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1、MARTECH INTELLIGENCE REPORTENTERPRISECUSTOMERORCHESTRATIONPLATFORMSJOURNEYA MARKETERS GUIDE 2022 Third Door Media,Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideScope and methodology.2Customer journey orchestration market over
2、view.3Figure 1:Gartners depiction of the customer journey.3More devices and touchpoints obscure customers journeys.4Figure 2:Technological advancements have led to high customer expectations.4Figure 3:Consumers expect the“new normal”use ofdigital technologies to continue post-pandemic.5Figure 4:Harv
3、ard Business Review authors Ranjay Gulati and James B.Oldroyd describe the journey companies take to become customer-focused.6The customer journey orchestration vendor marketplace.7What defines customer journey orchestration?.7CJO tool capabilities.9Data gathering.9Table 1:Interactions from which CJ
4、O vendors gather data.9Table 2:The speed at which data is gathered from various touch points.10 Customer journey visualization .10Data analysis.11Real-time interaction management.11Table 3:Channels available for activation by CJO vendors.11Choosing a CJO tool .12The benefits of using CJO tools.12Pri
5、cing .12Recommended steps to making an informed purchase.13Step One:Do you need a CJO tool?.13Step Two:Identify and contact appropriate vendors.14Step Three:Scheduling the demo.14Step Four:Check references,negotiate a contract.15Conclusion.16Vendor profiles.17Adobe Customer Journey Optimizer .17Alte
6、rian.20Cheetah Digital.24CSG.27Emarsys.30inQuba.32Iterable.35Pointillist by Genesys.37Salesforce.40SAS.43Thunderhead by Medallia.47Treasure Data.50Table of ContentsMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide 2022 Third Door Media,Inc.2 https:/mar
7、tech.orgScope and methodologyThis report examines the market for customer journey orchestration(CJO)platforms and the considerations involved in implementing CJO software.It answers the following questions:Why do companies adopt CJO software?What are the key elements of successful CJO strategies?Wha
8、t capabilities do CJO tools provide?Who are the leading players in CJO software?How much does CJO software cost?What should we ask ourselves and vendors before we adopt CJO software?For the purposes of this report,customer journey orchestration software lets marketers connect real-time data from acr
9、oss channels,touchpoints and systems,allowing users to gain insights into the customer journey.CJO software also enables marketers to act upon those insights frequently aided by artificial intelligence personalizing content in real-time.Whether targeting an individual customer or aggregated audience
10、s,the goal is to meet the prospects needs and move them down the funnel toward a purchase.The vendors profiled in this report are representative of the choices available;this is not a comprehensive list of CJO tool vendors.This report is not a recommendation of any CJO solution or company and is not
11、 meant to be an endorsement of any particular product,service or vendor.This report will help you decide if implementing CJO is appropriate for your organization.The report explores CJO market growth and trends,the key elements of successful CJO strategies,CJO tool capabilities and recommended steps
12、 for making an informed purchase decision.The terms marketing performance management“tools”,“solutions”,“platforms”and“applications”are used interchangeably in this report.This report was prepared by conducting in-depth interviews with leading vendors and industry experts.These interviews took place
13、 in May and June of 2022.These sources,in addition to third-party research,form the basis for this report.Editorial Adviser:Kim Davis,Editorial Director,MarTech,Third Door MediaResearch/Writing/Editing:Pamela Parker,Research Director,Third Door MediaSusan Kuchinskas,Freelance Researcher and WriterLi
14、fetime Value:Engagement Score:$24,870HighSALEInsights and trends from 6,000 marketers and over two trillion outbound marketing communications.Lauren BoyleLowell,MASee how theyre driving results.Real-time engagement.More productive workflows.Marketers are making every moment count to drive success no
15、w.From the insights of 6,000 marketers to 2 trillion+outbound moments worldwide,uncover marketings top six trends in our 8th State of Marketing Report.Get the report for free at the report87%of marketerssay they provide greater value now than last year.2022 Third Door Media,Inc.3 https:/martech.orgM
16、ARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTo ensure that customers and prospects have the ideal interactions with their brands at every touchpoint,marketers first need in-depth information about the journey buyers navigate on their way to making
17、a purchase,as well as how they interact post-purchase.Customer journey orchestration market overviewBusinesses today understand they need to be customer-focused in their marketing and their other operations.To ensure that customers and prospects have the ideal interactions with their brands at every
18、 touchpoint,marketers first need in-depth information about the journey buyers navigate on their way to making a purchase,as well as how they interact post-purchase.In addition,businesses must understand what customers and prospects are trying to achieve and how existing touchpoints are falling shor
19、t so that they can address shortcomings.The entire business should be organized around the delivery of exceptional experiences,according to Accenture Interactive.Those experiences should respond to customers“new,often unmet and frequently changing needs and enable them to achieve their desired outco
20、mes.”Great customer experiences are easier to imagine than to actually understand and deliver.Thats why tools that help marketers analyze the customer journey and act on the insights gained-customer journey orchestration(CJO)software-are finding a spot in businesses technology stacks.Interest in the
21、se solutions is driven in part by the complexity of the modern customer journey,a result of the proliferation of devices and customer touchpoints,as well as evolving consumer attitudes and behavior.Meanwhile,marketers struggle to meet customers expectations of a unified brand presence and experience
22、 across all of those touchpoints.More broadly,businesses are recognizing that adequate customer experiences are becoming table stakes,making it more difficult to achieve differentiation that drives business success.Figure 1:Gartners depiction of the customer journeyLoveDefend Demonstrate Rate Share
23、RecommendBuyAdvocatePurchaseOwnReceive Onboard UseDeepenDiscover Need Aware Evaluate SelectSource:Gartner 2022 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideOn average,globally,each person will have 3.6 netwo
24、rked devices by 2023.At the same time,the disruptions brought about by the COVID-19 pandemic have resulted in businesses renewing their appreciation for existing customers,spurring attention on the latter stages of the journey with an eye toward fostering relationships that yield recurring revenue.C
25、JO tools are designed to include touchpoints like interactions with customer success representatives,who often deliver the experience supporting those long-term relationships.Lets explore these phenomena in more detail.More devices and touchpoints obscure customers journeysThese days,the average per
26、son accesses the internet on several devices.Cisco forecasts that the number of devices connected to IP networks globally will expand to more than three times the global population by 2023.On average,globally,each person will have 3.6 networked devices by 2023,says Cisco.The number of devices per pe
27、rson is likely to be higher in more developed geographies.With all these devices,people often shift back and forth depending on the task at hand and their surroundings.Customers turn to an average of nine channels to browse product inventory,look for advice and make purchases,according to Salesforce
28、s“State of the Connected Customer”report.Email,phone,in-person engagement,online chat and mobile apps are the five most popular methods of connecting with businesses.Seventy-four percent of customers surveyed used multiple channels to start and complete a transaction.At each of these touchpoints,cus
29、tomers expect to have consistent experiences-they want to be recognized and understood,and they want offers and interactions to be personalized to their needs.Technological breakthroughs in artificial intelligence and other areas have enabled businesses to deliver personalized,high-value experiences
30、 in near real-time,raising customers expectations for every brand they engage with.Figure 2:Technological advancements have led to high customer expectations76%54%74%Customers expect connected journeys52%Customers expect to be understoodExpect consistentinteractions across departmentsSay it generall
31、yfeels like sales,service and marketing teams dont share infoHave used multiplechannels to startand completea purchaseExpect offers toalways be personalized66%66%68%37%Expect companiesto understandtheir unique needsand expectationsSay they are generally treated like numbersExpect brands to demonstra
32、te empathySay brands generally demonstrateempathySource:“State of the Connected Customer,”4th Edition,by Salesforce.No More Personas.Get Real Profiles,Powered by Unified Data.What you thought you knew about your customers can change quickly.You need up-to-the-minute,complete customer data to build r
33、eal profiles,know what they need,and how they like to engage.Trusted by:Let the Treasure Data enterprise Customer Data Platform(CDP)help you:Efficiently find andacquire customersImprove campaign performance with holistic dataConnect digital and in-person touchpoints Personalize customer journeys at
34、scaleEnsure privacy and consent Build brand loyalty with AI-driven insightsRead real-world success 2022 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTypical investments in customer experience(CX)arent delive
35、ring the dividends they once were because good experiences have become more commonplace.Most customers-both consumers and business buyers-have interacted online for many years,which means they have a bank of experiences to draw upon when evaluating new interactions.They know what an online check-out
36、 should be like;they have researched business purchases;they have gone through the process of signing up for a new bank account online,etc.So merely adequate experiences arent enough to differentiate one brand from another.The COVID-19 pandemic raised the stakes.More people became accustomed to conv
37、eniences like buy-online pick-up-in-store or curbside deliveries from restaurants and retail locations.Eighty-eight percent of customers expect companies to accelerate digital initiatives as a result of COVID,with 69%of those surveyed expecting new ways to get existing products and services and 54%b
38、elieving businesses should offer entirely new products and services,the“State of the Connected Customer”report found.Forrester Research calls it the“most frenzied phase of innovation”consumer-facing businesses have ever experienced,in a report aptly titled“Vast,Fast and Relentless,”warning brands th
39、at“customers wont let you rest anytime soon.”Typical investments in customer experience(CX)arent delivering the dividends they once were because good experiences have become more commonplace,according to Accenture.The companys surveys of business leaders revealed that four out of five brands(85%)say
40、 their investments in CX are languishing.Figure 3:Consumers expect the“new normal”use of digital technologies to continue post-pandemicStrongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree36%30%66%30%33%63%The COVID-19pandemic hasincreased myappreciation for we
41、ll-designedtechnologyAfter the COVID-19pandemic,I believeI will use digitaltechnologies morethan I did prior tothe outbreakSource:Deloitte Global Marketing Trends Consumer Pulse SurveyTo break through and engender customer loyalty,businesses must develop a deeper understanding of their customers jou
42、rneys,as well as the motivations and values that drive them to engage.Critically,the customer journey doesnt end with the purchase,so users experience with products and customer service interactions affect the lifetime value of that customer.Additionally,experiences all through the buying and owning
43、 stages of the journey impact whether that customer goes on to become an advocate for the brand who wins over new customers.Few marketers are successfully satisfying customers in all phases of their relationship.A full thirty-one percent of marketers surveyed by Gartner said they end their journey m
44、aps with the purchase,the lead acquisition,the initial transaction or the delivery of the product or service.2022 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideA journey map that focuses merely on the purchas
45、e funnel,and not the entire end-to-end customer journey,is not a CX journey map.“A journey map that focuses merely on the purchase funnel,and not the entire end-to-end customer journey,is not a CX journey map,”said Augie Ray,VP and analyst with Gartners Marketing practice.“Those sorts of journey map
46、s may assist with efforts to build awareness,inbound traffic and acquisition,but they cannot uncover the opportunities that influence customer satisfaction,loyalty and long-term advocacy.”Achieving all this is a tall order,and the critical first step is adopting something like a customer journey orc
47、hestration(CJO)platform that unifies real-time data across channels,touchpoints and systems-so marketers and the AIs working for them can perform the analysis necessary to gain insights before later applying that knowledge to improve the customer journey.In a Harvard Business Review article titled“T
48、he Quest for Customer Focus,”authors Ranjay Gulati and James B.Oldroyd describe the steps an organization must take to become truly customer-focused.Customer journey orchestration software requires and facilitates all four of these stages-“Communal Coordination,”“Serial Coordination,”“Symbiotic Coor
49、dination”and“Integral Coordination”(see Figure 4).Figure 4:Harvard Business Review authors Ranjay Gulati and James B.Oldroyd describe the journey companies take to become customer-focusedUnderstanding the Customer Focus JourneySTAGE 1Communal CoordinationSTAGE 2Serial CoordinationSTAGE 3Symbiotic Co
50、ordinationSTAGE 4Integral CoordinationThe primary organizational objectiveCollation of informationGaining insight into customers from past behaviorDeveloping an understanding of likely future behaviorReal-time response to customers needsThe coordination requirementCommunal coordination between a neu
51、tral information owner and the sources of customer informationSerial coordination between the neutral collator of information,analytics experts and line organizationsSymbiotic coordination between the neutral collator of information,analytics experts and line organizationsIntegral coordination among
52、 all of the companys employees across divisions,geographies and other boundariesThe locus of leadership Corporate strategy leaders and information technologyCorporate strategy leaders,the neutral entity that collates information(Such at IT),analytics experts and marketingCorporate leaders,customer s
53、egment managers and/or pivots that move information vertically and horizontally within the organizationCorporate leaders across-business integratorsSource:Harvard Business Review article“The Quest for Customer Focus,”April 2005 2022 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPOR
54、T:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideThe phrase“customer journey”has been a part of the digital marketing dialogue for years,which may contribute to the lack of clarity around what exactly customer journey orchestration is,and what it isnt.The customer journey orche
55、stration vendor marketplaceCustomer journey orchestration isnt as precisely defined as other marketing technology categories.Its a fairly new niche,and vendors are coming at it from different angles.Some players have newly-architected solutions specifically targeted at meeting this particular need.O
56、thers are building upon expertise in other channels,such as call analytics or customer intelligence,by evolving through development or acquisitions.A third category,which includes Salesforce and Adobe,are enterprise application providers with established customer bases that have been adding customer
57、 journey analytics and orchestration functionality to their offerings.Industry-watchers expect to see additional entries from pure-play start-ups,as well as the repositioning of vendors in adjacent categories such as customer data platforms,marketing analytics and real-time interaction management(RT
58、IM).The past year has seen some significant developments.Some of the larger pure-play entities became parts of a larger organization.Thunderhead was acquired by Medallia in February of 2022 for an undisclosed amount,adding to Medallias capabilities for gathering and acting upon customer intelligence
59、 to improve the experience.In a similar vein was Qualtrics purchase of both Usermind and Clarabridge in July of 2021.Both of these newly-formed combinations marry the acquirers customer listening tools such as voice-of-the-customer offerings with the acquirees capabilities to enable marketers to act
60、 on those insights.Those werent the only examples.In February of 2022,Cheetah Digital completed its merger with CM Group the parent of Campaign Monitor,Liveclicker and Emma,among other martech companies.Similarly,Kitewheel became part of CSG in July of 2021,helping the company build out its customer
61、 experience offerings after its May 2020 acquisition of Tekzenit.Meanwhile,Pointillist,along with Exceed.ai,were acquired by Genesys in December of 2021,while SharpSpring was purchased by Constant Contact in June of 2021 for$240M.Venture funding hasnt been quite as active as M&A recently,though the
62、dollar amounts being invested are significant.Treasure Data closed a$234M funding round in November of 2021 and Iterable took in$200M in a Series E round in June of 2021,while inQuba brought in an undisclosed amount from Knife Capital and Rand Merchant Bank in December of 2020.What defines customer
63、journey orchestration?The phrase“customer journey”has been a part of the digital marketing dialogue for years,which may contribute to the lack of clarity around what exactly customer journey orchestration is,and what it isnt.The following core areas have emerged as critical to getting an actionable
64、picture of the customer journey and taking action to improve it.A customer-focused,outside-in-from the customers point of view-approach,rather than a product-,department-or company-led approach.A viewpoint that starts with acquisition but spans the ownership and advocacy aspects of the customer jour
65、ney.Data from all channels,including in-store interactions and phone calls,as well as from all business units.Real-time,or close to real-time,data,both inbound(gathered via customer interactions across channels)and outbound(immediate tailoring of the next-best-action based on the data).Artificial in
66、telligence and machine learning applied to analyzing the customer journey and delivering insights on the next best action.2022 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideWith multiple devices,a variety of
67、channels and many different paths to purchase,customers are in charge of their individual buying journeys.The following section discusses each of these elements in more detail.Customer-focused,outside-in approach.Marketers may have an“ideal customer journey”in mind,but a true customer journey analyt
68、ics approach acknowledges that todays customers expect a great deal of flexibility to tailor interactions with businesses to their own preferences.With multiple devices,a variety of channels and many different paths to purchase,customers are in charge of their individual buying journeys.Everyones jo
69、urney may be slightly different.Therefore its important that marketers look at things from the customers point of view,rather than sticking to a potentially outdated preconception of how people come to make a purchase.A focus on the lifetime value of the customer.Instead of focusing solely on the aw
70、areness,interest,consideration,intent,evaluation and purchase stages-aka the“classic marketing funnel”of the buyer experience-customer journey orchestration aims to nurture the relationship between the customer and the brand beyond ownership and into repeat purchases and brand advocacy.Cross-channel
71、 data.To achieve this big picture view of the customer journey,marketers must be able to bring in data across every customer touchpoint,whether its led by marketing or not.This includes data from call centers,chatbots,in-store interactions and more.Real-time or close to real-time data.The simplest g
72、oal of customer journey orchestration practitioners is to identify and eliminate roadblocks hindering customers.But the ultimate goal is much more ambitious to deliver contextually-relevant experiences to customers at their preferred touchpoints.To do this,they need to be able to gather data in real
73、-time and respond in real time.Artificial intelligence and machine learning.Developing insights,determining what the next-best action should be for a particular customer,and setting that experience in motion are unlikely to occur in real-time without the benefit of artificial intelligence and machin
74、e learning.Making use of those technologies is key to customer journey orchestration.2022 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCJO tool capabilities A new generation of purpose-built tools has arisen
75、 for customer journey analytics and orchestration applications,while more established players have augmented their enterprise-level offerings with capabilities to facilitate this kind of analysis.As consolidation continues,some players are adding CJO to their customer intelligence offerings.Others a
76、re starting with CDP capabilities which makes sense since these platforms are also cross-channel.Their capabilities go beyond marketing to customer service and even product development.The majority of vendors profiled in this report offer one or more of the following capabilities to give marketers a
77、n understanding of the customer journey:Data gathering from a wide variety of channels and touchpoints.Analysis,including continual testing,using artificial intelligence and machine learning.Customer journey visualization.The ability to activate data from customer interactions,in real-time,personali
78、zing everything from display ad campaigns to chatbot conversations to website pages.Data gatheringThe utility of CJO is directly related to what percentage of the entire customer journey is collected and available for analysis.Because consumer behavior is changing so rapidly,its difficult to anticip
79、ate emerging buying patterns-so having a comprehensive view of interactions is critical for getting a handle on what your customers are encountering along their path to purchase.Vendors we profile in this report gather data from a wide variety of sources including display advertising,streaming video
80、 platforms,call centers and chatbots.(see Table 1).Table 1:Interactions from which CJO vendors gather data VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purchase DataLinear TV adsOnline form SubmissionsChat SessionsPhone CallsEmail InteractionsAlterianPPNNNPPNNNNIterableN/AN/ANNN/ANN/AN
81、NN/ANSASNNNNNNNNNNNCheetahPPNNPNPNPPNThunderheadPNNNPN,PPNNNNCSGPNNNNNPNNNNGenesysPPPPPN,PPN,PNNN,PinQubaPNNNPNPNNNNSalesforceNPNNNNPNNPNTreasure DataNNNNN/APN/APNNN*Third Door Media was unable to obtain data from Adobe and Emarsys.Legend:N=available natively,P=available through a partnership,N,P=av
82、ailable both natively and through a partnership,N/A=not availableSource:Third Door Media,Inc.The utility of CJO is directly related to what percentage of the entire customer journey is collected and available for analysis.2022 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Ent
83、erprise Customer Journey Orchestration Platforms:A Marketers GuideCustomer journey visualizationBecause todays customer journeys are so complex,its challenging to create visual representations that are easily understood and actionable.The vendors profiled in this report use a variety of visualizatio
84、n techniques and allow users to look at data from multiple angles and at different depths.This functionality is particularly important for users who need to leverage this data to advocate for changes,as visualizations can be very convincing storytelling tools.Additionally,for a solution to provide v
85、alue beyond marketing(in customer service,product development,etc.)visualizations must be flexible enough to serve a variety of use cases.Table 2:The speed at which data is gathered from various touch points VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purchase DataLinear TV adsOnline
86、form SubmissionsChat SessionsPhone CallsEmail InteractionsAlterianReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as intera
87、ctions occurHourly batchReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurIterableN/AN/AReal-time instantly as interactions occurReal-time instantly as interactions occurN/AVia hourly ba
88、tch processingN/AReal-time instantly as interactions occurReal-time instantly as interactions occurN/AReal-time instantly as interactions occurSASReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interact
89、ions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurChe
90、etahReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time
91、 instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurThunderheadReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time i
92、nstantly as interactions occurReal-time instantly as interactions occurVia daily batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occ
93、urCSGReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch processingBatch processing less frequently than dailyReal-time instantly a
94、s interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurGenesysVia daily batch processingVia daily batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch
95、processingVia hourly batch processingVia daily batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurinQubaReal-time instantly as interactions occurReal-time instantly as int
96、eractions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occ
97、urReal-time instantly as interactions occurReal-time instantly as interactions occurSalesforceReal-time instantly as interactions occurOtherReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch processingN/AReal-tim
98、e instantly as interactions occurReal-time instantly as interactions occurN/AReal-time instantly as interactions occurTreasure DataVia hourly batch processingVia hourly batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurN/AVia hourly batch processingN/A
99、Via hourly batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occur*Third Door Media was unable to obtain data from Adobe and Emarsys.Source:Third Door Media,Inc.Some vendors aggregate data in real-time,while others o
100、ffer batch processing hourly or daily.(See Table 2.)2022 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideBringing together hundreds and thousands of interactions and making sense of them is the magic of CJO.An
101、d its where we are seeing a lot of interest and investment.Data analysisBringing together hundreds and thousands of interactions and making sense of them is the magic of CJO.And its where we are seeing a lot of interest and investment.The vast amount of data involved makes this problem ideal for the
102、 use of artificial intelligence and machine learning.Technologies for sentiment analysis are often a part of this element,as well,since applying these techniques to customer communications-emails,call center transcripts,chatbot conversations-can provide valuable insights into the customers mindset.I
103、mportantly,data analysis includes continual testing of new approaches to driving customer conversations forward,so programs dont get stuck delivering next-best actions that are based on outdated behaviors.Though todays tools are able to deliver insights,predictions and suggestions for next-best acti
104、ons,we expect this area to see significant advancement.Real-time interaction managementNaturally,identifying the next best action works best when youre in a position to execute on the insights derived.The vendors we profile in this report offer orchestration functionality through integrations with a
105、 multitude of martech applications,including content management,marketing automation,demand-side platforms,etc.(See Table 3.)Table 3:Channels available for activation by CJO vendors VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTLinear TV adsOnline form SubmissionsChat SessionsPhone CallsEmail I
106、nteractionsAlterianPPNNPPNPPNIterableNNNNNNNNPNSASPPNNPPNPPNCheetahPPNNPPNPPNThunderheadPPPPPPPPPPCSGPPNNPPPNNPGenesysPPNNPPNPPPinQubaNPNNNPNNPNSalesforcePPPPN/AN/APPPPTreasure DataNNNNN/AN/APNPN*Third Door Media was unable to obtain data from Adobe and Emarsys.Legend:N=available natively,P=availabl
107、e through a partnership,N,P=available both natively and through a partnership,N/A=not availableSource:Third Door Media,Inc.2022 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideAt its most basic level,customer
108、journey orchestration can enable businesses to identify roadblocks that are preventing prospects from making purchases,thereby improving return on marketing investment.Choosing a CJO toolThe benefits of using CJO toolsAdopting a platform that gathers,visualizes,analyzes and acts upon data across all
109、 of your customer touchpoints can yield significant benefits,including:Improved alignment among business units.Committing to customer journey analytics and orchestration requires that every business function-marketing,sales,customer service,product development-contribute data on the points where the
110、y touch the customer throughout the life cycle.This knowledge sharing and coordination,as well as the insights gained by doing so,can help align the various business units by giving them a common view of the customer and allowing them to agree to overarching goals.Increased revenue.At its most basic
111、 level,customer journey orchestration can enable businesses to identify roadblocks that are preventing prospects from making purchases,thereby improving return on marketing investment.More broadly,however,truly understanding your customer and focusing on providing them with what theyre seeking for t
112、he duration of your relationship can pay dividends for the longer term,resulting in cross-sells,up-sells,repeat purchases and brand advocacy.More agile marketing and operations.The rapid changes in social and purchase behavior brought about by the COVID pandemic served as a lesson to many business l
113、eaders,hammering home the importance of listening to customers and prospects in real-time.The data and insights gathered through practices like customer journey orchestration allow businesses to more quickly pivot to respond to customer needs as the environment changes.A better relationship with you
114、r customer.Some of the biggest trends to emerge from the COVID pandemic have nothing to do with illness or even working from home.All of the shake-ups to our normal routines,as well as the re-examination prompted by social movements like Black Lives Matter,have customers looking for a different type
115、 of relationship with the businesses they patronize.This is manifesting in two ways.Multiple surveys indicate that customers are seeking businesses that understand them-that empathize with their needs.One in four respondents to a Deloitte global consumer survey strongly agreed that they walked away
116、from brands they believe acted in self-interest.“Simultaneously,more than 70%agreed that they valued the digital innovations that deepened their connection with others during COVID-19,”Deloittes 2021 Global Marketing Trends report said.Additionally,customers are increasingly turning to businesses wh
117、ose values align with their own,such as those that commit to addressing systemic racism and inequality.Though customer journey orchestration solutions cant make a business more human,empathetic or socially conscious,they can help businesses understand their customers values and concerns.They can als
118、o help them express that understanding when they interact with customers.PricingBecause of the different types of companies offering customer journey orchestration software,pricing models vary significantly.Some offer flat-rate pricing,while others may charge per interaction,per-activation,based on
119、the number of customers or on some combination of these factors.The number of data sources accessed,the number of users(seat licenses),as well as data storage costs,may also factor into pricing.Often,vendors offer additional functionality(and charge more)for add-ons,so make sure you know whether the
120、 application you need is part of the base package.2022 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide Implementing a customer journey analytics program can provide many benefits,but its critical that you ref
121、lect on what you want to achieve with this investment.Recommended steps to making an informed purchaseUnderstanding your current business processes,knowing how to measure success and being able to identify where you are looking for improvements,are all critical pieces of the CJO tool decision-making
122、 process.The following section outlines four steps to help your organization begin that process and choose the tool or platform that is the right fit for your business needs and goals.Step One:Do you need a CJO tool?Deciding whether or not your company needs a CJO tool calls for the same evaluative
123、steps involved in any software adoption,including a comprehensive self-assessment of your organizations business needs,staff capabilities,management support and financial resources.Use the following questions as a guideline to determine the answers.Have we identified our goals for CJO?Implementing a
124、 customer journey analytics program can provide many benefits,but its critical that you reflect on what you want to achieve with this investment.Do you want to optimize your marketing spend?Are you seeking to improve customer lifetime value?Does your organization have a culture that ensures all of t
125、he relevant departments will support CJO and contribute siloed data as necessary?The success of a customer journey orchestration depends on participation from all touchpoints marketing,sales,customer service,etc.Does your organization have a culture that will support participation?Do we have C-suite
126、 buy-in?Adopting customer journey analytics,as mentioned above,requires the cooperation of multiple departments within the organization.Therefore,having a C-suite advocate that can help establish the program as a priority across departments,is critical for success.Who will“own”CJO?Marketing,sales,pr
127、oduct and customer service must all contribute,and all can benefit,but youll need to decide who is leading the charge.Can we invest in organizational training?Many of the benefits of customer journey analytics can only be realized through shifting the way businesses think about their customers-by ad
128、opting a customer-first focus.Changing perspectives throughout the business may require training and education,as well as long-term changes in processes.Have we established KPIs and put a system in place for tracking,measuring and reporting results?Once youve established your goals and communicated
129、them throughout the organization,youll need to decide on the metrics that are most important to your efforts and monitor your progress in achieving them.You may consider doing a proof-of-concept with low-hanging fruit to demonstrate the benefits of the approach to various stakeholders.2022 Third Doo
130、r Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideSpeak to your marketing peers at industry events to find out who is using which tool and why.Step Two:Identify and contact appropriate vendorsOnce you have determined tha
131、t CJO software makes sense for your business,spend time researching individual vendors and their capabilities by doing the following:Make a list of all the customer-journey orchestration capabilities you currently have,those that you would like to have and those that you cant live without.This last
132、category is critical and will help you avoid making a costly mistake.For example,if you seek to harness the data coming from your call center,make sure to ask vendors about their capabilities in this area,and their ability to perform sentiment analysis on the conversations happening in that channel.
133、Take your list of capabilities and then do some research.Speak to your marketing peers at industry events to find out who is using which tool and why.Many of the vendors profiled in this report provide whitepapers and interactive tools that can help.The MarTech(https:/martech.org)website is a great
134、resource for advice and information on vendors.Narrow your list to those vendors that meet your criteria.Submit your list of the critical capabilities youve identified,and set a timeframe for them to reply.Decide whether or not you need to engage in a formal RFI/RFP process.This is an individual pre
135、ference.If you run a formal process,be sure to give the same list of capabilities to each vendor to facilitate an apples-to-apples comparison.The most effective RFPs only request relevant information and provide ample information about your brand and its needs.It should reflect high-level strategic
136、goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your CJO efforts.Include details about timelines and the existing martech systems you have deployed.When written properly,an RFP will facilitate the sales process and ensure that everyone in
137、volved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list down to three or four solutions that youll want to demo.Step Three:Scheduling the demoSet up demos with your sho
138、rt list of vendors within a relatively short time frame after receiving the RFP responses.Make sure that all potential internal users are on the demo call,and pay attention to the following:4 How easy is the tool to use?4 Does the vendor seem to understand our business and our marketing needs?4 Are
139、they showing us our“must-have”features?Other questions to ask each vendor depending on the type of services they provide include:Data gathering4 Does the solution integrate with the systems you currently use to store customer data?4 What type of machine learning and/or artificial intelligence does t
140、he tool use?4 Are we able to choose different models and tune them to our own needs?4 Can we segment and view customers by multiple criteria?4 Can the tool identify anonymous interactions and match them to the correct profile?4 Does the tool allow us to reconcile data from all of the channels in whi
141、ch we interact with customers?4 Is the solution GDPR and CCPA compliant?2022 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideBefore deciding on a particular vendor,take the time to speak with several customer
142、references,preferably someone in a business similar to yours.Reporting4 Does the solution provide real-time analytics?4 What do the reports look like and how can they be customized?4 Does the tool use artificial intelligence and machine learning?How?4 Is sentiment analysis of relevant customer inter
143、actions available?4 What types of insights are surfaced through analysis and what recommendations does the tool make proactively?Real-time interaction management4 How does the tool natively orchestrate interactions or integrate with the systems we use(i.e.display ad management,content management sys
144、tems)?4 How is data exchanged?Are real-time or near real-time personalized or segmented campaigns feasible?Training and customer support4 How much training will we need to use the software,and what kind of training is available?4 What level of customer support do you offer,and when is it available(i
145、.e.,24/7 vs.8/5)?4 What is the turnaround time for support queries/tickets?4 Do you provide professional services or support for our transition?4 What new features are you considering?4 Whats the long-term product roadmap and launch dates?Step Four:Check references,negotiate a contractBefore decidin
146、g on a particular vendor,take the time to speak with several customer references,preferably someone in a business similar to yours.The CJO tool vendor should be able to supply you with references if you cannot identify them yourself.Use this opportunity to ask any additional questions,and to find ou
147、t more about any questions that werent answered during the demo.Make sure that the person youve been referred to is someone who is a primary user of the solution.Consider also asking these basic questions:4 Why did you move to a CJO tool?4 Why did you select this tool over others?4 Has this tool liv
148、ed up to your expectations?4 How long did the system take to implement?4 Who was involved in the implementation?4 Are you also using additional tools for data analysis or to execute on insights gained through CJO?4 Were there any surprises that you wish youd known about beforehand?4 Where have you s
149、een the most success?The biggest challenges?4 How are you measuring your own success?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any down time?4 What is the most useful,actionable(favorite)report the solution generates?4 Wh
150、at do you wish they did differently?4 Why would you recommend this tool?2022 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideMost vendors require an annual contract.Once youve selected a vendor,be sure to get
151、in writing a list of what technology and support are covered in the contract.Ask about what kinds of additional fees might come up.Are there charges for custom integrations,if so,how much?What is the hourly charge for engineering services,and is there a minimum?What partner organizations are availab
152、le to install and integrate the tool?If you need to train a new hire mid-year,what will that cost?What is the“out”clause?Obtaining the answers up front and having them in writing will ensure fewer surprises or additional costs down the road.ConclusionAs the world emerges from the COVID pandemic,one
153、lasting legacy will be business leaders understanding of how quickly things can change.Those leaders have seen first-hand the advantages that can be reaped by businesses that are in tune with their customers and pivot quickly to meet their needs.Given that customers journeys to purchase and beyond a
154、re growing increasingly complex due to a seemingly ever-increasing number of devices,channels and options,businesses are seeking software solutions to help them get a handle on what customers are experiencing.Central to these solutions,given the sheer volume of data available from customer touchpoin
155、ts,is the employment of advanced technologies like artificial intelligence,machine learning and sentiment analysis.Visual representations of the journeys are also critical,especially when users need to make a case for changes within the organization.Additionally,the ability to gather data and act up
156、on insights in near real-time gives businesses the opportunity to deliver next-best-actions and further the customer conversation.Truly taking advantage of the opportunities involves a shift in perspective and,often,a restructuring of organizations and processes,but the benefits of doing so are subs
157、tantial.Customer journey orchestration solutions,supported with organizational buy-in and resources,can provide the insights and capabilities necessary to meet and exceed customer expectations in these rapidly-changing times.nAs the world emerges from the COVID pandemic,one lasting legacy will be bu
158、siness leaders understanding of how quickly things can change.2022 Third Door Media,Inc.17 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget customerEnterprises and mid-market businesses.Company overview Founded i
159、n 1982.28,000+employees total.Went public in 1986 with the ticker symbol ADBE(NASDAQ).Adobe believes creativity empowers transformation personally,professionally and across all industries.Product overviewAdobe Journey Optimizer,which is natively built on the Adobe Experience Platform,lets marketers
160、manage inbound customer engagement and outbound omnichannel campaigns in email,push and in-app messaging via a cloud-native application.The software resides within Adobes customer journey portfolio along with Adobe Target,Adobe Campaign and Adobe Marketo Engage.Use cases Unifying data by connecting
161、and standardizing customer data and resolving identity.Sending personalized messages based on the unified customer profile and segmentation available within the platform.Utilizing intelligent offer decisioning to select the next-best offer based on real-time customer behavior.Designing email and mob
162、ile messages using a variety of templates and a drag and drop interface.Delivering email,push and in-app messages to engage customers.Improving content velocity with a digital asset management solution Adobe Experience Manager Assets Essential-that connects the sources of content directly to media c
163、hannels.Integrating with other Adobe Experience Cloud applications to extend functionality,such as Experience Manager Assets,Real-time Customer Data Platform,Analytics,Journey Analytics,Target and more.Data analysis Journey Optimizer features a limited version of the capabilities offered in the Adob
164、e Real-time Customer Data Platform,collecting data about customer behavior,unifying it,resolving the identity of customers and prospects,also enabling the creation of segments.TheDatasetsworkspace in Adobe Journey Optimizer user interface allows marketers to explore data and create datasets.Adobe Ex
165、perience Platform ingests data from a variety of sources to help brands better understand the behavior of their customers.Typical sources include enterprise data sources,including the Experience Platform customers own web and mobile applications,CRMand enterprise applications,cloud-based storage and
166、 other Adobe applications.While Adobe Journey Optimizer does not require any other application to function,purchase of other applications such as Adobe Real-time Customer Data Platform or Customer Journey Analytics will unlock additional complementary capabilities.Adobe Customer Journey Optimizer345
167、 Park AvenueSan Jose,CA 95110-2704T:408-536-6000https:/ customersNot disclosedKey executives Shantanu Narayen,Chairman,President and Chief Executive OfficerAbhay Parasnis,Chief Technol-ogy Officer and EVP,Strategy and GrowthAnil Chakravarthy,EVP and GM,Digital Experience Amit Ahuja,VP,Experience Clo
168、ud,Platform&Products,Digital Experience 2022 Third Door Media,Inc.18 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTesting,orchestration and automation Features a central location enabling the creation and management
169、 of offers for multiple channels.These include promotions,discounts,loyalty notices,cross-sales and up-sales.Decision engine,which is available in the Ultimate package,applies business rules,as well as AI and ML,for eligibility,frequency,ranking and capping to select the right offer for each unique
170、customer.Experience Platform Intelligent Services can be applied throughout applications for decisioning around customers,journeys,content and attribution.Offer decisioning integrates with email and mobile to send relevant personalized offers.Users can build multi-step journeys for targeted audience
171、s,journey entry events,triggers for actions,actions and channel messages.Marketers use a drag and drop interface to design journeys,sending updates based on real-time customer or business interactions.Analytics and reporting Adobe Journey Optimizer has built-in journey measurement and engagement rep
172、orting.For customers looking for more advanced analytics use cases,Adobe Customer Journey Analytics will provide the additional insights and omnichannel analysis.Within Journey Optimizer,brands can apply centralized decisioning and incorporate artificial intelligence and machine learning to surface
173、predictive insights throughout the customer experience,giving marketers insights to automate decisions and optimize the experience.Live report dashboards,which detail journeys,campaigns,landing pages and subscription lists,allow marketers to measure and visualize in real time the impact and performa
174、nce of journeys and messages.Reporting dashboards can be modified by resizing or removing widgets.Tabs available within journeys include:Journey allows marketers to see the path of targeted profiles through the journey,such as the number of profiles that entered the journey,the number of profiles th
175、at exited the journey,the number of individual journeys that werent successfully executed,the events and actions executed over the last 24 hours.Email lets marketers view information related to email deliveries,including number of sends,number of deliveries,bounces,errors,opens,clicks,unsubscribes a
176、nd spam complaints.The offers statistics widgets measure the total number of sends,the number of times the offer was opened and the number of times an offer was clicked on.Push details the information related to push deliveries in the journey,including sends,deliveries,bounces,errors,opens,actions a
177、nd engagements.SMS shows the number of user profiles that qualify as targets for the delivery,those excluded,sends,deliveries,opens,clicks,bounces and errors.In addition toreal-time reportsand built-inglobal reporting capabilities,Journey Optimizer can automatically send journey performance data to
178、Adobe Experience Platform so it can be combined with other data for analysis purposes.Interactive Query Editor allows users to write,validate,and run queries for customer experience data within the Adobe Journey Optimizer user interface.Query Editor supports developing queries for analysis and data
179、exploration,also allowing users to run interactive queries for development purposes as well as non-interactive queries to populatedatasets.Adobe Customer Journey Optimizer345 Park AvenueSan Jose,CA 95110-2704T:408-536-6000https:/ 2022 Third Door Media,Inc.19 https:/martech.orgVENDOR PROFILESMARTECH
180、INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCollaboration and workflow Integrates with Workfront for real-time tracking of progress toward business goals,enabling teams to see how their work supports those goals.Privacy and data security All data in trans
181、it between Experience Platform and any external component is conducted over secure,encrypted connections using HTTPS TLS v1.2.All data at-rest is encrypted by the cloud service provider.Customer data in Adobe Experience Platform is logically isolated across customers.Third-party integrations Integra
182、tes natively with other Adobe Experience Platform software packages.Third-party APIs enable customers to integrate other business applications with Adobe Journey Optimizer to trigger custom actions.Through the Adobe Experience Platform Exchange,users can access hundreds of pre-built plug-ins to inte
183、grate with a wide variety of software types.Pricing and support Pricing for Adobe Journey Optimizer scales based on the sophistication of use cases being addressed and the number of customer profiles actively engaged through the software.Journey Optimizer is offered in three packages.Select includes
184、 all standard features.Prime adds streaming segmentation and real-time journey orchestration.Ultimate includes all Prime features plus offers decisioning.Add-ons are available for additional ad-hoc query users,messages,profile richness,sandboxes,Burst Push messaging,Deliverability Essentials and Del
185、iverability Plus.Adobe partners with a number of integration providers certified to assist customers with onboarding and set-up.Adobe provides support via a ticketing system,in addition to online documentation,tutorials and a community forum.Adobe Customer Journey Optimizer345 Park AvenueSan Jose,CA
186、 95110-2704T:408-536-6000https:/ 2022 Third Door Media,Inc.20 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Medium-to enterprise-sized businesses primarily in:Financial services Utilities Retail/eComm
187、erce Travel Manufacturing Sporting Not-for-profit Company overview Founded in 1997 60 employees Alterian is a software publisher of real-time customer journey analytics and orchestration solutions,implemented by more than 180 companies.The software helps them visualize their own customers journeys a
188、cross multiple touchpoints,identify points of friction along the customers path,and understand how the customers experience in real time is impacting business metrics.Alterian has offices in Denver,Bristol and Sydney.Product overview Alterians Real-time CX platform uses artificial intelligence and m
189、achine learning to let customer-experience professionals take action and orchestrate personalized customer experiences to drive customer and business outcomes in a SaaS solution.The no/low code user interface lets users visualize customer journeys in user-friendly dashboards.They can identify points
190、 of friction and drop-off that negatively impact customer experience.Through its journey orchestration capabilities,Real-time CX leverages AI path prediction and machine learning modeling from millions of customer journey interactions.It lets businesses deliver in-the-moment personalization and serv
191、e customers a next best action.Use cases Increase revenue and conversions Visualize the paths customers take as they engage in a purchase journey across any channel and identify where they drop off or experience friction.In visualizing these friction points,users can co-create orchestrations designe
192、d to re-engage lost customers or deliver optimized,frictionless journeys to increase conversions and revenue.Reduce costs Through AI analysis and modeling,businesses can identify customers undertaking an account payment journey that exhibit a high propensity to switch from a low-cost channel such as
193、 digital experience to a high-cost channel such as the call center.By predicting their behavior,the system can then deliver a personalized experience at that moment to help deter a channel switch and enable the customer to complete payment digitally.This reduces the volume of customers engaging with
194、 high-cost channels and reduces costs.Drive CSAT/NPS and retention Analytics unifies customer data from all input sources to identify customers before they engage in a cancelation journey.For example,a customer may log in to an account seeking to cancel,get frustrated during the process,and transiti
195、on to a call center.All available information about the customer and their current experience can be delivered to the service rep,along with recommended Alterian1550 Larimer Street,Suite 105Denver,CO Key customers Iberdrola USAMitsubishi MotorsWestpacThe Wine SocietyChildFundKey executives Bob Hale,
196、Chief Executive OfficerAlex Thompson,Vice President of Product StrategyNathan Lamos,Growth ExecutiveHelen Fee,General Manager,APAC 2022 Third Door Media,Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guidenext best
197、actions,so the rep can,with context,choose which action is the most appropriate in order to increase the likelihood of positive retention outcomes.Data analysis Real-time CX receives and sends data,faster than 100 miliseconds,in streams and batches to other solutions as structured and unstructured d
198、ata,joining customer activity and metadata for a view of each individual journey and where each individual sits inside a journey.Customer Experience ID(CXID)links cross-channel journeys.As individuals interact across channels,the CXID combines identity data and identifies matches in real time,buildi
199、ng a progressive profile that persists with the customer over time and identifying where they sit within a journey.The AI and machine learning decision engine suggests next best actions by:Predicting future behavior and visualizing five journey steps ahead.Discovering journey patterns to categorize
200、journey types at scale so next best actions can be recommended across common journey paths.Journey Friction shows common friction points in journeys that enable orchestrated next-best-action resolutions.The Journey Analytics engine feed of event data combines point-in-time and attribute data to dril
201、l into behavior as it occurs;its used to suggest next best action.Simulation lets users run historical journey data through new rules to test hypotheses and their outcomes.Testing capabilities Real-time CX has native testing capabilities to run a/b/n test,tests against control groups,and multi-armed
202、 bandit(MAB),continually testing against business and customer goals.The platform can automatically promote the best journey experiences based on test outcomes.The platform supports running journey decision logic in multiple phases,typically:Design,Test and Production.Within this structure,the user
203、has the ability to pipe anonymized,real-time production journey data through to journey decision logic into the test phase to simulate behavior in production and see the impact that their changes will have on the customer experience and KPIs.Orchestration and automation Real-time CX has built-in orc
204、hestration capabilities.Core functionality enables the automated identification of which journey(s)a customer takes,adjusting in real time as journey signals are received.Decisions on how to orchestrate and prioritize journeys are based on a mix of user-derived business logic,AI and machine learning
205、 and real-time and historical data identifying customers to understand how they transact,interact and feel.Real-time journey signals,historic and learned customer data profiles are used by logic created in Journey Rules and AI decisions to determine the next best actions for customers.This triggers
206、rule decisions and task creation from operational systems such as CRM.Journey playbooks contain a library of common customer journeys,such as payment friction or customer services next best action,providing a library of pre-built rules and workflows that a user can implement.This helps users avoid c
207、reating a workflow from scratch and saves time when customizing a playbook to the unique needs of their customers.Alterian1550 Larimer Street,Suite 105Denver,CO 2022 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platfor
208、ms:A Marketers GuideOrchestration and automation Real-time CX has built-in orchestration capabilities.Core functionality enables the automated identification of which journey(s)a customer takes,adjusting in real time as journey signals are received.Decisions on how to orchestrate and prioritize jour
209、neys are based on a mix of user-derived business logic,AI and machine learning and real-time and historical data identifying customers to understand how they transact,interact and feel.Real-time journey signals,historic and learned customer data profiles are used by logic created in Journey Rules an
210、d AI decisions to determine the next best actions for customers.This triggers rule decisions and task creation from operational systems such as CRM.Journey playbooks contain a library of common customer journeys,such as payment friction or customer services next best action,providing a library of pr
211、e-built rules and workflows that a user can implement.This helps users avoid creating a workflow from scratch and saves time when customizing a playbook to the unique needs of their customers.Alterian solutions are primarily suited to B2C businesses,as well as B2B businesses across a variety of vert
212、icals including:Financial services Utilities Retail/eCommerce Travel Manufacturing Sporting/gaming Not-for-profitAnalytics and reporting Real-time event data is fed constantly into the Journey Analytics engine for interactive analytics.Journeys are visualized graphically in Dashboards,Opportunity Ma
213、trix and Journey Analytics.Visuals include:Sankey,Chord,Pie,Chart,BoxWhisker,Maps and Bubble views.Multiple filters,orientations,and views are available in an easy-to-use user interface.Customer attribute,sentiment and satisfaction data can be imported or captured and used across these reports.Analy
214、sis of data can be viewed across single or multiple interactions by time,segment,or initiative.Advanced stream queries show instant results.A side-by-side view helps display insight such as activity between time periods.Specific dashboards designed for different user types show relevant key informat
215、ion graphically including Cost/Return,CSAT/NPS,Journey Steps,Engagement Score,Journey Time and Rework.Multiple and concurrent journeys display visually in the Pattern Discovery,Rework,and Cluster dashboards.Collaboration and workflow Journey Playbooks are the starting place for co-creation and colla
216、boration within the platform.Users can leverage templated Playbooks or ideate,edit and extend them so they are tailored for their organization.Features such as adding comments,links,tables,images,tags,actions and icons facilitate collaboration among different user roles.Tasks and workflows can be li
217、nked together and connected to dashboards,journey visualization and journey rules,so a team can share ideas in one place.Privacy and data security Real-time CX is globally hosted in AWS and Azure in multiple regions.An information security management system is in place,and Alterian provides built-in
218、 data redundancy with multi-node mirrored design.Access to the solution is through secure methods.Each client has its own account spaces,with the ability to control end-user access levels.All data is encrypted at rest and transit.Alterian operates across GDPR and Alterian1550 Larimer Street,Suite 10
219、5Denver,CO 2022 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guideregulated markets,following rules for use of personally identifiable information and data movement.The company follows the Microso
220、ft Security Development Lifecycle,which includes threat analysis and regular penetration testing from independent security companies.Third-party integrations Real-time CX easily integrates with any third-party system with its configurable API connectors and data import/export functions.The platform
221、has 130+connectors that can be extended by end-users in a no-code UI.Integrations include:Engagement technologies that provide outbound and inbound customer touchpoints,such as campaign and call center systems.In addition,many other systems provide contextual data,product functionality,and third-par
222、ty systems.Digital technologies for personalization of experience and content through orchestration.Transactional systems providing customer lifecycle metrics,product preferences and lifetime-value data.VoC and CFM platforms that provide data to enrich journey analytics and signals for orchestration
223、.Pricing and support CPM price model based on interactions.An interaction is defined as any activity across any number of channels without a break of more than 30 minutes.No free trial.Clients can view or budget in product dashboards for a live view of their usage,activity and how many interactions
224、they have still available.Discounted rates for journey analytics and discovery usage.All clients use global support service,with follow-the-sun support via portal,email or phone.Clients have bi-monthly expert sessions on adoption/usage and can access supplementary services retainers or hypercare if
225、required.Digital adoption technology guides users as they use the tool.Training is available in Alterians Academy and via multiple training options.During sales discovery,ongoing account management,and quarterly reviews,the Alterian team works with clients to understand their current maturity and ca
226、pabilities for journey analytics and orchestration.Opportunity Workshops help customers identify new use cases.A use case and playbook approach provide low-cost proofs of concept to test initiatives.Clients can use hypercare/retained services to create these.Alterian1550 Larimer Street,Suite 105Denv
227、er,CO 2022 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience B2C marketers in enterprise brands in industries including retail,financial services and insurance,CPG,travel and hospi
228、tality and media and entertainment.Clients include houses of brands with many sub-brands needing to operate autonomously but share some of the same assets and brand guidelines.Company overview Founded in 2017.1,000 employees.Cheetah Digital and CM Group(parent of Campaign Monitor,Liveclicker,Emma an
229、d others)completed a merger in February 2022.Cheetah Digital acquired Wayin in 2019,which became Cheetah Experiences.Cheetah acquired Stellar Loyalty in 2018,which became Cheetah Loyalty.The Cheetah Customer Engagement Suite is the companys overall solution.It includes the core Cheetah Platform,with
230、 four solutions built on that:Cheetah Experiences for acquisition and enrichment of consumer data;Cheetah Messaging for cross-channel communications;Cheetah Personalization for real-time personalization at scale;and Cheetah Loyalty for loyalty management and marketing programs.Product overview The C
231、heetah Customer Engagement Suite is the companys overall solution.Cheetah Personalization scales targeted and contextual experiences by blending three capabilities:Real-Time Personalization,Journey Designer and Intelligent Offers.Marketers can leverage machine learning and automated journeys to conn
232、ect with customers one-to-one.Real-time experiences.Capture real-time data events on web and mobile devices for triggered campaigns.Journey design.Comprehensive journey creation and automation,from simple triggered journeys to multi-step and fully custom journeys.Offer management.The offer library l
233、ets users design and personalize interactive content for individuals.Real-time events.Ingests streaming event data and feeds it into the Cheetah Platform to update customer profiles.Journey library.A library of standard,configurable journey templates.Offer intelligence.Applies machine learning and a
234、rtificial intelligence to optimize offer selection.Rapid deployment.Applies offer and product recommendations based on web events and emails.Use cases Value exchange.Collection of first and zero-party data insights from consumers.Enrichment.Progressive profiling and additional enhancement to the sin
235、gle customer view.Messaging at scale.Send targeted emails and mobile messages at speed and scale.Cross-channel marketing.Journey orchestration delivered across multiple channels.Real-time marketing.Deliver in-moment experiences on digital,web and mobile.Intelligent marketing.Apply machine learning a
236、nd advanced analytics to deliver personalization.Retention marketing.Apply offers,rewards,integrations and targeting of the very best customers for the next best action.Cheetah Digital72 W.Adams St.Chicago IL 60603T:(866)499-Key Customers Bow Tech,Inc.Publishers Clearing HouseAeropostaleBass Pro Sho
237、psAmerican AirlinesKey executives Bill Ingram,PresidentAaron Watson,Chief Sales Officer Desta Price,Chief Product Officer Michelle Curless,Chief Customer Officer 2022 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platfo
238、rms:A Marketers Guide Enterprise loyalty.Full-blown loyalty programs including loyalty management,loyalty marketing,points,offers,rewards and community.Data analysis Cheetah can ingest batch and streaming data,first-and zero-party data from any source,then validate,normalize and unify the data to cr
239、eate a single customer view.Applied analytics generate insights,segments and audiences.Machine learning models determine the next best action and the customers most likely to engage.Testing capabilities The Cheetah Digital Customer Engagement Suite(CES)contains several predefined models:Propensities
240、 use a multivariate adaptive regression spline algorithm to find propensities such as to purchase,to disengage,to churn,to unsubscribe,to open or to click,as well as channel optimization.Personas uses a combination of Gaussian mixture modeling and K-Means clustering,for example,RFM or recency.Send T
241、ime Optimization models use a seasonality-adjustment algorithm based on an exponential decay from time-from-send for individual campaigns.The proprietary algorithm corrects for historical send bias.Citizen Data Scientists lets marketers customize AI/ML in prebuilt Cheetah models.A click-driven inter
242、face sans coding lets users adjust ML models for a new custom predictor or fine-tune an existing one,exclude customers from certain predictions or control which fields are included for modeling through.Orchestration and automation Because the system collects response data in real time across all cha
243、nnels(email,mobile,social,web,data,print),users can design automated,advanced multi-wave programs.Users can customize each trigger depending on the data source,method of trigger and resulting campaigns.Journey Designer helps non-technical marketers browse,create,publish and manage advanced multi-cha
244、nnel journeys powered by the platform.Options include simple triggered journeys,multi-step journeys,fully custom journeys and standard best-practices templates.Analytics and reporting Journey metrics are displayed in-line directly on the journey map,providing visual insight into each customer touchp
245、oint.Clicking on each journey stage gives a deeper view of how customers respond to each orchestration step.Standard reports provided by the Cheetah Platform include:Campaign reports.Operational reports focus on the delivery(sent,bounced,received,etc.),reach(direct view or share)and activity(opens,c
246、licks,conversions)associated with a campaign.Marketing intelligence.Analytical reports provide a consolidated view of all or selected campaigns within a date period.Collaboration and workflow Group access lets distributed teams contribute to each campaign.A Super User can create brand-approved templ
247、ates and campaigns in a shared folder that other users can access to view,copy and/or edit.Users can establish approval checkpoints to ensure quality during production.Pre-built roles and flexible role creation based on business needs,job responsibilities and assigned tasks.Privacy and security Uniq
248、ue identifiers and multi-factor authentication for all personnel and users.Cheetah Digital72 W.Adams St.Chicago IL 60603T:(866)499- 2022 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide Access t
249、o data can be configured first at the account level.Then,a parent/child feature can provide specific business units access to only their data.Comprehensive global information security program ensures client data confidentiality,availability and integrity.Security posture modeled after ISO27001 stand
250、ards and subject to annual SOC2 Type II audits by independent examiners.Data-in-transit and data-at-rest encryption enabled.Third-party integrations Journey steps can be implemented via a third-party application such as email or SMS.Able to integrate with any first,second or third party.Multiple met
251、hods of data integration,including real-time APIs over HTTPS and batched transfer over SFTP.Integration framework provides a consistent,modular approach supporting the use of marketing tools of choice.Any integrations not currently developed may be created on an ad-hoc basis,supported by the technic
252、al services division.Access and ingest data from various sources and send data to external sources,including commerce and POS,tag managers,advertising,content,mobile,analytics,personalization and messaging.Pricing and support Annual contract required.No free trial is available.Total annual cost per
253、customer ranges from$50,000 to more than$1 million.Modular software pricing model based on profiles under management for the platform;CPM basis for messaging;number of members for loyalty program offerings;and submissions in Cheetah Experiences.Discounts applied based on the solution components,as w
254、ell as the term commitment.Growth tiers include incremental costs for the number of profiles/customers stored within the platform.Free base level of support,with costs increasing for more comprehensive support packages.Several support packages and dedicated options are available.Professional Service
255、s group offers bundles and can provide custom quotes.One-time Implementation services for a fee.Cheetah Digital72 W.Adams St.Chicago IL 60603T:(866)499- 2022 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Mar
256、keters GuideTarget audience Enterprises across multiple markets,including telecommunications,financial services,healthcare and retail,as well as smaller organizations via self-service mode.Company overview Founded in 1982.5000 employees.Acquired Tekzenit in May 2020.Acquired Kitewheel in July 2021.C
257、loud-based engagement platform that orchestrates real-time,contextually relevant customer experiences for brands.Product overview CSG Xponent is a cloud-based solution that brings multiple customer engagement offerings together into a single,end-to-end platform.Journey Steps maps and strategizes ide
258、al experiences.The CDP provides a full view of customer data.Journey analytics provides real-time insights across channels.Advanced decisioning,supported with AI and ML,guides orchestration of the journey across an integrated set of channels spanning voice,SMS,email and chat bots.Template libraries
259、for typical journey use cases can be implemented without programming or data science background.CSG Xponent lets organizations use AI modeling capabilities to segment and target customers based on their unique profiles to deliver the right content at the right time.Use cases Manage channels and comm
260、unicate with customers.Identify successful segments or see segments that need assistance.Understand which segments to target and what actions make them successful.Identify the most efficient channels with AI.Deliver programming logic through nodes or components that can be linked together to produce
261、 a journey and real-time decisioning.Data analysis A cloud-based CDP serves as the master record for customer profiles,ensuring data quality,conformance,transformation and unification.Data collected and stored in the CDP is available to other systems.Unstructured data can remain or it can be analyze
262、d for structured output.Within the CDP,data synchronizes across customer IDs(starting with zero-party data)and channels.It also collects and presents employee engagement data.Real-time and historical data combine to offer a progressive view of the full customer lifecycle.Data sources are profiled fo
263、r quality issues,and report statistics indicate missing or erroneous values.Using Conversational AI,users can process text with NLP algorithms to extract intent and attributes.Xponent platform combines data analytics with Journey Steps approach to support both current and future-state journeys.CSG61
264、75 S Willow Dr.10th FloorGreenwood Village,CO 80111T:(888)275-Key customersKrogerU.S.BankNationwideAARPComcastKey executivesAlfred Binford,President,Customer EngagementEric Carrasquilla,Senior Vice President,Digital Engagement SolutionsYogen Patel,Vice President,Product,Digital Engagement SolutionsM
265、ark Smith,Vice President,Go-to-Market,Digital Engagement Solutions 2022 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide For current-state maps,Xponent in listening or assessment mode tracks cus
266、tomer behavior and gathers metrics to show current-state patterns of an orchestrated journey.Historic data can be overlaid using script-based tools.Visualizations let users identify and address journey friction.Available analytics measure journey success andprovide a foundation to plan future journe
267、ys.Users can deliver personalized communications to customers through the customers preferred channel.With AI,users can prepare journey content in advance to serve into either a customers preferred or an unexpected one.Rules can adapt,learn and present the ability to test and optimize a journey befo
268、re deployment.Analytics engine brings together quantitative and qualitative analysis,predictive scoring and rules-based logic models.Testing capabilities CDP,Performance Dashboard,Next Best Experience Engine and Journey Steps support trend analysis and ongoing journey improvement.Business analytics
269、database feeds real-time data into the Performance Dashboard to compare journeys and guide users to answer business questions including churn rate,journey success and Net Promoter Score.Users can build calculated attributes,applying business rules including predictive attributes.Journey Steps allows
270、 for creation and tracking of business steps and KPIs.Information provided through Journey Steps establishes a friction baseline to track health and journey success.Profiles scored with dynamic,real-time engagement scores.Overall journey health dashboards measure quantitative and qualitative data an
271、d benchmarks against prior data,goals and third-party indices.Orchestration and automation Journey Step framework includes custom ROI calculations,customer value and engagement scores to determine next best action.Smart business logic determines customer intent and VOC tools overlay NPS/CSAT data fo
272、r data-based monitoring and alerting.Preference data is gathered within the customer profile and includes both customer-provided knownand learned information.Employees provide information into the system and receive details on customers.User-configurable alerts and time-series analysis ensure journe
273、y changes are viewed in real time.Third-party content is used to form messages and can support hundreds of third-party channel systems to push the message.Analytics and reporting Data is tracked for each point on the journey and can be displayed in real time.Native,live visualization across customer
274、 journeys.Journey metrics display at each step to allow users to see trends through history,as well as in real time.Users can see overall patterns of flow through different routes.Each metric can be drilled into,and uses can view both historical and real-time trends in parallel.Journey discovery ana
275、lytic visualization provides an as-is view of customer flow and shows current customer sentiment.Sankey diagrams show customer volumes andpaths.Journey Steps show flow progression and stallage.Users can view by persona or segment,including a view into qualitative customer feedback as an overlay.User
276、s can combine multiple journeys;journey overlap and steps customers take outside of defined journey to gather additional insight.Employee behavior and activity metrics are handled like customer data.CSG6175 S Willow Dr.10th FloorGreenwood Village,CO 80111T:(888)275- 2022 Third Door Media,Inc.29 http
277、s:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCollaboration and workflow Journey Steps is an end-to-end customer journey orchestration framework,creating an experience baseline.Users can self-serve connections and add da
278、ta sources using direct data connections,web services interfaces and templates.Privacy and data security Complies with GDPR,CCPA,TCPA,PCI-DSS,NIST and HIPPA.Certified in ISO 27001,SOC2-and SOC Type 2.External audits for ISO27001 and PCI-DSS validated by qualified third-party security vendors.Annual
279、security assessment and quarterly scans of the CSG network.Third-party integrations API interfaces and web services integrate to other systems.Two-way integrations drive action inside other channels and customer interaction systems,without programming or re-configuring.Supported integrations include
280、 Salesforce CRM,Adobe Experience Manager and Amazon ML.Pricing and support An annual contract is required.No free trial is available.SaaS subscription pricing model.Pilot and proof-of-concept pricing models are available.Monthly subscription fee is based on the number of consumers being interacted w
281、ith,from 1 million to more than 100 million.Private cloud or data lake support available for an additional fee.Additional fee for extended hours of support.Support covers setup,installation and implementation.Setup support includes product training for strategy,configuration and administration user
282、types;journey strategy;and creating journey plans across multiple stakeholders.Installation support includes configuring journey rules and integrations,go-live processes and the assessment of results.Implementation support includes assessment of systems and data;development of test scenarios with pr
283、ocessing to ensure data quality;and development of metrics for journey success,real-time monitoring and improvement.Executive Advisory Council provides continuous improvement with weekly satisfaction ratings.CSG6175 S Willow Dr.10th FloorGreenwood Village,CO 80111T:(888)275- 2022 Third Door Media,In
284、c.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Small-business to enterprise companies in retail and e-commerce;consumer products;travel and hospitality;sports and entertainment;communications and
285、media.Company overview 750 employees.Acquired by SAP on October 1,2020.Acquired Loyalsys on October 25,2020.Emarsys,an SAP company,provides an omnichannel customer engagement platform to build,launch and scale personalized,cross-channel campaigns.Emarsys is headquartered in Indianapolis with 13 offi
286、ces,including in London,Sydney,Berlin and Budapest.Product overview Emarsys is an integrated cloud-based marketing platform that lets companies deliver personalized customer interactions across e-mail,mobile,social,SMS and the web.Use cases Build a product catalog updates program to notify customers
287、 when the price of an item in a wish list changes.Build dynamic segments based on contact properties or behavior.Target contacts who have visited product pages but not added anything to their cart by showing them an offer when theyre online.Send a push notification after someone has abandoned their
288、cart.Add complementary recommendations to abandoned items.Create overlay web channel campaigns for existing customers when they visit the website.Create lookalike audiences from most valuable customer segments.Send transactional and promotional SMS messages.Send up to 300 triggered emails per minute
289、.Data analysis Integrated data layer unifies,cleanses,removes duplicates and analyzes first-party data from business applications,customer data and commerce solutions.AI enriches data and segments audiences.Predict engine analyzes web behavior data to deliver personalized recommendations across chan
290、nels.Strategic Dashboard shows how marketing campaigns affect customer lifetime value,repeat purchase and average order value.AI makes recommendations on how to improve KPIs.Testing capabilities Trigger test events automatically in journey builder.Test a programs traffic.Test campaign content or aut
291、omation by using a test contact.A/B test batch campaigns or automated emails.Emarsys10 W Market St.,Suite 1350Indianapolis,IN 46204T:317-562-Key customersSmythson of Bond StreetDISSHKrispy Kreme AustraliaKarl LagerfeldSamsoniteKey executivesJoanna Miliken,Chief Executive OfficerMohamad Awada,Chief S
292、ervices OfficerThomas Harris,Chief Revenue OfficerEnrico Eczko,Chief Finance Officer 2022 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideOrchestration and automation Connect and automate multip
293、le marketing channels.Automated customer lifecycle management across all channels.Pre-built use cases to implement complete workflows and journeys that include personalization,segments,inspiring campaigns and triggers.Channels are natively built into the platform,and other channel providers can be i
294、ntegrated.AI continuously optimizes customer engagements.Analytics and reporting Revenue Analytics shows how marketing activities contribute to business results.Strategic dashboards provide visibility into performance against KPIs and let users change underperforming areas using pre-built strategies
295、 and tactics.View reporting and analytics by customer lifecycle stage.Collaboration and workflow Marketers can create email campaigns and define collaboration with sales,letting the sales rep in SAP Sales Cloud review the campaign,add or remove contacts and provide feedback on content.Privacy and da
296、ta security Information assets stored at Emarsys are classified based on the confidentiality/integrity of the data:restricted;confidential;or public.Certified as meeting requirements for ISO 27001:2013;ISO 27018:2014;and SOC 2.Certified or accredited with Certified Senders Alliance;Return Path Sende
297、r Score;TV SD;and Verisign.Third-party integrations Connectors for SAP Commerce Cloud;Magento;Shopify Plus;Salesforce Commerce Cloud;Dynamic Yield;Movable Ink;Jebbit;MentionMe;Pixlee TurnTo;Attentive;Wunderkind;Facebook;and Google Analytics.Pricing and support A contract is required.No free trial is
298、 available.Three product packages:Essential,Advanced and Max AI.Pricing available on request.Three training packages:Led by a training manager;led by an implementation consultant;self-service training.Online help portal.Emarsys10 W Market St.,Suite 1350Indianapolis,IN 46204T:317-562- 2022 Third Door
299、 Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Enterprises,predominantly in financial services,insurance,telecommunications and retail.Company overview Founded in 2010.35 employees.InQuba
300、 is a customer journey management SaaS platform for analyzing and optimizing customer acquisition,retention,conversion,channel and customer cost-of-ownership strategies.InQuba uses diverse data sets,advanced analytics and AI to provide insights into customer journeys,customer behavior and the custom
301、er experience.Its proprietary methodology tests and optimizes the effectiveness of execution,servicing and customer-engagement strategies towards ROI goals.Product overview The inQuba Journey Analytics platform lets users measure customer value delivery at key points in the journey.By ingesting data
302、 and understanding flows from the journey start through to drop-off points and the goal point,inQuba shows the relationship between value delivery and the journey progress.Once this relationship has been understood,interactive engagements nudge customers to the goal point.The effectiveness of these
303、interventions is then assessed and optimized.Use Cases Customer acquisition.Customer conversion.Customer retention.Customer experience.Customer insight.Upselling and cross-selling.Customer lifetime value.Brand health.Data analysis The platform ingests transactions from each channel and groups it int
304、o a customer journey.Each journey can have start,idle,neutral,drop and goal points.As soon as data is received to indicate that the customer is part of any journey being observed,their progress towards a goal is monitored.The inQuba platform provides for the organization and analysis of data to dete
305、rmine what factors contribute to the customer reaching the journey goal.Rule-based interventions such as digital dialogues,nudges and people-to-people nudges can be used to move the customer forward.The key contributors to goal success can be analyzed and then used to determine the next best action.
306、inQubaFountain Grove Office Park5 2nd Road,Hyde Park,2196Johannesburg,South AfricaT:(011) Wall Street,8th FlNew York City,NY 10005T:(833)446-Key Customers GoodyearStandard BankAmerican ModernDiscovery Old MutualTelkomKey ExecutivesMichael Renzon,Co-founder and Group Chief Executive Officer
307、Trent Rossini,Co-founder and Managing DirectorBruce Eidsvik,President,North America 2022 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTesting capabilities The inQuba solution monitors action
308、or nonaction through idle journey-point identification and visualization.To test next best actions,users use data to generate interactions and personalized engagements at all points in the journey where progress is not being made.Then,a machine learning model analyzes the relationship between the in
309、terventions and the goal to determine the effectiveness of the intervention based on the outcome achieved.This then determines the most optimal engagement at that point in the journey to achieve the overall goal.Orchestration and automation The platform operates of a fully lights-out basis.Workflow
310、capabilities can set up and trigger engagements along the customer journey.A comprehensive set of fully automated rules can take any attribute about the customer or journey and feed that into a set of rules that form part of a workflow.These rules constitute a workflow either for digital nudges or f
311、or escalation of particularly scenarios to staff of the company providing services to the end customer.Analytics and reporting inQuba Journey provides an interactive,real-time,data-driven visualization of customers actual journeys.The emotional state and value delivery perception of customers can be
312、 visualized,as can the customers progress toward goals.Visualizations can be filtered and zoomed into to obtain additional insights.The platform provides for filtering by customer segment.Users can drill down into each journey point.These insights are obtained from the dialogues with end customers a
313、nd the application of text analytics.Users can compare the journey paths of different segments of customers to compare how they perform.Collaboration and workflow The inQuba platform is a role-based architecture supporting granular permissions.Users of the system can visualize insights together and
314、then collaborate within the platforms workflow capabilities to construct relevant engagements.The impact of those intervention engagements can then be assed to determine the number of customers that achieve their goal.Privacy and data security Hosted exclusively on Microsoft Azure,a hosting environm
315、ent that is ISO 27001-certified.Within that environment,each customers data is maintained in a separate database.Data is encrypted in transit and at rest.Includes monitoring for intrusion detection and performance.Alerts are automatically triggered in response to issues.Administrative users log into
316、 the system via secure VPN.End users access is controlled through an OAuth role-based authentication framework.Third-party integrations Native integration into Google Tag Manager for tracking of web and mobile interactions.REST APIs and Webhooks for customer integration.Connectors into Microsoft Pow
317、er Automate that in turn provides integration into other platforms.Connectors into FlowGear,a visual iPAAS tool,allow integration with additional standard applications.An integration kit provides the ability to integrate through data file exchange.inQubaFountain Grove Office Park5 2nd Road,Hyde Park
318、,2196Johannesburg,South AfricaT:(011) Wall Street,8th FlNew York City,NY 10005T:(833)446- 2022 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuidePricing and support An annual contract is
319、 required.A free trial is available.Pricing is based on:Number of contacts.Number of journey points.Number of engagements sent.Number of segments.Number of users of the application in terms of analytics and customer escalation.Customers typically pay between$6,000 and$30,0000 per month.Three primary
320、 areas of support:Platform management and maintenance are provided as part of the SaaS fee.Initial setup services via a professional services package that includes configuration and training.Pricing is based on the scope of services required.Monthly customer value services are provided on an hours-p
321、er-month basis.The customer-value management team works with the client to maximize the value of the platform.The team also advises on additional usage of the platform within the customers organization.inQubaFountain Grove Office Park5 2nd Road,Hyde Park,2196Johannesburg,South AfricaT:(011)447-20493
322、0 Wall Street,8th FlNew York City,NY 10005T:(833)446- 2022 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Small businesses,mid-market companies and enterprises in retail and eco
323、mmerce,financial technology,media and entertainment,business technology,consumer apps and services,and travel and hospitality.Company overview Founded in 2013.700 employees.Received$200M Series funding in 2021.Iterable is a customer activation platform that helps brands deliver harmonized,individual
324、ized and dynamic communications.Iterable has offices in San Francisco,Austin,New York and London.Product Overview Iterable provides a customer activation platform that uses data to inform interaction channels through the full customer lifecycle.Includes multichannel support for email,SMS,and in-app
325、messages on web and mobile.Use cases Reduce the time spent on developing emails in order to focus on increasing engagement and ROI.Connect data to experience channels.Create individualized experiences across channels.Employ real-time user,demographic,behavioral and custom event data to trigger indiv
326、idualized messaging and campaigns.Immediately trigger a campaign in one channel based on an activity in another.Intelligent Content with Catalog generates millions of different message versions across all channels with content snippets.Data analysis Embedded AI intelligently forecasts how likely or
327、unlikely customers are to satisfy a defined goal.Leverages first-party customer data to deliver the next best action.Live segmentation of customers based on brand affinity.Testing capabilities Platform can send test push notifications to iOS and Android devices.Users can add themselves and teammates
328、 to a journey and add test data to simulate the event that starts the journey.Supports A/B experiments on subject line,preheader text and sender name.Contact lookup lets users see a customers event history.Orchestration and automation A unified customer ID can immediately trigger a campaign in one c
329、hannel based on an activity in another.No-code journey automation with Studio.Iterable71 Stevenson Street Suite#300San Francisco CA Key customers ZillowDoorDashCalmSeatGeekCurologyBoxKey Executives Andrew Boni,Founder and Chief Executive OfficerJeff Samuels,Chief Operating OfficerWill Johnson,Chief
330、Financial OfficerAdriana Gil Miner,Chief Marketing Officer 2022 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide Create and orchestrate transactional and promotional messages.Automatic send-time
331、 optimization determines the best time to send a message for optimal engagement based on customers historical behavior.Automatic channel optimization.Analytics and reporting Drag-and-drop widgets in dashboards create a customized view that can be exported to Message and Campaigns Insights to track m
332、etrics across campaigns and messages.Custom reports with specified date range and metrics for one or multiple campaigns or journeys.Collaboration and workflow Organize workspace with folders,avatars and last-modified information.Define key roles,permissions and levels of platform access.Roles and pe
333、rmissioning shows relevant content to different team members.Add comments and questions to a journey.Customize the collaborative environment.Real-time editing and messaging for teams.Privacy and data security Employees issued unique IDs.Access rights and levels are based on job function and role.Mandatory,role-based security training for all employees.Handling of PII complies with GDPR,SSAE-16 SOC