Astound Integrates with ServiceNow to Build AI-Driven Automation in Every App

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April 12, 2018

Grapevine Launches New SaaS Model for Advertisers

The New Offerings Are the Result of Significantly Streamlined Operations Focusing on Data and Managed Services for Enterprise Customers

Grapevine, the world’s leading end-to-end social media influencer marketing platform with more than 150,000 opted-in content creators reaching more than one billion subscribers, announced a new subscription-based product offering for SMB’s and agencies to help marketers fully own the influencer marketing channel.

The new offering provides advertisers with Grapevine’s entire suite of influencer tools including advanced creator identification and analysis, access to brand trends and insights, active monitoring for brand-safe verified channels, and FTC disclosure monitoring.

Grant Deken

The platform’s new influencer search functionality, called Discover, is incorporating machine learning algorithms into how it ranks influencers in order to maximize outcomes for brands and creators. “We’re analyzing thousands of collaborations to drive better outcomes for advertisers who rely on us to understand who they should engage with and for how much. This information is essential in scaling the influencer channel,” said Grapevine’s CEO, Grant Deken.

Also Read: Grapevine Acquires Google Ventures-Backed SocMetrics Influencer Platform

“The core Grapevine offering will empower marketers and agencies to own the influencer channel with a 360 suite of tools designed specifically for them,” added Deken. “We have an exceptional group of brands and marketers we are directly collaborating with to ensure we stay ahead of the always evolving needs of our partners.”
Additionally, a new Strategy & Managed Services Group (SMS) has been announced for brands that need a more hands-on solution. The SMS offering is focused on providing full-service influencer strategy and operations for larger brands.

Jed Breed

Underpinning managed services is the company’s comprehensive influencer software and millions of public and private data points collected over the last six years. “When technology and hands-on expertise come together, amazing outcomes are created. We see this as a game changer for Fortune 500 Companies who are investing or plan to invest in the influencer channel,” said Jed Breed, Grapevine’s head of strategic partnerships.

With the combination of its technology business and new managed services capabilities, Grapevine projects it will become profitable this year.

Yieldify Appoints Luke Oubridge As Chief Operating Officer

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April 12, 2018

Yieldify Appoints Luke Oubridge As Chief Operating Officer

Luke Oubridge Joins Yieldify Directly From His Role as CEO of Fintech Business Red Deer

Yieldify — the customer journey optimization company — announced that it has appointed Luke Oubridge as its Chief Operating Officer. Formerly of Red Deer and Oracle Maxymiser, Luke brings over 20 years’ experience in technology and finance.

Luke Oubridge

Luke’s experience as a leader in the technology industry includes five years at Maxymiser, where as VP EMEA he was responsible for 250 staff and two-thirds of the global Maxymiser business, sustaining a revenue run-rate of $50 million at the time of the business’s 2015 acquisition by Oracle. Luke’s background also includes over ten years at Accenture and UBM, and he joins Yieldify directly from his role as CEO of fintech business Red Deer.

Also Read: You Can’t Spell Digital Transformation Without CDP

In the newly-formed position of COO, Luke is based in Yieldify’s London headquarters and reports to Founder and CEO Jay Radia. His role will support the growth and retention of Yieldify’s 500-strong client base across Europe, the United States and Asia-Pacific, and drive Yieldify towards its anticipated year-on-year revenue growth of 100%.

Luke said of his appointment: “Yieldify has become one of the most exciting companies in this industry and this is a fantastic opportunity to help a business grow to reach its full potential. I’m delighted to be joining this energetic and driven leadership team who are set to make 2018 Yieldify’s most exciting year yet.”

Also Read: The Wrong Way to Buy MarTech

Jay Radia

Radia added: “Luke’s reputation in this industry has long preceded him – the wealth of experience that he brings with him is the perfect fit for our ambitions as a business, and we’re thrilled to have him on board for the next stage in our journey as we expand our footprint in the United States. ”

Yieldify makes it easy for e-commerce businesses to deliver customer journeys that convert, through a combination of smart and simple technology and expert strategy. We’ve delivered over 50,000 campaigns for over 500 brands on more than 1,000 websites globally, including both growing businesses and the world’s most recognizable brands, including Marks and Spencer, Domino’s Pizza, Omni Hotels and Anthropologie.

Vivial Releases White Paper on Consumers’ Changing Marketing Needs

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April 12, 2018

Vivial Releases White Paper on Consumers' Changing Marketing Needs

Content Includes Tips and Solutions to Help Companies Effectively Reach Audiences in Today’s “Now” Society and Provides Innovative Digital Solutions to Advertising Partners

Martech company Vivial released its latest digital marketing white paper, Marketing in the Age of Dwindling Attention Spans, which looks at the ways consumer behaviors are changing and how this impacts the businesses that are trying to capture their attention. The white paper addresses strategies companies should adapt to remain relevant in today’s “now” society.

Laura Cole,

“It’s no secret human attention spans are decreasing,” said Laura Cole, Vice President, Marketing at Vivial. “For businesses, this means that the ability to get the right message in front of the right audience at the right time has never been more important – or more complex.”

In its new white paper, Vivial addresses how consumer behavior online is changing in a few key ways including online searching, website usage, video consumption and tolerance for errors. They also look at the latest data to offer tips and tools that telecom companies, media organizations and franchisors can provide their SMB customers to keep relevant and successful in today’s “now market.”

Also Read: Vivial Adds Facebook Advertising to Its SaaS-Based Platform

Some of these tools and strategies provided in the white paper include:

Information now: As consumers are looking for instant, relevant and accurate information, local businesses will need to be at the top of search results. Search Engine Optimization, custom content and voice-activated search.
Speed: As attention spans dwindle, so does the patience for poorly performing or slow loading websites. Websites and digital ads that load quickly and are optimized for mobile will help capture and keep users’ attention.
Visual Content: If pictures are worth a thousand words, then videos are worth millions. As consumers view more and more video online, companies will need to incorporate video content into their advertising offerings.
Accurate Information: Consumers have less tolerance than ever for inaccurate information, and rightly so. With today’s hectic pace, there is no time for errors. Businesses of all types need to ensure everything is accurate and up-to-date – including content on websites and all directory listings.
Simple Solutions: If consumers are overworked and harried keeping up with digital information overload, businesses and marketers are even more overwhelmed trying to keep up with the multiple channels and opportunities to connect with consumers on their purchasing journey. As organizations provide digital marketing solutions to local businesses, it is essential to offer solutions that save them time while effectively reaching the right audience at the right time.

“Our goal is to provide businesses with adaptive solutions to address consumer behaviors in light of the digital transformation,” said Cole. “Whether that is done directly to local businesses or indirectly through our reseller channel, Vivial helps navigate this new landscape. With more information available than ever, from more sources, accessible from multiple devices, it is critical businesses have a partner they can trust to reach audiences in new and innovative ways.”

Tips on Selecting the Right Martech Tools to Prove Sustainable ROI

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April 12, 2018

Tips on Selecting the Right Martech Tools to Prove Sustainable ROI

Full Circle Insights’ CEO, Bonnie Crater Offers Her Views on How to Select the Right Martech solutions for Better, Integrated Marketing and Sales Campaign Optimization

Generating new sales opportunities is a tough business challenge. And, most marketing and sales teams rely on Martech tools to beat the blues. A recent study revealed that 91% of all marketers consider Account-Based Marketing as a necessity to integrate marketing and sales departments. Yet, despite the integration of the two departments, proving the relationship between marketing and sales generation remains a challenge. In 2018, marketers are better driven to close the gap between data and insights to elevate marketing and sales performance for higher revenue generation. That’s where Full Circle Insights helps to connect leads to accounts in your CRM with it’s smart, self-customizable matching technology.

Bonnie Crater, CEO, Full Circle Insights, believes this is because the current technology tools marketers are using are leaving gaping holes in their data. With marketers struggling to choose the right martech platform for their business, they’re missing out on how easy it can be to prove marketing ROI and increase lead generation.

We spoke to Bonnie to better understand the most contemporary tactics used by CMOs, to build their lead-generation campaigns in 2018, using the right martech tools. Here are her tips for selecting the right martech tools to prove ROI.

The State of Lead Generation in 2018

Are Marketers More Focused on Lead Acquisitions over Lead Generation Campaigns?

We continue to expect marketing to grow their focus on data.

While the demand generation function continues to evolve, we feel that dividing the function into lead generation and lead acquisition is splitting hairs and defocuses from the overall objective to generate high-quality demand for offerings that result in new sales.

When CMOs work with colleagues to achieve the company’s revenue targets, they must be able to collaborate with sales leadership to identify goals and determine the average deal size, lead volume, and velocity needed to meet the objectives.

Demand generation information from historical data provides signals to help marketers understand sales velocity and collaborate effectively with sales to achieve objectives via lead generation. Using historical data, CMOs need to have the capability to determine the Conversion Rates based on past performance and identify what they need to do (For example, how many leads to generate, optimal sales cycle, etc.) to meet their objectives.

The Biggest Challenges to Choosing the Right Martech Stack in 2018

The top challenge is that too few marketing leaders are considering the importance of aligning their data with that used by the sales team. To operate as data-driven organizations, marketing and sales need a common source of data truth. But too often, marketing chooses martech solutions that aren’t compatible with the de facto revenue reporting system top companies use — Salesforce or other CRMs.

So, when marketing presents its data to the C-Suite, there’s a credibility gap because it doesn’t match up with the system everyone else uses. To solve this problem, marketing needs to choose martech solutions that are integrated with their CRM platform so that everyone is using the same data source — and marketing also gets a seat at the strategy table.

The Growing Importance of Customer Data Platforms in Unifying Marketing and Sales Technologies

Marketing and sales need a single source of data truth, and companies are already using their CRMs as a CDP. Cooperation between marketing and sales teams is more important than ever. Since prospects tend to show up on sales’ radar later in the buying process, marketing must shoulder greater responsibility for nurturing leads further down the sales funnel. That’s why we advocate using Salesforce or another CRM as a core part of the martech solutions stack.

Marketing data from virtually any source can be integrated with the CRM platform and used to create a unified view of customers, which is the key function of a CDP.

Plan Your Data Management Strategies

The Role of Automation Technologies and Vendor Platforms in Integrating with Top-End Data Management Platforms

Marketers should acknowledge that we’re in the middle of a sea change, a transition to a new way of producing what I call the “Insights Economy”. Data is the raw material we’re refining into insights, and the quality of our work depends directly on the quality of the data we use to create insights. That’s why it’s so important to have a single source of data truth.

Our recommendation is for marketers to look for martech solutions that are built natively on the platform used by many companies as their sales management and revenue tracking tool: the CRM platform.

Adoption of Data Science and AI/Machine Learning in The MarTech Stack

Data science and machine learning are tremendously exciting, but we must keep in mind that a solid data set is a prerequisite to fulfill their promise. The old saying “garbage in, garbage out” still applies because AI, as sophisticated as it is, is a computer program.

So, to capitalize on new technologies in marketing, CMOs must ensure that they get the most complete and accurate data on marketing campaign performance. The AI technology I’m watching closely is Einstein from Salesforce, which provides predictions and recommendations based on unified data.

Equitymaster India Selects Brightcove to Stream Online Video to 1.7 Million Users

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April 12, 2018

Equitymaster India Selects Brightcove to Stream Online Video to 1.7 Million Users

Equitymaster, a Leading Indian Financial Publisher Adopts Video Strategy to Engage With Users Across 72 Countries

Brightcove, the leading provider of cloud services for video, recently announced that Equitymaster, a financial research publisher based in India, has selected the Brightcove video platform to manage and stream video content on its website.

Equitymaster has over 1.7 million users across 72 countries worldwide. It is India’s leading independent equity research initiative and the most preferred destination for consumers interested in investing news and information. Equitymaster’s online portal features videos in a variety of content styles such as marketing content, product knowledge videos, and videos in customer newsletters.

Also Read: HubSpot and Brightcove Join Forces to Target Growing Video Analytics Space

Trupti David

“Many Equitymaster subscribers prefer a more visual presentation of information rather than reading a written article. Therefore, we are using a video-centric approach to enrich the content on our website. Video tends to create a greater impression in the minds of subscribers; As a result, it’s a powerful asset that can help boost our brand profile and increase engagement with our customers,” Trupti David, Customer Engagement Manager at Equitymaster, said. “We selected the Brightcove video platform because of its robust analytics and bundled content delivery network services, which ensure the highest-quality video streaming across devices. Our parent company, the US-based Agora Group, also uses the Brightcove platform.”

Since 1996, Equitymaster has been the source for honest and credible opinions on the Indian stock markets. With solid research and in-depth analysis, Equitymaster is dedicated to making its readers- smarter, more confident and richer every day.

Also Read: Brightcove and FORA.tv Partnering to Provide Full-Scale Live Video Technology and Production

Ben Morrell

“Equitymaster recognizes the power of video as a content medium for its members, and here at Brightcove we certainly share in that belief,” Ben Morrell, general manager, Asia at Brightcove, said. “We’re excited to see Equitymaster leverage our video platform to deliver high-quality video experiences to its user base of 1.7 million and to witness the powerful results of their new video-centric approach.”

Brightcove Inc is the leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices.

Zaius Scoops $30 Million in Series B to Further Develop B2C Marketing Tech Ecosystem

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April 12, 2018

Zaius Scoops $30 Million in Series B Round to Further Develop B2C Marketing Tech Ecosystem

Latest Investment Comes as B2C CRM from Zaius Replaces Siloed, Legacy B2C Marketing Technology

Zaius, a leading CRM built for B2C marketers, announced that it has raised $30 million in a Series B investment round led by Insight Venture Partners. Previous investors Matrix Partners, Underscore VC, and Leaders Fund also participated in the round. Bringing its total funding to $50.8 million, Zaius will use this investment to further develop its partner and developer ecosystem, as well as expand its platform functionality.

Mark Gally, CEO, Zaius, said, “Marketers today need an application that allows them to do the entire marketer’s workflow in a single platform – from opportunity discovery to lifecycle management to content and campaign creation. B2C CRM alone can do that. We’ve always prided ourselves on being a nimble company that exceeds our customers’ expectations, and with this funding, we’re able to devote even more resources to this mission. This is the end of siloed, legacy technology.”

Currently, Zaius solves a critical problem that plagues today’s marketers. Data and action are often siloed in two systems: analytics and customer data platforms that are owned by analysts and managed by IT, and marketing automation systems such as email service providers that are designed solely to run campaigns and lack the data to give a complete view of a customer’s activity. Zaius merges these systems into one platform that is owned by marketers, dramatically increasing revenue per message and customer reach.

At the time of this announcement, Jurgen Nebelung, Vice President of E-Commerce and Digital, at Tea Forte, said, “Before Zaius, we were over-investing in multiple marketing vendors that weren’t well integrated. This led to siloed data and a disconnected customer experience. Zaius brought our data into one place, delivering a complete view of how shoppers are engaging with our brand whether it’s on web, mobile or email. And, with Zaius’ campaign capabilities, we immediately turn these insights into messages that our customers have found more relevant, timely and personalized. The ROI has been impressive with a 20X return on the spend.”

Household names and growing brands like Scotts Miracle-Gro, Anheuser-Busch InBev, Burt’s Bees Baby, Moda Operandi, Optoro and more, are generating dramatic ROI as a result of Zaius’ B2C CRM. The company grew over 300 percent in 2017, and expects to continue this momentum as marketers are looking for alternatives to their legacy data systems and email providers, and opting for a solution that delivers the data needed to understand their customers combined with a seamless, unified campaign workflow.

Nikitas Koutoupes, MD of Insight Venture Partners, who also joins the Zaius board of directors, said, “B2C marketers have realized that by managing personalization, lifecycle automation, segmentation, optimization and attribution in a single platform, they can boost revenue per message by over 33 percent and expand reach by up to 50x. Our investment in Zaius demonstrates a transformation in the industry as marketers are demanding to own the data, the insights and the activation tools that drive their results instead of relying on IT and analysts. Zaius is at the forefront of delivering that with B2C CRM.”

With new funding in its inventory, Zaius could further empower B2C marketers with complete control of customer data and the tools and insights to help better understand why and how their customers’ shop, leading to increased repeat purchases and higher customer lifetime value.

Punchh Scoops $20 Million Series B Funding to Boost AI-driven Restaurant Marketing

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April 12, 2018

Punchh Scoops $20 Million Series B Funding to Boost AI-driven Restaurant Marketing

Restaurant Industry’s Secret Weapon Moves into New Brick & Mortar Battlegrounds, Investing in AI and Machine Learning for Predictive Marketing

Punchh, a leading Restaurant Marketing Cloud, has announced a new round of Series B venture funding. Punchh raised $20 million in funding led by Sapphire Ventures, which funds category-leading growth technology companies, with participation from Cervin Ventures, bringing their total funding to $31 million. The funds will be used to expand the Punchh Marketing Cloud to new industries and roll out predictive marketing capabilities using AI and machine learning.

Punchh is also releasing a new product, Punchh Acquire, which converts anonymous customers into brand loyalists through a broad array of channels including Wifi, SMS, social platforms, Apple Pay, eClub and others. The new Punchh Acquire product, previously available only as a Private Beta, is now available to all Punchh customers and is currently being rolled out by Del Taco, Noodles & Co., Pei Wei, Focus Brands, and others.

Punchh’s new AI and machine learning tools will empower brick and mortar retailers with the same data-driven, omnichannel marketing strategies that have allowed digital merchants to continually gain market share. By enhancing the Punchh marketing platform with intelligent and predictive consumer profiles, marketers at every level can create impactful, custom campaigns and offers across national, local, or even weather-based strata.

Punchh is the only marketing solution in the world to combine this array of Omnichannel marketing opportunities with AI-driven marketing.

At the time of this announcement, Shyam Rao, CEO and co-founder of Punchh, said, “Companies like Amazon have digital, data-driven, and tailored 1-1 marketing down to a science, while brick and mortar retailers are left data-blind and forced to spray and pray – they don’t learn from your past purchases, can’t recommend products they know you’ll buy, and they aren’t able to send the right offers to you at just the right time.” said

Shyan added, “Consumers that choose to do their shopping online as opposed to going to the store aren’t lazy – online retailers are simply doing a better job at knowing their customers and keeping them loyal with delightful and customized shopping experiences.”

Rao added, “The tools to compete with Amazon do exist and, as Punchh customers like Pizza Hut and Coffee Bean and Tea Leaf can attest, brick and mortar retailers now have the tools to identify customers, predict behaviors and execute custom campaigns on the fly that fundamentally increase lifetime customer value.”

Punchh dominates the restaurant marketing world with customers including Pizza Hut, Quiznos, Smashburger, Del Taco and The Coffee Bean & Tea Leaf. In addition to the fundraising event and product launches, Punchh has announced the intention to broaden their focus beyond the realm of restaurants and into new vertical markets including Health & Beauty and Convenience Stores, with more to follow. As part of the push into new markets, Punchh is also announcing the launch of Fantastic Sams hair care along with TruFusion, a wildly popular chain of Yoga, Pilates, Barre and Cycling health and fitness stores.

Also Read: Cisco, Olav Thon Gruppen, Samsung, Moleskin Among the Winners of 2018 Markie Awards

Jai Das, Managing Director, Sapphire Ventures, said, “Punchh is already a global leader in digital marketing solutions for restaurants, which alone would be a fantastic reason to invest in the company. But, the scope of their technology goes far beyond just restaurants and encompasses all brick-and-mortar stores with a POS. We are excited to bring our global network and expertise to help the Punchh team scale their platform to meet the massive, global opportunity of providing Amazon-like customer insights to brick-and-mortar retailers.”

Punchh’s network of restaurant customers includes more than 100 restaurant chains across the globe, representing more than $12B in annual spend by 35 million consumers. Leading restaurant brands have already deployed the new Punchh Acquire product during its Beta test period, including Del Taco and Noodles & Company. Beyond the thousands of restaurants marketing via the Punchh network in the United States, Punchh products are employed in markets as varied as India, Australia, New Zealand and the United Kingdom.

Currently, Punchh is a leader in innovative digital marketing products for brick and mortar retailers, combining AI and machine learning technologies, mobile-first expertise, and Omnichannel communications designed to dramatically increase lifetime customer value.

Also Read: Mintigo Teams With Oracle to Enable Sales with AI Powered Prospecting Applications

Digital Platform Joomag Expands Operations into China

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April 12, 2018

Digital Platform Joomag Expands Operations into China

China’s Booming Tech Sector Prompts Expansion of Award-Winning Digital Platform Joomag

Joomag — the all-in-one digital platform complete with integrated content marketing, digital publishing, corporate communications, and sales engagement solutions — is expanding its operations into China, the company announced recently.

Headquartered in Silicon Valley, Joomag features a unique, SaaS-based platform coupled with its flagship Crater Editor. The interactive content creation tool is used by more than 500,000 businesses worldwide to create, distribute, track, and monetize digital content from a centralized platform, boosting productivity in the process. Joomag has already expanded its services into Europe and the Commonwealth of Independent States, establishing regional offices in Munich and Moscow.

Ruben Vardanyan

“We’ve been eyeing the Chinese market for quite awhile now,” said Ruben Vardanyan, founder and CEO of Joomag. “China’s economy is one of the world’s largest emerging markets and presents a promising opportunity for many international companies. It’s a chance for us to accommodate both Chinese and international businesses. For example, Joomag is a great tool for small and medium-sized Chinese businesses who need help digitizing their marketing, digital publishing, corporate communications, or sales operations. But companies in other international markets can use our platform to globalize their services and reach new Chinese audiences, too. It’s a win-win situation. We’ve taken every step necessary to ensure we comply with all laws and regulations in China. Now, we are ready to go.”

Also Read: Digital Marketing Spend Is $10,000 or Less for Nearly Half of Small Businesses

Gevorg Grigoryan

Gevorg Grigoryan, General Manager of Joomag’s newly established office in Shanghai, echoed Vardanyan’s sentiments: “Over 77 million companies operate in China. And with that number increasing every day, it’s en route to becoming a tech superpower that rivals the United States itself. For any growing company with overseas aspirations, China is the ideal destination to expand in. There’s an opportunity here that we simply cannot afford to miss.”

China is the world’s largest eCommerce market, setting benchmarks for current and future global retailing initiatives. With a mobile-first consumer approach, innovative social commerce model, and trusted digital payments infrastructure, the country’s explosive tech market growth has piqued international interest. And for innovative tech companies like Joomag, China’s progress has unearthed entirely new niche markets waiting to be filled. “With Joomag’s innovative sales engagement and content marketing solutions,” says Grigoryan, “Chinese e-marketers can distribute various catalogs and other materials to millions of consumers in an easy-to-use format.”

Also Read: 60% of Enterprise Marketers Set To Use Artificial Intelligence (AI) in Content Marketing Strategy This Year

Currently, Joomag offers comprehensive digital solutions for the following 4 sectors, all of which Vardanyan assures can adapt to the Chinese market:

Digital publishing: Online education, music, and e-books comprise the “Big 3” of China’s digital publishing industry. E-books are the fastest-growing division of online bookstores in China, and with the country forecasted to become the world’s largest digital market by 2018, publishers can leverage Joomag’s platform to create and deliver impactful online content to readers. Joomag offers 3 different EDU plans and services over 10,000 educational institutions worldwide. Publishers are also able to add audio and music files to their interactive content.
Sales engagement: China’s e-commerce sector continuously sees double-digit growth year after year. Consumers are invested and spending confidently, suggesting that consumption will only continue to increase. With Joomag’s built-in analytics, businesses can continue to ameliorate the user experience by mining valuable user insights and identifying pain points. “With content usage data, businesses can quickly resolve customer problems by learning what they do and don’t like,” explains Vardanyan. “Page views, average session durations, link clicks– metrics like these help users fetch insights and optimize web content for more conversions and engagement.”
Corporate communications: According to China Daily, an astonishing 12,000 new companies were registered in China every day in 2015. The boom, attributed to deepened reforms in the business sector, has also left millions of new workers in need of a comprehensive communications platform. With large-scale collaboration and user management tools, Joomag provides a tailored internal communications program, allowing companies to communicate with their employees, the public, and important stakeholders more effectively.
Content marketing: Mass appeal has pressured marketers in China who, in an effort to attract nearly 1.5 billion consumers, are often forced to compromise content quality and longevity. For Vardanyan and the Joomag team, the dilemma was a familiar one. “They’re pressured to create content on a regular basis; we know what that’s like. A handful of our existing clients have worried about diluting their core values and content by trying to appeal to everyone quickly. But our platform prioritizes quality and quantity, meaning users can pump out great online content without sacrificing anything at all. In the long run, our goal is to help businesses promote their services within a more sustainable content marketing framework.”

From imitator to innovator, the tide has undoubtedly turned in China’s favor. Its evolution into a consumer economy has accentuated the country’s new internal-oriented focus. In turn, companies like Joomag seeking to expand abroad and penetrate more markets are establishing international footholds by providing services of value to millions of consumers. For China, then, the future of interactive marketing, sales, publishing, and communications is looking very bright.

MightyHive One of Five Companies in US Certified for Google Attribution 360 Beta

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April 12, 2018

MightyHive One of Five Companies in US Certified for Google Attribution 360 Beta

Helps Enterprise Marketers Decipher Digital Media Attribution with Unprecedented Accuracy

MightyHive, the premier Programmatic Solutions Partner, announced that it is one of the exclusive groups to receive certification for the Google Attribution 360 platform in the US, currently in pilot with Fortune 100 customers. This key certification will allow MightyHive enterprise clients to access both programmatic media buying and attribution expertise under one roof.

MightyHive, already Google’s largest DoubleClick Certified Marketing Partner and a leading Google Analytics Certified Partner, has more than 400 clients running media through its platform. With this expertise, the company can equip brands and agencies with powerful and precise analytics revealing how paid media channels are contributing to performance. With credible insights into ad effectiveness, advertisers will be able to allocate media budgets more effectively, eliminate wasted spend, and ultimately drive stronger results.

Also Read: Google Analytics Add-on’s Leads Relationship Management is the Key to Marketing Automation Success

Google Attribution 360 taps into Google’s unparalleled user graph to offer cross-device, cross-channel attribution analysis that can be further enhanced by advertisers’ first-party campaign data. Marketers are also able to use predictive analytics to model the impact of budget changes and optimize media spend across channels.

By aggregating marketing touchpoints across DoubleClick, Google AdWords, and Google Analytics, Google Attribution 360 offers marketers a uniquely comprehensive – and ultimately more accurate – view of the relative contributions of campaigns and media channels. The data-driven attribution methodology and model-comparison features available in Google Attribution 360 also give marketers vastly superior insights when compared to outdated and misleading attribution methodologies such as last-touch.

Also Read: Jellyfish Dynamix Launches As Technology Solutions Provider for DoubleClick, Google Analytics 360 Suite and Google’s Cloud

Ming Wu

“MightyHive has developed a truly unique offering that brings programmatic media buying and data-driven attribution under one roof. With Google Attribution 360, we can bring game-changing insights to advertisers who expect greater clarity than ever before into how their media dollars are influencing performance,” said Ming Wu, Chief Revenue Officer at MightyHive.

In addition to its existing Google Analytics 360 service, MightyHive will offer Google Attribution 360 on a managed-service basis.

I-COM Announces The 2018 Award Winners at I-COM Global Summit

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April 12, 2018

I-COM announces the 2018 Award Winners at I-COM Global Summit

IBM, Omnicom Media Group, Barclaycard and Mindshare Were Among the Winners Announced Yesterday, April 10th, at the I-COM Global Summit 2018 in San Sebastian, Spain.

The I-COM award winners were announced on April 10, during one of the most anticipated parts of the I-COM Global Summit 2018: the I-COM Gala Awards Dinner. The 9th edition of the world’s leading marketing data & measurement strategy event is being held in San Sebastian, Spain, gathering the brightest of the Smart Data Elite to discuss and network under the theme of ‘The Reality Disruption Field’.

From the application of data science in the real world to its use in the promotion of social good, the summit’s attendees have been engaged in highly productive sessions and debates about the current state and future trends of the marketing data industry.

Andrew Douglas

“Last night was a fantastic win for not just our team but the whole of IBM. We are lucky at IBM to come from a culture of data testing and optimization, whilst here at I-COM, we are surrounded by the world’s leading authorities on marketing analytics data and data science. I am not only delighted by the IBM win for our data visualization and data creativity work but am also proud at the contribution that IBM and our agency partners made to so many of the outstanding presentations that were finalists and winners in the awards”, said Andrew Douglas, VP Data Analytics & Data Driven Strategy CHQ, IBM, USA.

Also Read: I-Com Global Summit 2018 To Feature Speakers From Warner Bros, Facebook, Vodafone And Unilever

I-COM announced this year’s winners of the Data Creativity Awards, Data Science Hackathons, Data Startup Challenge and Smart Data Awards. They are as follows:

I-COM Data Creativity Awards

The objective of this competition is to acknowledge the most creative people and companies in achieving business value and ideally, competitive advantage for their clients by leveraging value from data.

Overall & Data Visualization Category Winner – IBM, USA
General Category Winner – Omnicom Media Group and NIKE, China
Artificial Intelligence Category Winner – Amplero and Sprint, USA
Attribution Category Winner – Flashtalking, Integral Ad Science & Tapad and Dish Networks, USA
CRM Category Winner – Wunderman and Shell, UK
Mobile Category Winner – GroundTruth and Outback Steakhouse, USA
Programmatic Category Winner – Cadreon & Universal McCann and BMW, USA
Emerging Market Regions Award Winner – Mindshare and Hindustan Unilever, India

I-COM Data Science Hackathons

The 4th edition of the I-COM Data Science Hackathons had two simultaneous challenges, which were focused on solving real problems and achieving results that would normally take months of work to accomplish or replicate. Intel and Lufthansa were the sponsors of the 2018 challenges.

The 2018 Intel challenge
Tier 1: Overall Winner Masters – Ekimetrics
Tier 2: Overall Winner Scientists – Havas Media Group (Dbi)
The 2018 Lufthansa challenge
Tier 1: Overall Winner Masters – Mindshare International
Tier 2: Overall Winner Scientists – Universidad Carlos III de Madrid (UC3M) / Team B
Domo Data Storytelling Award- IE University – Team PintxoData

I-COM Data Startup Challenge

The 6th edition of the I-COM Data Startup Challenge showcased top Startups from around the world that are leveraging value from Marketing Data & Measurement as the central selling point of their product or services.

Overall, Emerging Market Regions Award & Artificial Intelligence Category Winner – Thematic, New Zealand
General Category Winner– MeasureMatch, UK

I-COM Smart Data Awards

The Smart Data Awards are an indication of a company’s overall ability in Marketing Data, aggregating the top scores achieved in the I-COM Data Creativity Awards and I-COM Data Science Hackathons to reveal the winners.

Marketer of the Year – Barclaycard International
Smart Data Agency of the Year – Mindshare
Smart Data Agency Network of the Year – GroupM

Recommended Read: What We Learned from Our I-COM Blockchain Review

How Can Companies Deliver Amazing Customer Experience: Four Big Ideas from Adobe Summit 2018

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Ralph Robertson

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April 12, 2018

Big conferences are fascinating. Premier events such as Adobe Summit evolve over time, growing in size and morphing to respond to the needs of their attendees. The best shows bring together both thought leaders and practitioners — connecting gurus who analyze trends to forecast what’s ahead with those who make stuff happen with the existing tools and tactics.

I’ve watched Adobe Summit advance over the past ten years and this year’s conference was no exception. Over 13,000 digital marketers, advertisers, analysts, and publishers — from C-level executives to channel managers — packed the halls. They came from some of the biggest and best-known names — seventeen of the top twenty technology companies, all of the top ten financial services firms, and eight of the top ten retailers.

Adobe built a show focused on one of the most pressing needs of organizations today: customer experience. Adobe promised to deliver “the latest strategies for building campaigns, managing your advertising, and gaining data insights, so you can deliver amazing customer experiences.” Many of the sessions addressed becoming an “experience business.”

From the conversations I had with folks throughout the weekend, delivering “amazing” experiences is forcing companies to rethink structure, product delivery, and of course, marketing. Several key themes emerged.

Also Read: How Integrating Artificial Intelligence in B2B Marketing Can Scale Your Business

Here are four of the big ideas on everyone’s minds at Adobe Summit 2018.

Digital Transformation is Still a Work In Progress

Marketing has never been more exciting or more challenging. Digital transformation has changed the playbook and a number of brands feel like they’re still coming to grips with the possibilities of this new landscape.

New technology has transformed many industries permanently, perhaps none so much as marketing. Digital innovation has created a new set of challenges and opportunities for marketers as they integrate advanced capabilities into traditional strategies and tactics.

Yet some marketers have failed to keep up. They rely on traditional approaches and old school thinking that simply don’t meet the demands of the era. The professionals at the Summit were there because they realize it’s not enough to fall back on what worked twenty, ten or even five years ago.

Marketing to Real People is the Future

The growth of digital has given rise to a new category of addressable channels: online display ads, video, social media, paid search, digital TV, and email. These channels offer individual, user-level data so that marketers can track more touchpoints in the consumer journey than ever before.

Estimates of how many people might have seen a brand’s message have given way to knowing the location, device, time, browser, and action of every consumer touchpoint online.

But with opportunity comes responsibility. Consumers expect brands to know them and to design content that is personal, relevant, and useful. They also, rightly, demand that their data be properly protected and used appropriately.

“Companies are challenged to deliver engaging, highly personalized content that builds a positive, emotional connection during each customer interaction — regardless of the device or channel — and do so at a high velocity,” said Aseem Chandra, Adobe’s Senior Vice President for Adobe Experience Cloud.

This is people-based marketing and it requires a whole new set of technologies, resources and capabilities to be done well. Many Summit attendees were there to learn the latest tools that will help them make this shift.

Also Read: You Can’t Spell Digital Transformation Without CDP

Customer Experience is Creating a New Roadmap

The marketers I spoke with are on-board with the new paradigm and working hard to steer in this direction. They want to give their customers compelling experiences wherever they touch their brands. But the sheer number of online channels — websites, social media, apps — and offline channels — stores, kiosks, call centers — make telling a consistent story really challenging.

Today’s engagement path involves multiple channels, but consumers don’t distinguish between online and offline. They just want a seamless experience from their mobile device to the desktop to an in-store visit.

Forrester Analyst Erna Alfred Liousas summed this up simply: “Today, B2B and B2C customers observe a brand’s overall experience, not simply select products or touchpoints.”

Yet many marketers struggle to correlate online activity with point of sale purchases, in-store sales and other offline conversions – especially when pre-sale offline engagements can quickly add up to dozens or even hundreds of interactions.

Summit participants seemed to know that without the ability to bridge the gap between the digital and physical world, it’s impossible to optimize marketing and advertising tactics to drive different online and offline success criteria or effectively manage the total consumer experience

Decisions Must Be Data-Driven

The marketing pros at Summit have their foot on the gas pedal. They are well aware of the challenges they face and are harvesting all the intel they can to overcome them. The scale of many of their organizations makes this a daunting task, with some having databases of millions of customers.

These marketers have amassed greater quantities of audience and interaction data than ever before. Their task is to integrate multiple data sources, mine them properly, and to leverage the data to produce actionable insights. Only then can they deliver compelling experiences across every channel that will give them a competitive edge and earn their customer loyalty.

Also Read: How AI is Driving a New Era of TV Advertising

Kochava Named LINE Ads Measurement Partner

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April 12, 2018

Kochava Named LINE Ads Measurement Partner

Kochava Customers Can More Effectively Target and Measure Their LINE Ads Campaigns in the Japanese Market

Kochava Inc, the industry leader providing holistic measurement solutions for mobile and connected devices, announces the ability to measure ads displayed with the LINE Corporation, a smart portal provider based in Japan.

LINE joins the industry’s largest network and publisher integrations with Kochava. Marketers can now apply the same granular tracking on the expansive inventory that LINE provides. LINE boasts more than 200 million global monthly active users on their messaging platform. Kochava customers can broaden their audience reach and measure on the popular platform.

Also Read: Kochava Introduces Intelligent Consent Management Technology To Streamline GDPR Compliance For Marketers

James Benoit

“This partnership marks another step in giving global marketers using Kochava access to the largest regional audiences,” said James Benoit, senior manager of product operations at Kochava. “Anyone running ads with LINE will see an immediate benefit in their marketing analyses by having the ability to measure data from such a significant platform.”

The Japanese market has one of the fastest growing gaming markets, bypassing the U.S. in recent years, according to Games Industry Biz. Marketers can now better measure their marketing efforts on Japanese audiences with real-time analytics and attribution, audience targeting capabilities, push notification tools, and searchable directory of media partners with Kochava.

Also Read: Kochava Announces Engagement Push Notifications

Advertisers use a special admin panel to set the details (including budget, time period, user attributes, and creatives) and make bids, and the LINE Ads Platform system chooses an ad and shows it to users. By switching to a performance-based ad system, many more businesses are now able to post ads, which they were previously unable to do due to limitations on the numbers of slots, or for budgetary reasons. Further, since advertisers can monitor their ad displays, their effects, and other details as they operate their ads, they can conduct promotions with limited budgets and distribute ads to fit sales prospects, goal achievement rates, and more.

The LINE Ads Platform is a performance-based ad platform for services related to the LINE messaging app operated by LINE Corporation. The service went into full-scale operation in June 2016 when it started distributing ads to LINE Timeline and LINE NEWS.

Recommended Read: The Two Mobile Trends That Cannot Be Denied

Oracle’s Moat Unveils New Invalid Traffic Detection Capabilities for Enhanced Brand Safety

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April 12, 2018

Oracle's Moat Unveils New Invalid Traffic Detection Capabilities for Enhanced Brand Safety

Oracle’s Moat Achieves Rigorous MRC Accreditation for SIVT of Desktop and Mobile Web Traffic
Moat’s Advanced Functionality Uses Insights from Oracle’s Proprietary Data Assets to Help Identify Bots & Other Invalid Traffic

Oracle’s Moat has announced new capabilities to detect invalid traffic, including traffic from sophisticated bots designed to look like consumers. Moat’s new functionality utilizes insights gained from Oracle’s proprietary data assets, including its Zenedge and Dyn acquisitions. Currently, Oracle’s Moat is branded as a SaaS analytics measurement provider for marketers and publishers that is part of the Oracle Data Cloud.

Highlighting the importance of these efforts, Moat also announced it has achieved the rigorous accreditation standards set by the Media Rating Council (MRC) for its desktop and mobile web Sophisticated Invalid Traffic (SIVT) detection.

Oracle’s Moat Would Target Complex Sources of Invalid Traffic

Jonah Goodhart

At the time of this announcement, Jonah Goodhart, SVP of Oracle Data Cloud and Co-Founder of Moat, said, “Collaborating with teams across Oracle has given us access to proprietary intelligence and approaches that uniquely position us to deliver even deeper insights for our customers and help drive business outcomes.”

Jonah added, “Along with our MRC accreditation, this strengthens the value of our invalid traffic detection capabilities as we continue equipping brands to make smarter decisions, improve transparency and move our industry forward.”

In addition, Moat has been granted accreditation by the MRC for its detection of SIVT across desktop and mobile web. The milestone comes at a more crucial time than ever, as sources of invalid traffic have grown in complexity over the past year.

In accordance with MRC guidelines, Moat’s platform includes a new breakout of GIVT (General Invalid Traffic) and SIVT rates to give publishers and marketers an extra level of insight into traffic sources. These metrics are mutually exclusive, filtered first for GIVT before reporting SIVT.

Other enhancements to Moat’s platform arm brands with advanced metrics, including:

– Hidden Ad Rate — As part of Moat’s SIVT detection, this metric quantifies ads that are hidden from users for the entire duration of an impression, including the detection of different types of Hidden Ads.

– Session Hijacking — Another component of Moat’s SIVT detection, this metric detects manipulated human activity, such as when a user session is forcibly redirected to another website, tab, or app store.

– Invalid Domain Rate — An update to Moat’s Invalid Domain detection captures sophisticated domain-spoofing that attempts to take advantage of marketers and premium publishers alike.

George Ivie

“We congratulate Moat on the significant achievement of earning MRC accreditation for its Sophisticated Invalid Traffic detection and filtration capabilities for desktop and mobile web traffic,” said George Ivie, Executive Director and CEO of the MRC.

George added, “With the industry focused on improving transparency and reducing waste throughout the digital media supply chain, Moat’s MRC accreditation for SIVT once again clearly demonstrates that it’s at the forefront of industry leaders in promoting high-quality digital measurement.”

Robert Stone, Senior Director, Digital Center of Excellence, Dr. Pepper Snapple Group, said, “Transparency is critical to overcoming the impact of invalid traffic. Our integration with Oracle’s Moat opens new doors to greater measurement and gives us a better understanding of how viewability metrics, media quality, and inventory integrity holistically impact the bottom line.”

Luis Di Como, Senior Vice President of Media, Unilever, said, “The threat of invalid traffic impacts the overall health of our ecosystem. Now more than ever we need technology offerings, like Moat’s platform, that deliver greater transparency and accountability by providing advanced metrics. It’s equally important that solutions providers work with the MRC to meet its rigorous standards for traffic validation and filtration.”

What Moat Offers

Currently, Oracle’s Moat is a global analytics provider focused on making marketers and publishers more effective. From real-time attention metrics and intelligence to cross-platform measurement and new currencies, Moat offers solutions that make branding and storytelling work better. Its products include Moat Pro, which provides users with detailed snapshots of ad activity on the web, and Moat Analytics, a measurement platform that goes beyond traditional metrics like impressions or clicks to focus on attention.

In 2017, Moat was acquired by Oracle. The acquired company now remains an independent platform within Oracle Data Cloud, which uses data and analytics to enhance media for leading marketers and publishers. Some of largest brands and publishers in the world rely on Moat as a trusted provider.

ICBRKR Announces the Social Media Platform That Won’t Sell You to the Highest Bidder

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April 12, 2018

ICBRKR Announces the Social Media Platform That Won't Sell You to the Highest Bidder

The Sleek App by ICBRKR Prioritizes Privacy, Has No Ads, and Helps Others to Find Friends With Similar Interests

ICBRKR is a new social media platform that was designed with the new generation of users in mind. Recent issues with security breaches, misinformed updates, political issues and a heavy focus on advertising are turning off younger and older generations alike. The sleek app prioritizes privacy, has no ads, and helps others to find friends with similar interests. It also incorporates a highly curated list of events and things to do by date and geography, making it easy for its community to meet like-minded people in their hometown or when traveling.

Jocelyn Loo

“We wanted to redefine the way users relate to and utilize digital social networking,” said Jocelyn Loo, Co-Founder of ICBRKR. “It’s time for us to reset our expectations and only participate in a social network if it’s secure, gives more than it takes, and listens to the feedback of users. We would never sell our data and will continue to innovate only in ways that are fun AND SAFE for our community.”

Also Read: Hottest Trends in Social Media Marketing Technology For 2018

To understand perspectives of potential users, Loo and the ICBRKR team recently conducted a survey of 500 respondents regarding social media habits, expectations, and desired improvements. 48% of respondents said they slowed down or stopped their usage of some of the most well-known platforms. The most common reasons cited for dropping social media include security, privacy, excessive advertising, and limited career help. In addition, the data showed that 71% prefer to meet new people at social events with friends, 42% of those at cultural events such as music and museums. 50% said they use social media to find social events.

The app eliminates status updates, selfies, and extraneous content and focuses on a simple profile with interest categories such as Fitness buddies, Music Lover and others and members find new and existing connections through profiles, shared interests, and playlists. Events are curated by the ICBRKR team with help from members in each geography, and the app also helps members save money by partnering with select music event organizers to add users to their guest lists for complimentary entry. In support of the new platform, ICBRKR is holding special launch events throughout the U.S. featuring live guest artists and well-known figures in music, cuisine, fitness, and art, with the next events to come in New York, Los Angeles, and Las Vegas.

ICBRKR is available for free download on iOS and Google.

Recommended Read: Forget Mobile First, It’s Now Social First

ZMG | Ruckus Factory Completes Acquisition of OTT Platform Accelerated Media

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April 12, 2018

ZMG | Ruckus Factory Completes Acquisition of OTT Platform Accelerated Media

Together, ZMG and WatchMode Will Deliver Complete OTT Entry for AppleTV, Roku, FireTV, Google and Yahoo TV

Zazoom LLC (ZMG | Ruckus Factory) announced its acquisition of Accelerated Media (renamed WatchMode). WatchMode bolsters ZMG’s connected TV strategy by adding OTT platform and ad network services to the company’s successful distribution network and digital video brands including Buzz60, Veuer, Amaze Lab and TPSY. WatchMode generates more than 80 million monthly impressions across all OTT video and connected TV platforms. The acquisition creates a connected television leader in local news and weather in 50 U.S. markets.

More and more broadcasters are looking for turnkey solutions to enter the OTT space with their news and weather content. By combining WatchMode’s OTT technology and ad buying services with ZMG | Ruckus Factory’s proven content and distribution model, the combined company will offer best-of-breed solutions for media organizations looking to expand their content offerings. Together, ZMG and WatchMode will deliver complete OTT entry for AppleTV, Roku, FireTV, Google and Yahoo TV and super-serve local cord-cutting and cord-never audiences around the world.

Also Read: How GlassView’s Global Connected TV Platform is Being Embraced By Advertisers

Steve Charlier

“Today marks another critical milestone for ZMG as we transition the company from a video content incubator with studios in New York and Chicago to a multi-platform content creation, distribution and monetization company,” said Steve Charlier, CEO of ZMG.

“Our content team is already a leader in news and lifestyle video creation for digital platforms, surpassing 60 million monthly views. We are excited to bring that success to local broadcasters across a first-class connected TV experience,” said Greg Morey, EVP of ZMG.

Also Read: Videology’s Q4 2017 TV & Video Market Report Finds Connected TV Ad Requests Have Nearly Tripled Since 2015

Lesa Bannon

“We are thrilled to be a part of ZMG,” said Lesa Bannon, former CEO of Accelerated Media. “A lot has changed in the TV landscape since we displayed our first OTT app at CES in 2008. This acquisition combines our deep knowledge of the industry with ZMG’s innovative technology and understanding of local news. Our clients will benefit from upgraded apps with better features to drive higher engagement and revenue.” Bannon joins ZMG effective immediately to continue growing WatchMode’s B2B media strategy.

Demandbase Extends ABM Collaboration with Salesforce Pardot Integration

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April 12, 2018

Demandbase Extends ABM Collaboration with Salesforce Pardot Integration

Integration Combines Contacts in Pardot with Artificial Intelligence-Powered Insights from Demandbase’s Conversion Solution

Demandbase, the leader in Account-Based Marketing (ABM), announced, at the 5th Annual ABM Innovation Summit, an expanded collaboration with Salesforce to provide marketing and sales teams with more comprehensive account and contact level insight. The integration will automatically combine real-time intent data and account insights from Demandbase’s artificial intelligence (AI) powered Conversion Solution with the contact and account records from users’ Salesforce Pardot data. With this integration, marketing can enable sales teams with a complete view of each target account, including early buying signals and other insights. This integration will provide ABM teams with access to both aggregated account level insights and the activity of individuals within an account, combining behavior data on the website with insights and behavior data across the web.

Christopher Golec CEO at Demandbase — Christopher Golec

“ABM has transformed how marketing teams drive new business and retain customers. But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business. We’re excited to extend our partnership with Salesforce and give marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates,” said Chris Golec, CEO, Demandbase.

Also Read: Demandbase’s ABM Innovation Summit 2018 to Feature Sessions by Billie Jean King, Aasif Mandvi, Adam Blitzer, And Chris Golec

The integrated solution will uncover both the activity of the contact information in Pardot and the aggregated activity of account-level insights using Demandbase’s AI and proprietary IP-based data and patented identification technology. ABM teams will know when a target account visits their website, what relevant keywords and topics they are researching online, which key contacts are looking at what pages on their site, and when they’re being mentioned in the news or on blogs. These insights will be presented within Salesforce, and also be delivered via email and Slack.

Michael Kostow

“Salesforce enables marketing and sales teams to work better together, by delivering a deeper understanding of every customer. Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts. This integration with Demandbase further complements Einstein ABM, driving even more success for our customers,” said Michael Kostow, SVP & GM, Salesforce Pardot.

This new functionality will be available to Pardot and Demandbase customers in June 2018.

Demandbase is a Salesforce ISV partner, and Salesforce Ventures, Salesforce’s corporate investment group, is an investor in Demandbase.

Recommended Read: Interview with Christopher Golec, CEO, Demandbase

Bizible Unveils Bizible Discover

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April 12, 2018

Bizible Discover Is a New Product That Gives B2B Marketers Unprecedented Visibility into Marketing and Sales Performance and Revenue Generation

MarTech 150 Company, Bizible, has announced the upcoming debut of its new product, Bizible Discover, which will be generally available in early May. The leader in data-driven marketing growth with revenue attribution and planning solutions unveiled Bizible Discover to enable marketing teams with new ways to visualize and analyze their multi-touch attribution and customer journey data inside of the Bizible Platform.

With the visibility Bizible Discover provides, marketers will truly be able to make smarter decisions that grow their teams, budget, revenue, and companies.

The new product will have more granular filtering, persona-specific dashboards, and sales funnel visualizations– including golden path visualizations. Teams will also be able to analyze anonymous and known web visit, pageview, and impression data to better understand every prospect’s interaction.

Brewster Stanislaw

At the time of this announcement, Brewster Stanislaw, VP of Product and Strategy at Bizible, said, “Bizible Discover will empower B2B marketing teams to maximize success through data-driven execution. Marketers will get unparalleled insight into their funnel and customer journeys with different ways of analyzing them to improve win rate, deal size, and sales velocity. Bizible Discover will provide teams with the best possible insights to catalyze successful digital transformations and take marketing-powered growth to the next level.”

Bizible Discover will have standard dashboards that allow marketers to analyze multi-touch revenue attribution data to answer questions like, ‘What sales and marketing actions drove this quarter’s revenue?” and “How do we accelerate a prospect’s journey through the funnel?’ Bizible Discover will also have new persona-specific dashboards to help CMOs strategically manage the performance of their teams and help channel managers get the granular understanding they need to optimize performance. And finally, Bizible Discover will have new sales funnel, golden path, and velocity views to help teams better understand their impact on the sales cycle.

Demandbase Launches ABM Analytics to Transform ABM Measurement Strategies

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April 12, 2018

Demandbase Launches ABM Analytics to Transform ABM Measurement Strategies

Account-Based Measurement Functionality to Provide Comprehensive Performance Metrics for Audiences and Programs Across the Funnel

Demandbase, the leader in Account-Based Marketing (ABM), announced the launch of ABM Analytics, a new analytics functionality within the ABM platform, which leverages the company’s patented account identification technology. ABM Analytics helps marketers view the performance of their ABM initiatives across the full funnel from advertising to pipeline and revenue, to understand the progression of their most valuable accounts across the buying cycle. And unlike basic reporting tools, the new analytics functionality allows marketers to compare the performance of different audiences or account lists, evaluate the impact of specific program combinations, and even benchmark different vendors—all within a single platform. Additional layers of insights expose trend and velocity data, and surface recommendations for next best actions to drive higher conversion rates through the funnel.

Alisa Groocock

“The ability to measure and articulate the effectiveness and impact of ABM programs is important to long-term ABM success. ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly,” said Alisa Groocock, Research Director, SiriusDecisions.

Also Read: Demandbase’s ABM Innovation Summit 2018 to Feature Sessions by Billie Jean King, Aasif Mandvi, Adam Blitzer, And Chris Golec

ABM Analytics is part of Demandbase’s ABM Platform and is designed to deliver insights to decision-makers and practitioners tasked with driving an ABM strategy, from awareness and engagement to conversion and closed revenue. Using the solution, marketers can monitor the health of their ABM strategies by examining the progress of their most valued accounts through the buying cycle; create side-by-side comparisons of audiences with different revenue ranges, employee sizes or verticals to understand how their segments perform at every stage of the funnel; understand the performance of individual marketing tactics such as advertising, or direct mail, diagnose problems and opportunities along the customer journey and take targeted actions to improve performance; and build credibility throughout the organization by sharing transparent ABM progress reports.

“For years, B2B marketers have struggled to connect disparate data sitting at agencies, in their web log files and CRM to measure the true impact of their marketing programs. Our new analytics functionality leverages the best practices from some of the world’s most sophisticated B2B marketers and brings them to life for every company, no matter where they are on their ABM journey,” said Chris Golec, CEO of Demandbase.

Also Read: Interview with Christopher Golec, CEO, Demandbase

ABM Analytics connects data across advertising systems, marketing automation, content management, Web Analytics tools, and CRM systems, which gives marketers a single view into which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue. Marketers can put their performance in context using either comparison against an automatically-generated lookalike control group or any other audience. This comparison functionality provides a better understanding of which stages of the funnel are performing well, and alternately, which are underperforming against expectations so that marketers can continue to improve their ABM campaigns.

Also available within the ABM Platform is Keyword Discovery, an audience insights tool, which helps marketers identify new intent keywords and topics that prospects are researching around the web. Marketers can use these insights to inform their SEM efforts and test new keywords to capture a broader range of intent and improve cost-per-click efficiency.

Tech Industry Veteran Jeff Ray Named Brightcove CEO

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April 12, 2018