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Customer Experience News & Analysis

5 Ways Analytics Enables Smarter Action

2014-10-October-Action.jpgAnalytics has become the backbone of digital marketing success, and when used correctly, is a fundamental tool for smarter, data-driven marketing. Using analytics effectively means marketers are in a better position to recognize trends, uncover insights and take action such as personalizing content and remarketing in real time.

But the value of data to the business diminishes if it doesn’t enable timely action. That’s the reality that digital marketers face. They’re under increasing pressure to manage the deluge of data, extract real value and take action quickly.

News Bites: Platforms for Brands, Surveys for Sales, Software for Staff

The latest in customizing, strategizing, chatting and digitizing from Paris on the Yarra, The Eureka State and Jamlando.

Salesforce Shifts Focus to Customer Success with Analytics Cloud #DF14

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Salesforce.com will launch a major strategic shift next week from a sales-driven CRM company to one focused on long-term customer success. 

Salesforce CEO Marc Benioff leaked part of the plan last month with a tweet that mentioned plans for an Analytics Cloud, but that is only part of a broader vision. The company, a pioneer in cloud-based software, will announce the new analytics service on Monday. On Tuesday, Benioff will outline how those tools will enable the company's evolution into a "customer success platform," a source close to the company confirmed today.

"We will be announcing the Analytics Cloud at Dreamforce, but that's just one of the new announcements we've got," CMO Lynn Vojvodich said during an interview with Bloomberg TV

Stock Market Makes Room Today for HubSpot $HUBS

Tech companies have spent billions on marketing automation in the last few years. The big guys. The kinda big guys.

More investors can get a piece of the pie now.

HubSpot, the Cambridge, Mass.-based marketing automation provider rivaling the likes of Marketo, Act-On, Pardot and Eloqua, had its IPO today. It's stock was valued $25 a share. HubSpot is coming off its annual conference last month and prior growth announcements. 

The Platinum Rule of Customer Experience

2014-09-September-Golden-Rule.jpgMany of us know the “Golden Rule” -- treat others the way we want to be treated. It’s a philosophy that helps us better relate to one another and to understand how our actions impact those around us. Although the intentions of the “Golden Rule” are noble, this approach carries with it one fatal assumption: that how we would prefer to be treated is how others would also prefer to be treated. For the sake of your customers, let’s propose an upgrade to the “Platinum Rule.”

Apple Pay: Using Its Midas Touch to Reinvent Mobile Payments

2014-09-October-Apple-Buying.jpgWith Apple Pay, Apple is once again doing what it does best: reinventing existing markets, products and business models by delivering a simpler, more stylish and more streamlined user experience. Let's face it: Apple has a knack for making things frictionless and more exciting.

And its ability to market new services and create demand by seducing consumer’s appetite for making things in life easier is a lesson for all marketers. That’s true innovation.

The Best Response to 'What's Our Social Media ROI?' #eMetrics

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Ever get the question? "What's our ROI on social media?"

Now the forehead sweats come. You don't have any dollar sign attached to an answer, so you're screwed.

Maybe not, according to Jeffrey Doak, vice president of social measurement for Team Detroit, a 1,500-staffed agency whose major client is the Ford Motor Co.

Throw a question back at that vicious board member.

"If stakeholder is asking that question of social return-on-investment, I would ask them back, 'What's our social media strategy?'" Doak told CMSWire after his presentation at the eMetrics Conference Wednesday at the Seaport World Trade Center in Boston. "What is it that you're trying to accomplish in social media -- and then I'll tell you what we're getting out of it."

SMBs Going Global with Mobile

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Gone are the days when a company launched locally, slowly expanding into other markets. Today, businesses are thinking globally from the start, thanks to the ever-expanding use of mobile technologies.

BIA/Kelsey’s US SMB Spending Forecast revealed that by 2015 SMBs will allocate 30 percent of their marketing budgets to traditional advertising (down from 52 percent in 2010), with the remaining 70 percent going to digital/online media, performance-based commerce and customer retention business solutions.

Today, TapSense, an independent mobile advertising exchange released its annual eBook: "A Complete Guide to Mobile Marketing 2015" which provides insights, forecasts and advice on what the mobile landscape will look like in 2015. The report covers mobile advertising industry predictions for 2015 in relation to The Internet of Things, mobile payments, real-time bidding, mobile video advertising and businesses using mobile to think globally. 

Adaptive Path's Sale Signals Change for UX

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An era has passed. Many in the user experience (UX) and web development worlds were shocked to hear last week that a small company in San Francisco called Adaptive Path had been acquired by, of all companies, Capital One.

With the announcement, company co-founder Jesse James Garrett -- author of the foundational UX book, "The Elements of User Experience" and now chief creative officer at the company -- assured his community not to worry. While they would be closing the celebrated consulting business that helped kickoff the web 2.0 movement, the cherished events the company produced, including UX Week, UX Intensive and The Service Experience Conference would continue.

Still, you have to wonder. With the acquisition of what is arguably one of the world's foremost UX firms, is UX dead?

What's New in October for Open Source CMS

Wordpress is the biggest name in open source content management systems (CMS), powering more than 47 percent of the entire Internet, according to BuiltWith.

And last month more than 900 WordPress developers, content creators, and users gathered in Sofia, Bulgaria for the largest European WordPress conference to date, WordCamp Europe. The first WordCamp was held last year in Leiden, The Netherlands.

But if you missed it, don't worry. You have other chances to learn about the world's most popular CMS, including a Big Media and Enterprise Wordpress meetup in San Francisco on Nov. 4 at the Automatic Lounge, 132 Hawthorne St. It's open to developers, product managers, and editorial teams who run large, high-traffic WordPress sites. 

Next month, Wordpress is also holding VIP Training Days, its intensive, one-day, in-person training courses led by a team of WordPress.com instructors. The sessions will be held Nov. 4 to 6 in San Francisco and Nov. 11 to 13 in New York City.

The courses are designed for both self-hosted and WordPress.com VIP sites/superusers/developers. Most of the material will focus on core WordPress functionality/features.

What else is new in open source CMS this month?

Conductor Update Targets Digital Marketers #C3NY

Conductor released updates to its web presence management platform Searchlight today — the opening day of its annual C3 Conference in New York City. The updates are designed to help marketers create "more holistic campaigns" and manage "their overall web presence," according to Conductor officials.

Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (08-Oct-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

You're Invited: How Structured Collaboration Delivers Better Business Outcomes

Join CMSWire and ThinkTank on October 21st for a one-hour webinar on new enterprise collaboration strategies.
 

> Register Now

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Social Media: More Powerful Than Mother Nature

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I took my annual holiday in the Adirondacks last month to spend time with Mother Nature at her finest.

Yes, it was incredibly beautiful and, no, I did not disconnect from the grid as I had planned. In fact, I took the time off as an opportunity to upgrade my mobile, Internet and TV services.

Here is my first-hand customer experience story that took me on an omnichannel journey through brick-and-mortar store visits, multiple phone center calls and, ultimately, to the promised land of social media.

3 Rules of Respectful Data-Driven Marketing

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Technology’s recent surge in big data capabilities has also spawned a number of concerns – perhaps most notably the issue of privacy — and whether or not it actually exists.

Most technology executives have similar attitudes on the subject. Google CEO Eric Schmidt remarked, “If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.” Sun Microsystems former CEO Scott McNealy even went as far as saying, "You have zero privacy anyway. Get over it."

Do You Really Want To Do Content Fake Marketing?

The poster children of the latest content marketing craze are Coke and Red Bull. That should be a warning signal in itself.

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