TechBytes with David Johnson, Director, Product Marketing, Oracle

October 19, 2017

David Johnson
Director, Product Marketing, Oracle

Last month, Oracle announced their integration with WeChat, enabling marketers to directly deliver connected and personalized experiences. We chatted with David Johnson, Director of Product Marketing at Oracle, to understand the B2B features of the Eloqua-WeChat integration and how this partnership would take brands closer to the customers via a popular social messaging platform like WeChat.

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MTS: What are the B2B facets of the Oracle-WeChat integration?
David Johnson: There are a couple of benefits for B2B companies. For any company currently headquartered in APAC and actively seeking their ideal customers in the Chinese market, this provides a great opportunity to connect with potential buyers on the social media platform they use most. Second, for any global company looking to expand their footprint into the Chinese market, this is the perfect opportunity to create a new channel through Oracle Eloqua, part of the Oracle Marketing Cloud, and to do that most effectively.

This integration is also just as effective for B2C companies. We currently have several customers in APAC who use Oracle Eloqua for B2C marketing

MTS: Would this integration push the boundaries of customer experience and social selling?
David: This absolutely pushes the boundaries of social selling. We are the first global marketing automation platform to have an integration of this sophistication with WeChat. As of August 2017, WeChat has over 963 million users on their platform. This is a huge market that has been virtually inaccessible for marketing automation until recently. Being able to increase brand recognition and capture ideal buyer interest that can be used to augment buyer profiles and leads to more customers is a huge focus for any marketer.

MTS: How would this enable Oracle to become a stronger data-first company and resolve pain points in customer identity management?
David: By supporting engagement over this channel, it broadens our ability to capture profile and behavioral data for B2B marketers. Now profile data from the most common channels for global marketers can be unified within Oracle Eloqua.

MTS: How do you see social messaging platforms playing a role in bringing customers closer to their preferred brands?
David: Most buyers in today’s world expect to be able to access information on the brands they are interested in most on their preferred social media platform. Whether it’s on WeChat, Facebook, LinkedIn or Twitter, people follow the companies they are passionate about to keep up to date on the latest and greatest or to be educated on new trends, whether for business or pleasure.

MTS: How would personalized messaging experiences integrate with existing Data Management and CRM models?
David: Whether targeting anonymous or known users, this integration enhances Oracle’s ability to provide the most granular level of detail necessary for marketers to be able to create personalized experiences.

MTS: Thanks for chatting with us, David.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

Interview with Richard Thornton, COO and Deputy CEO, Cint

Sudipto Ghosh

October 19, 2017

[mnky_team name=”Richard Thornton” position=” COO and Deputy CEO, Cint”][/mnky_team]

[easy-profiles profile_twitter=”https://twitter.com/rthornton1976″ profile_linkedin=”https://www.linkedin.com/in/thorntonrichard/”]

[mnky_testimonial_slider][mnky_testimonial name=”” author_dec=”” position=”Designer”]“Without having a clear vision around data its difficult for any business to optimize understanding their customers or the general consumer in terms of trends and behavior.”[/mnky_testimonial][/mnky_testimonial_slider]

On Marketing Technology

MTS: Tell us about your role at Cint and how you got here? What inspired you to join an insight exchange?
I’m the Deputy CEO and COO for the global business and my background is in data and insights. I started out as a Research Analyst for a digital consultancy before getting into the marketing research technology space in 2003 with Ciao, one of the pioneers of online research panels (built of its industry leading price comparison e-commerce business), which was then acquired by Greenfield Online and subsequently sold to Microsoft, in a successful exit in 2008. At that point, I thought it was the opportune time to pursue a fresh challenge and saw Cint had a lot of potential as a real disruptor with a unique exchange model in a very traditional vertical (Market Research). The challenge back then was that the model was ahead of its time as an exchange and also primarily a self-service SaaS offering competing in a heavily dominated managed service oriented industry. It was actually this challenger position and the fact that this company has technology in its DNA that was appealing.

MTS: How do real-time tracking technologies and audience profiling solutions help monetization?
Cint’s insight exchange (our platform) brings several monetization opportunities to several facets of digital marketing. Per audience profiling, our platform is capturing unique first-person data points from over 200 mappable questions, asked to digital research participant (over 40 million registered in our platform and growing). The first-person data points we capture from the registered, verified consumers in our platform may then be licensed to DMPs and other data providers to validate existing data sets, or to enrich them with additional data points.

– Content Marketing

Content marketing is a facet of marketing we have not yet approached, or worked with a partner to enhance data and audience targeting. However, this is another avenue that we can support via the first-person data collected in our platform in the near future.

– Programmatic Advertising

The first-person data points within our platform may be used to power our next generation ad tracking technology Connect by Cint, which shares unique data points for those exposed and clicking on online content. In addition, those that license access to our data may enrich their ad targeting technologies with our first-person data for much better ad targeting accuracy.

MTS: How should marketers utilize the Cint Platform to better segment their audience?
Cint has a suite of solutions that help advertisers, marketers and publishers optimize their investments and deliver more ROI by enabling richer data and insights to be integrated into campaigns, all connected to a global audience of more than 40 million deeply permission-based, deeply profiled and re-contactable people. Cint’s Connect solution is a programmatic end-to-end ad-effectiveness and audience validation product that allows you to track, measure and survey exposed (matched) panelists from Cint’s open exchange panel marketplace. You get viewability metrics and real-time dashboards allowing you to dynamically optimize campaigns and change them inflight based upon the audience insight being collected. Connect can also be used for bid enrichment and to drive premium pricing in advertising whereas marketers are able to use other solutions like Cint Engage (customer insights, panelization, and monetization) or Cint Access (self-serve or programmatic audience survey solution used by CMOs, brand managers, researchers and many others to get to the ”why” through research).

MTS: How should CMOs leverage customer intelligence and intent data to deliver better omnichannel personalization and customer experiences?
Data today is king. Knowledge is still power, but data is the new currency. Any CMO worth their salt should be ensuring they are leading any data-driven initiatives that connect in any way to the brand or its customers. There is no excuse today, with the wealth of technology and data sources available, that a CMO or marketing department shouldn’t be building data-led marketing strategies with insights at the heart of them. Finding the balance between first, second and third-party data is still a challenge and many companies are still reliant on too much third-party data which is often inferred or probabilistic rather than deterministic. I would advise any CMO to think hard about how they can build out their first data set and enhance or enrich that over time. To do it successfully you need to be close to your customers through the entire customer journey and have trigger-based touchpoints and feedback loops set in place that not only the marketing team, but the entire business can leverage in as near real-time as possible. Then, and only then, will you get the maximum out of personalization and the ability to deliver best in class customer experience.

MTS: What’s the biggest challenge that businesses fail to address in measuring media trends and ad buying behaviors? How does Cint help overcome these challenges?
Many organizations today don’t have a full data strategy buttoned down. Without having a clear vision around data its difficult for any business to optimize understanding their customers or the general consumer in terms of trends and behavior. Beyond strategy, another challenge is technology. Today it’s imperative businesses understand what technology stack is required for their specific objectives and where technology and machines (AI) can help automate, scale and operationalize efficiently tracking and measurement of trends and behaviors. Of course, this often comes with a hefty price tag and requires a collective commitment from top down for a business to fully embrace to drive results.

At Cint, we try and help our customers and partners address these two challenges through a combination of our technology and our people. Increasingly, companies are placing our capabilities front and center within their data strategies and technology stacks to help power and support the flow of people-based data across their business. Importantly, they are adding our core value proposition of ensuring there is a clear feedback channel to customers and non-customers via surveys and behavioral tracking capabilities to augment with other data sources they might be collecting.

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

Cornerstone – Crowdfunding start-up disrupting the shaving business with a SaaS-based subscription model. It has good branding and great marketing with value-proposition.
HouseKeep – Exchange model creating an efficient connection between homes and house cleaners.
Kahoot! – Free game-based learning platform that makes it fun to learn in any area and for all ages. This is starting to help rethink the shape of education and learning.
ZipJet – A fantastic app and a slick home collection dry-cleaning service.
SoundCloud – While the company is burning through millions of euros as it struggles to find a reliable revenue stream, it is reportedly still on the acquisition radar of Silicon Valley giants like Google and Twitter. They have a very interesting product and are a solid alternative to Spotify and Pandora.
I must also mention one I’ve invested in personally, which is MindSauce a ’Knowledge On Demand’ platform in the UK. It is in its very early days, but it already has an impressive network of ’experts’ connected to the platform.

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

Oracle NetSuite ERP
LinkedIn Sales Solutions – LinkedIn Sales Navigator Enterprise Edition
LinkedIn Campaign Manager
AppNexus
Programmatic Mechanics (Managed Services/buying desk for AppNexus)
BannerFlow
SEM Rush
HotJar
Google Analytics
Trentkite
ClearSlide
GaggleAmp

MTS: Would you tell us about a standout digital campaign?
One of our core target audiences are individuals responsible for managing the targeting and fieldwork of digital and online market research, which is a niche audience among a niche audience. While we have tested the waters with DoubleClick and App Nexus to target this audience, we have seen the greatest success targeting this audience with ads and online content using LinkedIn’s Campaign Manager. This is because they have the best business-related first-person data sets collected from their users. From our frequent campaigns with LinkedIn, we have converted several thousand followers to the company LinkedIn page, and have converted several marketing qualified leads for our sales team to call upon and covert to users of our technology.

MTS: How do you prepare for an AI-centric world as a business leader?
This is a challenging question. As our platform is built to add automation and efficiencies to what was time consuming managed service and manual work and uses AI to assist with managing several parts of our services, I am partial to enabling machines to assist us with time consuming, labor intensive tasks. On the flip side, I am also aware that there must still be smart people (humans) to help build, improve and repair the machines. In short, there must be a happy medium between how humans interact in business, with the support of AI to assist with adding efficiencies, resulting in better maximizing productivity and profitability.

This Is How I Work

MTS: One word that best describes how you work.
Collaboratively.

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

Apps – Amazon, Lyft, BA, Deliveroo, SoundCloud, Sky Sports Football, WhatsApp, Twitter & Strava apps
Tools / Devices – Apple Watch, iPhone, Amazon Echo
Platforms – LinkedIn, AirBnB!

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

MTS: What are you currently reading? (What do you read, and how do you consume information?)
I recently read Chaos Monkeys, which was bought for me when I moved to San Francisco to work for the past 12 months (I’m now back in London). Very enlightening read on the inner workings of Silicon Valley. Other than this, most of what I read and consume is online via a selection of preferred apps or subscriptions covering a range of industry and non-industry related content (BBC, Guardian, Digiday, Adexchanger, Business Insider, Twitter newsfeed, etc).

MTS: What’s the best advice you’ve ever received?
Whatever you do, have fun – I think that’s a good mantra. Also, take your chance and try and have no regrets. It’s better to look forward and keep an opportunistic mind, otherwise, the good things in life will pass you by.

MTS: Tag the one person in the industry whose answers to these questions you would love to know.
Bernd Hacker, Director Advertising Sales & Audiences EMEA at Sprinklr.com

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

[vc_tta_tabs][vc_tta_section title=”About Richard” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e837a-a345″]

Working with customers and partners for over 15 years in consultancy and commercial roles, within the data and insights industry at high growth, fast scale, SaaS technology businesses. A consultative and operational executive leader with a passion in helping clients grow and optimise their businesses through smarter technology adoption and automation. Focused on driving growth through value-selling and a strategic partnership approach to build scalable long-standing relationships. Proven track record of hiring and nurturing the best industry talent to collectively create successful disruptive businesses from start-up environments through to fully operational, profitable entities.

[/vc_tta_section][vc_tta_section title=”About Cint” tab_id=”1501785390320-2d44fa50-740c5a4b-c27aca64-108e837a-a345″]

Founded in 1998 in Stockholm, Sweden, Cint is the world’s insights exchange.

Hosting 40 million registered consumers within 80 countries worldwide, Cint maintains an online insight exchange platform that connects publishers and community owners to researchers, agencies, and brands, for the sharing and accessing of consumer insights and data.

[/vc_tta_section][/vc_tta_tabs]

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

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

comScore Names Michelle McKenna-Doyle to Board of Directors, Appoints Gregory Fink as CFO

PRNewswire

October 18, 2017

McKenna-Doyle served as Senior Vice President and Chief Information Officer of the NFL

comScore, Inc announced that Michelle McKenna-Doyle joins its Board as an independent director. McKenna-Doyle, who is currently Senior Vice President, Chief Information Officer at the National Football League (NFL), was proposed by Starboard Value LP, one of comScore’s largest shareholders, and approved by the comScore Board. The addition of McKenna-Doyle, as the remaining independent director to be appointed pursuant to the previously announced settlement with Starboard, will increase comScore’s Board of Directors to nine members.

Sue Riley, comScore’s Board Chair, said, “I am very pleased to welcome such a visionary and dynamic senior business leader as Michelle to our Board. Her extensive expertise in technology and marketing, as well as business operations and finance, make her a valuable addition to our Board. We all look forward to working with Michelle as we continue to focus on delivering additional value to comScore customers, investors and employees.”

McKenna-Doyle has served as Senior Vice President and Chief Information Officer of the NFL since September 2012. She is executive sponsor of the NFL WIN – Women’s Network, and was recently awarded a Game Changer Award by Sports Business Journal. Prior to joining the NFL, McKenna-Doyle served as Senior Vice President and Chief Information Officer at Constellation Energy Group, Inc, where she implemented major technology strategic initiatives and led the company’s integration with Exelon Corporation upon the firm’s merger.

Prior to joining Constellation Energy, she was President of Vision Interactive Media Group, Inc., a global digital interactive media solutions provider. Between 2007 and 2010, she served as Senior Vice President and Chief Information Officer at Universal Orlando Resort. She also previously served as Senior Vice President and Chief Information Officer at Centex Destination Properties. In her 13-year career with the Walt Disney World Company, she held a variety of executive positions in Resort Development, Finance, Marketing, Operations and Technology. She currently serves on the Board of Directors of RingCentral, Inc, a leading provider of global enterprise cloud communications and collaboration solutions, and previously served on the Board of Directors of Insperity, Inc, a professional employer organization.

Gregory Fink Appointed CFO

comScore also announced that Gregory A Fink, Executive Vice President, Finance, has been appointed Chief Financial Officer and Treasurer, effective immediately. Interim CFO and Treasurer, David Kay, has resumed his full-time role at CrossCountry Consulting LLC, which has been providing accounting consulting services to comScore in connection with its pending restatement and audit process.

Fink is an accomplished senior finance executive with more than 25 years of experience in accounting, financial reporting, business analytics, budgeting, internal controls, and talent development. Prior to joining comScore, he served as Senior Vice President, Controller and Chief Accounting Officer at Fannie Mae, where he led a team of 600 professionals and oversaw a multi-billion dollar annual expense budget. With extensive experience in SEC reporting, Fink had responsibility for Sarbanes-Oxley compliance and Audit Committee reporting. Prior to joining Fannie Mae in 2006, he served as Vice President of Financial Reporting and Policy at MCI, Inc. and was a Senior Manager at Deloitte. Fink holds a B.S. in Business Administration with an accounting emphasis from San Diego State University and is a licensed Certified Public Accountant in Virginia.

“Greg is a proven leader with an outstanding track record of managing large finance teams. He has a wealth of experience in overseeing complex accounting matters and financial operations that will help move comScore forward. I’d like to thank Dave Kay for stepping into the CFO role on an interim basis and look forward to his continued contributions as a consultant,” Gian Fulgoni, CEO, comScore said.

Criteo Elevates Mollie Spilman To Chief Operating Officer

PRNewswire

October 18, 2017

Spilman Has Helped Achieve A Steady 90 Percent Customer Retention Rate

Criteo S.A, the leading commerce marketing technology company, announced the promotion of Mollie Spilman, one of the most respected executives shaping today’s competitive advertising and commerce marketing landscape, to Chief Operating Officer. Spilman joined Criteo in 2014 and leads all commercial teams — revenue, supply, operations and marketing — globally.

During her tenure, Spilman has been instrumental in Criteo’s growth to a nearly two billion dollar revenue business and has helped achieve a steady 90 percent customer retention rate. She excels at the integration of global go-to-market strategies across product and marketing teams to ensure that Criteo delivers to retailers, brands and other commerce companies the highest sales performance from their marketing investments through Criteo’s open Commerce Marketing Ecosystem.

“Since day one, Mollie has brought deep experience and a strong, fresh strategic point of view to how Criteo approaches the agile and dynamic environment of commerce marketing. Criteo is a trusted partner to retailers, brands and other commerce companies and everything we do is rooted in our mission to enable them to better compete in a data and technology driven environment. Mollie understands the complex and nuanced challenges our customers face and is expertly positioned to ensure that Criteo exceeds expectations as we help to reshape the future of commerce marketing,” Eric Eichmann, CEO, Criteo said.

“I am honored and humbled to expand my role at Criteo while continuing to work alongside the industry’s most talented and driven team members who reach new heights every single day in order to achieve our aggressive growth and innovation goals. Criteo is at the forefront of an e-commerce industry that is defined by change, uncertainty and ever-shifting expectations. I am confident that we will sustain the strong momentum realized at the start of 2017, and I am committed to the continuation of our market leadership and success,” Mollie Spilman, COO, Criteo said.

Most recently, Spilman won the Working Mother of the Year Award, a Silver Stevie award for ‘Female Executive of the Year’ and is ranked the fifth most powerful woman in mobile advertising by Business Insider. Prior to Criteo, her two-decade career in advertising included executive roles at Millennial Media, Yahoo, Advertising.com/AOL and Time Inc.

Fortune Magazine and Great Place to Work Name Panopto One of 2017’s Top 10 Small Workplaces

PRNewswire

October 18, 2017

Video platform company recognized for its culture, leadership, employee development, and more

Panopto, the leading video platform provider for enterprise and education markets, today announced it has been named one of the 2017 Best Small & Medium Workplaces in an annual ranking compiled by Great Place to Work and Fortune Magazine. Panopto was listed as one of the top ten small workplaces, and was recognized for its engaging and motivating workplace culture, as well as the strength and transparency of its leadership and communications.

“Every employee at Panopto has a tangible impact on the growth and success of our business,” said Eric Burns, co-founder and CEO of Panopto. “We give our people big challenges, we empower them to do what they think is right, and we foster an environment where great contributions are recognized and rewarded. We’re honored that our focus on those principles has earned the praise of our employees and has led to this recognition of our work environment and culture.”

A leader in video content management systems, video capture software, and inside-video search technology, Panopto’s more than 100 employees serve Fortune 500 companies and leading academic institutions around the world. Now celebrating its 10th anniversary, the company has doubled its Seattle office space and recently relocated its Pittsburgh offices to accommodate its rapidly-growing team.

The Best Small & Medium Workplaces is one of a series of rankings by Great Place to Work and Fortune Magazine, and is based more than 74,000 anonymous employee surveys from hundreds of businesses across all industries. Panopto’s Great Place to Work rating places the company in the among the very best when it comes to workplace atmosphere, rewards, challenges, and leadership.

Panopto helps businesses and universities create searchable video libraries of their institutional knowledge. Since 2007, the company has been a pioneer in video content management systems, video capture software, and inside-video search technology. Today, Panopto’s video platform is the largest repository of expert learning videos in the world.

Jill Ward Joins Board of Directors, HubSpot

PRNewswire

October 18, 2017

Larry Bohn, Managing Director At General Catalyst And Early Hubspot Investor, Vacates His Seat

HubSpot, a leading CRM, marketing, sales, and customer experience platform, announced that seasoned business executive Jill Ward has joined HubSpot’s board of directors. Ward joins the board as Larry Bohn, Managing Director, General Catalyst and an early investor in HubSpot, vacates his seat. Bohn was one of the first members of HubSpot’s board, seeing the company through its 2014 IPO and other significant milestones.

“We sincerely thank Larry for the countless hours he’s given us over the past decade – I can confidently say we would not be where we are today were it not for his support. While we wish Larry could stay on, we have a fantastic new board member in Jill. Jill’s experience in scaling SaaS products and businesses globally, coupled with a deep understanding of and experience with SMBs, make her a perfect fit for the HubSpot board. The other members of the board and I know her counsel will prove to be invaluable as we work to build a great end-to-end experience for HubSpot customers,” Brian Halligan, co-founder and CEO, HubSpot said.

“HubSpot serves an amazing market need, for small and medium size businesses around the world. HubSpot’s platform offers businesses a transformationally better way to engage with their prospects and customers, inspiring loyalty and growth. I am honored to join the HubSpot board, and can’t wait to work with the team in achieving their mission,” said Ward.

Ward is a business leader and operating executive, experienced in scaling products and global companies in technology and business services. Most recently, Ward served as President, COO, and CEO-elect of Fleetmatics. Other previous roles include SVP/General Manager at Intuit and VP/General Manager for a portfolio of industry-specific business management software companies acquired by Intuit. Prior to Intuit, Ward was division President of a customer contact outsourcing company serving enterprise clients in the financial services and technology spaces. Earlier, as an SVP at Fidelity Investments, she was responsible for marketing investment products to small businesses and consumers, and she also served in leadership roles at strategy consulting firm Bain & Company.

She has an MBA from the Amos Tuck School of Business Administration at Dartmouth College and a BA from Wellesley College. She currently serves on the board of the MicroLoan Foundation USA, a non-profit providing loans and business training to women-owned businesses in Africa.

“As the first outside director on HubSpot’s board, it’s been amazing to see the company grow from a startup to the category market leader. HubSpot is in great shape, and I am pleased to turn the director baton to Jill, whose executive background will serve the company well as it continues to grow. It has been a privilege to work with HubSpot over the years and I know the best is yet to come,” Bohn said.

Reimagining Premium Inventory in Mobile

Dave DiAngelo

October 18, 2017

What does it mean to run a marketing campaign on “premium publishers” in a mobile world? How are you defining what it means to be premium?

Industry veterans now fervently agree that activating a mobile strategy solely on marquee—desktop-based—publishers such as The Wall Street Journal or CNN no longer matter as much. While they may have sizeable followership, higher CPMs driven by impression scarcity make them less accessible to advertisers focused on more cost effective scale.

Instead, reaching the right audiences—agnostic to the sites and apps they engage—has become the new north star. This is due in large part to the fact that consumers’ media habits and buying preferences have dramatically changed and diversified across platforms. As a result, consumer loyalty to top brands has taken a nose dive—90% of leading household goods brands’ loss in market share is just one of the litany of signals. “Premium” then, is about data and audiences on clean, transparent, bbrand-safe publishers.

So it behooves mobile marketers to learn from this trend and rely less on traditionally defined “premium” publishers to support their objectives. Sure, they will continue to carry the weight of their legacies in the digital media mix. But it’s time to upend creatively-starved, old school mobile strategies for more data-driven media programs that reach audiences at scale where they really are. Not where we contextually assumed they are.

Marketing Technology News: Gartner Survey Shows Inside Sales Organizations Risk Losing 24% of Employees This Year

As an example, which apps do you think have the highest concentration of millennial (18-34 year old) users?

comScore’s latest ranking of the Top 50 Digital Media Properties may lead you to think that CBS, ESPN, The Weather Channel and other premium digital networks have high millennial contingencies. But would you have guessed that apps such as Yik Yak, Venmo and Wattpad have the highest concentration of millennial users, with one reporting up to 99% concentration? In addition, we all know, mobile games continue to thrive and remain one of the most engaging, and safe environments in which to reach consumers across a wide swath of demographics.

The notion of premium has changed, so let’s completely reimagine what ‘premium’ should look like in mobile for modern marketers and blaze the required trials to help them scale and realize the vision.

Command Value Exchange As The Gold Standard for Premium Formats

Steve Jobs’ App Store launch in 2008 awakened consumers to entirely new ways of experiencing the world and interacting with each other on their mobile phone. Nearly 10 years later, consumers now spend more than five hours a day on their phones—texting, emailing, gaming, Snapchatting, shopping, watching videos and more.

In parallel, mobile display ads emerged in the form of 320×50 units at the top or bottom of your 4”-6” screens—as another opportunity for brands to engage consumers’ on their new most favorite device and for publishers to achieve new revenue opportunities . But while banner ads continue to serve these purposes, it’s clear that today’s consumer clamors for higher engagement standards.

Looking to the future, mobile video has begun to step up as the most compelling vehicle to lead advertisers to the premium oasis. For example, IAB’s New Ad Portfolio mentioned that short form videos in the 6-8 second range are already showing promising results in mobile.

Keep in mind that receptivity to video ads can swing both ways, as Mary Meeker’s 2017 Internet Trends report pointed out. On the one hand, 80% of survey participants disliked pre-roll ads, while 68% reported a positive attitude towards mobile app reward ads—ads where advertisers incent consumers with stuff like new tools, coins or coupon rebates to sit through the video ad.

What does this tell us?

That consumers will engage as long as there’s something in it for them. Therefore, any mobile inventory considered as premium in the future should have a clear, value-driven proposition to consumers.

Marketing Technology News: Paysafe Announces YouTube Partnership

Validate Premium With Engagement-Based Proof Points

Establishing legitimacy for premium inventory in mobile, especially for emerging formats such as mobile video, requires hard data-driven work. To generate accountability, marketers and agencies must answer questions such as:

How deeply did consumers engage with the mobile video?
Which creatives and messages resonated best with our different target audiences?
How does performance vary across different regions/DMAs in the US?
How did this campaign impact brand KPIs such as favorability, purchase intent and sales?

Today’s mobile metrics are still relatively rudimentary and direct response focused, such as Cost Per Install (CPI) or Cost Per Action (CPA). But premium in mobile should be evaluated by much deeper metrics that surface the consumers’ engagement with the brand and the brand’s influence on consumers further up the funnel. Completed views are just one measurement that should become firmly implanted in marketers’ mobile dashboards.

If last year finally became the year of mobile based on reported spend, then why are marketers and agencies still stuck in a desktop mindset? Let’s build upon this momentous milestone and keep the dollars flowing by pushing the boundaries on what really constitutes premium in mobile. The foundational infrastructure and programmatic pipes are already here and constantly evolving to help advertisers find audiences at scale and deliver remarkable consumer experiences.

Done right, the most audacious and creative brands will find revenue opportunities bursting at the seams as a result of the industry’s unyielding pledge to preserving the reimagined vision of premium in mobile.

Marketing Technology News: Mono Solutions Joins Bauer Media Group to Strengthen SME Marketing Services Across the Globe

MOBOLIZE for Roaming Gives Operators Complete Control of Subscriber Data Usage on Mobile Devices

PRNewswire

October 18, 2017

Patented Data Optimization Enables MNO/MVNOs To Plug Revenue Loss From Global Changes In Roaming Regulations

Mobolize announces the availability of MOBOLIZE for Roaming, a new mobile data orchestration solution that enables operators to reduce their overall data costs, while delivering new value-added services to subscribers, that increase Customer Lifetime Value (CLV).

Installed on subscribers’ mobile devices as a standalone application, or integrated as an SDK into another app like Customer Care, MOBOLIZE for Roaming gives MNOs and MVNOs the ability to shape, route and block content such as video to optimize usage. Its data optimization solutions make sure only necessary data is delivered – eliminating waste, decreasing cost and enhancing the customer experience.

MOBOLIZE for Roaming uses patented video pacing and smart caching technologies to deliver mobile data and video optimization that:

Control the bitrate at which streaming video is delivered to the phone – cutting data consumption by as much as 80 percent;
Configure how aggressively video should be paced – choosing between higher bitrates that deliver some savings and lower bitrates that deliver maximum savings, with less buffering and stuttering;
Works with encrypted video, like YouTube, because it runs on the phone with true app-level awareness; and
Intelligently identify individual users’ favorite apps and websites and cache the most used content, to deliver maximum optimization.

Value-added Services

In addition to data optimization, MOBOLIZE for Roaming enables mobile operators to provide subscribers with Wi-Fi security while roaming and on unsecured public hotspots to:

Bolster operator brand as a leader in security while adding to lifetime customer value (CLV);
Encourage offload to Wi-Fi when subscriber is traveling off network;
Gain visibility and control into the mobile traffic that goes over Wi-Fi;
Increase ARPU by providing Wi-Fi security as a subscription service.

MOBOLIZE for Roaming can also help mobile operators engage contextually with subscribers at the ‘moment of intent,’ to:

Deliver relevant offers and opportunities, at the right time, at the right place;
Upsell data plans and services based on what subscribers are doing at the moment;
Configure event watching (e.g. accessing a certain app or website); and
Integrate with customer care apps for real-time notifications.

Revenue gap created by changes in roaming regulations impacting operators worldwide

Operators worldwide will find MOBOLIZE for Roaming is a powerful way to minimize the impact of recent cross-border roaming regulations. Regulations such as Eurotariff ensure European consumers can ‘roam like at home’ with no extra cost. However, this means lower revenues for many operators who still face significant roaming fees, especially when their customers leave the EU, particularly with the explosion of mobile video use. If not proactively managed, it could reduce competition and increase monthly tariffs.

“Mobolize puts the service provider back in control of the roaming experience and costs – levelling the playing field. While travelers across the world embrace inexpensive and often ‘free’ roaming today, mobile providers are well aware that an end to retail roaming charges, does not mean an end to wholesale roaming costs. As video continues to drive data consumption up by roughly 60 percent annually, many operators face a stark choice when their customers roam. They either end up absorbing the additional cost, losing their price advantage or crudely throttling data at the cost of customer experience. With Mobolize, both mobile providers and consumers can win,” Colleen LeCount, SVP of Global Sales and Marketing, Mobolize said.

Storyful Names Ebonie Newman as Global Chief Revenue Officer

PRNewswire

October 18, 2017

Newman Has Led Storyful’s Commercial Operations For The Asia Pacific Region Since January 2015

Storyful, a leading social media intelligence, content and news company, announced the promotion of Ebonie Newman to the role of Global Chief Revenue Officer.

Newman, who is currently Storyful’s Executive Director of Sales for the Asia Pacific region, will relocate to New York to take up the role in November. She will oversee sales and marketing efforts for the business and will look at new commercial opportunities for revenue growth across all regions.

“It’s been a pleasure to have worked with the Storyful team in Australia, and I’m looking forward to this new opportunity to help grow Storyful on a global scale. The unique technological capabilities and talent we have within the business allows Storyful to do incredible work with media partners, marketers and agencies. The business has a bright future as we continue to grow and evolve our offering. I could not be more proud and excited to help guide the team on this journey,” said Ebonie Newman.

Newman has led Storyful’s commercial operations for the Asia Pacific region since January 2015. Responsible for doubling commercial growth in the region, her team expanded Storyful’s work with publishers and developed strategies to help brands and agencies connect with their audience through insights and social video. Newman has built close partnerships with News Corp Australia’s sales teams and News Digital Networks (News DNA) to drive innovative social video opportunities for the business. She joined Storyful from News Corp Australia’s network sales division where she was group sales director.

“Ebonie is a proven leader who built and grew the Storyful business in the Asia Pacific region. She finds innovative ways to collaborate with partners and deliver solutions that build businesses and generate results. She has been a valued member of our team over the past few years, and I am proud to welcome her to our leadership team,” Sharb Farjami, Global Chief Executive Officer said.

Storyful was acquired by News Corp in December 2013 and operates as a stand-alone business that complements News Corp’s video offerings as well as servicing external partners in the media, advertising and PR industry.
Storyful, a division of News Corp, is a social intelligence and news agency combining world-class journalism with unique access to data and proprietary technology to find insights and content for media and brand partners. Their expertise allows them to contextualize stories and verify content to find the truth in the vast landscape of social noise.

Epicor Announces Epicor Commerce Connect for Eclipse

PRNewswire

October 18, 2017

The Cloud-Based Offering Is A Modern Full-Service Digital Commerce Solution For Distributors And Wholesalers

Epicor Software Corporation, a global provider of industry-specific enterprise software to promote business growth, announced its Epicor Commerce Connect (ECC) solution is now available for Epicor Eclipse.

The Internet has already displaced face-to-face interactions at the front of the sales funnel and in many cases customers have already made a selection by the time they speak to a salesperson, making e-commerce strategically important to a business’ growth strategy.

“Today, e-commerce is more than adding an online store to a website. Rather, it has become a powerful functionality that supports key business goals for today’s digital distributor such as increased productivity, growth, and differentiation,” Sanjay Kumar, vice president, product management, Epicor Software said.

Modernizing today’s distributor with Epicor Commerce Connect
ECC for Eclipse is a robust cloud-based platform based on 20 years of experience Epicor has in e-commerce that drives rich B2B and B2C online experiences for consumers, customers and suppliers and is essential for business’ success today. It enables customers to develop unique websites quickly and manage them easily — providing the necessary tools to digitalize today’s distributor and empowers them to deliver a strong customer experience throughout the typical order lifecycle.

The platform extends Epicor Eclipse with a tightly integrated e-commerce business solution, with all information mastered from the enterprise resource planning (ERP) system, providing users a complete set of B2B and B2C tools that are ready to be deployed quickly. The platform is based on the Magento open source platform, giving users future flexibility to add new capabilities and apps from the Magento Marketplace as they grow without being locked into one vendor’s ecosystem.

ECC for Eclipse includes out-of-the-box features that strategically leverage e-commerce for growing today’s wholesale distributor — customer account management, pricing, order and re-ordering, bulk order, and tools for marketing promotions — all developed, implemented and supported by Epicor and delivered through the cloud for the lowest possible total cost of ownership.

The solution also comes with extensive B2C functionality for an exceptional buying experience and simplified access to information such as wish lists, order status, re-buys, account history, invoices, payments and returns. Additionally, ECC for Eclipse is fully responsive, making it mobile commerce ready and accessible on the go.

“Since implementing ECC for Eclipse, the response from our customers has been fantastic. Each month we’ve been doubling our business online with those preview customers. We want to be able to provide value not just to our customer base, but also to our employees, and we felt like implementing ECC for Eclipse is a great strategy to help us create the user experience we’re looking for,” Rick Black, vice president of ecommerce and product management, ABR Wholesalers said.

Frankly Announces Senior Leadership Additions

PRNewswire

October 18, 2017

Frankly announces new management hires, role transitions, and promotions

Frankly Inc, builds an integrated software platform for media companies to create, distribute, analyze and monetize their content across all of their digital properties on web, mobile and TV. Its customers include NBC, ABC, CBS and FOX affiliates. The company is headquartered in San Francisco with major offices in New York.

Alisa Warshawski has transitioned from VP, Solutions Engineering to VP, Web Product and will oversee all aspects of Frankly’s fullstack web product. Warshawski has more than 15 years of expertise in web development, including launching numerous digital brands. Prior to joining Frankly, Warshawski was Head of Product for Time Inc.’s Food & Health Lifestyle Group, where she led cross-functional teams as well as a team of product managers. Previously, she served as a Product Director at Scripps Network Interactive and also held product management positions at Worldnow earlier in her career. Warshawski’s extensive product management experience will enable Frankly’s web product to continue its anticipated growth.

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Jai Vyas was appointed as the company’s new Director, Solutions Engineering. Vyas will be responsible for acting as the bridge between Frankly’s commercial clients and its product and technology teams, ensuring Frankly’s products and services meet customer expectations. Vyas brings deep understanding of technology combined with his marketing, advertising and business development skills. Prior to joining Frankly, Vyas was the Director, Digital Innovation & Strategy for Calkins Digital.

Matthew Ehrens was appointed as Frankly’s Head of Web Engineering. He comes to Frankly with more than 20 years of experience and has a proven track record for managing cross-functional teams that deliver and support versatile and valuable solutions. Ehrens was most recently with Scripps Networks Interactive, where he directed lean & agile software engineering teams for desktop and mobile website verticals. His previous experiences include technical, as well as management roles at AOL and AARP.

Marketing Technology News: Tapad and AdsWizz Partner to Enable Digital Identity Resolution Across Audio Ad Campaigns

Amy Parrish was appointed as the new Strategic Account Director, Advertising on Frankly’s Client Services Team. Parrish will be responsible for account oversight and development for Frankly’s national ad network clients. She was previously the Digital Media Director at WTHR, the Dispatch station in Indianapolis, as well as the Digital Media Sales Manager at Waterman Broadcasting in Ft. Myers, FL.

Wes Cook was promoted from Client Services Manager to Director, Strategic Account Management and Client Services. Since joining Frankly in 2014, Cook has proven to be an incredible asset to the company, helping clients successfully launch new products as well as deploy the company’s next-gen platform. Over his career, he has garnered many client and industry accolades.

“I am thrilled with the caliber of new additions to our leadership team. The addition of such a talented roster of leaders across key functions in our organization is a testament to our ability to attract and retain top talent, which is the lifeblood of any great technology company. I wish Alisa, Jai, Matt, Amy and Wes all the best in their new roles and I am proud to serve alongside such a strong team,” Steve Chung, Founder and CEO, Frankly said.

Marketing Technology News: Icertis Cements Undisputed CLM Market Leadership with $115 Million Round

district m Launches mypixel, A Self-Serve Programmatic Advertising Platform For SMBs

PRNewswire

October 18, 2017

mypixel Levels The Playing Field For All Companies To Participate In The $270 Billion Digital Advertising Industry

district m, a leader in programmatic advertising, launched mypixel, a powerful self-serve retargeting platform designed to help small businesses launch creative ad campaigns.

“We realized there’s a huge gap in programmatic advertising solutions for local businesses and small companies. With mypixel, we are excited to offer all businesses the ability to create professional and sophisticated campaigns regardless of their size, budget or experience level,” says Benoit Skinazi, district m’s SVP of Sales and mypixel’s Project Lead.

“The digital market is as critical to independent businesses as it is for large global enterprises and having a solid online presence will help SMBs stay competitive. Up until recently, you would need a serious level of experience and money to successfully execute programmatic campaigns. With mypixel, we want to level the playing field for small businesses and give them access to similar advertising opportunities as bigger companies,” says Adrian Pike, district m’s Chief Marketing Officer.

Globally, digital advertising spending which includes desktops, mobile devices and tablets, is expected to reach $269.85 billion in 2018 and climb to $335.5 billion by 2020*. With solutions like mypixel, SMBs can now actively participate in the explosive digital advertising industry.

“We launched our e-commerce store in March 2016 and while I’m pleased with our growth, I was eager to develop our digital advertising. mypixel has allowed us to explore new advertising options which aren’t offered elsewhere. The platform is very user friendly and has made it seamless for us to launch our campaigns. I’m excited to see more sales and even further growth,” said Jack Kaladjian, founder of Montreal-based Park and Finch Eyewear.

Designed specifically for businesses who do not have the time, resources or experience to invest heavily in digital advertising, mypixel offers an integrated ad builder as well as clear and easy-to-understand targeting options to help small business owners launch their campaigns effortlessly. The platform is also equipped with an extensive reporting suite to enable users to track their campaign’s performance.

TechBytes with Rich Meiklejohn, General Manager, Asia Pacific, Hootsuite

Avinash Duduskar

October 18, 2017

Rich Meiklejohn
General Manager, Asia Pacific, Hootsuite

Social selling is a trend that many brands have adopted in the last few years. Hootsuite’s Amplify for selling helps marketers achieve this and calibrate their campaigns. We spoke to Rich Meiklejohn, GM, Asia-Pacific, Hootsuite to figure out the latest trends in this space.

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MTS: Who are your target customers for “Amplify for Selling”? Will this be available to all global users?
Rich Meiklejohn: Amplify for Selling was created to be used by both salespeople and marketers. Research and our own experience at Hootsuite shows that both salespeople and marketing teams are executing on social programs. Both teams are having conversations with customers — only they’re at different stages of the marketing funnel. While marketing engages customers with thought leadership content, sales teams, use social for one-on-one interactions and to generate leads.

Amplify for Selling is available for all markets, so sales teams around the world can use the solution to align efforts with marketing teams and unlock new channels to build relationships and boost sales.

MTS: Do you think sales reps will get savvier with their social media toolkits once they start using Amplify for Selling in their stacks?
Rich: Absolutely! Training and building confidence among sales reps to engage on social media is key to driving adoption and usage of social selling strategies within organizations. Therefore, training and developing fundamental skills is central to what Hootsuite does — and we’ve seen first-hand the role it plays in boosting confidence among sales reps.

On top of that, Amplify is tailored to maximise productivity for busy, on-the-go sales reps. It is mobile-first, so users can connect and reach out to customers—throughout the customer journey — right from when they identify as a need to when they’re ready to buy. It also uses intuitive monitoring and search features to find leads based on the location of an individual.

The other great thing about Amplify is that it isn’t restricted to one social media channel. Sales teams can use it to post and share content on LinkedIn, Twitter, Facebook and Instagram, thereby expanding their lead gen pool considerably.

MTS: “Relevant social conversation with sales prospects is the key here.” Could you share some insights into how Amplify for Selling presents data analytics to customers? How can customers leverage their CRM to magnify their social value for selling?
Rich: Because Amplify is integrated with CRM platforms like Salesforce and Microsoft Dynamics, it allows users to sync their contact data and seamlessly discover the social profiles of their prospects. It then sets up social signals such as keywords or phrases, so they can get notified about relevant conversations from their contacts and reach out in real-time.

Sales reps can also see how their leads have engaged with the content. This, in turn, helps determine the type of content and tactics that resonate better with their audience.

MTS: What are the typical gaps preventing sales reps from using social media effectively to engage prospects?
Rich: According to ‘Social Selling A New B2B Imperative’, a commissioned study conducted by Forrester Consulting on behalf of Hootsuite, enterprises today invest in a variety of social media technologies to expand their social selling program’s capabilities. But while a high percentage of sellers use social media to generate leads (55%) and expand contacts (59%), sellers still miss opportunities because organizations don’t have a programmatic social selling approach in place.

This means that companies are executing individual social selling programmes, but very few sellers are executing on all critical activities that constitute a comprehensive social selling approach.

The biggest challenge is the ongoing disconnect between marketing and sales. Marketers are tracking one set of KPIs while salespeople are focusing on another. But social selling will not work without marketing’s buy-in because they’re the ones most equipped to build these programs. In many cases, marketers are focused on reporting impression-based metrics rather than revenue-based ones.

Bringing both these teams on the same page is key to bridging the gap and effectively leveraging social selling.

MTS: Thanks for chatting with us, Rich.
Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries-67ee47.ingress-bonde.easywp.com

Survey: Consumers Value Mobile Holiday Campaigns, Yet Digital Marketers Are Missing Opportunities

PRNewswire

October 18, 2017

YouAppi Survey Finds That 60 Percent Of Businesses Prefer In-App Purchases For The Holidays While Only Five Percent Of Consumers Do

YouAppi, a leading mobile growth marketing platform for premium mobile brands, announced the results of a comprehensive survey that evaluated US consumers on their personal holiday shopping habits and preferred mobile holiday experience. The survey also questioned global digital marketers, advertisers and app developers on their 2017 mobile holiday preparation and campaign plans. While 95 percent of businesses see the holiday season as an important opportunity, the survey demonstrated an interesting chasm between mobile marketing activities and consumer preference, including when consumers find holiday promotions most effective and desired payment choice in a mobile environment.

According to business respondents, the holidays are an important source of revenue and mobile tops the list for engaging with consumers. Surprisingly however, businesses are getting started on their holiday outreach earlier than consumers want. Over half of consumers say they are only interested in holiday themes and offers after Thanksgiving, yet 68 percent of businesses start well before that timeline – some as early as August and September!

Marketers and advertisers also approach mobile purchasing differently than their customers, with 60 percent of businesses preferring in-app purchases for the holidays while only five percent of consumers do. And while 54 percent of consumers say they will watch rewarded video for added holiday perks, only 20 percent of marketers are choosing to include it in their holiday campaigns.

“Without question, the holidays present phenomenal opportunities for mobile brands,” said Jennifer Shambroom, chief marketing officer at YouAppi. “Yet without careful planning and targeted goals, companies can easily miss out on their best ROI of the year. Rewarded video is just one example of how mobile brands can better engage their customers this holiday season, and we’ve compiled additional top tips and tricks to help global brands make the most of their holiday mobile experience. Consumer preference is driving mobile engagement, and its critical brands react with the holiday experiences users want most.”

To help marketers better prepare and execute successful holiday campaigns, YouAppi has created a free guide, entitled It’s the Most Mobile Time of the Year.

The survey was conducted by Dimensional Research and includes responses from 217 mobile app owners and digital marketers from around the world, as well as 533 individuals in the United States who use their mobile device for shopping.

New Study Reveals Brands Fail to Use Customer Data to Deliver Personalized Digital Experiences

PRNewswire

October 18, 2017

Sitecore Research Finds That Brands Aren’t Equipped To Turn Customer Data Into Strategies That Drive Customer Loyalty

Sitecore, the global leader in experience management software, released results of a global study – The challenges of gaining contextual insight – conducted in partnership with Vanson Bourne analyzing responses from 6,800 consumers and 680 marketing and IT decision makers to understand how brands are managing the data they collect from consumers, securing and analyzing it, and using it to deliver a more personalized customer experience. The research, conducted in 14 countries, also examined consumer comfort with sharing data, their expectations of the experiences brands provide them as a result, and their thoughts on personalization.

The research found that while brands face pressure to be data-driven, and while 79% place a high priority on personalization, they struggle to manage and mine customer data to both inform customer experience strategies and deliver on the promise of personalization. As a result, customers acknowledge that many brands are in fact, providing ‘bad personalization’, which upon deeper analysis, isn’t really personalization at all.

An overwhelming 96% of consumer respondents believe that there is such a thing as bad personalization, and they cite as examples brands using out-of-date information about them (59%), brands that get personal customer details wrong (57%), and brands making assumptions about what consumers want-based on single interactions (54%).

Overwhelming data
For brands, poorly personalized experiences are often the result of an overwhelming amount of data and the complexities that arise around managing it. On average, brands say they’re collecting eight different types of data about online customers, ranging from transactional details to behavioral insights and trends. Yet around a third (31%) of brand respondents point to a lack of skills needed to properly use or analyze the data collected, and 42% don’t have the capabilities to integrate data collection. Only 12% have the ability to collect online data on an individual (vs. consumer segment) level.

“Customers are openly providing insight for brands to understand their wants and needs, but brands are struggling to follow through on their end of the deal. The level of expectation that today’s consumer has, coupled with the level of dissatisfaction brand marketers have with the tools and resources available to them, suggests brands must take urgent action to improve their ability to collect, connect, analyze, and act on customer data,” Scott Anderson, CMO, Sitecore said.

With pressure from all sides to use data more effectively, many organizations don’t have the appropriate tools and knowledge they need to move forward and meet the expectations of their stakeholders, and more importantly their customers. Without addressing these internal obstacles, brands are missing out on the actionable insights that could enhance the customer’s experience and overall, increase loyalty and sales.

Research highlights include:

Customers think brands know more about them then they do: Customer respondents (56%) thought brands knew their purchase history more than brand respondents said they were collecting (47%).
Many brands struggle with existing analytics solutions: Only 12% have the ability to collect online data at an individual level, and though 65% of brands report using digital analytics software, more than half (53%) say they’re not completely satisfied with their current solution.
Brands crave more insight about their customers: When asked what they most want in a customer intelligence solution, over three in five brands (61%) indicate the ability to view customers on an individual level, more than half (55%) want real-time insights into customer behavior, and more than a third (37%) want to be able to integrate customer data across the channels in which they receive it.

Separating The Fake From The Factual – Why AI Is Revolutionizing Marketing?

Alexander Boykov

October 18, 2017

Separating The Fake From The Factual - Why AI Is Revolutionizing Marketing

AI and machine learning are dominating technology conversations and investments across multiple sectors. In conjunction with automation, these two technologies are fundamentally changing the nature of our working lives. Some experts have even concluded that AI will automate all human jobs within 120 years.

Nowhere is this truer than across the marketing sector which has been revolutionized by new technologies powering digital and influencer marketing. While the market predictions and the promised ROI that these technologies can deliver is impressive, concerns remain about their impact on the roles and functions of marketing teams. The good news for today’s marketers is that these new tools, in conjunction with influencer engagement campaigns, can not just deliver stronger campaign results but can more accurately measure them too.

Influencer marketing came into the spotlight as a result of increased consumer aversion to ad-laden content and a growing mistrust of traditional media. Until recently though, it was itself subject to questions about the validity of influencer data. The introduction of AI and machine learning to the identification and validation process eliminates such concerns and ensures data accuracy.

AI and machine learning-informed deep influencer analytics help marketing teams make better informed influencer decisions to execute stronger and more effective campaigns. AI technology can deliver increased sophistication of audience segmentation based on interests, geography, demographics and commercial data. The combination of AI, analytics and machine learning represents a significant boost for marketers looking to better assess audience reach, sentiment and influence to build and measure effective campaigns.

The combination of advanced search engines and social media data have, on the surface, made it easier for marketers to find and segment audiences, as well as to find patterns of behaviors to inform future campaigns. However, the sheer volume of data now available can make it near impossible to effectively analyze engagement and behavioral patterns. Machine learning will enable marketers to better scale, reaching specific demographic and geographic segments targeted by age, income, education or any other criteria. By analyzing billions of data points, AI is able to assess influencer content, determine brand affinity and even identify patterns to predict an influencer’s potential impact on a brand’s stated goals.

Applying AI technology to influencer identification can also help overcome the problem of fake followers, bots, and false campaign data. Because AI is able to refine search parameters, it can check for bots or fake accounts, a massive issue in the influencer industry, and make recommendations based not just on reach but on value and engagement consistency meaning that marketers can be sure that the influencers they work with are legitimate both in terms of volume and value. Moreover, once a high-performing influencer is identified, marketers can use AI to find more like them, using specific content, behavioral characteristics and traits to find others with similar brand relevance.

Ultimately, AI can deliver increased intelligence into how marketers identify and associate with influencers, ensuring they fit with the brand values and those of its audiences too. From planning and identification, through analytics-informed predictions, to reporting of clear metrics and demonstrable ROI, AI is an ideal partner for marketers, giving them peace of mind that their matches and campaigns will deliver tangible results.

NetEnt & Ve To Offer Big Data Marketing Buying Services To Global iGaming Sector

MTS Staff Writer

October 18, 2017

NetEnt & Ve Have Partnered To Offer Media Buying Services To Online Casino Operators Worldwide

NetEnt_Ve NetEnt AB, a leading digital entertainment company, providing gaming solutions to online casino operators, and Ve Global (Ve), a marketing technology business that operates from product discovery through to purchase, have partnered to offer media buying services to online casino operators worldwide. Believed to be the largest data-collaboration of its kind in the iGaming sector, Oslo-listed Gaming Innovation Group Inc (GiG), is confirmed as the first customer to benefit from the technology.

The NetEnt and Ve partnership will reduce player acquisition cost and improve retention for online gaming operators worldwide, by creating a media buying platform that offers access to unrivaled audience intelligence and behavioral insights.

This means that casino operators can be more accurate and precise in their marketing activities, while reducing marketing spend and maximising return on marketing investments. The technology will achieve this by building an in-depth but anonymized understanding of online gaming audiences, and then harness this insight to serve display advertising that is more relevant to each user.

The partnership will use Ve’s proprietary Demand Side Platform (DSP), a technology developed in-house for media transparency and to reduce the costs built into 3rd party platforms. By pairing Ve’s DSP with NetEnt’s statistical insights, the new service will also give gaming operators more control over their campaigns and the ability to continuously optimize their ads to ensure maximum impact.

Oslo-listed Gaming Innovation Group Inc (GiG), one of NetEnt’s current customers, is confirmed as the first customer to benefit from the technology.

Enrico Bradamante, Managing Director and Chief of EMO, NetEnt, said, “The partnership between NetEnt and Ve Global is about combining a leading media buying desk platform with a unique source of iGaming data, to serve a demand from international casino operators. We look forward to continue helping our customers stay ahead of the competition by offering a solution for more efficient marketing.”

Morten Tonnesen, CEO, Ve, said, “iGaming customer acquisition has not evolved as quickly as other online sectors and faced with stiff competition, casino operators need to start leveraging data to costeffectively present advertising to relevant users across the Web. The combination of Ve’s technology and NetEnt’s unique insights means iGaming operators have the opportunity to execute programmatic media buying as efficiently as possible.”

Beta clients will be on-boarded towards the end of 2017, starting with GiG, and the official launch of the media buying service will take place early next year. Both NetEnt and Ve have also reinforced their commitment to protecting and respecting the privacy of those using their technology by adhering to stringent privacy principles in full compliance with applicable regulations.

TARGETED SOCIAL launches a Performance Based Influencer Marketing division

PRNewswire

October 18, 2017

The division will directly connect a brand’s influencers and ambassadors with appropriate digital audiences, and track the actual sales they influence

Targeted Social, one of the early Facebook and Social Media agencies, announced the launch of its new Influencer Marketing division to directly connect a brand’s influencers and ambassadors with appropriate digital audiences and track the actual sales they influence for brands.

Influencer marketing is the fastest-growing online customer acquisition method, yet most marketers still cite measuring ROI of influencer campaigns as their top challenge. Currently, most Influencer Marketing programs are built based on reach or engagement metrics with a media value used for ROI calculations. Targeted Social’s PBIM (Performance Based Influencer Marketing) division is more in line with brand objectives, by offering a performance-based option tied directly to successful sales efforts.

“Just like with the early days of Facebook advertising, Influencer Marketing is something every brand knows they want, but most still struggle to make a direct connection between their influencers and actual results at the register. With this new service, we can take the Influencer Marketing industry to the next level, by empowering brands to work more closely with Influencers, enabling them the flexibility to draw from the entire website and receive direct attribution for the sales they influenced,” Corey Gottlieb, Managing Partner, Targeted Social said.

Corey Gottlieb is also Co-Founder of Replika software with Kareen Mallet, a former fashion director of Neiman Marcus and Bergdorf Goodman. Targeted Social will be using Replika software to power its new PBIM division. Replika was originally conceived by Mallet, to help in-store retail sales associates get credit for online sales. “Retailers with brick and mortar locations, with trained sales associates who have seen the decline of in-store sales, have been our primary target during our development phase. However, once we went to market and realized Replika’s value to the influencer marketplace, we decided to work directly with brands and agencies. Targeted Social was an obvious first step,” said Mallet.

Outreach Joins LinkedIn’s Sales Navigator Application Platform (SNAP)

PRNewswire

October 18, 2017

Integration With Linkedin Sales Navigator Arms Sales Professionals With Streamlined Workflow, Richer Personalized Data, More Connections To Engage With Prospects In The Right Way, At The Right Time

Outreach, the leading sales engagement platform, has been selected as a partner in LinkedIn’s Sales Navigator Application Outreach Io Logo Platform program (SNAP). The integration allows Outreach to deeply connect with LinkedIn Sales Navigator, enabling sales professionals to access rich account and lead information directly from their workflow in Outreach. The new integration services are already available to Outreach users.

Eighty-three percent of sales leaders agree it takes a high level of effort to connect with prospective buyers, according to a recent Forrester Consulting study. In the ongoing battle for sales reps to break through today’s noise, it’s more important than ever to be extremely efficient with every single prospect interaction. This becomes increasingly difficult when reps must waste precious hours toggling between tools – spending only small increments of time prospecting, and the rest hunting for data. Outreach’s integration with LinkedIn Sales Navigator allows reps to access relevant data in the same place they work, the Outreach platform, all while ensuring the data is new and presented in a timely, digestible fashion.

“Sales reps today are slaves to not only CRM, but to an entire stack of disjointed point solutions. While these tools were meant to create a more seamless workflow, more often than not they make entire sales teams less efficient, which ultimately impacts the bottom line,” said Manny Medina, CEO and co-founder of Outreach. “Outreach’s partnership in LinkedIn’s SNAP is a great example of sales reps making technology work for them — not against them. By leveraging a single interface that surfaces the information they need to connect with prospects, right within their workflow, every member of the sales organization is empowered to grow relationships, close deals, and expand existing accounts.”

Fortune 1000 customers like CenturyLink, Adobe, Glassdoor and Marketo rely on Outreach’s system of action because of its enterprise-grade scalability and feature set, market-leading success and support, and proven results. On average, customers using the platform gain 1-2 more hours of active selling time daily per rep, secure 30% more meetings and opportunities, and ultimately contribute 10-25% more revenue to the organization’s bottom line.

TabMo Hires Sophie Plenert to Continue Its Expansion in the UK and Support Agency Demand

Sudipto Ghosh

October 18, 2017

Sophie Plenert joins programmatic mobile specialist TabMo

Customer demand for TabMo’s programmatic mobile advertising technology continues to grow and the creative mobile demand side platform (DSP) has expanded its team with the recruitment of Sophie Plenert as agency sales manager.

Plenert joins TabMo, from mobile monetisation company Mozoo, where she was part of the team. Currently headquartered in Paris, with R&D teams in Montpellier and offices in New York, London and Cologne, TabMo is the first Mobile Creative demand side platform (DSP). TabMo enables agencies and advertisers to access premium publisher inventory through pre-selected integrated private marketplaces (PMPs), and leverage mobile audience data from trusted integrated and selected partners. TabMo specialises in video and rich media mobile campaigns and is one of the world’s only platforms to be able to programmatically serve the whole range of mobile formats including native.

TabMo’s technology, Hawk, is a next-generation programmatic mobile DSP for agencies and advertisers. It is the first to manage the complete purchasing process and the real-time broadcasting of mobile advertising campaigns. It also emphasises the creative side of the digital advertising model to help advertisers engage with their audiences via mobile and deliver high returns on investment.

Chris Childs, Managing Director at TabMo UK, said, “As well as a thorough knowledge of the mobile advertising landscape, Sophie brings the right blend of creativity and programmatic knowledge to complement TabMo’s offering. She has strong agency contacts and a consultative approach that has endeared her to the clients with whom she works.”

Since 2014, TabMo has built and developed its own DSP stack specifically for mobile advertising. TabMo’s technology enables advertisers to reach worldwide mobile audiences at scale, and with a variety of custom targeting options and creative formats. TabMo has also developed automated creative modules enabling users to be autonomous on the platform for the whole set-up process and adapt their existing creative assets to mobile first formats.

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TechBytes with David Johnson, Director, Product Marketing, Oracle

Interview with Richard Thornton, COO and Deputy CEO, Cint

comScore Names Michelle McKenna-Doyle to Board of Directors, Appoints Gregory Fink as CFO

Criteo Elevates Mollie Spilman To Chief Operating Officer

Fortune Magazine and Great Place to Work Name Panopto One of 2017’s Top 10 Small Workplaces

Jill Ward Joins Board of Directors, HubSpot

Reimagining Premium Inventory in Mobile

MOBOLIZE for Roaming Gives Operators Complete Control of Subscriber Data Usage on Mobile Devices

Epicor Announces Epicor Commerce Connect for Eclipse

Frankly Announces Senior Leadership Additions

district m Launches mypixel, A Self-Serve Programmatic Advertising Platform For SMBs

TechBytes with Rich Meiklejohn, General Manager, Asia Pacific, Hootsuite

Survey: Consumers Value Mobile Holiday Campaigns, Yet Digital Marketers Are Missing Opportunities

New Study Reveals Brands Fail to Use Customer Data to Deliver Personalized Digital Experiences

Separating The Fake From The Factual – Why AI Is Revolutionizing Marketing?

NetEnt & Ve To Offer Big Data Marketing Buying Services To Global iGaming Sector

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