Fake News: Another Symptom of Programmatic’s Colossal Rise

By

-

May 2, 2017

The punches just keep on coming for programmatic advertising. It’s been blamed for the rise of ad fraud – including the unprecedented success of Russian botnet Methbot – as well as brand safety breaches where major brands have unknowingly financed extremists by advertising alongside their content.

Now the upsurge in fake news – which was highlighted during the election cycle – is also being laid at the door of automated advertising. Programmatic provides the mechanism for generating revenue from fake news, and the more outrageous the story, the more attention and views it attracts, increasing the ad revenue it produces.

IAB Chief Randall Rothenberg called on the industry to address fake news saying those that do not are “consciously abdicating responsibility for its outcome.” What’s more, Google has taken action against fake news websites, removing almost 200 questionable publishers from its AdSense network and extending the use of its fact-checking tool – but is this enough to stem the tide of fake news or will its rise prove to be one hit too many for programmatic?

Although it’s thought that almost $3 billion in programmatic ad spend is currently under review, abandoning automation is not the answer to the challenge of fake news, any more than it is the answer to combatting ad fraud or ensuring brand safety. The digital industry as a whole simply needs to get smarter in its understanding of digital content, and more transparent about where ads are placed.

Separating the fun from the fiction

Like any automated procedure, programmatic requires clear rules and standard definitions and – while we’re starting to see these standards in areas such as viewability – these are currently lacking in the field of fake news. The articles behind the fake news scandal are those entirely made-up with the intention of deceiving readers, and generating as much ad revenue as possible. These should not be confused with satirical content, such as articles published by The Onion, which are explicitly fabricated and designed to entertain or illustrate a particular viewpoint. Humorous or satirical content possesses an authenticity that will never be present in fake news designed purely to misinform and drive ad revenue.

Comprehending the context of content

In addition to distinguishing between fake news and satire, the industry must also be able to differentiate between outright lies and personal opinions – however strongly expressed. Just because President Trump recently accused CNN of reporting fake news, this doesn’t mean the network is busy concocting wholly fictional news stories to drive ad revenue.

Many advertisers are employing primitive brand safety tactics such as blacklists or basic keyword analysis to avoid their messaging ending up on websites containing extreme opinions and hate speech, but recent events indicate these are far from foolproof. Rather than relying on these flawed techniques, semantic analysis technologies such as Natural Language Processing can be used to read digital content just as humans do naturally, allowing automatic filtering of extreme hate or hyper-partisan content. Semantic analysis provides deep insight into the context and sentiment of content, as well as the emotions it evokes, and enables brands to avoid content that does not resonate with their messaging – fake or not.

Maintaining the human element

While the definition of fake news remains subjective, it will never be possible for automated technologies to be 100% effective at detection and preventing advertising being served alongside it – some content will always slip through the net. Only with continuous human verification can advertisers be confident of having ad messages proactively placed away from such content. By combining automated semantic technologies with the natural human ability to determine whether content is trustworthy and objective, the industry can begin to rebuild brand trust in programmatic.

It may be facing something of a backlash, but programmatic advertising is more than capable of rolling with the punches. While standards are being established to better define issues such as fake news and brand safety, the industry must embrace a combination of cognitive semantic analysis and human review to increase transparency and ensure programmatic ads are always alongside appropriate, authentic content.

Interview with Andrew Humber, Vice President of Marketing – Webscale

By

Sudipto Ghosh

-

May 1, 2017

1

[mnky_team name=”Andrew Humber” position=” Vice President of Marketing – Webscale”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Embrace positive change! As marketing professionals, the concept of trial and error is, or should be, baked into your DNA.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us a little bit about your role and how you got here.

I’ve been neck deep in tech for more than 20 years, and wouldn’t have it any other way. I started out at a small marketing and PR agency in London back in 1996. After a move in-house, I ended up spending 10 years at NVIDIA working with, and learning from, probably the best technology marketing people in the business. A relocation to Silicon Valley later, and some really interesting years working with a couple of start-ups in the audio space, and I landed here at Webscale.

Webscale helps businesses move their critical web applications to the cloud, where we give them awesome performance, make them resilient to provider outages and downtime, and protect their customers’ data.

Essentially, we help mid-market e-commerce and enterprise businesses deliver an awesome user experience. My role is air cover for sales. I focus on elevating our brand above the noise of the incumbent players, whose businesses we are disrupting, communicating our unique story and differentiation to our target audience of e-commerce and enterprise businesses, and driving strong leads into the sales team.

MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?

As someone who remembers the time before email, I was really excited when technology and automation became tools that a marketer could leverage to get in front of more targets, more often, and with much more reliable and actionable insight into the ROI.

What still surprises me is the level of complexity – specifically when you look at tools like Marketo that require a solid developer resource to achieve the level of customization and integration I want when creating campaigns and tying them into other tools in the marketing stack.

I’m personally looking forward to meeting the companies that are working to reduce this complexity, and what they will bring to the space.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

Looking at our 70+ e-commerce customers, I see common challenges that map pretty closely to this particular subject. They’re all dealing with a demanding online shopper that will go elsewhere if their storefront takes longer than three seconds to load. They are also managing a highly dynamic environment consisting of potentially millions of products that is personalized to the user browsing at that time.

Add to that a myriad of potential target platforms – mobile, desktop, tablet, wearables, IoT –and you have a user experience headache the likes of which a mountain of Advil won’t fix.

I see the same technology and social trends affecting marketing. Attention spans are short, personalization is critical and the need to deliver a consistent (and delightful) user experience across a host of devices, while also hitting those “micro-moments” with the right message at the right time, are key to success.

MTS: What’s the biggest challenge that CMOs need to tackle to make marketing technology work?

In a rapidly growing space like martech, biggest challenge is finding the right blend of vendors that not only have a great product, but are also aligned with your business and are committed to working with you as a partner. This has never been more important.

Expect to kiss a few frogs along the way.

Then there’s the inevitable “sea of data”. Single pane of glass management is the holy grail, and there are some good dashboard solutions out there today, but there is still a way to go before extracting actionable analytics from an array of disparate applications is as easy as everyone would like it to be.

MTS: What startups are you watching/keen on right now?

Mostly our competitors in the Cloud ADC (application delivery controller) space, but there are a few I am looking at in the social ad space. ListenLoop, for example, has some great IP for targeting accounts with innovative pre-roll ad designs.

Personally, I’m also watching a few VR startups doing some amazing work in medicine and education. Truly amazed at how many times that technology has died and risen again from the ashes. I actually think this time they got it right.

MTS: What tools does your marketing stack consist of in 2017?

– Salesforce
– Marketo
– Google Ads & Analytics
– LinkedIn/Facebook/Twitter
– SimilarWeb
– BuiltWith
– Datanyze
And, some internally developed secret mojo!

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

We’re just actually getting ready to execute our first major account-based marketing (ABM) campaign, targeted at the e-commerce segment, which I’m pretty excited about. I mentioned before the importance that personalization will continue to have in the work we do, so this approach is enabling us to go after our top accounts with a highly-tailored campaign, that’s closely aligned to our pre-existing sales effort, without draining resources.

Come ask me again in a couple of months how it went!

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

Embrace positive change! As marketing professionals, the concept of trial and error is, or should be, baked into your DNA. So, when it comes to a new way of looking at a problem, or having a problem identified for you, embrace it, because it might just change everything.

MTS: One word that best describes how you work.

Sleeves-rolled-up!

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

For work – it’s our marketing stack plus Gmail, Google Docs, Dropbox, Slack and Skype which I use predominantly to communicate with our great team in India.

Personally – LinkedIn, Facebook, Pandora, Uber, Flipboard and Waze. Oh, and DoorDash – man’s got to eat!

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

I’m a list-maker and proud of it. Old school notepad, hand-written checklist and the endless joy of striking completed tasks from the list. It usually gets drafted on a Sunday night, and I’ll block off time on my calendar to work on the big things. Life in a start-up marketing department will always be interrupt-driven to a point, but allocating time to focus on key deliverables is critical.

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

Like almost everyone in Silicon Valley, I spend a lot of time in my car. Honestly, self-driving cars can’t come soon enough for me, but in the meantime, if I’m not on calls, I’m listening to audiobooks.

I just finished Chaos Monkeys – felt even slightly bad for Facebook afterwards – and I’m just getting intoThe Upstarts, which focuses on Uber and Airbnb. These are two companies that didn’t just disrupt industries, but fundamentally changed how we think about public transportation and hotel accommodation.

Webscale is disrupting its segment, so I’m going to see what tips I can pick up! Hoping someone does the same for air travel soon as that’s an industry that really needs help.

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

“Don’t take it personally.”I put my heart and soul into everything I put out there, so it’s harder than it sounds.

MTS: Something you do better than others – the secret of your success?

De-mystifying technology

Good writing is something that takes years to be reasonable at, and even longer to perfect. Taking complicated, tech gobbledygook and turning it into clear, simple messaging that hits all the right notes with a target audience is something I like to think I’ve become reasonable at over the years.

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

Shawn Adamek, EVP at Monitor 360

[vc_tta_tabs][vc_tta_section title=”About Andrew” tab_id=”1501785390157-b58e162d-0ae25a4b-c27a6e2c-6431″]

20 years’ experience in managing marketing communications including branding, creative direction, media relations, websites, social media, events, and collateral.Highly creative, with a solid track record of impactful brand and corporate design projects. Talented writer with the ability to bring together disparate elements to create cohesive market positioning, complex whitepapers, case studies and more. Seasoned storyteller with a passion for transforming technical subjects into digestible and meaningful messages. Executed launch campaigns for more than 100 hardware and software products and initiatives throughout career. Trusted communications expert, proven to be persuasive and diplomatic in complex situations with key stakeholders, at all levels of an organization. Built and managed internal and external teams, contractors and outside agencies. Consistently met objectives while working within tight budgets in volatile, fiercely competitive markets.

[/vc_tta_section][vc_tta_section title=”About Webscale” tab_id=”1501785390320-2d44fa50-740c5a4b-c27a6e2c-6431″]

webscale

Webscale is the world’s first and only integrated Web Application Delivery Platform, bringing infinite scalability, high performance, security and control to ecommerce and enterprise websites worldwide. If you’re doing business online, we are critical to your success.

Webscale proactively, and infinitely, scales both the application backend and the delivery infrastructure to handle surges in traffic, while delivering blazing-fast performance globally, and a fully secured web presence.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Interview with Chris Sheen, CMO – SaleCycle

By

Avinash Duduskar

-

April 28, 2017

0

[mnky_team name=”Chris Sheen” position=” CMO – SaleCycle”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“One of the biggest trends that I see is an increasing focus on improving the customer experience online, and ensuring that campaigns (however smart they might be) don’t harm that.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us a little bit about your role at SaleCycle and how you got here.

I guess I’ve gone down a less conventional route than many marketers – starting in sales and then partnerships, before finally landing here at SaleCycle around 5 years ago. Whilst I’ve always worked in the marketing technology industry, SaleCycle was my first actual marketing role. I think these experiences have helped me to avoid some of the ‘habits’ that can sometimes hold back more traditional B2B marketers. As a wise man once told me, ‘marketing qualified leads don’t pay the bills’. It really is all about revenue and so we focus on that, not clicks and downloads which, whilst important to track, are ultimately just vanity metrics.

MTS: How do you see the behavioral marketing segment evolving over the next few years?

One of the biggest trends that I see is an increasing focus on improving the customer experience online, and ensuring that campaigns (however smart they might be) don’t harm that. We talk a lot at SaleCycle about the difference between ‘influencing’ visitors and ‘interrupting’ them. When you influence them you increase conversion rates and don’t damage the customer experience; if you interrupt them then you might experience a short-term boost in conversions – but damage the perception of your brand and website in the long run.

I often cite Booking.com as a reference case for doing this incredibly well on their website; they use persuasive on-site messages to boost conversion rates. Importantly, the messages don’t interrupt the experience (which would be irritating) but are instead designed to influence the consumer and encourage them to go ahead and book their trip there and then.

It’s a fine line to tread, but the increasing importance of that experience is great to see – after all, we’re all consumers ourselves first and foremost.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

It feels almost too obvious to say it, but it has to be mobile.

Mobile traffic has finally (consistently) overtaken desktop traffic (figures from StatCounter March 2017 above) and it’s the brands who can successfully convert this mobile traffic into revenue that will win. .

MTS: What’s the biggest challenge for startups to integrate a behavioral marketing platform into their stack?

It’s not so much a challenge, rather a common mistake, but it would be trying to do too much at once. There’s so many different ways you can use behavioral data that it’s tempting to try lots of different things at once – but that often leads to a lack of focus on what the goals are – and ultimately mistakes. I’d always recommend taking the time to look at your customer journey and break it down into different areas to get some quick wins.

MTS: What startups are you watching/keen on right now?

I love the Moneybox App. It’s a smart way to help people save money, effectively hooking up to your bank account and enabling you to ‘round-up’ your day-to-day purchases and invest the loose change into an ISA. Spend £2.40 on a coffee for example, then it’ll round the purchase up to £3 and put 60p into a savings account. Closer to our own industry and I really like the work that the guys at Pouch are doing. Effectively making it easy for shoppers to find discount codes on their favourite websites. It’s a simple concept and a smart use of technology to empower the consumer.

MTS: What tools does your marketing stack consist of in 2017?

Where to start?! There’s lot. I would say we use between 20-30 different marketing tools as a team but I’ll give a special mention to Wistia and Circulate. Wistia is central to our whole video marketing strategy, enabling us to deliver a great viewing experience and monitor the success of every single video we produce. Circulate is a pretty cool social sharing tool – it enables us to tap into the social networks of our 150+ staff globally by recommending content for them to share on a weekly basis.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

I’m particularly proud of the promotion around our recent webinar series. Whilst anyone can run a webinar (and lots of companies do) we’ve taken time to think really hard about creating a more interesting experience for our audience. From video trailers to help promote the webinars, pre-roll content while you wait for the webinar to start and high attention paid to the content (both with design and the use of multimedia) I’ve been really pleased with the what we’ve produced.

The great thing about webinars is that measuring success is pretty straightforward. We’ll measure it in terms of signups (new leads vs existing contacts), attendance (both live and on-demand versions) and then ultimately what portion of these contacts are then associated with opportunities and new business revenue (the good stuff – ££).

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

Whilst it’s easy to get lost in the buzz, when you break it down to its basic form – AI is still just data and automation. The same stuff that marketers have been wrestling with the potential of for years. Like anything around ‘big data’, AI works best when it is used to help marketers engage with customers. Brands who are using AI effectively will map out their customer journeys then use AI to identify key areas to focus on, e.g. using chat bots to help with minor pain points.

This Is How I Work

MTS: One word that best describes how you work.

Passionately.

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

Slack and Infogr.am.

Slack has become integral to the way we communicate as a team; and Infogr.am has revolutionised the way we report on data and trends (who said KPI reports had to be boring?!).

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

Cutting my reliance on work email. Using Slack, Google Hangouts and the phone (yep, even the phone!) to communicate as a team has ensured that I am no longer a slave to my inbox. On a good day, I’ll only check it three times (first thing in the morning, at lunch time and at the end of the day).

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

Leaders Eat Last by Simon Sinek. I’m a massive Sinek fan and love the way he deeply analyses and then simplifies complex challenges. I’m actually reading it in paperback format having broken my Kindle on holiday (gutted!). I’m an avid reader of business blogs too – with Harvard Business Review and Econsultancy particular favourites.

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

Do it your own way and don’t compromise. It was advice given to me by one of the owners of SaleCycle just before I joined and I think about it virtually every day. His point was that marketing by its nature is very subjective – and whilst some of what you try is bound to fail, the only way to do really great work is to take risks and have no regrets. On reflection, there’s no doubt in my mind that the quality of our work has suffered when we’ve compromised – like they say, ‘a camel is a horse designed by committee.

MTS: Something you do better than others – the secret of your success?

I would say that I am fairly good at finding inspiration in unusual places. I’m a big fan of looking at the marketing and advertising done by companies in completely different industries and finding a way to twist it to work for our market. For example, our last two videos have been inspired by Spotify and Chelsea Football Club.

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

Max Pepe at Mozoo, and Simon Sinek (obviously!).

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

[vc_tta_tabs][vc_tta_section title=”About Chris” tab_id=”1501785390157-b58e162d-0ae25a4b-c27a2167-8b4b”]

Chris is passionate about pushing the boundaries of what is expected from B2B Marketing. Dedicated to producing remarkable content which delights, entertains and educates SaleCycle’s global audience. Read my latest musings on the Econsultancy’s blog.

[/vc_tta_section][vc_tta_section title=”About SaleCycle” tab_id=”1501785390320-2d44fa50-740c5a4b-c27a2167-8b4b”]

Founded in 2010, behavioral marketing company SaleCycle helps marketers reconnect with their customers online. SaleCycle’s solutions enable companies to improve their entire customer journey – from the moment someone lands on their website for the first time, all the way through to following-up purchases in style.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Three Dangers of Affiliate Marketing and How to Avoid Them

By

Robert Glazer

-

April 28, 2017

1

The affiliate industry is nuanced. There are many players, layers, and moving parts. While some of these nuances are what make the affiliate model unique and valuable, such as connecting compensation to outcomes, there are others that are less desirable. What’s more is that, if a company is unaware of them, they risk damaging their brand.

For companies to take full advantage of the opportunity and return on investment that an affiliate program is capable of producing, they need to understand and recognize certain aspects and nuances of the industry. Here are three to watch out for:

Affiliates who do not create value. Affiliates are marketing partners. They include content bloggers, review sites, schools, and organizations, to name a few, and can be incredibly effective at promoting a brand’s products, and services. The vast majority are highly reputable and consistently drive legitimate incremental sales for brands. However, there are also those who do not.

In affiliate marketing, the concept of “incrementality” generally refers to sales that an advertiser would not have obtained without an affiliate’s contribution. In other words, the affiliate is driving a new customer to a company.

Where it gets nuanced is when a company assumes that all the affiliates in their program are driving new customer sales when, in reality, there are ones who are primarily benefitting from the efforts of other affiliates or channels.

As an example, some affiliates (we’ll call them “last-in affiliates”) design their business models to try and capture customers who are already in the buying process or in the shopping cart. By doing this, they may also negatively impact affiliates who are driving top-of-funnel value for the brand and new customers via their blog, social media channel, review site, etc.

By intercepting a customer while their intent to purchase is already high or right before the point of sale, these last-in affiliates often get credit for transactions they had done little to initiate or offered no incremental value to. Consequently, companies end up paying these last-in affiliates substantial commissions.

To prevent this type of low to no value activity in your program, it’s important to not accept results at face-value. Dig into your affiliates’ tactics to truly understand how they are promoting your brand and consider structuring your external attribution model so that it doesn’t reward this behavior.

Unethical Affiliates. While most affiliates are ethical partners who drive significant value to companies, bad apples do exist, unfortunately. These unscrupulous marketers shouldn’t be confused with affiliates who may not add incremental value. No, these types of affiliates are more nefarious. They purposefully engage in deceptive marketing activities to collect commissions.

For example, in a recent article, Dr. Mehmet Oz shared his personal story of how some ethically questionable affiliates and online marketers use his likenesses to sell and promote acai berry and other products – all without his permission. It’s gotten so bad that it’s put his brand and integrity at risk. To call attention to this pervasive issue, Dr. Oz has dedicated multiple episodes of his television show to the topic, even hiring private investigators to find out who these shady marketing individuals are and educate the public how they are being purposefully duped.

Some companies are aware of these bad apples but turn a blind eye because their marketing tactics generate revenue. Other companies have no idea that these types of affiliates are in their program or promoting their brand in illegal or unethical ways. Regardless, neither scenario reflects well upon a company or demonstrates a successful program.

Similar to how you can avoid compensating affiliates who don’t offer any value, preventing unethical affiliates from getting into your program requires that you screen each of your partners carefully, have transparent insight into what they are doing to promote and represent your brand, and monitor their activities once they are accepted into your program.

Misaligned incentives. For most of the affiliate industry’s history, networks have represented both affiliates and merchants in a single transaction and charge “performance fees” to do so. While this structure is not nefarious or illegal, it leaves no room for proper checks and balances, so incentives are perpetually misaligned. These misaligned incentives have also led to serious issues, including fraud, trademark bidding and cookie stuffing.

Today, even though the industry has evolved and matured, some of those misaligned incentives still exist because they benefit many of the players in the value chain; shutting down these behaviors can mean less profitability. Fortunately, there are companies who are becoming more discerning about who they partner with. They are also starting to rebuff partners who don’t have their back, who aren’t representing their brand with integrity, and who accept kickbacks. This is a welcome stance and one that will help the affiliate model reach a place where everyone has an opportunity to excel and work together productively.

Nuances exist in every industry. Some lead to a competitive advantage where others can be a blow to one’s brand. By choosing your partners carefully, demanding transparency from them, and ensuring that there’s a clear connection between the results you’re getting and the amount of money you’re paying, you’ll be able to reap the rewards that a nuanced affiliate program offers.

Interview with Ron Corbisier, Chief Executive Officer – Relationship One

By

Avinash Duduskar

-

April 27, 2017

0

Interview with Ron Corbisier, Chief Executive Officer -- Relationship One

[mnky_team name=”Ron Corbisier” position=”CEO at Relationship One”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“I’m curious – I’ve always got to know how something works, why it works, how to make it better.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us about your role at Relationship One and how you got here.

I’m co-founder and CEO at Relationship One. I’ve been in marketing for over 20 years now, both on the client side running marketing teams and the consultant side as part of large ad agencies as well co-owning an agency start-up. Like most marketers, I’m doing something completely different than planned. I originally started off working on my doctorate in Biomedical Research – Biochemistry but just couldn’t see myself in that role for my career so I jumped into emerging technology and got hooked. Since then I’ve been focused on helping organizations leverage technology to enable and empower their sales and marketing efforts.

MTS: Given the massive proliferation of marketing cloud technology, how do you see the market evolving over the next few years?

I think there will be both a compression of the tools that are out there as well as a collision of different technology stacks, specifically, martech and adtech as well as its integration with the sales technology stack. And that’s a good thing. There are tons of point solutions out there available for marketers to take advantage of but only those that play well with others, share data, are interoperable, will stick around.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

I’m not sure there within marketing there is a most anything – its far too diverse. That said, there are always going to be new approaches an tactics like predictive modeling, account based marketing, etc. but one of the fundamental shifts that will impact them all in the near term, even though it too is the latest buzz work, it is probably going to be AI. More specifically, the impact of machine learning on marketing strategy, execution and optimization. I say AI because it’s not just one thing, not just a tactic or new approach…it impacts everything we do as sales and marketers.

MTS: What would be your advice to startups as they start planning to invest in marketing technologies?

Focus on the data and openness. Every thing we do requires quality data, both data we own and data we earn, buy or rent. You have to invest in tools that allow you to easily share information between them. You also have to have to invest in tools that are open and extendable. There is not one single platform that can do everything you need it to do. One of the things I love about the Oracle Marketing Cloud is it AppCloud framework which allows you to connect it to and integration with just about anything. Flexibility is always key for marketers.

MTS: What start-ups are you watching/keen on right now?

Great question – its not so much a particular company but rather different technologies. I’m really interested in data, as it powers pretty much everything we do as marketers, so I’m watching for any start-ups that have a different way of capturing data, connecting cross-channel activity, and enabling data for orchestration and optimization.

MTS: What tools does your marketing stack consist of in 2017?

As marketing cloud consultants, we are lucky to have access to some awesome tools for our stack including Oracle SRM for our social management, Eloqua and Responsys for orchestration, BlueKai as our DMP, Maxymiser for testing and personalization, Influitive for advocate marketing, our own Data Cloud product to warehouse all of our sales and marketing data within a single repository, and data visualization and analysis tools like Tableau.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

We’ve created and built countless campaigns for our customers, but one of ours that stands out, hands down, is our Inspired Marketing campaign which is a series of podcasts, blog postings, and now a new magazine debuting at MME17. It’s really not us but rather a platform for marketers to share their stories and experiences. We just help enable it and in doing so, we not only inspire others but ourselves. With respect to measuring our success, we look at various hard metrics like clicks, listens and revenue attribution, but one of the best success metrics has been the increase in the number of companies that want to share their story.

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

Embrace it – its already here, you are already using it…its only going to get better. To take advantage, train your team members on how it will impact their efforts and how to better take advantage of it now and going forward.

MTS: Is this your first time attending Oracle MME? (If not, how were your past experiences?)

No – I’ve been at every MME, and Eloqua Experience (EE) prior, except the very first.

MTS: In your opinion, how far have marketing clouds come to make customers feel less transactional?

A huge leap…transactional based effort still do and will continue to exist. But we have moved from a simple email or simple message or simple interaction into complex journeys and orchestrations. That requires the integration of data from various systems, the ability to plan, execution and optimize your efforts, and tool interoperability.

MTS: Who else do you know that is attending Oracle MME17?

I love MME because I get to catch up with friends and colleagues, some of whom I only get to see in person once a year at MME, as well as hear what other customers are doing with their marketing and technology efforts. I’m especially excited this year’s Heroic Marketing session with Kristen O’Hara from Time Warner and Elissa Fink from Tableau.

MTS: One word that best describes how you work.

Inspired

MTS: What apps/software/tools you love using for your daily life?

Waze to get me around, EasilyDo to keep me organized, Facebook to keep me connected with my friends and family, my email (or course), Apple News on my iphone to keep up with events, and iMessage which usually gets a workout.

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

I need more but probably my Apple Watch because I can stay on top of events, messages, etc. more effectively while being less disruptive to others.

MTS: What are you currently reading? (What do you read/watch, and how do you consume information?)

I start my day and end my day with a quick review of both general and industry news and events. If I’m reading a book it’s rarely something that is not related to business, sales, or marketing (currently, I’m reading Disrupted by Dan Lyons). I’m a bit of an information junky so I’ll read or watch just about anything of interest.

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

“If you love it, stick with it, if you just like it, move on.” That was the advice I was given by one of my PhD advisors when I was trying to decide what I wanted to be when I grew up. It served me well then and I tend to apply it daily.

MTS: Something you do better than others – the secret of your success?

I’m curious – I’ve always got to know how something works, why it works, how to make it better.

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

Elon Musk

[vc_tta_tabs][vc_tta_section title=”About Ron” tab_id=”1501785390157-b58e162d-0ae25a4b-c27a65c4-6f13″]

Results-driven professional with more than fifteen years of marketing and brand development experience, developing integrated marketing programs to launch and sustain product and service offerings for both B2B and B2C-centric organizations and implementation of organizational brand and integrated marketing processes.

[/vc_tta_section][vc_tta_section title=”About Relationship One” tab_id=”1501785390320-2d44fa50-740c5a4b-c27a65c4-6f13″]

RelationshipOne

At Relationship One, we empower organizations to modernize their marketing through strategy, technology and data. Our staff of certified Oracle Marketing Cloud consultants, integration specialists, data analysts and development gurus have a well-respected track record for delivering solutions that meet our customers’ unique business needs.

Our mission is simple – inspire success.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Collaboration is Key in Conquering Brand Safety

By

Alex Bornyakov

-

April 27, 2017

1

Despite accounting for an impressive two-thirds of US digital ad spend in 2016, the path of programmatic has by no means run smooth. While it is true that programmatic has proven its worth as a cost-effective, far-reaching method of advertising, recent industry developments – such as the revelation that major brands have unknowingly funded terrorism by allowing ads to appear alongside extremist content – have brought long-harbored concerns around brand safety swiftly to the fore.

The explosive investigation by British newspaper The Times highlighted several examples of ads appearing in politically or morally misaligned environments on Google-owned social media platform, YouTube. Given that a single misplaced impression can tarnish a brand reputation in an instant, it is little wonder brands and their agencies are now calling upon publishers and ad tech providers for addressing these concerns.

Brand Safety in the Aftermath of Ad Misalignment

In the short term, several major brands have opted to boycott Google-owned platforms, while agencies such as AT&T and Johnson & Johnson have also confirmed the withdrawal of their ads until the tech giant takes adequate measures to prevent the situation re-occurring.

However, despite repeated apologies from Google and the company’s potential loss of ad revenue (predicted to total $750m in 2017), the platform’s global reach, coupled with the hold that programmatic has over the digital ad landscape, means there will always be an abundant supply of demand partners ready to secure inventory. Therefore, as an industry, we need to work towards a longer-term solution to ensure brand safety is upheld.

On the positive side, Google has already considered the impact of misaligned content on the wider industry. It recently announced partnerships with media measurement and analytics firms Integral Ad Science and ComScore, to provide a brand-safe ecosystem across the social platform, YouTube, which will ultimately give brands “more control over where their ads appear.”

Programmatic Progress

Many brands are pointing the finger at programmatic, but is it correct to lay the blame entirely on a method of ad trading that is so efficient in other ways?

The concept of ads appearing next to contextually inappropriate content is not new – for example, an ad for a processed food product being served next to an article about the health benefits of organic foods.

Or a rail operator promotion appearing alongside news coverage of a train crash. The problem now is that brands do not always feel in control when their ads are traded programmatically.

Therefore, it’s time we fixed the problems with programmatic to restore transparency and accountability across the board.

Safety through Server-Side Solutions

One of the perceived pitfalls of programmatic is that header bidding – a process designed to speed up the bidding process to help advertisers secure inventory more effectively – is actually leaving brands susceptible to inferior ad placements when the technology is implemented client-side.

In contrast, server-side integration of header bidding technology allows for far more transparency as a broader pool of demand partners can be added, providing both publishers and marketers with increased visibility into the entire bidding process.

Therefore, for marketers who already rely on header bidding as a means to secure inventory, implementing server-side tech integration is one way to ensure brand safety.

Collaboration is Key

While publishers and ad tech developers work hard to iron out brand safety issues, brands and media agencies also need to work together to ensure both parties are satisfied with proposed campaign strategies. It’s important for marketers to remember that agencies – although there to help advise and recommend – are ultimately bound by the instructions of the brands who are funding campaigns in the first place.

Therefore, marketers need to take responsibility for deciding what constitutes misaligned content before campaigns are executed, and provide clear briefs for media partners based on their individual content preferences. For example, a gambling business may not object to its ads being placed next to sexually explicit material – who knows, it may even help their campaigns – whereas most household brands would shudder at the thought of being associated with the unsavory content.

As marketers become more familiar with the finer details of programmatic, they should be confident in questioning their agencies on the processes involved.

By focusing on quality (optimum ad placements) rather than quantity (views and click-throughs), marketers can at last embrace programmatic as a means of reaching their most relevance audiences within a brand-safe environment.

Despite its seriousness, the repercussions of the Times investigation are ultimately paving the way towards a safer, more transparent online advertising ecosystem. With brands, media agencies, ad tech developers, publishers and ad networks – and even Google – reviewing their brand safety policies, the future of brand safety looks bright.

From Cookies to Ad IDs, Why Email Is Key

By

Matt McGowan

-

April 27, 2017

0

From Cookies to Ad IDs, Why Email Is Key

Necessity is the mother of invention, and the need to provide a reliable identifier for mobile users has led to a revolution in identifying and tracking users across all devices. We may not see the fruit of this revolution for a few years, but I predict that the depreciation of the cookie will continue.

Responding to the difficulty of identifying mobile users, Google’s Ad ID was created to allow advertisers to enable a persistent, anonymous consumer profile for mobile phone users. Another important innovation came in late September when Google began allowing cross-device remarketing for signed-in users across Google Display Network and DoubleClick Bid Manager.

The cookie is too entrenched to disappear anytime soon. But Google’s moves show that it is becoming less valuable to advertisers.

This is a very good thing because advertising based on the cookie uses probabilistic data, which is not that accurate. The probabilistic approach makes guesses based on patterns identified in the data. Add in the factors that cookies don’t fire in the mobile environment, and with mobile recently passing 50 percent of all digital usage in the US, I might argue that this approach is basically random.

The deterministic advantage

As TubeMogul’s Hartie Chang points out, deterministic data is based on the matching of two or more unique identifiers that are typically declared data. Because a consumer has provided this data voluntarily, its accuracy is much better.

Deterministic data is often focused around an email address provided as part of a subscription or login. As a mobile user, if I’m logged into Twitter or Facebook or one of the many Google apps, I am clearly – if anonymously – identified via my email address.

Email is becoming the universal-unique identifier, and you should use it as such in your CRM. This means that you need to work harder to acquire email addresses in order to identify and reach your customers – and you need to do it in a legal, clean and effective way.

Email – more valuable than ever

We recently surveyed consumers and found that when faced with a popup or other content blockade that asks for an email address, almost six out of 10 potential customers provide an outdated or phony email address or leave the page.

If you port your database of emails into Google for an ad campaign and too many of them are broken, Google will downgrade your quality score. This will mean that you’ll end up spending more for ad campaigns. Also, because Gmail is the largest ISP and also partners with other ISPs, this will affect your deliverability and campaigns outside of Google as well.

On the other hand, a CRM full of good email addresses used as unique identifiers will not only increase your ad quality score, it also allows you to anonymously identify and reach your customers with advertising across devices.

Now, add in the value of improved attribution modeling. What if I could tell you that a customer’s propensity to open an email increased if he/she had seen an ad 30 minutes before? People aren’t very likely to click on ads, but getting them to open your emails is actually more valuable because email is a better delivery device for information and offers. How much is that worth to you?

Clean up the email act

In the short term, the desktop remains an important marketing channel, so advertisers are stuck with having to use two different ways of identifying consumers. However, I believe that the issues with ad viewability and fraud will continue to beat down the effectiveness and ROI of desktop marketing while driving up the ROI of permission-based email marketing.

Email is now king, but that makes it more important than ever to acquire emails the right way. Winning customer love in the form of a good email address is the holy grail for delivering marketing that consumers love.

This article was originally published on Chief Marketer.

Interview with Aaron Dun, Sr. Vice President Marketing – SnapApp

By

Avinash Duduskar

-

April 26, 2017

0

Interview with Aaron Dun, Sr. Vice President Marketing - SnapApp

[mnky_team name=”Aaron Dun” position=” Sr. Vice President Marketing – SnapApp”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Don’t wait around for someone to tell you to address something that needs fixing, volunteer to take it on, go make it happen.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us a bit about your role at SnapApp and how you got here.

I head up all of marketing for SnapApp, making sure that we get our story out into the market and scale demand for our products. I particularly enjoy helping other marketers reshape their strategies and find better approaches to get the results they need.

How did I get here? I love marketing to marketers, and after we sold my last company, I was excited about jumping back into this market and working with the team to scale the business.

MTS: How do you see the B2B interactive-marketing segment evolving over the next few years?

As the millennial generation becomes our business buyers, we are seeing a dramatic shift in how we as B2B marketers have to think. Buyers today are demanding more conversational, more engaging experiences – it’s a buyer-centric world, and we need to create content focused on their wants and needs, not just what we want to say to them. The focus on engaging, interactive experiences is becoming a must have part of a marketing strategy, not just a nice to have.

MTS: What’s the biggest challenge that startups need to tackle to integrate a marketing platform like SnapApp into their strategy?

Marketers need to start thinking bigger about interactive marketing. To be effective, interactive content can’t be the latest cool tactic marketers can use one time to impress the boss. It needs to be part of a larger strategy that lets marketers create amazing experiences that drive engagement at scale, all while also capturing the information they need to better qualify and convert leads. Interactive content layered across different stages in the funnel can transform your marketing strategy, but it can’t be a one off event.

MTS: In your opinion, how far has video marketing come to humanizing the customer connect?

I think this is still in its very early stages. Video is still a static one-way flow of information, it’s just a better presentation medium. We need to think about more ways to create a conversation. Imagine a video that watchers can actually interact with, and structure the message based on how you respond to certain questions? It encourages the kind of engaging experience that standard video just isn’t providing.

MTS: What startups are you watching/keen on right now?

SnapApp of course, but I think there big things going on in ABM with companies like Engagio and real-time sales with companies like Drift.

MTS: What tools does your marketing stack consist of in 2017?

We have lots of tools that we use and test frequently including Uberflip, Hootsuite, Optimizely, among others. Well, and SnapApp of course!

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

Because we market to marketers, we get the unique opportunity to use our own interactive content platform to create marketing content. One great example that comes to mind is what we call Content Land: An Interactive Quest for Modern Marketers. We had three main goals when conceiving Content Land: (1) educate users about the impact of interactivity with compelling statistics; (2) exhibit the possibilities of the SnapApp platform; and (3) provide some unique B2B entertainment.

Our main target was our top of the funnel audience (since it’s more of a light, entertaining touch), but we also used it as a sales enablement tool at the bottom of the funnel to show off what our platform can do. For the initial launch, we layered the experiences across all our promotion channels, including email campaigns nurture streams, paid media, social media, our website, blog posts, and more. (Though to this day, we incorporate Content Land as a call to action for other content where appropriate!)

We hit on a theme and a concept that really resonated with our audience. The piece say higher click throughs, conversions – all the metrics you want to see go up. And beyond the hard metrics, we ended up with an awesome piece of evergreen content to use across the funnel that also served as great social fodder and customer inspiration.

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

The good news is that I think we have a long time to worry about this. Certainly there are some first movers who will see some interesting traction, but we are a long way from mainstream. The challenge I have with AI is where is the dialogue? If we create a bot, does that bot actually deliver value to the prospect/customer or does it become another static channel that we push undifferentiated content through? Would love to see AI that actually improves and advances the experience at scale.

MTS: Is this your first time attending Oracle MME? (If not, how were your past experiences?)

First time for me, definitely looking forward to seeing what’s new and learning from the other attendees and sessions.

MTS: Who else do you know that is attending Oracle MME17?

Great question, aside from my team and a number of our customers, will see when we get there!

THIS IS HOW I WORK

MTS: One word that best describes how you work.

Real-Time? I try to collaborate and enable folks to deliver their best and then get out of their way.

MTS: What apps/software/tools you love using for your daily life?

Evernote, Slack, iMessage, Waze, Fitbit, Pocket, Runkeeper, SnagIt (and more!)

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

I deal with my personal email generally just once a day. While I might keep up with anything that is important as it happens, I don’t worry about cleaning it out until the next morning. I take 45 minutes or so early (5AM) to clear through email, set up my to-dos for the day, and read something interesting. That way when I am ready to go when I hit the office and the rest of the world is rolling.

MTS: What are you currently reading?

I just finished Chaos Monkeys, by Antonio García Martínez, a fascinating insider look at ad-tech and the Silicon Valley startup world.

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

Don’t wait around for someone to tell you to address something that needs fixing, volunteer to take it on, go make it happen. Bias towards action, always.

MTS: Something you do better than others – the secret of your success?

That’s a tough one, better to ask the people I have worked for/worked for me! I would say that I just try to stay focused as best I can on the end goal, and help people achieve their own success along the way.

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

Mark Zuckerberg.

[vc_tta_tabs][vc_tta_section title=”About Aaron” tab_id=”1501785390157-b58e162d-0ae25a4b-c27a980a-8a92″]

Aaron drives marketing and strategy for SnapApp. Prior to SnapApp, Aaron served as the CMO for Intronis through its acquisition by Barracuda Networks. He has played a leadership role in the marketing success behind Percussion Software, Ness Technologies, Lionbridge Technologies, and Softscape.

[/vc_tta_section][vc_tta_section title=”About SnapApp” tab_id=”1501785390320-2d44fa50-740c5a4b-c27a980a-8a92″]

SnapApp empowers marketers to create personalized interactive experiences that activate buyers, accelerates leads through the funnel, and unleashes growth. We do this by putting the buyer at the center of their strategies with interactive content that creates a two-way, dynamic conversation vs. the static one-way information flow that comes from traditional content types.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Interview with Jason Oates, Chief Business Officer, LiveIntent

By

Avinash Duduskar

-

April 25, 2017

0

[mnky_team name=”Jason Oates” position=” Chief Business Officer, LiveIntent”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“We’re big fans of eating our own dogfood, so we test and use our own products and features that relate to people-based advertising and marketing.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us a little bit about your role at LiveIntent and how you got here.

We built LiveIntent to solve the age-old conundrum: How do we bring all that is special about display advertising the first medium to go cross-device (remember the Blackberry?): email. We developed a platform where brands could reach their customers in publishers’ newsletters as they were present and paying attention, all without sending another email. Years later, we’ve evolved with new products and offerings and sit at the intersection of Marketing and Advertising: bringing the power of one to one relationships to channels where that was never before possible. The ability to do marketing in advertising channels, and use advertising technology in marketing channels is key to the biggest single shift in advertising since digital: People-based Marketing.

These days I spend much of my time at conferences and events evangelizing People Based Marketing and the LiveIntent vision. I also have the pleasure of collaborating directly with many of our clients on the development and evolution of their people-based advertising and marketing initiatives and am passionate about fostering relationships between brands and the people they serve.

MTS: How do you see the cross-device ad market evolving over the next few years?

The industry is becoming more people centric; brands must understand where people are in their journeys and be present where their audiences are paying attention, in ways that fit with their intent and their interests. With technologies like Identity Graphs coming to the fore, the question of device will become irrelevant. Instead, Identity Graphs built by platforms and brands working together (and not through the intermediary of walled gardens) will help brands be present with the customer irrespective of device, channel, or platform. Email will be central to this shift, as email has evolved from no longer being about sending email. Email is now the key to marketing to people, not devices.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

To fully realize the dream of people based marketing, the industry must rethink how it defines reporting and attribution. Many of the attribution companies are overly dependent on cookies. The truth is, we are living in a mobile first world. Because the mobile environment is unreliable for cookies, it doesn’t make sense to rely on cookies for attribution. Favoring cookie-friendly channels will ultimately drive down scale and ROI because marketers will optimize out of high performing blind spots; which are channels where commercial cookies don’t work globally.

MTS: What’s the biggest challenge for startups to integrate a platform like LiveIntent into their stack?  

Marketing departments have traditionally evolved in a structure that separates Media Buying teams from CRM teams. Yes, they both may fall under a CMO, but these teams have traditionally worked in silos, competed for budget, used different tech and had different goals and approaches to attribution. To bring these teams together takes a tremendous amount of inspiration, education and perspiration. Because we sit at the intersection of Marketing and Advertising (allowing brands to have a consistent relationship with a known person, irrespective of device, channel, or platform) it requires a change mindset for brands to adopt these new opportunities. But those who are forward-looking and prepared for a future where a brand can be present wherever their audience is paying attention have been the best adopters.

MTS: What startups are you watching/keen on right now?

I spend a lot of time with retail start-ups; direct-to-consumer brands and those who will be direct-to-consumer and brick-and-mortar. They are challenging the status quo and know they’ll need to leverage new technologies and approaches to disrupt their entrenched competitors. Since they are relatively small and work with a sense of urgency, the process of testing, learning and optimization moves and evolves quickly.

I also love that up-and-coming brands like Mack Weldon, Greats, TechStyle, Outdoor Voices, Bombas and Harry’s focus on being great at one thing and have found a way to compete with the likes of Amazon. Yes, you can buy razors, socks and shoes at Amazon, but many people will identify and buy from a brand that has a product and story they align with.

MTS: What tools does your marketing stack consist of in 2017?

We’re big fans of eating our own dogfood, so we test and use our own products and features that relate to people-based advertising and marketing. On top of that, we test and use many 3^rd party technologies such as Marketo, Outreach, Salesforce and Clearslide.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

We have done very well with automotive campaigns, since they tend to jump in with both feet. With one Auto Company, we were working with a CRM team that was tasked with acquiring hand-raisers (prospects) and engaging current customers interested in learning about a dramatically redesigned SUV. The CTR on the acquisition campaign was 350% higher than their average CTR. We beat the cost per lead (hand raiser) goal and we helped the CRM team reach 38% more customers than the CRM team reached by sending customers CRM emails themselves. That was the first time the automotive team tried CRM retargeting and they’ve been doing it ever sense.

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

I remind brands and partners to consider how important creative is. You might have an identity graph and all the right activation partners (e.g. Facebook, Google, LiveIntent), but if you don’t have the right thing to say or offer to people, you’ll miss the point of AI driven People Based Marketing.

MTS: Is this your first time attending Oracle MME? (If not, how were your past experiences?)

Oracle MME is a reflection of Oracle’s reputation: brilliant insight, great design, and exemplary thought leadership. Oracle is one of our favorite partners, and Oracle MME is always a great opportunity to meet with our customers. One of the huge advantages of MME is that most attendees understand the value of people based marketing, so we can have higher level conversations. Many of our top executives, including Matt Keiser (CEO) and David Helmreich (COO) will be attending this year.

MTS: Who else do you know that is attending Oracle MME17?

We work with thousands of brands and publishing companies and many of them will be attending MME17.

THIS IS HOW I WORK

MTS: One word that best describes how you work.  

Hallucinogenic-Optimism

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

Email (of course), along with Slack, LinkedIn and Salesforce.

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

Starting with why and leading with a deep sense of purpose.

MTS: Something you do better than others – the secret of your success?

I’m comfortable being uncomfortable. To do anything extraordinary, you must embrace and foster change which pushes people outside of their comfort zones. That’s something I do better than most people and yet I know I could do better.

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

I listen to audio books on a regular basis with a focus on business, sales and leadership. I just finished Our Iceberg is Melting and next I’ll be reading Chaos Monkeys.

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

The first thing that comes to mind is the poem If by Kipling. My grandfather recited that poem to me many times and I’m now doing the same with my son. This stanza that’s been top of mind lately is

If you can dream—and not make dreams your master;
If you can think—and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same

Editor’s note: Bien, esto puede interesarte – http://news.bbc.co.uk/2/hi/south_asia/7095922.stm

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

John Edwards who heads up the Verizon CRM team.

[vc_tta_tabs][vc_tta_section title=”About Jason” tab_id=”1501785390157-b58e162d-0ae25a4b-c27ae457-94ec”]

Jason Oates is Chief Business Officer of LiveIntent–the first and only real-time email ad serving platform and email advertising marketplace. Jason helped co-found LiveIntent in 2010 and focused on sales and customer success. As CBO he’s now fueling the company’s hyper-growth by overseeing recruiting and people development, culture and sales development. In 2013 LiveIntent was recognized as the 7th fastest growing company in NYC according to INC 500.

[/vc_tta_section][vc_tta_section title=”About LiveIntent” tab_id=”1501785390320-2d44fa50-740c5a4b-c27ae457-94ec”]

liveintent

LiveIntent is a company built on people. Our culture centers on the people that work here, and our platform centers on the people we help marketers reach. We’re smart. We’re unique. We’re fun to work with. And we’re looking for people that are smart, unique and fun to work with.

Our platform helps over 1100 top brands deliver marketing and advertising messages in logged-in media to over 145MM unique, engaged people each month, in emails sent by over 1300 top US publishers and brands to their loyal subscribers.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Key Publisher Strategies for Operating in the Programmatic Video Landscape

By

Dvir Doron

-

April 25, 2017

1

According to J.P Morgan programmatic video in the US alone is tipped to grow 12% in 2017 compared to 2016 and is growing faster than search.

Why is programmatic video so confusing?

Despite competition from Google and Facebook, the growth in mobile video and the increase in the number of formats have enabled programmatic video to become the go-to transaction process for most video advertising. Still, many publishers remain confused by programmatic video processes and technologies.

The increasing number of players, rapid technology changes and multiple auctioning and bidding processes are all contributing to the growing confusion. To help publishers navigate through the programmatic video scape, we identified key considerations that will simplify decision making.

Choosing your path in a multi-forked trading landscape

Although ideally it would make sense to focus on revenue goals tied to audience data, many publishers are still confused by complex programmatic video technologies, and tend to work within the scope of their technology limitations.

By doing so publishers risk overlooking new video formats and improved bidding techniques that could lead to better yield optimization. Rather than unleashing the full potential of data insights leveraged by programmatic video, many lose out on significant revenue gains. In video, where there is more to gain than display, this route is even more detrimental. So before making fateful business decisions, it pays to make sense of the varied opportunities for better video transactions.

Open real time trading, private trading, direct deals or combined trading?

In the open Real Time Bidding (RTB) marketplace publishers have the advantage of vital insights and more inventory control by tweaking pricing. For instance, publishers can see what specific audience segments are best performing and which are the most sought after by advertisers. These insights can be used strategically to maximize the value of audiences and optimize for cost efficiency. By building stronger relationships with the high-value customers publishers can attract new audiences that match this profile.

But although RTB makes it easier to reach wider audiences, it does not give a guarantee on return. Nevertheless, with more focused user-targeting and better insights, RTB can provide better cost efficiency for video campaigns and more exposure to demand. It can actually contribute to a better strategy whereby publishers can use insights on what they’re selling, who they are selling to and what prices work best to form direct sales pricing and strategy.

Video and Programmatic Direct

Programmatic Direct, more or less an automated version of the insertion order, offers the distinct advantage of guaranteed demand at pre-set prices. The promise of programmatic-direct is the possibility of securing premium ad slots filled at premium prices, which is highly critical for video. The downside is that it does not guarantee publishers that all ad inventory will be sold.

The arrival of video header bidding introduces a more advanced channel for data-driven decisioning based on demand, not inventory. Combining header bidding with programmatic direct enhances monetization opportunities.

Video traded in the Private Marketplace (PMP).

The true value of the PMP is the direct line it facilitates between a buyer and their audience. Ideally publishers connect specific audiences and video inventory to demand partners who value them most.

But for all its value, PMPs often don’t reach their full potential: They take a lot of time and effort to manage and can be difficult to scale. When managed correctly PMP can be used as an incentive to encourage advertisers to reach a spend threshold specified for premium video inventory.

Why it pays to get the mix right:

To maximize the impact of video, it pays to combine different programmatic trading options and consider integrating a programmatic video channel into a broader Omni-channel mix. Take the New York Times for example. Last month the publisher opened up its inventory to programmatic buyers, but far from making inventory available through programmatic at all times, advertisers can reserve audience targets in an initial direct-sales deal before opening bidding on a more constrained set.

Video header bidding is making it possible for all demand sources, including programmatic direct and private marketplaces, to compete side-by-side on the same impression. Publishers are now able to get a clearer picture of what their video inventory is worth. With a wider range of video formats viewed across a multitude of mobile devices providing valuable insights, publishers have a stronger negotiating seat. Working with media-agnostic tools, the time couldn’t be better for publishers to take back inventory control and secure their negotiation position.

You’re Missing the Point: How to Make Your Sales Presentation Memorable

By

Karen Tang

-

April 25, 2017

0

The sales cycle can be arduous. Nurturing a lead and landing the actual meeting with the correct people at the table can be a culmination of days, weeks and more often month’s worth of work. In a recent survey of 1000 B2B marketers, almost 50 percent of respondents noted their average sales cycle ranged from three to six months. Depending on the size of the account, that can mean a lot of nurturing: emails, phone calls, research, energy and money spent to bring one account from a lead to a sale. Along the way, a plethora of CRM and other software tools are available to sales and marketing folks. This graph shows just a fraction of what’s available in the new sales tech stack from contact data to marketing automation to referral. The sales tech world is huge with Venture Capital funding alone tipping at $1.6B USD in 2015.

If all that effort rests on a 1:1 meeting with a potential customer, then you have to get it right and engage with your customer in the right way. You’ve got one shot to connect and make sure your point is coming across. Why, then, do so many of us rely on the standard default software at the most critical time in the sales cycle?

With the initial meeting so critical, below are three ways sales leaders can make their presentation more memorable and engaging with their audience:

Invest in tech throughout the sales funnel, including the last mile

The tech stack is changing. It’s not adequate to have just Salesforce and hope that once a lead is in the system, it turns into a sale eventually. Sophisticated and savvy sales teams have technology to support them at every step throughout the sales process. If we consider a sales cycle to have six phases including engagement; productivity and enablement; sales intelligence; pipeline and analytics; and people management it’s easy to see in this graph that there’s plenty of tech to choose from.

Which one is right for you and your needs is up to you.

Having the right tech is important. According to LinkedIn’s State of Sales 2016 report, the tools that a salesperson uses is highly correlated to their sales performance. The report finds that “top salespeople are 24 percent more likely to attribute their success to sales technology: 82 percent of top salespeople cite sales tools as ‘critical’ to their ability to close deals, compared with 66 percent overall.”

Working with a proper sales pipeline, with tools to support at each phase is the best bet for success.

Utilize technology that complements an engaging sales style: Conversational Presenting

Even with all the best technology at hand, most sales professionals prefer to meet with potential clients with a 1:1 interaction. According to a report, 40 percent of prospects converted to new customers via face-to-face meetings, and 28 percent of current business would be lost without face-to-face meetings.

When a business presentation is too rigidly structured (with strictly ordered slides and a one-size-fits-all script), there’s no room for adaptability. Presenters are forced to wade through slide after slide of text to reach the stuff that’s relevant to a particular customer. With a shift in approach, sales and marketing professionals can easily turn presentations into dialogues that are collaborative, dynamic, and engaging enough to keep viewers tuned in from beginning to end.

No matter how terrific your content, it will fail to have an impact if your audience can’t remember it once you’ve gone. If you want to make a lasting impression, you need to deliver a message that’s memorable.

Utilizing technology that allows for a two way, engaging conversation will allow both parties to feel like they’re having their voices heard and less of a sales push.

Make data work for you

VC general partner Karan Mehandru may be on the mark when he said, “…we are in the early innings of this massive transition where we would have access to more data than ever before…Sales people are craving the same level of sophistication their counterparts in marketing have had in the last decade to be more successful and where productivity is the driver, not an afterthought.”

Part of the beauty of using all that technology along the way is to learn from the data that comes as a result of all that hard work. Even though it’s tempting to want to move beyond a failed sales meeting or alternatively celebrate a win and move on, learning from the data will help you become a smarter and better sales person.

By utilizing technology that accounts for the full life-cycle of the pitch, which includes creating, presenting and analyzing, marketing and sales professionals can have the confidence that their presentation won’t just resonate and connect with their audience, it will be memorable as well.

Conquering Customer Expectations at Oracle MME17

By

Avinash Duduskar

-

April 25, 2017

3

Impact, innovation, and inspiration – 3 factors you are going to run in to at any of the 4 pillars of Oracle’s Modern Marketing Experience event (MME). Don’t take my word for it, check out last year’s highlight video above. MME is the place to experience all the technology and expertise of Oracle’s leading marketing cloud.

Create a superior brand experience.
Truly understand and personalize your customer experience.
Use data and analytics to inform every action and touchpoint.
Make the most of your marketing technology ecosystem.

Speakers at Modern Customer Experience provide a varied range of industry luminaries, thought leaders, business executives, and practitioners representing responsibilities across Marketing, Service, Sales, and Commerce. This year features (of many others):

Mark Hurd
CEO – Oracle

Joseph Gordon-Levitt
Actor, Producer and Social Entrepreneur

Gene Phifer
VP Distinguished Analyst – Gartner

MME gives you access to Modern Customer Experience (CX) where you can see end-to-end solutions from marketing to sales, service, and commerce. We are in the era of the empowered customer, who defines customer experience on his or her own terms. These customers demand experiences that are seamless, personalized, and immediate. Modern Customer Experience is the place to learn, prepare, and get inspired for the next wave in customer experience innovation. Whether you are in marketing, sales, commerce, or service you’ll take home smarter strategies that lead to meaningful business results.

MME17 word cloud — Top Ten reasons to attend

Choose from 100+ impactful sessions led by Modern Marketing and customer experience thought leaders and experts.
Visit the solution center to see first-hand solutions that push the boundaries of traditional customer experience.
Attend a full day of free product and best practice training sessions.
Get exclusive opportunities to network with industry leaders and practitioners.
Explore how you can better focus your attention on key opportunities for deeper connections that create the most impact.
Bring back proven solutions to drive results for your company and career.
Attend the 11th Annual Markie Awards that recognize excellence in data-driven marketing.
Be motivated to succeed with stories of digital transformation from inspirational keynote speakers and presenters.
Learn how you can unify and activate data to turn conversations into valuable personalized interactions.
Celebrate and dance the night away at the epic Customer Appreciation Event.

MTS reached out to more than a few people who are attending to get a sense of their expectations of the event.

This is my second year. What brought me back was the quality of conversations I had with the peers who were in attendance last year. This is a true collection of enterprise marketers facing and solving similar challenges – Clint Poole, SVP Marketing at Lionbridge

Oracle MME is a reflection of Oracle’s reputation: brilliant insight, great design, and exemplary thought leadership. Oracle is one of our favorite partners, and Oracle MME is always a great opportunity to meet with our customers. One of the huge advantages of MME is that most attendees understand the value of people based marketing, so we can have higher level conversations – Jason Oates, CBO at LiveIntent

The agenda has something for everyone:

Digital transformation success stories from Oracle customers
Understanding what motivates consumers today, especially millennials
Next generation technologies like artificial intelligence, IoT, and virtual assistants
Using data and intelligence at every stage of the customer lifecycle
New product announcements, innovations, and roadmaps
Customer experience challenges and solutions for every industry
Looking ahead to the future of customer experience

The speaker list alone would make a visit worthwhile, Matt Heinz, Kate Leggett, Bhaskaran Natarajan, Kristen O’Hara.. and there’s Oracle’s wizard bar for customers seeking a 1:1 with Marketing Cloud experts. MTS will be there both the days and we have a fairly fluid schedule. If you are a sponsor, attendee or have a booth, hit us up @MarTechSeries or @ShayneMTS – we’d love to swing by or catch up for a quick coffee. Come see us in Vegas!

Also see: Interview with Cory Treffilitti, VP Marketing & Partner Solutions – Oracle Data Cloud

Interview with Allen Pogorzelski, Vice President, Marketing at Openprise

By

Sudipto Ghosh

-

April 24, 2017

0

[mnky_team name=”Allen Pogorzelski” position=” Vice President, Marketing at Openprise”][/mnky_team]

[easy-profiles profile_twitter=”https://twitter.com/ARP650″ profile_linkedin=”https://www.linkedin.com/in/allen-pogorzelski”]

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“22When you’ve got all the information you’re going to get, you always make a decision. You might be right or wrong, but straddling a picket fence hurts you and everybody else. Make a decision.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us a little bit about your role and how you got here.  

I run marketing at Openprise. Our data automation solution solves the “garbage-in/garbage-out” problem for data-driven marketers by automating the process of analyzing, cleaning, enriching, and unifying marketing and sales data. In my previous role, I was running demand gen at Jasper, and I was originally an Openprise prospect. I realized that the data quality and data management issues I was facing were the same ones I faced throughout my career in marketing, and I saw that no one was addressing these challenges. It was clear to me that with more and more companies adopting increasingly complex martech solutions that require good quality data to be effective, like ABM and predictive, there would be huge demand for Openprise solutions. I was so sold on the Openprise vision and its position in the market that I decided to join the company.

MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?  

Certainly, there will be a shakeout in the market, and that’s a good thing. There are way too many martech players vying for marketers’ limited attention.

That said, I’m seeing an increasing number of companies that have made big investments in martech and are now realizing that their house data is in such poor shape that they’re not achieving the full potential of those solutions. For example, ABM programs that are having trouble figuring out who is in an account, impersonal personalization, poor segmentation, and predictive tools that aren’t very good at predicting anything meaningful, to name a few. In the next few years, I see marketers’ giving more attention to their marketing and sales data, and I see them viewing it as more of a strategic asset, rather than just the result of their campaigns.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?

I see more CMOs embrace the “data-driven” marketing mantra. Previously, marketing operations and demand gen folks were running their departments based on their key metrics, but in last couple of years, we’re seeing more of that same discipline higher up in the organization. I’m seeing more scientists and fewer poets in the c-suite. This is going to have a big impact on the evolution of marketing and on the way marketing teams are managed.

MTS: What’s the biggest challenge that CMOs need to tackle to make marketing technology work?  

I’ve seen a lot of CMOs get caught up in publicizing the latest, shiny new technology they’ve deployed, and I see CMOs who collect martech solutions the way kids collect baseball cards. The biggest challenge for CMOs, though, isn’t in acquiring all these data-driven technologies; it’s in getting their own data in good enough shape to unlock the potential of these systems. Unfortunately, most CMO’s marketing teams are ill prepared for the challenge. They’re going to need to invest in the people, processes, and technologies to improve their data quality so that all these exciting new martech solutions achieve their potential.

MTS: What startups are you watching/keen on right now?

Openprise customers tend to be more technologically sophisticated marketers. Quantcast has really caught my attention. As a data-driven marketer, I can appreciate what they’ve done in building an advanced data-intelligence platform. Definitely worth checking out.

MTS: What tools does your marketing stack consist of in 2017?

Our stack starts with our system of record, which is Marketo, and of course, we use Openprise, our data automation solution, to do data onboarding, lead routing, data cleansing, lead-to-account matching, and data unification across our stack. We also use Openprise Data Marketplace to standardize data from multiple third-party data providers like ZoomInfo and SynthIO. Salesforce, LinkedIn, and Crazy Egg are important components too. I like what the folks at CabinetM have done to help marketers share martech stacks with others. You can see the full Openprise stack here: https://www.cabinetm.com/mstack/227ejt3kav.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)

That’s actually one of the few things we don’t openly share at Openprise. Given the huge number of martech companies all vying for attention from the same decision makers, we view our most successful campaigns as trade secrets.

I will say that we’re the antithesis of the “spray-and-pray” spamming mentality that I see so many companies adopting. Absolutely nobody wants to receive an email from a company they’ve never heard of that starts with, “Did you see my last message?” or “I wanted to get in at the top of your inbox.” Marketers need to do better.

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

Marketers need to start thinking about the potential of AI in all kinds of areas like content curation, dynamic pricing, and segmentation. No doubt, there are hundreds of startups out there reimaging every martech category with an AI layer. I think that marketers need to take a step back and look at each of these AI-infused apps and think about how these fit into their go-to-market strategy and their priorities. It’s likely that a lot of marketing teams are going to get swept up in the excitement of AI and focus on the wrong things. Marketers also need to think through the potential benefits and risks. They only need to Google the phrase “Microsoft Tay” to get a glimpse into what can go horribly awry.

THIS IS HOW I WORK

MTS: One word that best describes how you work.  

Structured.
I start with the fundamentals—buyer personas and our brand promise—and build everything up from there.

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

There’s nothing I can’t do without, but some of my favorites are Owler to keep tabs on the competition, Google Docs for internal document collaboration, and Crazy Egg for website analytics.

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

Turning everything off. Multitasking simply doesn’t work. Whenever I can, I close down all my apps, close out email, and focus one on just one thing. Nothing hampers productivity and creativity more than unnecessary interruptions.

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

Right now, Eric Ries’ The Lean Startup. In business school, I had a short course with Jim Collins, and I’ve taken to heart his advice not to read more than three business books a year (including his own). Good ideas come from everywhere. I’m also hooked on the Flipboard app for news.

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

John Buie, my first mentor, was the head of sales in my first job. He was a great boss and former airborne army officer. His advice was that when you’ve got all the information you’re going to get, you always make a decision. You might be right or wrong, but straddling a picket fence hurts you and everybody else. Make a decision.

MTS: Something you do better than others – the secret of your success?  

Gather the data, make decisions based on data rather than emotion, then move on.

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

Sid Mistry, Head of Demand Marketing at Entelo

[vc_tta_tabs][vc_tta_section title=”About Allen” tab_id=”1501785390157-b58e162d-0ae25a4b-c27a95a8-fac9″]

Allen is marketing professional with extensive experience bringing new solutions to market and increasing market share. Specialties: Lead generation, lead nurturing, branding, product and company positioning, content development, website design, search engine optimization (SEO), marketing metrics, public relations (PR), analyst relations (AR), competitive analysis

[/vc_tta_section][vc_tta_section title=”About Openprise” tab_id=”1501785390320-2d44fa50-740c5a4b-c27a95a8-fac9″]

Openprise is a data automation solution that lets you automate the analysis, cleansing, enrichment, and unification of your data.

Unlike traditional data management solutions that are designed for IT departments and require coding, Openprise is designed specifically for non-technical professionals, so it contains the business rules and logic you need, and it seamlessly integrates with marketing and sales automation systems like Marketo, Eloqua, Pardot, and Salesforce.

[/vc_tta_section][/vc_tta_tabs]

[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Get “Personalized-Everything” with the Next Generation Marketo ABM

By

Sudipto Ghosh

-

April 24, 2017

1

Get "Personalized-Everything" with the Next Generation Marketo ABM

Marketing Nation Summit 2017 is Live. The organizer of the event – Marketo, announced the event with an “ABM Big Bang”

Marketo, the leading provider of marketing automation and ABM technology solutions, today announced the launch of next-gen Marketo Account-Based Marketing (ABM). The new product features a new Marketo ABM expansion enabler, called the Account Insight. Marketo aims at enabling customers with great alignment between sales and marketing teams, as well as feature enhancements to power coordinated customer engagement at scale across all channels and touchpoints.

The next-gen Marketo ABM comes within a week of acquiring ToutApp. Earlier, we covered the news about Folloze’s announcement about releasing a major upgrade to ABM software at the event.

“I am thrilled to unveil the next generation of Marketo ABM, complete with new functionality that empowers revenue teams to partner more closely than ever to listen, learn, and engage customers and prospects in a coordinated fashion across the customer journey,” said Cheryl Chavez, Group Vice President, Product Management, User Experience, Marketo.

With the new Marketo ABM, both marketing and sales have the engagement tools they need to deliver seamless experiences that grow revenue and build lasting relationships

With Account Insight, marketers can enable their sales teams with capabilities right in their browser that provide:

A salesperson’s account list, prioritized by enhanced account scoring, so that sellers focus their time on the accounts that are ready to engage – and identify those who need more personalized nurturing.
Real-time visibility into account and contact activity, such as event registrations, whitepaper downloads, and more, to engage target accounts in a personalized way and at the right moment, leading to accelerated sales cycles.

Interview with Cory Treffiletti, VP Marketing & Partner Solutions – Oracle Data Cloud

Marketo Brings ABM At Scale

Companies have quickly discovered that powering account-based strategies at scale requires comprehensive and accurate account data. The enhanced capabilities unveiled today will enable sales and marketing teams to work together to build a comprehensive, accurate, and real-time view of each target account for reaching them in a personalized way. The capabilities include:

Account Hierarchy for creating relationships between parent companies and their various divisions, providing a complete view of the account, enabling marketers to drive engagement campaigns across the entire account.
Custom Fields that extend Marketo account records to support an integrated ecosystem of ABM applications and rich customer data for improved account segmentation.
CRM Account List Sync that keeps Marketo account lists in sync with changes in CRM systems, ensuring account segmentation and targeting is always up-to-date.

Interview with Cree Lawson, Founder & CEO, Arrivalist

By

Sudipto Ghosh

-

April 21, 2017

0

[mnky_team name=”Cree Lawson” position=” Founder & CEO, Arrivalist”][/mnky_team]

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

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“CMOs’ Catch-22 is that they want consolidated marketing stacks—where impressions, placements, ad operations, billing and attribution are all tied to the same common units of measurement and attribution.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us about your role at Arrivalist and how you got here. (what inspired you to join/start a martech company)  

For nearly a decade, measuring offline responses to online advertising has become near and dear to me—it’s a major, painful problem that all marketers need to eventually resolve. To solve this, I always knew that the location of a mobile device would emerge as the linchpin for surfacing mobile marketing’s most relevant and insightful KPIs.

But what I was missing was the right laboratory to use mobile device location as a way to measure media effectiveness. After nearly a decade since founding Travel Ad Network Inc., I became all too familiar with the fact that destination marketing organizations (DMOs) consistently faced perilous funding challenges with their local governments because they lacked a trustworthy performance metric to prove digital media and advertising worked.

I started Arrivalist because I realized it made a lot of sense for me to start with destination marketing as the first breeding ground to perfect the use of mobile device location to measure marketing effectiveness. There was a major need, and I quickly jumped at the opportunity.

In 2011, we launched a platform before ‘location analytics’ as we know it today even existed. Now, my original thesis is being validated every day—we have grown 186% YOY, gained category leadership with DMOs, and expanded into additional markets that can significantly benefit from our matured solutions.

MTS: Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?  

– There are several trends I see taking shape over the next five years in marketing technology: Location analytics and transaction analytics emerging as the primary KPI, replacing the current reliance on clicks or media engagement.

– Increased ability to deliver marketing messages to known identities across devices; rather than relying on targeting based on cookies.

– Consolidation of media channels and fewer “long tail” media outlets.

– Continued automation of marketing will replace cheeks in seats at media sales organizations and agencies.

– Convergence of attitudinal research (surveys) and behavioral research (analytics) – clients ask us all the time to merge our data with survey data that they have been relying on for the past 20 years.

MTS: What do you see as the single most important technology trend or development that’s going to impact us?  

Consolidation of identities across devices, browsers and media. Imagine coordinating a program to deliver the same message to the same individual over all their devices (including TV).

MTS: What’s the biggest challenge that CMOs need to tackle to make marketing technology work?  

Objectivity and independence with regard to attribution. Marketers can be prone to relying on ecommerce conversion tracking that gives credit to the impression for any response that follows it; as opposed to incremental approaches that credit the impression for any lift in response that follows impressions compared to response rates from un-exposed users.

Every martech provider has a stake in the attribution game. Finding a partner who is providing unvarnished insights without regard for media-based sales incentives will continue to be a challenge.

MTS: What would be your advice to CMOs when they start planning to invest in Marketing Technologies?  

Start with what matters to your company’s bottomline and develop an objective way to measure it. Then build your media programs based on the business outcomes you desire and measure these programs independently or through independent partners that are aligned with your long-term success.

MTS: How do you see People-based marketing and location analytics ecosystem change in next 3 years?  

The holy grail for people-based marketing is the ability to tie browsers and devices to fixed, individual identities across all online and offline media, including TV. It’s a foregone conclusion that media titans like Facebook and Google will be able to create this identity targeting. But who will fill the void of reach and frequency that extends beyond social and search, respectively? And who will tie identification into the rapidly emerging landscape of network-enabled devices like wearable computers?

Location analytics, along with transaction analytics, are already emerging as critical KPIs for digital marketers, and these will inevitably supplant current engagement metrics and clicks as the most essential metrics going forward. The largest media companies will increasingly place their bets on one technology or another, most likely through M&A activity. All the traditional research companies like Nielsen, comScore and others will need partners or assets in the location analytics space. We could see the emergence of beacons and wearable devices as location data providers as well.

MTS: Do you think all marketing technologies, as a combination, can still solve challenges in data management, customer experience and attribution?  

CMOs’ Catch-22 is that they want consolidated marketing stacks—where impressions, placements, ad operations, billing and attribution are all tied to the same common units of measurement and attribution. And yet if they choose one marketing stack and buy all your media from one vendor, you have much less need for agencies and CMOs. Boards can’t justify spending big portions of their marketing budgets to support one or two media buys.

MTS: A lot of martech companies are preparing for an IPO. What are the factors that CEO considers before filing an IPO?  

A clear path to executing on the opportunity outlined in the prospectus. We’ve seen some really rocky IPOs lately. Firms quickly establish themselves as being worthy of investor’s trust (or not) and that will be reflected in the firms’ valuation for years to come.

MTS: What Start-ups are you watching/keen on right now?

The hyper local space is booming, and I see digital marketers paying increasingly serious attention to measurement and attribution services—especially in the travel industry.

That’s why we’re closely watching various technologies and companies in areas that focus on transforming, enriching and even visualizing large data sets. All these capabilities are essential to the value we provide our clients. Going forward, their needs will only become even more sophisticated.

MTS: What tools does your marketing stack consist of in 2017?

We use a variety of tools and partners to support marketing’s far-reaching and continuously expanding responsibilities. This includes a content management system to manage our website; email service provider (ESP) to nurture clients and prospects; social platforms to extend our message to relevant networks; and more advanced tools such as Insightly or Mixpanel to help us analyze customer habits and activate strategic programs from their behaviors.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)?

Ad Age recently covered a campaign that we’re really proud of with the city of Asheville in North Carolina. By working with Arrivalist, Marla Tambellini, VP-marketing and deputy director for the Asheville Convention and Visitors Bureau, was able to determine which vendors and media partners are most effective when delivering messages to potential visitors to their city. Prior to partnering with us, it was nearly impossible for Marla and her team to be able to make these kinds of strategic decisions because they lacked proper, holistic data.

Our main approach was to help Asheville track which markets visitors come from, plus which specific ads and platforms influenced a consumer’s final decision to visit. The ultimate measurement of success we tracked was ‘arrivals’: the number of people that end up visiting Asheville as a result of ongoing media exposures via Rocket Fuel, Google, and other paid channels.

The location analytics insights we surfaced helped Marla make strategic vendor decisions as well as open up new potential opportunities to run media in different markets.

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

AI is widely lauded and will obviously have a profound impact. But what’s often overlooked is the level of refinement needed to extract the most value out of your input variables.

With major opportunities at stake with AI, marketing executives need to remain acutely cognizant of garbage in/garbage out results. At Arrivalist, we focus on creating the most well-informed and accurate media-driven insights. Combined with AI, there’s no stopping what digital marketers can achieve. Our data, boosted by AI can help digital marketers build even more powerful models and insights to develop and optimize better media programs.

THIS IS HOW I WORK

MTS: One word that best describes how you work.  

Curious. I’m always questioning, always exploring, and always trying to discover something new. I’m fond of saying that in adtech, if you’re not growing, you’re dying.

MTS: What apps/software/tools you love using for your daily life?  

I’ve been using this app called Mobile Day—it’s a great way to keep up with all my meetings and appointments. And I’m always watching my score on Lumosity during commutes.

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

I refuse to buy shoes with laces. Its pre-enlightenment technology and wastes my time. Time to move on, shoe world!

MTS: What are you currently reading? (What do you read/watch, and how do you consume information?)  

YouTube is a treasure trove of easily accessible statistics, economics and mathematics videos. For example, I recently watched this YouTube from the World Science Festival called The Illusion of Certainty: Risk, Probability, and Chance. That’s where my leisure ‘lean-back’ viewing time goes. And beyond The New Yorker, most of my reading time goes into trying to understand my two and five year old sons.

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

From Cross Country in college: You’re faster than 90% of the field. The hard part is working out harder than the other 10%.

MTS: Something you do better than others – the secret of your success?

I take a lot of pride in listening intently to a client’s stated and observed needs and using them, not directly, but to figure out the thinking behind them and plan to meet future needs.

For instance, industry insiders told me that the product we have in market now would have been too expensive for the clients we were planning to take it to. But we built it knowing that there would be a growing need for attribution and accountability in the industry. Traditional survey methodologies and data just weren’t convincing stakeholders that ads influenced visits and we knew that the marketplace could afford the price of cutting-edge ad tech if they needed it to justify their existence.

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

Jeff Bezos. He was already the Father of eCommerce but he didn’t stop there. He reinvented distributed data storage and is now—in my mind—the leading pioneer of home computing with Alexa. He’s an underappreciated entrepreneur—arguably more impactful than Steve Jobs.

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Cree Lawson is a new media pioneer with a focus on early-stage vertical media companies and emerging digital advertising technologies. Cree is best known for starting Travel Ad Network Inc. (TAN)–one of the leading Vertical Ad Networks–with less than $500,000 in investment and turning it into the largest travel information audience in the world. Prior to founding Travel Ad Network, Lawson served in a variety of Management, Sales, Business Development and Marketing roles at Random House, the Associated Press, Gannett, Time Warner Trade Publisher and two Internet start-ups.

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arrivalist

Arrivalist is a Location-Change Attribution Analytics platform that measures the way media moves us. Formed in 2012 by Cree Lawson, the company’s patent-pending technology is used by Destination Marketers across the country, including California, Virginia, Kansas, New Orleans, Louisiana; Palm Beaches, Florida; and more. The company analyzes big data to evaluate which media exposures motivate consumers to travel to new destinations, yielding powerful new insights as to how — in aggregate — media displays influence travel behaviors.

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[mnky_heading title=”About the MarTech Interview Series” link=”url:http%3A%2F%2Fstaging.loutish-lamp.flywheelsites.com%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.

Cross-Device Verification Explained

By

Keith Petri

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April 21, 2017

0

Let’s try to agree on what is black and white…

There is a lot of noise in the industry about the selection of cross device solutions. However, with all the conversation surrounding omni channel marketing, there is a significant gap in the understanding of the underlying technology.

While many platforms in the space are running head to head tests to compare match rates, precision, etc. – there is very little differentiation between the usual vendors. All of them fall into a category which we refer to as “Master Device Graph” companies, where data is co-mingled from various sources, including the client’s data, and built into a single output which is licensed over and over – in essence, becoming a commodity.

As such, there have been recent attempts to standardize the method of verification of cross device graphs by the vendors themselves as well as by third-parties. However, by formalizing the specific process by which agencies, marketing platforms (both on the buy and sell side), data providers, and the like engage with and compare vendors to a list of binary questions (i.e. How large is your desktop cookie pool?) they are limiting their own as well as the industry’s perspective on what a sound solution looks like and how it performs. Instead of innovating, they are aiming to check off pre-determined boxes. This will not lead to the right solution, but to the solution which is already categorized as best for a problem already solved – or at least based on a low acceptable standard.

It seems like all players in the market these days understand the shortcomings of a single, Master Device Graph as Drawbridge’s Bhumika Dadbhawala articulates clearly in an article titled, “Build, Buy Or Die? The Existential Question Of Cross-Device Identity,” published on MediaPost. Dadbhawala explains the advantages of private device graphs, “When the data and bidder are part of one platform, the data is built on the exact inventory being used in the platform, and thus more efficient”.

Another potential issue with these commoditized graphs – as noted in a recent AdExchanger article by James Hercher – is that the deterministic data to build (part of) these graphs is flawed: “Many cross-device vendors and data aggregators regularly pay publishers to help them connect a customer’s data to web traffic or email sign-ups. The inconsistencies plaguing publisher data monetization – bot farms juicing numbers with fake emails or actual people using throwaway addresses on non-billing accounts – can be passed on to device graphs.”

Regardless of the exact methodology used to build cross device associations, Screen6 would like to present an easily comprehendible way to validate the results. The following infographic walks through how a platform can verify the precision of a graph delivered by a third-party – not just Screen6 – against a Verification Dataset.

“Important terminology is defined differently by different parties in the cross-device ecosystem and buyers don’t often know how to ask the questions that will prompt relevant responses for their individual use-cases and desired outcomes,” shared Philipp Tsipman, VP of ConnectedID at MediaMath, with the Data & Marketing Association.

While we would personally debate the usefulness of a standardized RFI for a new and less-understood technology, we agree that unifying the terminology and verification techniques across an industry for all types of solutions will bring clarity to a vertical otherwise riddled with acronyms and misnomers.

Gannett Acquires SweetIQ to Expand the Scope of ReachLocal

By

Sudipto Ghosh

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April 21, 2017

0

Gannett Acquires SweetIQ to Expand the Scope of ReachLocal

Deal Enhances Gannett’s Digital Marketing Suite for Local Businesses and National Brands

Gannett, the leading media and digital marketing company, announced today that it has acquired SweetIQ Analytics Corp. The acquisition will help Gannett in expanding the ReachLocal digital Gannett Acquires SweetIQ to Expand the Scope of ReachLocal marketing suite of products. SweetIQ is a leading provider of location and reputation management Software-as-a-Service (“SaaS”) solutions that enable businesses to manage their location data and measure consumer engagement.

Interview with “Mo” El-Barachi, Co-Founder & CEO – SweetIQ

By acquiring SweetIQ, Gannett aims to accelerate its product roadmap and enhance its ability to help businesses measure results of their digital marketing investments. The acquisition marks an important milestone in Gannett’s digital transformation. This milestone follows Gannett’s announcement earlier this year that it has launched a phased rollout of ReachLocal to its 109 local markets.

“We are thrilled to join the Gannett and ReachLocal team,” said Mohannad “Mo” El-Barachi, Chief Executive Officer of SweetIQ.

“SweetIQ’s advanced technology, analytical expertise, and experienced team will deliver significant value to our local and national clients,” said Bob Dickey, Chief Executive Officer of Gannett.

Dickey adds, “As we roll out ReachLocal’s digital marketing services across the USA TODAY NETWORK, SweetIQ will play a pivotal role in helping our clients achieve superior returns on their digital marketing investments.”

“Businesses want to work with one company that they can trust to help them with all of their digital marketing efforts,” said Sharon Rowlands, Chief Executive Officer of ReachLocal.

“This acquisition adds strong product offerings in local listings and reputation management to our suite of digital marketing solutions and strengthens our value proposition with multi-location and national brands. By adding SweetIQ to our portfolio, we can further provide our customers with data-driven insights that drive real-world results.”

Mo says, “Since inception, we have had an unwavering commitment to solve online-to-offline attribution and help businesses better connect with hyper-local consumers. By leveraging Gannett’s and ReachLocal’s large salesforces and their deep relationships, we will be able to quickly expedite reaching these goals and further propel our rapid growth, cementing our position as a market leader in location and reputation management.”

NAB 2017, a Showcase for IP Standards

By

MTS Staff Writer

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April 20, 2017

0

With NAB 2017 almost upon us, it’s a good time to reflect on how far the industry has travelled in the last few months when it comes to standards for IP in the facilities, as well as what visitors can expect from Nevion at the show.

The key role of AIMS

It’s only 16 months since 5 vendors, including Nevion, came together to found the Alliance for IP Media Solutions (AIMS) to promote open standards in the facilities. At the time, there were initially several competing proprietary standards proposed by vendors. In contrast, the standards backed by AIMS were not developed by any one vendor, and are the result of bringing together the diverse experience of many specialists in the industry. This means these standards were (and still are) not skewed or limited by the perspective of any single supplier.

By the end of 2016, all key vendors in the industry had agreed to support those standards, including the suppliers who had previously pushed their own standards (the future of which must now be in doubt).

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SMPTE 2110 and NMOS

With the support of AIMS, SMPTE began work in January 2016 to develop a set of standards (documented as SMPTE 2110) specifying the carriage, synchronization, and description of separate elementary essence streams over IP (i.e. separate video, audio, and data) for the purposes of live production, based on VSF Technical Recommendations TR-03 and TR-04.

SMPTE 2110 is now becoming the de facto for essence based transport over IP.

SMPTE 2110 comprises multiple parts:

SMPTE ST-2110-10: System Timing and Definitions
SMPTE ST-2110-20: Uncompressed Active Video
SMPTE ST-2110-30: PCM Digital Audio
SMPTE ST-2110-40: Ancillary data
SMPTE ST-2210-21: Timing Model for Uncompressed Active Video
SMPTE ST-2210-31: AES3 Transparent Transport
SMPTE ST-2210-50: Interoperation of ST 2022-6 streams

At the time of writing (April 2017), these parts are at different stages of definition and approval. The ST-2110-10/20/30 parts are now completed (though yet to be officially published). Good progress is also being made on ST-2110-/40/21, which once ratified, will effectively enable SMPTE 2110 to be implemented. The ratification is expected in a matter of months.

While SMPTE 2110 focuses on the transport of essences in an IP world, a separate and complementary initiative by AMWA (Advance Media Workflow Association) called NMOS (Network Media Open Specification) is defining how so-called “media nodes” (e.g. equipment) can make themselves and their capabilities known to the media network (registration), how other media nodes can find out about them (discovery).

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Nevion showcases support for standards @ NAB 2017

As a champion of standards for many years, Nevion has been (and remains) actively involved in both the definition and interoperability testing of these standards.

At NAB, Nevion’s commitment will be on display. On Nevion’s booth (SU5510), products will of course be shown that are based on approved standards (SMPTE 2022-6, TR-01) and are evolving to handle 2110. Nevion will also be participating elsewhere on the show floor.

On the IP Showcase booth, aka AIMS, booth (N4824):

Nevion will be part of the SMPTE 2110-10/20/30 interop demo
Nevion will be showing 2110-10 with 2022-7 (“Seamless Protection Switching of SMPTE ST 2022 IP Datagrams” – know to Nevion as SIPS), for dual path protection
Nevion will be part of the NMOS registration and discovery interop demo
Nevion’s SVP of Engineering, Andy Rayner will be on presenting “IP Media in the LAN and WAN – what happens in between?” (Monday 24 April: 11:00-11:20am, Tuesday 25 April: 3:30-4:00pm, and Wednesday 26 April: 3:30-4:00pm)

On the Arista booth (SL13905), Nevion equipment will be involved in a SMPTE 2110 (video + PTP) demo, led by FOX Networks Engineering and Operation.

Nevion will also host an exclusive event for customers and partners on Sunday 21 April, which will feature amongst other a speaker from TV 2, who will share details of their intra- and inter-facility IP media transport project – based of standards, of course.

And finally, Nevion will be publishing the 4^th edition of its popular “From Baseband to IP to Virtualization – Architecting the media production infrastructure for the future” booklet, which features detailed discussions on standards and how to architect IP networks in an essence based world. Come to Nevion’s booth (SU5510) to get your copy!

This is all very exciting, as well as a real mark of how much has happened in the industry in the last 18 months, and especially since the last NAB Show.

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Nevion Adds Signal Processing and 4K/UHD JPEG 2000 Transport

By

MTS Staff Writer

-

April 20, 2017

0

Nevion Adds Signal Processing and 4K/UHD JPEG 2000 Transport

Latest update to software-driven platform to be showcased at the NAB Show 2017

Nevion, award-winning provider of virtualized media production solutions, has today announced the latest update to its software-driven media platform, Nevion Virtuoso. It includes a host of new and enhanced features for 4K/UHD video transport, signal processing, movie post-production, monitoring and transport stream (TS) adaptation.

More specifically, the latest Nevion Virtuoso software update adds support for JPEG 2000 encoding of UHD/4K video; 2K resolution format for film production; audio embedding/de-embedding; frame synchronization, audio processing, and PTP synchronization; monitoring of SMPTE 2022-6, JPEG 2000 and SD/HD/3G-SDI; and AES encryption.

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Launched at IBC 2016, Nevion Virtuoso is designed to meet the challenges of an IP-based live production environment in which the distinction between Local Area Networks (IP in the facilities) and Wide Area Networks (IP in contribution and remote production) is becoming blurred, and where virtualization will play an increasing role.

The functionality of Nevion Virtuoso is largely provided through software, enabling broadcasters and service providers to regularly benefit from enhancements to the capabilities and new functionalities on the platform through licensed software upgrades.

Virtuoso has already been adopted by several broadcasters and service providers for various applications, including most recently Finland’s Digita (digital terrestrial distribution) and Norway’s TV 2 (intra- and inter-facility IP media transport), as well as the major US broadcaster NBC (metro IP transport).

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Johnny Dolvik, Nevion’s Chief Product and Development Officer, says: “Broadcasting is being radically transformed by IP technology, and in particular the LAN/WAN convergence is making distributed production a reality. With that in mind, Nevion has designed the Virtuoso to be the most versatile media transport and processing platform in the industry, and this new software update cements its best-in-class reputation. Recent customer-wins underline the fact that the platform resonates positively with broadcasters and service providers”.

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SandSIV Announces Release Of Enterprise Customer Experience App For Salesforce

By

Sudipto Ghosh

-

April 20, 2017

0

New Salesforce app launched by European Customer Experience Management (CXM) pioneer SandSIV to improve the customer experience through deeper, more holistic insight, and provide greater staff motivation and engagement

SandSIV, the European leader of integrated Customer Experience (CX) and Voice of the Customer (VOC) enterprise solutions, today announced the release of ECX for Salesforce, a powerful Customer Experience Management app which integrates SandSIV’s CX functionality into Salesforce’s operational environment.

SandSIV provides a superior CX platform “VOC Hub™” which allows organizations to manage the end-to-end customer experience across multiple departments and lines of business. It enables marketers to connect disparate customer experiences into a consistent, seamless and personalized customer journey.

Salesforce’s Customer Relationship Management (CRM) platform provides companies with an interface for a case and task management, and a system for automatically routing and escalating important events.

While CRM is used for managing an organization’s interaction with its customers, CXM encourages a business to consider the perspective of the customer. The integration of CRM and CXM is fast becoming essential to keeping up with customer expectations and creates vital efficiencies for businesses and their frontline staff alike.

The new app from SandSIV hides all of the technological complexity and offers a highly visual environment for business people to adopt a cross-departmental approach to feedback management – helping them to become more efficient in how they act on insights and the way they collect, analyze and share customer feedback.

Key app features include —

real-time close-the-loop, directly via Salesforce’s user interface – avoiding different user interfaces and hence enabling faster adoption and greater productivity.
enriching existing CRM data with valuable customer insights derived from Omni-channel feedback – embracing a 360° view of the customer.
creating more customer strategies and improving processes and customer retention rates, and generating greater revenue.

Every company’s ecosystem is unique. Different people, interactions, processes, and technologies must be well understood and interconnected for customer experience excellence to thrive.

“Integrating your CX platform into your organization’s ecosystem will help you automate the routing of customer insights to the right people and effectively manage customer journeys. This helps enhance the overall experience, drives revenue growth, increases customer satisfaction and lowers cost to serve,” says Federico Cesconi, CEO of SandSIV. “It should, therefore, be a crucial consideration for any business to stay competitive,” Federico adds.

SandSIV is a global leader in integrated, comprehensive VOC and CXM enterprise software solutions. It offers agile and proven technologies to enable leading companies actively analyze and manage the end-to-end CX and act in real-time on customer insights.

Separating the fun from the fiction

Comprehending the context of content

Maintaining the human element

Brand Safety in the Aftermath of Ad Misalignment

Programmatic Progress

Safety through Server-Side Solutions

Collaboration is Key

Clean up the email act

Why is programmatic video so confusing?

Choosing your path in a multi-forked trading landscape

Open real time trading, private trading, direct deals or combined trading?

Video and Programmatic Direct

Video traded in the Private Marketplace (PMP).

Why it pays to get the mix right:

Marketo Brings ABM At Scale

The key role of AIMS

SMPTE 2110 and NMOS

Nevion showcases support for standards @ NAB 2017

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