Ventana Research recently announced its 2023 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.
The 2023 Market Agenda for Marketing: Data Takes Center Stage
Posted by
Keith Dawson on Jan 24, 2023 3:00:00 AM
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Topics: Marketing, Product Information Management, Digital Marketing, intelligent marketing, CDP
Planful Acquires for Marketing Performance in Planning Suite
Posted by
Robert Kugel on Oct 19, 2022 3:00:00 AM
Planful recently acquired Plannuh, a marketing-performance management application, to integrate into the Planful platform so that organizations can connect their marketing planning and analysis group with the finance department. There’s the old story of a CEO who said, “I know half my marketing spend is wasted, I just don’t know which half.” Plannuh is designed to answer that question.
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Topics: Marketing Performance Management, Office of Finance, Business Planning, Financial Performance Management, intelligent marketing, digital finance
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.
0 Comments Click here to read/write comments
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
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
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
Customer Data Platforms: Essential for Effective Customer Experience
Posted by
Keith Dawson on Mar 16, 2021 3:00:00 AM
Since customer data platforms (CDP) emerged in the marketplace about five years ago, there has been debate about what roles they fill, especially within customer service organizations. They were originally developed by small software firms to provide marketing teams with a comprehensive view of customer records. Those records could be scattered throughout an organization, siloed by system and department. CDPs were an attempt to shortcut integration processes that are long, expensive and often custom-designed.
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Topics: Customer Experience, Marketing, data artisan, Data Governance, Data Lake, Data Preparation, Data, Information Management (IM), intelligent marketing
The Potential of Marketing in 2021: The Market Agenda
Posted by
Keith Dawson on Feb 27, 2021 5:00:00 AM
Ventana Research recently announced its 2021 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, Digital Marketing, intelligent marketing, Digital Experience Platform, Conversational Marketing
Teradata Vantage CX: The Real Customer Data Platform
Posted by
Keith Dawson on Dec 8, 2020 3:00:00 AM
Teradata is not a name that is commonly associated with the customer experience marketplace, but that is likely to change as customer experience (CX) practitioners wrestle with the problems created by the multiple streams of data thrown off by the many applications and customer touchpoints they have to manage. Teradata’s Vantage CX is a tool for ingesting and managing customer information at great scale, combining the functions of a modern CDP with the analytics that makes customer data actionable.
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Topics: Customer Experience, Marketing, Analytics, Business Intelligence, Contact Center, Data, Digital Marketing, Digital Commerce, AI and Machine Learning, intelligent marketing
Varicent: Symon.AI earns our 13th Digital Innovation Award for Office of Sales
Posted by
Mark Smith on Oct 15, 2020 3:00:00 AM
The annual Ventana Research Digital Innovation Awards showcases advances in the productivity and potential of business applications, as well as technology that contributes significantly to improved efficiency and productivity in the processes and the performance of an organization. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations that advance business and IT.
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Topics: Sales, Marketing, embedded analytics, Analytics, Sales Performance Management, Digital Technology, AI and Machine Learning, intelligent marketing, sales enablement
The Potential of Marketing in 2020: Ventana Research Agenda
Posted by
Mark Smith on Feb 27, 2020 6:00:00 AM
Ventana Research recently announced its 2020 research agenda for marketing, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief Marketing Officers are under pressure to spearhead technology investments that help better align marketing experiences with their brand and to optimize consumer demand for products and services. This challenge is frequently heightened by a lack of centralized data related to customers and products that can help an organization meet operational and analytics needs. Organizations need a marketing data platform that connects applications and services; however, a lack of data science skills has hampered the marketing organization’s full potential.
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Topics: Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing
Dynamic Insights from Research on Finance Analytics
Posted by
Robert Kugel on Sep 19, 2019 8:30:00 AM
By itself, data isn’t useful for business; the application of analytics is necessary to transform data into actionable information. Data analysis of one sort or another has long been a core competence of finance departments, applied to balance sheets, income statements or cash flow statements. Today, however, Finance must go beyond these basics by expanding the scope of the data being examined to include all financial and operational information that can yield actionable insights. Analysis thus should include, for example, data from the systems that manage sales operations, human resources and field service and that data must be available to all departments and applications that need it.
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Topics: Customer Experience, Human Capital Management, Voice of the Customer, embedded analytics, Learning Management, Analytics, Business Intelligence, Collaboration, Data Governance, Data Lake, Data Preparation, Information Management, Internet of Things, Contact Center, Data, Product Information Management, Sales Performance Management, Workforce Management, Financial Performance Management, Price and Revenue Management, Digital Technology, Digital Marketing, Digital Commerce, ERP and Continuous Accounting, blockchain, natural language processing, robotic finance, Predictive Planning, candidate engagement, Intelligent CX, Conversational Computing, Continuous Payroll, AI and Machine Learning, revenue and lease accounting, collaborative computing, mobile computing, Subscription Management, total rewards management, intelligent marketing, intelligent sales
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