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Posted by Rob Brosnan on February 27, 2012
The essential shape of the enterprise marketing landscape hasn’t changed much over the years. In last week’s Revisiting The Enterprise Marketing Software Landscape, I dissect technologies into the four basic categories of marketing management, brand management, relationship marketing, and interactive marketing. Consumers are rapidly changing behaviors, and marketing as a practice is evolving dramatically, but the technologies that marketers buy continue to come in essentially the same containers.
Notice, however, all of the decision management systems employed across the marketing landscape. From interaction management to online testing to recommendations to contact optimization, marketers are using automated systems to make an increasing number of customer-facing decisions. Viewed from the perspective of those decisions, the landscape of marketing technologies is shifting under our feet.
So is it time for a new take – say, customer decision management (CDM) – on marketing technology?
Why Do We Need Customer Decision Management?
Given that we’re already awash in marketing technology, do we need another three-letter acronym? Yes, because customers are:
What Is Customer Decision Management?
Allow me to hazard a definition of CDM, taking some liberties on James Taylor’s work on decision management systems:
Customer decision management applications are tools that tailor the content, products, offers, and next actions presented to individual customers based on analytical processes applied to that individual's profile and context and from the continuous learning accrued from other customers' interactions.
Many of these tools – from offer management to online testing tools – are familiar to and used daily by CI pros, though the concept provides a new perspective on the marketing technology landscape. Vendors range from the largest enterprise providers – such as IBM, Oracle, and Infor – to startups – like Conductrics and Featurespace.
What Are The Characteristics Of CDM Technologies?
CDM technologies should be:
What Are The Implications Of Customer Decision Management?
While many CDM technologies exist today, I’m interested in exploring the implications of their use. Particularly:
What Are Some Good Resources?
If you do find this concept of customer decision management useful or interesting, please let me know in the comments or on Twitter (@brosnaro). I’ll also leave you with some related Forrester research.
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