Ventana Research Analyst Perspectives

The Transformation of Account-Based Marketing for Revenue Optimization

Posted by Keith Dawson on Sep 29, 2021 3:00:00 AM

Account-based marketing (ABM) serves as a model for how a complex manual activity can be improved and automated. That does not mean it always goes well. ABM is a practice that many B2B marketers swear by, but it can be very difficult to get a technology-enhanced ABM program up and running.

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Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Digital Experience Platform, Conversational Marketing

Reltio Earns Marketing Digital Innovation Award for 2021

Posted by Keith Dawson on Aug 12, 2021 3:00:00 AM

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT.

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Topics: Voice of the Customer, Collaboration, Data Governance, Data Preparation, Information Management, Data, Product Information Management, Digital Marketing, Digital Commerce, blockchain, data lakes, intelligent marketing

Palantir Earns Overall Digital Innovation Award for 2021

Posted by Mark Smith on Aug 4, 2021 3:00:00 AM

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT.

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Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Voice of the Customer, Continuous Planning, embedded analytics, Learning Management, Analytics, Business Intelligence, Collaboration, Data Governance, Data Preparation, Information Management, Internet of Things, Business Planning, Contact Center, Data, Product Information Management, Sales Performance Management, Workforce Management, Financial Performance Management, Price and Revenue Management, Digital Technology, Digital Marketing, Digital Commerce, Operations & Supply Chain, Enterprise Resource Planning, ERP and Continuous Accounting, Revenue, blockchain, natural language processing, data lakes, Total Compensation Management, robotic finance, Predictive Planning, employee experience, candidate engagement, Conversational Computing, Continuous Payroll, AI and Machine Learning, collaborative computing, mobile computing, continuous supply chain, subscription management, agent management, extended reality, intelligent marketing, sales enablement, work experience management, lease and tax accounting, robotic automation

Are DXPs Really Needed in a CX World?

Posted by Keith Dawson on Jul 20, 2021 3:00:00 AM

Customer experience (CX) tools are going through a transition, from piecemeal applications designed to solve narrowly defined problems, to broader suites with integrated functionality. This is occurring along multiple fronts in CX. Software for managing inbound interactions and customer issues is being gathered into CX suites sometimes described as Customer Experience Management (CEM). On the marketing side, the phenomenon is seen in the creation of Digital Experience Platforms (DXPs).

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Topics: Customer Experience, Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing, Conversational Marketing

CX Suites Focus on Managing Customer Experiences

Posted by Keith Dawson on Jul 14, 2021 3:00:00 AM

When we speak of the “customer experience,” we are really referring to the results of a broad spectrum of activities that collectively we describe as a journey or a lifecycle. In the past, how we spoke about customers was largely determined by the limited view of what transpired during short, contact center interactions. Customer experience (CX) evolved as a way to incorporate more facets of behavior into an assessment of the customer’s ultimate value and intent than is possible by looking only at an isolated interaction.

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Topics: Customer Experience, Marketing, Voice of the Customer, Contact Center, Product Information Management, Digital Marketing, Digital Commerce, subscription management, agent management, intelligent marketing, Conversational Marketing