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Yes Lifecycle Marketing Hires Former Brierley+Partners Executive To Lead The Company’s Evolution

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Yes Lifecycle Marketing

The multichannel marketing solutions provider welcomes new leadership to expand technology and grow its service suite

Yes Lifecycle Marketing, a multichannel marketing and analytics solutions provider, today announced the hiring of Jim Sturm, president, and Gina Carfagno, senior vice president of sales, to evolve its reach and offerings, expand its technology and grow its service suite.

Sturm brings to the role decades of experience after most recently serving as president and CEO of global loyalty leader, Brierley+Partners for over 10 years, where he expanded the company’s technology and agency service offerings, drove annual double-digit growth and established the company as the leader in the global loyalty and CRM market. As president of Yes Lifecycle Marketing, Sturm will use his technology-focused approach to strengthen client relationships and support the company’s renewed focus on services and platform capabilities.

Read More: Iconic British Retailer Fenwick Turns to Salesforce to Launch Digital Shopping Experience

Jim Sturm
Jim Sturm

“I am excited to lead Yes Lifecycle Marketing in its vision of connecting consumers and brands to drive engagement and build brand advocacy,” said Sturm. “We have an exceptional roadmap that will bring integrated multichannel capabilities to our clients, allow them to manage the end-to-end customer experience and enhance brand advocacy as we evolve into a customer data platform.”

In addition, Gina Carfagno will join the team as SVP of sales. As former SVP of cross-channel sales at Epsilon, she will provide expertise in integrated customer experience solutions that drive results through a combination of data, analytics, technology and agency solutions. Carfagno will aid in the development of business relationships across the insurance, financial services, consumer packaged goods, media and publishing, retail, technology, telecommunications, and travel and hospitality industries.

Michael Iaccarino
Michael Iaccarino

Read More: Decibel Expands Senior Leadership to Grow Sales and Strategic Alliances

“As a company committed to delivering quality customer experiences, we understand the importance of adapting to the rapidly changing marketing industry,” said Michael Iaccarino, CEO and chairman, Infogroup, parent company of Yes Lifecycle Marketing. “With the leadership and expertise of Jim Sturm and Gina Carfagno’s industry experience, we will continue to lead the way when it comes to multichannel technology capabilities and unmatched quality of services.”

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Pipedrive Raises $50 Million in Series C Financing In Mission to Make Salespeople Unstoppable

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Pipedrive Unveils LeadBooster 2.0: A Powerful Lead Generation and Management Toolset with Access to 400 Million Leads
  • New investment fuels growth as sales CRM of choice for rapidly scaling enterprises
  • Funding capitalizes on strong ARR, passionate customer base and global reach
  • Round led by Insight Venture Partners and Bessemer Venture Partners

Pipedrive Inc., the leading sales pipeline software and CRM of choice for ambitious businesses, today closed a $50 million Series C round led by new investor Insight Venture Partners and existing investor Bessemer Venture Partners, with additional participation from existing investors Rembrandt Venture Partners and Atomico.

Strongly positioned to capitalize on a surging global CRM market worth over $40 Billion (Gartner), Pipedrive plans to further expand its R&D, accelerate customer growth across its global footprint, and explore strategic acquisitions. This round brings Pipedrive’s total venture capital funding to date to $80 million.

Read More: Decibel Expands Senior Leadership to Grow Sales and Strategic Alliances

Timo Rein
Timo Rein

Headquartered in New York and Tallinn, Pipedrive is a truly global offering with 75,000 customers in 170 countries. With newly opened offices in London and Lisbon, Pipedrive has seen consecutive triple digit year-over-year revenue growth since it was founded in 2010.  A focus on end user experience over 8 years has yielded a passionate and loyal customer base.

“This significant capital infusion, including a new partnership with Insight and further investment from Bessemer, is a major milestone in the Pipedrive story,” said Timo Rein, Co-Founder and CEO of Pipedrive. “By leveraging our investors’ expertise and spirit for building disruptive, global tech companies, our capacity to invest in new functionalities, conquer new markets, and help thousands more teams sell with certainty and efficiency has never been stronger.”

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“Sales teams are more important to companies than ever in a hyper-competitive environment, highlighting the need for Pipedrive’s innovative and streamlined CRM software,” said Teddie Wardi, Principal of Insight Venture Partners. “We are thrilled to welcome the Pipedrive team into our portfolio, and help lead their growth and expansion in this next phase of their global journey.”

“An unflinching focus on customer success and optimizing usability means Pipedrive is loved by sales teams worldwide,” added Alex Ferrara, Partner at Bessemer Venture Partners. “We recognize Pipedrive is in a truly exciting position in the market, with vast potential to scale further, and add to its product lines and proposition.”

Read More: Influential Closes $12 Million Series B Funding Round With Participation From WME

Decibel Expands Senior Leadership to Grow Sales and Strategic Alliances

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Decibel Expands Senior Leadership to Grow Sales and Strategic Alliances
Decibel Expands Senior Leadership to Grow Sales and Strategic Alliances

New Vice Presidents in Sales and Partnerships Will Support Market Demand for the Cool Vendor’s Digital Experience Intelligence Platform and its Unique Digital Experience Score

Decibel, the leader in digital experience intelligence innovation for enterprise businesses, announced it has expanded its senior team with two strategic hires. Jim Misuraca and Mike Tumalty have joined the company as Vice President of Strategic Alliances and Vice President of Global Inside Sales, respectively.

The team growth is the latest in a momentous year for the company, which has included Decibel being named a Cool Vendor in Personalization by Gartner and the launch of its Digital Experience Intelligence platform, a first-of-its-kind solution to automatically score the quality of digital customer experience to help marketers further maximize opportunities to improve experiences across every digital touchpoint.

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The new hires will play important roles in ensuring both prospects and partners leverage the full value of the Digital Experience Intelligence platform.

Jim Misuraca Brings Solid Experience in Managing ISV Programs

Jim Misuraca will oversee the execution and expansion of Decibel’s partner program—which currently includes Adobe, Oracle, Tealium and Optimizely, and Monetate among others. His role will include scaling partner management and enablement of sales, marketing, and technology. He joins the company from Oracle Marketing Cloud where he launched the ISV partner program from the ground up.

During his tenure, Jim Misuraca and his team grew the partner ecosystem to several hundred partners and tens of millions of co-sell revenue annually. Earlier in his career, Misuraca held similar roles with WebVisible, Closely, BlueCava and Datalogix (acquired by Oracle).

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Mike Tumalty Grew the Inside Sales Team in Europe, the US, and Australia

Mike Tumalty will be responsible for building a rich sales pipeline to support Decibel’s continued, aggressive growth targets. In addition, he will also oversee commercial enablement and emerging sales. Mike Tumalty joins Decibel from Panaya, where he grew the inside sales team in Europe, US, and Australia. With more than 20 years of sales management experience, Tumalty has also held positions at ServiceNow managing over 110 people, Serena Software and EMC.

At the time of this announcement, Ben Harris, CEO, Decibel, said, “Building a world-class company requires a world-class team, and both Jim and Mike represent the best in their respective areas of expertise.”

Ben added, “The Digital Experience Intelligence platform has been extremely well received in the market and Jim and Mike’s expertise will help ensure our prospects and partners can take full advantage of its unprecedented ability to understand and improve customer experiences online.”

Decibel Captures Qualitative Customer Insight at a Quantitative Scale

First introduced in March, the Digital Experience Intelligence platform solves a pressing challenge for brands as more customers engage via online channels: experience is subjective, personal and qualitative in nature, which makes it difficult to quantify, especially online, where visibility into how customers behave is obscured by a transaction that takes place remotely on a personal device. It is the first platform or tool that captures qualitative customer insight at a quantitative scale.

This is possible thanks to Decibel’s Digital Experience Score (DXS®), an innovative scoring system that uses a new dataset to calculate a comprehensive metric which accurately and objectively measures customer experience on websites and apps. The DXS looks at key aspects of visitor interactions, including engagement, navigation, forms, technical performance and frustration, and rolls them into a singular score that businesses can use to understand and benchmark digital experience.

Currently, Decibel’s Digital Experience Intelligence platform captures unique experience data, enriched by machine learning, to reveal digital body language, understand user state of mind and pinpoint problem areas on your website, web applications and native apps.

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Why the Future of the Contact Center Lies with the Home Agent

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Why the Future of the Contact Center Lies with the Home Agent

ZailabThe Cloud has ushered in a new era for contact centers – and it’s making it possible to bring jobs back home. This is a message that’s slowly starting to resonate across the world. According to the National Association of Call Centers, 53% of US contact centers already employ home agents as part of their workforce.

There are several good reasons for this.

It makes financial sense

Maintaining a brick-and-mortar contact center is expensive. Recruiting and training staff are expensive. So are sick days, annual leave, incentive schemes and motivation programmes. Many see the solution as offshoring, where call centers are outsourced to countries where agent salaries are considerably lower – but offshoring has its hidden costs. The loss of revenue attributed to customers receiving less than stellar service from BPOs can be considerable. Now, utilizing the services of skilled agents if and when companies need them is a model that’s become increasingly popular.

Happier agents are more productive agents

Putting aside the often significant savings of time and money realized in avoiding a commute, being able to work from the comfort of their own homes (even closer to their families) is a recipe for greater agent satisfaction. Home agents are less stressed, feel more empowered, and have more hours in the day for themselves.

The model also makes for a harder-working agent. There are often fewer distractions at home – and the incentive to deliver excellent customer service is greatly amplified as it’s the agents who excel that will be called upon time and time again.

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Technology has made it easier than ever

Cloud technology and digital migration have made it possible for more and more contact centers to utilize home agents. SaaS company CEO Nour Addine Ayyoub is a strong campaigner for the home agent marketplace and using to AI create jobs, not end them. Ayyoub’s company ZaiLab, for example, specializes in cloud-based contact center software that is 100% geared towards supporting this home-agent model. ZaiLab’s software allows a contact center to become truly cloud-based, so agents can be based anywhere, They can even use the software to start their own business from home.

‘Cloud-based technology has changed the way contact centers do business. With ZaiLab’s software, anyone can set up a contact center anytime, anywhere – all that’s needed is an Internet connection,’ says Ayyoub.

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A blueprint to change lives

There are ethical reasons for companies to hire home agents. Not only can agents save considerably on commuting, suddenly individuals who had no previous access to decent work can enter the marketplace – stay-at-home mothers, the disabled, war veterans and retirees. But Ayyoub believes the impact is even more far-reaching. He sees the potential to transform entire communities.

In 2017 ZaiLab set out to establish the first community-based contact center in the Western Cape province of South Africa to train and employ agents residing in the area. Ayyoub decided to center his efforts in Delft, a poor community located far from the Cape Town CBD where most had to travel daily for work. Opened in March 2018, the contact center features the most sophisticated software and hardware available and allows resident agents to work closer to home. In addition, entrepreneurs are geared to start their careers with a proven system of operation and prior training. Ayyoub believes this blueprint can be replicated anywhere in the world.

‘I set out to prove the social implications of a community contact center in South Africa by using our software to create mass employment for those who needed it most. The Delft contact center has the potential to create 1000 jobs in the area. This fact alone makes it a more holistic and ethical choice to offshoring. Thanks to technology, the community is able to create their own BPOs. Thanks to the cloud, they can offer their services to any company in the world,’ explains Ayyoub. 

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Iconic British Retailer Fenwick Turns to Salesforce to Launch Digital Shopping Experience

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Iconic British Retailer Fenwick Turns to Salesforce to Launch Digital Shopping Experience
Iconic British Retailer Fenwick Turns to Salesforce to Launch Digital Shopping Experience

Together with Salesforce Marketing Cloud and Service Cloud, Fenwick Will Deliver Personalized, Connected and Fast Digital Shopping Experiences

Salesforce, the global leader in CRM, announced that British department store Fenwick has selected Salesforce Commerce Cloud, Marketing Cloud and Service Cloud to deliver new digital shopping experiences.

With nine stores in the UK and 135 years trading, Fenwick faced the challenge of rising customer expectations in a world that is fast becoming digitized. Fenwick needs to be able to support all points of commerce and service across multiple channels. The new ecommerce platform and personalized experience powered by Salesforce will help the British retailer meet the expectations of today’s connected and digitally savvy customers.

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“Fenwick has always offered customers an experience that is unique and tailored to the local market,” said Kate Smyth, Digital Director at Fenwick. “With Salesforce, we have the tools to continue that experience through digital.”

Commerce Cloud will support Fenwick customers in their purchasing journeys, across multiple devices, with agility and consistency. With an understanding of how each customer is interacting and shopping online, Fenwick will be able to deliver unique content, offers and recommendations. With Marketing Cloud, Fenwick will create and send personalized and relevant communications for each customer, using intelligent customer journeys.

“As our shoppers become more sophisticated and new channels emerge, their expectations rise,” said Sam O’Neill, Head of Ecommerce at Fenwick. “Our shoppers want the opportunity to browse and shop online, and they want that experience to be as consistent and personal as when they walk into one of our iconic stores. Salesforce is enabling Fenwick to excel in this new and exciting chapter.”

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The competitive nature of the British retail scene also provides an opportunity for brands to delight customers with innovative and frictionless customer service solutions. With Service Cloud, Fenwick shoppers will have access to improved personalized and connected customer service experiences across multiple channels including phone, email, social and webchat.

“Having that single view of the customer in one unified desktop view will help our customer service team resolve issues faster and with greater accuracy,” said Ben Parsonson, Head of Customer Service at Fenwick. “It is the foundation of creating a memorable and effective customer first-experience.”

“We’re excited to be supporting this iconic brand to bring the ‘world of Fenwick’ further into the world of digital,” said Chris Wood, Regional Vice President, Retail, UK, Salesforce. “Fenwick’s strategy puts the customer at the core of their innovation and that’s something we firmly believe in at Salesforce. This initiative is a great example of how a brand with Fenwick’s history can accelerate to bring their luxury experience to any device and channel while keeping that personal touch.”

Fenwick’s implementation of both Service Cloud and Marketing Cloud is supported by Salesforce partner, eMark and the implementation of Commerce Cloud by Salesforce partner Astound Commerce.

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Talkwalker Launches Live Soccer World Cup Social Media Dashboard

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Talkwalker Launches Live Soccer World Cup Social Media Dashboard
Talkwalker Launches Live Soccer World Cup Social Media Dashboard

Best New Resource for Journalists to Find Trending Social Media Stats Around the World Cup

With the soccer World Cup kicking off today in Russia, social listening and analytics company Talkwalker has launched a live dashboard and blog that allows journalists to track the highlights of the social media conversation around the tournament. The dashboard is available for journalists to follow all the latest trends taking place on social media.

“The United States team may not have made the World Cup this year, but the popularity of the sport with US audiences has soared in recent years. Talkwalker is monitoring and providing analysis on global social media conversations around teams, players, and event sponsors,” said Todd Grossman, Talkwalker CEO Americas. “This dashboard will be updated multiple times each week to incorporate newly trending themes, focus on a game of the week, and more.”

Also Read: Brands Can Now Track Twitter Buzz with Talkwalker Alerts

Talkwalker is a powerful social listening and analytics tool that helps brands optimize the impact of their communication efforts. It delivers high-value insights in a user-friendly dashboard recommended by agencies and brands worldwide. Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages.

Earlier this year, Talkwalker reported on big sporting events like the Winter Olympics, Super Bowl and Kentucky Derby, tracking social media buzz on everything from the top Olympics moments to trending Super Bowl ads; from social media’s favorite for the Kentucky Derby in advance of the race to the top Super Bowl snack foods.

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“What we see with events like these is that the global conversation happens largely on social media. For brands and journalists, that means our World Cup dashboard is the ideal resource if you’re looking to incorporate trending topics and social media statistics into articles and campaigns,” explained Grossman.

In addition to the World Cup dashboard, contact us to have the Talkwalker team provide you with any custom information to assist in your coverage of the world’s top sporting event.

Recommended Read: Why Influencers, Not Footballers Will Score for Brands During the 2018 FIFA World Cup

Influential Closes $12 Million Series B Funding Round With Participation From WME

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Influential Closes $12 M Series B Funding Round With Participation From WME

The Funding Comes On The Heels Of Influential’s New Partnership With WME

Influential, the leading AI influencer technology, Social Intelligence™ firm and IBM Watson Developer Partner, announced that it has secured a $12 million Series B financing round, bringing total capital raised to $26.5 million, since the company’s inception in 2013.  The round was led by existing investors, with participation from new investor, WME.


Influential will use the funding to take the company’s AI SaaS platform to market. The round solidifies Influential’s position as a category leader in the social intelligence and influencer marketing industries, as well as an innovative platform that brands, agencies, and influencers can leverage to produce the most successful campaigns on social.

“This is a watershed moment for Influential. We are thrilled to start our new relationship with WME, and we are proud of the continued support from our amazing existing investors. This Series B investment is exciting because it allows us to continue developing technologies that are trusted by the biggest brands in the world, to help make better decisions to identify, engage, and convert their audiences into consumers,” said Ryan Detert, Founder and CEO of Influential.

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Ryan Detert influential.Co
Ryan Detert

The funding comes on the heels of Influential’s new partnership with WME. In addition to adding the company to Influential’s roster of investors, WME has entered a strategic marketing partnership with Influential, expanding Influential’s presence in the entertainment vertical, while providing new digital services to WME clients.

It’s been a whirlwind of a year for Influential, as the company has made several strategic partnerships to bolster its platform and product offering. In May of this year, Influential announced a partnership with Moat, a SaaS analytics measurement provider for marketers and publishers, which is part of the Oracle Data Cloud, to deliver viewability and attention metrics on Influential’s platform.

Also Read: The Role of AI in FIFA World Cup 2018

The collaboration incorporates Moat’s viewability and attention metrics with Influential’s social media influencer marketplace to provide marketers and advertisers deeper insights to better assess their influencer campaign performance. Another major milestone was the launch of the OMD I-Score™, in partnership with OMD, a globally integrated advertising agency. The I-Score is an A.I. and machine learning-powered, variable scoring system that aims to become the new standard of matching brands and talent in the social media influencer age, using a number of factors to determine authenticity.

Existing investors Capital Zed, ECA Ventures, Paradigm Talent Agency, ROAR and Tech Coast Angels are pleased to welcome WME on board as a strategic shareholder. Influential is actively discussing participation from additional strategic investors.

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Parse.ly Launches Currents, a New Way to Gauge the Attention of the Internet

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Parse.ly Launches Currents, a New Way to Gauge the Attention of the Internet
Parse.ly Launches Currents, a New Way to Gauge the Attention of the Internet

Users of Currents Will Be Able to Uncover Attention Trends and Traffic Sources

Parse.ly, the first internet attention platform, introduced Currents — a new way for anyone to explore the moments that matter to people. Existing trend and topic tracking falls short of measuring true attention, relying on proxies like social shares or online searches. Parse.ly built Currents on top of its network of the biggest media and content-driven sites with audiences viewing 850,000 articles each day. Users of Currents will be able to uncover attention trends and traffic sources. Marketers, finance professionals, publishers, content strategists, and many others can now tap into a unique attention data pool.

“Imagine how you would do your job differently if you had a live view of what your target market cares about every day,” said Sachin Kamdar, Parse.ly’s CEO. “In developing Currents, we made it possible to understand the aggregate attention of one billion users viewing the biggest media sites. These sites produce the best content and stories in the world, and we wanted to find another way to show their value.”

For the last seven years, Parse.ly has helped its customers track the attention of the audience that comes to their sites, uses their apps, and shares their content on social platforms. Combining this data analytics expertise with modern machine learning and natural language processing technology, Currents can tell you when, where, and how people are consuming content on the internet.

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Comparing topics and discovering trends

The service automatically groups similar articles across the Parse.ly network into millions of topics such as “Prince Harry,” “Bitcoin,” “NBA Finals,” or “Black Panther.” Topics can also be compared. Now, anyone can compare the topics driving reader attention for “Donald Trump,” such as “North Korea” vs “Robert Mueller.” Or, for those more interested in business topics, they can compare the attention paid to “Tesla” and “Elon Musk” to “Ford Motor Company.” Users can also follow categories, such as “Business” and “Sports,” which group related topics together and let users quickly discover what the most popular topics in each category are.

Publishers constantly need to know not just what topics are trending, but where the audiences for those topics are most likely to find them. For example, audiences for lifestyle topics are more likely to be on social media, while audiences for personal finance are more likely to come from search engines and financial news aggregators. Data from Currents can also zoom in on individual companies, people, and things: for example, internet users continue to show a high interest in the music streaming company Spotify, while user attention for the file-sharing company Dropbox is waning. Looking at those two companies’ respective stock performances suggests that audience attention influences Wall Street market events, such as their success in initial public offerings and their stock trading volume.

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“Currents takes Parse.ly’s powerful interactive data platform and layers on information otherwise inaccessible to any one company or individual,” says Anna Gilbert, who was formerly the Director of Research at Slate, and is now the owner of Marion Street Strategies, a data and analytics consulting firm and early user of Currents.

“Attention is the currency of the web, yet there are only two companies that know what cause billions of people to pay attention. Parse.ly is now giving that insight to everyone. We bring transparency to real-time internet attention,” says Kamdar. “Rather than a world where personal data is monetized via advertising, we imagine a world where the collective real-time attention of more than a billion real internet users is used to anyone’s collective advantage.”

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Synterra Chooses Nevion Solution for FIFA World Cup Broadcasts in Russia

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Synterra Chooses Nevion Solution for FIFA World Cup Broadcasts in Russia

Nevion, the award-winning provider of virtualized media production solutions, has announced that Synterra Media, the Russian provider of telecom services for TV production, broadcasting, and entertainment media businesses, has selected a Nevion solution as part of its live broadcast and contribution set-up for the FIFA World Cup tournament.

Nevion’s equipment and software is being used to deliver all broadcast signals from the 2018 World Cup International Broadcast Center (IBC) to the Russian rights holders, as well as a number of media and broadcast organizations from other countries.

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Specifically, Synterra has deployed Nevion’s Virtuoso Software-Defined Media Node platform and TGV450 JPEG 2000 Gateway for its HD JPEG2000 (J2K) contribution. Virtuoso is also being used for its 4K Ultra HD J2K contribution. The transport protection for all signals is ensured through the ST 2022-7 based Seamless IP Protection Switching (SIPS) which allow dual path transport.

The signals are transported over optical networks, with Nevion’s Flashlink providing the CWDM filters and 10G Ethernet repeaters. IP is used to transport the signals over that optical network, with Nevion’s 10G eMerge switches running the OpenFlow protocol being deployed to route signals.

The whole system is managed using Nevion’s VideoIPath orchestration and SDN control software platform. VideoIPath provides not only SDN (software defined networking) orchestration for the network and the video services running on the Nevion equipment, but also handles external streams coming from Synterra’s customers. In addition, VideoIPath is used to handle the data services for the customer’s non-media traffic, on the same network, without disrupting the crucial live contribution feeds.

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The solution was installed with the help of Nevion professional services, who are also providing the support.

Hans Hasselbach, Chief Commercial Officer, Nevion, says: “We’re excited to be playing such an important role in broadcasting the biggest global sporting event of the year. With billions of people set to tune in over the course of the tournament, it’s great to see that Synterra has chosen a range of our products to help beam each game into Russian viewers’ living rooms.”

Grigory Uryev, Deputy General Director, Synterra Media

Grigory Uryev, Deputy General Director, Synterra Media

Grigory Uryev, Deputy General Director, Synterra Media, says: “As the main contractor for delivering all the signals from the IBC in Moscow to the relevant Russian rights holders and other foreign broadcasters, we needed to work with a provider that could deliver reliability and resilience through its products, and Nevion has done exactly that. With the set-up in place, we’re looking forward to what is sure to be an extremely successful FIFA World Cup.”

Grigory Uryev will be speaking at Nevion’s pre-IBC event in Amsterdam on September 13th, 2018.

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Is it Worth Investing on Video Content for Smaller Screens?

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Is it Worth Investing on Video Content for Smaller Screens?
Is it Worth Investing on Video Content for Smaller Screens?

Yes! Brands are Increasing Investments in Online Video Content, Spending Less on Traditional TV Ads

StudioNow’s 2018 Pulse of Video Industry survey has revealed marketing and advertising professionals’ perspectives on key industry trends. A large majority of video production and marketing professionals (78 percent) are seeing brands invest more in online and digital video ads compared to traditional TV spots, according to the 2018 Pulse of Video Industry survey published by StudioNow, the leading content production solution for marketers. It appears that this shift to digital video ads has introduced a number of different challenges, including decreased budgets from brands, a surge in the amount of content that needs to be produced and questions about the best ways to leverage emerging technologies. 

StudioNow Reports a Dynamic Shift in Video Content Production

StudioNow’s 2018 Pulse of Video Industry survey illustrates how the overall video content industry is evolving, represented by the following data —

Marketing professionals are in agreement; budgets for producing video content are shrinking. 

45 percent of survey respondents have seen brands’ budgets for producing marketing and advertising video content decreasing in 2018, but the demand for video content remains on the rise.

Let’s be clear; most professionals believe there needs to be more transparency between agencies and brands.

54 percent of survey respondents believe there needs to be more transparency in the bidding process for creative work. Only 16 percent believe the process is transparent enough.

AR/VR and Live Video: The Biggest Disruptions in the Video Content Industry

While the business of the industry is changing, so too is the way that the work is done. With the influx of new content channels and tech trends, marketing and advertising professionals are struggling to adjust while learning how to navigate the rapidly evolving landscape. The survey results revealed their opinions on these tactical issues, such as:

Augmented reality has more marketing power than virtual reality. 

40 percent of respondents believe that AR in marketing content is here to stay, while only 35 percent said the same about VR.

Live video is still a maze for marketers.

Only nine percent of survey participants believe that marketers have figured out how to best leverage live video content on social media.

Instagram and Snapchat stories are a challenge for many professionals. 

Nearly half (49 percent) of marketers believe that stories on Snapchat and Instagram present a challenge when featuring marketing content on social media.

No matter how good the technology is, video professionals aren’t replacing their high-tech equipment with smartphones any time soon.

More than 70 percent of survey respondents believe that smartphones do not pose a risk to traditional video production processes.

The majority of marketers believe that videos between 10 and 60 seconds receive the most audience engagement. 

While less than 20 percent of respondents believe that videos less than 10 seconds and longer than one minute receive the most engagement, the rest are split between videos 10-30 seconds long (45 percent), and between 30 seconds to a minute (37 percent).

At the time of this announcement, David Mason, StudioNow Chairman, Co-Founder, and CEO, said, “Through our survey, we aimed to gather insights on key trends and topics within the content production ecosystem, which is made up of brands, agencies and production companies. What we found is that the content arms race continues to escalate and is being fueled by the proliferation of digital platforms and screens coupled with more sophisticated targeting techniques and technologies.”

David added, “This new digital landscape has exposed the limitations of the older, traditional production model that was built for TV commercials and broadcast TV. At StudioNow, we’re leveraging technology to provide more transparency, efficiency, scale, and flexibility in the content production process, which delivers better economics and outcomes for all involved parties.”

Survey Methodology

StudioNow’s 2018 Pulse of Video Industry Survey was conducted February – March 2018 and was distributed to the company’s network of more than 10,000 video production and marketing professionals. The survey asked participants 12 questions, and the results generated reflect the responses of more than 250 survey participants.

Currently, StudioNow is a leading content production platform for marketers that work directly with top-tier brands including Coca-Cola, McDonald’s, P&G, Walgreens and Humana. It helps video content marketers to deliver high-quality video at scale through a curated global network of producers combined with a cloud-based bidding and project management software platform.

[24]7.ai Partners with Blue Prism to Deliver New AI-Enabled Automation Capabilities For Virtual Agents

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[24]7.ai Partners with Blue Prism to Deliver New AI-Enabled Automation Capabilities For Virtual Agents
[24]7.ai Partners with Blue Prism to Deliver New AI-Enabled Automation Capabilities For Virtual Agents

Collaboration Offers Access to AI-powered Virtual Solutions that Improve Chatbot Efficiency and the Customer Experience

[24]7.ai, a leader for intent-driven customer engagement solutions, announced that it is partnering with Blue Prism on a new joint offering that allows [24]7 AIVA customers to use Blue Prism’s Digital Workforce to efficiently automate hard-to-access back and front office systems. By combining [24]7.ai AI-powered virtual agents/chatbots with Blue Prism’s Digital Workforce, [24]7.ai users can automate processes faster, reduce response times and deliver a more satisfying customer experience.

“For enterprise-class chatbots and virtual agents to provide interactions that are truly meaningful, they need access to enterprise IT systems, including CRM data,” said Scott Horn, Chief Marketing Officer of [24]7.ai. “With this partnership, we’re dramatically reducing the time and cost to deploy the worlds most widely deployed conversational chatbot technology with the market leader in robotic process automation (RPA) software.”

Large enterprises possess a wealth of data on their clients, which holds enormous potential to be used to provide consumers with a better customer experience, however, that data is often difficult to access because it often resides in disparate, legacy systems. Through this partnership, it is now possible for enterprises to access this data and analyze it using artificial intelligence, making it now possible to anticipate consumers’ wants and needs.

Also Read: [24]7.ai Removes Time, Cost and Risk Barriers to Chatbot Deployment

The new joint offering enables [24]7 AIVA users to process a greater range of transactional capabilities, which results in faster resolution of complaints and inquiries, quick escalation to live agents when needed, better customer engagements and a boost to agent productivity.

“Conversational Natural Language engagement is driving customer experiences towards high efficiency and improved transactions. Combining this with our Digital Workforce Platform gives us the opportunity to serve and empower our users, with improved customer experiences by helping them resolve their customer issues faster and with a higher degree of accuracy,” said Shail Khiyara, Chief Marketing and Experience Officer at Blue Prism. “As a leader in this space, Blue Prism has created a powerful, best of breed, and the industry’s most sought-after partner ecosystem and we are delighted to be partnering with [24]7.ai. They share and support our AI vision of giving customers a choice.”

Khiyara added, “Our customers demand a Digital Workforce that will efficiently automate work processes and easily integrate with their other best-in-breed AI-enabled multi-channel solutions. This partnership with [24]7.ai enables our Digital Workforce to resolve more issues, faster and with fewer errors, thus improving the overall customer experience.”

Also Read: Blue Prism to Collaborate with Microsoft to Strategically Provide Access to AI Technology

With more than 150 patents and patent applications, [24]7.ai provides companies with the unparalleled ability to know and act on consumer intent in milliseconds. By applying the power of big data and machine learning, the company has developed predictive models that have been tuned by more than one billion annual interactions. [24]7.ai now serves more than 250 customers across multiple industries including banking, education, financial services, government, healthcare, insurance, retail, services, technology, telecommunications and cable, travel and hospitality, and utilities.

“Advances in AI and its applications in chat and conversational interfaces are making it possible for enterprises to greatly increase digital straight through processing. These are highly complementary technologies to RPA and when combined, the levels of automation can be boosted significantly,” said Sarah Burnett, Research Vice President at Everest Group. “This partnership shows the actual convergence of RPA capabilities with new emerging AI and cognitive services that are taking place now. The use cases and market opportunities are enormous, and every customer service interaction has the potential of being touched. This is the next step in the ongoing automation revolution.”

Blue Prism complements the workplace with an elastic, multi-faceted and multi-talented digital workforce, helping organizations automate and scale business processes via AI, machine learning, intelligent automation and sentiment analysis. This digital workforce eliminates vendor lock-in by providing access to the best of breed AI technologies and Intelligent Automation skills through the Blue Prism Technology Alliance Program (TAP) that transform how organizations can leverage technology to deliver true operational agility.

Recommended Read: Virtual Assistant Technology – Empowering the Human Workforce of Tomorrow

Dynamic Yield Hires David Sasson as Chief Operating Officer 

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Dynamic Yield Hires David Sasson as Chief Operating Officer 

David Sasson, an Industry Veteran Joins the Company to Support the Rapid Global Expansion  

Dynamic Yield, the AI-powered omnichannel personalization engine, announced the hiring of David Sasson as Chief Operating Officer. In this role, he will manage all aspects of the revenue cycle, overseeing global sales, customer success, partnerships and product development.

David Sasson would Help Dynamic Yield Continue to Rapidly Innovate

David Sasson is an established leader with experience leading startups and billion-dollar enterprises. He joins Dynamic Yield from Outbrain where he led the company in building a team of 700 employees globally. Prior to Outbrain, David Sasson was COO of Quigo which was acquired by AOL in 2007, and the co-founder of Advocacy Inc, a boutique agency specializing in digital media solutions for advocacy and political groups.

“Hiring a chief operating officer is a watershed moment in the life of a startup and we’re thrilled to have David to help continue our tremendous growth,” said Liad Agmon, CEO of Dynamic Yield.

Liad added, “Adding someone of David’s caliber will help us continue to rapidly innovate and keep up with the ever-changing demands of our customers worldwide.”

“Brands that succeed in deploying personalization at scale are shaping the future of the internet creating billions of dollars of value,” said David Sasson, COO of Dynamic Yield.

David continued, “I joined Dynamic Yield because the platform was built and continues to advance as the personalization engine that empowers truly customer-centric experiences.”

Dynamic Yield Continues to Grow at Significant Rate

David Sasson’s hiring comes at a time of record growth and expansion for Dynamic Yield as the company also announced —

100% YoY growth in 2017

Dynamic Yield more than doubled revenue and customer base welcoming marquis brands. The high growth rates follow Dynamic Yield’s continued growth of more than 100% every year since inception. 

Increased product velocity and innovation

This announcement comes on the back of a prodigious year in product development for Dynamic Yield with the introduction of many new capabilities including —

  1. Complete email personalization rendered at open-time
  2. A fully integrated trigger engine to push personalized messages on email and mobile phones
  3. The industry’s first Predictive Targeting solution that automatically uncovers personalization opportunities by matching the right variation to each customer segment
  4. The industry’s largest library of fully-coded personalization templates for the quick customization of recommendations and experiences.

Currently, Dynamic Yield’s personalization technology stack helps marketers increase revenue by automatically personalizing each customer interaction across the web, mobile web, mobile apps and email. The company’s advanced customer segmentation engine uses machine learning to build actionable customer segments in real time.

Reason to be at Cannes Lions 2018: Creative Debates, Hot-Button Topics and Smart Points of View

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Reason to be at Cannes Lions 2018

Shachar-Orren

The international ‘Festival of Creativity’ and ‘Thermopylae’ for global advertisers, Cannes Lions, is just a few days away. In keeping with our coverage of the Cannes Lions for the second year in a row, we interviewed Shachar Orren, Chief Storytelling Officer at Disney-backed storytelling platform, Playbuzz. The Playybuzz team is heading to the sixty-fifth edition of Cannes Lions.

How long have you been following/visiting the Cannes Lions?

I’ve been following Cannes since I joined Playbuzz 4 years ago, and this will be my first year in attendance as the event has become increasingly relevant to us as Playbuzz has a built-out suite of advertiser offerings.

Over the past year or so, our company has placed a large focus on enabling brands to tell their stories in ways that consumers actually want to engage with. We have thus taken the interactivity of our storytelling tools – which are relied on by publishers to author editorial – and applied them to branded content campaigns which we distribute to our network of global publishers who already use us editorially.

With brands and agencies in abundance at Cannes, it makes for the perfect environment to showcase these CPE (cost per engagement) solutions to both audiences as they garner an average brand lift of 91%, as recently reported by Nielsen.

What draws Marketing and Advertising teams to the Cannes Lions?

A change of pace always makes for a nice environment to network in; the rosé, awards, music, and events won’t hurt either, I’m sure.

Couple that with Cannes-goers likely to address hot-button topics that the industry is eager to get more smart points of view on, and you have the recipe for a successful few days. I’m sure the week will be chock-full of discussions that range from GDPR to transparency to fake news and fake advertising, with an emphasis on how to really tackle all of the above.

I’m personally excited for a new format Cannes is introducing this year called the Creative Debates. These will aim to define the future of Branded Communications and the major industry players that will be involved. I’m also keen to see how platforms will be addressed as they sometimes earn less attention.

What areas in your domain are you looking to explore at the Cannes Lions?

Though I’m lucky enough to speak to brands and agencies in Manhattan, where I’m based, I’m excited to gain additional perspectives from similar parties who reside outside of the US on what solutions have worked for them, what they are looking for, and what their priorities are. Are they keen on engagement-based campaigns? Are they redefining what their metrics of success look like to veer away from focusing on clicks and views? Those are topics I’d love to explore.

I’m also assuming there will be an emphasis on viewability and brand safety at the conference, including how to address both budget-wise.

At Playbuzz, we have worked hard to make sure our solutions address those hurdles and are proud to report that our branded content campaigns earn an average of 97%+ in-item viewability, confirmed by MOAT, and attract 99% human, non-fraudulent traffic as confirmed by White Ops.

Who are you keenly following at the event and what topics you feel you would love to hear more about?

I’m interested in those speaking on two main topics at Cannes:

  • Engagement, and how to best package/present content so consumers better engage. One speaker I won’t miss who is addressing how video content and creativity should evolve to do just that is Susan Wojcicki, CEO of YouTube.
  • Using content to do good. There’s an entire track dedicated to this at Cannes Lions this year, and I’m looking forward to hearing perspectives on how content can successfully impact decision-making, and thus positively impact society’s well being. 

Read More: TechBytes with Neal Sinno

How do you plan to utilize the event to promote your brand and benefit your customers and partners?

At Cannes, we will be introducing a new ad offering to brands that expand upon our existing, interactive branded long-form story which the likes of Netflix and Unilever have invested in. This new offering, Branded Elements, is a unique ad unit that boasts the interactivity of our storytelling tools while natively blending into editorial, so users have a positive reading experience with ads, while being compelled to engage.

Moving ad units that are contextual to the content they appear in, and built to engage with, create an experience that to put it simply, doesn’t suck. Even science says so.

LinkedIn Joins the Bandwagon; Offers Carousel Ads For Sponsored Content

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Linkedin Joins the Bandwagon; Offers Carousel Ads For Sponsored Content
Linkedin Joins the Bandwagon; Offers Carousel Ads For Sponsored Content

After Facebook, Twitter and Instagram, LinkedIn Lets Brands to Customize Ad Content Through Carousel Ads

It’s a little late to the party, but LindkedIn has managed to improve its ad offerings with the addition of carousel ads for Sponsored Content. This adds to LinkedIn’s ad suite, which includes sponsored video ads and lead gen ads offering.

Using as many as 10 cards (only images, no video offerings yet), brands can tell their story and interact with their target audience. Carousel ads allow brands to add texture to their stories by featuring multiple visuals that audience can horizontally swipe through on the LinkedIn feed.

In his blog post announcing the Carousel Ads, Rohan Rajiv, Product Manager at LinkedIn informs, “Native carousel ads are the next step in the continued evolution of LinkedIn Sponsored Content to help you humanize your B2B marketing efforts and foster a deeper connection with your audience.”

Also Read: LinkedIn Launches Beta Program with Video for Sponsored Content

With LinkedIn Carousel Ads, brands can:

  1. Tell a complete brand story:
    In a single carousel ad, you can feature a swipeable series of up to 10 cards, and you can customize each card. With this additional space, you have the flexibility to share more of your content and create higher-quality interactions with your audience. With carousel ads, you can tell a deeper story, showcase multiple offerings at once, feature a single offering in depth, and share industry insights.
  2. Command the attention of a professional audience:
    Because carousel ads are interactive and have eye-catching visuals, they stand out in the newsfeed. Your stories become tangible and encourage your audience to engage with your brand on both desktop and mobile. Behind every decision-maker is a real person – and carousel ads let you show off your brand’s personality, which draws your audience in and helps them connect with you.
  3. Drive results for all your business goals:
    Carousel ads make every stage of the buyer’s journey count by adapting to your marketing objectives and allowing you to raise brand awareness and consideration, send traffic to multiple landing pages, or seamlessly generate quality leads with Lead Gen Forms.

Also Read: Sponsored Data Can Evolve to Take Mobile Marketing Beyond Facebook & Google, Says Strategy Analytics

Linkedin Joins the Bandwagon; Offers Carousel Ads For Sponsored Content

Rohan adds that since the beta launch, over 300 advertisers, like Hewlett-Packard Enterprise, RBC, and Volvo Canada, have used carousel ads “to create fun and informative campaigns to tell stories about their company, products and services, industry, and more.” The blog post also claims that 75% of beta advertisers said they will use carousel ads in their next Sponsored Content campaign, largely due to seeing increased engagement and click-through rates.

“LinkedIn is an ideal platform to reach our target audience, and the carousel ad unit allows us to showcase multiple chapters of our story and offer a richer user experience,” says Pamela Marchant, VP Brand & Creative, RBC Global Asset Management.

Also Read: Oracle’s Moat Is Now a LinkedIn Partner for Video Viewability and Analytics

Conor Henry, Digital Marketing Executive, TitanHQ adds, “We decided to test LinkedIn carousel ads to drive conversions on our site; what resulted was a high CTR and the opportunity to visually showcase more of our content…we will definitely be implementing Carousel Ads to a broader audience in the near future.”

Rohan continues, “Marketers understand that success depends on the ability to prove ROI. In addition to the standard metrics, like click-through rates and number of leads, you can measure for an ad unit; you can also see clicks and impressions by individual card. We currently offer downloadable reports, and we’ll be adding reporting directly in the Campaign Manager tool in the coming months.”

Carousel for Sponsored Content is now available to all businesses.

Recommended Read: The Rise of Video: LinkedIn B2B Video Now Available for Native Ad Campaigns

Elite SEM Acquires Email Aptitude, Completes Full Digital Offering With CRM, Email Marketing, & Creative Services

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Elite SEM Acquires Email Aptitude, Completes Full Digital Offering With CRM, Email Marketing, & Creative Services
Elite SEM Acquires Email Aptitude, Completes Full Digital Offering With CRM, Email Marketing, & Creative Services

Expert-Only Approach to Integrated Digital Marketing Delivers Performance and Sales for Top Brands

Award-winning digital marketing agency Elite SEM Inc. announced that it has acquired Email Aptitude, an eight-year-old independent CRM & Email Marketing agency. This marks Elite SEM’s second acquisition since partnering with Mountaingate Capital in 2017, with continued growth expected throughout the year. Elite SEM now offers Paid Search, SEO, Shopping & Feed, Paid Social (expanded via the OrionCKB acquisition), Display Advertising, Amazon & Marketplaces, Affiliate Marketing, Conversion Rate Optimization (CRO), and now CRM, Email Marketing, and Creative Services – collectively supported by Integrated Media Strategy and Analytics/Marketing Science teams. From discovery through acquisition, and now with a stronger emphasis on retention and reactivation, Elite’s services span all stages of an integrated marketing strategy and through the entire customer journey, allowing clients to effectively and strategically evaluate digital marketing spend and increase cross-channel performance.

Email Aptitude is an ESP-agnostic agency focused on full-service email program management, advanced email strategy, CRM, and creative services. A team of more than 85 email marketing experts, known for shattering performance records for clients through game-changing strategy and full-service program management, will merge under the Elite SEM umbrella. Email Aptitude brings an award-winning creative team that will enable Elite to offer comprehensive creative services for all digital channels.

Also Read: Elite SEM Appoints Gayle Meyers to Board of Directors, Adding Tech-Centric CEO/CMO Perspective to Thriving Agency

Prior to and since the acquisition, shared clients like Eddie Bauer, Bombas, and Francesca’s, where both agency teams collaborate on data, have seen a lift in performance across managed channels and services. Both Email Aptitude and Elite have experienced extremely fast growth, and with this acquisition, the new combined agency has more than 330 digital marketers and expects to close 2018 north of $60M, a 30% increase from last year.

“The potential with Email Aptitude was obvious. As audiences become more interconnected across various media channels, it’s vital that these channels speak to one another, sharing data and findings. This acquisition completes our expert-only approach to providing full digital marketing services,” said Zach Morrison, President of Elite SEM. “In addition to leveraging Email Aptitude’s CRM & Email Marketing expertise to offer enterprise strategy and management to our clients, we will be able to enhance other digital channels such as Paid Social, Search, and Display, and prepare for the future of digital marketing with Voice, Push, Chat, and more.”

Also Read: 59% of B2B Companies Do Not Use Email Marketing: SuperOffice Research

Email Aptitude has grown and managed email programs for some of the fastest-growing startups and global enterprise brands, including Pura Vida Bracelets, Peter Millar, Halston, Diff, Brooks Running, MVMT, and Frederick’s of Hollywood. Email Aptitude was named to the Inc. 5000 as the #1 fastest growing email agency in the country; #22 on the Bay Area Fast 100; and honored as #17 on the AdAge Top 50 Best Places to Work in the US.

In commenting on the acquisition, Forest Bronzan, Founding CEO of Email Aptitude and now EVP of CRM & Email Marketing at Elite stated, “Joining Elite’s best-in-class integrated media offerings and bringing Email Aptitude’s award-winning Creative, CRM, and Email expertise enables us to provide even more value and innovation to our clients. Brands demand channel expertise, and I’m thrilled to be a part of Elite’s experts-only approach to offer clients a powerful and truly unique agency experience.”

Recommended Read: Personalizing Email Marketing Is The Key to Success In 2018

The Tortoise Can’t Keep up with the Hare: A Response to Sir Martin Sorrell’s Call for a New Agency Model

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The Tortoise Can’t Keep up with the Hare: A Response to Sir Martin Sorrell’s Call for a New Agency Model

Sir Martin Sorrell is spot on with his view that we need a new agency model. The “horizontal” approach he pioneered whereby agencies were encouraged to collaborate to offer clients a broader range of services, is being rendered obsolete.

Today’s brands are crying out for more flexibility and dexterity in order to keep their business dynamic and relevant to those that really matter: their customers. These are qualities that cannot be attributed to the horizontal model.

A strategy that is agiler, which focuses on data and content will improve creativity, reactivity and ultimately results that align with the business’ perception of success.

Also Read: How ‘More of the Same’ Threatens the Future of Digital Advertising

An incubator for creativity

The current model dominated by the network giants is slow and rigid with a maze of bureaucratic processes. All clients really want is access to the best people, the best creative ideas, and the best tools. A culture-driven by the process and red tape only hinders innovation, creativity, and experimenting – and dissolves the already difficult path to truly magnetic work.

Clients are increasingly focused on the agency’s talent which they are more than happy to dangle in front of you to win your business. However, the team which knocked your socks off in the pitch – with Sally’s too perfectly matched experience and John’s creative genius – might suddenly evaporate when it’s time to kick off, leaving you with more junior staff (who have a higher turnover). Where are Sally and John now?

Also Read: 5 Reasons Why Social Media Influencers are the Future of Digital Marketing

Keep it simple, stupid

Sir Martin hammered home the need to “simplify” the client-agency relationship – he is right. The integration process of acquiring agencies is complex and slow. This impacts their ability to respond quickly to clients and new trends.

The future agency must be close to the client to be aligned with business’ objectives as far as logistics allow. A distance can be created when new agencies are continually having to re-learn the business. Independent agencies aren’t exempt from this rule, but it is not as common, and in some cases, they can effectively plant staff directly into a business and their talent can be targeted exactly where it is needed.

Also Read: Accenture, Agencies and the Ad-Buying Battlefield

The Eskimo doesn’t need to buy the ice

Unequivocally, the client-agency relationship is currently built upon a culture of mistrust and a desire for complete transparency. This won’t change, and it shouldn’t.

Clients have whipped the wool away and are scrutinizing how their agencies’ services directly impact their business. To survive, agencies must be much more performance-driven with specialist expertise that can be shared within a short timeframe to solve a problem quickly.

This also means the previous model of selecting one agency for all services has been called into question. Why put all your eggs in one basket with an all-encompassing agency which offers a bundle package, including services that you don’t – actually – need, when you can select specialist agencies that can be tailored perfectly for your business?

The future agency should not only work to KPIs that align precisely with the client’s goals but also have targets that are adaptable to change and evolve as fast as the business does.

The new breed of agency is one that is flexible, reactive and nimble.

Also Read: Three Things Marketers Should Know About Cybersecurity

TechBytes with Oliver Tavakoli, Chief Technology Officer, Vectra

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Oliver Tavakoli
TechBytes with Oliver Tavakoli, Chief Technology Officer at Vectra

Oliver Tavakoli
Chief Technology Officer, Vectra

Gartner recently recognized Vectra as the only visionary for its 2018 Magic Quadrant for Intrusion Detection and Prevention Systems. To better understand Intrusion Detection and Prevention Systems and how they fit into a modern organization’s tech stack, we spoke to Oliver Tavakoli, CTO, Vectra.

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

My role at Vectra is to guide strategy, come up with rough concepts based on that strategy and help turn rough concepts into actionable plans. That generally involves talking to security research (to form ideas), to customers (to pressure test the ideas), to data scientists and developers (to judge the feasibility of building tech), and to user experience designers (to ensure the idea can be easily understood by end users).

What is the current state of IDPS technologies?

IDPS technology is at something of a crossroads as legacy/signature IDPS has reached a dead end.

The IPS (without a “D”) use case has been annexed into the Enterprise Network Firewall market as all these firewalls include an IPS engine and already sit inline.

There is nearly universal consensus that the IDS (without a “P”) use case is poorly served by signature technology and that the future is about broader IDS coverage through the use of behavioral models. These behavioral models can clearly benefit from the application of machine learning and AI techniques.

Tell us more about Cognito and the AI-engine driving it?

Cognito has been constructed from the ground up with the single-minded goal of finding advanced cyber-attackers who have already established some foothold inside an organization’s network. To do this, Cognito uses both supervised and unsupervised machine learning approaches to detect cyber-attacker behavior rather than trying to recognize the exact tools that an attacker may employ at a point-in-time.

We collect a large set of metadata from organizations’ networks and augment it with key information from their logs to produce a unique dataset that gives insight into almost all attacker behaviors which utilize the network to accomplish a goal.

Where do you see the IDPS market moving between 2018-2020?

The IDPS market will continue along the trajectory of the past couple of years.

By 2020, we believe 70% of IPS use cases will be served by enterprise firewalls and the majority of the standalone IPS placements will be cloud-based (public or private). This will be the case even as the market for enterprise firewalls transforms based on micro-segmentation and becomes highly virtualized to meet cloud requirements.

The IDS use cases will evolve to rely much more heavily on behavioral models – both those written in code and those trained using machine learning, and will utilize far fewer signatures. Furthermore, the notion of a “network” IDS will blur as cloud and advanced attack use cases will force an IDS to inspect key cloud and authentication logs in addition to network traffic.

What are the major challenges to GDPR compliance? How do you prepare for it and offer technology for customers?

GDPR compliance requires companies to be acutely aware of whatever information they are gathering that is of personally identifiable, to protect this data with diligence and to promptly report any leak of the information. There have been compliance mandates before – PCI is a global regulation, HIPAA is a US healthcare related one – and these mandates give us a bit of a sense of how hard it will be to adopt new policies and procedures to come into compliance with GDPR. But unlike PCI and HIPAA, GDPR affects almost all companies and usually affects a much broader swath of their operations.

We try to help customers with their GDPR compliance by providing visibility into actions involving their assets, that hold PII, and alerting them of anything that looks like attacker behavior in the vicinity of these assets.

Cybersecurity is a field suffering from a staggering talent shortage. How can AI, and Vectra in particular, help solve the cyber skills gap?

The talent shortage is certainly real. Companies – particularly ones without deep pockets – are having trouble attracting and retaining cybersecurity talent. This often makes companies want to rely on managed-security-service-providers (MSSPs), but that just transfers the issue to the MSSPs, who have much the same problem hiring security architects and analysts.

Once we acknowledge the fact that, for the foreseeable future, this talent gap is the reality, AI can play a role in helping cover for some of the gap. Taking Cognito as one example, we not only flag attacker behavior but also correlate the collection of behaviors we see over time, thereby removing time-consuming work and preparing as clear a storyline as possible for the security analyst. The analyst will still have to apply judgment, but the judgment can be applied to a well-crafted narrative rather than disjoint individual signals.

Would Chief Data Officers and Privacy Officers become ubiquitous positions for all companies to fulfill? What would be the role of CTOs in this disruptive ecosystem?

It’s hard to know precisely how companies will handle this new age of sophisticated cyber security attacks and stricter privacy protection mandates. We are certainly seeing a variety of job titles out there and also a variety of reporting relationships.

The title is not as important as the reporting relationship – when data/privacy officers start reporting to CEOs and spending time with boards-of-directors, we will know that the gravity of the situation has sunk in. I expect that CTOs will continue to provide deep technical expertise in service of many aspects of the business – including the cybersecurity and data privacy missions.

What could you tell us about the future of AI in cybersecurity?

These are incredibly important times in the world of cybersecurity. While it may not be evident to outsiders, the technology stack that is being applied to solving cybersecurity problems is undergoing a radical change. This represents an opportunity to solve problems that previously seemed intractable. But as is always the case, there are reactionary forces with an entrenched interest in maintaining the status quo who would like to quell the revolution.

The future is bright – now we just have to get there as quickly as we can.

Thanks for chatting with us, Oliver.
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

The Role of AI in FIFA World Cup 2018

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The Role of AI in FIFA World Cup 2018

The countdown to the world’s greatest sporting event ends today. Yes, today the FIFA World Cup 2018 kicks off at Luzhniki Stadium, Moscow.  Even before the event began, the marketing and branding giants began to place their might behind their teams and players (most are celebrities in their own right!). However, this World Cup is steaming around the current Brobdingnagian – Artificial Intelligence!

I was baffled by the kind of simulations that poured in from AI/Machine learning labs. Most of them are predicting the likely outcomes of games. And, IBM Watson is a partner for fan experiences around the event.

Going by the current trends following the use of AI to predict the winners of World Cup 2018, the pool is certainly a fun place to be.

Here are top-trending questions doing the rounds on Twitter, Facebook, and Quora –

  • Is there a chatbot to predict FIFA 2018 Winner?
  • Which pool is the “Group of Death”?
  • What are the possible ways to analyze the group data from FIFA 2018?
  • What are the chances of Argentina winning the World Cup?
  • Who will score the most number of goals in 2018?
  • Which team will keep a clean sheet?
  • What will be the ideal starting line-up for Spain, Brazil, Argentina, and England?
  • Any intelligent assistants to decide cards and penalties?

Interesting isn’t it?

But wait!

Déjà vu, Brazil will still start as the favorites. AI also gets that very much right. Goldman Sachs predicts Brazil will be the winner after simulating “1 million possible variations of the tournament in order to calculate the probability of advancement for each squad.”

After Brazil, It’s Spain as Second Favorites

In another AI-related simulation, Spain stands the second-best chance to lift the World Cup. The study, offered to the Cornell University Library, says —

“The model slightly favors Spain before the defending champion Germany. Additionally, we provide survival probabilities for all teams and at all tournament stages as well as the most probable tournament outcome.”

sample-1
Flowchart for Likely Winners of FIFA World Cup 2018

World Cup Results: Do GDP and the number of Champions League players on the team Impact Outcome?

Yes, they do. According to a recent article in the MIT Technology Review, researchers used AI and machine learning to predict the outcome after simulating the entire soccer tournament 100,000 times.

Andreas Groll at the Technical University of Dortmund in Germany and a few colleagues found out that a country’s GDP and population, FIFA’s ranking of national teams, and the number of Champions League players they have, provide an unlikely advantage to their chances in advancing to the knock-outs.

Based on these machine learning outcomes, Spain (73%) has a much higher chance of advancing to the final stages compared to Germany (58%).

Here’s a sample of the flowchart that sees Germany lifting the world cup!

Mastering the Art of Free-Kicks

Simulation is fun, and much like Formula 1 racers, footballers can also master the art of free-kicks using this machine-learning model.

IBM AI To Power Fan-Requested Highlights Packages

IBM Watson is offering their expertise to Fox Sports. The deal will help football fans create and cut highlights from the FIFA World Cup. IBM could deliver up to 100,000 hours of video footage to fans, including the best bits from the package using AI and machine learning.

With so much at stake for teams and advertisers, FIFA World Cup is most likely to showcase how AI can be a helpful ally to finding or predicting winners, pulling out your best moments from the fan experience club, and much more.

Disclaimer: Don’t use this article for betting or for any financial decision. If you anyhow do, who are we to stop you! Don’t forget to share the love though!

Interview with Shereta Williams, President, Videa

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Shereta Williams

[vc_wp_text]“The television industry’s hesitation is because there hasn’t been a technology evolution like this in over five decades.”[/vc_wp_text]
[easy-profiles profile_twitter=”https://twitter.com/SheretaW” profile_linkedin=”https://www.linkedin.com/in/shereta-williams-360217/”]

Tell us about your role at Videa and how you got there?

I started my career in the financial industry and that taught me how to value companies and investments in any industry. I then joined a strategic investments group at Cox during the first Internet run-up. It was here that I was provided direct exposure to all divisions of the company as I helped the executive team understand how the internet would impact traditional media.

From there, I joined Cox’s broadcast TV division to help TV stations build out their digital and mobile operations. The amount of rigor and research that local broadcasters use to provide quality local content and serve their communities is truly impressive and I earned a huge respect for broadcasting during my time in local TV. My last role with Cox prior to starting at Videa was in strategy and corporate development. While evaluating threats and opportunities for one of our existing businesses, the strategy for Videa began to take shape. Cox has been in the television rep business for decades, but we saw an opportunity to evolve that very hand-crafted business into one that leverages both automation and data to better serve both existing and new customer segments.

I am now leveraging almost two decades of experience to bring some of the attributes of digital – better measurement and frictionless buying to TV.

For those that don’t know, what does Videa do?

Videa automates the buying and selling of TV inventory, simplifies workflows and increases revenue for local TV ad sellers. As we like to say, Videa’s platform was developed by “broadcasters for broadcasters.” The platform enables media buyers to leverage automation and data to better reach target audiences with more speed, accuracy and transparency. By providing buyers with direct access to inventory and analytics as campaigns run, Videa helps agencies make smarter, more targeted television buys and more effectively manage results for their clients.

How is Videa different from other automated ad sales platforms? Why local TV?

Videa’s sustainable competitive advantage is anchored in the power of television itself. Local TV, despite the rise of digital counterparts, remains as one of the most powerful mediums for effectively reaching mass audiences at scale. We are currently the only player in broadcast to-date to transact – with significant dollars running thru our platform –  in a fully automated way.

If you look at reports from industry analyst firms like BIA/Kelsey, they’re stating that US local television advertising revenue will hit $20.8 billion in 2018, and Videa is uniquely positioned to capitalize on this robust market and expand its footprint.

What also makes us unique is our use of different technologies. The Videa platform is cloud-based and we leverage machine learning technology to provide media buyers and sellers with pricing and ratings for media inventory.

Videa also works with existing sales channels providing full order visibility for the full-schedule of inventory and was the first automated supply-side platform seamlessly integrated with both Mediaocean and FreeWheel Advertisers (formerly Strata).

How are programmatic advertising technologies impacting the traditional TV media buying behaviors? What lies ahead for this space?

The television industry, which has not seen market changes like this in more than 50 years, is in heightened need of an automated solution to meet new consumer demands.

Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer, bringing total spend from $640 million in 2016 to nearly $3.8 billion in 2019. While sales may not be 100% automated in 2018, advertisers and their agencies are attracted to automated platforms because of the data analysis features that enable them to get better value for their buys. For the first time in history, advertisers will be able to optimize TV advertising according to the detailed, almost immediate feedback it yields from audiences.

With that said, are you experiencing hesitation from those in the industry to change toward more automated platforms?

Whenever this amount of change is introduced into any industry, there is skepticism and reluctance. The television industry is no different and it’s especially true because there hasn’t been a technology evolution like this in over five decades. Primarily we see reluctance because we are not yet fully scaled with all stations on our platform, but as the buying increases, the stations continue to join in.

Part of the service we provide to our customers is centered around the idea of change leadership. Driving change requires helping people accept and acknowledge that there might be better, more effective ways of doing business. It also means helping to establish best practices so everyone understands how to leverage these new tools for their unique sales strategy.

What’s your smartest work-related shortcut or productivity hack?

Minimize the number of standing meetings on your calendar and avoid meetings for meeting’s sake.  I will question what decision is needed for any meeting someone puts on my calendar.

What apps/software/tools can’t you live without?

I am a big fan of Sonos but given Atlanta’s traffic, Waze probably tops the “can’t live without” category.

What are you currently reading? 

“The Better Angels of Our Nature” by Steven Pinker which makes the case that despite all that we see and hear about violence in the world, we are actually living in the most peaceful time ever.

What’s the best advice you’ve ever received?

Mountains aren’t climbed by standing at the bottom and seeing a clear path to the top.  It’s the result of extensive preparation and making the next best decision each step of the way. And to also remember that there are many ways up the mountain!

Tag the one person in the industry whose answers to these questions you would love to read:

@tomgerace CEO of Skyword, a content marketing platform based in Boston.

Thank you, Shereta! That was fun and hope to see you back on MarTech Series soon.

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Shereta brings two decades of professional and industry experience to Videa. As President, Shereta leads the organization’s overall strategic and product direction. Shereta has over ten years of experience with Cox in various investment, strategy and development roles focused on digital media and broadcast television.

Prior to Videa, she served as Managing Director at a financial start-up focused on algorithmic trading, and she began her career in Mergers and Acquisitions at Lazard. Shereta is passionate about developing products and services that solve large scale problems. She has a degree in Electrical Engineering from Massachusetts Institute of Technology (MIT), where she served as president of the National Society of Black Engineers. Shereta serves on the board of the IRTS Foundation, a charitable organization focused on training and educating the next generation of media and communications professionals, and is also a mentor for the Female Founders in Tech competition.

When she is not leading the team at Videa, Shereta is most likely on a hiking trail or boating in north Florida.

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VIDEA
Videa (videa.tv) is a supply-side platform that brings automation and data-driven targeting to the buying and selling of television advertising. Videa has partnered with leading television broadcast groups, advertising agencies, and rep firms to build an enterprise quality programmatic solution for the television advertising marketplace. Videa enables local broadcasters to participate in programmatic marketplaces with the controls, sales models and stewardship that exist in traditional television sales. We specialize in integrations with traditional television buying and trafficking systems, yield optimization and audience targeting.

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The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

Advertising Industry Veteran Kathryn Layland Joins ADvendio

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ADvendio Redefines Media Buying for Publishers and Agencies with Upgraded Solution

Kathryn Layland has Over 20 Years of Experience in Operations, Sales, Marketing, Strategy, and Software Development

ADvendio, a Salesforce-powered advertising management software, announced the appointment of Kathryn Layland as Chief Revenue Officer (CRO), to be responsible for the worldwide Sales and Marketing.

Layland, a graduate of the University of Manchester, has over 20 years’ experience in operations, sales, marketing, strategy, and software development in the multi-channel publishing, advertising technology, and software industries. She has recently held senior executive positions in advertising management software companies in Europe and the United States, where she was responsible for global sales and marketing functions.

Layland says, “I am delighted to have been invited to join the ADvendio team, at a time when the company is expanding in both geography and media reach. A multimedia ad management solution built on the Salesforce platform is a compelling proposition for many media owners. Built with a leading-edge digital capability and extensive DFP integration at the core of the system, ADvendio is increasingly being seen as an obvious choice for those organizations seeking a DSM replacement. I am looking forward to working alongside these broadcast and news media organizations to take full advantage of the opportunity to achieve operational and revenue improvements as they progress through their DSM migration journey.”

Also Read: Fastbase Launches AdWords Click Identifier To Drive Digital Marketing ROI

ADvendio CEO Bernd Bube feels that Layland’s introduction to the company is a milestone in the international expansion of the company. “We are delighted to bring Kathryn to our team, given her track record in the advertising, publishing and technology industries, and we are looking forward to working with her. We are confident we will benefit from her extensive experience, as we expand in cross-media advertising management and improve our services across different media platforms. She will help strengthen our growing team of representatives across the globe, working out of countries such as the UK, Ireland, Germany, Chile, Australia, the US and Canada,” he added.

The new ADvendio executive will enrich the company’s marketing, sales and lead generation departments around the world, as the company consolidates as a leading advertising sales software solution for ad operations connecting print, online, Out-of-Home and streaming media advertising with a range of management services from quote to cash.

Recommended Read: Encouraging Trend in APAC: Bringing Programmatic Home