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

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

Blockchains Come in Different Shapes and Sizes

Posted by Robert Kugel on May 27, 2018 11:29:12 PM

Blockchains are attractive because their built-in security and trust factors make them useful for almost all business interactions involving organizations and individuals. Blockchains have two basic functions. One is as a method for handling transactions involving property such as land deeds, trademarks or other assets. The second involves exchanges of data such as identities of individuals or businesses, the location of an object at a point in time or weather conditions. All interactions involving property or assets include the transfer of data as well, of course, but some blockchain use cases are informational only.

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Topics: Big Data, Data Science, Mobile, Marketing Performance Management, Office of Finance, business intelligence, Analytics, Cloud Computing, Data Governance, Data Integration, Data Preparation, Internet of Things, Digital Technology, Digital Marketing, Digital Commerce, Operations & Supply Chain