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IDC’s Future of Intelligence Research Develops New Index to Measure Enterprise Intelligence and Its Impact on Business Outcomes

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Idc Marketscape Deems Sas a Leader for Machine Learning Operations (Mlops) Platforms

Becoming a data-driven organization is now a priority for executives and boards of directors across industries. Ultimately, enterprises are looking to become more intelligent to create value for all their stakeholders. To help these decision makers, International Data Corporation (IDC) has developed the Enterprise Intelligence Index, which highlights the levels of enterprise intelligence across regions, industries, and organizational size segments.

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IDC has developed the Enterprise Intelligence Index, which highlights the levels of enterprise intelligence across regions, industries, and organizational size segments.

Based on a global study of 1,170 organizations, the Index showcases the impact higher levels of enterprise intelligence have on business outcomes, such as customer acquisition, employee retention, revenue growth, and others. It also pinpoints the impact of new key performance indicators (KPIs), such as quality of decision making and knowledge capture and sharing, as prerequisites for deriving value from data.

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“In today’s digital world, it is impossible to build a foundation for enterprise intelligence without modern data, analytics, artificial intelligence, and knowledge management technology,” said Chandana Gopal, research director, Future of Intelligence. “However, only measuring investments in and adoption of technology is not enough to drive change in data culture and the other three key pillars of enterprise intelligence – the ability to synthesize information, deliver insights at scale, and learn as an enterprise.”

IDC is Enterprise Intelligence Index shows that these investments in aggregate, along with dedicated business leadership initiatives to raise enterprise intelligence, result in positive impact on financial, customer, employee, and operational outcomes.

On October 12th, IDC will host a webinar, Why Every Executive Should be Focused on Enterprise Intelligence Now. The presentation will highlight the new capabilities and metrics that leading enterprises are adopting to increase their enterprise intelligence and drive value for their customers, shareholders, and employees through their superior ability to synthesize information, learn as an organization, deliver insights at scale, and foster enterprise-wide data culture. The webinar will also include a preview of the Enterprise Intelligence Index and show how it can be used to measure and increase enterprise intelligence in the digital-first world.

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Chelsea Financial Services Sponsors Website and ADA Compliance Software for Where-To-Turn.org, Making Site More Accessible for Those with Disabilities

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Thought Industries New Online Academy for Enterprise Learning Built on Industry's Leading 'Headless' LMS Platform

 

Chelsea Financial Services announced that they have increased their sponsorship level with Where-to-Turn.org by donating the installation and annual agreement for ADACompliaSite, an ADA Website Compliance Software, improving site access for those with disabilities and/or visual impairments.

“We had updated our website with ADACompliaSite.com software in order to make our CHFS.com site more compliant with the the Americans with Disabilities Act (ADA).” stated John Pisapia, President of Staten Island-based Chelsea Financial Services. “We’ve had such amazing feedback about our site’s enhanced accessibility that it just made sense to help Where To Turn, this amazing New York City-based organization, upgrade their site to be compliant and more accessible as well.”

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Chelsea Financial Services has been a sponsor for Where To Turn for some years now, providing annual support, collections and marketing for Where-To-Turn.org’s Annual Toy Drive, including a recent “Christmas in August” Toy Drive for 2021 to help get a jump start on collecting toys this year. “Our Where-To-Turn.org 2021 Toy Drive will return right after Thanksgiving and provide thousands of toys for children of families in need.” stated Dennis McKeon, Founder of Where To Turn, a crises relief organization. “We look forward to Chelsea Financial Services continued involvement in sponsoring our toy drives and our website, including this recent donation for the installation and annual contract for the accessibility software. As a non-profit, we serve a lot of Seniors and support the Disabled as well with various programs, so providing better website accessibility is not only helpful, it’s a requirement.”

Chelsea Financial previously sponsored Where To Turn’s website re-design, along with continued quarterly sponsorship of Where-To-Turn.org’s updates, maintenance and hosting plans. “Sponsoring ADACompliasite was a logical next step,” mentioned Pisapia. “Many of the people served by Where To Turn have reached their retirement years, so this software is extremely helpful in improving website accessibility for them. And, to be honest, this software helps me see my own site better…I wish it was installed on every site that I visit!”

Frank Cilento, Registered Representative at Chelsea Financial Services, was the one who first introduced Pisapia and Chelsea Financial to this great organization. “I love how accessibility is the focus of this recent sponsorship.” stated Cilento. “And it’s even better with how easy ADACompliaSite is to use, especially that the software remembers your choices for the next visit. With just a couple of clicks, visitors can change the colors, make text larger, turn the site black and white, and more with over 38 one-click controls. And they can use any combination to create a design that’s to their liking or needs.” added Cilento.

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Please join Chelsea Financial Services in supporting this great organization with a donation via their website, Where-to-Turn.org, or by donating toys during the first weeks of December. You can deliver or ship to Chelsea Financial Services, 242 Main Street, Staten Island, NY 10307, Monday – Friday from 9am – 5pm.

SOME HISTORY ON ADA COMPLIANCE FOR BUSINESS WEBSITES

The Americans With Disabilities Act (ADA) was passed in 1990 and prohibits discrimination against people with disabilities, ensuring that they have equal rights and opportunities. A software “widget” like NthDegreeGroup.net’s ADACompliaSite software assists websites in following both the ADA legal requirements and the Web Content Accessibility Guidelines (WCAG), adopted internationally as standards for accessible website design.

ADACompliaSite software is accessed via an accessibility icon that floats on every page. When clicked, site visitors can change design elements of the website with just 1-2 clicks, making the site instantly more accessible and individually tailored to their needs, without expensive re-design or the need to hire costly ADA Consultants.

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Fluent Ranked in Five Leading Categories in Adjust’s First-Ever Partner Benchmarks Report

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Fluent Maintains #1 Ranking for Data Accuracy in Latest Truthset Truthscore Index
The leading performance marketing company ranked in the top 20 for both Global and North American markets, with multiple wins for advertising innovation in gaming

Fluent, Inc., a leading data-driven, performance marketing company, announced today that it has ranked in five leading categories in Adjust’s first-ever Partner Benchmarks Report, a new guide outlining key trends within the advertising ecosystem to help app marketers make smarter, data-driven decisions.

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Fluent placed in the top 20 for advertisers in gaming on iOS, taking #20 globally and #14 for North America. The company also ranked #20 for advertisers in gaming on Android and #16 for advertisers in gaming on iOS, both within the North American market. Finally, Fluent landed #20 for advertisers on iOS across all verticals, including gaming, entertainment, and e-commerce.

According to Adjust’s Global Trends Report, gaming is the largest mobile vertical this year, with player spending projected to reach $117 billion by 2023, for both iOS and Android devices. Marketers within the gaming landscape can leverage Fluent’s rich first-party data and proprietary mobile web inventory to identify incremental audiences, increase installation numbers, and drive down-funnel actions like an in-game purchase or level completion.

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“Connecting marketers with the quality data and insights they need to meet their growth objectives has always been Fluent’s North Star, and being recognized by Adjust, particularly for our work in the gaming sector, is an incredible accolade as we near the end of the year,” said Matt Conlin, Chief Customer Officer and Co-Founder of Fluent. “Adjust’s report found that game installations skyrocketed 41% in 2021 alone, which is why we’re continuing to invest heavily in our proprietary technology to meet our gaming clients’ demand for best-in-class growth solutions and user acquisition programs.”

Adjust’s Partner Benchmarks Report was compiled based on over 6 billion paid installs and 160 billion sessions from 5,460 apps across 272 networks. Adjust’s customers operate in 246 countries in total, including North America, EMEA and APAC. This report specifically outlines how Adjust’s data ties into larger trends within the advertising ecosystem, and references other reports, such as Adjust’s Mobile App Trends Report 2021.

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Firstsource Partners With UiPath to Strengthen Its Impact Sourcing Initiative

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Firstsource-Partners-With-UiPath-to-Strengthen-Its-Impact-Sourcing-Initiative

Firstsource Solutions Limited, a global business process solutions provider and an RP-Sanjiv Goenka Group company, announced that it has extended its partnership with UiPath, a leading enterprise automation software company, to advance its impact sourcing mission. This strategic partnership, which aims to provide career opportunities to the economically disadvantaged by training them in the latest digital technologies and developing an automation mindset, was also highlighted by Firstsource’s Chief Digital Officer Sundara Sukavanam at UiPath marquee customer and partner event, Forward IV, the world’s most immersive gathering of automation experts.

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“At UiPath, we have always believed that empowering the current and future workforce with automation is the key to the growth of an individual as well as businesses. Through this partnership, our goal is to provide people with opportunities for accreditation in next-gen technologies”

As a purpose-led business, Firstsource is committed to providing high skilled, high paying opportunities to people with historically limited access from financial, geographic, or other constraints. Firstsource and UiPath will jointly provide training on fast growing automation technologies and cultivate a digital mindset, via UiPath’s industry-leading automation platform and academy. Graduates from the program will be placed in real world engagements to create automation solutions for customers across industries.

Commenting on the occasion, Firstsource’s Chief Digital Officer Sundara Sukavanam said, “As a purpose-driven company, the partnership strongly aligns with our commitment to being there for people in the moments that matter. We believe that the synergies between the two companies will create a positive impact on communities with limited opportunities by creating a talent pool that is geared to succeed in a digital-first world.”

“At UiPath, we have always believed that empowering the current and future workforce with automation is the key to the growth of an individual as well as businesses. Through this partnership, our goal is to provide people with opportunities for accreditation in next-gen technologies,” said Bala Arumugam, Senior Vice President, Global Services, UiPath.

Impact Sourcing, the practice of intentionally employing people who traditionally have limited opportunity for employment, has been shown to provide many business and social benefits, including access to new talent sources, greater levels of employee engagement, and economic stability and growth for individuals and the communities in which they live.

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Most Mobile Authenticator Apps Have a Design Flaw That Can Be Hacked

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Most-Mobile-Authenticator-Apps-Have-a-Design-Flaw-That-Can-Be-Hacked

New research shows most apps used for mobile authentication have serious vulnerabilities, even if hardware security is used.

Digitization is driving demand for strong digital identities. A recent McKinsey survey1 reports that the Covid-19 crisis had greatly accelerated the pace of digitization worldwide. Most respondents have disclosed that at least 80 percent of their user or client interactions were now digital in nature, compared to just 58% just before the pandemic. Unfortunately, this has also resulted in a growing number of cyberattacks across all types of organizations, mostly in the form of ransomware attacks and the hijacking of online and financial accounts.

“Unfortunately, there’s a general flaw in their architectural design which hackers can exploit”

This in turn has pushed the growth of the multi-factor authentication market which has been valued by ResearchAndMarkets.com at USD 10.64 billion in 2020 (and is expected to reach USD 28.34 billion by 20262). For banking, financial services or e-government apps, this means adopting some kind of 2FA (two-factor authentication). Typically this would mean an SMS-based OTP (one time password) or a code generated by hardware token or a mobile authenticator app.

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Unfortunately, SMS OTPs have been proven to be insecure, being vulnerable to interception and phishing attacks. Hardware tokens are expensive to deploy, not user-friendly and require regular replacement. Mobile authenticators are seen as the safest and most convenient option, with many keeping the cryptographic keys used to generate OTP codes protected by specialized hardware built into phones (called the Trusted Execution Environment or TEE).

However, “Safest” doesn’t necessarily mean “perfect” and new research into a previously overlooked design flaw reinforces this all too well.

Most distressingly, if the authenticator itself cannot be trusted, then it opens the digital service to manipulation by malware or reverse-engineered by bad actors, potentially leading to account takeovers, data leakage, fraud or worse.

Singapore-based V-Key, a software-based digital security company that developed the world’s first Virtual Secure Element, recently released a white paper demonstrating how most mobile authentication apps can, in fact, be breached by malware. This is regardless of any hard-ware based protection provided by a phone.

Most authentication apps use cryptographic keys to generate the codes used for user identification. These apps can be likened to a treasure chest which only these keys can open. If these keys are stolen, a hacker’s “loot” is the ability to authenticate transactions or sign documents on a user’s behalf. This is why most authentication apps try to make use of the safest storage available for these keys.

For many developers this means a mobile phone’s Trusted Execution Environment. In Android phones this is known as the StrongBox Keystore. In Apple, this is the iOS Secure Enclave (which has a companion software called Keychain that stores encrypted data such as passwords).

“Unfortunately, there’s a general flaw in their architectural design which hackers can exploit,” says V-Key CTO Er Chiang Kai. “We’ve discovered that malware can be used to get to a target’s authenticator keys, enabling the hacker to make unauthorized transactions or sign bogus documents. This is especially true for jailbroken phones, rooted devices, or models susceptible to what’s known as a ‘privilege escalation vulnerability’. We call this design flaw the ‘Trust Gap’.”

How does this work exactly? Imagine someone using a mobile authentication app to generate OTPs for 2FA or sign digital documents. One day they see an interesting mobile game or crypto currency advisory app. They decide to download, install and try it out.

What the user doesn’t know is that this gaming or crypto advisory app is actually malware that exploits a privilege escalation vulnerability targeting their mobile authentication app. “Privilege escalation” is the act of exploiting a bug, a design flaw, or a configuration oversight in an operating system, or software application to gain access to resources (such as keys) that are normally protected from other apps or users. The result is that the malware gets more privileges than intended — and therefore gets access to confidential data, as well as the ability to perform unauthorized actions.

Normally people don’t give a second thought to the possibility of someone hacking their authenticator, as they’re confident that they can trust the ability of the Android Keystore or iOS Secure Enclave to protect cryptographic keys. However, as they play their new game or calculate the profit on their latest crypto bet, a bad actor could already be stealing their keys, or more accurately, their authenticator’s key which is known as an “OTP seed”.

An OTP seed is the secret sauce of many OTP tokens. This cryptographic asset (along with a counter or the time) is fed into the authenticator’s OTP algorithm in order to produce an OTP code. Using this OTP seed, the hacker can now generate OTPs that are identical to those generated by the target’s authenticator. In other words, the hacker now practically owns a user’s digital identity.

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This is an insidious and sophisticated attack as the targeted authentication app doesn’t even need to be running or be tampered with to be compromised. When asked about this vulnerability both Google and Apple responded that they were ultimately not responsible for what users do on or to their phones. Apple, in particular, noted that this issue primarily affects jailbroken iPhones, which as far as they were concerned, went beyond the scope of permitted use. This position is essentially similar to the one that gun manufacturers have taken when dealing with gun-related deaths .

The scenario above focuses on OTP seeds. Some authenticators rely on other types of cryptographic assets such as Public Key Infrastructure keys (PKI). Unfortunately, these can also be cloned or stolen in similar ways. V-Key’s White Paper provides further details on how hackers can do this.

In the rush to grow and acquire as many customers as possible, developers of corporate and e-government apps have effectively overlooked this major security flaw due to misplaced trust. But if SMS OTPs and even mobile authentication apps can be compromised, and the device and OS layers can be of little help, where does this leave the average user? What’s the best way to bridge this gap in trust?

According to V-Key’s Er, ultimately the best solution is to provide a means to identify each end point in the system — whether they be apps, servers, or even individual IoT devices. A secure element bound to every app, such as V-Key’s App Identity solution, can serve as proof of an app’s identity and integrity without the need for any external authenticators, and without compromising the user experience.

As the digital world expands at an ever more rapid pace, this ability to enable identity and trust becomes critical. After all, it takes just one compromised mobile authentication app to infiltrate a corporate or government digital service and possibly bring down an entire system. The losses from which are not limited to just financial penalties and civil liabilities but also to brand and reputational damage, which is sometimes impossible to recover from.

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BetterUp™ Raises $300 Million Series E at $4.7 Billion Valuation, Making the Company the Largest Mental Health and Coaching Startup in the World

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BetterUp™ Raises $300 Million Series E at $4.7 Billion Valuation, Making the Company the Largest Mental Health and Coaching Startup in the World
After several years of surging demand, the new funding will accelerate international growth and create the ‘multiverse’ of human growth and transformation

BetterUp, the inventor of virtual professional coaching and global leader in mental fitness and human transformation for the enterprise, announced today the close of its $300 million Series E fundraise. This round brings the company’s valuation to $4.7 billion and total funding to $600 million, making BetterUp the largest mental health and coaching company in the world. The round also closely follows BetterUp’s $125 million Series D in February 2021, and over-achieving an aggressive 2x growth plan in the first half of the fiscal year. Wellington Management, ICONIQ Growth, and Lightspeed Venture Partners led the round with participation from existing investors Salesforce Ventures and Mubadala Investment Company, also customers of BetterUp, along with Sapphire Ventures, Morningside Group, SV Angel, and PLUS Capital.

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BetterUp raises $300 million Series E at $4.7 billion valuation, making the company the largest mental health and coaching startup in the world.

At a time when the world is redefining the workplace altogether and mental well-being for employees is continuously at the forefront, BetterUp’s latest round of investment will fuel new product innovation to further democratize coaching and reach hundreds of thousands of individuals within an enterprise, no matter their position or level within the organization. BetterUp™ will expand upon its work with the world’s largest companies to deploy hyper-personalized solutions that support their workforces, such as BetterUp Care™, its newest enterprise-wide offering that enables personal and professional growth through the development of resilience and mental fitness. The products, which include 1:1 and group coaching, and on-demand coaching on topics that span diversity and inclusion, parenting, nutrition, and sleep, all combine the industry’s most innovative combination of behavioral science, AI technology, and human interaction for people and organizations to thrive. The funding will also propel BetterUp’s international growth, having most recently opened new offices in Munich, London, and Amsterdam, along with recent strategic acquisitions of advanced people experience platforms Motive and Impraise, announced last month.

“We are in the midst of the great global awakening surrounding hybrid work, mental health and well-being, and diversity and inclusion,” said Alexi Robichaux, CEO and co-founder, BetterUp™. “Never has the pressure been greater on our global workforce, and as we collectively redefine the workplace, it’s clear that every organization and every employee critically need support, growth, and transformation. From leadership and career development to mental fitness, connection, and belonging, customers are increasingly turning to BetterUp to support the most important part of their business—their people—in the most profound way possible: by focusing on their whole person growth and development, including their behaviors, skills, and mindsets. This funding will continue to accelerate our mission to bring the most comprehensive and powerful suite of tools to individuals and help them thrive in their roles, unlock their peak performance, and live with purpose and clarity.”

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In the last eight years and with over one million coaching sessions completed, BetterUp has proven that individual performance and organizational growth begin with company leadership taking a proactive approach to the health and resilience of their employees. Developed by a team of world leading researchers and PhDs across the fields of positive psychology and human performance, alongside best-in-class developers and data scientists, BetterUp™ enriches the understanding of human emotion at scale.

“It’s rare to see a company engage in continuous category creation, but that’s exactly what iconic companies do. And that’s why we’re so proud to lead another round of financing in BetterUp,” said Doug Pepper, General Partner at ICONIQ Growth. “As the inventor and pioneer of democratizing coaching, BetterUp is in an exciting phase in expanding its category by uniquely innovating to meet the needs of global enterprises with its human transformation platform. For the first time, organizations can connect leadership performance with proactive mental health and diversity & inclusion to holistically transform the employee experience and drive improvements in key business outcomes.”

“What the last year has taught us, in the midst of the workplace revolution, is that there is an ever growing demand for employee well-being and support,” said Brent Hyder, President and Chief People Officer at Salesforce. “In BetterUp we found a partner that would allow teams across the world to navigate uncertainty, remote work, and virtual environments. BetterUp gave us the ability to scale personalized care across the organization, which has been invaluable to the team’s productivity and peak performance.”

This latest funding comes on the heels of the company’s $125 million Series D and $1.7B valuation in February 2021. With this milestone, BetterUp™ has increased its value by seven times in seven months. The organization also grew its entire customer base by 80 percent, recorded a net revenue retention rate of over 170%, and reached $100M in annual recurring revenue in July of this year. BetterUp™ has also grown its coaching network to over 3,000 coaches, expanded the number of behavioral scientists by 50 percent, doubled corporate employee headcount to over 500, and today serves more than 380 enterprise businesses including Hilton, Salesforce, bp, NASA, Chevron, and Snap Inc. BetterUp™ has also expanded its leadership team with the hiring of Prince Harry, Duke of Sussex, as Chief Impact Officer, Tom Van Gilder MD, JD, MPH as the company’s first Chief Medical Officer and Omar Dawood MD, MPH, MBA as President of BetterUp Care™ to continue to provide mental fitness support to the members and organizations BetterUp™ works with around the world.

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GoDaddy Inc. Announces Investor Day In February 2022, And Third Quarter 2021 Earnings Conference Call On Wednesday, November 3, 2021

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GoDaddy Inc. Announces Investor Day In February 2022, And Third Quarter 2021 Earnings Conference Call On Wednesday, November 3, 2021

GoDaddy Inc, the company that empowers everyday entrepreneurs, will hold an Investor Day in February 2022. GoDaddy expects to discuss its long-term strategy, innovation initiatives, financial framework, capital allocation strategy, and go-forward financial reporting structure. Additional details regarding event logistics will be provided in the coming weeks.

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GoDaddy will also release financial results for the third quarter on Wednesday, November 3, 2021, after the US stock market closes.

GoDaddy is empowering everyday entrepreneurs around the world by providing all of the help and tools to succeed online. GoDaddy is the place people come to name their idea, build a professional website, attract customers, sell their products and services, and manage their work. Our mission is to give our customers the tools, insights and the people to transform their ideas and personal initiative into success.

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Cloudera Completes Agreement to Become a Private Company

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Cloudera Continues Rapid Pace of Data Fabric and Data Lakehouse Innovation to Extend Data Management Leadership

Cloudera, the enterprise data cloud company, announced the successful completion of its previously announced agreement to be acquired by affiliates of Clayton, Dubilier & Rice (“CD&R”) and KKR in an all cash transaction valued at approximately $5.3 billion.  Cloudera common stock has ceased trading and is no longer listed on the New York Stock Exchange.

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Cloudera delivers a hybrid cloud platform that enables enterprises to access and analyze data across public and private clouds as well as on premises to deliver flexibility, performance, speed and control. Cloudera will continue to be led by CEO Rob Bearden.

“Today marks an exciting new chapter in our company’s future,” said Mr. Bearden. “As a private company, we will have the agility and resources to meet the needs of businesses today in a hybrid world. With the capital support and expertise of CD&R and KKR, we will be focusing on accelerating our product innovation, cloud transformation and customer growth.”

CD&R is a private investment firm with a strategy predicated on building stronger, more profitable businesses. Since inception, CD&R has managed the investment of more than $35 billion in over 100 companies with an aggregate transaction value of more than $150 billion. The firm has offices in New York and London.

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simpleshow Adds more CI Capabilities To Its Video Maker

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VideoProc Annual Review 2021: New Video Editing Software, 4K, HDR, and More

The explainer video creation platform’s newest feature release introduces corporate design capabilities to its signature animation style

simpleshow video maker has announced a new product update that supports corporate identity requirements. With corporate users being the core user group of the video creation tool, they can now utilize a background feature to enhance the branding component of their videos.

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Customization and personalization take the spotlight with this release while keeping the simplicity and ease-of-use video maker is known for. With several background options, users can upload a customized background to match their CI, change the background to match their brand colors, or choose from backgrounds created by simpleshow.

Sandra Boehrs, CMO of simpleshow emphasizes the corporate orientation of the new feature set: “With our clients we are seeing a truly ubiquitous use of simpleshow throughout many corporate functions. While our simplified style concept has proven to be the most effective way of visual communication, we now cater to the CI requirements of our clients without sacrificing our unique methodological advantage.”

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The new background feature helps corporate clients maintain brand standards even with multiple users in various roles throughout the company and at the same time underlines the approach of simple and effective creation of individual content. It is available in simpleshow’s Pro and Enterprise plans and for educational institutions through the Classroom subscription.

simpleshow is the pioneer platform for digital products and services around explainer videos. Guided by the mission to make modern communication simple and concise, the market leader enables everyone to explain complex topics in a clear and engaging way. The AI powered SaaS solution, simpleshow video maker, allows users to create professional explainer videos within just a few clicks in over 20 languages. A magic that comes from years of experience in producing tens of thousands of videos and eLearning courses, in over 50 languages. The simpleshow team caters to clients from offices in Berlin, Luxembourg, London, Miami, Singapore, Hong Kong, and Tokyo. Large international companies value simpleshow as a partner for the ability to provide simple, effective explanations.

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New Category of NFT: The Associated Press Authorizes Metalist Lab to Release Unique Moments Collection

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New-Category-of-NFT--The-Associated-Press-Authorizes-Metalist-Lab-to-Release-Unique-Moments-Collection

Recently, Metalist Lab has announced a partnership with the Associated Press. And it is authorized by AP to release unique moments collection in the near future. For 175 years, the Associated Press has provided the world with accurate and fast news reporting of the most important events around the globe. With fearless staff and news bureaus in 250 locations in 100 countries, AP journalists have covered moments of great joy, scientific breakthroughs, achievement, and accomplishment as well as moments of loss, despair and agony.

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AP is dropping a unique, curated collection of its rare, archived news reporting of the most memorable moments in recent world history. To release this unique series of collectibles, AP is collaborating with Metalist Lab and the collection will drop on the Binance NFT marketplace on October 19th, at 12pm UTC.

The collectibles feature AP’s coverage over the past 100 years of milestones in space, global conflicts, science and discovery, and human freedoms and advancement. The news reporting at the core of this collection consists of high-resolution images distributed around the world by AP at the time of the events.

In addition to this historic photojournalism, the collection also includes rarely seen digitized copies of the most important “News Wire Flashes” transmitted by AP with urgency to newsrooms around the world. Such flashes were the first word on events such as the moon landing and the end of WWII in Europe. In fact, AP was the first news agency in the world to report the end of that conflict.

The collectibles also include some of the news agency’s most beautiful images, such as the super blue blood moon photographed by AP in 2018, an event that’s only occurred once in 152 years.

The Associated Press believes that facts belong onchain and distribution of this historic news reporting to the blockchain is nothing short of vital for the preservation of world history.

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Pivotal Analytics Announces $10.2 Million Series A Funding Round

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Innovid Announces PIPE Investment Expansion To $200MM

Strategic healthcare analytics platform Pivotal plans to invest in key talent and enhancement of product offerings

Pivotal Analytics, the creator of strategic healthcare analytics solution Pivotal, announced it completed a $10.2 million Series A funding round. This investment was led by one of the largest owner-operators of medical office buildings in the United States, with participation from three existing investors.

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Pivotal, the company’s flagship business intelligence platform, is a strategic healthcare analytics solution that empowers healthcare organizations, developers, REITs, consultants, and other healthcare facility experts to better predict care supply and demand in specific target markets. By combining deep healthcare knowledge, top-tier data sets, and a powerful analytics engine, Pivotal translates raw, objective data into meaningful information that fuels any healthcare system planning scenario. The result is a much more precise and timely understanding of unmet care needs, now and in the future, and the ability to dynamically project the facility and talent resources necessary to meet those needs.

“It’s extremely validating to have industry leaders recognize the value of our platform,” said Carl Davis, CEO and Co-Founder of Pivotal Analytics.

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“Pivotal integrates specialized healthcare and real estate data in unique ways to deliver strategic insights and a better perspective for healthcare opportunities,” said Carl Davis, CEO and co-founder of Pivotal Analytics. “It’s extremely validating to have industry leaders recognize the value of our platform, and we are thrilled to benefit from their advice and experience as we help our customers make better real estate and operational decisions.”

“In addition, we can’t emphasize enough how important it is to us that Pivotal customers were major contributors to this round,” said Fady Barmada, President and co-founder of Pivotal Analytics. “It means so much to know the users and buyers of our solutions are also willing to invest resources and time to help us bring the Pivotal vision to market faster.”

Pivotal Analytics plans to use the capital to support product enhancements which include growing its library of top-tier data partners and proprietary algorithms and redesigning the user experience to support different user types. Additionally, the newly secured funding will help scale up talent and tools in areas needed for growth, including product development and engineering.

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Amazon Advertising Agency Clear Ads Founder George Meressa Featured in My London News

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Amazon Advertising Agency Clear Ads Founder George Meressa Featured in My London News

Clear Ads founder and CEO, George Meressa, was featured recently in an article outlining his road to success. Clear Ads is an Amazon advertising agency based in the UK but services clients worldwide.

Successful entrepreneur George Meressa, the founder and CEO of the renowned Amazon advertising agency Clear Ads, was recently featured in “My London News.” The article, “Croydon man, 33, went from selling sweets at school to running £1.2m business and working 3 hours a week,” highlights Meressa’s journey from growing up in a low-income family to running a successful million-pound business.

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Meressa has always possessed a knack for business, which naturally led him to attend university, where he studied for a degree in Business Management. His big break came from working for a friend who ran a Google advertisement agency. Meressa says, “He gave me that opportunity; I knew from that day that I was set for life.”

Eventually, Meressa began exploring his own business venture with Clear Ads, where he narrowed his advertising focus to Amazon PPC. The company was already well-established as a go-to for Amazon PPC and DSP ads advertising before the pandemic; however, once the pandemic hit, there was a significant shift to online business, and the demand for Clear Ads services exploded. His team has since grown to an impressive 21 employees, allowing Meressa the time he requires to focus on his health.

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To date, Meressa has more than 10 years of experience in digital advertising, including Google, Amazon, Bing, LinkedIn and Facebook pay-per-click platforms. He has worked with countless advertisers across the globe in many different industries and sectors.

Clear Ads uses data-driven strategies to grow sales, increase profits, lower cost of sale and maximize return on investment for clients using Amazon DSP and PPC. The company website is an excellent resource for online sellers, hosting a podcast and blog page with exclusive insight from the Clear Ads team and special guests, strategic advice to boost Amazon ads and DSP performance, as well as interviews, case studies and recommendations to help fine-tune campaigns with real-world strategies to implement right away.

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Taboola Selected as Exclusive Content Recommendations Ad Provider for LINE Today Hong Kong [Correcting and Replacing]

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Taboola Announces SmartBid Dimensions; A New “Autonomous Driving” Experience For Advertisers, Based on Taboola’s “Curiosity Graph” of 500 Million Daily Active Users and 30 Billion Annual Clicks
The following press release corrects and replaces any previously published version.

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced LINE Today Hong Kong has selected Taboola to power ad module recommendations for LINE Today in the Hong Kong market.

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The LINE messaging app reaches more than 188 million global monthly active users and provides a wide range of services to its users. LINE Today serves as a news and content hub within the LINE app, which connects users with leading destinations for mobile news and content consumption in several countries. Taboola’s ad module recommendations will operate on LINE Today Hong Kong.

LINE Today Hong Kong will power recommendations by leveraging several Taboola innovations, including Taboola Feed, a seamlessly integrated feed that provides readers with personalised content for a more engaging experience, across the LINE Today Hong Kong home page and all of its articles.

“LINE has built an incredible mobile-first brand that places communication, content, and entertainment at the forefront,” said Adam Singolda, CEO and founder, Taboola. “Their massive reach particularly in the APAC region, coupled with our ability to recommend content ensures that people will receive quality news on their devices. We’re excited to bring discovery and recommendations to LINE Today Hong Kong, operated by one of the world’s most popular messaging apps, and unlock new ways for LINE Today Hong Kong to monetize.”

“Our goal has always been to bring people around the world closer to each other, to information, and to services,” said Hyunbin Kang, SVP, LINE Plus Corporation. “News readership plays an important part towards that goal, as it encourages people to read more about issues that surround them. Taboola’s team, technology and its expertise in recommendations made it the best choice for powering recommendations for our users in Hong Kong.”

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Raydiant’s Adentro Partnership Brings Better Marketing Reach and Performance to Brick and Mortars

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Raydiant is Adentro Partnership Brings Better Marketing Reach and Performance to Brick and Mortars

Leading digital signage and experience platform provider, Raydiant, has joined forces with WiFi-powered marketing platform Adentro to bring valuable customer insights to brick-and-mortar customers.

The Adentro marketing suite pairs with the guest WiFi network in physical business locations to create a closed-loop marketing platform and attribution system. The WiFi connection not only provides a way for customers to opt in to the merchant’s CRM, but also provides data and insights around customer visit behavior. This gives retailers, restaurants, and other brick-and-mortar businesses the data they need to project sales and create targeted marketing campaigns. Raydiant digital screens can then be set accordingly, showing in-store signage that speaks directly to that audience, based on Adentro data.

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“Partnering with Adentro opens up a new and rare insight into customer behavior for brick and mortars,” said Raydiant CEO, Bobby Marhamat. “With Adentro, they can measure key metrics like dwell time, visit frequency, peak hours, demographic breakdowns and other important data. The technology offers our brick-and-mortar customers a window into what their customers want and who they are. This data is crucial for creating targeted marketing campaigns that bring in more business and sales, both online and off.”

Adentro CEO John Kelly agrees that the new partnership will be a boon for brick-and-mortar businesses. “We’re excited to join forces with Raydiant,” said Kelly. “Both of our platforms work off the basic truth that a brick and mortar’s success is inexorably linked to their in-store customer experience. Aligning our platforms and bringing Adentro technology to Raydiant customers simply makes sense.”

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ID5 Appoints Jessica Werner as Senior Director of Publisher Development and Rafael Marti as Head of Legal

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ID5 Appoints Jessica Werner as Senior Director of Publisher Development and Rafael Marti as Head of Legal

ID5, the leading identity solutions provider for digital advertising, has appointed Jessica Werner as senior director of publisher development and Rafael Marti as head of legal. Werner will be responsible for leading ID5’s business development efforts towards media owners globally as well as directing the existing business with publishers. Marti will drive the legal strategy for data and technology transactions and the development and roll-out of products and services globally.

Jessica Werner brings a wealth of knowledge and experience within the ad tech space having worked closely with digital publishers throughout her career, predominantly via programmatic monetisation. Previous to ID5, Werner led strategic efforts around digital optimisations on key accounts at publisher monetisation platform Freestar. She also has prior experience helping enterprise publisher accounts migrate to the adoption of header bidding integrations across the Sonobi network. Werner brings her operational and analytical background to ID5 to help expand its global reach and to influence the adoption of its solution in the face of privacy and transparency initiatives.

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Rafael Marti’s qualification as an English, Irish, and Spanish solicitor and his extensive multi-jurisdictional experience in privacy, intellectual property, cloud computing, and online advertising are pivotal to support ID5’s vision for a privacy-first ecosystem. As Head of legal at ID5, he will oversee the company’s legal strategies for commercial and product and engage in industry-wide privacy initiatives. Before joining ID5, Marti held legal roles at Quantcast, Linkedin, and IBM.

“The regulatory environment surrounding digital media and advertising is extremely nuanced and fast-moving,” said Rafael Marti. “As ID5 further increases its leadership in industry conversations around key privacy and regulatory topics, I look forward to helping our customers and partners navigate this changing landscape and empowering the platforms and publishers that rely on advertising revenue with the tools they need to provide services to those who benefit from a free and open Internet.”

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“I’m looking forward to building a strong publisher support team globally that will allow us to better serve our existing publishers while curating new relationships,” said Jessica Werner. “In previous roles I’ve acted as a consultative resource for publishers, helping to shape their monetisation strategy as it related to new market trends and overall best practices – I’m excited to extend that same mentality as it pertains to efforts in the identity space, ensuring publishers data is being protected while using that same data to leverage more sophisticated targeting across their audience.”

Joanna Burtons, chief strategy officer at ID5 adds, “Jessica Werner joins ID5 to lead all our global efforts with publishers to ensure they can protect their consumer data and help transition to an advertising ecosystem that is less reliant on third-party cookies. The hundreds of publishers we partner with across the US, EMEA and JAPAC at ID5 will benefit from her experience working with publishers and monetisation technology. Jessica will build a team to share her industry, product and market knowledge and drive more adoption of ID5 around the world.”

“The recruitment of Rafael Marti further emphasises our commitment to building a privacy-first infrastructure supporting digital advertising globally”, says Mathieu Roche, co-founder & CEO of ID5. “Building in-house legal and compliance expertise is key to ensuring that we can implement our privacy-by-design philosophy to support user identification in a post-GDPR and CCPA world. With his deep legal, technical and industry expertise, Rafael is the right person to take ID5 to the next level on that front.”

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Pivotree to Lead Commerce Sessions at Winshuttle Engage 2021

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Pivotree Hosts Exclusive Webinar on Commerce Trends 2023 for B2B and B2C Retailers
As Platinum sponsor, Pivotree will lead two sessions exploring crucial areas of frictionless commerce, including cybersecurity and machine learning for master data management (MDM)

Pivotree Inc., a leader in frictionless commerce solutions, is pleased to announce its sponsorship and upcoming speaking sessions at Winshuttle Engage 2021, the virtual Winshuttle User Group conference being held October 11-14.

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“We’re excited to continue our participation as a Platinum sponsor for the Engage conference. We always look forward to connecting with Winshuttle users, as well as many of our shared customers and partners,” said Derek Corrick, General Manager, MDM at Pivotree. “This year, with the growing importance of cybersecurity, automation, and frictionless commerce across industries, we welcome the opportunity to share our expertise, newly introduced solutions, and best practices for 2021.”

Pivotree’s first on demand session, led by Sr. Director of Cybersecurity Todd Edwards, will focus on How Security Builds Trust in Frictionless Commerce. It will explore how companies can take the right steps to protect their businesses during the new era of cybercrime and customer data privacy regulations. Edwards will discuss how to support a frictionless trust framework for quality assurance, compliance, and real-time vulnerability and privacy mitigation.

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In Pivotree’s second on demand session, Director of Product Management Mohsin Maqsood will explore how advancements in machine learning can help companies leap past costly, time-consuming product on-boarding friction points. The session, How to Drive Cost and Time out of Product On-Boarding, will show how machine learning can not only reduce the time and expense of product on-boarding — it can actually eliminate it.

As a leader in frictionless commerce, Pivotree continues to expand its portfolio of offerings, providing solutions that help companies adapt to an ever-changing digital commerce landscape.

Engage attendees will get insights on the recently launched Pivotree Cybersecurity Watch solution. As a foundational offering for holistic cybersecurity, Pivotree Cybersecurity Watch leverages best in breed technologies — combined with a team of security experts at Pivotree — to protect and defend digital businesses against evolving cyber threats.

Additionally, Pivotree will be highlighting its DIVE machine learning platform. DIVE integrates with MDM applications to automate the manual data management processes that often slow organizations down, including mapping of unstructured data, product classification, data normalization, and product recommendation.

As long-standing partners, Winshuttle and Pivotree have an extensive list of more than 35 joint customers across industries. With the pair, companies can leverage over 20 years of combined MDM knowledge, hosting, implementation, and machine learning best practices.

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SAP Positioned as a Leader in the Gartner Magic Quadrant for Enterprise Integration Platform-as-a-Service

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SAP SE Positioned as a Leader in the Gartner Magic Quadrant

SAP SE today announced that independent analyst firm Gartner Inc. has named SAP a Leader in its Magic Quadrant for Enterprise Integration Platform-as-a-Service report* for the second year in a row.

Gartner evaluated 17 vendors and named SAP a Leader based on its “ability to execute” and “completeness of vision” after evaluating SAP Integration Suite, which is part of SAP Business Technology Platform.

According to Gartner, “IT and business-oriented roles increasingly adopt EiPaaS as a key component of their integration strategy. Despite its mainstream use, choices of providers are fragmented and difficult to navigate. This research assesses 17 vendors to help software engineering leaders select EiPaaS solution.”

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“In today’s digital age, a connected, agile IT landscape serves as the foundation for a successful business,” said Juergen Mueller, chief technology officer and member of the Executive Board, SAP. “Integration helps customers to bridge silos across applications, data, processes and experiences. It also provides a foundation to apply technologies such as artificial intelligence and robotic process automation to the end-to-end business processes, enabling powerful insights and analysis that customers need in today’s highly competitive digital economy. This recognition from Gartner, in our opinion, shows how important SAP Integration Suite has become for companies on their journey to the intelligent enterprise.”

SAP customer Harrods Ltd. achieved a 40% reduction in TCO across its integration landscape and was able to reuse 60% of existing content from Enterprise Services Repository of SAP Process Orchestration software. “One of our key strategic principles is to leverage the benefits of cloud and as-a-service solutions wherever possible to meet fast-changing business dynamics,” said Andreas Efstathiou, IT director, Harrods Limited. ”SAP Integration Suite fully supports these ambitions(SAP SE).”

SAP Integration Suite — available on SAP Store — is part of SAP Business Technology Platform and provides a comprehensive set of integration capabilities for all enterprise integration challenges in a multi-cloud environment. Additionally, SAP API Business Hub offers access to rich integration content packs with over 2,100 prebuilt, ready-to-run integrations, APIs and events that target specific business processes. SAP Integration Suite enables customers to connect their data and processes smoothly and with agility to achieve desired business outcomes.

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Driving B2B Marketing with Better Direct Mail Initiatives!

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Most of us know what direct mail is. But let us have a clear outline before we move ahead. 

Direct mail consists of sales and marketing activities through direct mail campaigns of entitled goods and services by organizations, in short – creating and managing promotional activities by physical mail. The mode and content of the mail can be customized according to the target audience. Direct mail campaigns cater to goods and service sold between entities or sold directly to end customers. 

The modern direct mail advertisers are using augmented reality to modernize their direct mail campaigns. For example, EE, a mobile network operator, successfully used Blippar technology powered by AR to enhance paper bills. With the Blippar app, customers can scan the inserts and know more about the services offered by EE and watch exclusive shows through Augmented Reality. 

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A few interesting direct mail statistics:
  • US advertisers spend $167 per person on their direct mail campaigns. 
  • 70% of the customers say direct mails feel more personalized than other kinds of online interactions. 
  • 42% of the recipients scan and read the direct mail they receive. 
  • The responses from direct mails are five to nine times higher than any other advertisement channels. 
  • If brand name is added to the direct mail, the response is increased by 137% 

These direct mail statistics do share an enduring story, and the channel has turned out to be one of the most successful marketing channels. Brands can take help of the following top platforms to enhance their direct mail marketing efforts: 

  • Sendoso

Sendoso is a popular gift sending platform aimed at supporting ABM and B2B sales. It acts as a sales accelerant and has proved itself in increasing conversion rates. 

  • Reachdesk

Want to automate your direct mailing and e-gifts? If so, Reachdesk is the perfect choice. The team at Reachdesk helps B2B sales and marketing professionals to break through the digital noise by creating memorable brand moments that matter to the prospects, customers and employees. Reachdesk helps to unlock and scale the highest performing channel in building pipeline, reply rates, driving loyalty and accelerating sales. 

  • Postal.io

Posta.io is an integrated direct mail platform for B2B marketing and sales teams empowered with machine learning capabilities. It can automate and optimize creation, delivery, and reporting of brand assets in the sales process. 

The main features of the platform includes direct mail automation, promotional product management, and Account-based direct mail. 

  • Alyce

Corporate B2B gifting turns easy with Alyce as the direct mail platform helps create personal bond with your prospects, partners and customers alike. Alyce is a personal experience platform and companies like Okta, Lenovo, Grubhub are successfully using its capabilities to turn around their customer experiences. 

  • Gunderson Direct

Use Gunderson Direct and your direct mail initiative can work wonders! The platform is known to offer services beyond automated direct mailing and joins the puzzle of strategic partnerships allowing brands to continuously develop and iterate marketing campaigns. For decades, Gunderson has put forward marketing programs to receive huge responses. 

There is no denying that targeting customers in a personalized and unique way with direct mail can improve brand awareness, longevity and maximise profits in the long-term. We can substantiate the claims from the following examples of top brands using direct mail campaigns: 
  • O2 

A very popular telecommunications company observed that the company was going into losses. As a result, the company decided to run a highly personalised campaign to target their top 50 businesses. 

Titled as ‘Digital Wave’, the campaign featured a hologram adviser called Dave, which would connect with each recipient personally. All the responses were tracked, which was followed up by a sales person later. The campaign ended up generating £ 2 million.

  • Toolkits

The company invested £400 pounds to generate sales worth £50,000. Look what they did. They sent out tool boxes to their business prospects with a missing set of pliers along with a note that said, ‘there is something missing from the box and we have it.’

The campaign generated positive buzz in the industry and turned out lucrative for the brand. 

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Final Word

Even if one direct mail campaign fails, there are chances the others might work. So keep trying!

Several marketing, sales and HR teams use direct mail software today to deepen customer or employee connections. We are sure you’ve heard of HR teams welcoming new joinees with welcome packages! Even individual sales reps or managers use automation platforms to send gifts to new prospects or customers. Direct mail marketing is also used often to drive ABM strategies for better results. As the online marketplace gets more noisy and crowded, direct mail will be a channel for marketers and advertisers to fall back on, to build relevant and memorable customer experiences. 

SAP Named a Leader in 2021 Gartner Magic Quadrant for Data Quality Solutions for the 15th Time in a Row

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SAP Delivers Innovation to Address Customers' Most Pressing Needs

SAP SE today announced that independent analyst firm Gartner Inc. has named SAP a Leader in its Magic Quadrant for Data Quality Solutions report.*

Gartner evaluated 15 vendors and named SAP a Leader based on its “ability to execute” and “completeness of vision.” This is the 15th consecutive year that SAP has been named a Leader in the Magic Quadrant for Data Quality Solutions.

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According to Gartner, “Augmented data quality, driven by metadata and AI, is a key dynamic driving the data quality solutions market. Leading vendors’ augmented capabilities provide greater insights and automation. This research helps data and analytics leaders understand the vendor landscape and make the best choice.”

“In today’s digital economy, data is the most valuable resource,” said Andreas Wesselmann, SAP senior vice president, SAP HANA & Analytics, Data Management. “Improved data quality can drive profits, innovation and customer satisfaction, while decreasing risk and resulting in consistent improvements in results. SAP’s portfolio of data management solutions improves the quality of data across the enterprise, delivering trusted, relevant and timely information to drive better business outcomes and help customers on their path to becoming intelligent enterprises.”

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SA Power Networks, a leading distributor of electricity in Australia, is using SAP Data Services and SAP Information Steward software to boost the management and delivery of customer data. “With SAP Data Services and SAP Information Steward, we’ve slashed response times to issues,” said Janice Espinosa, project manager, Employee Hub for Customer Data, SA Power Network. “And we’ve seen customer satisfaction levels rise as a result.”

As part of SAP Business Technology Platform, SAP’s portfolio of data management solutions helps customers manage data to glean meaningful insights for creating efficient business processes. Users can proactively govern data across the organization to help ensure trustworthy information for smarter decision-making. Data quality solutions from SAP help businesses discover, understand and manage multifaceted data. Companies can profile, cleanse, enrich and match customer, product, supplier, material and other data, driving more accurate, trustworthy and timely information.

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MarTech Interview with Jason Brown, Addressable Advertising Lead for WarnerMedia Ad Sales

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How are consumer interests and intent shifting and how can this impact the way advertisers and marketers plan their overall media mix? Jason Brown, Addressable Advertising Lead for WarnerMedia Ad Sales shares a few trends in this chat with MarTech Series:

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Welcome to this MarTech Series chat Jason, tell us more about your journey through the years and more about your role at WarnerMedia…

My career at AT&T really began through the acquisition of DIRECTV in 2015, when I led national ad sales for the business. That ultimately led to serving as CRO of the advanced advertising company Xandr, where I had the privilege of leading a team that transformed a largely legacy sales model in TV to an audience-first approach across linear and digital. I joined WarnerMedia Ad Sales in September 2020, through the integration of Xandr Media, focused on bringing the best of addressable TV technology to holding company and planning leads spanning WarnerMedia portfolio and DIRECTV (and now DIRECTV Stream, too) inventory. If I could sum up the business of addressable, in my time at DIRECTV/WarnerMedia, it’s that the aperture of addressability has grown. 

We’ve gone from primarily servicing linear to digital and OTT channels, and my focus is on showing the benefits of that for our buyers and helping them access our growing pool of addressable impressions. You’re starting to see this separation of the wheat from the chaff, with the growth and interest in CTV. Buyers want to know where they’ll run, and that they’ll get access to unique insights, alongside premium content, and data insights that prove out attribution. Our unique advantage is that we do have this access to premium content across linear, and OTT, layered on identity, with the ability to power precision, audience-based buys.

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New innovations in data and analytics are changing how advertisers and marketers are planning their TV ad campaigns, can you share a few thoughts and trends in today’s TV ad market and how the industry is slowly moving towards a data first approach?  

We’ve seen the agency community invest significantly over the last few years to acquire data companies and develop offerings built on identity, and to use their segments to activate against all inventory types, including television. We’re motivated and encouraged by that trend because we also have these differentiated, first-party insights, and work with these agencies and planning tools, to connect their audiences and their segments against our inventory to move the business from legacy age and gender to an audience-first approach. 

How do you see the TV ad viewing experience and TV ad industry evolve (from the user point of view) in today’s data and tech driven market? 

One trend streaming has brought to bear is a reset on what the consumer will tolerate in terms of ad load, and relevance of those ads. 

WarnerMedia Ad Sales recently released a report about Intentionalism exploring how consumers’ interests and intent is shifting, especially in an age of streaming and endless content options. Expectations of brands are evolving right alongside, and we found 65% of consumer respondents think more favorably of a brand when they provide fewer commercial interruptions during content they’re viewing. 

With limited commercial loads, you start to gain a better understanding of ad tolerance, and the right ratio of content to ads, and what the right balance is before you start to see churn in consumer attention. For companies that have invested in the technology to enable precision targeting, they’re able to deliver relevant ads to the right households, devices and audiences, and they’re benefiting from delivering a better consumer experience, and at times, even less ads when frequency is managed effectively. 

What are some of the top concerns you see marketers/advertisers struggle with when it comes to executing seamless addressable TV campaigns? 

In TV, there are legacy planning and buying systems, which can make change difficult. It’s also much tougher to control frequency against the same viewer than ever before because of fragmentation.

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How has addressable TV changed the most over the years? 

Addressable was born out of a need to reach less than 35% of the US population for a specific product or service, and to reduce waste. But it’s evolved because its secondary use is really important. In a world of fragmentation, it’s very difficult to achieve reach and scale even off of broad demographics. You can use the technology of addressable to increase reach against light TV viewers or unexposed households and devices. It’s an underutilized solution and tactic, and an insurance policy because it works every time and really helps improve reach and frequency.

A few thoughts on why marketers today can and should leverage advanced TV as part of their traditional-digital marketing mix? 

Buyers are looking for ways to achieve unique distribution against their desired audience target. Putting all of your eggs in one basket or channel does not yield enough reach against an audience target, especially due to fragmentation. If, for instance, you want to reach someone who’s in-market for a vehicle, you really have to look at multiple inventory sources and distribution opportunities to connect with that customer along a non-linear journey. I believe most consumers will ultimately have a baseline package, whether linear or live streaming service such as DIRECTV STREAM, where you can access all your favorite content from a single platform, including news, sports or your favorite show on HBO Max. And then you’ll have your subscription video on-demand platforms, and you’ll see a desire and need from marketers to really connect and unify their audience view across multiple channels. This reality is where audience-based buying really benefits marketers, in helping them achieve a holistic view of their audience target, regardless of the screen.

Some last thoughts and takeaways before we wrap up? 

I’m very bullish on identity and the first-party data advantage, and I believe that those that have that direct-to-consumer connection, will be the ones who prosper in this world in creating more relevant advertising with better frequency caps, and we have that against both linear and digital and OTT. 

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WarnerMedia offers powerful portfolio of iconic entertainment, news and sports brands including HBO, Warner Bros, Bleacher Report, Boomerang, Cartoon Network, CNN, ELEAGUE, RoosterTeeth and much more.

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Jason Brown is the Addressable Advertising Lead for WarnerMedia Ad Sales

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