Ventana Research Analyst Perspectives

Why We Need a New Definition for CX Software Platforms

Posted by Keith Dawson on Mar 18, 2022 3:00:00 AM

The technology underpinning customer experience (CX) is a hodgepodge of tools that have been developed for niche use cases and then expanded to fill broader roles. Examples include the old (CRM, help desk software and speech analytics) and the new (customer data platforms and conversational AI). This is because CX is a set of very specialized processes that happen in different parts of the enterprise, managed by people who often do not connect with peers handling related processes. Service-related activities are focused in the contact center, personalization and loyalty in marketing departments, and so forth.

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Topics: Customer Experience, Marketing, Marketing Performance Management, Voice of the Customer, Contact Center, Product Information Management, Digital Marketing, agent management, intelligent marketing, Customer Experience Management, Digital Experience Platform, Conversational Marketing, customer service and support

The 2022 Market Agenda for Marketing: A Digital Experience Revolution

Posted by Keith Dawson on Feb 4, 2022 3:00:00 AM

Ventana Research recently announced its 2022 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.

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

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