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TechBytes with Anudit Vikram, SVP of Audience Solutions, Dun and Bradstreet

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Sudipto Ghosh
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Anudit Vikram

Anudit Vikram
SVP of Audience Solutions, Dun and Bradstreet

GDPR is now perceived as a very positive development for data management, even as it continues to force marketing and advertising teams to count their ducks before attempting to coax customers and online visitors into sharing their private data. That’s encouraging and marketing teams would eventually get a hang of staying within the GDPR boundaries. Anudit Vikram,  SVP of Audience Solutions at Dun and Bradstreet, spoke to us about the direct implications of GDPR and how Dun and Bradstreet empower marketing teams to ensure GDPR compliance.

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Tell us about your role at Dun and Bradstreet and the team/technology you handle.

I am the Senior Vice President of Audience Solutions, a group which is responsible for activating Dun & Bradstreet data to solve for digital use cases.  Our products and capabilities allow businesses to target ads more effectively, to understand if their ads are reaching the intended audience, to better understand their website visitors, to use web visitor information to tailor the web experience through custom content, and to get more efficient at lead generation through smart form fills.

What is the state of commercial data management in 2018? What does your product roadmap for data management look like?

The market is not as far along as it believes it is in truly integrating across data types and platforms.  Based on a recent study conducted by Forrester on our behalf, marketing organizations are still struggling to use data effectively to drive marketing campaigns and results.  However, those organizations that are effective at doing so are seeing huge gains, with 73 % reporting more rapid sales cycles, 73 % reporting a higher return on marketing spend and 77 % reporting increased customer retention and loyalty.

From a Dun & Bradstreet perspective, the way we will help the state of commercial data is by helping our customers master their data- meaning we will help them cleanse their data, keep it up to date, and standardize it so it can be shared across systems and platforms. At Dun & Bradstreet, we use the Dun & Bradstreet DUNSÒ Number as a unique, persistent, consistent identifier to tie the data in the systems together. This ensures all departments are looking at the same data sets and interpreting them in the same way.

How can marketers better leverage website data to maximize the value of their auto-fill campaigns?

The biggest hindrance for form fills is the human’s lack of interest in filling forms! Capabilities like D&B Visitor Intelligence, which we have developed, enable marketers to automatically, and in real-time, understand the attributes of a visitor to a web page. This helps shorten the size of the form and results in better fill rates.

How critical is mobile website experience to modern-day marketing and sales?

It’s extremely important- critical I would say. We live in a mobile world and we need to make sure our content is available where and when people want to access it. Mobile web experiences go beyond just ensuring that the website loads correctly on a mobile device. With the proliferation of the number of devices that generate data (computers, laptops, tablets, phones, wearables) and the amount of data available (transactional, social, etc.), managing identity is also becoming a very complex endeavor. This is, again, where a consistent and unique identifier can help tie together the identity of the user across multiple platforms and then serve the consistent experience based on that user’s information. What’s more, this data can then be boiled up to the account level and kept in the account record so all actions taken by people at that account are tracked, regardless of platform.

What impact does GDPR make on website data?

On a whole, I feel GDPR will be good for the industry. The fact that you need clean data and data that is received by consent will help the industry overall. If GDPR is an indication, the industry is going to become more concerned about data and data collection. The process of data collection is going to become more involved with the need for explicit content. Organizations will not be able to simply piggy-back off of tags and collect data for themselves. The few publishers having large user bases gain an inherent advantage, but the large majority of the organizations will have to change the way they have been currently working with data. There aren’t many companies that have enough of their first-party data to run at scale, so the need for third-party data will continue to exist. But we are going to see better controls and better transparency and that will be better for the ecosystem as a whole.

At Dun and Bradstreet, how do your solutions/ products empower marketing teams to ensure GDPR compliance? 

Our customers can be sure that any data collected within our products is legally compliant. This is not anything new for us- we have always followed local, regional, and national laws when it comes to data collection, and we make sure that our data partners do the same. So GDPR for us is really just an evolution rather than a revolution.

We also want to make sure our customers know that the commercial data is completely separate from individual or contact data and different standards apply to commercial data. We think that our customers could still gain a lot of valuable information at the account level without ever obtaining contact data. At some point, of course, they will need to speak with an individual, but there is a lot that can be done at an account level as well.

We anonymize data to comply with all the rules in the digital world. And while we do empower email marketing through the use of our lists, every individual has to be to have opted in. We have processes in place to make sure the data owner we are talking to is compliant.  And then we validate the data we get to make sure it is clean, real, and being used only in the construct in which it is allowed to be used.

How do you work with Data Science and AI/ML to improve your Data Management platform?

The use of Data Science and AI/ML for us is not limited to internal use cases only. Dun & Bradstreet is bringing machine learning, deep learning, and blockchain methodologies into play when it comes to identifying businesses and attributes of businesses. The use of these tools allows us to make sense of the multitude of data sources we work with and derive insights across them. The result is an expanded view of what a business does, for a far more targeted sales and marketing approach.

On the sales and marketing side, there are some very clear data tasks which machine learning can do more quickly. Many of the applications in sales and marketing are geared towards more intelligent decision making in order to move people through the funnel. Marketing automation platforms have been historically rules-based. We’re moving to a system where it can look for what events have the most impact on someone moving through the funnel and can then automatically deliver those things that will drive them through faster. This is starting to get beyond something a single person can write the rules around, so we need machine learning to help look for some patterns. Below are just some of the ways we’re using new technologies to make our processes more efficient and our data more accurate.

  • ISP Classification- While we’re in the business of identifying companies, we want to know if the individuals are online on behalf of a company or not.
  • Match Acceptance- We do matching all day long and, behind the scenes, there is actually machine learning going on to create that match.

Device Cookie estimation- whenever we are building a new segment for a customer and they want to know what kind of reach they are going to get, we have to do some modeling on our side to get a reasonable estimate.  We look at past segments and what we could deliver and make a reasonable propensity guess on volume we can reach for that customer.

Thanks for chatting with us, Anudit.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

LogMeIn Unveils Secure Federated Login to LastPass with Active Directory

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PRNewswire
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LogMeIn Unveils Secure Federated Login to LastPass with Active Directory

New Integration Provides Effortless Password Security for Employees by Removing the Need to Create or Remember a Separate Master Password

LastPass by LogMeIn, a leader in password management, announced a new integration with Microsoft’s Active Directory Federation Services (“ADFS”), providing organizations utilizing Microsoft ADFS with the ability to allow employees to access LastPass with their Active Directory (“AD”) credentials. Maintaining the LastPass zero-knowledge security model, this patent-pending security architecture ensures the user’s AD credentials are never exposed to LastPass while providing employees a true single sign-on experience. As a result, with federated login, the user’s AD identity becomes securely linked with their LastPass identity.

Also Read: Knock Knock Raises $2 Million Seed Round, Led by Raine Ventures, to Redefine Chat Gaming

More Updates from LogMeIn and The Benefits of Using LastPass

In addition, organizations can continue to leverage the benefits that LastPass Enterprise already offers, including:

  • Granular control and visibility: LastPass Enterprise offers a centralized admin dashboard for IT managers, with powerful controls like customizable policies and audit reporting.
  • Automation for IT teams: Through scalable, automated integrations with directories, cloud apps, and other services, LastPass simplifies deployment and management for IT teams.
  • Convenient, safe password sharing: From IT departments managing and sharing privileged accounts to marketing teams sharing access to vendors and social media, LastPass provides the convenient password sharing that employees need while maintaining the accountability and proper security controls that IT wants.
  • Reliable autofill across the web: LastPass captures and auto-fills all credentials in use across the organization. LastPass relieves the password burden from employees while giving IT true insight into the password hygiene across the business.
  • Proven security model: From comprehensive security features to endorsements from industry experts, LastPass is based on a security model that’s tested and proven time after time.

“We’re dedicated to providing our LastPass Enterprise customers with a frictionless experience employees love and the strong security and control IT admins need,” said Sandor Palfy, Chief Technology Officer of Identity and Access Management at LogMeIn.

Sandor added, “By tying LastPass to Microsoft Active Directory Federation Services, employees truly only have one password (their AD password) to remember, which translates to a higher adoption rate, helping organizations meet their password security goals faster.”

Recommended Read: Bidalgo Brings Artificial Intelligence to Digital Ad Creative With the Launch of Creative AI

Chatitive Enters New Intelligent Conversational Messaging Ecosystem with Rebranding and Financing

By
Sudipto Ghosh
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0
Chatitive Enters New Intelligent Conversational Messaging Ecosystem with Rebranding and Financing
Chatitive Enters New Intelligent Conversational Messaging Ecosystem with Rebranding and Financing

Essential Platform Services, Inc. has changed its name to Chatitive, Inc., effective from 31 July 2018. The name change reflects the company’s focus on helping businesses introduce new, dynamic company-customer interactions using conversational messaging across the mobile customer lifecycle using text messaging that consumers use every day.

Chatitive has also announced a new investment from Unlock Venture Partners and existing shareholders to accelerate customer development and to continue to deepen the complexity of conversational engagement supported by the platform. Unlock is a new early-stage venture firm founded by a team of successful serial entrepreneurs and experienced technology angel investors with a focus on emerging opportunities in Seattle and Los Angeles.

Chatitive Platform for Conversational Messaging Dramatically Increase Loyalty, Engagement, Responsiveness, and Value

Recommended Read: Contextual Content and AI: The New Wingmen for Email Marketing Campaigns

At the time of renaming the company, Mike McMurray, co-founder and CEO of Chatitive, said, “Chatitive is a new way for companies to engage with their customers over messaging, based on meaningful and purposeful conversations that lead to action – dramatically increasing loyalty, engagement, responsiveness, and value.”

Chatitive would accelerate customer development and continue to deepen the complexity of conversational messaging and engagement supported by the platform.

Mike added, “Businesses using the Chatitive platform for conversational text messaging have a 98% open rate and see response rates 60 times faster than email. Most importantly for businesses, by encouraging customer feedback and interaction, Chatitive campaigns result in 25x the response rate of emails.”

Recommended Read: Mobfox Introduces Audience Analytics for Better In-App Monetization

Businesses are using text messaging powered by Chatitive across the customer lifecycle including social media acquisition, mobile customer onboarding, messaging-based conversational commerce, personalization and customer support. Chatitive’s platform is built to allow businesses new to messaging to start quickly and scale, and for businesses already using outbound messaging to add new, powerful conversational capability to existing experiences.

Chatitive Platform for Conversational Messaging Help Marketing Teams to Easily Engage in a Conversation with the Customers

“We’ve built a best-in-class messaging platform that leverages technologies including artificial intelligence, natural language processing, machine learning and chatbots to create conversations that feel natural to consumers and help them quickly and easily engage in a conversation with the brand,” adds Daniel Pirone, co-founder, and VP of Engineering.

Chatitive was incubated by Madrona Venture Labs and spun off as an independent company in the spring of 2016 with an initial investment from Madrona Venture Group. In the fall of 2017, Chatitive received additional funding from Madrona Venture Group and also angel investment from several prominent Seattle investors including former RootMetrics Co-Founder & Chief Revenue Officer Andy Hollenbeck, former RootMetrics Chairman, and McCaw executive Scott Anderson and former PointMarc CEO Arsenio Valdez.

Read More: Interview with Jon Lombardo, Global Brand Strategy Lead, LinkedIn

Revamped Nielsen Total Audience Report Demonstrates a Refined Approach into Audience Behavior

By
Sudipto Ghosh
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1
Revamped Nielsen Total Audience Report Demonstrates a Refined Approach into Audience Behavior
Revamped Nielsen Total Audience Report Demonstrates a Refined Approach into Audience Behavior

Revamped Nielsen Total Audience Report  Utilizes Advancements in Measurement Solutions To Best Reflect What’s Currently Happening With U.S. Consumers Across Both Linear and Digital Landscapes

Leading global measurement and data analytics company, Nielsen released a reimagined Nielsen Total Audience Report. A representative of first-quarter 2018, the industry-leading report offers a comprehensive view into the behaviors and stories developing across the dynamic media landscape. The Nielsen Total Audience Report expands upon its established cross-platform capabilities and provides a complete look at critical media sources and audience behaviors across both traditional and emerging platforms.

Read More: Key Martech-Focused Takeaways from Mary Meeker Internet Trends 2018

Revamped Nielsen Total Audience Report Realigns Focus on virtual Multichannel Video Programming Distributor (vMVPD)

At the time of this announcement, Peter Katsingris, SVP, Audience Insights, Nielsen, said, “The way people consume content is vastly different from what it was five years ago, let alone 10 or 20.”

Peter added, “Consumers have the luxury of more options now than ever before. They can watch videos or listen to music on their smartphone and then just as easily engage with completely different content on their television or radio—the opportunities for how marketers can reach them are endless. Understanding the trends of who’s consuming content, what they’re consuming, and how are the foundations of the industry. Nielsen is uniquely positioned to accurately help the media ecosystem understand these behaviors.”

Key Highlights from the Nielsen Total Audience Report

  • 92% of U.S. adults listen to radio each week, the highest reach across platforms.
  • On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and almost six hours a day with video alone.
  • Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics.
  • Black adults are the heaviest users of media overall. Compared to the overall U.S., Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets.
  • Nearly three percent of TV homes subscribe to a vMVPD which includes “skinny bundles.”
  • Almost 20% of consumers say they use a smart speaker in the household.
  • Two-thirds of U.S. TV households have devices capable of streaming content to the TV set.
  • One out of 10 minutes of television use in streaming capable homes is streaming to the TV set.
  • Over 8 in 10 non-television households still view video content.

The redesigned report includes data on relevant subjects not featured in prior versions, including a detailed look at the usage of streaming content, as well as homes with a virtual multichannel video programming distributor (vMVPD) that provide streaming access to linear television.

 Recommended Read: B2B Buying Disconnect: Are You Targeting the Right Set of Customers?

Additionally, the report features enhanced data from Nielsen’s wide-ranging suite of measurement solutions. This includes Nielsen’s Total Media Fusion, a cross-platform respondent-level dataset that best reflects activity on digital devices like smartphones and tablets, as well as Nielsen’s MediaTech Trender, a quarterly consumer tracking survey launched in first-quarter 2018.

Revamped Nielsen Total Audience Report Empowers Media Companies and Advertisers to Take Full Advantage of the Growing Opportunities to Reach Audiences

With the advertising industry shifting and the evolving way, marketers connect to audiences, understanding the evolution of the media and developing consumer habits is vital to marketers and media owners seeking to reach their best consumer. The revamped Nielsen Total Audience Report seeks to not only make sense of the relationship between consumers and the various sources of media but ultimately build the bridges that will empower media companies and advertisers to take full advantage of the growing opportunities to reach audiences.

Nielsen is committed to providing accurate and reliable third-party measurement and insight. The inclusion of these new datasets and capabilities into this updated report helps align it better with the shifting dynamics of consumer media behavior.

Recommended Read: Contextual Content and AI: The New Wingmen for Email Marketing Campaigns

Currently, Nielsen’s approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population.

Recommended Read: Oracle Marketing Cloud Adds Infinity and Audience CX to Enable Pinpoint Targeting

Design Systems Will Build the Future of Customer Experience

By
Viraj T
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0
CMO

Business Stakeholders Are Increasingly Understanding the Importance of Providing an Outstanding Customer Experience. But How Do They Collaborate with Marketers to Take Their Products and Services in the Right Direction? Design Systems Might Just Be the Pied-Piper for Futuristic Customer Experience Endeavors

“You‘ve got to start with the customer experience and work back toward the technology – not the other way around.”
-Steve Jobs

An enterprise’s ability to provide optimum customer service will decide the success of tomorrow’s organizations. As businesses become exceedingly competitive, the winner will be the one who can truly make its customers feel special.

So, why are companies prioritizing customer happiness over business strategy?

Huffingpost has this to say.

  • 67% of customers left a brand due to a bad experience
  • 66% of people chose another brand due to appalling service
  • 56% of consumers wanted to get the right answer, however, 64% of consumers failed to trust the information that was given to them
  • Non-engagement resulted in dissatisfaction in 91% of customers and made them leave

The facts are proof that consumers have huge expectations. Especially, now when enterprises are mushrooming. A talented lot of entrepreneurs are managing to develop stunning products for consumers. However, sustenance of their franchise is solely dependent on they handling their customer’s entire lifecycle.

This is even true for larger corporations who are facing a considerable volume of customer attrition.

But, marketers would question the co-relation between design systems and customer experience.

Before finding that out here is a quick revision of the sphere of client service.

Also Read: How Can Event Data Help Enterprises Build Customers?

Revising the Basics of Customer Satisfaction

Essentially, businesses are restricted to thinking that customer satisfaction is limited to a product and its pricing. Traditionally, while this might be true, today’s consumers anticipate a lot more.

Hence, no longer is customer service a simple entity to gratify. Enterprises need to learn about customer service lifecycle. The vast amount of emerging technologies have enabled organizations to experiment with all aspects of their operations. Hence today’s customer sees a stylized website, Mobile application or a product.

Client Engagement

The challenge for stakeholders is how would they know if their attempts are succeeding? This is where client engagement comes into the picture. Customer engagement assessment is at less than 1 percent. Feedback is the key. Marketers need to put in extra efforts to ensure that they are conversing with their customers. Out of the 26 people dissatisfied with service, only one of them ever complains. If customers do not speak, it should not be taken as a sign of satisfaction.

Contact Center

Businesses should invest heavily in their support teams. 84% of customers are reported to be agitated if a support officer did not have information about their query. The same equation applies to email support tickets. Contact centers are the go-to place for clients regarding their questions. A poorly represented center nosedives brand image completely.

Online Presence

Marketing initiatives need to uplift brand value. Such campaigns should be made with a purpose of developing content that its audience loves to engage in. With the rise of capabilities like Influencer Marketing & Video Analytics marketers have the tools to design them with ease.

Bad content or swarming irrelevant advertisements will kill a brand. This is also true for Social Media. Customers are trending towards raising their voice via Social Media channels like Twitter, Facebook, Instagram etc. Instant response to these mediums impresses consumers.

Customer Delight

Customer delight is being pro-active about customers. Essentially customer delight is surprising customers with gestures that benefit them. Customer delight convinces clients that the organization they trade with cares about them. It ensures that it’s not all business and that the company is creating a feel-good atmosphere for its customers. Customer delight guarantees –

  • Customer loyalty
  • Positive word of mouth
  • High retentions

Design

You might be an enterprise who has got most elements of the customer service paradigm right. However, this last bit is a little tricky and involves slightly complex processes to execute. However, in today’s business scenario, the design is a game-changer.

Today, designing for customer service needs to cover all the aforementioned scenarios along with creating newer opportunities for enterprises.

One of the many reasons that Apple is so successful as a brand today is its immersive design. People love It so much that Apple has managed to sell 700 million iPhones globally. Today, Apple doesn’t need to advertise.

For companies to reach great heights, the answer is not copying somebody’s strategy but to build their own. Enterprises need to truly define what their essence is as an organization. They can only then direct themselves to define and implement aesthetically beautiful designs.

As the world shifts towards mobile-first approach companies are gearing up to develop functionally gorgeous applications. They are also working on upgrading their website to optimize browser experience. The challenge here is homogeneity. The entire experience never appears seamless. This is where designers can leverage design systems.

Good designing is also extremely critical to provide omnichannel commerce. Omnichannel commerce is a big opportunity and very few organizations have enabled the omnichannel experience for their customers.

Futuristic technology powered products are also assisting the customer care mission. Internal products like Intelligent assistants and chatbots are showing huge potential to support customers 24/7. This element needs designing too and needs to integrate with business goals.

Hence, design teams need to be enabled with the latest designing tools. Change is always difficult but in order to be at par with the present business scenario, transitions have to happen.

What’s more is that this has to be worked backward. Marketers need to collaborate extensively with designers in order to explain their customer servicing ideas to them. Only then can marketing goals, customer service, and business goals come in sync.

Hence it is very important to know about design systems.

Also Read: Could Amazon Have Done Better on Prime Day?

What Are Design Systems?

A Design System is an array of components that can be reused/recycled to design using a variety of styles. Design Systems enables enterprises to design business critical elements at scale.

System Designs have been around as an applicable concept with design teams. What is changing though is the way in which enterprises are applying it to their business objectives. The Design Systems in the discussion are for products of a digital nature. Hence in this context, Digital Products like websites, mobile applications, Social Media etc. will qualify.

People who need to be enabled with Design Systems are –

  • Digital designers
  • Analysts who work on Customer Experience
  • Designers that craft interactive designs for internal and external customers
  • Front-end developers

Why Should Enterprises Use Design Systems?

Designing world-class digital products is never an easy job. Enterprises who aggressively venture into making excellent digital products will be benefitting by using Design Systems. Businesses need great products that satisfy the entire customer service paradigm, and they need it continuously.

Hence using Design Systems would –

Easily Build Larger Applications

Design Systems help develop applications that comprise of several hundred pages, effortlessly. Further, enterprises can scale up or down depending on the business requirement and can build apps from scratch.

Homogenous Interface

Customers love consistency, be it apps or a website. Design Systems helps developers create a consistent look and feel across a digital product. This earns huge praises from customers about design and adds up to brand value. This is because when customers see a website with two dozen different styles, they lose interest in that brand.

Reusability

Since Design Systems can be reused, developers can build really fast. Interactive and customer experience evangelists can rapidly deploy prototypes and test it for usability.

Next Level Teamwork

The team handling the design section will have a lot more free time due to the above-mentioned scenarios. They can then collaborate and work on upgrading existing products and adding more customer delight. They can also brainstorm about the long list of projects that are pending in the pipeline.

Collaborating with the Marketing Community

Marketers need to collaborate with designers to roll out effective marketing campaigns. They can build a working roadmap about marketing campaigns and proceed to do a hand-off to designers. Designers can then build digital products in tandem with marketing campaigns. Since key teams are in sync, it is very likely that customers would be more than impressed.

Being a Customer-Focused  Enterprise

As customers experience products online, they are comparing it on scales of look, feel & functionality, inventory and customer centricity. As enterprises are understanding this they are continually upgrading their digital presence to be more in favor of consumer expectations.

However, digital products are getting refined every day. The main capability of Design Systems is to fine-tune digital products in real time. Hence, Design Systems will be the future of customer experience.

The only sensible thing that enterprises can do though, is work designs with their own values and themes. Replicating design patterns of an already successful digital product will, in the long run, jeopardize the company and its brand value.

Recommended Read: How Can Event Data Help Enterprises Build Customers?

More Than 50 Pay TV Operators Rolling Out App-Based Television Through MOBITV’s Connect Platform

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PRNewswire
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0
More Than 50 Pay TV Operators Rolling Out App-Based Television Through MOBITV Connect Platform's Managed and In-Network Service Options, Pushing Future-Proof Cable

ATMC, Fidelity Communications, Greenlight Community Broadband, and Others Future-Proofing TV Services, Impacting Approximately One Million Subscribers in US

MOBITV, a global leader in application-based Pay TV video delivery solutions, announces more than 50 customers, including All West Communications, Arvig, ATMC (Atlantic Telephone Membership Corporation), Dalton Utilities/OptiLink, Elevate Fiber, Fidelity Communications, Greenlight Community Broadband, MetroNet, Nex-Tech, Nortex Communications, RiverStreet Networks, and USA Communications, leveraging the Company’s MOBITV Connect platform. These customers represent a total subscriber base of approximately one million across the US.

“Given that we are a software-based solution that provides both in-network and managed service options, we provide a level playing field for operators in terms of cost and, equally important, we allow them to take a leadership role in the user experience.”

Many Pay TV operators would love to compete with a modern app-based approach to their video services but face large investments to upgrade their existing headend infrastructure. Through the MOBITV Connect Platform, operators can transition their network’s video delivery system to an extendable IP-based approach that includes on-demand, live TV, catch-up TV, network DVR, and recommendations. The agile and customizable platform is now the catalyst for these Pay TV providers to be live and in-market in their respective regions. Their subscribers will enjoy TV on the devices they love, while operators no longer have to absorb the high cost of constantly replacing legacy set-top boxes for the home.

Also Read: FlipNpik Announces Partnership with Atayen Inc, Facebook iFrame Apps Developer

“It is becoming apparent that app-based TV is the future for delivering Pay services. In a world where video is growing increasingly competitive from OTT offerings, operators must reduce the expense and overhead associated with Pay TV,” said Charlie Nooney, CEO and Chairman of MOBITV. “Given that we are a software-based solution that provides both in-network and managed service options, we provide a level playing field for operators in terms of cost and, equally important, we allow them to take a leadership role in the user experience.”

The MOBITV Connect managed solution will offer Pay TV subscribers the benefit of a modern user experience enabled across popular streaming devices, while supporting the operator’s unique content lineup, content policies, branding requirements, billing, authentication, and more. With secured streaming delivery rights from major media brands, MOBITV is now authorized to ingest content once and deliver it in an app-based framework to multiple operators. The platform is turn key and can be deployed within 90 days.

“Sustaining our legacy cable TV architecture has become cost prohibitive while the experience it provides our customers struggles to satisfy expectations,” said Jody Heustess, Vice President, Marketing & Customer Care at ATMC. “MOBITV, we feel, gives us a platform by which we can meet our customers’ demands without the need for constant high cost capital investments.”

MOBITV hopes to continue to deploy in-network and managed solutions of the MOBITV Connect platform to more cable operators, and others, by the end of the year.

Recommended Read: video intelligence CEO Kai Henniges Shares Key Takeaways from Cannes Lions 2018

Mavrck Releases New Fraud Detection Tools to Evaluate and Manage Influencer Marketing Risk

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PRNewswire
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Mavrck Releases Fraud Detection Tools to Evaluate Influencer Marketing Risk

With influencer fraud becoming more and more prevalent, and as the industry continues to search for ways to address fraudulent activity, influencer marketing platform Mavrck is leading the charge and releasing new, automated tools to help combat influencer fraud. Mavrck’s methodology is designed to assess and indicate follower and engagement fraud to empower marketers to make informed decisions about influencers based on their risk tolerances. With beta testing now complete, Mavrck is rolling the capability out to select customers as a premium feature and will make it available to more customers in the coming months.

“Thanks to the sophistication of influencer marketing platforms, the number of influencers being activated by marketers has grown exponentially over the last two years–there were more than 21 million #sponsored posts created in 2017 alone,” said Lyle Stevens, Co-Founder and CEO of Mavrck. “Unfortunately, the methods by which some bad actors try to game the system with fraudulent followers and engagements have also grown in sophistication to the point where visual inspection is no longer good enough to filter out fraud, especially if you’re activating thousands per month like some of our Fortune 100 customers. To help address this growing problem, Mavrck has developed an automated way to flag an individual as potentially engaging in fraudulent activity so that a marketer can filter out bad actors.”

Also Read: TechBytes with Liz Gottbrecht, VP Marketing, Mavrck

Taking a sample of 3,992 Instagram influencers with at least 5,000 followers, Mavrck found that 394 (9.8%) engaged in fraudulent behavior by buying followers or engagements. To address this issue, Mavrck developed a machine learning algorithm that assesses a statistically significant sample of an influencer’s followers, as well as accounts that like or comment on that influencer’s posts, to determine if an Instagram account is from a real person or if the account is operated by a bot for the purposes of creating artificial followers, likes, and/or comments. Based on Mavrck’s analysis, an account can be flagged as being High, Medium, or Low risk of having purchased followers or engagements. This helps Mavrck customers to ensure that their campaigns are being executed by influencers who best fit their brand needs and objectives.

Mavrck’s new fraud detection efforts represent one of many steps that the company has taken to guide influencer marketing into the future this year. In April 2018, Mavrck launched its new Macro-Influencer Workflow Automation capabilities, which enhanced the platform’s existing workflow automation and provided improved measurement of the full impact of macro-influencer content. Mavrck customers are now able to measure influencer content across networks, and they can track and attribute actions driven as a result of that content to achieve brand objectives.

Recommended Read: Interview with Lyle Stevens, Co-founder and CEO, Mavrck

Splash Worldwide Welcomes Erik Semmelhack as Chief Revenue Officer

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PRNewswire
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Splash Worldwide Welcomes Erik Semmelhack as Chief Revenue Officer

Global creative technology company Splash Worldwide has appointed Erik Semmelhack as Chief Revenue Officer, based in New York. With over twenty years of experience in executive level business development roles at both startups and agencies, Semmelhack brings a proven track record and passion for driving innovation in digital. He joins Splash Worldwide after serving as President, North America for WPP’s award-winning creative production studio Ars Thanea, where he launched their North American office in 2015. His prior roles also include Senior Director of Business Development at Omnicom’s Red Sky Interactive, and Co-Founder and EVP of Global Sales & Partnerships at Major League Gaming, which was acquired by Activision for $46M.

Global creative technology company @splashww has appointed Erik Semmelhack as Chief Revenue Officer

“Erik is a highly engaging and strategic business development veteran, and I’m impressed with his entrepreneurial spirit and innovative thinking in the digital space,” commented Splash Worldwide CEO Paul Stonebridge. “In the last few years Splash has transitioned from a pure production vendor to a much more integrated partner that can create, produce, and distribute content across channels at scale anywhere in the world. Erik has a strong understanding of the digital and social landscapes and will be a driving force in strategically marketing our capabilities, particularly to the North American market.”

Also Read: Cherry Creek Now Streaming with WideOrbit

“Splash is incredibly well-positioned and has so much opportunity in the market right now – with the changing agency landscape, the need for robust, nimble production partners is greater than ever, and I think the market can learn a lot from us,” said Semmelhack. “Splash is not only creatively focused, but we give clients the technology they need to effectively control and disseminate versioned assets all over the world in real time. Until now Splash has flown under the radar, so I’m thrilled to step into this new position and really begin to evangelize us to the broader marketplace.”

From startups to established agencies, Semmelhack has shown leadership across departments and globally-dispersed teams to result in over $50M of new revenue to date. He began his career with Omnicom at the beginning of the digital wave, leading strategy and business development for teams doing groundbreaking work in the space. He then led international sales and marketing in telecom with Gotham Broadband, driving new business and ongoing client management with companies such as Time Warner and Comcast. As a co-founder of Major League Gaming, he spent five years building and marketing the company to the video game and emerging eSports markets, ultimately leading to the company’s success and $46M Activision acquisition. He then served as founder and managing partner at broadcast media startup Ted Steel Entertainment, and held SVP and business development roles at various digital agencies, before his most recent role as President, North America for digital and creative studio Ars Thanea.

Recommended Read: Kollective Announces Integration with Microsoft Stream

Survata Secures $14 Million Series B Funding

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Survata Secures $14 Million Series B FundingSurvata Secures $14 Million Series B Funding

Survata, the top technology-powered advertising measurement and market research company, announced it has secured $14 million in Series B funding led by Conductive Ventures and joined by Industry Ventures. Previous investors Uncork Capital, PivotNorth, Ridge Ventures, Bloomberg Beta and Initialized Capital also contributed, with additional participation again from multiple marketing-technology visionaries. Building on the Survata’s success with its Market Research suite, Survata plans to use the investment to continue building its Ad Measurement suite, which has seen fast growth in the past year.

“We have the privilege of investing in some of the most transformational marketing technology companies every year, so we have a high bar for partnering as an investor. In Survata, we saw a compelling value prop for marketers, driven by powerful industry trends, with clear market adoption. And, of course, we need to be aligned with the leadership team’s vision and trust their capabilities,” said Carey Lai, founding member and managing director at Conductive Ventures. “Major change continues to affect the marketing and advertising landscape where brands are increasingly careful about their spends.This means the time is right for a modern measurement platform like Survata to emerge. Only brands that can accurately measure their marketing impact will continue to thrive.”

Also Read: TechBytes with Krish Subramanian, Co-Founder and CEO, Chargebee

While 2018 global advertising spending on all measured media is expected to rise 7.4 percentto $628.63 billion — with digital representing nearly half of that — the industry recently has experienced significant brand safety problems, technology disruptions and high-profile questions about audience accuracy, especially within programmatic.

In fact, many of the world’s biggest advertisers are reducing spends due to these problems, with some even cutting hundreds of millions out of their budgets. Under pressure to eliminate ineffective spending, brands and agencies are looking to technology to better measure, validate and adjust ad campaigns to not just deliver the desired results, but even simply ensure they are reaching the right people.

While Survata gained wide attention and produced steady growth for its Market Research applications — amassing more than 2,300 customers in six years — large brands began inquiring about the Survata Platform’s potential for ad measurement. Recognizing the industry lacked a tech-driven solution that delivered accurate ad-campaign insights in real-time, Survata developed a full suite of ad measurement applications, with products for brand lift, audience validation and audience creation. In just over a year, Survata Ad Measurement, which drives significantly higher revenue per deal, now has nearly 50 customers, including major brands like Microsoft and Clorox. In addition, Survata Ad Measurement has tracked more than 45 billion ad impressions to date.

Also Read: Kochava Part Of New Google Measurement Partners Program

“We created Survata to solve a simple yet extremely difficult problem: give brands and agencies faster and more accurate consumer and market insights. And, in a few years, we built a very successful, sustainable business,” said Chris Kelly, founder and CEO of Survata. “However, when brands and agencies started using our platform to achieve the Holy Grail of brand advertising — measuring the branding impact of ad dollars in real-time — we knew the time was right to accelerate. This funding from such well-respected VCs and visionary leaders not only validates our vision and direction, it also allows us to fuel further and faster innovation on the Survata platform.”

Survata has attracted attention from many consumer platforms and leading players in data services and marketing technology, garnering more than 20 partnerships or technology integrations. Those include integrations with all of the top DMPs and certifications with many of the world’s largest media companies.

The distinguished group of marketing-technology leaders that also participated in Survata’s Series B round included: SafeGraph CEO Auren Hoffman (former CEO of LiveRamp); Dan Beltramo, co-founder and former CEO of Nielsen acquisition Vizu; former CEO of Datalogix (Oracle acquisition) and current Oracle Data Cloud SVP/GM Eric Roza; Jonah Goodhart, co-founder and CEO of recent Oracle acquisition Moat; Tom Chavez, co-founder and CEO of Salesforce-owned Krux, Inc; and well-known angel investor and strategic communications guru Marcy Simon.

Recommended Read: Amazon Versus Google Search: Who Is Winning the Battle and How?

IZEA Appoints Francesca Cruz as Vice President SaaS Customer Success

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IZEA Appoints Francesca Cruz as Vice President SaaS Customer Success

IZEA, Inc., operator of IZEAx, the premier online marketplace connecting brands and publishers with influential content creators, announces the appointment of Francesca Cruz to Vice President of SaaS Customer Success, effective immediately.

IZEA Appoints Francesca Cruz as Vice President SaaS Customer Success

Francesca Cruz
Francesca Cruz

The appointment of Ms. Cruz to the role follows the recent close of the acquisition of TapInfluence. Ms. Cruz will lead the team responsible for ensuring the successful adoption and marketplace utilization of all IZEA owned and operated SaaS platforms.

Prior to the acquisition, Cruz served as the Vice President of Customer Success and Partnerships for TapInfluence beginning in 2016. Under Cruz’s direction, marketplace utilization grew 39% from 2016 to 2017. Cruz originally joined TapInfluence in 2015 as Vice President of Sales, and oversaw annual SaaS revenue growth of 204% from 2014 to 2015.

Also Read: Pegasystems Appoints Christine Parker as Vice President and Industry Market Leader for Financial Services

Before joining TapInfluence, Cruz held a variety of sales management positions at Confio Software, which was acquired by SolarWinds during her tenure. She initially led and grew Confio’s Sales Development team and eventually became a Director of Sales for multiple SolarWinds product lines in 2013. Cruz is a graduate of Duke University and a Fulbright Scholar.

“We believe the acquisition of TapInfluence by IZEA represents the first consolidation of significant market leaders in the influencer space. Our joint value proposition will provide brands and agencies with a comprehensive suite of technology and level of support services unparalleled in the industry. I’m extremely excited to be joining the IZEA team and look forward to delivering even more value to our combined customers.”

“We are thrilled to have Francesca join team IZEA. Her extensive background in customer success, sales and management will be of great benefit to both IZEA and our customers,” said Ted Murphy, Founder and CEO of IZEA. “Francesca has a proven track record of growing client relationships through collaborative development and exemplary customer service. Her skillsets and experience complement our increasing investment in SaaS and we are optimistic in her ability to help us grow this part of our business.”

Recommended Read: Meet ReloQuest’s Newest Rainmaker!

Socure Named Lead Innovator in Identity Proofing for Financial Institutions by Research Firm IDC

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Socure Triples Customer Count and Valuation in 2021, Emerging as the Market Leader in the Identity Verification Space With the Most Accurate and Comprehensive Identity and Fraud Platform

Company Recognized for Advanced Predictive Analytics Platform that Combines Deep Learning and AI Technologies to Verify Digital IDs, Prevent New Account Fraud, and Enhance KYC Compliance

Socure, a leading provider of predictive analytics for digital identity verification, announced it was named an IDC Innovator for identity proofing by research firm International Data Corporation (IDC). The Socure ID+ platform was cited for helping financial institutions reduce fraud, increase auto acceptance in the onboarding process, and cut costs associated with manual review.

.@socureme named lead Innovator in #onlineidentity proofing by Research Firm IDC for advanced #predictiveanalytics platform that combines deep learning and #AI to verify #digitalID, prevent new account fraud and enhance #KYC compliance

Socure was profiled in the report, IDC Innovators: Identity Proofing Solutions to Prevent New Account Fraud and Enhance KYC Compliance, 2018 .

According to the IDC analysts, verifying the legitimacy of new identities is a key step in the customer onboarding process. However, identity verification often involves considerable amounts of manual effort that can produce high rates of false positives and are unable to distinguish synthetic identities, putting firms in a position of higher compliance and fraud risk.

Also Read: New B2B Platform Identifies What Customers Will Most Likely Buy From You Next

Socure was named an IDC Innovator for its advanced predictive analytics platform that uses deep learning technologies to produce highly accurate assessments and validations of digital identities in online channels. The Secure ID+ Platform was cited for its unique use of AI to simultaneously run hundreds of models in a “champion challenger” process to identify those that are most efficient and accurate based on each customer’s requirements.

“Being named an IDC Innovator provides further validation that Socure has developed the most advanced AI platform for online identity proofing in the financial services industry,” said Tom Thimot, CEO for Socure. “In addition to helping banks increase their auto acceptance rates by up to 60%, the explainability of our models enables them to meet regulatory requirements.”

Recommended Read: Versium Surpasses 1 Billion Monthly Records Scored with its AI Predictive Targeting Engine

Chorus.ai Named One of JMP Securities’ Hot 100 Privately-Held Software Companies

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Chorus.ai Named Top 100 Best Global Software Company by G2

Chorus.ai, creator of the leading enterprise call recording solution, Conversation Cloud, today announced that it has been named one of the “Hot 100” privately-held software companies by JMP Securities. The “Hot 100” list is compiled based on criteria such as financial growth, products and services, quality of leadership team and market potential.

“We’re honored to have been recognized in this year’s Hot 100,” said Roy Raanani, CEO and co-founder of Chorus.ai. “It provides validation for our work, and for the Enterprise Call Recording category we’ve pioneered. Our focus remains enabling sales and customer success teams to significantly increase sales by recording and analyzing their business conversations.”

Also Read: Meet LookinLA, the Digital Marketing Intelligence Agency Behind Hundreds of Business’s Success Stories

Chorus.ai joins notable software companies like Zoom Video Communications, Cloudflare, Snowflake, Slack, Datadog, Pendo, Asana, Looker, Drift, PagerDuty, Docker and Sprinklr on this year’s edition. The list has also proved a bellwether of industry success with 17 previous winners completing IPOs in the last year alone and a number of others completing successful exits.  Founded in 2015, Chorus.ai is one of the youngest companies on the 2018 list and is proud to count many of its customers as honorees as well.

Chorus.ai’s Conversation Cloud is an Enterprise Call Recording platform that records, transcribes and analyzes business conversations in real-time to identify and replicate how top performers win, renew and expand business. Hundreds of customers use Chorus.ai to increase quota attainment and shorten new hire ramp times by creating visibility and analyzing phone conversations and online meetings at scale. Chorus.ai’s Coaching Network, that identifies sales call best practices, have been trained on over 2.5M business conversations from customers that include Qualtrics, Adobe, Outreach, Procore and Drift. Chorus.ai has raised over $20M from Emergence Capital and Redpoint Ventures.

Also Read: Bidalgo Brings Artificial Intelligence to Digital Ad Creative With the Launch of Creative AI

Episerver Named a Visionary in the 2018 Gartner Magic Quadrant for Personalization Engines

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Episerver Named a Visionary in the 2018 Gartner Magic Quadrant for Personalization Engines

Company Positioned Furthest on the Completeness of Vision Axis Overall by the Leading Research and Advisory Firm

Episerver, the company transforming digital experiences, announced its recognition as a Visionary in Gartner’s 2018 “Magic Quadrant for Personalization Engines.”  Gartner analyzed Episerver among 17 other vendors. The company was placed the furthest on the completeness of vision axis overall. The report, which is the first of its kind from Gartner, states that “marketing leaders can use this research to identify and evaluate personalization solutions suited to their goals.”

Episerver Personalization, a comprehensive suite of products delivered via the intelligent cloud, combines advanced artificial intelligence (AI) and behavioral analytics to provide deep customer insights and individualized recommendations for digital content, commerce, and marketing experiences. Episerver’s advanced machine learning algorithms improve over time, adapting to customer behavior and intent to quickly increase conversions, engagement and average order values. Episerver credits a highly scalable cloud platform, as well as proven dedication to its customers’ success, for its inclusion in the report.

Also Read: Dynamic Yield Named a Leader in Gartner Magic Quadrant for Personalization Engines

“Episerver’s Personalization suite mitigates the burden traditionally placed on marketers and merchandisers who simply don’t have the time to build all of the engagement rules needed to deliver highly personalized customer experiences, through extensive autonomous personalization capabilities – freeing them up to focus on more strategic and creative opportunities,” said James Norwood, CMO and EVP Strategy at Episerver. “We believe our commitment to help our customers to deliver intelligent mass individualization at scale, for every step of their customer’s digital journey, through our unified digital experience platform reflects in our positioning as furthest on the completeness of vision axis in this report.”

Earlier this year, Episerver launched Episerver Advance and Episerver Insight to round out its personalization suite. Powered by cognitive AI, Episerver Advance allows organizations to automatically sequence highly relevant and individualized content to visitors across digital channels. Episerver Insight draws on behavioral data stored in Episerver’s customer data platform (CDP) to provide marketers and merchandisers with rich customer journey analysis and persistent visitor intelligence to further support the delivery of personalized experiences.

The Episerver Personalization suite also includes Episerver Personalized Find for AI-based individual search rankings, Episerver Reach for event trigger-based messaging, such as personalized email, SMS and push notifications, and Episerver Perform for personalized product recommendations.

With a global partner ecosystem of more than 880 digital agencies and systems integrators, Episerver supports the onboarding and delivery of its personalization suite for clients across industries.

To read Gartner’s 2018 “Magic Quadrant for Personalization Engines,” download a complimentary copy from Episerver.com.

A Gartner Magic Quadrant is a culmination of research in a specific market, giving you a wide-angle view of the relative positions of the market’s competitors. By applying a graphical treatment and a uniform set of evaluation criteria, a Magic Quadrant helps you quickly ascertain how well technology providers are executing their stated visions and how well they are performing against Gartner’s market view.

Recommended Read: Localytics Named a Leader in Gartner’s 2018 Magic Quadrant for Mobile Marketing Platforms

Chartbeat Announces New Funding to Fuel Growth

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https://martechseries.com/analytics/behavioral-marketing/digital-marketing-veteran-michael-perlman-joins-jumpshot-as-chief-revenue-officer/https://martechseries.com/analytics/behavioral-marketing/digital-marketing-veteran-michael-perlman-joins-jumpshot-as-chief-revenue-officer/

Chartbeat, the content intelligence platform for the world’s leading publishers, announced that the company has closed a $7 million funding round, led by North Atlantic Capital. The capital will enable Chartbeat to accelerate its leadership position in real-time analytics across desktop, social, and mobile platforms.

2018 has seen unprecedented traffic shifts, and Chartbeat provides media organizations with instant insights about content engagement and reader traffic — whether directly on publisher websites or from platforms such as Facebook and Google. Empowered with data, media organizations can better understand, measure, and build business value from the attention earned by their content.

“Our solid revenue growth and product expansion efforts have put us on a bright path forward,” said John Saroff, Chartbeat’s CEO. “We’re thrilled to have North Atlantic Capital behind us as we continue to scale.” Saroff added, “Chartbeat’s analytics enable publishers to connect with valuable readers and grow a sustainable business. We’ll continue to build out our core business while expanding into new areas within mobile and multivariate testing.”

Also Read: GotChosen Launches First Ever Social Content SSP

Today’s investment follows a period of rapid growth for Chartbeat, whose customer base now includes the top global media, sports and entertainment brands in over 65 countries. Clients include The New York Times, The Washington Post, The Atlantic and ESPN in the US; the Economist, The Telegraph and The Mirror in the UK; Le Figaro and Le Monde in France, Unidad in Spain;Clarin in Argentina; and The South China Morning Post in Hong Kong, to name a few.

“This is a very strong team – impressively talented and dedicated to solving a real need for publishers,” said Mark Morrissette, Managing Director at North Atlantic Capital. “With such passionate customers, we see a lot of opportunity for Chartbeat to expand both within its base and into adjacent markets. This is a great fit for us.”

This late stage funding brings the total amount of money Chartbeat has raised since 2009 to $38 million. North Atlantic will immediately join Chartbeat’s Board of Directors as a board observer, along with investors and board members DFJ, Index Ventures and Betaworks, and board observer Harmony Partners.

Recommended Read: Digital Marketing Veteran Michael Perlman Joins Jumpshot as Chief Revenue Officer

Ruder Finn Acquires RLA Collective to Expand Integrated Marketing and Analytics Expertise

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New Ruder Finn Survey Shows Consumers Want Brands to Listen But Don't Expect Them to Agree

Ruder Finn announced that it has acquired RLA Collective, a sales-driven integrated marketing agency specializing in health and wellness, including over-the-counter (OTC), nutritional supplement and medical device brands in North America.  With more than two decades in the consumer and pet health sectors, RLA has developed and executed customized marketing campaigns – that blend the latest in digital advertising technologies with traditional tactics – for new and heritage brands sold at major drug, mass market and online retailers, including Amazon and brand-owned e-commerce. The acquisition will further enhance Ruder Finn’s established, decades-long foundation in the health industry.

“Ruder Finn has a deep heritage and renowned reputation in its healthcare expertise – from establishing franchise positions for companies to launching ground-breaking brands, to changing the way healthcare businesses approach and change cultures,” says Kathy Bloomgarden, CEO of Ruder Finn. “The acquisition of RLA Collective will enhance our integrated healthcare marketing offerings, utilizing the latest in digital marketing technologies to reach niche health consumers.”

Also Read: LiveRamp and Sonobi Collaboration Gives Marketers Unique Direct Access to Addressable Consumers

RLA Collective specializes in end-to-end product marketing, from research and strategic competitive positioning, to creative content development and execution of key brand engagement strategies, such as social media marketing, micro-influencers, geo-targeted retailer campaigns and AI digital advertising that can be measured against real-time sales data. RLA Collective has worked with heritage OTC and supplement name brands, such as Balmex, Cold-EEZE, Curad, PediaCare, Sea-Band and Viactiv to Oxy Skincare, Lanacane, ROHTO Eye Drops, Certain Dri, Cystex, Vagisil, and Cepacol, as well as many new brand introductions.

Robin Russo, Founder, CEO and Partner, and Alyson O’Mahoney, President and Partner, at RLA Collective will remain on staff as co-Managing Directors at Ruder Finn. RLA will bring a team of 11 people (including Russo and O’Mahoney) to Ruder Finn, and a wealth of OTC industry contacts, including those in the retail trade industry.

RLA Collective will continue to be based in Pleasantville, NY, but will also have space in Ruder Finn’s New York office. They will use the name RLA Collective, a Ruder Finn Company.

“RLA has incubated some of the latest technologies and platforms for optimized OTC brand marketing that can be tied to sales,” says Robin Russo. “We are thrilled to bring our deep understanding of and success in marketing OTC products, including, FDA/FTC/HIPAA-compliant, sales-driven marketing strategies to Ruder Finn, with its many advanced resources and prestigious global healthcare client roster and expertise. We are looking forward to doing great things together.”

Recommended Read: Vestorly Adds Financial Services Veteran Larry Roth to Advisory Board

PR Tech Leader Cision Acquires Visual Content Technology from ShareIQ

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PR Tech Leader Cision Acquires Visual Content Technology from ShareIQ
PR Tech Leader Cision Acquires Visual Content Technology from ShareIQ

Cision Communications Cloud Becomes First Earned Media Platform to Measure, Analyze and Optimize Performance of Visual Content Across All Channels

After completing the acquisition of PRIME Research in January this year, leading media intelligence and PR tech company, Cision has announced it has acquired the technical assets of Berlin-based ShareIQ. The ShareIQ platform is based on patent-pending technology that discovers, analyzes and indexes original pieces of visual content, as well as shared and republished copies of specific images. With the addition of ShareIQ technology to the Cision Communications Cloud, Cision becomes the first earned media platform in the industry to monitor, analyze and attribute value to both text and visual content.

Read Also: Google Marketing Cloud Gets a New Enriching Destination for Content and Analytics

At the time of this announcement, Kevin Akeroyd, Cision CEO, said, “Cision Comms Cloud™ is the technology enabler for earned media management, a new discipline in which professional communicators are able to combine the art of storytelling with the power and science of data to establish communications as a critical driver of business value.”

Kevin added, “With more than three billion images uploaded to the web each day and more than 95 million images added to channels like Instagram daily, earned media is becoming increasingly visual. ShareIQ is the latest of our carefully curated technology acquisitions designed to make the Cision Comms Cloud the most robust in the industry – and the first to provide comms professionals with a way to harness the true business impact of the visual content market.”

Conventional monitoring methods rely on text and hashtag capture to track images and logos. But because the bulk of internet-based images are not associated with text or hashtags, conventional systems lack the ability to truly track and measure the impact of visual content. ShareIQ technology is the first to recognize brand images and logos independent of text and hashtags across all social, the web, and digital channels.

The ShareIQ solution maps the history and path of each image to provide reach and engagement, as well as insight into where the image is being shared and by whom – a publisher or an individual influencer.

Additionally, ShareIQ provides the ability to create custom audiences of individuals who have viewed, liked, or shared specific visual content. When used in conjunction with Cision’s established partnerships like LiveRamp and MediaMath, these audiences can be uploaded to any Data Management Platform to facilitate targeted digital advertising.

ShareIQ can track brand-generated, user-generated, and influencer-generated images as well as track and analyze the brand’s competitive visual content.

Recommended Read: Influencer Solutions Will Become a Core Component of the Marketing Stack

ShareIQ technology will be immediately available to current Cision Comms Cloud customers. It is the company’s aim to integrate ShareIQ technology into our platform workflow by the end of this year for seamless targeting, distribution, and analysis of visual earned media marketing efforts.

Currently, Cision is a leading global provider of earned media software and services to public relations and marketing communications professionals. Cision’s software allows users to identify key influencers, craft and distribute strategic content, and measure meaningful impact.

 Recommended Read: B2B Buying Disconnect: Are You Targeting the Right Set of Customers?

Bidalgo Brings Artificial Intelligence to Digital Ad Creative With the Launch of Creative AI

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Bidalgo Brings Artificial Intelligence to Digital Ad Creative With Creative AI

Machine Learning, Video and Image Recognition Helps Advertisers Produce the Highest Performing Ad Creative

Bidalgo, a leading provider of ad creative automation software and services for app marketers, announced the launch of Creative AI, the first Artificial Intelligence-based technology to help advertisers design high-performance ad creative. An integrated part of Bidalgo’s self-serve ad automation platform, Creative AI uses image- and video-recognition technology to analyze every component of an advertiser’s creative, down to each individual pixel, and help advertisers develop ad creative that drives campaign goals.

Creative AI uses Bidalgo’s proprietary AI-based algorithms to break down the DNA of successful ad creative by analyzing dozens of variables including images, colors, promotions, contrast, concepts, copy, and more. The solution measures the impact of all variables on app marketing campaign goals such as Return On Ad Spend (ROAS), Cost Per Install (CPI) and more, and it then provides clear insights into what makes certain creative over- or under-perform, while recommending which creative elements to promote and which ones to replace. It also delivers an innovative creative brief that advertisers can use with their own creative teams, Bidalgo’s in house design studio or 3rd party design partners to produce new ad creative that drive results. The technology requires very limited upfront input and uses machine learning to save marketers countless days or even weeks running A/B tests.

Also Read: Walmart Establishes Strategic Partnership with Microsoft to Further Accelerate Digital Innovation in Retail

“Winning ad creatives make all the difference in scaling user acquisition campaigns, but marketers are flying blind when it comes to knowing what makes good ad creative work” said Peli Beeri, CEO of Bidalgo. “Artificial Intelligence has worked its way into every other part of the digital advertising process, and now advertisers can finally get AI-based insights and recommendations on how to improve ad creative as well. Creative AI eliminates the guesswork involved in developing ad creative so that advertisers know exactly which assets perform well, why they perform well, and how to create more successful assets.”

Creative AI uses innovative AI-based algorithms, combined with image- and video-recognition technology, to provide the following insights:

Creative Brief: Study this vital document to get key insights into which elements drive the performance of top creative assets, including which images, colors and general concepts are most effective, with specific recommendations on how to design the next generation of campaign creative for maximum results.

Asset Scorecard: Get a complete blueprint of all ad components and learn how they measure up against the rest of your industry. Quickly understand what’s working, what’s not, and gain valuable insights for immediate fixes.

Industry Trends – stay in the know into what’s working for your relevant industry – ad types, placements, playables as example.

Copy Analysis: Find out which word choices, phrases and calls-to-action resonate best with targeted audiences and are most effective for achieving campaign goals.

Element Analysis: Learn which elements performed well and which ones performed poorly across all campaign creatives, covering image, video, concepts and more.

Also Read: Fractal Analytics Hosts Inaugural ai.now Conference to Help Fortune 500s Realize the Value of Artificial Intelligence

Top Color Combinations: Understand which colors and color combinations work best to help achieve campaign objectives, with specific recommendations on which color palettes drive the best and worst performance.

Top Potential Creatives: Learn which creative assets Bidalgo’s AI algorithms identify as high-quality but are not being delivered to their full potential so that more spend can be allocated to them.

Advertisers can rely on Bidalgo’s in-house design team to produce their next generation creative. Bidalgo is adding more design partners that will connect directly to its platform, such as Glispa Create and CrossInstall for playable ad production. Bidalgo gathers data from media partners such as Facebook, Instagram, Google, Snapchat and others, as well as industry measurement partners such as AppsFlyer, Adjust, and others to turn the right data into the best performing ad creative using the power of AI.

Bidalgo’s Creative AI helped app developer Pixelberry crack the code on ad creative for its hit game, Choices. Pixelberry relied on Bidalgo’s Creative AI to continuously optimize campaign creative in order to leverage winning elements and to produce the next generation of high-performing creative. This strategy led to massive growth for Choices, including 42 times more installs, 185% growth in ROI and a 78% lower Cost Per Action.

“Using Bidalgo AI solutions has allowed us to not only scale to millions of users with incredible return on ad spend, but also understand what type of additional game content to produce and who our target audience is on a deeper level,” said Filippo De Rose, Head of Marketing and Ad Monetization Pixelberry Studios. “Bidalgo was one of our key partners in breaking into the top 10 grossing apps.”

Recommended Read: Tribune Broadcasting TV Ad Sales Open 24-7-365 With WideOrbit’s Programmatic Marketplace

Top Tips For Tackling Software Translation

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Tackling Software Translation

ingenioustechnologiesIf you’re working for a B2B technology provider, you will probably find translation to be a tricky topic. After all, it isn’t just about translating your system into another language, word for word. Instead, it includes the adaptation of the text into the proper context.

Through our continuous quest of adapting our platform for different markets, we have collected several learnings, both in terms of challenges faced as well as our solutions.

Common Challenges Faced

Establishing a market fit

First of all, you’ll find it difficult to establish a market fit. Words and phrases need to be translated differently in different contexts. Although the industry has professionalized massively over the last years, it is still virtually impossible for a translator to know the language conventions for every industry niche – what more when the niche concerns performance marketing.

Also Read: Native Advertising and the Rebirth of Creativity

Understanding your product

Another challenge is the fact that your translator needs to understand your product well. In B2B contexts, your translator should ideally have some experience in your industry, thereby knowing the keywords that everyone else in the industry understands and uses. Unfortunately, people who do so and also have substantial experience in translating are hard to find…

Maintenance

Most technology providers work in an agile manner these days. Their products constantly change. Any updates or new features mean that the text in the product’s interfaces changes along with it. Therefore, translating a platform or software is a continuous, ongoing maintenance project and that can make things pretty expensive. Most translators accept projects with a small amount of text, but charge high prices for them. Furthermore, it is very difficult to achieve consistency if translations are done bit by bit.

Also Read: Why the Future of the Contact Center Lies with the Home Agent

How we combat these challenges

At Ingenious Technologies, we took some time to figure out how to tackle these challenges. Here is what we did.

Prioritizing the markets

From the markets our clients were active in, we picked out the markets that really need translations. For countries like the Netherlands, Sweden and Denmark, translation is simply a nice-to-have. Their economies are highly globalized and EU research found that over 85% of their population speak English. In more centralized economies such as France or Russia, however, translation is a must. Both languages also open up emerging markets in Africa and Central-Asia to your clients.

Involving clients in the process

If they are willing, we involve our clients in the translation process. Not only do they have more experience in the markets in which they are active – they know also what words to use. What’s more, involving them in the process also gives them a sense of ownership over the product they use, which strengthens the client-vendor relationship.

Also Read: Brand Consistency Issues Hinder Marketers’ Ability to Tackle Customer Experience

Creating a glossary of commonly used terms

We invited one client for every market where we wanted to go local. Together we created a list of key terms used in our platform and turned it into a glossary. The translator used this glossary while translating. After the first draft of the translation was done, the client had the chance to review the translation in a testing environment. Only after the translator used this to finalize the work, we go live with the translation live.

Looking for a good translator

We found that in the long run, it pays to invest some time to pick a good translator. With translators of lower standards, we found that we ended up spending more time and (often) more money, as the entire process goes back and forth more, and you need to manage them. With a good translator, things are simpler.

Moving forward

The translation industry is highly competitive and surprisingly global. For our French translation, we received two offers from the UK, two from Germany, one from South Africa, before we went ahead with an experienced translation expert based in Japan. They all reached out to a simple message we had posted and shared on LinkedIn. Yes, it is difficult to find people who are both good translators and have a background in the industry you are working it, but they are somewhere out there.

And we will continue to keep a look out for performance-marketing-focused translators to collaborate with, so that we can make the platform even better for our clients.

Also Read: Five Inconvenient Truths of Multi-touch Attribution (MTA)

VenueNext Appoints Anthony Perez as New Chief Executive Officer

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PRNewswire
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VenueNext Appoints Anthony Perez as New Chief Executive Officer

Perez Comes to VenueNext from NBA’s Orlando Magic Where He Was the Chief Marketing Officer

VenueNext, the leader in connected venue technology, announced that it has named Anthony Perez, former chief marketing officer from the Orlando Magic, as the new chief executive officer, effective July 30, 2018. John Paul, VenueNext’s founder and current CEO, will become vice chairman on VenueNext’s board of directors and remain involved in the company, assisting in various initiatives including expansion into Europe. Anthony will join the VenueNext board.

@venuenext welcomes @orlandomagic’s former CMO, Anthony Perez as its new CEO

“Anthony’s background in finance and sports, as well as his work with VenueNext over the past 3 years, makes him an extraordinary fit to run the company,” said John Paul, founder and vice chairman of VenueNext. “Anthony understands the tremendous value of the VenueNext platform and his role with the NBA’s Orlando Magic was instrumental in enabling one of the best mobile-first personalized fan experiences in the industry. I have full confidence in Anthony to lead the company into its next phase of growth.”

Anthony has spent the last 10 years with the Orlando Magic in various leadership roles. He served as executive vice president of strategy and was promoted to chief marketing officer in 2017 where he was responsible for all marketing and strategy operations. During his tenure, Anthony led several of the Magic’s most significant strategic projects, such as implementing the team’s data and analytics platform, deploying marketing automation, and developing the idea for a virtual currency program, which has been hugely successful in retaining season ticket holders, increasing revenue for the team and paving the way for other professional sports teams to adopt similar fan loyalty programs. Anthony was named to Sports Business Journal/Daily’s Forty Under 40 class of 2017.

Also Read: Plantronics Completes Acquisition of Polycom

Anthony Perez
Anthony Perez

“I’m incredibly excited to join VenueNext,” said Anthony Perez, CEO of VenueNext. “I’ve worked closely with the VenueNext team over the past 3 years and believe in the vision and the platform that they have built and that the Magic adopted. Beyond great momentum in sports, VenueNext has huge potential to gain a foothold in other verticals as well as to expand internationally. I have a great rapport with the team and I’m honored to build upon their accomplishments.”

“Anthony is a natural fit for VenueNext. He has been an integral part of the team at the Orlando Magic leading the reinvention of the fan experience and season pass which has been very successful and increased revenue for the team year over year since its launch,” said Jed York, chief executive officer of the SF 49ers and VenueNext board member. “He has firsthand experience using the VenueNext platform and understands the value proposition for sports and other markets. He will be a great leader for the company and the board is excited to have him join the team.”

Used by the biggest names in professional sports, hospitality and healthcare, VenueNext has a track record of increasing guest app adoption and delivering valuable data insights that enable its customers to improve operations and increase revenue. The Orlando Magic was the first NBA basketball team to leverage the VenueNext technology to redefine the season ticket and amplify the fan experience on a mobile device. VenueNext customers like the Orlando Magic have generated millions of dollars in increased revenues from leveraging the power of VenueNext’s platform at their respective venues.

Recommended Read: Alliance Data Announces Succession Timeline For Longtime Chief Financial Officer Charles Horn

Mudlick Mail Acquires Muscle Up Marketing

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PRNewswire
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Mudlick Mail Acquires Muscle Up Marketing

Mudlick Mail is excited to announce that it will combine operations with Muscle Up Marketing, a full-service marketing firm specializing in serving the fitness and health and wellness industries. The combination will expand Mudlick’s expertise into a brand-new vertical market while enhancing the digital services offered to clients. This acquisition marks the first transaction driving towards Mudlick’s vision to become the leading provider of direct response marketing.

“We are very excited to add Muscle Up to the Mudlick family,” said Tim Ross, Mudlick’s CEO.  “We believe our infrastructure and ongoing technology developments combined with Muscle Up’s robust service offerings and industry expertise will allow us to better serve both of our customer bases.”

Based in Alpharetta, GA, Muscle Up serves such well-known clients as Crunch Fitness and Gold’s Gym. The firm offers a full spectrum of digital services to reach customers in a wide variety of channels, including social media management, text message marketing and mobile geo-targeting. Muscle Up’s founder and President, Jon Butts, will remain with the business while maintaining a meaningful ownership stake in the combined company.

Also Read: The Growth Market Striving for Top Spot by 2020

Muscle Up’s digital expertise will complement Mudlick, which continues to develop innovative, data-driven technology. This upgraded platform will enable Mudlick to better help clients make informed buying decisions based on response rates and predictive analytics. It will also illustrate key performance indicators and tie in call tracking information and market penetration reports. Clients can visually track and analyze the success of their direct mail campaigns. In addition, the platform will include a web-to-print portal, allowing clients to print direct mail postcards, business cards or store banners themselves.

“Our goal is to reinvent the way small businesses execute direct mail by giving them the data they need to make smarter decisions about how they allocate their marketing dollars,” added Ross.

Operating out of Acworth, GA, Mudlick is a provider of turnkey, data-driven direct mail, digital and mobile marketing solutions primarily to small and medium-sized businesses and franchisees in a wide variety of consumer services industries.  Mudlick utilizes its extensive experience and expertise to design customized marketing campaigns that generate measurable and attractive returns on investment for its customers. The company has invested heavily to build new capabilities and technologies since it partnered with private equity firm Clearview Capital in February.

Recommended Read: Interview with Bryan Gernert, CEO, Resonate

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