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Customer Experience Management (CXM) Articles

Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (16-Apr-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.)

7 Key Features of Customer Community Platforms
Understand the benefits of customer communities, assess your readiness, and choose the right community platform.
> Download the Guide

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5 Minutes with Forrester's Melissa Parrish

Thumbnail image for 2014-10-April-Melissa-Parrish.jpgMaybe it's a phone on a bus, or a tablet in a store or the laptop on your coffee table. Maybe you're wearing it on your wrist or over your eyes. Whatever it is, it knows who you are, where you are and the best way to reach you at any moment.

That may seem a little creepy until you consider you bought those devices to get helpful information, and in order to help you, they need to know the who-where-when-why of what you're all about. Of course, marketers want that info, too.

In the parlance of Melissa Parrish, this makes you "addressable," and it's transforming the very nature of marketing. About half of US online adults are now "always addressable," she says, and the number is rising oh-so rapidly.

Twitter Gets Its Grip on Gnip

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Twitter has just announced that it is buying social data harvester Gnip, but it hasn’t explained how it intends to make money on the back of the deal.

Neither has it explained how Gnip will sit with Twitter once the deal has closed, nor indeed, what is likely to happen in the future.

Maybe it’s a bit premature to be looking for answers to questions like those given that the deal was only announced this morning, but details about how this will unfold over the coming months are so scanty that you’d almost think Twitter doesn’t really know how it is going to incorporate Gnip into the fold. It hasn’t even disclosed how much it paid.

Adobe: IBM's Silverpop Deal Could Trigger 'Nightmare'

customer experience, Adobe Calls IBM's Silverpop Acquisition a 'Nightmare'

IBM’s acquisition of Silverpop will create “headaches” for marketers using Big Blue platforms because of “silo problems” that will lead to a potentially expensive “integration nightmare,” according to a top official at Adobe, a leading competitor.

Suresh Vittal, vice president of marketing strategy for Adobe’s Digital Marketing business, told CMSWire that IBM, which typically sells to CIOs, is trying to hand marketing to IT.

“This acquisition feels like an attempt to fix the failings in the Unica acquisition: namely email and cross-channel execution,” Vittal said. “We think Silverpop is a partial answer that creates significant overlap problems for both Unica and Silverpop clients.”

Manage Ad Hoc Analytics Requests Before They Bog You Down

Five Ways to Decrease Ad Hoc Analytics RequestsIn my first job as a web analyst in the late ‘90s, I worked in an IT department of a large telecommunications company. The analytics team consisted of me and another person who was part time. We worked out a pretty good process of providing standardized reporting to about 40 marketers, content editors and executives on a monthly basis.

This system would work great until our manager would stop by one of our cubes with a time-consuming, ad hoc request that would throw off our timing and perfectly tuned schedule.  The requests weren't necessarily difficult -- like running a geolocation visit report based on a specific date range -- they just came at inopportune times and would throw our schedule off. We called these random requests “drive bys.”

Finding Revenue in the Marketing Automation Minefield

Technology without the right strategy just means we do more of the wrong things faster.

That's what Dr. Natalie Petouhoff, vice president and principal analyst at Constellation Research, has learned working closely with chief marketing officers.

"Software has the potential to create and drive revenue when it’s attached to the right strategy," Petouhoff told CMSWire shortly after she and Constellation released this month "Data-Driven Marketing Campaign Optimization." (Snapshot).

Marketers can navigate through the minefields of data and software, Petouhoff said, by enlisting the help of tech-savvy colleagues, keeping a close eye on competitors and by managing the omnichannel world by knowing your customers' preferences.

Dream On Salesforce, SAP Prez Unimpressed by Your Threats

Dream On Salesforce, SAP Prez Unimpressed by Your ThreatsSAP is too classy to laugh at Salesforce president Keith Block’s pretentious remarks, as he runs from city to city saying things like “You’re going down SAP.”

“It's great that Salesforce.com has aspirations to be bigger than SAP,” said Steve Lucas, president, SAP Platform Solutions. “But ultimately we don't care what competitors think, we only care about what our customers and partners think and how to make them successful.”

“If we stick to that,” added Lucas, “we will win.” 

This Week: Hackers Take Over B2B Site + Game-Changer for Big Data

No One's Safe From Hackers
A distributed denial-of-service (DDoS) attack employed an apparently unprecedented technique to cause thousands of online video viewers to unwittingly bombard a B2B e-commerce website with junk traffic.

Marketing Tips by the Bay
Marketo was in San Francisco for the Marketing Nation Summit to tout its customer experience platform and discuss making emails more human among other topics. Meanwhile, Forrester swooped into the Bay Area and stressed that marketing campaigns are dead.

SharePoint's Mobile Challenges
While changes to Office don't equate changes to SharePoint, the iPad launch spurred on a broader discussion amongst critics of the faults with SharePoint's mobile collaboration capabilities.

Content Catch-up in Mobile Enterprise
As companies work to extract value from mobile disruption, delivering a consistent experience across devices as their biggest challenge.

Office 365 Moving Essentials
Making the case to move to Office 365? These 10 talking points should help you explain your recommendations to management.

Top 7 Success Factors for Optimizing Customer Experience
Improve your marketing efficiency and realize the complete benefits of optimizing customer experience.
Download White Paper

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Was IBM's Hand Forced by Industry to Acquire Silverpop?

2014-11-April-Money-320.jpgWhat does IBM’s acquisition of marketing automation email provider Silverpop do for Big Blue? 

Depends on who you ask.

It’s either a strategic move that harmoniously boosts Big Blue’s digital marketing platform.

Or, perhaps, it’s an acquisition IBM had to make because everyone else is adding software capabilities in the digital marketing era.

A Beginner's Guide to Responsive Web Design

Responsive web design emerged in 2010 as an option for businesses scrambling to deliver their websites across multiple devices. Though the approach is not new, some businesses still don't know what responsive web design entails and what value it provides. Here's a developer's introduction to the basics.

News Bites: Google Smart Lists, Contact Center Tips, & More

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And now, the news. Google gets Smart Lists, Sysomos integrates with Clarabridge, Bulldog gets Boosted, and 3CLogic goes 5.0.

Also in the headlines: multichannel contact centers get tips, addresses get corrected, reps need to know what they need to know, and Clari offers a new mobile sales productivity platform.

The Network Approach to Location-Based Services

Location-Based Services Benefit Consumers and BusinessA shopper in a department store decides to buy an expensive handbag. But when she hands her credit card to a sales associate to swipe, the shopper’s bank detects the purchase is for a suspiciously high amount. The shopper’s mobile service provider immediately initiates a request to verify the card user’s mobile location. This information is in turn shared with the card company’s fraud engine and the transaction is cleared to be processed -- all without ever inconveniencing the shopper.

This scenario is just one example of how location-based services can help consumers -- in this case, by balancing fraud protection with convenience. When consumers don’t have to endure the embarrassment and annoyance of having their card unnecessarily declined, merchants benefit because sales aren't lost, and sales associates don’t have to go through the stress of dealing with an irate customer.

Oracle Launches Enhanced Mobile Cloud Access

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Sales force automation (SFA) and user experience management have pitted Oracle and Salesforce against each other with Marketo snapping at their heels. All three have been piling the pressure on with new releases and announcements as they battle to dominate the market.

Yesterday, at its Collaborate annual conference for the Oracle application and technology community, Oracle added some major enhancements to its CPQ Cloud. It also announced a number of upgrades to it sales cloud that are focused principally on making SFA more mobile.

Netbiscuits Offers Free Mobile Analytics and Device Detection

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You're a marketer building a mobile strategy. What are absolute crucial data points you must have?

"Insight into the customer, their preferences and behavior," Anthony Payne, director of global product marketing at London-based mobile analytics provider Netbiscuits, told CMSWire. "Decisions around the mobile strategy are based primarily on guesswork, which is not that way businesses should build their mobile strategy given the complexity of the market."

Netbiscuits says it can help marketers reconnect with prospects using mobile devices with a free version of its mobile analytics tools and device detection software. The free enterprise-grade versions of its platform aim to arm marketers and developers with the technology to build customer engagement profiles and execute mobile web experiences.

In Latest Marketing Acquisition, IBM Scoops Up Silverpop

An enterprise giant needed targeted marketing software to build its portfolio and acquired a smaller company that has it. Shocked? Neither are we.

IBM became the latest big fish to scoop up a respected player in the digital marketing software world today as it announced its acquisition of Silverpop.

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