guides, case studies and product information. It will also offer a daily newsletter, a public forum for marketers and industry experts and a directory of industry vendors.
CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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Hull.io Offers A Customer Data Platform for B2B Marketers - Customer Experience Matrix

Hull.io Offers A Customer Data Platform for B2B Marketers - Customer Experience Matrix | The MarTech Digest | Scoop.it
How it works is this: Hull has connectors for major customer-facing SaaS systems, such as Salesforce, Optimizely, HubSpot, Mailchimp, Facebook custom audiences, Slack, and Zendesk. Users connect with those systems and specify data elements or lists to synchronize. When data changes in one of customer-facing products, the change is sent to Hull which in turn sends it to other products that are tracking that data.

But, unlike data exchanges such as Zapier or Segment, Hull also keeps its own copy of the data. That’s the “persistent” bit of the CDP definition. It gives Hull a place to store data from enhancement vendors including Datanyze and Clearbit, from external processes called through Javascript, and from user-defined custom variables and summary properties, such as days since last visit. Those can be used along with other data to create triggers and define segments within Hull.  The segments can then be sent to other systems and updated as they change.

In other words, even though the external systems are not directly reading the data stored within Hull, they can still all work with consistent versions of the data.
CYDigital's insight:

You definitely want to review Hull.

 

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Customer Experience Matrix: Customer Data Platforms Revisited

Customer Experience Matrix: Customer Data Platforms Revisited | The MarTech Digest | Scoop.it

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CYDigital's insight:

If you need an understanding of not only data management platforms, but the management of data within the marketing realm, then this is THE article to read.

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Wunderman’s Data Services Unit Constructs In-House Marketing Hub - AdExchanger

Wunderman’s Data Services Unit Constructs In-House Marketing Hub - AdExchanger | The MarTech Digest | Scoop.it

Excerpt...


KBM Group, a data services business and division of Wunderman, revealed its partnership Wednesday with Provenir, a move designed to improve the predictive targeting capabilities of the former’s IMPACT 360 Customer Engagement Platform.

 

The partnership, the companies hope, will enable brands to consolidate interactions that occur across numerous channels like mobile, social, display and more traditional touches like contact center and search.

 

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CYDigital's insight:

We're going to see more of this, and it is David Raab's prediction of CDP coming to fruition.

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Customer Experience Matrix: LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According To Plan

Customer Experience Matrix: LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According To Plan | The MarTech Digest | Scoop.it

Digest...


Arguably Oracle’s announcement was little more than relabeling of the BlueKai data management platform it purchased in February. But Oracle presented it in terms that make clear it sees a new, central role for data in the marketing technology stack.

 

The key notion is that this consolidated database has its own very high value, apart from the value of any applications that use it. Oracle is supporting this vision by ingesting data from hundreds of partners; doing advanced quality assurance, identity matching, and “signal extraction” from unstructured data (i.e., intent, sentiment, themes, topics, entities, etc.); and providing connectors to dozens of ad targeting, site customization, testing, and analysis systems. It also highlights functions to manage data access rights in compliance with privacy, regulatory, and contractual obligations, something that's also important even though I haven’t given it quite as much attention.

 

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CYDigital's insight:

David Raab has been writing about customer data platforms for about 18 months or so, and it's starting to come to fruition. In retrospect, inevitable. The question from here is: when will predictive be brought into the scene.

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Customer Experience Matrix: 4 Marketing Tech Trends To Watch in 2014 | #TheMarketingAutomationAlert

Customer Experience Matrix: 4 Marketing Tech Trends To Watch in 2014 | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


I'll share below what I think will be most important marketing technology trends of 2014. 

Customer Data Platforms mature.  Systems that build such databases for specialized purposes such as lead enhancement, cross-channel campaign management, retention programs, and advertising audience management will increasingly provide more value to their clients by exposing the databases to other execution systems.

Digital advertising and customer marketing converge.  Data management platforms, which store semi-anonymous cookies for online ad networks, will converge with conventional customer databases, which store profiles tied to actual identities. The advantage will be marketing programs that span both channels, delivering personally targeted information via display advertising and simplifying personalized marketing on mobile platforms that don’t support conventional cookies.

Predictive analytics finally take center stage.  More accessible customer data and broader opportunities to deliver personalized messages will support the long-expected mass deployment of automated predictive analytics tools.

The privacy dog won’t bark. Efforts to limit such tracking through government regulations will not result in significant limitations, at least in the United States.

 

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CYDigital's insight:

Completely agree with Predictive taking center stage, and there will be a significant amount of complaints until all the kinks are worked out.

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Customer Experience Matrix: Customer Data Platform Guide Reviews Tools to Build Marketing Databases | #TheMarketingAutomationAlert

Customer Experience Matrix: Customer Data Platform Guide Reviews Tools to Build Marketing Databases | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


But too few marketers know who the CDP vendors are, what they do, and how they differ. The Guide to Customer Data Platforms is designed to provide this information. If the CDP vendors are tour guides on the path to better data, the CDP Guide is the reviews you read to decide which one you’ll hire. As far as we know, no other study serves this purpose.

Given its goal, the heart of the Guide is the vendor profiles: three to five pages on each vendor, describing capabilities for data management, predictive modeling, marketing campaigns, and message delivery, plus background on the vendor’s technology, clients, company history, and pricing. You’ll want to read those closely when you’re selecting a vendor. But first you’ll have to decide whether a Customer Data Platform is something to consider. Here is some information to help make that judgment.

- CDPs are something new. CDPs are systems that help marketers build and update customer databases, and make those databases available to support marketing programs. That may not sound very new, but most B2B marketing automation products today build very limited databases while most B2C marketing automation products rely entirely on an external data warehouse.

- You still can’t do this at home. CDPs may be tools for marketers, but that doesn’t mean that marketers build the databases themselves. Rather, CDP vendors provide services that build the database with varying degrees of marketer involvement.

- CDPs are an outgrowth of existing system types. Most CDP systems were created for a purpose that happened to require the same database-building capabilities as a CDP.

- Convergence is coming. Even though the CDP vendors started with different applications, their shared abilities for identity matching, database management, analytics, and integration will allow them to support more of the same functions over time.

- Details count. CDP features may eventually converge, but for now the systems differ in many small ways that make a big difference.


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CYDigital's insight:

Raab Associates’ new Guide to Customer Data Platforms is now available (click here to buy).

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Customer Experience Matrix: New Study: Three Types of Customer Data Platform Address Cross-Channel Marketing Needs | #TheMarketingAutomationAlert

Customer Experience Matrix: New Study: Three Types of Customer Data Platform Address Cross-Channel Marketing Needs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


Perhaps the most interesting discovery has been that the CDP vendors cluster into three main groups.

• B2B data enhancement. These build a large reference database of companies and employees, which they match against records imported from their clients. They generally return corrected and enhanced data and lead scores based on models built from the client’s customer files. Their reference databases are built from multiple public, commercial, and proprietary sources, and are assembled using sophisticated matching engines. 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.


• Campaigns. These systems build a multi-source marketing database from the client’s own data and either recommend marketing treatments to execution systems or execute marketing campaigns directly. These are primarily used for consumer marketing although they also have B2B clients.

• Audience management.
These systems build a database of customers and their responses to online display advertisements. They then build models that predict the customers’ probability of responding to future advertisements and provide recommendations for how much to bid and which content to display.

CYDigital's insight:

Obviously, the one that is most intriguing is the first bucket, and its a continual problem for B2B marketers whose marketing foundation is email communications. I'm very curious as to what David Raab has to deliver when describing this bucket in his forthcoming report.


  • See the article at from customerexperiencematrix.blogspot.com
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