Expertiential Design
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Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert

Customer Experience Matrix: Understanding Relationships Within the Marketing Technology Landscape | #TheMarketingTechAlert | Expertiential Design | Scoop.it

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Scott Brinker, a.k.a. chiefmartec*, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. As Scott modestly writes, his classes present “a semblance of meaningful structure” with Internet and Infrastructure providing the foundations, Marketing Backbone platforms (major channel systems) managing most interactions, Marketing Middleware (including Customer Data Platforms) providing a connective layer, and Marketing Experiences and Marketing Operations systems offering specialized capabilities.

 

Showing the actual connections between system pairs has another advantage: it lets you represent the architecture as a formal graph, meaning you can compare architectures using standard graph analysis techniques. Even just counting the connections gives a useful measure of relative complexity.

The diagrams above illustrate this nicely: the top picture shows the same architecture as before, which has 14 system-to-system connections (out of 28 possible pairs, another useful metric, even though some wouldn't make much sense). The bottom picture shows the same systems with everything connecting through a central database: now there are only eight connections and several missing system-to-system links have been provided automatically. If you want a crude approximation of how much a central database reduces complexity (and hence cost), this is good place to start.


Via marketingIO
Michael Allenberg's insight:

Study this one intimately and then design your User/Customer Experiences!

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marketingIO's curator insight, January 14, 2014 9:59 PM

That captures it, although it runs up against our grain to think of things as stacks.

erika rosenthal's curator insight, January 15, 2014 9:57 AM

This is a superb diagram of systems working together and their interlaced intricacies. I am seeing so much about content marketing on the web (beyond this article which was well done) and am concerned that the emphasis may to too high on that one segment of marketing, content. There is also the creation of assets, the vehicles in which content flows, which have a presence where the customers may be looking. There's channel management, how much of the budgeting mix and time is devoted to each channel of communication, and let's not forget the creative part of marketing and the research and analysis that makes sense from otherwise chaos and drives business decisions. Utilizing all these tools enables the marketer to optimize the budget and build customer loyalty in the process. Hats off to Scott Martec who took a step in the right direction to create form and explain cross functional interdependencies. 

Jason Hack's curator insight, January 20, 2014 3:13 AM
The Internet has created a medium that allows even the smallest of business to effectively market their services or products online. One industry that has seen great success in utilizes the Internet for marketing is the travel industry. Generating leads, creating excitement for travel and booking trips are only a few of the unique marketing opportunities that travel professionals can take advantage of. Travel Internet marketing is a growing field and one that all travel agents and industry professionals should take advantage of. With the net being free-for-all, there are a lot of potential threats out there and business owners should be conscious of this and plan accordingly. Before you begin looking for someone to help write the perfect internet marketing strategy, take a look at the look at a few of the disadvantages below. The first step is, obviously, a well designed website. Traditional travel marketing relied on glossy advertisements to generate excitement and leads. A well designed website takes the concept of the advertisements to the next level. A website filled with pictures, videos, articles, reviews and information is the perfect resource for anyone considering booking a trip. For this reason, travel professional are encourage to work with a Internet Marketing expert for all their website content needs. The cost of Internet marketing may seem steep, but when you consider the long term results of a strategy created by professionals, there is no better investment that a business owner can make. The results are undeniable and produce: ongoing growth and website notoriety, increased visitor counts and high conversion rates. Site owners wanting plans for Crazy Clickbank Cash advertising will always be seeking new and ingenious marketing methods. Not surprisingly, all business site owners want their ideas and efforts to get more internet traffic and increased revenue. Unfortunately, online marketing methods can be extremely costly, but you’ll find advertising and marketing ideas and methods that don’t cost a large amount of. You’ll find great marketing strategies and ideas that may get a sizeable degree of site traffic and revenue.
Expertiential Design
The art of designing engaging and meaningful user experiences for customer development.
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Brainstorming Is Dumb

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How to Support Design Decisions Through Iterative Testing | Creative Cloud blog by Adobe

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This adapted RITE method allows for testing and reiterating to be completed in just a couple of days, empowering designers to conduct tests in every sprint. By running tests on small components every two or three weeks, UX designers can align themselves to the development schedule and push design improvements faster.
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The New Rules of Form Design | UX Booth

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Many executives in big companies attained their positions by excelling at getting things done. Unfortunately, a bias for doing rather than thinking can leave these executives ill-equipped for their new roles.

 


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Kenneth Mikkelsen's curator insight, August 26, 7:26 AM

A company becomes big by finding a successful business model — and then scaling it massively. This necessitates building a finely tuned system with highly standardized processes. To get promoted in such an environment requires an almost singular focus on execution. In other words, it requires action more than thinking. However, once executives are promoted to a senior level, these new business leaders must be able to think strategically. Ironically, the very skills in execution that led to their promotions often make these executives ill-equipped for their new roles, since their strategy thinking muscles have withered from disuse.

 

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David Ednie's curator insight, August 15, 7:33 AM

Always use Divergent Thinking before Convergent Thinking

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Nicely done synthesis of the four conceptual models.
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How Mobile Has Redefined the Consumer Decision Journey for Shoppers

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A shopper's smartphone is now their go-to assistant and advisor. Here are the consumer trends shaping retail and why they matter.

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Russ Merz, Ph.D.'s curator insight, July 25, 1:59 PM
Do you know how mobile capabilities have reshaped the multichannel shopping experiences of consumers? See this new Think With Google article for details.