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1、MARTECH INTELLIGENCE REPORTENTERPRISECUSTOMERORCHESTRATIONPLATFORMSJOURNEYA MARKETERS GUIDE 2023 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 as expectations rise.4Figure 2:Technological advancements have led to high customer expectations.4Businesses look to retention,but face challenges.5What defines customer journey orchest
3、ration?.6The customer journey orchestration vendor marketplace.7CJO tool capabilities.8Data gathering.8Table 1:Interactions from which CJO vendors gather data.8Table 2:The speed at which data is gathered from various touchpoints.9 Customer journey visualization .9Data analysis.9Real-time interaction
4、 management.10Table 3:Channels available for activation by CJO vendors.10Choosing a CJO tool .11The benefits of using CJO tools.11Pricing .11Recommended steps to making an informed purchase.12Step one:Do you need a CJO tool?.12Step two:Identify and contact appropriate vendors.12Step three:Scheduling
5、 the demo.13Step four:Check references,negotiate a contract.14Conclusion.15Vendor profiles.16Acoustic.16Act-On.19Adobe Customer Journey Optimizer .23Alterian.26CSG.30inQuba.33Genesys.36Salesforce.39SAP Emarsys.42SAS.44Treasure Data.48Table of ContentsMARTECH INTELLIGENCE REPORT:Enterprise Customer J
6、ourney Orchestration Platforms:A Marketers Guide 2023 Third Door Media,Inc.2 https:/martech.orgScope and methodologyThis report examines the customer journey orchestration(CJO)platform market and the considerations involved in implementing CJO software.It answers the following questions:Why do compa
7、nies adopt CJO software?What are the key elements of successful CJO strategies?What 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,cust
8、omer journey orchestration software lets marketers connect real-time data from across 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 co
9、ntent in real-time.Whether targeting an individual customer or aggregated audiences,the goal is to meet the prospects needs and move them down the funnel toward a desired goal.The vendors profiled in this report represent some of the choices available;this is not a comprehensive list of CJO tool ven
10、dors.This report does not recommend any CJO solution or company and is not 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 element
11、s of successful CJO strategies,CJO tool capabilities and recommended steps 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 interv
12、iews with leading vendors and industry experts.These interviews took place in March and April of 2023.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,Researc
13、h Director,Third Door Media 2023 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideBefore marketers can craft experiences that meet peoples needs,however,they must first acquire detailed knowledge about the journ
14、ey that buyers go through before making a purchase,as well as their post-purchase interactions.Customer journey orchestration market overviewTodays companies recognize the need to be customer-centric in their marketing,as well as in all of their other activities.At a time when the stakes are high,an
15、d new brands are just a click away,the most successful companies are employing all the tools at their disposal to ensure that current customers and prospects have the best possible experiences with their brands at all touchpoints.Before marketers can craft experiences that meet peoples needs,however
16、,they must first acquire detailed knowledge about the journey that buyers go through before making a purchase,as well as their post-purchase interactions.Moreover,businesses must understand what their customers and prospects seek at every point of interaction from the first ad that sparks interest i
17、n the brand to the concerned customer service chats to the social media posts telling their friends and family about the fantastic products and services theyve experienced.Figure 1:Gartners depiction of the customer journeyLoveDefend Demonstrate Rate Share RecommendBuyAdvocatePurchaseOwnReceive Onbo
18、ard UseDeepenDiscover Need Aware Evaluate SelectSource:Gartner Achieving this kind of deep understanding pays off.Businesses that see people as multi-dimensional rather than as static personas are as much as 16%more likely to achieve the highest levels of profitability growth,Accenture Interactive f
19、ound in a recent survey.But this is no simple task,requiring in-depth data gathering,lightning-speed analysis and quick delivery of next-best actions.Thats why tools that help marketers analyze the customer journey and act on the insights gained customer journey orchestration(CJO)software are findin
20、g a spot in businesses technology stacks.Interest in these solutions is driven by a number of trends,including the multichannel complexity of the customer journey,evolving buyer attitudes,new buying behavior patterns and the ever-rising bar for technological interactions.At the same time,the uncerta
21、in economic climate has businesses renewing their appreciation for existing customers by focusing on the latter stages of the journey with an eye toward fostering relationships that yield recurring revenue.2023 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer
22、Journey Orchestration Platforms:A Marketers GuideThese days,the average person accesses the internet on multiple devices,with U.S.households,on average,containing 22 different connected devices.Sixty-five percent of marketers expected to increase the budget allocated to CJO software in the next 12 m
23、onths,according to a Forrester Research survey conducted in July 2022.Investment in adjacent technologies is also on the rise,with 71%of marketers expected to spend more on customer journey mapping tools in the same time period.Lets explore these trends in more detail.More devices and touchpoints ob
24、scure customers journeys as expectations riseThese days,the average person accesses the internet on multiple devices,with U.S.households,on average,containing 22 different connected devices,according to a 2022 Deloitte survey.With all these devices,people often shift back and forth depending on the
25、task at hand and their surroundings.Customers turn to an average of nine channels to interact with businesses,with 78%percent of those surveyed using multiple channels to start and complete a transaction,according to Salesforces latest“State of the Connected Customer”report(See Figure 2).Phone,email
26、,in-person engagement,online chat and mobile apps are the five most popular methods of connecting with businesses.At each of these touchpoints,customers expect to have consistent experiences they want to be recognized and understood,and they want offers and interactions to be personalized to their n
27、eeds.Technological breakthroughs in artificial intelligence and other areas have enabled businesses to deliver personalized,high-value experiences in near real-time,raising customers expectations for every brand they engage with.Figure 2:Technological advancements have led to high customer expectati
28、onsCustomers expect connected journeysCustomers expect to be understood73%Expect companiesto understandtheir unique needsand expectations.56%Say they are generally treated like numbers.88%Say the experience a company provides is as important as its product or services.73%Expect companies to understa
29、nd their unique needs and expectations.85%Expect consistentinteractions across departments.60%Say it generally feels like theyre communicating with separate departments,not one company.56%Expect offers toalways be personalized.Have used multiplechannels to startand completea purchase.78%Source:“Stat
30、e of the Connected Customer,”Fifth Edition,by Salesforce.2023 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTo break through and engender customer loyalty,businesses must develop a deeper understanding of the
31、ir customers journeys,as well as the motivations and values that drive them to engage.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 s
32、hould 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 have become accustomed to c
33、onveniences like buy-online pick-up-in-store or curbside deliveries from restaurants and retail locations.The share of customers using curbside pickup nearly doubled between 2020 and 2022,from 31%to 60%,according to a Salesforce survey.And people are not going back the overwhelming majority of those
34、 taking advantage of this option expect to be still doing it in three years.Businesses look to retention,but face challenges In this environment,the typical investments in customer experience(CX)arent delivering the dividends they once were.Good experiences have become more commonplace,meaning they
35、arent sufficient to stand out,according to Accenture.In a recent study,the consultancy found that 97%of executives believe that their technology investments merely allow them to keep pace,not gain ground.To break through and engender customer loyalty,businesses must develop a deeper understanding of
36、 their customers journeys,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 t
37、he buying and owning stages of the journey impact whether that customer goes on to become an advocate for the brand and wins new customers.Few marketers successfully satisfy customers in all phases of their relationship.A full 31%of marketers surveyed by Gartner said they end their journey maps with
38、 the purchase,the lead acquisition,the initial transaction or the delivery of the product or service.“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
39、 sorts of journey maps 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
40、 customer journey orchestration(CJO)platform that unifies real-time data across channels,touchpoints and systems so marketers and the AI models working for them,can perform the analysis necessary to gain insights before later applying that knowledge to improve the customer journey.The good news for
41、marketers is that the dramatic recent advances in AI have the potential to augment these CJO tools in various ways.AI and machine learning are used to gather insights from data collected at all touchpoints.Additionally,generative AI is speeding efforts to create messaging that resonates with the seg
42、ments identified through this analysis.2023 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT: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 la
43、ck of clarity around what exactly customer journey orchestration is,and what it isnt.What defines customer 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 or
44、chestration is,and what it isnt.The following core areas have emerged as critical to getting an actionable picture of the customer journey and effectively activating messaging in response.A customer-focused,outside-in from the customers point of view approach,rather than a product-,department-or com
45、pany-led approach.A viewpoint that starts with acquisition but spans the ownership and advocacy aspects of the customer journey.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 cus
46、tomer interactions across channels)and outbound(immediate tailoring of the next best action based on the data).Artificial intelligence and machine learning applied to analyzing the customer journey,delivering insights on the next best action and potentially generating content tailored for the opport
47、unity.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 orchestration approach acknowledges that todays customers expect a great deal of flexibility to tailor int
48、eractions 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 journey may be slightly different.Therefore its important that marketers look at things from the c
49、ustomers 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 awareness,interest,consideration,intent,evaluation and purchase stages aka the“classic marketing f
50、unnel”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 data.To achieve this big-picture view of the customer journey,marketers must be able to bring i
51、n 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 goal of customer journey orchestration practitioners is to identify and eliminate roadblocks hind
52、ering 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-time and respond in real-time.Artificial intelligence and machine learning.Developing insights,
53、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 machine learning.Making use of those technologies is key to customer journey orchestration.2023 Third
54、Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCustomer journey orchestration isnt as precisely defined as other marketing technology categories.Its a relatively new niche,and vendors are approaching it from differe
55、nt angles.The customer journey orchestration vendor marketplaceCustomer journey orchestration isnt as precisely defined as other marketing technology categories.Its a relatively new niche,and vendors are approaching it from different angles.Some players have newly-architected solutions targeted expl
56、icitly at meeting this particular need.Others build upon expertise in other channels,such as call analytics or customer intelligence,by evolving through development or acquisitions.Some of these players call themselves customer experience management(CXM)companies.A third category,which includes Sale
57、sforce and Adobe,are enterprise application providers with established customer bases that have been adding customer 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 vendor
58、s in adjacent categories such as customer data platforms,marketing analytics,email marketing and real-time interaction management(RTIM).The past couple of years have seen some significant developments.Some of the larger pure-play entities became parts of a larger organization.Thunderhead was acquire
59、d by Medallia in February 2022 for an undisclosed amount,adding to Medallias capabilities for gathering and acting upon customer intelligence to improve the experience.The product has since been rebranded as Medallia Experience Orchestration.Qualtrics purchase of Usermind and Clarabridge in July 202
60、1 has created a similar combination.When that deal occurred,Qualtrics was part of SAP,which purchased it for$8 billion in 2018.Since then,the larger entity had a change of heart,selling Qualtrics to investors in 2023 for$7.7 billion,but retaining an ownership stake.SAP continues to foster CJO capabi
61、lities in-house with Emarsys,which it acquired in October 2020.Meanwhile,Pointillist,along with Exceed.ai,were acquired by Genesys in December of 2021.These combinations marry the acquirers customer listening tools such as voice-of-the-customer offerings with the acquirees capabilities to enable mar
62、keters to act on those insights.Appier,which bills itself as an AI SaaS company,is taking a different approach,buying customer journey analytics platform Woopra in September of 2022,with an eye toward creating a next-generation AI-powered CDP.Meanwhile,in February of 2022,Cheetah Digital completed i
63、ts merger with CM Group the parent of Campaign Monitor,Liveclicker and Emma,among other martech companies,which has since rebranded as Marigold.Similarly,Kitewheel became part of CSG in July of 2021,helping the company build its customer experience offerings after its May 2020 acquisition of Tekzeni
64、t,while SharpSpring was purchased by Constant Contact in June of 2021 for$240M.Venture funding hasnt been as active as M&A recently,though the dollar amounts invested are significant.ContentSquare,a customer journey analytics platform,raised$600M in July 2022.Treasure Data closed a$234M funding roun
65、d 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 2020.2023 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orches
66、tration Platforms:A Marketers GuideThe utility of CJO is directly related to what percentage of the entire customer journey is collected and available for analysis.Additionally,TheyDo took in$15M in December 2022 and OvationCXM,formerly Boomtown,raised$20M in September 2022.Both companies said they
67、planned to add engineering resources to develop their platforms further.CJO tool capabilities The vendors profiled in this report offer one or more of the following capabilities to give marketers an understanding of the customer journey:Data gathering from a wide variety of channels and touchpoints.
68、Analysis,including continual testing,using artificial intelligence and machine learning.Customer journey visualization.The ability to activate data from customer interactions,in real-time,personalizing everything from display ad campaigns to chatbot conversations to website pages.Data gatheringThe u
69、tility of CJO is directly related to what percentage of the entire customer journey is collected and available for analysis.Because consumer behavior is rapidly changing,seeing emerging buying patterns allows marketers to quickly pivot to meet new wants and needs.In addition to behavioral data,some
70、companies gather information on customer sentiment at different stages of the journey,enabling marketers to develop messaging and experiences in tune with users emotions.Vendors we profile in this report gather data from a wide variety of sources including display advertising,streaming video platfor
71、ms,call centers and chatbots.(see Table 1).Some vendors aggregate data in real-time,while others offer batch processing hourly or daily.(See Table 2.)Table 1:Interactions from which CJO vendors gather data VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purchase DataLinear TV adsOnline fo
72、rm SubmissionsChat SessionsPhone CallsEmail InteractionsAcousticPPNNNPN/ANPPNAct-OnN,PN,PPNN/ANN/ANPPNAlterianPPNNNNPNNNNCSGPNNNNNPNNNNGenesysPPPPPN,PPN,PNNN,PinQubaPNNNPNPNNNNSalesforceNPNNNNPNNPNSAP Emarsys N,PN,PNNN,PNPNN,PN,PNSASN,PNNNN,PNN,PNN,PNNTreasure DataNNNNN/APN/APNNNLegend:N=available n
73、atively,P=available through a partnership,N,P=available both natively and through a partnership,N/A=not availableSource:Third Door Media,Inc.2023 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCustomer journey
74、 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 visualization techniques and allow users to look at data from multiple angles and at different
75、 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 value beyond marketing(in customer service,product development,etc.)visualizations
76、must be flexible enough to serve a variety of use cases.Table 2:The speed at which data is gathered from various touchpoints VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purchase DataLinear TV adsOnline form SubmissionsChat SessionsPhone CallsEmail InteractionsAcousticVia hourly batch
77、processingN/AReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurVia hourly batch processingN/AReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time i
78、nstantly as interactions occurAct-OnVia hourly batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurN/AVia hourly batch processingN/AReal-time instantly as interactions occurReal-time instantly as interactions occu
79、rVia hourly batch processingReal-time instantly as interactions occurAlterianReal-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 instantl
80、y as interactions occurHourly batchReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurCSGReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instan
81、tly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch processingBatch processing less frequently than dailyReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurR
82、eal-time instantly as interactions occurGenesysVia daily batch processingVia daily batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch processingVia hourly batch processingVia daily batch processingReal-time instantly as interactions occu
83、rReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurinQubaReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-t
84、ime 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 occurSalesforceReal-time
85、 instantly as interactions occurOtherReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurVia daily batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interacti
86、ons occurReal-time instantly as interactions occurReal-time instantly as interactions occurSAP EmarsysReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interaction
87、s 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 occurSASReal-time instantly as interactions occurRea
88、l-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 instan
89、tly as interactions occurReal-time instantly as interactions occurReal-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/AVia hourly
90、batch processingReal-time instantly as interactions occurReal-time instantly as interactions occurReal-time instantly as interactions occurSource:Third Door Media,Inc.2023 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Mark
91、eters GuideData 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 use of artificial intelligence and machine lear
92、ning.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.Importantly,data analysis includes continual test
93、ing 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 actions,we expect this area to see significant advan
94、cement.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 multitude of martech applications,including con
95、tent 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 InteractionsAcousticN/AN/ANPNN/ANN/AN/AN Act-OnPN
96、,PPPN/AN/ANPPN AlterianPPNNPPPPPNCheetahPPNNPPNPPNCSGPPNNPPPNNPGenesysPPNNPPNNNN,PinQubaNPNNNPNNPNIterableNNNNNNNNPNSalesforcePPNNPPNPPNSAP Emarsys PPNNN,PPNPPNSASN,PPNNN,PN,PNN,PPNThunderheadPPPPPPPPPPTreasure DataNNNNN/AN/APNPNLegend:N=available natively,P=available through a partnership,N,P=avail
97、able both natively and through a partnership,N/A=not availableSource:Third Door Media,Inc.Though todays tools are able to deliver insights,predictions and suggestions for next-best actions,we expect this area to see significant advancement.2023 Third Door Media,Inc.11 https:/martech.orgMARTECH INTEL
98、LIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideMultiple surveys indicate that customers are seeking businesses that understand them that empathize with their needs.Choosing a CJO toolThe benefits of using CJO toolsAdopting a platform that gathers,visualizes,analy
99、zes and acts upon data across all 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 and product development co
100、ntribute data on the points where they 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 goal
101、s.Increased revenue through loyalty.At its most basic level,customer journey orchestration can enable businesses to identify roadblocks preventing prospects from making purchases,thereby improving return on marketing investment.More broadly,however,truly understanding your customer and focusing on p
102、roviding them with what theyre seeking for the 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 pa
103、ndemic served as a lesson to many business leaders,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 enviro
104、nment changes.A better relationship with your 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 everyday routines,as well as the re-examination prompted by social movements like Black Lives Matter,h
105、ave customers looking for a different type 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 sur
106、vey strongly agreed that they walked away from brands they believed 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 Global Marketing Trends report said.Additionally,customers are
107、 increasingly turning to businesses whose 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 cust
108、omers values and concerns.They can also 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 pe
109、r interaction,per activation,based on the number of customers or some combination of these factors.The number of data sources accessed,the number of users(seat licenses)and data storage costs may also factor into pricing.Often,vendors offer additional functionality(and charge more)for add-ons,so mak
110、e sure you know whether the application you need is part of the base package.2023 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideUnderstanding your current business processes,knowing how to measure success an
111、d identifying where you are looking for improvements,are all critical pieces of the CJO tool decision-making process.Recommended steps to making an informed purchaseUnderstanding your current business processes,knowing how to measure success and identifying where you are looking for improvements,are
112、 all critical pieces of the CJO tool decision-making 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 com
113、pany needs a CJO tool calls for the same evaluative 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
114、.Have we identified our goals for CJO?Implementing a customer journey orchestration program can provide many benefits,but you must 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 organi
115、zation have a culture that ensures all 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 supp
116、ort participation?Do we have C-suite buy-in?Adopting customer journey orchestration,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 suc
117、cess.Who will“own”CJO?Marketing,sales,product 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 by shifting how businesses th
118、ink about their customers by adopting a customer-first focus.Changing perspectives throughout the business may require training and education,as well as long-term process changes.Have we established KPIs and put a system in place for tracking,measuring and reporting results?Once youve established yo
119、ur goals and communicated 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 s
120、takeholders.Step two:Identify and contact appropriate vendorsOnce you have determined that 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 current
121、ly have,those that you would like to have and those that you cant live without.This last category is critical and will help you avoid costly mistakes.For example,if you seek to harness the data from your call 2023 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Custo
122、mer Journey Orchestration Platforms:A Marketers GuideThe most effective RFPs only request relevant information and provide ample information about your brand and its needs.center,ask vendors about their capabilities in this area,and their ability to perform sentiment analysis on the conversations ha
123、ppening in that channel.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 website is an
124、excellent 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 indi
125、vidual preference.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
126、strategic 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 correctly,an RFP will facilitate the sales process and ensure that
127、everyone involved 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 wi
128、th your short 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 n
129、eeds?4 Are they showing us our“must-have”features?Other questions to ask each vendor depending on the type of services they provide include:Data gathering and analysis4 Does the solution integrate with the systems you currently use to store customer data?4 What type of machine learning and/or artifi
130、cial intelligence does the 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 al
131、l of the channels in which we interact with customers?4 Is the solution GDPR and CCPA compliant?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
132、analysis of relevant customer interactions available?4 What types of insights are surfaced through analysis and what recommendations does the tool make proactively?2023 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Markete
133、rs GuideObtaining the answers upfront and having them in writing will ensure fewer surprises or additional costs down the road.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 syst
134、ems)?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.
135、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 deciding
136、 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 out
137、 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 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 lived up
138、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 seen th
139、e 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 downtime?4 What is the most useful,actionable(favorite)report the solution generates?4 What do y
140、ou wish they did differently?4 Why would you recommend this tool?Most vendors require an annual contract.Once youve selected a vendor,be sure to get 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 fo
141、r custom integrations,if so,how much?What is the hourly charge for engineering services,and is there a minimum?What partner organizations are available 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 upfront
142、and having them in writing will ensure fewer surprises or additional costs down the road.2023 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideAs the world emerges from the COVID pandemic,one lasting legacy wil
143、l be business leaders understanding of how quickly things can change.ConclusionAs the world emerges from the COVID pandemic,one 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 th
144、at are in tune with their customers and pivot quickly to meet their needs.Given that customers journeys to purchase and beyond are 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 handl
145、e on what customers are experiencing.Central to these solutions,given the sheer volume of data available from customer touchpoints,is the employment of advanced technologies like artificial intelligence,machine learning and sentiment analysis.Visual representations of the journeys are also critical,
146、especially when users need to make a case for changes within the organization.Additionally,the ability to gather data and act upon insights in near real-time gives businesses the opportunity to deliver the next best actions and further the customer conversation.Truly taking advantage of the opportun
147、ities involves a shift in perspective and,often,a restructuring of organizations and processes,but the benefits of doing so are substantial.Customer journey orchestration solutions,supported with organizational buy-in and resources,can provide the insights and capabilities necessary to meet and exce
148、ed customer expectations in these rapidly changing times.n 2023 Third Door Media,Inc.16 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Acoustic supports B2C mid-market and enterprise brands across reta
149、il,financial services,insurance,tech and telecom,travel and hospitality,and more.Company overview 600 employees.Founded in 2019.Acoustic most recently received a strategic growth investment from Francisco Partners in October 2022.Existing investor Centerbridge Partners remains the primary equity hol
150、der in the company.Acoustic helps brands build closer,lasting,more rewarding customer connections through data-driven visibility and personal,relevant and frictionless engagement.The companys range of solutions includes unified marketing and digital customer experience insights,campaign execution,be
151、havioral experience analytics and optimized pricing,promotion,markdown and collaboration technology.Acoustic is headquartered in Conway,AR and has a global presence across the United States,Canada,England,Poland,China,Japan,India,Australia,and Chile.Product overview Acoustic Connect is an all-in-one
152、 platform for multichannel marketing,personalized journey orchestration and behavioral experience insights.With Acoustic Connect,brands can leverage real-time behavioral insights such as customer intent,frustration and content and channel preference to enhance customer engagement and create data-dri
153、ven,intent-based strategies.Using Acoustic Connect,marketers gain visibility from campaign to conversion,empowering them to create hyper-personalized experiences that lead to lasting loyalty.Acoustic Connect delivers enterprise-grade marketing automation and no-code journey orchestration capabilitie
154、s along with embedded intent signals,empowering brands to understand the customers individual experience and deliver personalized messages on the channels they use most.Use casesBy providing marketers with real-time visibility into the customer journey,Acoustic Connect supports a range of use cases
155、including multi-step journey orchestration,intent-based personalized content creation,cart abandonment workflows,welcome sequences and re-engagement campaigns.Multi-step journey orchestration:Users can plan,coordinate,and automate customer interactions via various touchpoints to create a complete mu
156、ltichannel journey Multichannel marketing:Marketers can independently create hyper-personalized multichannel campaigns across email,SMS,MMS,WhatsApp and more without relying on coding or developer support.Intent-based personalized content creation:Leveraging behavioral experience(BX)signals,marketer
157、 get visibility to every interaction throughout the customer journey,making high-quality,personalized experiences possible.Acoustic also supports specific use cases such as cart abandonment workflows,welcome sequences and re-engagement campaigns-all of which leverage BX insights to elevate the custo
158、mer experience.Acoustic1125 Oak St.,Suite 201Conway,AR Key customersAir New Zealand CuisinartIDP Connect PayPalPuraTicketmasterKey executivesMark Cattini,Chief Executive OfficerElmer Lai,Chief Financial Officer Scott Opiela,Chief Marketing Officer Chris Lanaux,Chief Product Officer 2023 Third Door M
159、edia,Inc.17 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTesting capabilities Acoustic Connect offers a wide range of testing scenarios to help customers determine the next-best action.Acoustic customers can test ev
160、erything from different subject lines and content layouts to the time between marketing communications.Orchestration and automation Acoustic Connects automation capabilities include full automation in whole,customizable decision steps,templatized strategies set in a canvas that can be worked on by m
161、ultiple team members,and built-in workflow and testing components.Acoustic Connect offers native journey orchestration capabilities that allow users to personalize messaging and customize journey flows based on a robust set of segmentation and decisioning capabilities built into the automation canva
162、s,making profile,behavioral,relational,insights and any integrated data available to the native journey orchestration capabilities.Analytics and reporting Acoustic Connect offers channel-based dashboards,real-time metrics of customer journeys,and anomaly detection through alerts and notifications.To
163、 make insights more accessible,the Acoustic Connect Executive Dashboard provides a single view of the entire customer journey,making it easier to understand the data,optimize campaign performance and explain ROI to the executive team.Collaboration and workflow Acoustic Connect offers user permission
164、s,roles,and approval groups to effectively manage workflow.Users can easily collaborate within the same content,segments,or strategies to produce a campaign or implement an automation.Additionally,by providing a single source of truth around campaign performance and customer engagement,marketers and
165、 CX leaders can leverage the same data and insights to create optimized digital experiences.Privacy and data security Acoustic Connect complies with modern privacy regulations,including GDPR,CCPA,ISO 27001/27017/27018,SSAE-18 SOC 2 Type 1,Right of Erasure,and Right of Access.Acoustic also employs a
166、Chief Data Ethics Officer as well as a Privacy/Security/Data Protection Officer who are charged with developing and implementing policies designed to protect customer data and employee data from unauthorized access and ensure Acoustic complies with privacy regulations and standards.In addition,Acous
167、tic helps customers manage consent and compliance directly through the Acoustic Connect platform.Third-party integrations Acoustic Connect is an open platform with a set of APIs leveraged by iPaaS vendors,martech and adtech solution providers(e.g.,personalization,survey,call center,CRM,commerce,and
168、real-time content vendors),Acoustic customers,and any integration that either needs to get data into or from Acoustic Connect.In addition to APIs,Acoustic Connect offers a modern cloud connection,data-streaming options for CDP integrations,as well as traditional batch and scheduled data processing o
169、ptions.Pricing and support An annual contract is required.No free trial or other pre-purchase testing is available.Acoustic Connect supports upper mid-market to low-mid enterprise companies,with contracts that typically run over a single year.Audience size,channel Acoustic1125 Oak St.,Suite 201Conwa
170、y,AR 2023 Third Door Media,Inc.18 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guidevolume,number of data connections,and automated strategies typically contribute to contract size,allowing for an extensive use of enterp
171、rise-grade processing,delivery and send capabilities.As part of the standard subscription fees,Acoustic provides provisioning,deliverability,and support.Every Acoustic customer has access to a Customer Success Manager,trainings and extensive resources through Acoustic Academy,and 24x7x365 service fo
172、r any product-related issues at no additional cost.Premium support is available for purchase.Acoustics premium level of support includes a dedicated Technical Account Manager,health checks and assessments to prevent problems,and faster resolution/response times.Premium support also includes 24 to 60
173、 hours of professional services annually(depending on tier)that can be used to assist with special requests such as deliverability workshops,strategic assessments or best practice delivery.Acoustic1125 Oak St.,Suite 201Conway,AR 2023 Third Door Media,Inc.19 https:/martech.orgVENDOR PROFILESMARTECH I
174、NTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Act-On Software serves marketers across all levels of business.Clients include SMBs,midsize companies and multibillion-dollar enterprise businesses in verticals such as banking/finance,constructio
175、n,manufacturing,retail,healthcare,insurance,education,utilities,media/communications,transportation and technology.Company overview Founded in 2008.168 employees.Act-On Softwares most recent round of funding came in March 2021 via$20 million of growth financing from existing investors U.S.Venture Pa
176、rtners(USVP),Technology Crossover Ventures(TCV),Norwest Venture Partners,Voyager Capital,founder Raghu Raghavan and new investor,Beedie Capital.Act-On was founded to create a platform that enabled marketers to better connect with consumers through faster,bolder,more engaging initiatives.Act-On has o
177、ffices in Portland,Oregon and Reading,England,employing hundreds of workers worldwide.Product overview Act-On provides a marketing automation solution that helps teams scale and more effectively reach their target audience with a modern UI,native artificial intelligence and a low total cost of owner
178、ship.The company says it appeals to customers looking to escape multi-product suites complexity and high cost for a purpose-built marketing automation solution.Use cases Act-Ons platform assists marketing teams to automate processes while integrating with their preferred CRM and other martech tools.
179、Features include:Lead scoring and segmentation.Email automation.Marketing attribution and reporting.Automated nurturing programs.Sophisticated email and SMS marketing.Multichannel lead generation.Customer insights to power sales.Orchestration and automation Customer journeys can be implemented throu
180、gh Act-Ons automated journeys visual canvas or its funnel reports.With the automated journey visual canvas,customers can create any type of nurture or engagement flow based on lead attributes,behaviors and scoring.Data from external sources such as CRMs can be used to define funnel stages,segments a
181、nd overall flow of the journey.The Act-On funnel report provides volume,velocity and conversion metrics along with open and won-opportunity revenue totals.Act-On uses machine learning for predictive scoring,which takes into account all touchpoints for an individual.Multiple AI models present the bes
182、t-fit score for a lead.This enables marketers and sales teams to invest their efforts into the leads with the highest propensity to convert.Act-On Software121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act- Key customersAvery Dennison CorpAutozoneHitachiBest BuyOregon State UniversityProgres
183、sive Key executivesKate Johnson,Chief Executive OfficerRoger Rowe,Chief Financial OfficerSyed Mohtashim Ahmed,SVP of Engineering and OpsJeff Day,SVP of Marketing 2023 Third Door Media,Inc.20 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platfo
184、rms:A Marketers Guide Analytics provide insights into won-opportunity characteristics,top industries,top segments and top regions to show impact on the bottom line of leads by source and campaign.In addition to campaign-level reporting,users also have access to attribution reporting on a first-and m
185、ulti-touch basis to allow marketers to identify top-performing content.This information can help marketers optimize their campaign forecasting and return on investment.Act-Ons orchestration capabilities enable marketers to streamline and automate their marketing efforts across various channels and t
186、ouchpoints.The platform is a central hub that coordinates and executes a predefined workflow based on customer behavior or specific triggers.Users can capitalize on insights gained by leveraging data-driven automation and personalized campaigns.Act-On integrates data from multiple sources,such as cu
187、stomer interactions,behavioral patterns,purchase history and demographic information.With these insights,users can identify key segments,preferences,and trends.Act-Ons automation capabilities allow users to proactively engage with their audience from triggering campaigns based on product interest to
188、 personalized re-engagement campaigns for customers or late-stage prospects.Within automation,marketers can create rule-based logic to route prospects/customers into optimal communication paths,leveraging native email,SMS and internal alerts.Additionally,Act-On can integrate with other tools such as
189、 CRM systems,adjacent channels(via iPaaS),or analytics platforms,allowing marketers to synchronize data across systems and build a unified customer view across channels.Marketers can then update CRM records based on engagement,accelerate the sales process through notifications,trigger actions via re
190、targeting or direct mail partners or generate reports to measure the impact of marketing efforts on sales revenue.Testing capabilities Act-Ons automated journey feature supports branching and segmentation to determine the effectiveness of specific actions.The feature shows conversion and engagement
191、rates for specific actions,which marketers use to gauge effectiveness and revise campaign flows.The Act-On A/B testing feature lets marketers test content variations and select the most effective content for their audiences.This feature is available for batch email,automation and landing pages/forms
192、.For batch email,customers can define multiple variations of the message,test audience size and final message criteria.Within automation,the A/B test condition allows marketers to determine which messages perform best against a random and equally-distributed set of program contacts.After a specified
193、 test interval,the winning message(determined by the highest clickthrough rate)is then sent to future contacts entering that stage of the program.Depending on website traffic,a marketer may be able to optimize click rates in as little as 30 minutes using A/B testing for landing pages and forms.These
194、 tests can optimize for conversion,meaning better performing variations show more often than ineffective variations,accelerating lead generation opportunities,increasing content relevance or simply maximizing funnel conversion stages.Analytics and reporting The Act-On platform includes:individual as
195、set performance reports(e.g.,forms,landing pages,emails),marketing campaign reports,channel reports(e.g.,SMS,email,website),revenue impact reporting(opportunity dollars from CRM),attribution reporting(first and multi-touch),funnel reports(stages from CRM)and dashboards.Act-On also provides reports a
196、nd metrics through APIs and a data export feature which exposes all available data for scheduled export to local or cloud-based storage.Act-On Software121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act- 2023 Third Door Media,Inc.21 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT
197、:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideAct-On Software121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act-Collaboration and workflow Draft emails can be sent by one user to another for review and launch approval.This feature set enables the separation of roles b
198、etween content creators and campaign approvers.Additionally,each account has a marketing calendar,which automatically adds scheduled messaging and allows marketers to add internal events or sync to an external calendar.In Act-Ons multi-instance configuration,companies can segregate different busines
199、s units or marketing regions through the marketing network,allowing corporate oversight and minimizing individual access.Assets(any content template)can be shared between instances and modified to each business unit/partner/brands need.The companys CRM Sales Seat(sales access through native CRM inte
200、grations)and the Act-On Anywhere Sales enablement tool let marketers provide templates and assets such as forms and landing pages to sales teams to quickly and effectively build personalized email communications with prospects.The Act-On template library provides a centralized source for individual
201、campaign creators to jumpstart the creation of email,form,landing page and automated journey content.Privacy and data security Act-On is ISO27001 Certified and HIPAA Compliant.Act-On is audited three times per year against its security controls/framework.Safeguards and redundancy are key components
202、of this audit.Act-On uses Flexential Data Centers that are SOC-2 Type 2 Certified.Third-party integrations Act-Ons native CRM integrations include Salesforce,Zendesk Sell,Microsoft Dynamics,SugarCRM and NetSuite.The company is working to expand native integrations with market-leading ABM solutions a
203、nd data enrichment providers.Act-Ons solution is designed with a flexible data approach through native functionality(e.g.CRM integrations),extensive APIs(e.g.event-triggered emails),custom extension lists and custom touchpoints to provide customers with the range of flexibility they require to suppo
204、rt their custom needs.Act-On will soon release a wide set of events through its webhooks capability.Act-On is included in over a dozen iPaaS providers such as Zapier,Cazoomi SyncApps and tray.io.Pricing and support An annual contract is required.No free trial or pre-purchase testing is available.Pri
205、cing packages vary on a number of factors,including the number of active contacts,the number of marketing and sales users and other add-on modules customers choose to purchase.Pricing typically starts at$1,000 per month and the average Act-On contract runs$3,000 monthly.Act-On provides the following
206、 offerings to all customers at no additional cost:Customer Success Manager Technical support Online training and product documentation Office hours and ongoing product training Customer-focused webinars and workshops Support from 9 a.m.GMT to 5 p.m.PST.As part of their base license cost,all users ca
207、n access a library of online training content,including videos and written guides.For additional fees,Priority“Premium”support offers faster responses and more support channels(chat,phone,scheduled Zoom calls).2023 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:
208、Enterprise Customer Journey Orchestration Platforms:A Marketers GuideAct-On Software121 SW Morrison St#1600Portland,OR 97204T:(877)530-1555act- Act-On also offers the following services for additional fees:Deliverability consulting Technical consulting Content creation and design services Automated
209、program design and implementation Act-On has two standard implementation packages.The$5,000 Fast Track package helps smaller teams who plan to be hands-on get the technical setup quickly.The$20,000 Premium Onboarding package gives marketing teams more help getting up and running.With this package,Ac
210、t-On takes the lead in building out(or migrating)required segments,programs,customized subscription management tools,webinar integrations and reporting.2023 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Mark
211、eters GuideTarget customerEnterprises and mid-market businesses.Company overview Founded in 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
212、Journey Optimizer,which is natively built on the Adobe Experience Platform,lets marketers 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 A
213、dobe Target,Adobe Campaign and Adobe Marketo Engage.Use cases Unifying data by connecting 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
214、to select the next-best offer based on real-time customer behavior.Designing email and mobile 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 Ex
215、perience Manager Assets Essential that connects the sources of content directly to media channels.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 ana
216、lysis Journey Optimizer features a limited version of the capabilities offered in the Adobe 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 Jour
217、ney Optimizer user interface allows marketers to explore data and create datasets.Adobe Experience 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 custom
218、ers own web and mobile applications,CRMand enterprise applications,cloud-based storage and 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 Analy
219、tics will unlock additional complementary capabilities.Adobe Customer Journey Optimizer345 Park AvenueSan Jose,CA 95110-2704T:408-536-6000https:/ customersNot disclosedKey executives Shantanu Narayen,Chairman,President and Chief Executive OfficerScott Belsky,Chief Strategy officer and EVP,Design and
220、 Emerging ProductsAnil Chakravarthy,EVP and GM,Digital Experience Amit Ahuja,VP,Experience Cloud,Platform&Products,Digital Experience 2023 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTesting
221、,orchestration and automation Features a central location enabling the creation and management 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 a
222、nd ML,for eligibility,frequency,ranking and capping to select the right offer for each unique 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
223、to send relevant personalized offers.Users can build multi-step journeys for targeted audiences,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.Analy
224、tics and reporting Adobe Journey Optimizer has built-in journey measurement and engagement reporting.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 ce
225、ntralized decisioning and incorporate artificial intelligence and machine learning to surface 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 su
226、bscription lists,allow marketers to measure and visualize in real time the impact and performance 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
227、 the journey,such as the number of profiles that entered the journey,the number of profiles that 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 delive
228、ries,including number of sends,number of deliveries,bounces,errors,opens,clicks,unsubscribes and 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 relat
229、ed to push deliveries in the journey,including sends,deliveries,bounces,errors,opens,actions and 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-ingloba
230、l reporting capabilities,Journey Optimizer can automatically send journey performance data to 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 Jo
231、urney Optimizer user interface.Query Editor supports developing queries for analysis and data 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 95110-27
232、04T:408-536-6000https:/ 2023 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideCollaboration and workflow Integrates with Workfront for real-time tracking of progress toward business goals,enablin
233、g teams to see how their work supports those goals.Privacy and data security All data in transit 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 Ado
234、be Experience Platform is logically isolated across customers.Third-party integrations Integrates 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
235、the Adobe Experience Platform Exchange,users can access hundreds of pre-built plug-ins to integrate 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 active
236、ly engaged through the software.Journey Optimizer is offered in three packages.Select includes 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 us
237、ers,messages,profile richness,sandboxes,Burst Push messaging,Deliverability Essentials and Deliverability 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 documentat
238、ion,tutorials and a community forum.Adobe Customer Journey Optimizer345 Park AvenueSan Jose,CA 95110-2704T:408-536-6000https:/ 2023 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audienc
239、e Medium-to enterprise-sized businesses primarily in financial services,utilities,telecommunications,insurance,retail/ecommerce,travel,automotive and not-for-profit.Company overview Founded in 1997 60 employees Alterian is a software publisher of real-time customer journey analytics and journey orch
240、estration solutions,which helps businesses see and understand their customers journeys and take action on the insights gained.The customer journey analytics functionality delivers insights that let marketers orchestrate real-time personalized experiences and next-best actions,providing customers wit
241、h a seamless experience that helps them achieve their goals while driving the success of business objectives.Alterian has offices in Denver,Bristol and Sydney.Product overview Alterians Real-Time CX Platform is a SaaS solution that has built-in customer journey analytics and journey orchestration.It
242、 leverages AI to help customer-experience professionals deliver real-time individualized experiences that drive customer and business outcomes.Customer journey analytics displays customer journeys in user-friendly dashboards,visualizing friction points and drop-offs in cross-channel journeys and qua
243、ntifying impact on business metrics.Journey orchestration and AI leverage insights from billions of customer interactions to predict customers paths and deliver an optimized,real-time,next-best experience unique to each individual that enables them to seamlessly achieve their goals.Use cases Increas
244、e 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 designed to re-engage lost customers or deliver optimiz
245、ed,frictionless journeys to increase conversions and revenue.Reduce costs-Through AI analysis and modeling,businesses can idenitfy customers undertaking an account payment journey that exhibit a high propensity to switch from a low-cost channel such as digital experience to a high-cost channel such
246、as the call center.By predicting their behavior,the system can then deliver a personalized next-best action in the moment to help deter a channel switch and enable the customer to complete payment digitally.This reduces the volume of customers engaging with high-cost channels and reduces costs.Drive
247、 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 transition to a call center.All available informati
248、on about the customer and their current experience can be delivered to the service rep,along with recommended next best actions,so the rep can,with context,choose which action is the most appropriate in order to increase the likelihood of positive retention outcomes.Alterian1550 Larimer Street,Suite
249、 105Denver,CO Key customers IberdrolaMitsubishi MotorsWestpacThe Wine SocietyChildFundKey executives Bob Hale,Chief Executive OfficerAlex Thompson,Vice President of Product StrategyNathan Lamos,Growth ExecutiveHelen Fee,General Manager,APAC 2023 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFI
250、LESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideData analysis Real-Time CX receives and sends data,faster than 100 miliseconds,in streams and batches to other solutions as structured and unstructured data,joining customer activity and metadata for
251、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,building a progressive profile that persists with the
252、 customer over time and identifying where they sit within a journey.The AI decision engine suggests next best actions by:Predicting future behavior and visualizing five journey steps ahead.Discovering journey patterns to categorize journey types at scale so next best actions can be recommended acros
253、s 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 drill into behavior as it occurs;its used to suggest next best action.Si
254、mulation 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 bandit(MAB),continually testing against business and customer goals
255、.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 has the ability to pipe anonymized,real-time production journey data
256、 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 orchestration capabilities.Core functionality enables the automated ide
257、ntification 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 real-time and historical data identifying customers to understand how they transact,
258、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 rule decisions and task creation from operational systems such as CRM.Journey playbooks c
259、ontain 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 creating a workflow from scratch and saves time when customizing a playbook to the unique
260、needs of their customers.Alterian solutions are primarily suited to B2C businesses,as well as B2B businesses across a variety of verticals including financial services,utilities,telecommunications,insurance,retail/ecommerce,travel,automotive and not-for-profit.Analytics and reporting Real-time event
261、 data is fed constantly into the Journey Analytics engine for interactive analytics.Journeys are Alterian1550 Larimer Street,Suite 105Denver,CO 2023 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Gu
262、idevisualized graphically in Dashboards,Opportunity Matrix 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 im
263、ported or captured and used across these reports.Analysis 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 design
264、ed for different user types show relevant key information 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 Play
265、books are the starting place for co-creation and collaboration 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 am
266、ong different user roles.Tasks and workflows can be linked 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 manage
267、ment system is in place,and Alterian provides built-in 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 operate
268、s across GDPR and regulated markets,following rules for use of personally identifiable information and data movement.The company follows the Microsoft Security Development Lifecycle,which includes threat analysis and regular penetration testing from independent security companies.Third-party integra
269、tions Real-Time CX easily integrates with any third-party system with its configurable API connectors and data import/export functions.The platform has 130+connectors that can be extended by end-users in a no-code UI.Integrations include:Engagement technologies that provide outbound and inbound cust
270、omer touchpoints,such as campaign and call center systems.In addition,many other systems provide contextual data,product functionality,and third-party systems.Digital technologies for personalization of experience and content through orchestration.Transactional systems providing customer lifecycle m
271、etrics,product preferences and lifetime-value data.VoC and CFM platforms that provide data to enrich journey analytics and signals for orchestration.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 mo
272、re 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 they Alterian1550 Larimer Street,Suite 105Denver,CO 2023 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise
273、 Customer Journey Orchestration Platforms:A Marketers Guidehave 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 ac
274、cess supplementary services retainers or hypercare if 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 wi
275、th clients to understand their current maturity and capabilities 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
276、create these.Alterian1550 Larimer Street,Suite 105Denver,CO 2023 Third Door Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Enterprises across multiple markets,including telecommunications,
277、financial services,healthcare and retail,as well as smaller organizations via self-service mode.Company overview Founded in 1982.5,000 employees.Acquired Tekzenit in May 2020.Acquired Kitewheel in July 2021.Cloud-based engagement platform that orchestrates real-time,contextually relevant customer ex
278、periences for brands.Product overview CSG Xponent is a cloud-based solution that brings multiple customer experience offerings together into a single,end-to-end platform.Journey Steps maps and strategizes ideal experiences.The CDP provides a full view of customer data.Journey analytics provides real
279、-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 for typical journey use cases can be implemented without programming or data science backgro
280、und.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.In 2022,CSG launched Xponent Ignite,a solution designed to help customers get started more quickly with journey orchestration
281、through industry-specific pre-built journeys.Xponent Ignite aims to deliver better business outcomes and quicker time to value at lower risk to organizations.Use cases Manage channels and communicate with customers.Identify successful segments or see segments that need assistance.Understand which se
282、gments 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 a journey and real-time decisioning.Data analysis A cloud-based unified data layer serves as the master rec
283、ord for customer profiles,ensuring data quality,conformance,transformation and unification.Xponent Data Platform capabilities power data management,real-time journey analytics and orchestration.Xponent stores both real-time and historical/batch data.This supports real-time journey use cases as well
284、as batch use cases such as segmentation,predictive modeling,data cleansing,and ETL.The benefit of integrating rich data platform capabilities into Journey Orchestration(JO)results in real-time profile enrichments,segmentation,and advanced analytics capabilities.Data can be gathered from various sour
285、ces and channels to create a unified view of the customer and in real-time customers will be actively segmented based on their latest behavior and the next best action will be immediately triggered through JO.CSG Xponents Data Platform capabilities include:Data collected and stored in the data platf
286、orm is available to other systems.Unstructured data can remain or it can be analyzed for structured output.CSG169 Inverness Dr.WEnglewood,CO 80112T:(888)275-Key customersAARPComcast CVSKrogerNationwideU.S.BankKey executivesEric Carrasquilla,President,Customer Experience SolutionsYogen Patel,Vice Pre
287、sident,Product,Customer Experience SolutionsMark Smith,Senior Vice President,Go-to-Market,Customer Experience Solutions 2023 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guide Within the data plat
288、form,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 for quality issues,and report statis
289、tics 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.For current-state maps,Xponent in liste
290、ning or assessment mode tracks customer 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
291、a foundation to plan future journeys.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 t
292、o test and optimize a journey before 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 journ
293、ey improvement.Business analytics 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 predicti
294、ve attributes.Journey Steps allows 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 qu
295、antitative and qualitative data and 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
296、VOC tools overlay NPS/CSAT data for 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
297、time-series analysis ensure journey 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.Pre-built industry specific journeys and integrations allow organizations to deploy journey steps quickly.Analy
298、tics and reporting Data is tracked for each point on the journey and can be displayed in real time.Native,live visualization across customer journeys.Journey metrics display at each step CSG169 Inverness Dr.WEnglewood,CO 80112T:(888)275- 2023 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILES
299、MARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers Guideto 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
300、real-time trends in parallel.Journey discovery analytic 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 int
301、o qualitative customer feedback as an overlay.Users 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.Collaboration and workflow Journey Steps is an end-
302、to-end customer journey orchestration framework,creating an experience baseline.Users can self-serve connections and add data 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 270
303、01,SOC2-and SOC Type 2.External audits for ISO27001 and PCI-DSS validated by qualified third-party security vendors.Annual 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
304、inside other channels and customer interaction systems,without programming or re-configuring.Supported integrations include 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 pr
305、oof-of-concept pricing models are available.Monthly subscription fee is based on the number of consumers being interacted with,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,
306、installation and implementation.Setup support includes product training for strategy,configuration and administration user types;journey strategy;and creating journey plans across multiple stakeholders.Installation support includes configuring journey rules and integrations,go-live processes and the
307、 assessment of results.Implementation support includes assessment of systems and data;development of test scenarios with processing to ensure data quality;and development of metrics for journey success,real-time monitoring and improvement.Executive Advisory Council provides continuous improvement wi
308、th weekly satisfaction ratings.CSG169 Inverness Dr.WEnglewood,CO 80112T:(888)275- 2023 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Enterprises,predominantly in financial serv
309、ices,insurance,telecommunications and retail.Company overview Founded in 2010.42 employees.InQuba 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,adva
310、nced analytics and AI to provide insights into customer journeys,customer behavior and the customer 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 p
311、latform lets users measure customer value delivery at key points in the journey.By ingesting data 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
312、 understood,interactive engagements nudge customers to the goal point.The effectiveness of these 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
313、.Brand health.Data analysis The platform ingests transactions from multiple channels through a variety of connectors and then visualizes the 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
314、 being observed,their progress towards a goal is monitored,their progress towards the goal is updated and then automated actions are taken depending on whether the goal has been achieved or not.The inQuba platform provides for the organization and analysis of data to determine what factors contribut
315、e 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 interventions can be orchestrated through inQuba or through external systems.The key contributors to goal success can be anal
316、yzed and then used to determine the next best action.inQuba30 Wall Street,8th FlNew York,NY 10005T:(833)446-7822Fountain Grove Office Park5 2nd Road,Hyde Park,2196Johannesburg,South AfricaT:(011)447-2049 Key Customers GoodyearStandard BankAmerican ModernDiscovery Old MutualTelkomKey ExecutivesMichae
317、l Renzon,Co-founder and Group Chief Executive OfficerTrent Rossini,Co-founder and Managing DirectorBruce Eidsvik,President,North America 2023 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTest
318、ing capabilities The inQuba solution monitors action 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 le
319、arning model analyzes the relationship between the interventions 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 pl
320、atform operates of a fully lights-out basis.Workflow 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
321、 constitute a workflow either for digital nudges or for 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 st
322、ate and value delivery perception of customers can be 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
323、 are obtained from the dialogues with end customers and 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.Use
324、rs of the system can visualize insights together and 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 Hos
325、ted exclusively on Microsoft Azure,a hosting environment that is ISO 27001-certified.Within that environment,each corporate 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 automaticall
326、y triggered in response to issues.Administrative users log into 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
327、Webhooks for customer integration.Connectors into Microsoft Power 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 fil
328、e exchange.inQuba30 Wall Street,8th FlNew York,NY 10005T:(833)446-7822Fountain Grove Office Park5 2nd Road,Hyde Park,2196Johannesburg,South AfricaT:(011)447-2049 2023 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Customer Journey Orchestration Platfo
329、rms:A Marketers GuidePricing and support An annual contract is 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 t
330、ypically pay between$6,000 and$30,0000 per month.Three primary 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 requi
331、red.Monthly customer value services are provided on an hours-per-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.inQuba is a IP CoSell Microsoft Part
332、ner and works very closely with Microsoft to deliver for customers.inQuba30 Wall Street,8th FlNew York,NY 10005T:(833)446-7822Fountain Grove Office Park5 2nd Road,Hyde Park,2196Johannesburg,South AfricaT:(011)447-2049 2023 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE
333、 REPORT:Enterprise Customer Journey Orchestration Platforms:A Marketers GuideTarget audience Medium-to-large enterprises.Key verticals include telecom,financial services,automotive and insurance industries.Company overview Genesys founded in 1990.6,200 employees.Genesys acquired Pointillist and Exceed.ai in December 2021.Genesys lets organizations deliver proactive,predictive and personalized expe