Inscape’s Smart TV Data to Integrate with 4C for Exclusive Audience Insights Across Premium Media Inventories

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January 29, 2018

Inscape’s Smart TV Data to Integrate with 4C for Exclusive Audience Insights

Marketers Can Leverage Inscape’s Smart TV Data in 4C to Target Ads on TV or Social Media to People Who Have or Haven’t Watched Particular Programs

4C Insights (4C), a data science and marketing technology company, has announced a deal with the integrated ACR from Inscape, a leading Smart TV intelligence company. Inscape provides glass level insights from nearly 8 million Smart TVs. Through this partnership, marketers can now access Inscape’s smart TV viewership data within the 4C software platform alongside additional sources of the audience and the creative intelligence.

At the time of this announcement, Jodie McAfee, SVP Marketing and Sales, Inscape, said, “4C is integrating the rich playground of social media with the billion points of data we’re generating from connected TVs every day to offer the market a new way of doing business.”

The solution provides enhanced audience targeting and analytics for premium channels including linear television, over-the-top (OTT) television, social, and digital media.

Backed by patented data science, 4C offers a suite of self-service tools for advanced planning, buying and measurement. Used in combination with other 4C data sets, the integration with Inscape enhances capabilities to:

– Define and reach new, behavioral audience segments across premium channels.

– Inform linear and digital TV planning and buying.

– Extract creative insights like TV ad stickiness and wear out.

For example, using Inscape data in 4C, marketers can target ads on TV or social media to people who have or haven’t watched particular programs, have or haven’t been exposed to particular TV spots, or those who don’t watch linear television at all.

The latest partnership with 4C comes barely days after Inscape announced their partnership with the leading DMP, Lotame.

4C is the only company to enable a unified audience strategy across TV, social, and premium video, and the only company to programmatically deploy TV data in social advertising and social data in TV advertising. 4C’s solutions are fueled by the 4C Insights Affinity Graph™, which delivers a full picture of how people behave with each other, media, and technology by mapping across 2 billion+ social media users, 200 million offline sales profiles, 10 million+ Smart TVs, 50,000 brands, 2,200 TV channels, and 41 languages.

Anupam Gupta, CPO, 4C, said, “Marketers want to deliver personalized experiences to audiences that matter, something that can only be done with the right data to inform planning, activation, analysis and optimization.’

Anupam added, “4C’s partnership with Inscape fuels an unparalleled and frictionless audience-based approach through the combination of Inscape’s second-by-second TV viewing data from millions of Smart TVs and 4C’s industry-leading TV, social, and premium video tools together in an integrated platform.”

Inscape, a wholly owned subsidiary of VIZIO, manages a rapidly growing footprint of TV sets equipped with ACR technology. Currently at 7.7 million active and opted-in TV devices and growing, Inscape’s Smart TV footprint is the largest single source of opt-in TV viewing data available to license in the United States.

Currently, 4C is a global leader in data science and marketing technology with solutions for multi-screen marketing. Brands, agencies, and media owners rely on the 4C Insights Affinity Graph™ to identify their most valuable audiences and improve effectiveness across channels.

Lack of Data Integration and Exec Buy-In Is Risking CX ROI

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MTS Staff Writer

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January 29, 2018

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Lack of data integration and exec buy-in is risking CX ROI

Confirmit Research Reveals Critical Areas That Drive Customer Experience Success

The State of CX survey, run by Confirmit and Engage Business Media, has revealed that CX professionals are right to put ROI, data integration and executive buy-in top of the CX ‘wish list’ for 2018.

The research found that despite increasing recognition of the importance of taking a customer-centric approach to business and investment in CX programmes, ROI is the biggest area of failure with only 20% of companies scoring 9 – 10 for seeing an ROI, and 14% scoring 0-2.

And, while the survey confirmed the strong correlation between executive buy-in and the setting of achievable goals and future investment, only 30% of respondents said that key stakeholders were truly invested in the goals of the programme.

Although 88% of respondents are capturing feedback from customers, too few (25%) are adding feedback from suppliers or partners into the mix. Slightly over half are collecting employee engagement feedback, but it is still too often the case that this is done as a one-off annual employee engagement activity, rather than as a continuous listening programme.

Fortunately, the research showed that those businesses integrating data from four sources scored a 31% higher ROI than those collecting from only one source.

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

Commenting on the findings, Claire Sporton, SVP, Customer Experience Innovation at Confirmit said: “Many businesses are able to provide anecdotal evidence or use key metrics to measure CX programme success, but very few are able to link the CX programme with financial results. Without the ability to demonstrate ROI, it is much harder to gain the support of the C-suite, set the right goals for the business and secure the desired improvements and culture change across the business.

“The clear correlation between data integration, lower future investment and low ROI performance pinpointed by the research highlights the very real need to not only better integrate financial, operational and customer data, but also to break down the silos of data lying stagnant in many businesses. These could be brought together in a more meaningful way to create a holistic view of the customer and encourage CX innovation,” Sporton added.

Also Read: Confirmit and Virgin Money Extend Ties for Customer Relationship Management

However, technological advances in the form of text, predictive and social analytics are now available to CX professionals to listen more effectively to all voices – not just those of the customer – across multiple channels. And there is a growing willingness to harness data from CRM and contact center records, for example, to create a much more engaging and more relevant customer, employee and partner experience.

“The implication for the CX industry going forward is that there will need to be a sea change in the skill sets required by professionals. And we need to resist the temptation to think that AI is going to solve all our problems – it’s still in its adolescent phase. Instead, the focus in 2018 should be on using the machine learning and automation that is already available to do as much of the ‘heavy lifting’ for us as possible, right now. We need to blend traditional research skills with behavioral economics. We will need to look out from behind the spreadsheet and instead of ‘measuring’ CX, harness human skills such as empathy and broader business acumen to create authentic conversations that build trust. Only then can we ‘do’ things differently and create the proactive and personalized experience that customers, employees and partners are seeking,” said Sporton.

Enabling the Multi-Screen Sports Experience

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January 29, 2018

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Enabling the Multi-Screen Sports Experience

A Look at the Network Ecosystem from the Stadium to a Global Audience

When it comes to major sporting events, it’s no longer about just watching the game. Today, thanks to innovations in network technology, fans are engaging with events on an experiential level – in the stadium, at home and on mobile devices. Now fans are the ultimate multitaskers, looking up stats during the game, posting on social media, texting their friends, and if they’re in-stadium, downloading and interacting with special content through mobile apps designed to provide an even more immersive fan experience. As one researcher put it, if there’s something happening on the first screen, there’s probably something happening on the second screen, too.

There’s a lot going on behind the scenes to create a seamless experience for sports fans – particularly with large-scale championship events. The in-stadium experience is critical, as are the elements required to broadcast the game to millions – and in some cases, billions — of people all over the world and to a variety of devices.

CenturyLink transports more than 10,000 sporting events annually and connect to 200 U.S. sports venues via their Vyvx fiber broadcast network. That business, paired with an extensive IT deployments in US sports venues has reinforced that, like the internet in general, there must be flexible, reliable and secure connectivity to deliver a winning game-day experience. And as broadcast delivery methods evolve and in-stadium needs shift, it is critical that the technology and network deployed be able to adapt to changing needs.

So what does this entire ecosystem look like?

Redefining the In-Stadium Experience

Let’s start at the stadium level. It seems like only a few years ago, having a mobile device at sporting events was useless because everyone was using the same cellular network, which meant rampant congestion and ultimately, a lot of frustration. Sports teams and stadium owners began to take a hard look at what they could do, and today, many locations have invested heavily in technology and networking architecture that not only allows for enhanced in-venue connectivity, but also for a holistic, smart/IoT-based infrastructure.

An example of this is U.S. Bank Stadium in Minneapolis, home of the Minnesota Vikings. The Vikings have some of the most fervent professional football fans in the U.S., so they were acutely aware of the need to enhance their in-game experience to meet the needs and expectations of their fans. To do that, they introduced enhanced game-day connectivity via CenturyLink’s Wi-Fi networking infrastructure. This includes an integrated IP network that enables 1,400 Wi-Fi access points, which provide connectivity for more than 70,000 mobile devices – at once. The network enables the deployment of cloud-based technology, delivering custom digital media to each display. These displays give the venue an easy and effective way to communicate with fans. In addition, the network provides for the use of analytics to gather data such as usage, bandwidth consumption and URLs visited, which can be used to customize the fan experience – particularly the Vikings mobile app – now and in the future.

Delivering the Game Beyond the Stadium

By some estimates, more than 90 percent of professional football fans have never attended a game in person, so their game-watching experience is highly reliant on the quality of the broadcast. What does it take to make that happen? Not surprisingly, it calls for a whole host of network and technology elements, not to mention teams of people to make sure everything operates smoothly.

Of course, the stakes are much higher when broadcasting a championship game or series, especially when the event is globally televised. This requires an exceptional level of pre-planning and coordination among the stadium and surrounding broadcast locations, fiber broadcast networks, TV networks, over-the-top (OTT) video providers, streaming/IP networks, content delivery networks, cable and satellite companies and last-mile internet providers. All of these parties are critical in providing sports fans across the globe with high-quality HD feeds of the game (or even 4K in some cases), regardless of where they are and what device they’re using to watch the event. This is an important point, because the use of internet-connected devices to watch TV is growing, and recent statistics point to OTT overtaking traditional TV within five years.

Also, many multitasking fans watch the game on their TVs while using other connected devices simultaneously. In 2016, there were 46.7 million simultaneous internet and TV adult users in the United States, and that’s projected to increase to 54.2 million adult users in 2018. This makes it even more critical that every party in the broadcast ecosystem deliver the high-quality experience viewers expect.

Marin Software Research Shows Substantial Increase in User Engagement for Advertisers

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MTS Staff Writer

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January 29, 2018

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Marin Software Research Shows Substantial Increase in User Engagement for Advertisers

To Create Its Q4 2017 Digital Benchmark Report, Marin Software Aggregated Data from Customers Who Invest Billions of Dollars Combined in Annualized Ad Spend on Paid Search, Display, Social, and Mobile

Marin Software Inc., a leading provider of digital marketing software for advertisers and agencies, released research findings showing a 75% increase in user engagement (measured by click-through rate) on paid search ads. The full research results, actionable tips, and key takeaways are published in Marin’s Q4 2017 Digital Benchmark Report.

It’s clear that advertisers are willing to pay a premium for this increased consumer activity, spending over 10% more on their search ad campaigns in Q4 2017 than they did in Q4 2016. Still, there’s room for improvement, as advertisers seek new strategies to ensure their advertising investment maximizes performance.

Also Read: TAG Anti-fraud Certification Will Require Publishers to Implement Ads.txt

“Machine learning is no longer just a buzzword that’s thrown around by industry pundits. We see that Google is leveraging its machine learning capabilities to match users with highly targeted ads, leading to substantially increased engagement. Activity on the Marin platform shows that advertisers are increasing spend on dynamic ad formats, like Shopping Ads, which deliver higher click-through rates and drive high-performance campaigns,” said Wes MacLaggan, SVP Marketing at Marin Software.

Also Read: Five Key Trends for Programmatic Advertising in 2018

Other key findings include:

Get the Mobile Bargain While You Can: At 53% of spend, mobile CPCs increased 25% YoY. While mobile CPCs remain discounted relative to desktop CPCs, the gap is closing rapidly. Advertisers should seize the opportunity to court customers on their preferred medium by utilizing mobile bid adjustments, but be mindful that discounted CPCs on mobile will soon dissipate.
Social Engagement Gets More Competitive: CPMs increased 44% YoY, indicating that competition for consumer attention is heating up on social channels. Yet, click-through rates have remained relatively flat YoY, which may indicate creative personalization isn’t keeping pace with consumer expectations.
Too Many Ad Groups Have Too Few Creative: In Q4 2017, there was a slight shift (3%) away from creative-heavy ad groups to creative-light ad groups. Advertisers have an opportunity to benefit from Google’s machine learning technology underpinning the newly released “optimize” ad rotation setting.
Audience Utilization Remains Low: Just 24% of advertisers have an audience KPI, despite the strong campaign performance advantage that combining audiences with keyword targeting provides.

To create its Q4 2017 Digital Benchmark Report, Marin Software aggregated data from customers who invest billions of dollars combined in annualized ad spend on paid search, display, social, and mobile. Marin only includes advertisers active on its platform for the past five quarters, measuring key performance indicators on a year-over-year and quarter-over-quarter basis and removing any outliers with significant YoY or QoQ changes.

Cision Completes Acquisition of PRIME Research

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PRNewswire

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January 29, 2018

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Cision Completes Acquisition of PRIME Research

PRIME Research founder Dr. Rainer Mathes, PhD, to lead Cision Insights

Cision announced that it has completed its acquisition of PRIME Research. Adding PRIME to its portfolio enhances Cision’s global leadership position in professional services for media measurement insights and ROI analysis for communications programmes, and further advances its Artificial Intelligence and machine-learning technologies. With the close of the acquisition, Dr. Rainer Mathes founder and president of PRIME has been appointed president of Cision Insights, which is dedicated to evaluating comms campaign effectiveness through customized intelligence, reporting and industry expertise.

We had reported last month that Cision was going to acquire PRIME.

Cision Agrees to Acquire PRIME Research — Rainer Mathes

“At PRIME, we pride ourselves on being the best and working for the best. Our merger with Cision is a perfect example of this. I’m pleased to be joining the Cision team and look forward to sharing my knowledge in media measurement as I take on my new role leading Cision Insights,” said Mathes, founder and president of PRIME Research.

Prior to founding PRIME in 1988, Mathes was the managing director of the German Newspaper Marketing Association, Frankfurt and performed research at the Research Center (ZUMA) and the Institute of Media Studies at the University of Mainz. An expert in the field of communication research and measurement, Mathes has studied politics and media sciences and is a prolific author and lecturer.

Also Read: Cision Welcomes Former Adobe Executive as Chief Technology Officer

“Rainer’s expertise in communication research and measurement, combined with PRIME’s exceptional technology platform that brings truly innovative AI/machine-learning applications to the communications industry, will be instrumental in helping us improve the communicator’s ability to measure and optimize earned media ROI. As head of Cision Insights, Mathes will help guide Cision’s ongoing commitment to provide in-depth analysis that enables our customers to make better-informed decisions regarding their strategic communications programmes,” said Kevin Akeroyd, Cision CEO.

Also Read: Cision Enables Brands to Demonstrate PR and Earned Media’s Impact on Revenue

Through advanced AI and machine-learning technology, PRIME is able to provide intelligent topic detection, entity recognition and semantic profiling for communication, marketing, sales, supply chain and risk management. It works with some of the world’s most prestigious brands including Mastercard and Jaguar. This acquisition further solidifies Cision’s mission to be the one-stop provider for brands who want to identify their ideal influencers, craft and distribute campaigns and attribute meaningful business value to their communications.

Search Discovery Announces European Expansion

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January 29, 2018

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Search Discovery Announces European Expansion

Fast Growing Business Intelligence and Analytics Company Launches Uk Operations; Appoints Veteran Business Leader Brian Marin as European Managing Director

By 2020, UK companies will benefit from gains of £62bn as a result of data analytics and data science, according to Statista. The manufacturing industry is expected to see the largest gains (£13bn), followed by professional services (£10bn) and retail (£5bn).

Search Discovery a leading provider of enterprise business intelligence and analytics solutions and services recently announced its European expansion with the opening of an office in the UK.

“We are thrilled to be opening for business in London, serving clients initially in the UK and subsequently across Europe. European enterprises are rapidly enhancing their ability to capture operational and consumer data, and we look forward to working with them to drive tangible, sustainable value through putting actionable data into the hands of decision-makers in real time,” says Steve Gustafson, COO, Search Discovery.

Also Read: Hootsuite Report: Social Media Impact is Top-Of-Mind for Businesses in Asia Pacific

“The Search Discovery team has been critical to our success in European markets. Their team works closely with our country teams to meet goals and drive results,” says Bryan Huber, Global Director, Digital Marketing Comfort Keepers (Sodexo PHS).

Also Read: Why Organizing Business Intelligence Is a Necessity These Days (and How It Increases Sales)

The appointment of Brian Marin as European Managing Director at Search Discovery will allow deeper partnerships with existing clients across Europe as well as open doors for new ventures. Marin says: “While small companies might use one or two dozen different software programs, larger organizations use literally hundreds. Each of these generates data constantly and each has its own reporting interface. Most companies are not leveraging their data to drive informed business decisions. Search Discovery has built a world-class business intelligence team of analysts and data scientists and has a track record of delivering solutions for the world’s most trusted and respected brands. I’m delighted to have been selected to lead Search Discovery’s expansion into Europe as we look to replicate the success of our US business across the region.”

Recommended Read: Nine Killer Ways to Market Your Tech Startup

What To Expect At Webinar World 2018

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Yolande D'Mello

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January 29, 2018

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Webinar Experts Will Talk Attendees Through Driving Registration And Lead Generation Strategies To Building On-Demand Programs

ON24 is hoping to put the ‘personal’ back in marketing. Their annual conference, Webinar World 2018, is a celebration that focuses on building campaigns and delivering events that put the customer first. If you are a marketer who is looking to recreate this authentic engagement between audience and brand, the conference is a must. Webinar World kicks off on 5 March. The two-day event will take place at the Westin Saint Francis in downtown San Francisco.

It promises to be an immersive deep dive into the world of webinar marketing. From driving registration and lead generation strategies to building on-demand programs, you’ll learn the skills to become true webinar experts.

Speakers Who Are At The Top Of Their Game

Sharat Sharan, Co-Founder, President, and CEO, ON24

Under the leadership of Sharat Sharan and with more than 1,000 customers, ON24 is today the global market share leader in webinars and virtual environments. Sharan was formerly Vice President and General Manager of Hearst New Media and Technology and Vice President of the Hearst New Media Group. Prior to joining Hearst, Sharan was responsible for business development at AT&T Wireless Systems and a member of the AT&T Bell Laboratories technical staff.

Alex Blumberg, Co-founder and CEO, Gimlet Media

Alex Blumberg is the Co-founder and CEO of Gimlet Media, the podcast company behind hit shows like StartUp, Reply All, Homecoming, and more. In 2015, Blumberg started documenting the process of launching Gimlet Media, and those recordings eventually became the podcast, StartUp, that’s currently being adapted into a sitcom for ABC titled Alex, Inc., premiering in 2018. Prior to founding Gimlet, Blumberg worked for years in public radio at NPR as the co-founder/producer of the wildly popular podcasts, This American Life and Planet Money where he won every major award in broadcast journalism, including the Polk, the duPont-Columbia, and the Peabody.

Christina Russo, Campaign Lead and Field Marketing Director, SAP SuccessFactors

Christina is an experienced marketing professional who leads national campaign strategy and execution in North America. In her role, she is responsible for a mix of programs supporting demand generation for SAP SuccessFactors including webinars, digital strategy, events, sales plays, campaign execution, and sales engagement. She works with a variety of cross-functional teams including product marketing, sales, enablement, and global marketing. Christina lives in Philadelphia and in her spare time you can see her on the kickball field or planning her next adventure abroad.

Alena Larson, Director, Demand Generation, Optum/UnitedHealth Group

Alena is the Director of Demand Generation at Optum. In this role, she leads a team of ten digital marketers who create and execute digital communications and integrated campaigns leveraging multiple marketing technologies. She has a proven track record to challenge the status quo and raise the modern marketing bar for Optum. Her passion is generating growth, for companies and individuals, using marketing technology.

Nina Purro, Webinar Program Lead, Campaigns, Salesforce

Nina Purro manages the Corporate Marketing Webinar program at Salesforce. In her role, Nina seeks to deliver a world-class webinar experience, while focusing on cultivating a strong webinar program that engages and educates on Salesforce product value, usage, and client success. She’s passionate about helping Trailblazers share their stories with the world. Prior to joining Salesforce, Nina ran and scaled the webinar program at Glassdoor, including managing virtual events, thought leadership webinars, client training, and product demos. A Los Gatos, California native, Nina earned her bachelor’s degree in Marketing from San Diego State.

Alicia Baumann, Sr. Webinar Producer, Procore Technologies

Alicia Baumann is an experienced marketer and has worked for a number of industries including television, sports, and publishing prior to entering the technology sphere. Alicia joined Procore as the Brand Webinar Producer and runs all potential client and customer facing webcasts. Immediately prior to Procore, Alicia worked as a Marketing Communications Project Manager at a Santa Barbara technology startup. With a Bachelor of Science in Sports Management, Alicia is a cum laude graduate from New York University.

Here’s alist of speakers.

Sessions That Demonstrate Practical Solutions

Stay on top of upcoming trends. On 6 March, attend a keynote about ‘The Future of Human Engagement in an AI-Driven World’. Get your doubts answered in a session entitled ‘How B2B Marketers Can Engage the Modern Buyer’ on the same day.

Must-attend sessions include;

The Making of a Unicorn with Webinars at the Horn

Alicia Baumann, Procore Technologies, speaks about what to do as a marketing professional struggling to boost your webinar-generated revenue. Baumann is a Brand Webinar Producer for a prominent construction project management software company. She talks about building great content and great relationships while investing in reliable and scalable webinar marketing software.

Dapper Deck Design 2.0 – Visual Storytelling

Kate Schmeisser, SendGrid, talks about why design matters and quick tips to uplevel your design game. Schmeisser explores questions about the visual experience. From fonts, images, backgrounds, color schemes, themes, and more, these seemingly mundane choices when designing your webcast decks amount to a considerable portion of your attendees’ experience.

5 Secrets to Creating Buzzworthy Webinars

Learn the magic formula for creating webinars that wow your audience and drive tangible results with Jason Bodin, Director of Public Relations and Communications for Paycom. Bodin will share proven tips for building a scalable webinar strategy designed to help your organization increase brand awareness, engage its target market and boost the bottom line.

Networker’s Paradise

The conference features sessions by leading marketers and industry analysts featuring best practices, live demos, consulting sessions, and practical guidance on webinar, and digital marketing strategy and execution. Sponsors include AMPLive, Certain and SnapApp. Attendees will also have the chance to connect with other industry professionals and gain valuable insight and unique perspectives from leading companies around the world. Two full days of the conference are dedicated to keynote presentations, breakout sessions, case studies, and panel discussions with some of today’s leading brands, including three tracks of sessions covering Marketing Strategy, Webinar Best Practices, and Webinar Execution. With speakers presenting on real-world strategies and organizational best practices, marketers can apply their learnings to make sure you get the most out of their current and future investments.

ON24 is the global leader in webinar-based marketing solutions that drive demand generation and customer engagement

Slice Intelligence Hires Top Digital Media Measurement Innovator to Expand Client Roster and Dataset

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PRNewswire

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January 29, 2018

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Slice Intelligence Hires Top Digital Media Measurement Innovator to Expand Client Roster and Dataset

Former EVP of ComScore to lead Research, Product, Operations and Sales teams

Slice Intelligence, the leading e-commerce and analytics firm with a panel of over 5 million online shoppers, announced that it has hired Bob Ivins as General Manager and Senior Vice President of Data Products and Market Research.

Ivins has been at the forefront of digital media measurement since its inception and is widely recognized as an industry innovator. A proven entrepreneur and company builder, Ivins led successful businesses built on behavioral data while in senior roles at comScore, Comcast, Yahoo! and ACNielsen.

Also Read: SAP Survey: US Consumers Want Better Service and More Transparency in Data Collection

“Slice is expanding its client roster and dataset at a remarkable pace and we are proud to have Bob on our team to support and lead those efforts. His entrepreneurial mindset, industry expertise, and strong business acumen will help keep Slice at the edge of innovation,” said Harpinder Singh, CEO and co-founder for Slice.

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

Prior to joining Slice Intelligence, Ivins held executive roles building businesses on behavioral data. While at comScore, he led the opening of comScore’s non-US business from London and later oversaw the company’s integration of Rentrak. Prior to comScore, Ivins served as Chief Data Officer at Mindshare and was a vice president at Comcast Business Intelligence Group, where his remit included developing ROI analytics for the Comcast Media 360 ad sales unit. He has also held leadership positions for Yahoo! Europe, Media Matrix, I/PRO, AC Nielsen, and DRI.

Ivins added, “The internet has changed how we communicate, how we are entertained and is changing how we shop. With e-commerce spending continuing to grow, it is critical for retailers and marketers to know who is buying what, where, when and how. Slice is delivering this insight to a growing list of marquee clients. I am thrilled to be working with this team to help our clients tap the full potential of the online opportunity.”

TrustArc Launches 3-in-1 GDPR Individual Rights Management Solution

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PRNewswire

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January 29, 2018

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TrustArc Launches 3-in-1 GDPR Individual Rights Management Solution

New Technology + Content + Consulting Solution Gives Companies a Streamlined Approach to Address GDPR Compliance Requirements Regarding Individual Rights

TrustArc, the leading data privacy management company, recently announced the TrustArc Individual Rights Manager, a 3-in-1 solution to help companies address data subject access rights requests in accordance with the EU General Data Protection Regulation (GDPR).

Also Read: Are You GDPR Ready?

Articles 12 and 15-23 of the GDPR provide several individual rights regarding the use of personal data, including rights to access, rectify, erase, restrict, move, and object to processing. These rights are among the top priorities for companies that must comply with GDPR as they carry high financial fines, and non-compliance poses a significant brand risk. To help companies comply with these requirements, TrustArc has designed a comprehensive Individual Rights Management solution.

Also Read: TrustArc Launches GDPR Privacy Workshop Series

“As a leader in privacy management, TrustArc has more than twenty years of experience providing consumer privacy dispute resolution services for thousands of customers across virtually every industry. The Individual Rights Manager is an extension of that innovation and expertise, and tailored to the specific requirements of GDPR,” said Chris Babel, CEO of TrustArc.

Also Read: TrustArc Partners with Alibaba Cloud to Deliver Industry Leading Privacy Platform to Businesses Expanding in Fast Growing Asian Markets

TrustArc Individual Rights Manager includes:

Proven Technology – Easy to install, a customizable solution enabling users to submit individual rights requests and companies to efficiently manage review and follow-up.
Specialized Content – Comprehensive set of regulatory assessment templates to help companies understand which individual rights apply to their processing, along with recommended remediations and a case management workflow.
Expert Consulting – Access to expert consultants to help develop a streamlined and sustainable process for responding to data subject access requests in line with GDPR requirements.

Recommended Read: Marketing Op’s Guide to GDPR Compliance

Sacom Mediaworks Partners With Mahindra Comviva to Enable Robust Digital Content Engagement on Telecom Platforms

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PRNewswire

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January 29, 2018

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Sacom Mediaworks Partners With Mahindra Comviva to Enable Robust Digital Content Engagement on Telecom Platforms

This Tie-Up with Sacom Mediaworks Will Provide Mooditt Digital Store, Mahindra Comviva’s Digital Marketplace for Content, with a Broader Range of Digital Vod Content

Sacom Mediaworks, a leading content aggregator in the Middle East and Africa, today announced that it has entered into a partnership with Mahindra Comviva, the global leader in mobility solutions. This tie-up with Sacom Mediaworks will provide Mooditt Digital Store, Mahindra’s digital marketplace for content, with a broader range of digital VOD content – short and long format.

Mahindra Comviva’s Mooditt Digital Store is a one-of-its-kind digital marketplace that brings the entire ecosystem of content providers, application providers and distribution channels on a single platform and leverages multiple channels of content distribution like web, mobile applications, WAP, DTH, Radio, TV, IPTV, Text, and IVR for seamless distribution. Besides enabling a robust content sharing ecosystem, the Mooditt Digital Store adds value by bringing automated partner management and data analytics to the table, enabling seamless content flows to various participants of the ecosystem.

Also Read: Nielsen adds Video On Demand Content Ratings To Media Impact Planning Solution

With the exponential growth of digital content, content discovery and distribution is becoming increasingly challenging in today’s world. In an increasingly fragmented environment, the challenge for distribution channels is to get access to right content in the minimal possible timeframe. On the other hand content providers, especially small-time artists and independent content creators are struggling to maximize reach and dial-up monetization.

Speaking about the partnership, Atul Madan, Senior Vice President, Digital Lifestyle Solutions at Mahindra Comviva said, “We are very pleased with our partnership with Sacom Mediaworks as it puts us on a stronger footing in the Middle East and Africa. Mahindra Comviva’s expertise in end to end content management combined with Sacom’s robust catalog of Arab, Asian and Hollywood video content will lead to new growth opportunities in the region. We are looking forward to working with Sacom Mediaworks and create mutually beneficial synergies.”

Also Read: Oracle NetSuite Expands Middle East Operations

Dinesh Gupta, Director at Sacom Mediaworks added, “We’re excited to join forces with Mahindra Comviva that brings the pedigree of Mahindra & Bharti Airtel Group, having successfully consolidated their position as market leaders in Telecom & Mobility solutions domains with presence in 4 continents and 70+ countries. We will be working together to grow the reach and monetization potential of our content together and offer our entertainment IPs & VOD content in Hollywood, Arabic & Bollywood genres for Middle East, Africa, Russia, CIS countries & Asia Pacific. Mooddit Digital Store addresses the twin problems of reach and discoverability of content and deserves a more robust content library to implement at scale. Every story deserves an audience and this partnership will go a long way in taking the stories to their audiences.”

The Age of Choice : How Marketing & Business Will Change in 2018

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Sara Rodell

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January 29, 2018

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The Age of Choice : How Marketing & Business Will Change in 2018

2018 will go down in the books as the year of personalization and choice. Technology has shifted expectations between consumers and brands. and if you are a business owner or an entrepreneur, this is an important thing to understand. Personalization and choice is an integral part of the consumer experience today. Consumers today have an expectation to be treated as individuals, no matter how large the brand they’re dealing with. Just think, Amazon allows shoppers to have any product they want to be delivered when and where they want. Netflix recommends a customized list of TV shows based on the user’s unique account activity. Tesla took market share by allowing consumers to customize a car and have it delivered. We are in the midst of a cultural shift from mass-market, generic outreach and offerings, to targeted messaging and product choice.

Also Read: Why Every Marketer Needs to Focus on Conversations in 2018

I am fortunate to be at the forefront of the choice revolution. My company Loop & Tie helps businesses create personalized interactions with customers. Companies use our platform to create a gift choice experience where customers have the fun of selecting an item that’s meaningful to them. Through gift choice, companies add a customer touchpoint, gain insights on customer preferences and open up a new channel of communication.

Also Read: How Marketers Can Optimize $682 Billion in Expected Spend in 2018

So how can you use this information to your advantage in your business?

Understand and accept that power is shifting to the consumer. Consumers are looking for more than just the transaction. They need to feel like they are in control of their decisions and have options for what you are offering. It is a sense of consumer pride when they feel as though they helped make their decision in a purchase and they feel connected to the brand behind the object. No matter the size of the company, there’s a customer service expectation to be treated with fairness and speed. Small businesses have an advantage because they can have direct connections with their customers. In the digital age, communication is key. If you can make your offer clear to consumers, you will acquire more customers than ever before and be a winner in The Choice Revolution.

Davos 2018: Key Takeaways That Compel Us to Think—What’s Next?

By

Sudipto Ghosh

-

January 29, 2018

0

Davos 2018: Key Takeaways That Compel Us to Think—What’s Next?

Global Leaders Take the Center Stage at The World Economic Forum in Davos to Focus on Technology Trends, Gender Balance at Work, and the Uncertainty Around Data, AI, and Government Policies

The World Economic Forum 2018, a three-day event concluded on January 26. Like all its previous editions, the 2018 WEF in Davos played host to a conglomeration of global leaders from all the spheres of life.

We bring you a quick recollection of all the ideas – quotes and summaries from the WEF Davos 2018 that compel us to think what’s next in store for businesses, and consumers across the globe.

Here are our key takeaways—

The Fourth Industrial Revolution: The Strongest Transformative Force Ever

*Joe Kaeser, President and CEO, Siemens*

According to Siemens CEO, Joe Kaeser, humans in 2018 are practically connected to every piece of information and knowledge ever created by mankind. Kaeser pointed out that if we get the digitalization right, the benefits could impact 10 billion humans by 2025!

In the Fourth Industrial Revolution, we will see the rise of ‘cyber-physical’ systems —something that will wipe out millions of jobs, and create a billion others.

The Power of Women, the Rise of AI and the Role of Government

In a prepared speech read at the World Economic Forum Annual Meeting in Davos 2018, Pope Francis urged the community of businesses leaders to ensure that Artificial Intelligence, Robotics and other technological innovations contributed to the service of humanity.

At Davos 2018, Jack Ma, Alibaba Founder, and Executive Chairman, attributed the success of his company to women in their senior management. With 37% of their senior management led by women, the Alibaba CEO found that gender balance is the key to running a company with care and wisdom.

According to the Alibaba CEO, the rise of machines and AI could have a negative impact on the human race, if the end result disables humans from their core tasks.

“Nobody can stop trade… Nobody can stop globalization. If trade stops, war starts.”

In a blog, Njideka U. Harry, President and CEO of Youth for Technology Foundation (YTF) mentions that “everyone benefits when companies have a diverse workforce, where women are given fair opportunities and paid a wage similar to that of their male counterparts.”

"Tiger" NV Tyagarajan, President and CEO, Genpact — *NV (Tiger) Tyagrajan, President and CEO, Genpact*

In another blog, NV (Tiger) Tyagrajan, CEO of Genpact states the need to up the game in AI adoption across all levels of the society. The companies that are preparing to become future-ready must ensure that they focus on reskilling of employees, and making ‘continuous innovation and learning’ a part of their business DNA.

Role of Data Responsibility in the New Economy

In her article for Davos 2018, Ginni Rometty, Chairman, President, and CEO of IBM Corporation, stated that every event in human life can now be expressed in the form of ‘data’. So, is data the new-age currency for businesses to sustain growth, outgrow revenues and seamlessly integrate with our daily lives? The answer is a resounding ‘yes’.

Ginni Rometty Chairman, President, and CEO, IBM — Ginni Rometty, Chairman, President, and CEO, IBM

While data is not a replacement for human wisdom, if handled with responsibility, it can create value for all sections of the society.

Responsibility in handling data could answer questions related to transparency, security, encryption, and data governance as regulated by the laws of the land.

Ginni also clarified in her Davos 2018 piece that IBM will not provide client data to any government’s surveillance programme.

Davos 2018 Reveals The Future of Trust

As a marketer, I am forced to think about all the multi-dimensional challenges and opportunities arising out of a hypothetical stream of AI + IoT capabilities. Without a flexible governance framework on how AI + IoT capabilities would impact human lives, it is impossible to suggest how new-age technologies would shape what we think and how we work with machines.

The future of trust arising from Davos 2018 would include the participation of modern technologists, business leaders, marketers, social media influencers, political groups, and yes, the ‘HumAIns’ that you may be planning to build in the near future.

QuestionPro Announces New Integration With Adobe Cloud Platform Launch

By

PRNewswire

-

January 29, 2018

0

QuestionPro Announces New Integration With Adobe Cloud Platform Launch

Launch by Adobe Users Can Now Incorporate Survey Intercepts Based on Site Behavior Across Digital Marketing Systems

QuestionPro Inc., an online survey and insights solutions company, announced a new integration with Adobe Cloud Platform Launch, Adobe’s next-generation tag management capability that enables joint customers to incorporate survey insights with Adobe’s powerful tag management solution. After noting the growing need for marketers to capture feedback directly in the moment across multiple platforms, QuestionPro created a leading solution that allows marketers to incorporate survey intercepts based on site behavior and other custom rules.

Adobe Experience Cloud is a comprehensive set of cloud services designed to give enterprises everything needed to deliver exceptional customer experiences. Leveraging Adobe Sensei’s machine learning and artificial intelligence capabilities, Adobe Experience Cloud combines world-class solutions, a complete extensive platform, comprehensive data and content systems, and a robust partner ecosystem that offer an unmatched expertise in experience delivery.

Also Read: Adobe Unveils Adobe Cloud Platform Launch for Connected, Compelling Customer Experiences

“We are one of the early users of Launch by Adobe and developed an extension that enables marketers to deploy surveys dynamically. While marketers have tremendous knowledge and access to behavioral data, seamlessly answering the question of ‘why’ has been elusive. Why do people abandon shopping carts? Is it price, shipping, or choice? Our integration with Launch by Adobe empowers marketers to ask simple questions and capture the ‘why’ on the spot,” said Vivek Bhaskaran, CEO, QuestionPro.

Also Read: Adobe Recreates Beethoven’s Magic with Adobe Experience Cloud

Launch by Adobe customers who incorporate QuestionPro’s extension can expect the following benefits:

A free QuestionPro Customer Experience (CX) license to launch the extension Launch by Adobe
A simple setup process through API integration (no developers required)
The ability to create custom rules to trigger automated in-the-moment feedback programs based on site behavior programmed on Launch by Adobe.

Also Read: 5 Things You Should Know About Adobe and Microsoft Cloud Partnership

With over 2.5 million users worldwide, QuestionPro is a leading provider of online survey and insights solutions software. Insights include tools for creation, distribution, and analysis of surveys, as well as platforms for polling, mobile research, and data visualization.

Tibco Recognized As A Leader In Report On Operational Intelligence For B2B Integration

By

PRNewswire

-

January 29, 2018

0

Tibco Recognized As A Leader In Report On Operational Intelligence For B2B Integration

Top Independent Research Firm Evaluates TIBCO’s Strategic Digital Solutions

TIBCO Software Inc., a global leader in integration, API management, and analytics, announced that it was named a Leader in The Forrester Wave: Operational Intelligence For B2B Integration, Q1 2018 by Forrester Research. In the report, TIBCO achieved the highest score in the strategy category among the vendors profiled. Forrester cites multiple TIBCO tools, including TIBCO BusinessConnect, TIBCO LiveView Web, and TIBCO Spotfire. As part of the TIBCO Connected Intelligence platform, these solutions offer essential insights and the ability to act on that intelligence in real time.

“As Forrester highlights, businesses investing in digital transformation and focusing on digital operational excellence and ecosystem transformation must collaborate to improve their overall integration strategy. I believe that our positioning as a leader in this report is a testament to our capabilities within the operational intelligence and our concept of interconnecting data in real time, then augmenting the resulting intelligence. In my view, this is what the TIBCO Connected Intelligence Cloud platform is all about,” said Thomas Been, chief marketing officer, TIBCO.

Also Read: New Forrester Study Finds Data Transparency to be The Next Issue to Solve for Ad:tech Industry

The report cites TIBCO’s differentiation as an end-to-end integration solution so a B2B host can consistently integrate its business processes from trading partners to its private processes, using all modes from EDI to API. In the report, TIBCO received the highest possible score in the analytics, performance, and partner ecosystem criteria.

The Forrester Wave: Operational Intelligence For B2B Integration, Q1 2018 analyzes providers of operational intelligence for B2B integration. The report identified eight top vendors that each have market recognition in B2B integration leadership, availability of modern B2B integration technologies on-premises and in the cloud, and customer interest, considering criteria in the categories of current offering, strategy, and market presence.

Horizon Media Taps 4C For Its Advanced TV Platform, Pivot

By

MTS Staff Writer

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January 29, 2018

0

Horizon Media Taps 4C For Its Advanced TV Platform, Pivot

Pivot Provides an Advanced Television Solution for Horizon’s Clients, Addressing the Need for More Sophisticated Targeting

Horizon Media, a global leader in data-driven media and marketing, continues to lead the way in the application of data science and audience targeting to advance linear television. The agency is pleased to announce an agreement with 4C, a marketing technology company, which will deliver more value to its advanced TV platform, Pivot, while offering clients more precise data-driven audience targeting.

Pivot provides an advanced television solution for Horizon’s clients, addressing the need for more sophisticated targeting. The practice encompasses elements of programmatic, addressable, advanced targeting, and automated buying platforms to optimize media inventory efficiencies. Horizon will partner with 4C to develop a proprietary tool customized for the needs of its clients.

Also Read: Study Reveals 66 Percent Of Video Consumption Is Not Captured

4C offers a suite of advanced software tools for planning, buying and measurement across linear television. The agency will have the ability to integrate advanced data targets along with custom 4C datasets into the Pivot planning tool. This will drive efficiency in TV upfront planning, optimizing linear schedules, and scatter market buying. The 4C Insights Affinity Graph delivers a full picture of how people behave with each other, media and technology by mapping across 2 billion+ social media users, 200 million offline sales profiles, 7 million TV households, 50,000 brands, 2,200 TV channels, and 41 languages.

“Partnering with 4C has enhanced Pivot to the next level, continuing to provide our clients with data-driven audience targeting going beyond standard age and gender buying demos and borrowing some elements from programmatic digital media. The platform allows our TV buyers to easily and intelligently find the right audiences for client campaigns with greater efficiency. Partnering with 4C allows us to leverage their tool to make this process smooth and seamless,” said David Campanelli, EVP, Managing Partner, Video Investment, Horizon Media.

Also Read: Clicktale Report: Digital Body Language Must-Have Standard for the Next Wave of Digital Commerce

Kevin Kearns, CRO of 4C, added, “Brands increasingly require the ability to target precise audiences across channels following the lead of digital marketing capabilities. 4C answered this demand for the TV industry, giving buyers the ability to apply real human behavior in identifying their most valuable audiences. 4C is thrilled to work with forward-looking companies like Horizon to bring this offering to marketers as linear TV advertising only becomes more valuable in an era of unprecedented multi-screening.”

Also Read: Blockchain Will Transform the Global Economy. But What Will it Mean for Advertisers?

“Today’s evolving media ecosystem and access to new data has provided new opportunities to invent better ways of doing things. The application and customization of Pivot are crucial, allowing our teams to make media investments more effectively and deliver more value to our clients. This new relationship with 4C will allow us to view the TV landscape through a clearer lens, balancing data science with the art of real-world buying realities,” added Samantha Rose, VP, Director, Video Investment, Horizon Media.

Pivot is housed within Horizon’s integrated television innovation practice, HorizonAdvanced. The practice was launched in 2015 to spearhead innovation in the areas of advanced TV, programmatic TV, addressable and data-infused linear buying for its clients. The HorizonAdvanced team is comprised of activation specialists and data analysts that help align the agency’s clients to efficiently take advantage of what data and intelligently automated activation have to offer traditional television activation. HorizonAdvanced is responsible for evaluating, testing and utilizing existing data-infused and addressable offerings. The team is tasked with client and agency education, and the development and refinement of the agency’s proprietary tools, such as Pivot, to address the future of television activation.

Recommended Read: 4 Emerging Adtech Trends to Watch in 2018

Addressability in OTT Is More Than Just Checking The Box

By

Keith Petri

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January 29, 2018

0

Addressability in OTT Is More Than Just Checking The Box

Recently, there have been a number of public discussions about the future of TV (both linear and VOD) and addressability and measurement in the OTT space. A key component of these discussions is that cross-device addressability within OTT is easy to do and essentially a solved issue and that what the industry is really lacking is consensus and standards. The truth is, cross-device addressability, which is core to OTT measurement, is not solved. Not even close.

OTT addressability which is tied directly to cross-device media buying and identifying audiences within the home and TV environment is still a highly complex issue. While it’s easy for vendors to go into agencies and say that they do cross-device or check the cross-device box, that doesn’t mean that they do it right or even well.

Also Read: European OTT Video Revenue will Double by 2021: Frost & Sullivan’s Research

What’s missing from the conversations about OTT is the true complexity of audience identification at a technological level. For starters, OTT environments each have their own proprietary language, the notion of device and/or user ID for delivering ads. And today, the industry lacks a common identifier for use across the various apps on a single device let alone multiple operating systems.

Within OTT there are also category-specific complexities that need to be considered. There are hardware IDs, as well as the application IDs within these devices. About 95% of OTT devices’ interactions with servers take place within a cookie-less environment. So if you’re a vendor that typically works off of a cookie sync and data which is gathered from a pixel deployment for your algorithm, you’re accommodating this new channel by oversimplifying the methodology and relying heavily on IP matching, which isn’t an effective solution.

Also Read: Screen6 Announces Preferred Partner Program for the Hub

The truth of the matter is that IP addresses are not identifiers. An IP address is purely an address to or from which internet traffic is routed. The address may represent a single device, a router, or even a cell tower communication channel. And like interactions to and from my mobile phone, the IP address for OTT content is dynamic and many people and devices may be communicating over it, even simultaneously. Therefore, IP alone cannot be used for identification of an individual or even a household.

Relying on deterministic data to associate connected TV IDs to other pseudonymous identifiers simply does not work, because there is significantly limited scale, plus connected device logins are shared at the account holder level. This means a CRM on-boarded ad targeted at Keith Petri would show my mother, father, and sister ads for high-end watches when they are not actually in that audience; they just use my login for their account.

Also Read: It’s Not Just How Much, but Where and When We Are Connected That Matters

To address OTT, and identity management itself requires probabilistic matching based on behavioral pattern analysis. In a world of OTT, this approach is more valuable, giving marketers the space to define, identify, and target a pipeline of engaged consumers. The same thing applies to the Internet of Things, Tesla cars, and streaming audio. In all of these cases, marketers should strive to understand the linkage between devices in order to better understand their audience and the interplay between desktop, mobile, and OTT. It’s not easy, and it’s not solved.

The OTT space is in fact extremely challenging to solve and as consumer habits change and as TV is redefined as digital video, we need to look closely at how we are identifying audiences in the pursuit of measurement and standards that will make OTT viable for the future.

Interview with Adrian Pike, CMO, district m

By

Sudipto Ghosh

-

January 29, 2018

0

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

[mnky_testimonial_slider slide_speed=”3″][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Audiences are demanding more, they want less intrusive ads whilst at the same time more engaging ones. This is reflected by the creation of other associations like the ‘Coalition for better ads’and in the growing interest for DCO (Dynamic Content Optimization).”[/mnky_testimonial][/mnky_testimonial_slider]

Tell us about your role at district m? What inspired you to be part of an advertising technology company?

As CMO, my role includes all aspects of Marketing, from Brand Awareness to Demand Generation for the district m brand and sub-brands. I was offered the opportunity to take on this newly founded position early last year and the chance to build a fully-fledged marketing engine was just too good to miss. Add into the mix that digital advertising is core to any marketing strategy, being part of one of the leading ad tech innovators, was an easy decision for me to make.

Given the increasing focus on transparency and brand safety metrics, how should B2B businesses better leverage programmatic advertising technologies?

When it comes to topics like brand safety and transparency there are several considerations. Firstly, the vendor you work with needs to be your partner. This shouldn’t just be seen as a technology purchase, you will want to work with a specialist partner that can offer more than just a platform. Even if you are fully self-sufficient, working with a vendor that can offer you more support, insight, and services is key. They should themselves be open and transparent. Look at the different kinds of accreditations, guidelines, and associations to help on this, such as ads.txt or the IAB ad standards, these are in place to help with transparency and to reduce negative impact to the ultimate recipient of any campaign you want to deliver. Your programmatic partner should be part of these associations or openly adhere to these guidelines.

What are the tools and trends that are shaping the way advertisers and publishers achieve higher conversion rates?

Transparency and trust are clearly at the core, adhering to IAB and other advertising standards goes a long way to address conversion rate performance. But audiences are demanding more, they want less intrusive ads whilst at the same time more engaging ones. This is reflected by the creation of other associations like the ‘Coalition for better ads’and in the growing interest for DCO (Dynamic Content Optimization). A fine blend of all of these will mean that ads become subtle, yet visible, whilst being contextually relevant to the viewer and thus improve the acceptance of them and ultimately the conversion through them. There is definitely a fine balance between all of these factors, but, will be key to success through not just 2018, but way beyond.

How do audience data privacy norms impact the adoption of advertising technology platforms? How are you preparing for the GDPR era?  

The evolution of data privacy is part natural progress, but also part of understanding the comfort dial. What is acceptable, what is too much, too intrusive and what is valuable or not to the recipient. Respecting data privacy is paramount, it is an obligation of any vendor in any industry to respect this. As these rules/requirements evolve, so must a vendor.

With an exploding B2B ad tech landscape, what are the major opportunities and challenges for CMOs to meet changing definitions of personalization and customer experience?  

The explosion in ad tech is awesome. But the fundamentals still need to be there. Understanding where the new technologies fit into your marketing toolset should be done before going full speed in using them. The good news is that regardless of the ever-changing technology, your campaigns will always be there to achieve pretty consistent goals… Grab mindshare, generate new clients, retain existing ones. As new technology evolves, seeing where it can fit in and improve the results of your core goals for your business is what will maximize the opportunity.

The callout for personalization and customization comes from the need to put the audience experience and needs first. As a consumer, we have gone from wanting as much information as possible, to now needing to cut back on the noise and only wanting to see what is relevant at that given point in time.

Aligning the audience’s needs, and your business goals are critical to success, and having the right blend of solutions for your business will be the key for any CMO to achieve.

What startups are you watching/keen on right now?  

There are a few Montreal-based businesses of course (our startup community here is extremely strong and supportive), that are exciting ones but if I have to name a couple, bus.com and Chronogolf come to mind, then on a wider scale, there are a lot of cryptocurrency and blockchain businesses that I am following. This is also a very interesting marketplace.

What tools does your marketing stack consist of in 2017?

Asana, Google portfolio of tools, SEM Rush, SEO Quake, and yes, we do use our own tools from Mypixel and district m.

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

AI for me as a marketer is the next step from automation. It means we can explore more variables more quickly and become even more accurate with our predictions and decisions. As and where we can, we will use AI internally to help accelerate this process for us. Many articles that I have read in recent times around AI have an undertone of fear for job loss. For me it isn’t the case, it allows us to accelerate our insight, gives us the opportunity to evaluate many paths (some of which we don’t even have the time to think of), serve us with even more options and ideas. It really is quite exciting.

One word that best describes how you work.

Diverse

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

Email, Slack, Whatsapp, Skype… communication tools J Asana, the Google portfolio, a ton of SEO and SEM tools

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

Anything that can be automated rather than manually done should be looked into. It may take a little bit of time to set up, but not having to worry about sending emails, notifications and such frees up a lot of time for other tasks!

What are you currently reading? (What do you read, and how do you consume information?)

I love reading, but get very little time to do so. Nowadays I rely on audiobooks during my commute. Recently I finished off a couple of books including ‘Influence’ by Robert Cialdini, great view into the psychology of why people say yes, and then ‘Evicted’ by Matthew Desmond, a truly eye-opening account written first hand by the author on the poorest neighborhoods in Milwaukee, the book captures the stories from 8 different families. A really well written and brilliant piece.

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

‘Measure twice, cut once’. This was from my father about woodwork when I was a young boy, but it’s a good rule that can apply to many things. In essence, for me, it means that you don’t rush into something without a double check. Definitely NOT second-guessing yourself or hesitating, but, it is easy to get caught up in the pace of getting things done quickly, so a double/sanity check (that may only take a few moments) is a good investment in time for solid business decisions.

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

It’s got to be someone like Leslie Berland of Twitter. One of the top 50 in Forbes most influential CMOs.

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

[vc_tta_tabs][vc_tta_section title=”About Adrian” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46eca3-2e24″]

Experienced CMO with a demonstrated history of working in tech. Skilled in Search Engine Optimization (SEO), Search Engine Monetization (SEM), Sales, Management, Software as a Service (SaaS), and Direct Marketing. A strong marketing professional.

[/vc_tta_section][vc_tta_section title=”About district m” tab_id=”1501785390320-2d44fa50-740c5a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46eca3-2e24″]

district m

district m is a full-service advertising exchange that creates open, transparent marketplaces through which publishers and advertisers can quickly and easily connect to maximize today’s digital advertising demand. Since our inception, we have served as a trusted monetization partner to 2,500 publishers globally by bringing incremental demand through over 200 unique brand partnerships. With offices in New York, Montreal and Toronto, and propelled by an investment by Fonds de solidarité FTQ, we continue to grow and increase our footprint in the digital media industry. As of today, our company is comprised of more than 60 talented experts who are all responsible for its international success and influence.

[/vc_tta_section][/vc_tta_tabs]

[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.

How AI Will Make Marketing More Personalized In 2018

By

Michael Brenner

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January 28, 2018

11

What’s tomorrow’s secret to better personalization? To more human content and more authentic brand-consumer relationships? It starts with marketing data – and it continues with artificial intelligence (AI).

AI is making the customer experience more personalized than what most marketers would have ever thought to be possible. Companies are already using artificial intelligence to make their websites, emails, social media posts, video and other content better tailored to what customers want right now. This is going to re-energize the push towards higher customer expectations even more, leading to not just steps forward in the way brands interact with their customers, but leaps ahead.
To give you an idea of what’s on the table right now, here’s a look at the different ways artificial intelligence is set to ramp up personalization in 2018.

Collaborative Filtering

Already plenty of websites are using basic machine learning to customize the content a visitor sees when they land on a website. Basic algorithms include tailoring content based on universal data sets like trending topics and recently published articles. These types of fundamental-level functions ensure a webpage won’t remain the same so visitors always have a fresh experience.

In 2018, the move will be towards creating more sophisticated experiences with the help of AI. The artificial intelligence learns more about visitors based on how they engage with a site and what actions they take. One technique brands like Netflix and Etsy have excelled with is collaborative filtering. In this case, the ‘machine intelligence’ will gather information about visitors and then group multiple site visitors together based on their preferences. Then, these ‘groups’ will get similar experiences when they visit the site. These experiences won’t remain static either, but will evolve over time as the data inputs influence the group filters.

AI-Based Image Recognition Software

Images are powerful engagement tools. But with artificial intelligence, they can also be repurposed into a revolutionary source of information marketers can use to make smarter decisions, and to help develop more spot-on buyer personas by identifying consumer behavior and trends. With AI-based image recognition software, it’s possible to sift through hundreds of thousands of images posted on social media to then identify trends. Imagine the depth insights when you know xx% of your engaged customers use your product at night, at the gym, eating ice cream, or with their cat.

At the end of 2016, Facebook opened their image recognition software to everyone, going the open source route with the intent of advancing the technology. They have hopes to use image recognition to improve their content for the hearing impaired and to start developing ways to use AI-image recognition in videos. In 2017, the interest in image recognition has been picking up tremendously, with industry leaders like Salesforce getting involved. Rob Begg, VP of marketing for social and advertising products at the software company, believes it can do more than offer consumer insights, but also help brands see where influencers may be using their product or service online. This can then be used to inform influencer strategies. It can also be used to learn more about who is being exposed to a product or service, based on the influencer’s audience.

Also Read: 28 Ways Artificial Intelligence Will Affect Your Business and Life in 2018

Multi-Sensory Conversations

Machine learning is also being used to help brands deliver a more personalized experience on a wide scale with chatboxes and voice interaction, which have finally made conversational user-interfaces the appealing, seamless experiences that UI innovators have been trying to create for years. In 2018, things are set to get even more exciting. Microsoft, for example, is experimenting with ways to go beyond voice, using sight, sound, touch, and a consumer’s gaze and hand gestures to learn more about their needs and expectations. Then the AI ‘learns’ this sensory information and can deliver a better experience – answering the right questions, anticipating needs, and connecting users with the knowledge, product, or service that they want.

Increasingly Segmented Email Messaging

Email is one area where AI has been playing a major role for years. With accurate contact and account data, marketers are able to easily segment their emails, making sure customers get the information that is most relevant to them. Expect AI for email marketing to continue getting more sophisticated, making it the norm for marketers to deliver hyper-personalized content, at the right time of day, with the right tone of voice, the right offers, and the personal, human touches that will encourage long-term relationships.

With customers expecting a tailored experience for them, brands can come up with creative ways to gather more information about their subscriber lists through intelligent CRM systems that house deep data insights, to go even deeper into segmentation and seemingly effortless personalization.

Learn more about how objectively accurate data can supercharge marketing.

Also read: Eight Ways AI Will Be Used In Marketing In 2018

Why All Marketers Should Be Moving Towards More AI

Considering the fact that more than half of marketers feel that the industry isn’t getting personalization right, the insight, automation, and data-based guidance of AI is a welcome relief.

Marketing personalization is an evolving area. Despite the benefits of AI and machine learning, there is still a lot of trial and error to go. But, there’s good reason to stick with it, doing our best to implement the technology that works and to apply it to our own marketing models. It’s not just that innovative teams will start figuring out more effective methods. The machines are going to start revealing even more of what we can do as they get smarter. You’re better off with a marketing team that is already familiar with AI basics when the business and consumer world dives even deeper into an AI-driven existence.

Marketers, on their own, may take some time to significantly improve their personalization efforts. But, with accurate data and machine learning on our side, AI will continue to get smarter.

Also Read: Marketing Teams Will Struggle to Make Sense of the Hype around AI

Join Brenner and other leading marketing and sales professionals at ZoomInfo’s 2018 Growth Acceleration Summit, in Boston on June 18-20, where industry thought leaders will provide advice on how to close the marketing-sales gap and, as a result, succeed faster.

SaaS Startup Paperflite Secures $400K Seed Funding; to Strengthen Presence in the US

By

Shalaka Nalawade

-

January 27, 2018

0

Paperflite, a NYC and Chennai-based SaaS startup, closed $400K seed funding round recently

The seed-funding round for the two-year-old startup Paperflite, was led by The Chennai Angels with participation from Lakshmi Narayanan, ex-Vice Chairman and ex-CEO of Cognizant, Girish Mathrubootham, Founder and CEO of Freshworks, T R Santhanakrishnan, CEO of Datatracks and ex-CFO of Sutherland Global Services, Mithun Sancheti, CEO of Caratlane, Like Mind Ventures, led by Krishnan Srinivasan, and an HNI group led by Adrian Rusu from Singapore, both of whom join the Board as Observers.

Co-founder and CEO Vinoth Kumar told BusinessLine that the company will use the funding to strengthen its presence in the US and European markets and expand to emerging markets such as Latin America, Singapore, Malaysia, the Philippines and India. “Currently we have clients in the US and European regions. Now, we will establish local offices to deepen our market there.”

Also Read: Predictions Series 2018: Think of Tech (Not Necessarily AI) to Influence, Empathize, Connect, and Listen at Scale

The report also mentioned that Paperflite enables small- to medium-size companies to improve their sales through content-sharing tools. The tools help enterprises deliver right sales and marketing pitch to potential buyers. “We are in the B2B space and cater to sectors such as financial services and technology. Now the focus is on a specific industry: we are expanding to healthcare segment that includes life sciences, hospitals and medical devices, pharmaceuticals and automotive,” Kumar added.

Paperflite was co-founded in March 2016 by Kumar, along with Yega Kumarappan and Anant Bhat. It provides B2B marketers with a SaaS platform to deliver and measure content marketing. The platform is available across web, tablets and phone and is used by B2B Companies across the globe including Freshworks, Red-Eye and DataTracks.

In his statement to the press Narayanan said, “Sales and marketing are witnessing a massive digital transformation to enable businesses to create an engaging buying experience for their customers at every touchpoint.”

“With the right technology and objectives, I believe that Paperflite impeccably meets the essential requirements of the marketing and data world. With its affordable cost to small businesses it shall help them drive higher growth,” said KS Vishwanathan, Vice President, Industry Initiatives, NASSCOM, in an interview with The Economic Times.

Redefining the In-Stadium Experience

Delivering the Game Beyond the Stadium

Key findings from the report:

Other key findings include:

Speakers Who Are At The Top Of Their Game

Sessions That Demonstrate Practical Solutions

Networker’s Paradise

TrustArc Individual Rights Manager includes:

The Fourth Industrial Revolution: The Strongest Transformative Force Ever

The Power of Women, the Rise of AI and the Role of Government

Role of Data Responsibility in the New Economy

Davos 2018 Reveals The Future of Trust

Launch by Adobe customers who incorporate QuestionPro’s extension can expect the following benefits:

Collaborative Filtering

AI-Based Image Recognition Software

Multi-Sensory Conversations

Increasingly Segmented Email Messaging

Why All Marketers Should Be Moving Towards More AI

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