Keith Dawson is a Senior Research Analyst in the Customer Experience & Commerce practice at 451 Research, a part of S&P Global Market Intelligence, primarily covering marketing technology. Keith has been covering the intersection of communications and enterprise software for 30 years, mainly looking at how to influence and optimize the customer experience.
Prior to joining 451 Research, Keith had stints as an analyst at Frost & Sullivan and Ovum, and served for many years as the editorial director of Call Center Magazine. He has written several books and countless articles on technology, and is a frequent speaker and presenter on issues related to customer engagement and the intersection of marketing, sales, service and support.
He is a graduate of Amherst College with a BA in English Literature.
The picture that is emerging of the Marketing Cloud (and its component parts) is one of strong potential growth coupled with an argument that its acquisitions over the last three years have successfully been integrated into an end-to-end solution. Salesforce's reliance on its underlying platform technologies is more evident than ever.
Companies like Formation are enabling brands to design and deliver targeted offers to individual customers. Using AI/ML to select specific offers and deeply refine them based on first-party data is turning out to be highly effective at increasing customer engagement.
Using rich customer journey analytics visualizations, Kitewheel's orchestration platform promises to help brands engage prospects and customers with personalized interactions and AI-driven journeys across channels and touchpoints. This is becoming increasingly important as customers gravitate to multiple interaction channels.
We look at the shift in vendors that primarily supply contact centers with voice-centric call recording tools to those that have a distinct strategy of reaching the marketing and sales buyers, which appear to be responding to products that can put voice in context with other data sources.
Call tracking is not new, but marketers are finding a new use case for it, using insight from recorded calls to understand customer preferences, intuit behaviors and orchestrate customer experiences. Vendors emphasize the ability of their AI tools to parse multiple communications channels and provide insight on obtaining specific sales and marketing outcomes.
Wonderflow, a European company in the 'voice of the customer' space, is bringing AI to bear on the complex process of ingestion, cleansing and analysis, in the hopes of expanding its presence in the US and other global markets.
New Alert Set
"My Alert"
Failed to Set Alert
"My Alert"
Here are a few tips for navigating our Research.
Quickly access any of our research and data products.
Browse the research & data that aligns with your specific interest.
Discover new and more flexible ways of finding relevant content.
Set notifications for the topics & companies you care about most.
Access any page in the dashboard from here.
Hand picked content for you and your team.
