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SpotX Expands Horizon to Ensure Brand Safety by Filtering Out Fake News Content and Brand-Objectionable Categories 

By
Sudipto Ghosh
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0
SpotX Expands Horizon to Ensure Brand Safety by Filtering Out Fake News Content and Brand-Objectionable Categories 
SpotX Expands Horizon to Ensure Brand Safety by Filtering Out Fake News Content and Brand-Objectionable Categories 

SpotX Strengthens Partnership with zvelo Preventing SpotX’s Advertising Partners from Running Ads Alongside Fake News and Problematic Content Related to Terrorism, Cryptocurrency Mining, and More

SpotX, the global video advertising and monetization platform, has announced new capabilities to strengthen brand safety across their video ad ecosystem. SpotX is increasing brand safety vetting through identification and categorization of fake news sources by integrating new advances from zvelo – one of SpotX’s trusted brand safety partners and the leading provider of categorization and malicious detection data services for web content, traffic, and connected devices.

At the time of this announcement, Jeff Finn, CEO, zvelo, said, “SpotX was the first supply-side platform that we partnered with in providing content categorization for brand safety, and we’re proud of the work we’ve done together to make the internet a safer place to advertise.”

Jeff added, “At the same time, we’re excited to provide greater capabilities for the categorization of fake news sources than ever before, and to assist SpotX in offering a thoroughly vetted, brand-safe ad inventory for publishers.”

Partnership with zvelo Deepens SpotX’s Commitment to Offering Vetted, Premium Ad Inventory to Publishers

By working with zvelo, SpotX expands the protection it offers advertisers by identifying and proactively blocking websites and content that fall into several new and objectionable categories such as fake news. In doing so, SpotX fully removes sites that disseminate fabricated news and disinformation from available ad inventory – categorically preventing advertisers from associating brand content with this objectionable content.

This capability deepens SpotX’s commitment to offering vetted, premium ad inventory to publishers by providing another layer of verification and security for promoting a brand-safe ad buying ecosystem.

Mitigating Fake News Risks and Preventing Ad Spend Wastage

The prevalence of fake news has quickly become a concern for advertisers and an issue that plagues even the largest ad platforms. When ads do appear alongside fake news, brands not only risk wasting their ad spend but also associating their brand with false claims and problematic content – which can cause significant and lasting harm to their reputation. This risk is accentuated by the fact that ad buyers often cannot control where their ads appear, especially in programmatic environments where buyers are not making one-off decisions.

And, while buyers are keenly aware of the threats to brand safety via sites that include piracy, pornography, or graphic violence, fake news is a newer threat that is also more difficult to detect.

zvelo provides a classification engine that categorizes fake news using a combination of static and heuristic analysis techniques, aggregation of vetted third-party “fake news” feeds, and human-supervised machine learning. Utilizing a crowd-sourced approach, zvelo’s technology analyzes URLs visited by a global partner network of more than 550 million endpoints.

The Role of zvelo AI Cloud Network in SpotX’s Battle Against Fake News

Data is processed by the zvelo AI Cloud Network and then verified for quality by trained analysts. In addition to recognizing fake news, the zveloDB URL categorization database also helps prevent brands from appearing alongside content involving terrorism, cryptocurrency mining, and other rapidly-emerging brand safety categories. In order to take every precaution in vetting ad inventory, SpotX pairs the expertise of its independent, third-party brand safety and verification partners such as zvelo with the monitoring activities of its own in-house Brand Safety team.

Nick Frizzell, Sr. Director, Brand Safety & Inventory Operations, SpotX, said, “Our expanded partnership with zvelo really reinforces SpotX’s unwavering commitment to brand safety, as well as our duty to clean up the video ad ecosystem and educate media buyers about fraudulent inventory as new threats emerge.”

Nick added, “Empowered by zvelo’s technology, we’re able to help media buyers avoid brand-damaging associations with fake news. In an environment where buyers continually struggle to identify worthwhile ad inventory within the onslaught of new content and websites emerging every day, our zvelo-backed brand safety practices help publishers sort through the noise and successfully target advantageous ad placements.”

Currently, SpotX gives media owners and publishers the control, transparency, and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. SpotX also provides advertisers with a direct pipeline to premium supply and innovative solutions for optimizing media efficiency, reach, and audience targeting.

With best-in-class technology purpose-built for video, SpotX’s holistic, brand-safe solution is employed by some of the largest media owners and publishers in the world including fuboTV, Microsoft Casual Games, Newsy, Samba TV, Sling TV, Vudu and partners with a variety of different companies within the digital video ecosystem including comScore, DoubleVerify, Integral Ad Science, JW Player, MediaMath, MOAT, Nielsen, Oracle, The Trade Desk, and more.

Is A/B Testing Dead?

By
Gil Allouche
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0
A/B Testing

Metadata.io LogoAt the Marketo Marketing Nation Summit this year, our slogan was ‘A/B Testing is Dead,” and it drew a lot of reactions from show attendees. You can imagine why – many of the event attendees spend hours if not days per week on A/B testing different elements of their emails, landing pages, and digital ads. But as we explained to our booth visitors and others who noticed the slogan, when it comes to generating the best business results from your marketing efforts, A/B testing is being supplanted by multivariate testing.

The Status Quo

A/B testing has been the norm in B2B marketing for some time. There are good reasons why B2B marketers adopted the practice.

A/B testing started to apply actual science to marketing and took a lot of the guesswork out of how to get more clicks on your web pages and digital ads, higher conversion rates on landing pages, and more opens and clicks on emails. Forward-thinking marketers adopted A/B testing, and the marketing technology community responded. As a result, most marketing automation systems, email marketing platforms, and landing page optimization tools now ship with A/B testing functionality built right in.

But smart marketers and successful companies don’t just reach a goal and then rest on their laurels – they move the bar higher and seek out ways to improve business results even further. This is especially the case now that CMOs are under constant pressure to deliver not just vanity metrics like email clicks and social follows, but actual sales pipeline and revenues.

Also Read: What Pixar Can Teach Us About AI & Machine Learning

Too Much Work, Too Little Payoff

The problem with A/B testing is that it’s finite in what it can do for marketers. You can set up and test two binary choices and see which one garners the better results. However, if you want to test multiple options, you have to perform additional A/B tests.

This can get extremely time- and labor-intensive, as mentioned in this KissMetrics article that breaks down a lot of the benefits of multivariate testing for business analytics. A/B testing takes a lot of manual effort from marketing teams, effort that multivariate testing can eliminate, and given the amount of time A/B testing can take even well-staffed marketing teams, the campaign can often end before you have a chance to enjoy more than incremental performance improvements.

Enter Artificial Intelligence and Machine Learning for Marketers

Concurrently, artificial intelligence and machine learning are exploding in the business world – as we continue to make computers smarter and faster, businesses have been applying AI and machine learning to business intelligence, enterprise operations and marketing in all sorts of interesting ways.

With multivariate testing, however, we have an opportunity to apply artificial intelligence and machine learning to marketing in a whole new way – marketing campaign execution. By employing machine learning principles and utilizing models based on artificial neural networks, marketers can now automate multivariate testing and the get nuance and detail that need, without tying up precious marketing team resources for days or weeks at a time.

Also Read: 6 Steps To Creating A Video Marketing Strategy That Works

A demand generation engine powered by AI can test a variety of advertising campaign elements and channels and see what combinations convert the best. It can also connect to the CRM and automatically discern and ultimately drive the most pipeline and revenues. The benefits for CMOs are twofold: first, they free the marketing staff from the mundane tasks of setting up UTM parameters and other campaign elements, so they can focus on more creative, value-added pursuits. Second, they can perform the rapid experimentation that CMOs are seeking today as they adopt agile marketing methodologies.

Companies who leverage multivariate testing very quickly understand how fonts and layout work on a reader’s mind – where people’s eyes go according to how data or images are presented, and what they pay attention to on the Web. All of this is actionable, real marketing intelligence that drives conversions and pipeline.

So, is A/B testing truly dead? Yes and no. The concept of testing variables in your marketing campaigns is not dead at all – it’s evolving and expanding. The point of our slogan is, A/B testing is too slow and manual labor-intensive to meet the demands of modern B2B marketers. A/B testing isn’t enough – B2B marketers need “A through Z” testing and beyond, multivariate testing that encompasses everything they’re doing to reach customers so that they can deliver predictable and scalable top-of-funnel leads and return on investment for their business.

Also Read: How Technology Is Giving the Hospitality Industry a Much-Needed Boost in Today’s Digital Age

TechBytes with Noah Brier, CTO and Co-Founder Percolate

By
Sudipto Ghosh
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0
Noah Brier
TechBytes with Noah Brier, CTO & Co-Founder at Percolate

Noah Brier
CTO and Co-Founder, Percolate

Content Marketing is the new buzzword. The digital transformation has led to the rise of Content Marketing as a form of engaging with prospects. We spoke to Noah Brier, CTO and Co-Founder, Percolate to understand how content marketing platforms could help marketers drive ROI.

 

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Tell us about your role at Percolate, the team and the technology you handle.

I’m co-founder and CTO of Percolate, a leading Enterprise Content Marketing Platform. It’s a pretty broad role that involves partnering with just about every part of the organization to help set the vision for the company and the product.

At Percolate, what are the core tenets driving your technology and product marketing teams?

Fundamentally, we’re focusing on defining and owning the Content Marketing Platform category. For us, that’s all about how you build systems to help marketers manage the content bottleneck and create more marketing that drives results.

Could you tell us more about “The System of Record for Marketing”? What is the idea behind it?

One of the core theses we had when we started the company is that marketing is the only department within the enterprise that doesn’t have a core software system they use to manage their operations. Finance has the ERP, HR has the HRIS, sales has CRM, and so on. But marketing is left trying to tie tools together and most of those are much more focused on the distribution of marketing messages than the creation of them. We decided to focus on the process of creating marketing content and build an operational system that can sit at the heart of a marketing organization just like those other systems of record.

What is the State of Content Marketing Automation technology in 2018?

Gartner has said that by 2020 content is going to be the biggest bottleneck in marketing, but I think for most marketers, especially B2B they’re already feeling that. The reason for that is that there’s been so much focus on building a martech stack that can deliver on automation and, as a result of successfully delivering on that vision, they’re now left with the realization that to see the value of their investment they must kickstart their content engine. That’s why we believe that Content Marketing Platforms are such a critical part of the martech stack.

As a Leader in Gartner Magic Quadrant for Content Marketing Platforms, how do you enable marketers to strategize their content management and asset management for omnichannel? Where do video and social messaging content fit into this strategy?

From the beginning, Percolate has been channel agnostic. The system can manage content regardless of destination and format. In that way, we are able to help marketers plan and execute omnichannel campaigns with ease.

Do you leverage AI/Machine Learning at Percolate? How would Data Science and AI/ML technologies influence better adoption and ROI from Content Marketing platforms?

We have a few things in the works…stay tuned!

Finally, what are your predictions about the role of Chief Technology Officers over next five years? What are the major challenges for technology teams in delivering business goals?

One of the biggest and most obvious challenges for marketers is the need to break down the silos and tie together their marketing technology systems. The whole idea of digital transformation is to move organizations to think more holistically and what we’ve seen is that in many cases they’ve gone the opposite direction because instead these systems reinforce or create new silos around web, email, etc. I think the fundamental challenge is how to think about tying those systems together and making them work towards helping to solve the content bottleneck.

Thanks for chatting with us, Noah.
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

What Does GDPR Mean For Martech?

By
Damian Ryan
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2
What Does GDPR Mean For Martech?

Regulation has a habit of rewarding innovators and punishing the complacent. The new General Data Protection Regulations (GDPR) are no different. And this is a real opportunity for Martech broadly.

Just as the Clean Air Act provided stimulus for the creators of catalytic converters, GDPR signals the beginning of a more responsible future relationship between brands and consumers.

In advertising and marketing terms, we have seen some rather limp attempts to be good: cookie law being one recent example. But recent revelations have thrown the dark and mysterious world of trading personal data into stark daylight and raises difficult questions for digital marketing. The useful timing for the EU scribes but is sending a bolt of fear through business who may have gotten away with it so far. And quite rightly so.

Other mediums have experienced regulation in the past – look no further than the Mail Preference Service or the Telephone Preference Service but these were Opt Out rather than Opt In. And with the greatest respect to telemarketers and direct marketers, the Internet and digital marketing have dwarfed these previous issues by means of its sheer processing power and speed. Digital marketers have taken a dent to their reputation but should embrace these regulations as a means of creating transparency and openness and an opportunity to rebuild consumers’ trust.

Also Read: 2018 – THE NEED FOR SPEED

With new regulations come companies innovating and adapting. In our world, there will be changes from and impacting the Adtech industry, Martech industry – for they are very different and need to be treated so – Consumers and Publishers. To that end, what do I think will happen to each?

Adtech companies will consolidate because they’re not kitted out to handle personal data irrespective of consent. Advertisers and agencies will pull back from using adtech vendors. This will, in turn, create a big challenge for investors in the programmatic space. It is unclear if adtech companies need consent for data or if it is the publishers who will need the “tick here for consent”. But the transparency from publishers declaring who will be using your data will help drive the consolidation of adtech companies. This is by no means going to end adtech, but it will look considerably different than what we see today – and that’s exciting.

Martech companies/vendors have a greater chance of success. In the main, they’re providing services to clients who are more likely to be in control of personal data and can, therefore, invest in consent. What’s more, martech companies that can integrate with business’ own existing IT systems and allow businesses to ensure compliance with GDPR will thrive. Most importantly, technologies that can help manage compliance and consent throughout Europe and the US will be of most value to business.

Also Read: GDPR: Take a Long, Hard Look at Yourselves in 2018

Consumers will begin to realize the value of their personal data in monetary terms – no doubt this will bring about marketplace models for data. Why not? If people are happy to sell their blood why not their ones and zeroes too? I’m watching players such as Digi.me to see how this works out but am mindful that giants such as Facebook are most likely waiting on the sidelines, perhaps for the heat to blow over. It is also important to highlight that consumers will be presented over the next few months with the power to withdraw their consent and many publishers may find their audiences are not as receptive to certain content. Consumers will be made to feel like they are the ones in control, that they have regained the power. In reality, this is the evolution of customer service and the very beginning of data awareness – the power struggle will continue.

Publishers? I feel your pain in the short term but we are not going to have an Internet without content and a standardization for consent is going to have to be cracked. Over the next few months expect to see numbers of newsletter recipients fluctuate and new web pages explaining data processes. The challenge here is how to list out the various adtech companies who share data with publishers, that’s going to be a lengthy and complex process that could hurt. If you can find a simple standardized method they will be very popular.

GDPR will help to bring about greater transparency in the advertising ecosystem and no doubt, this level of regulation will one day be a global standard. But companies and publishers should expect to have the covers removed and be a bit exposed in the short term. It is not just business that is now alert to GDPR, consumers will be wise to their newfound powers and businesses should disrespect that at their own peril.

Recommended Read: Vorsprung Durch Dmexco

Interview with David Elkington, CEO and Founder, InsideSales.com

By
Sudipto Ghosh
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0
David Elkington
Interview with David Elkington, CEO and Founder at InsideSales.com

[vc_wp_text]“The real innovation would come from the way people aggregate and classify data – and the volume and sources of that data.”

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[easy-profiles profile_twitter=”https://twitter.com/DaveElkington” profile_linkedin=”https://www.linkedin.com/in/davidelkington/”]

Tell us about your role at InsideSales.com and how you got here. What inspired you to start the company?

As the founder and CEO of InsideSales.com, my job is to create a vision, to inspire and to represent the brand and the culture of the organization. I’m also responsible for making sure we’re operationally efficient and disrupting our industry in a way that is meaningful to our customers.

The vision for InsideSales.com actually started back in the 80s and 90s with the hypothesis of using artificial intelligence to help us live better lives. It was fascinating to me, and it’s been a passion of mine even when I was a young boy.

I studied philosophy in college, where I envisioned a philosophical hypothesis around the way people think about and categorize information, all based on arithmetic classification, Bertrand Russell calculus and set theory. I was convinced you could take the data and the patterns from the past and apply it to future decision making in order to create a system that learns the way a child learns. I wrote my honors thesis on this hypothesis.

After a stint in banking and ventures, I got a masters degree in computer science to see if I could arithmetically represent my hypothesis. It was then that I realized it wasn’t about the algorithm; the math had actually been around for a while. The real innovation would come from the way people aggregate and classify data – and the volume and sources of that data.

I started InsideSales.com to create a technology platform that would give us access to the kind of data needed to understand the way people behave in a certain defined situation. And it worked. InsideSales.com is a data platform that helps companies know who to engage with, how to engage with them and much more. Our platform has become indispensable for sales professionals who want to close more deals and produce big numbers.

How is the sales tech industry different from when you first started InsideSales.com?

There’s been an ongoing evolution in enterprise software that started with the advent of the microchip. You had IBM’s CMOS that allowed micro processing along with innovation according to Moore’s Law that has enabled a huge increase in computing capacity. The mainframe then emerged, allowing us to centralize data – and data is the real story here. Accessing it was extremely difficult. Then we had the client-server model that let us distribute the data to every major company. Then SaaS/cloud computing made data both centralized in these massive cloud data centers and then universally accessible. That brought on the next evolution in the late 2000s: Big Data.

At the same time, the Internet began disrupting departments: it disrupted retail, which gave us e-commerce. It disrupted marketing, which gave us digital marketing. It disrupted IT office, which resulted in SaaS or on-demand technology. Sales is the last major department to be disrupted by the Internet, and it’s happened within the last five years. It’s coinciding with the data evolution and is coming in two different ways:

  • AI emerged as the last phase of this data evolution, allowing us to create real value from the data we aggregate.
  • In sales, we used to have legacy CRM, which was just data collection and aggregation. What we’ve created – and it’s fundamentally different – is an AI system of growth. It’s technology that uses AI and data to drive revenue growth.

Given the changing dynamic of marketing technology landscape, where do you see InsideSales.com fitting in a CMO’s stack? 

The Internet disruption has especially impacted sales and marketing. While these two departments have always been very intertwined, a black hole remains between them. What fills the hole is the digitization of the processes. In the ‘golden days’ of marketing, it was pure brand and advertising, billboards, and prints. It was very difficult to create measurable results and scalable unit economic models that drive efficiency in marketing. Sales was in the same boat where you had enterprise sales people carrying very large quotas and you had to trust that they’d come back at the end of the quarter or year with the big sale. It was the art of the sale vs. the science of the sale.

Inside sales is the new way of selling. What differentiates it from what was done historically is the new technology – called sales acceleration technology – that enables a numeric, data-driven, highly scalable, highly measurable way of selling that is much more customer focused and accommodates customer buy cycles and behavior. An AI system of growth, as discussed previously, actually spans sales acceleration technology, MarTech and AI.

So, how does InsideSales.com fit in the marketing stack? InsideSales and this category of sales acceleration do not belong solely under the sales budget of the sales department. It isn’t uncommon that some or much of the sales team reports to marketing because marketing has become such a data-driven department. In fact, the lines are very blurred in the way the digital or high-velocity selling occurs because the marketing and sales funnel aren’t separate anymore. Marketing is generating this digital behavior and engagement and it’s then handed off to sales much more quickly. So this AI system of growth we provide can be used across this collaborative team.

How will your partnership with Microsoft help salespeople close more and bigger deals by incorporating Artificial Intelligence (AI) into the way they work?

What’s unique about our partnership with Microsoft is actually the ability to access the Microsoft technology platform and all of the “systems of engagement” it owns. Traditional CRM, whether on-premise or on-demand, is a system of record where you store and aggregate your information. Systems of engagement allow you to actually engage with clients or prospects – and that’s what sales reps want and need. For example, in a recent report from our InsideSales.com Labs, we found that sales reps only spent about 18 percent of their time in a traditional CRM. They spent 60 percent in sales acceleration tools like email, LinkedIn and InsideSales.com.

So how does our partnership with Microsoft help? Microsoft owns LinkedIn and all of the data and social engagement capabilities associated with it. Almost every seller on the globe uses some variation of LinkedIn, which has a very unique data set. It owns Outlook and the entire Office suite. Every proposal goes out in Word or PowerPoint or Excel. It has Dynamics, which is its CRM platform; Skype and Bing. That’s a lot of data.

What we bring to the table are the propensities artificial intelligence provides. With LinkedIn, Microsoft has a unique data view in terms of who the buyers are, and what we have is how to actually use this engagement technology. Through Neuralytics, our AI platform, we can determine if you should engage through LinkedIn or email or phone calls. We know the propensities of those people, so not only do we know how to engage with them, we know who has the highest likelihood to buy and how they’ll buy. This allows buyers and sellers to come together in a highly personalized and unique way, resulting in more and bigger sales.

How do you prepare for an AI-centric world as a business leader?

AI is all about the data. If you are a sales leader, AI isn’t any better than the data you have and the data you have access to. You’ve heard the term, “Data is the new oil,” but I’d think of it differently: data rights are the new mineral rights. In the turn of the century, most of the wealth on the planet came from people who had mineral rights. The people who are going to be wildly successful in this next century are the people who have access to data. So, if I am a sales leader or even a business leader, consider these three things:

  1. Know what data you’re creating: As a rule of thumb, there is an inverse relationship between the availability of data and the value of that data. The more available the data is, the less valuable it is. So buying names from list vendors, for example, has almost no value. The most valuable data that will drive an AI-centric world is the data you create through your team or your company’s behavior.
  2. Embrace the technologies that use the data: AI is an asset only if you take advantage of it and find the vendors and partners that know what to do with the data and can create value with it.
  3. Recognize the Coming Changes: The next-generation of leaders – Millennials and the Gen Xers and GenYers – have fully embraced AI in every area of their personal life. If you don’t provide AI in the workplace,  you’re alienating a large portion of these future leaders and will lose them!

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

[vc_tta_tabs][vc_tta_section title=”About David” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46d712-3b68fc90-394c”]

David Elkington has a rich background in technology, venture capital and corporate development. As CEO and Chairman, he has led InsideSales.com to consecutive 50-100% year-over-year growth rates, starting with the company’s inception in 2004. David has been active in the evolution and definition of the inside sales industry and speaks regularly. He is co-author of the Lead Response Management industry study, done in conjunction with James Oldroyd, PhD. (visiting Research Fellow at M.I.T.)

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InsideSales
InsideSales.com offers the industry’s leading sales acceleration platform built on Neuralytics, a predictive and prescriptive self-learning engine that drives revenue growth by delivering an optimized experience for both salesperson and buyer. The platform fuels sales rep performance and provides buyer personalization with breakthrough innovations in predictive sales communications, engagement tracking, forecasting, rep motivation and hiring. InsideSales.com has received numerous accolades for its technology and has been named as one of the fastest growing companies by Inc.com.

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[mnky_heading title=”MarTech Interview Series” link=”url:https%3A%2F%2Fmartechseries-67ee47.ingress-bonde.easywp.com%2Fcategory%2Fmts-insights%2Finterviews%2F|||”]

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.

Marchex Institute Study Reveals Conversation Trends Across America 

By
Sudipto Ghosh
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0
Marchex Institute Study Reveals Conversation Trends Across America 

Marchex Provides AI-Powered Speech Analytics Technology Not Only Automates Tasks like Call Transcription But Allows Businesses to Do a More Complex Sentiment Analysis of Inbound Phone Calls

Marchex, a leading provider of call analytics that drives, measures, and converts the callers into customers, has released findings from a new speech pattern study based on more than 6.8 million calls placed by consumers to businesses across the United States. Marchex Institute insights reveal how conversation patterns vary and empower businesses to optimize valuable phone interactions with customers.

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

Marchex
via Marchex Institute study

The dataset was analyzed using Marchex Speech Analytics technology, which leverages artificial intelligence, including machine learning and natural language processing algorithms, to analyze calls to businesses in a variety of industries. Key findings include —

  • People from Wyoming topped the list for most talkative. Closely following are Montana, North Dakota, Vermont, and Maine. In fact, Wyoming residents talk 38 percent more than New Yorkers, who are the least talkative.
  • The fastest talkers and most courteous callers hail from the North. People from northern states including Vermont, Rhode Island, Alaska, New Jersey and New Hampshire speak the fastest, based on words per minute. On average, the fastest talkers are from Vermont, who uttered 148 words per minute, while Hawaiians uttered an average of 134 words per minute, making it the slowest talking state. Closely following as the slowest talkers are New Mexico, Colorado, Georgia and South Carolina. Additionally, more people regularly use “please” and “thank you” on calls from Wyoming, Vermont, Maine, Montana, and Michigan.
  • Patience is lower in the Pacific Northwest. In analyzing hold-time abandon rates, Washington state and Oregon demonstrated the least patience, along with Arkansas, Kansas, and Mississippi. By contrast, residents from states in the Midwest and Northeast demonstrated the highest patience, including Vermont, Delaware, Michigan, Minnesota and New Hampshire.
  • Cursing increases as the day progress. On average, callers cursed 1.1 to 1.3 times per call across the board. However, cursing becomes more common as the day progresses. Profanity is least likely to be used before 4:00 p.m., but then the curse rate on calls doubles after 6:00 p.m., jumping from three percent to six percent. The data also shows that instances of cursing are nuanced.

Recommended Read: Now, Keep Your Best Customers Happy with the Oracle Loyalty Cloud

At the time of this announcement, Erin Murphy, analytics manager at theMarchex Institute, said, “Our AI-powered speech analytics technology not only automates tasks like call transcription but allows businesses to do a more complex sentiment analysis of inbound phone calls. This offers more contextual clues around customer reactions, tone, and phrasing, which are crucial in human-to-human conversation.”

Erin added, “For businesses, these insights can help solve critical customer service issues by providing visibility to call center operations in real-time, which in turn helps improve the customer experience.”

Building off these insights, Marchex has practical tips for organizations and their customer service agents to help improve the overall outcome of calls —

  • Convey authenticity and positivity. Using phrases such as “I can solve that for you” or “I’d be happy to help” tends to reassure customers that you have their best interest at heart. In fact, a recent MarchexInstitute study2 found top performing customer service agents in the telecommunications industry said “happy” four times as often as other agents. 
  • Avoid negative phrases. Marchex data from the same study shows agents with lower sales rates said “no” twice as often as the top performing agents. Avoiding common negative phrases such as “No, I don’t think I can” or “No, that’s not right” can help. 
  • Use apologies sparingly. Agents with lower sales performance had apologized for 50 percent more than other agents and said “sorry” nearly four times as often. Participating as an active listener and communicating statements such as “I hear you” and “I understand” can be more effective in reaching a path to resolution.

Introduced in April 2017, Marchex Speech Analytics has so far analyzed approximately 100 million calls, more than 400 million minutes, and approaching four billion utterances.

Currently, Marchex helps companies identify customers that convert faster, buy more, and churn less. Marchex provides solutions that help companies drive more calls, understand what happens on those calls, and convert more of those callers into customers. Their actionable intelligence strengthens the connection between companies and their customers, bridging the physical and digital world, to help brands maximize their marketing investments and operating efficiencies to acquire the best customers.

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

AdSemble Rolls Out New Open Display Certified Partner Program in May

By
MTS Staff Writer
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0
AdSemble Rolls Out New Open Display Certified Partner Program in May
AdSemble Rolls Out New Open Display Certified Partner Program in May

The New Certified Partner Program Allows Marketing Professionals to Create Digital Billboard Ads for Their Clients While Earning a Commission on Every Campaign

AdSemble, a leading online marketplace for digital out of home advertising, is set to launch their new Open Display Certified Partner program at the end of May. The Open Display Partner Program enables marketing and advertising agencies to expand their offerings to clients while being compensated for every campaign created using their unique promo code.

“With the growing rate of clients using out-of-home advertising, our Certified Partner program really gives marketing and advertising professionals a unique opportunity to both offer this service to their clients and be compensated for launching campaigns. We feel its a win-win,” says Matthew Olivieri, founder and CEO of AdSemble.

Also Read: AdSemble Open Display, the World’s First-Ever DOOH Self-Serve Platform Complete with Proprietary ROI Tracking Analytics Launches in Chicago

According to the Outdoor Advertising Association of America, advertising revenue for out-of-home advertising hit an all-time high of $7.6 billion in 2016 and has grown in every one of the last 28 quarters. AdSemble’s Open Display platform is the first and only completely self-service digital billboard advertising online marketplace.

Through the new Certified Partner program, marketing and advertising professionals access training offered by AdSemble and take a test to become certified. Once certified, they are given access to a promo code and website badge and can begin creating digital billboard advertising campaigns for their clients. On their AdSemble dashboard, partners have access to marketing materials, how-to refresher videos, company information, photos of each billboard location, press releases, and a message center where they can connect with an AdSemble team member for any questions or information. They are also able to see the statistics of their referral code usage and the compensation made from each sale.

The AdSemble Open Display platform is easy to use. Users simply choose a budget, select a location, set a time frame and then upload their ad. Once the campaign has launched, photos of the live ad are posted on the user’s dashboard. Once the ad campaign is finished running, statistics of the campaign are posted with a downloadable version to track ROI and campaign impressions.

Recommended Read: Move Over Conventional SEO Conferences, It’s Time We UnGagged!

E-commerce Veteran, Kevin Rodgers, Tapped by PriceSpider as New Director of Sales

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E-commerce Veteran, Kevin Rodgers, Tapped by PriceSpider as New Director of Sales
E-commerce Veteran, Kevin Rodgers, Tapped by PriceSpider as New Director of Sales

Former Google Exec Brings Over a Decade of Experience to Clients of Top Retail Tech Provider

PriceSpider — an industry pioneer in creating advanced retail technology solutions for brand manufacturers and retailers—is proud to announce the recent onboarding of Kevin Rodgers as its new director of sales. After over 13 years of helping Google Inc. build and scale sales and operations teams across digital media and e-commerce, Rodgers will be stepping into his new role as PriceSpider’s demand among brand manufacturers continues its swift rise. His leadership efforts will be focused on driving the overall growth strategy for new and existing customers while building upon the company’s existing foundation to create an industry-leading client service team.

“Kevin brings a proven track record with one of the world’s most transformative companies during a time when many leading brands are approaching us for cutting-edge solutions,” said Anthony Ferry, co-founder and CEO of PriceSpider. “His input in building out new operational processes will help us scale the company during our rapid growth. We could not be happier to welcome him aboard.”

PriceSpider’s client list, which includes dozens of Fortune 500s and multinational brand manufacturers, continues to expand as forward-thinking brands are discovering the potential of content monitoring and branding solutions. The company has experienced impressive double-digit growth over the past few years as manufacturers seek out technologies designed to maximize the value of their e-commerce channels. This is where Rodgers’s expertise in successful engagement comes in.

Also Read: Are Small and Local Businesses Ready for Voice Search?

Rodgers comes to PriceSpider after over 13 years at Google Inc., most recently as the head of industry for DoubleClick leading the automotive vertical. He managed both sales and operations teams, launched two new teams during his tenure and has scaled multiple business units. He has been immersed in verticals in the B2B and B2C sectors, including consumer packaged goods (CPG), entertainment and tech. Rodgers holds an MBA and a master’s degree in information systems from Boston University Graduate School of Management, as well as a bachelor’s degree in business administration from the University of San Diego.

“PriceSpider’s proprietary industry-leading products are what makes this opportunity so exciting,” said Rodgers. “With so much innovation happening within retail and e-commerce, a company like PriceSpider can significantly help brands solve major business challenges. I am thrilled to join a company that is disrupting the retail ecosystem through actionable data that ultimately drives top-line revenue for our customers. PriceSpider’s solutions are not only powerful and wide-ranging but also easy for any individual within an organization to take advantage of. I look forward to helping PriceSpider’s customers answer key questions and ultimately grow their businesses.”

Recommended Read: Move Over Conventional SEO Conferences, It’s Time We UnGagged!

Sage Business Cloud Customers to Benefit from Faster Invoicing with Extended Microsoft Integration

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Sage Business Cloud Customers to Benefit from Faster Invoicing with Extended Microsoft Integration
Sage Business Cloud Customers to Benefit from Faster Invoicing with Extended Microsoft Integration

Simplifying Invoice Process for End-Customers with ‘One-Click’ Payment; Helping to Reduce the Burden of Late Payments for Sage Customers

Sage, the market leader in cloud business management solutions announced its extended integration with Microsoft to deliver a swift, seamless payment experience from within the Outlook email application. With Microsoft Outlook accounting for over half of business email boxes, this new feature will enable Sage Business Cloud customers to get paid faster with no extra cost to their business.

Utilising invoice payments powered by Stripe, Sage’s integration with Microsoft Outlook enables Sage customers to click ‘send via email’, through their Sage software to the end-customer. End-customers then pay invoices from inside their inbox, in just a few short clicks. Once payment is received it is automatically reconciled within their Sage Business Cloud solution, enabling Sage customers to reduce the burden of administration and focus on growing their business.

Also Read: OnePlace Solutions Launches add-in for Microsoft Outlook on Android

Through providing the end user with the easiest and most flexible way to pay, Sage customers are enabled to avoid late payments and maintain cash flow. With recent studies showing that small businesses spend up to 120 days a year on administrative tasks, and up to 15 days spent chasing late payments, this couldn’t be more important to help improve the productivity of businesses across the United States.

Seamus Smith, EVP Worldwide Payments & Banking at Sage said, “Today’s launch is another great technology innovation which will make getting paid even easier for our customers. We’re delighted to see the collaboration between our partners Microsoft and Stripe bringing new functionality that will reduce the burden of late payments for our customers. We know that when making a payment is made easy, you don’t have to ask twice. Automatic and digital methods that make payments as simple as ‘one-click’ help eliminate the top obstacles to getting paid on time.”

Also Read: Adobe and Microsoft Expand Strategic Partnership to Drive E-Signatures and Collaboration Among Teams in the Cloud

Mike Ammerlaan, Director, Product Marketing Ecosystem, Microsoft Corp said, “We know business owners don’t want to spend time chasing late payments – jeopardizing important customer relationships. Integrations from Sage, which make use of Stripe functionality, make the payment process easier and simpler to navigate – increasing the chance of immediate payment and reducing the administration involved around late payments. We are pleased that Sage is offering this capability to deliver a frictionless payment experience.”

Available from June 2018 for Sage Business Cloud Accounting customers in the UK and US using Stripe, with further roll-out across 2018.

Recommended Read: How Technology Is Giving the Hospitality Industry a Much-Needed Boost in Today’s Digital Age

Senior Digital Transformation Executive Arkadiusz Seredyn Joins Synerise

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Senior Digital Transformation Executive Arkadiusz Seredyn Joins Synerise
Senior Digital Transformation Executive Arkadiusz Seredyn Joins Synerise

Arkadiusz Seredyn Has Previously Held Various Senior Positions at SAS and Orange

Arkadiusz Seredyn, formerly Executive of Digital at Orange, has joined Synerise, a technology company providing Next Generation Growth Cloud-based on an Artificial Intelligence. As the Executive Vice President & Chief Commercial Officer, Seredyn will be responsible for commercial strategy and developing paths to drive business growth and market share.

Seredyn’s responsibilities at Synerise will include ownership of the customer interface and aligning strategic commercial objectives. Seredyn will make cross-functional decisions that will drive the organization towards its long-term objectives.

Also Read: Move Over Conventional SEO Conferences, It’s Time We UnGagged!

Senior Digital Transformation Executive Arkadiusz Seredyn Joins Synerise
Arkadiusz Seredyn

Seredyn has previously held various senior positions at SAS and Orange. For the last three years, he was Executive Director of Digital and Omnichannel Transformation in Orange with commercial responsibility for e-commerce, campaign management, digital development and innovation. He was previously a SAS Executive Member, where he was responsible for strategic global projects & partnership, innovations and alliance management. Mr. Seredyn has also successfully managed sales and consulting for enterprises in the communications, media and energy industries, implementing multiple Customer Intelligence and dedicated vertical and analytics solutions for many of the world’s leading brands.

“We are very excited about the arrival of Arkadiusz Seredyn and the experience he will bring to Synerise. His knowledge of the digital landscape will help to propel us to the next stage of our international expansion and further accelerate our growth. Arkadiusz is a welcome addition to our executive team and we look forward to working with him in our mission of becoming one of the biggest brands in the AI and Martech markets,” said Jaroslaw Krolewski, CEO, Synerise.

Also Read: Marketing Veteran Paula Burr Chosen To Lead DEG’s Analytics and Insights Team

Seredyn added, “Synerise is in an excellent position right now and the growth they have achieved so far isn’t surprising given the outstanding quality of the product. This is an excellent time to join and apply my experience in the digital transformation, sales and consulting and open up an entirely new level of potential.”

Synerise is a platform for using data and Artificial Intelligence to help brands better respond to the needs of their customers. These tools include automation and personalization of communication as well as price management in real time and at scale. Synerise continues to invest in intellectual property, data storage capacity and AI team expansion. Synerise was recently chosen by EY to take part in the Accelerating Entrepreneurs 2018 program for the top 30 global technology firms with the greatest potential for growth.

Recommended Read: Are Small and Local Businesses Ready for Voice Search?

Nosto Honored with Magento Thought Leader Award at Imagine 2018

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Nosto Honored with Magento Thought Leader Award at Imagine 2018
Nosto Honored with Magento Thought Leader Award at Imagine 2018

Nosto Also Secures Team “Excellence” Award with Its Agency Partner Guidance and Customer, Kate Somerville Skincare

Nosto, a personalization platform for online retailers, received the Thought Leader award at the annual Magento Imagine conference. Renowned as one of the eCommerce industry’s top events, Imagine brings together leaders who are paving the way for the future of B2C and B2C commerce. The Magento Thought Leader award recognizes the leading solution and technology partners that have delivered the greatest impact to the commerce industry over the past year. Nosto also won an Excellence award with its agency partner Guidance and customer, Kate Somerville Skincare.

Nosto’s winning content piece, “The Definitive Guide to a Supercharged Magento Store” has garnered 5,000+ views and 900+ downloads to date. It continues to fuel interest and has also spun off into a popular webinar. Nosto partnered with Magento in 2015 to scale and enhance the digital shopping experience for millions of online shoppers. Nosto’s Ecommerce Intelligence Engine uses advanced machine learning algorithms to predict and automatically deliver customers the most relevant shopping experiences in real-time wherever they are to increase customer engagement and maximize revenue potential for the retailer.

Also Read: AdRoll and Magento Commerce Announce Strategic Partnership to Help Online Stores Drive More Growth

For example, Kate Sommerville relies on Nosto to give them insight into their customers’ individual skincare needs, helping increase revenue, average order value, and online conversions. This helps the brand provide a personalized extension to the in-store consultant experience.

“We are excited to receive these two awards at Imagine–one that recognizes our commitment to our partners and customer success and the other that recognizes our high-quality thought leadership content,” said Isaac Moshe, Chief Marketing Officer, Nosto. “As a Magento partner, we continue to help our mutual customers stand out and deliver exceptional 1:1 experiences–the Excellence award, in particular, is a testament to that as it recognizes exceptional leadership, innovation and business impact.”

Also Read: Bluecore Partners With Magento Commerce for Enhanced Personalized Customer Interactions

“Our global ecosystem of partners is the backbone of Magento and help us to provide the technology and solutions that empower thousands of merchants to deliver unparalleled experiences,” said Mark Lavelle, CEO at Magento Commerce. “Their commitment to innovation has taken the platform to new heights and helped our joint customers drive growth, new business opportunities and connections with their customers. We are proud to honor their ingenuity and excellence.”

The award was presented at the eighth annual Magento Imagine conference, which brings together more than 3,000 eCommerce experts from over 50 countries for three days of inspiration, knowledge sharing, industry insights, and customer panels. Participants can also explore the latest Magento product offerings that are transforming the digital commerce space.

Recommended Read: Magento Commerce Announces Record Cloud Growth Among Mid-to-Large Enterprise Customers

bRealTime and Clearstream Merge To Form EMX- A New Digital Marketplace

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bRealTime and Clearstream Merge To Form EMX- A New Digital Marketplace

EMX Will Form More Powerful Media Solutions And Produce An Overall Lift In ROI

bRealTime and Clearstream have merged to form EMX, a new programmatic marketplace. EMX will offer media solutions across supply, demand and data to publishers, tech providers and agencies. It will also include increased efficiencies, enhanced transparency and a universal lift in ROI.

How does EMX work?

EMX works on the principle of combining services of bRealTime and Clearstream,  to be an integrated business platform. bRealTime is an automated global marketplace which specializes in solving programmatic business challenges for both advertisers and publishers. Clearstream is an important player in the security services industry with consistently high credit ratings, and it is also a leading deterministic data and decision-making platform for advertisers and brands. As an integrated business, EMX will give clients access to more audiences on all screens through a more unified supply chain.

Benefits of the merger include

  • Enhanced transparency, increased efficiency and surge in ROI
  • Companies will have a better oversight into all the programmatic activities taking place, as well as more access to how their data and strategies are performing- thus increasing transparency for both sides.
  • EMX will simplify the programmatic transaction for clients with pre-planned tools and solutions
  • Advertiser and Publisher transactions will take place in a unified space, thus giving both the groups sufficient access to seek for partners, and increasing sales both ways.

Also Read: Confirmit Launches B2B Account Health Solution

Current Scenario

Former CEO of bRealTime, Mike Zacharski has been named as the new CEO of EMX. Brian Mandelbaum, previously the CEO of Clearstream will assume the role of President and Chief Strategy Officer. Mike and Brian will lead the development of EMX’s industry-leading products which will combine supply, data and demand all into one solution.

“The digital marketplace has given marketers the power to reach and engage with consumers in seemingly limitless ways, however, with its meteoric rise, it has brought a new breed of challenges – from fraud, excessive complexity and cost, to black box behavioral data sets. With EMX, we have pioneered a new industry standard that helps solve for these issues. By bringing our proprietary tools and talented specialists together, we’ve been able to create a marketplace using best-of-breed technologies that deliver genuine ROI for both publishers and advertisers,” said Zacharski.

The new EMX business team will be supported by a skilled team of data scientists, technologists and digital media practitioners.

Also Read: Move Over Conventional SEO Conferences, It’s Time We UnGagged!

Unbounce Launches Analyzer Integration Program for PPC Marketers

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Unbounce Launches Analyzer Integration Program for PPC Marketers

The Analyzer Integration Program Will Empower PPC Marketers To Determine Tactics That Can Help Increase Post-Click Conversion Rates

Unbounce, a leading landing page and conversion marketing platform used by marketers and agencies,  announced a new Integration Program. The Analyzer Integration Program—is designed to help PPC marketers understand the effectiveness of their landing pages by incorporating with Advertising Technology platforms. This will also help insert Unbounce’s one-of-a-kind Landing Page Analyzer tool directly into their individual platforms. The Analyzer Integration Program helps in giving Adtech platforms the capability to identify and eliminate inadequately performing post-click encounters, scale-up conversion results and at the same moment, save time.

Also Read: Move Over Conventional SEO Conferences, It’s Time We UnGagged!

Adtech and SaaS

The competition in the global Adtech software market continuously is on the rise. This is when Adtech platforms are zeroing down on cost-effective methods to give their customers access to a range of post-click conversion reports and tools. Adtech platforms are now choosing to partner with flexible, similar-thinking SaaS companies such as Unbounce to support their clients with additional convenience, quality and technical innovation at no extra cost. Adtech platforms are now opting for these methods over investing in additional services or hiring niche-in-house experts. Ultimately, this will give both the Adtech platforms and the customers an edge over tough competition.

Landing Page Analyzer Program

Unbounce has decided to give Adtech platforms that join the program the ability to add the Analyzer directly to their management tool dashboard. This step has come in after the demand for Unbounce’s Landing Page Analyzer and its landing page performance reports. Customers of the Adtech platform partners will be able to run multiple unique landing pages through the tool. They will also be given recommendations on several categories like social proof, word count, mobile-responsiveness amongst others—without leaving the Adtech tool or switching pages.

Also Read: TruSignal CEO David Dowhan Joins DMA Council for Data Integrity

“Adfury’s integration of the Unbounce Analyzer within our platform is an exciting milestone for the Adfury team and our customers. As the first partner to join the program, we’re able to deliver both a heightened experience and superior results to our customers giving Adfury’s management tool a strong competitive advantage,” said Matthew Macchia, CEO of Adfury.

The Analyzer Integration Program is open to all Adtech platforms. Adfury is a self-service tool which helps PPC marketers manage lead generation campaigns in Adwords. Adfury is the first partner to join this program.

“Partnering with adtech platforms has been pivotal to Unbounce’s growth and continues to help us fulfill our mission of helping businesses create great marketing experiences. We’ve seen companies who run their pages through the Analyzer and apply the tool’s personalized recommendations to their landing pages see significant lifts in their conversion rates. We’re excited to be partnering with adtech platforms in order to bring intelligent landing page insights to more PPC marketers,” said Rick Perreault, CEO and co-founder of Unbounce.

Also Read: DiscoverOrg Expands Professional Certification for Sales and Marketing Teams

Acxiom and GSTV Partner to Measure Impact of Video Advertising

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Sudipto Ghosh
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Acxiom and GSTV Partner to Measure Impact of Video Advertising
Acxiom and GSTV Partner to Measure Impact of Video Advertising

People-Based Measurement Solution Enables Advertisers to Evaluate Spend and Leverage Insights for Future Campaigns

Acxiom has announced its partnership with GSTV to provide advertisers with the people-based measurement that will effectively quantify the impact of video advertising delivered through GSTV.

Read More: How is The Location Data Landscape Shaping Up in 2018?

The partnership leverages Acxiom’s leading analytics practice and identity resolution technologies to connect audiences and transaction data in a privacy-compliant Safe Haven® environment for analysis of fuel station video advertising campaign performance. This solution allows marketers to better understand GSTV audiences to optimize campaign messaging and targeting decisions that ultimately enhance consumers’ experiences with the brands they love.

Marketers Can Now Measure GSTV Video Advertising Performance at a Granular Level

At the time of this announcement, Chandos Quill, VP of Global Data and Strategic Alliances at Acxiom, said, “The growth of non-traditional digital media channels has brought to light the need for more effective tools to measure campaign performance at the customer level.”

Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors, following a fuel transaction.

Chandos added, “With this unique new offering from Acxiom and GSTV, marketers can now measure at a granular level how GSTV campaigns contribute to key performance indicators, such as customer acquisition, spending, and lifetime value.”

The partnership helps brands and advertisers manage the complexities of marketing measurement at the individual level, enabling more acute insights. Acxiom Analytics provides a comprehensive set of capabilities for thorough measurement of GSTV campaigns, including robust reporting and incremental lift analysis, increased speed to insights and greater opportunity for campaign optimization via this direct channel.

Read More: Interview with Eric Porres, CMO, SundaySky

The Role of LiveRamp and Location Data-based Marketing

The new offering helps brands determine whether customers were exposed to GSTV ads through person-based location data available via the LiveRamp® IdentityLink™ Data Store. Leading identity resolution technologies are then used to unify anonymized location and transaction data for a complete customer view.

The novel measurement approach allows marketers to assess the impact of GSTV’s unique video platform and control for other media exposure, enabling marketers to demonstrate the value of their GSTV media spend. It will also improve targeting and optimization by leveraging measurement insights for subsequent campaigns.

Eric Sherman, Senior Vice President of Insights and Analytics at GSTV, said, “GSTV is an addressable digital video platform that now reaches 1 in 3 American adults monthly. But reach is only part of the story – it’s quantifiable impact that matters to marketers.”

Eric added, “Our partnership with Acxiom Analytics enhances our ability to measure the impact of advertising on GSTV while deepening our commitment to advanced data solutions. We’re thrilled to be launching this joint offering and are excited about our initial collaborations with leading automotive and financial services brands.”

Acxiom Analytics is a trusted partner providing a full suite of analytics, including digital and addressable TV measurement, to many of the world’s leading brands. Fueled by deep data heritage and leading identity resolution technology, Acxiom Analytics provides omnichannel analytics and measurement solutions across the entire customer lifecycle to enable effective people-based marketing.

 

Currently, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers.

Read More: Ad Blockers: Take a Page from Video Game Advertisers 

TruSignal CEO David Dowhan Joins DMA Council for Data Integrity

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tru-signal

Data & Marketing Association’s Exclusive Group Appoints Industry Veteran To Help Decide Data Labeling Standards

TruSignal, Inc., an industry-leading predictive marketing and people-based audience business, announced that the Data & Marketing Association, or DMA, has invited TruSignal CEO David Dowhan to join its Council for Data Integrity. Dowhan has accepted the invitation and attended his first workshop in this capacity recently.

In partnership with The Advertising Research Foundation (ARF) and Coalition for Innovative Media Measurement (CIMM), DMA’s Council for Data Integrity enables the data services community to provide marketers and agencies with the insights they need to ensure that the data they are using is accurate, reliable and of the highest quality.

Also Read: Interview with David Dowhan, CEO & Founder, TruSignal

“Brands spend billions of dollars each year on identity data. They need full transparency into that data. I’m honored to join the DMA’s Council for Data Integrity to leverage my experience working with TruSignal to develop people-based solutions and identity graphs to help ensure advertisers get the solutions they deserve,” said Dowhan.

Dowhan’s experience leading strategic business units, product development and marketing analytics in executive roles at leading brands like eBureau (acquired by TransUnion in 2017), Adteractive, Drugstore.com and NextCard, Inc., is expected to help in the contribution of meaningful perspective and change in the marketing industry toward greater transparency and deeper understanding.

The council will define labeling standards for identity data similar to the standards the US Food and Drug Administration (FDA) applies to food labels – so that every marketer, agency, data provider and publisher can easily understand the sources and marketing value of their identity data.

“As the only trade association representing the entire marketing and media value chain, DMA is delighted to have David Dowhan’s business and marketing acumen on our Council for Data Integrity. DMA is uniquely positioned to bring solutions to the marketing ecosystem’s most vexing challenges, and we will benefit significantly from David’s deep understanding of people-based marketing,” said Data & Marketing Association CEO Tom Benton.

Also Read: What’s Old is New Again, Thanks to More Sophisticated Data

Acxiom Global Data Navigator Tool Unveiled for Enhanced Visibility into Global Audiences

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Sudipto Ghosh
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Acxiom Global Data Navigator Tool Unveiled for Enhanced Visibility into Global Audiences
Acxiom Global Data Navigator Tool Unveiled for Enhanced Visibility into Global Audiences

Acxiom Extends Lead in Global Data with New Offerings for Brazil, the Netherlands, and Italy

Acxiom has announced the availability of its Global Data Navigator tool for the US and international marketers. Acxiom Global Data Navigator tool marks the continued expansion of Acxiom global data coverage into Brazil, the Netherlands, and Italy.

How Brand Marketers and Agencies Could Benefit from Acxiom Global Data Navigator Tool 

Currently, Acxiom has the most expansive and compliant data offering in the world, which now encompasses more than 62 countries, 2.5 billion addressable consumers and more than 10,000 attributes—for a comprehensive representation of 68 percent of the world’s online population.

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

At the time of this announcement, Chad Engelgau, VP of products at Acxiom, said, “We continue to rapidly expand our global footprint to support our partners with the most expansive and ethically sourced data offering in the world. We are placing a significant emphasis on the integration of this data into the world’s leading publishers and ad tech platforms to transcend marketing borders.”

Data Powers Marketers to Move at the Speed of Their Always-On Customers

The self-service Acxiom Global Data Navigator tool allows marketers to gain real-time access to Acxiom’s ethically sourced data offerings worldwide. Today’s marketers need to move at the speed of their always-on customers by using global data to fuel informed, borderless marketing experiences. The ability to quickly access information about what consumer data is available globally has been extremely challenging and time-consuming for marketers.

Read Also: Content Update: Top MarTech Blogs for Every Marketer’s Platter

Users Can View Results by Geography, Category, and Services

As Acxiom continues to expand its global data services, the Acxiom Global Data Navigator tool provides brand marketers and agencies supporting their clients with an in-house portal to easily locate available data elements by country and understand which Acxiom identity and activation services are available. With this unique offering, users can view results by geography, category, and services to make the navigation of Acxiom’s global data catalog even more turnkey and actionable.

Chad added, “It’s critical that marketers have the right tools in place to quickly assess trusted global consumer data and expand their marketing reach. Our goal is to offer marketers a single-source solution for global data, identity, and activation— eliminating the pressure of having to rely on multiple vendors and to navigate varying privacy rules from country to country.”

The addition of Brazil, the Netherlands, and Italy to the Acxiom Global Solutions portfolio expands advertisers’ engagement and reach. Acxiom’s latest suite of country services empowers advertisers to access, assess and activate data in a manner that is compliant with country-specific regulations.

Brazil

The ability to reach and engage Brazilian consumers with people-based messaging is imperative for international brands that want to capture market share in the country. The launch of AbiliTec® for Brazil provides a complete identity solution with clean and standardized customer contact data at the individual and household level to provide the most precise view of Brazilian consumers across time and channels.

The introduction of InfoBase® for Brazil contains approximately 156 million unique individuals – 96% of all adult consumers and more than any other data source. Advertisers expanding efforts in Brazil now have the ability to draw from a rich demographic pool and reach 88 million consumers via email, 156 million by phone and 114 million via mobile. Acxiom’s expansion in Brazil also supports audience activation to measure online and offline audiences. The result is greater intelligence to inform ad buying decisions, better custom segmentation and more effective audience building.

The Netherlands

The marketing ecosystem in the Netherlands is unique based on its mature data protection environment. The strict data protection regulations result in solutions built at a household-level to be compliant with the local regulations.

Acxiom Netherlands Data provides broad coverage of approximately 8 million Dutch households across key demographics and also offers geo-statistical and segmentation options to organize Dutch households into key marketing groups. Acxiom’s global data ethics program is both thoughts- and practice-leading, administering ethical data use methodologies and data governance, adhering to the Netherlands’ rules for the collection, use, and sharing of data so advertisers can market with confidence country-wide.

Italy

A robust economy with rising consumer spending provides marketers with significant opportunities to target the country’s more than 52 million consumers. AbiliTec and InfoBase for Italy provide similar identity resolution and enriched customer and prospect information as Acxiom’s expanded offerings in Brazil. Advertisers can have the confidence to expand their customized data footprint across Italy and be in full compliance with the country’s data governance rules.

The trend toward borderless marketing will continue to be a top consideration for global brands. Acxiom gives marketers access to rich, thoroughly vetted and curated data so they can execute campaigns with complete confidence that they have adhered to the latest ethical data methodologies for data protection and cross-border requirements.

Currently, Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for more than 48 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant.

Recommended Read: Five DIY Activities to Become a B2B Content Rockstar

TrueCommerce Announces Unified Commerce Suite

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TrueCommerce Announces Unified Commerce Suite
TrueCommerce Announces Unified Commerce Suite

New Cloud-Based Offering Includes Product Information Management and Next-generation B2B/B2C e-Commerce Platform

TrueCommerce, a global provider of trading partner connectivity and integration solutions, has announced a cloud-based Unified Commerce Suite that provides multichannel merchants with Product Information Management (PIM) functionality and next-generation B2B/B2C e-Commerce capabilities in one offering. A component of the TrueCommerce Foundry platform, the suite enables organizations to convert visitors into buyers by delivering consistent content, in real time, while offering a versatile toolset to capture, consolidate and exchange transactional data.

“To win in today’s omnichannel retail environment, merchants must deliver compelling, consistent content that converts visitors into buyers,” said TrueCommerce president Ross Elliott. “But the process doesn’t stop there: to successfully complete the transaction and execute the flawless delivery, retailers need full control over their transactional data. TrueCommerce addresses this issue with a solution that supports a whole commerce ecosystem by connecting the entire retailer network, digital marketplaces, online storefronts and internal business systems.”

Also Read: Insite Software Delivers Greater Configurability, Enhanced B2B User Interface

The TrueCommerce Unified Commerce Suite core benefits include:

  • Increases conversions by sourcing, validating, enriching and publishing syndicated content across all channels
  • Enables Value Chain Collaboration: empowers brands and retailers to easily share product content, removing barriers for optimizing collaboration and value creation
  • Allows customers to place orders anytime, from anywhere, using any device
  • Quotes accurate shipping costs to customers during the order process
  • Uses Artificial Intelligence to determine the best location from which to fulfill an order

TrueCommerce Foundry is a broad set of unified commerce services and apps that connects customers, suppliers, channels, and systems. The new offering revolutionizes supply chain visibility and collaboration by helping organizations make the most of their omnichannel initiatives through business P2P connectivity, order management, collaborative replenishment, intelligent fulfillment, cross-functional analytics, and product information management.

The platform leverages TrueCommerce’s Global Commerce Network that includes over 92,000 pre-connected retailers, distributors and logistics service providers. A true managed services provider, TrueCommerce manages the onboarding process for new trading partners as well as the ongoing management of trading partner specific mapping and labeling changes.

Recommended Read: New Report Uncovers the Real Components of Unified B2B eCommerce

Move Over Conventional SEO Conferences, It’s Time We UnGagged!

By
Shalaka Nalawade
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Move Over Conventional SEO Conferences, It’s Time We UnGagged!
Move Over Conventional SEO Conferences, It’s Time We UnGagged!

UnGagged Promises to Shun “Over-Shared Conventional Wisdom” and “Blog-Saturated Best-Practice Lists”

If you have been looking for a way to enhance your digital marketing efforts, and see actual results, then look no further. The much-awaited UnGagged conference to be held in London and Las Vegas from 11-13 June, 2018, promises to be exactly what you need.

Designed to uncover some of the biggest and most profitable opportunities in digital marketing, UnGagged sessions explore what works, what doesn’t, and clarifies misinformation too. You no longer have to rely on those “conventional” SEO topics covered at martech conferences. At UnGagged, you get the unfiltered truth, straight from some the industry’s most prolific internet marketing professionals. And what makes it so different than the scores of other such conferences? UnGagged is unrecorded! That means a strict ‘no fluff’ and ‘no sales pitches’ policy. As an attendee, you get to implement the valuable methods you learn here before they are shared on social media and blogs.

Also Read: Marketing Decision-Makers Value Expertise & Service Offerings When Hiring an SEO Company: Survey by Clutch

Don’t take our word for it. Here’s what some of the London 2017 attendees had to say about UnGagged.

“Very well organized, with a good mix of experienced speakers; the fact that the speakers are not censored in what they can say makes for some really insightful and educational sessions. Definitely worth going if you want to know what is currently working in SEO, – Paul Hooper – ITS Management

“I’ve been in the industry for years and SEO conferences are all starting to blur into each other. Almost every speaker comes out with the same old nonsense that’s been paraphrased from the Google guidelines. I had lots of useful tips, ideas and concepts that made me want to go back and start playing with them immediately. This is what the edgier conferences used to be like before they got corporate and “safe”. Glad to see someone’s still carrying the torch for all us old skeptics and reprobates, I’ll definitely be back,” another attendee Micheal.

Register Now Use Promo Code – itech10 (for a 10% discount)

What’s UnGagged?

We’re glad you asked. UnGagged isn’t just a catchy name, it’s an ethos. A strictly enforced “no-recording” rule throughout the conference ensures that there are no videos, no leaks, and no way for anyone, except the attendees, to benefit from the valuable information divulged throughout the duration of the event.

Why does this matter? Because, while this exclusivity is an excellent way for UnGagged to sell tickets, it has a much more tangible benefit that elevates the conference above all others. The industry leaders that are speaking at the event are “UnGagged” in the literal sense of the term, which makes them much more willing (and able) to share detailed information and secrets. Like Micheal pointed out, these experts aren’t just repeating paraphrased Google guidelines, or talking about general industry trends and well-worn SEO topics; the UnGagged experts get right down to business with the actionable methods used to generate a substantial online income.

Judith Lewis, one of the experts at UnGagged London 2017, believes that UnGagged is ‘the’ conference one mustn’t miss at all.

Some of the topics that will be covered at UnGagged include:

  1. The latest and greatest SEO strategies for a mobile-first world
  2. Technical SEO
  3. Link Building: Backlinks are still important when it comes to ranking.
  4. Cutting through the Social Media white noise to drive sales and create engagement
  5. Email Marketing and GDPR
  6. Reputation Management
  7. Local SEO
  8. Affiliate Sales
  9. Conversion Rate Optimization (CRO)

Still wondering if you should be attending UnGagged? Allow us to convince you to take that step and pick up that ticket.

UnGagged offers a liberating and thought-provoking atmosphere to both attendees and experts; some of the most revolutionary digital marketing experts will provide the audiences with their most lucrative strategies and top-secret methods. And this conference is aimed at intermediate to advanced digital marketers who want to learn the latest industry insights. For three days you are going to be sitting in a room with the best and brightest the internet marketing world has to offer. Not only that, but you’re bound to bump into a few familiar names and famous faces like Dixon Jones, Greg Gifford, Jenna Tiffany, Bastian Grimm, Marty Weintraub, Aleyda Solis and more!

And no, you can’t just ‘Google’ it when it comes to learning. Let Chris ‘Kubby’ Kubbernus, Founder & CEO at Kubb&co, a Copenhagen-based digital agency, tell you why.

So this June, (June 11-13 to be specific) get UnGagged in London, it might just make you rethink SEO conferences.

Recommended Read: 10 Best SEO Names-Top SEO Agencies Selected by Online Marketing Industry

Confirmit Launches B2B Account Health Solution

By
MTS Staff Writer
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0
Confirmit Launches B2B Account Health Solution
Confirmit Launches B2B Account Health Solution

Drives Improved Business Outcomes from Greater Understanding of the Complexities Found In B2B

Confirmit has announced the launch of a new solution designed to help stakeholders in B2B organizations understand the health of their account portfolios, and manage revenue risks from the frontline through to executive management.

The solution directly addresses the toughest challenges facing Account Management and Customer Success teams in B2B organizations. These groups typically manage large client portfolios, work to aggressive targets and are inundated with data against a backdrop of competing deadlines. Account Health collates and analyses multiple data sources to guide the decision-making process.

According to Forrester in The Forrester Wave: Customer Feedback Management Platforms, Q2 2017: “Confirmit’s strengths lie in surveys, analysis, and guidance, especially for B2B firms.”

Also Read: Confirmit Promotes Claire Sporton to SVP, Customer Experience Innovation

Confirmit counts many leading B2B organizations amongst its client base including Amadeus Hospitality, Hyundai Capital America, LexisNexis and Siemens Building Technologies. The key benefits of Account Health, which is built upon this proven expertise, include:

  1. Complete visibility: Confirmit Account Health provides a unique CX “headlines” feed, highlighting the impact of CX on the most important KPIs such as revenue-at-risk. Uniquely, the solution combines feedback from Account Management teams internally with insights from customer feedback.
  2. Identify risk: The solution offers unmatched flexibility for calculating the many risk factors related to account health, based on all available customer, employee and business data sources, so stakeholders can make smarter decisions about how to improve account health.
  3. Resolve with guidance: By linking to key business metrics for B2B organizations, such as revenue renewal rate, lifetime value, user adoption or engagement, stakeholders are guided to take actions that significantly improve business outcomes.

“Businesses that sell to other businesses have unique needs – the business proposition is typically multi-faceted, the purchasing cycle longer, the customer journey more complex, and many more stakeholders are involved than in the B2C journey,” explains Claire Sporton, Senior Vice President for CX Innovation, Confirmit.

Also Read: Confirmit Supports Youth Market Research at Ungdomsbarometern

According to research by PwC, the majority of organizations agree that empowering the frontline makes for better decisions and mitigation of risk, but few are actually able to do this. With Confirmit Account Health, everyone from the frontline to the executive team can reduce revenue risk through accelerated change, driving a culture that is focused on continuously improving customer experience.

“The stakes are high,” explains Sporton. “Individual client relationships can be worth millions, so businesses need to enable the frontline to prioritize resources across their portfolio by quantifying loyalty and risk and acting on it. This is where Confirmit Account Health comes in.”

Terry Lawlor, Executive Vice President, Product Management adds: “Confirmit’s software is used to run the world’s largest customer experience programmes, and is uniquely suited to support the complex and varied needs of multi-national B2B organizations. We are looking forward to working with more of our customers to help them empower and inspire their employees to drive improvements in customer experience that help them achieve their desired business outcomes.”

Recommended Read: Confirmit Adds Machine-Learning Power and End-To-End Usability Enhancements

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