Jahia unveiled its Marketing Factory at its annual user conference in Paris today.
Describing it as a “killer app” for marketers, Clement Egger, senior VP of product marketing at Jahia, demonstrated how it can be used to perform quantitative and performance analysis of customer actions.
He stressed that what sets this product apart from its competitors is its ease of use, noting that it takes only a few clicks to drill down to any one of a number of customer behaviors.
Taking the stage on the second day of JahiaOne, Egger said, “Online marketers are in pain, and current tools are not helping them."
Track, Follow and Personalize
Marketing Factory provides an accessible way to track and follow customers and provide truly personalized profiles, he explained.
The information is generated from real time analysis and avoids estimates based on poorly understood, vague and inaccurate analysis of customer behaviors, he said.
At least some attendees were as enthusiastic as Egger about the release.
Jahia, a Geneva, Switzerland-based open source content management system (CMS) vendor, has been promoting Marketing Factory as a digital marketing personalization and optimization engine. It's designed to help digital marketing teams collect, analyze and adapt to their digital customers’ expectations and behavior, without help from their IT teams.
Getting insights with the help of the IT department is a tricky task. While many marketing suites make that boast, users complain that it is often difficult in practice to integrate applications and combine information from various channels. At present, Egger claimed:
- Only 22 percent of analytics apps are used to understand customer behavior on websites
- Only 12 percent of enterprises use them to improve websites or website content
- 73 percent of organizations judge website success on the basis of website visitor traffic
- 77 percent use multiple analytics applications that are not connected to goals
Online marketing tools are generally complex, expensive, require extensive integration, lack agility and provide fragmented data that lacks context. Those are the problems Marketing Factory wants to address.
For all the talk about personalization, Egger argued that it doesn’t really exist yet.
He cited the example of a department store that emailed him after he had bought a number of items, offering him discounts on those same items. A really personalized experience, he said, would have provided the discount before the purchase.
“With very few exceptions [in many enterprises], online marketing is in its very early stages,” he said.
Marketing Factory claims it give marketers customer data they can use right now by centralizing and using customer-generated data. However, the insights will not come at the cost of the customers’ privacy, he said.
- Enables marketers to work on one or several sites at the same time
- Caters to marketing teams in different geographies to provide more comprehensive views
- Aggregates information from different channels and environments to provide deeper insights
It lets marketers easily create a variety of customer goals — from directing them to landing pages to encouraging them to download documents.
Egger described Marketing Factory as a marketing toolbox that creates 360° views of customers and their actions, lets them set up KPIs without having to go to IT, and offers them real time insights. He stressed that this product is not simply an enhanced version of Digital Factory, Jahia’s Web Experience Management platform.
Marketing Factory stands on its own merits and can be used anywhere in the enterprise, he added.
Following the Marketing Factory news, Jahia CEO Elie Auvray talked about the company's commitment to Ethical Web Experience Management — harvesting customer information with a guarantee of customer privacy.
With this in mind, Jahia is contributing a reference implementation for a standard protocol for the exchange of customer data between web servers to the Apache Foundation as an incubator project. The goal is to enable digital marketers get close to their customers, use customer information, but ensure that that information remains private.
The fundamental principle behind it, Auvray said, is to offer marketers digital marketing tools that are more open and transparent. Without this, he said, it will not be possible to increase customer tracking or expand digital marketing initiatives.
The project will allow software vendors, brands, organizations and communities to use an open source community-enriched engine to collect and share user context data.
Jahia initiated a standardization process with the OASIS (Organization for the Advancement of Structured Information Standards) consortium in early April after working on the process for 18 months. The goal of this is to launch an open source community project at the Apache foundation that is being called the Unomi project. The source code for Unomi is already available on Github under the Apache license.
Simpler Media Group, 2015