New Research Shows Person-Level Data Measurement Critical for Marketers to Reach Their Key Objectives

Marketing Measurement Requires Increasingly Timely, Accurate and Granular Data;99 Percent of Marketing Leaders Are Considering a Person-Based Approach New research shows marketers are bullish to analyze their campaigns at the person-level — and have implemented or intend to adopt person-level customer data programs to ensure the efficacy of their marketing programs. Although marketers have more customer data at their disposal than ever before, the study also found that 71 percent of marketers are hampered by disconnected…

GSTV Launches OCTANE, Providing End-to-End Insights, Targeting, and Attribution Capabilities for Data-Driven Advertisers

New Offering Codifies Partnerships with Leading Analytics Providers including Acxiom, Placed, Dstillery, and IRi GSTV, the national video network powering active consumers in over 200 DMAs, announced a breakthrough new analytics offering called OCTANE. The service is already transforming how brands connect high-fidelity behavioral data with national advertising campaigns, driving quantifiable business outcomes for some of the world's leading marketers. OCTANE supplies powerful insights through new sources of…

Beckon Introduces New Artificial Intelligence Capability; Empowers Marketers to Turn Messy Marketing Data into Actionable Insights with a…

AI Guides Marketers Through the Process of Using Data to Understand Where to Spend Their Next Dollar as Pressure to Demonstrate ROI Intensifies Marketers are increasingly expected to use data to make smarter, faster decisions, reallocate spend on-the-fly, and continually prove marketing's impact on the business. While marketers have no shortage of data, integrating it from disparate sources and formats into a consolidated, cross-channel view so they can use it to understand how to better spend their next marketing dollar…

Content is The “Lion Factor” in Succeeding with ABM and Person-Based Marketing

The lion is as good as it hunts. The beauty and the strength wane as the hunt goes down. I often relate to that impressive 'Lion' factor in content marketing too! Do you? How do you measure the performance of your content, and how often? To find answers, you have to be a lion in your B2B marketing strategy yourself. Isn't it!!! Do Enterprise Decision Makers Actually Consume B2B Content? Powerful content can accelerate not just your marketing efforts, but also add more teeth to your sales. With the coming of age for ABM…

Is Person-Based Marketing an Upgrade to ABM?

Person-Based Marketing Means You Get to Talk to the Person, so You Know Who Sees Your Message and What Is Relevant for This Person to Use in Your Communication Your customers are real people, and they want to be treated with real experiences. That's the whole context of Person-based marketing (PBM). Customers react to personalized experiences positively compared to bland, traditional messages, promoted across marketing channels, sans logic. Earlier this month, Influ2 platform, powered by machine learning, announced the…

Influ2 Unveils Person-Based Marketing Platform to Empower B2B Marketers

Influ2 Enables One-On-One Connections with Decision Makers using Person-Based Marketing Solutions Influ2, the first person-based marketing (PBM) solution, launched its platform for B2B marketing teams. Influ2 platform is powered by machine learning, that generates and sends personalized advertising on behalf of B2B marketers to decision makers at enterprises on an individualized basis. At the time of this announcement, Influ2 CEO Dmitri Lisitski, said, "Influ2 addresses the flaws associated with account-based…

John McLaren Joins Measure Protocol as Vice President of Sales

Award-winning company, which offers a person-based data marketplace powered by blockchain, hires experienced market research sales professional Measure Protocol, the ethical person-based data marketplace powered by blockchain, has hired John McLaren as Vice President of Sales. A new position for the company, McLaren will drive global sales, strategic partnerships and help to continue Measure’s growth trajectory. He will apply his decades of experience in the market research and consumer insights space to help share…

Measure Protocol Releases “QuickAnswers” to Uncover Fast, Cost-Effective Consumer Insights

New data service provides marketers, public relations firms, advertising agencies, media and other business professionals with fast access to answers for their most pressing market research questions Measure Protocol, the ethical person-based data marketplace powered by blockchain, released Measure QuickAnswers (Measure QA). The new service provides an agile approach to uncovering pressing data points. These insights, garnered from Measure’s audience of Gen Z and Millennial mobile-only app users, can help businesses of all…

MarTech Interview with Owen Hanks, CEO at Measure Protocol

"Market research, data collection and validation are intrinsically linked to MarTech and AdTech." Tell us about your role and journey into Technology. What inspired you to start at Measure Protocol? Our team of founders came together in early 2018 to form Measure Protocol with a broad range of experience, alongside specific skills that lend us to certain roles. While each of our beginnings were very different, they have a few common threads including startups, technology before its time, acquisitions, too many trips to…

Neustar and JCDecaux North America Partner to Bring Mobile Location Intelligence to Digital and Analog Out-of-Home Advertisers

Partnership Allows Brands, Publishers and Agencies to Plan, Target, Visualize and Segment Consumer Audiences Outside the Home Neustar, Inc., a trusted, neutral provider of real-time information services and the leader in trusted customer identity and marketing analytics solutions for Fortune 500 brands, and JCDecaux North America, Inc., the number one outdoor advertising company worldwide, announced a partnership to bring advanced mobile location intelligence to modern digital and analog Out-of-Home advertisers. Neustar’s…

MediaMath Integrates Merkle’s Merkury ID to Scale Cookieless Identity Management, Activation, and Attribution

Latest SOURCE integration enables brands to execute digital marketing efforts programmatically, linking first-party person-level IDs to known offline consumer profiles MediaMath, acclaimed independent advertising technology company for brands and agencies, and Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company,  announced the full integration of Merkle's Merkury ID into SOURCE. For the first time, this will enable any advertiser using MediaMath's SOURCE to accurately identify…

Influ2 Raises Millions in Seed Funding

 Influ2, the first person-based advertising platform, announced its initial round of seed funding of $3.4 million, which is the largest round of seed funding secured in the history of account-based marketing (ABM). Co-founded by Dmitri Lisitski, chief executive officer, and Vladimir Mikhalko, chief technology officer, Influ2 offers account-based advertising solutions that empower B2B marketers to only show their ads to chosen decision-makers on an individualized basis. This round of funding signifies Influ2’s commitment to…

Behavioral Scoring in Account-Based Advertising

Account-based marketing (ABM) has been around for over a decade, first introduced by ITSMA in 2004. It was created “to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients.” Now, 15 years later, we are finally in a place where companies incorporate ABM into their marketing strategies and budgets. Yet, as with every relatively new technique, many marketers are still struggling with measuring the effectiveness of their ABM campaigns, especially scoring accounts before…

MarTech’s 5 ABM Best-Practices from Industry Leaders

Account-Based Marketing (ABM) is a popular Marketing practice among B2B companies working with larger target accounts. 58% of ABM practitioners consider their current status of revenue generation from ABM as "sophisticated". The sophistication of ABM has forced B2B Marketing teams to find out best practices in the industry for various Sales-focused activities. ABM best-practices continue to evolve with the influx of data, analytics, and marketing insights drawn from various Data Management Platforms (DMPs). We find a large…

New CMO Benchmark Report Finds Marketing Organizations are Ready for the Future

Deloitte's New CMO Organization Benchmark Study Provides Roadmap for the Evolution of Modern Marketing Organizations Insights from a new study of over 400 senior marketing executives across the globe illuminate how top CMOs and their companies are organizing and operationalizing their marketing functions to succeed in today's disruptive business climate while providing a roadmap for critical planning and decision making needed to ready and evolve modern marketing organizations for the future. At the time of this…

TripleLift Partners With LiveRamp to Bring Enhanced Addressability to the Open Web

TripleLift is the first native exchange to offer programmatic people-based marketing on the open web TripleLift, the technology company that invents, powers and scales ads that earn consumer attention, has partnered with LiveRamp, the trusted platform that makes data accessible and meaningful. With this partnership, marketers will be able to leverage native creative executions with enhanced addressability for targeting and measurement capabilities on the open web, matching the quality and performance of walled gardens. For…

What’s New with LinkedIn Pages: Helping You Humanize Your Brand

Today, more than 50 million organizations around the world rely on LinkedIn Pages to help them engage with their customers, prospects, and employees. LinkedIn Marketing Solutions is constantly investing in Pages and have recently introduced features like Employee Notifications, Kudos and Team Moments and Community Hashtags so you can build a sense of community with people who matter most to your business. In this quarter’s update, LinkedIn is introducing some more new tools to help you engage with your community in more…

Hotnest Raises USD 6 Million for Sales and Marketing Automation

Hotnest Technology raises additional USD 6 Million Series A, total funding to date exceeds USD 8 Million Round led by leading Chinese investors China Merchants Capital and Oriza Holdings, followed by existing investors Funds will be used to further develop big data technology, European market entry and helping brands and companies scale in the Chinese market Hotnest Technology, a China - Germany based AI Marketing Automation Platform, has raised 6 Million USD for their Series A funding. This brings its total…

Are You Confident About Distinguishing Between a Computer-Generated Voice and Human Voice?

Despite the growing presence of deepfake voice fraud, Americans believe that they can to detect a CG-voice pretending to be a human voice.; Research by ID R&D published as biometric firm prepares to demo voice anti-spoofing solutions at CES  Despite the growing presence and impact of deepfake voice fraud, more than one-third of Americans were confident that they would be able to detect a computer-generated voice pretending to be a human voice (36%), according to new survey results released today by ID R&D. Just 30%…

ADARA Releases Results of Travel Marketing Personalization Study With Skift

ADARA, the world’s travel data co-op and leading provider of traveler intelligence, in partnership with Skift, announced new research detailing travel marketer use of advanced marketing tactics for personalization entitled "Getting to Peak Personalization". The study, which included responses from close to 500 US-based travel marketers, finds that few travel brands have employed the most advanced tactics such as AI-driven prediction and dynamic use of data across channels, but that many plan to do so in the next year.…