Wednesday, February 24, 2016

BlueConic Launches Marketing Technology Self-Assessment Tool

It's a little more than a year since I collaborated with BlueConic on a marketing technology maturity model.  They've been busy improving their product, in particular by adding a set of templates for prebuilt marketing programs, which they call "blueprints".  Users first select a goal, such as "decrease bounce rates".  They are then led through a sequence of tasks to collect the necessary customer data; assemble the data into profiles; segment customers using the profiles; and deliver the messages to external systems.  The goal is to make it easier for marketers to create useful programs with the system.

But BlueConic was also working on a little side project: an online self-assessment tool based on the maturity model.  This asks users about a dozen questions about their marketing methods, business processes, and organizational resources.  It then provides an assessment of how they compare with other companies and makes recommendations for how to make improvements.  I provided much of the content, so obviously I'm biased, but I do think the results are pretty interesting and useful.  And it's free...did I mention free?  You can read more about the tool in this BlueConic blog post and access it here.  Enjoy!

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