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Latest Customer Experience News & Articles

How to Make Marketing Analytics Matter

Using Big Data in Marketing Analytics

So marketing analytics are a waste of money, eh? We reported as much this week after seeing results of the CMO Survey by Duke University. It triggered some people to defend marketing analytics and its place in an organization.

Today, we discuss how to make marketing analytics work by using the right tools and generally having the right mindset and approach.

News Bites: DAM Shutterstock, Vizify Yahoo and More

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So much news in just the past week: WebDAM joins Shutterstock, Vizify joins Yahoo, new features come to Evoq Social, an e-commerce package comes to Silverpop and Citrix opens up video for remote support. 

Get More Results with Less Effort in B2B Marketing Automation

Getting More From Less With B2B Marketing AutomationWhy is it that the things we know are good for us are so hard to start? Think exercise, eating right, starting that blog, taking risks. Research from Ascend2 shows marketers find marketing automation one of the most difficult tactics to execute, despite admitting that the more extensively they adopt it, the more success it brings. The “the first step is the hardest” seems to ring true here. The biggest stumbling block? The question, “What will I get for my efforts and how soon?”

G2 Crowd: 'Disrupting' Enterprise Software Reviews

Godard Abel, Matt Gorniak

What do we want to do next? That was the question Matt Gorniak and Godard Abel pondered after their software startup, Big Machines, was sold in 2011 at a valuation of more than $100 million and later bought by Oracle. 

“One of the things that really became evident quickly in our 10-year experience as a vendor is that when you are trying to differentiate software in the marketplace you’re engaging with traditional analysts like Gartner and Forrester,” said Gorniak. “That model is very much based like it’s still the 1980s.”

3 Ways to Turn Anonymous Website Visitors into Leads in Salesforce

Marketing is understandably obsessed with conversion rates: increasing conversions by a few additional percent can make a huge difference to the bottom line. But how can we generate leads from those visitors who didn’t convert on your website? Can your sales team prospect to anonymous visitors once they’ve shown an interest by visiting our website? 

Don't Put Your Audience to Sleep: Why Analytics Presentations Fail

Don't Put Your Audience to Sleep: Why Analytics Presentations FailYou've made your PowerPoint. You've compiled tons of data and examined it from every angle. But as you are presenting, people's eyes glaze over. Why did your presentation fall flat?

I wanted to wade a little deeper into the unpredictable world of presenting analytics data effectively. Last month I discussed four techniques for improving presentations to senior executives. Today, I’m going to share six reasons I see presentations fall off the rails and self-destruct. If you think analytics is more art than science, presenting analytics data is even more so.

A Look at LinkedIn's New Publishing Platform

Linkedin publishing platform

B2B marketers will soon have another way to reach audiences via LinkedIn. The question, though, is when it will launch, who will have access and what it will look like.

LinkedIn has created a new publishing platform for its members, allowing them to essentially blog within LinkedIn and create a following. When members publish a post on LinkedIn, their original content becomes part of their professional profile and is shared with their trusted network, according to a LinkedIn blog post.

LinkedIn members can follow other members that are not in their network and build their own group of followers. 

A caveat: LinkedIn now is only allowing 25,000 members to publish content on LinkedIn through its new platform. "We’ll be steadily expanding the capability to all members in multiple languages over the next few weeks and months to come," according to LinkedIn. You can apply here

What's New in March for Open Source CMS

cms usage statistics

A round of applause for Drupal, please. Drupal is now powering more than one million websites worldwide, reinforcing its ranking as one of the most popular content management systems (CMS) on the planet. 

According to BuiltWith Research, Drupal powers more than 12 percent of the world’s top 100,000 websites as measured by traffic. That's still far behind Wordpress, which runs more than 43 percent of those top 100,000 sites. But it's still a significant feat, according to Holly Ross, executive director of the Drupal Association, the nonprofit organization that supports the Drupal open source project.

Ross is clearly enamored with Drupal. "Every day, we hear stories from all over the world about how Drupal is changing individual lives for the better," she effused in a statement.

Is there is a direct relationship between open source CMS and better lives? We'll let you make your own decision about that. And as you ponder the question, read on for more news from the world of free and open source CMS. And remember: everyone with FOSS CMS news should drop us a line so we can include you in our next monthly column.

Digging Inside Oracle's Acquisition Strategy

customer experience, Digging Inside Oracle's Acquisition Strategy

Oracle’s latest acquisitions show it believes Software-as-a-Service (SaaS) is for real, that CRM is a major growth space and that it must strengthen its cloud-based applications, analysts told CMSWire.

In December, Oracle, one year after it announced its $871 million buy of marketing automation company Eloqua, announced plans to acquire marketing cloud player Responsys for $1.5 billion

And last month, Oracle, led by CEO Larry Ellison (pictured left) scooped up marketing technology specialist BlueKai for what some say is an estimated $350 million to $400 million deal. 

“The big picture is they clearly see an opportunity to establish themselves as a major force in two places,” said Tim Jennings, chief IT analyst who covers Oracle for Ovum Research. “On a macro level, it’s the broad customer experience space, and specifically, the marketing world.”

3 Ways Marketing Can Increase Revenue From Big Data

How can marketing departments leverage big data to help their organizations increase revenue? Quite simply, by preparing sales to lead with buyer's concerns rather than waiting for the buyers to ask questions. Big data systems use new mathematical models to quickly extract and deliver usable business information from the ocean of data that’s created every second. The insights garnered from this data can help your company identify buyer concerns and structure your value propositions around those concerns.

The Internet of Things Will Reinvent Real Time Marketing

When a lot of people talk about real time marketing, brands like Oreo come to mind — brands that have had success in reacting quickly to external events. One of the most popular examples is when the lights went out in last year’s Super Bowl and Oreo quickly tweeted a “You can still dunk in the dark” image.

While that type of quick reaction time and cleverness is great and certainly boosts brand awareness, relying only on the current events approach to real time marketing is unreliable and not necessarily beneficial in the long term. What’s ultimately more impressive —  and results in bigger returns — is the ability to succeed in real time customer communication.

Does Your Trade Show Booth Attract Enough Attention?

customer experience, Are You Standing Out at Your Trade Show Booth?

The No. 1 trade show booth at a convention I attended in Dallas in 2008 featured guys with a Nintendo Wii. Back then, the Wii was the rage, and so was this company.

You had to reveal your contacts to get a crack at Wii bowling, if I recall. People were gutter-balling it badly, by the way, but undoubtedly were rewarded with some follow-up email promos.

The company stood out then. Now? Wii is sooo six years ago.

How are you making your marketing stand out at events? It was the subject of a B2B marketing LinkedIn exchange, and CMSWire talked to two of the marketers.

Best in Show: Winning with Brand Excellence

Tales of Westminster: Winning with Brand ExcellenceDog lovers everywhere look forward to the Westminster Kennel Club Dog Show. This year the show was a little different. For the first time, all dogs — purebred and mixed breeds — competed in a new Masters Agility Championship. This competition can offer some important lessons for those who pursue brand excellence.

Salesforce Opens Data Centers to Reach 'Internet of Customers'

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You’ve probably heard about the Internet of Things. But what about the Internet of Customers? Salesforce apparently has: It plans to open three new data centers in Europe later this year to support — you guessed it —  the Internet of Customers. 

Spend Time Where it Counts with Predictive Analytics

Spend Time Where it Counts with Predictive AnalyticsThere's a whole new world of marketing out there folks. The old ways of reaching prospects and reeling in customers are no longer enough. TV, radio, print and even internet ads are the price of admission for companies trying to reach and engage customers. Successful marketing professionals now have to contend with social media of many different forms, in-app mobile advertising, and community development and management.

Forget the Channel: Just Focus on the Customer #BRITEconf

David Rogers at BRITE '14

Be customer experience focused and channel agnostic. Solve problems. Keep trying to make the customer experience better. Recognize that the boundaries between the physical and digital have blurred.

Disrupt or be disrupted.

Those are some of the key messages from the BRITE '14 Conference at Columbia University in New York City. Now in its seventh year, the two-day event is sponsored by Columbia's Center on Global Brand Leadership.

It brings together more than 500 thought leaders from media and business to discuss the ways innovation and technology are transforming the ways we build great brands. Keynote speakers included David Rogers (shown above), faculty director of Columbia's Executive Education programs on Digital Marketing Strategy and founder and executive director of the conference.

Microsoft Wants to Change Business Culture, Technology #CONV14

Microsoft is running two big conferences at the same time. The SharePoint 2014 conference began in Las Vegas yesterday, while Dynamics Convergence kicks off today in Atlanta with a keynote from Kirill Tatarinov, executive vice president of Microsoft Business Solutions. According to the pre-conference notes, this year will all be about customer views and developing top customer experiences.

5 Reasons Hardware Still Matters

information management, Five Reasons Hardware Still Matters Today

It's a software world, after all.

But the fact is that hardware still matters. In an app-driven, SaaS-based world, businesses still can't pass over or ignore hardware.

CMSWire talked with Tim Williams, director of product management for Absolute Software, who discusses with us five reasons hardware should still be on your business radar:

Rackspace Emphasizes Digital Marketing Infrastructure

Companies deploying digital marketing capabilities have the technology experts. And they have those who specialize in customer engagement.

On the surface, that's two "very different" disciplines, said Gerardo Dada, product marketing leader for open cloud provider Rackspace Hosting.

Rackspace wants to merge those two worlds and today announced the launch of a new practice focusing on digital marketing infrastructure needs, Rackspace Digital. The hybrid cloud platform, Rackspace said, will help marketers engage with customers via websites, portal/extranets, mobile apps or online stores.

Having an "online presence" is for marketers "becoming more important than ever," Dada told CMSWire.

The Digital Marketing Disconnect

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Spending time as analysts do — closely watching the vision that digital marketing vendors extoll to their customers — it is difficult at times not to be caught up in the art of the possible. Watching demonstrations of customer interactions that cross desktop and mobile, SMS and email, and digital campaigns that effortlessly meet goals with barely a moment of manual intervention, can make for compelling viewing.