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KRATEO.AI Innovative AI-Powered Marketing Solutions Revolutionize Customer Insights

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KRATEO.AI Anticipates Dynamic Shifts in 2024 Marketing Landscape

Redefining Marketing with Customer Information Gathered from Anonymous Web Traffic

KRATEO.AI, a leading technology company specializing in cutting-edge AI-driven solutions for marketing and sales professionals, is revolutionizing the way businesses understand and engage with their customers. KRATEO.AI recently introduced its game-changing suite of AI-driven capabilities, providing personalized information and analytics greatly surpassing traditional/legacy data analytics services. With its debut, the company is actively engaging with new investors, customers, and partners.

Traditional marketing platforms often inundate users with complex data and metrics that offer limited personal or actionable insights. KRATEO.AI is transforming marketing by utilizing its proprietary AI technology to identify anonymous site visitors (their contact information and other data) and convert them into brand-aware, first-party data prospects. By leveraging machine learning and AI, the platform learns and understands a buyer’s intent, studies behavior patterns, and delivers highly personalized insights to marketing teams.

This level of personalization offers marketing and sales leaders greater clarity in identifying potential customers, (previously unknown to marketing teams) and enables more insightful campaign development, ultimately resulting in a stronger return on investment (ROI).

Clay Sharman, Founder and Chief Creative Dude at KRATEO.AI, expressed, “KRATEO.AI is revolutionizing the marketing industry by providing powerful, effective, and ethical insights that empower businesses to create authentic and personalized connections with their customers. This represents a new era in marketing. Leveraging our AI platform, brands can identify their website visitors, develop campaigns that genuinely resonate with their customers, fostering better experiences and more valuable brand relationships.”

As KRATEO.AI enters the technology and AI-as-a-service marketplace (AI-AAS), the company benefits from strong investor support and an expanding customer base, giving it a significant competitive edge. KRATEO.AI’s investment team boasts a remarkable track record of closing more than $500 million in equity capital investments across various companies.

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Sharman added, “Our experienced investors and strategic backers provide KRATEO.AI with valuable support and resources. Their collective expertise not only accelerates the company’s market entry but also positions us to deliver immediate value and results to our customers. We are fortunate to have such experienced investors as our partners, along with a growing customer base. Their combined knowledge and strategic insights give us a substantial competitive edge in a fast-evolving market. We look forward to harnessing that expertise as we continue to drive innovation and empower brands.”

Kenetik, one of KRATEO.AI’s initial customers, highlighted how the company’s AI technology simplified their access to visitor data and facilitated data-driven decision-making. KRATEO.AI identified anonymous customers and provided their names and other detailed information, making them easily recognizable prospects.

Katherine Spaller, Kenetik Marketing Director, shared, “Using KRATEO.AI, we’re gaining valuable insights into who our customers are and uncovering previously unknown prospects. These insights will help us optimize our messaging across the customer journey, which we expect will lower customer acquisition costs and increase customer lifetime value. It’s been incredible collaborating with the KRATEO.AI team!”

“At KRATEO.AI, we are committed to applying the power of true AI to build authentic and personalized relationships for brands. We look forward to working with marketing and sales professionals, entrepreneurs, and businesses of all sizes, and connecting with website visitors on a more personal level,” Sharman concluded.

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Kochava Unveils the Future of AI-Powered Insights Tools to Unlock Your Strategy for Growth

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Business Wire
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Kochava Unveils the Future of AI-Powered Insights Tools to Unlock Your Strategy for Growth
Kochava Unveils the Future of AI-Powered Insights Tools to Unlock Your Strategy for Growth

Kochava AI Prompt powered by Generative AI takes data-driven insight discovery into marketers’ own hands through natural and native language processing

Kochava, the leading real-time data solutions company for omni-channel attribution and measurement, announced a powerful addition to its robust AI toolset. Kochava AI Prompt unleashes the power of AI to understand multiple languages through the use of natural language processing for global marketers to access and analyze their data.

“The roll-out of Kochava AI Prompt represents an industry necessity for all marketers, making data-driven insights more approachable than ever and opening up new possibilities for digital marketing”

Kochava AI Prompt is powered by a secure connection to leading AI models to return a SQL script to run against the data within Kochava. None of our customers’ first-party data leaves Kochava, nor is it used to train large language models (LLMs) or Kochava models. Marketers can engage with their data via AI knowing that their (and their users’) privacy and intellectual property are 100% secure.

“The intersection of AI and advertising technologies to create a truly powerful experience across international audiences and cultures is at a tipping point,” said Jason Hicks, GM, Marketers Operating System (m/OS) at Kochava. “For any company looking to reach customers on a global scale, understanding and implementing AI that can handle the nuances of native languages is key while also leveling the playing field through natural language processing so you no longer need to be a data scientist or understand SQL to utilize your data.”

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What Kochava AI Prompt Can Do for Marketers:

  • Have simple, secure conversations with their universe of first-party data in Kochava
  • Rapidly check key performance indicators and success metrics across campaigns
  • Get answers to complex data queries in just seconds without SQL
  • More easily curate customer segmentation lists for retargeting or suppression
  • And much more…

“The roll-out of Kochava AI Prompt represents an industry necessity for all marketers, making data-driven insights more approachable than ever and opening up new possibilities for digital marketing,” continued Hicks.

Kochava has been using machine learning and AI tooling across its diverse solutions suite, including its advanced attribution and fraud prevention products, for years. The company has also been adopting new technologies, such as leveraging LLMs to build new tools.

For example, Search Ads Maven powered by Kochava, a central data and intelligence hub to scale and optimize Apple Search Ads campaigns, features AI suggestions within its Keyword Analysis dashboard, enabling marketers to leverage Generative AI to find new keywords. AI can help marketers think outside the box to find those gems that standard sources aren’t turning up.

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Customer Journey Management SaaS Startup JourneyTrack Secures $1M Investment from Elevate Capital

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PRNewswire
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JourneyTrack has pioneered a customer-first, enterprise-grade SaaS experience management platform that prioritizes the customer experience.

JourneyTrack Founder and CEO Ania Rodriguez is a self-made Latina woman entrepreneur who turns heads and makes the seemingly impossible happen. With decades of experience, Ania and the JourneyTrack team are leading the way in journey management solutions. “Our mission is to humanize the customer experience,” says Ania Rodriguez.

“Elevate Capital is proud to be the lead investor with a $1M investment in JourneyTrack,” says Nitin Rai, Elevate Capital Founder and Managing Partner. “As a Diversity, Equity and Inclusion fund, Elevate Capital, based in Portland, Oregon, invests in US-based early-stage startups of diverse and underrepresented entrepreneurs–95% of our portfolio companies are led by diverse founders, including 75% in women. Being a former UX engineer, I understood the problem Ania and JourneyTrack were solving when I met her earlier this year. The business makes sense, but she was challenged to find a lead investor. This is where we shine as a fund. We stepped in to lead. Our investment in JourneyTrack will be our first investment in Miami, Florida. We expect to invest more in diverse founders in this growing entrepreneurial ecosystem in the future.”

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“Elevate Capital invests in early-stage startups of diverse and underrepresented entrepreneurs.”

As a UX/CX strategist and researcher, Rodriguez always aims for quality and impact in her work. She founded Key Lime Interactive, a user experience research and strategy consultancy that has achieved remarkable growth and recognition in the US market over the last 14 years. Through her experience serving Fortune 1000 clients, she realized the importance of having a tool that could support her vision of effectively managing customer journeys for enterprises. JourneyTrack is the platform that fulfills that need.

“VC funding for Latina-founded startups has historically been incredibly low, so I am deeply honored to have found investors like Elevate Capital who not only believe in the merits of JourneyTrack but are also truly committed to changing the challenging reality faced by minority female founders. As we look to the journey ahead, I am excited about the possibilities this newfound support will bring, particularly in accelerating our product roadmap and scaling the business,” says Rodriguez.

In addition to the investment from Elevate Capital, JourneyTrack also received a $500,000 investment through DeepWork Capital, an Orlando, Florida-based early-stage fund and investment manager that also invests in diverse founders through the Florida Opportunity Fund.

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EngageSmart Agrees to Be Acquired by Vista Equity Partners for $4.0 Billion

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Business Wire
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EngageSmart to Announce First Quarter 2023 Financial Results on May 4, 2023 | Business Wire

  • Shares of EngageSmart to be Acquired for $23.00 Per Share in Cash

  • Represents a 30% Premium to the 30-Day Unaffected Volume-Weighted Average Price (VWAP)

  • EngageSmart to Become Privately Held Company Upon Completion of the Transaction; General Atlantic to Retain Minority Ownership Position

EngageSmart, Inc., a leading provider of vertically tailored customer engagement software and integrated payments solutions, announced that it has entered into a definitive agreement to be acquired by an affiliate of Vista Equity Partners (“Vista”), a leading global investment firm focused exclusively on enterprise software, data and technology-enabled businesses, in an all-cash transaction valued at approximately $4.0 billion.

“We look forward to working with EngageSmart as they continue to innovate, scale and empower organizations to better serve their customers.”

Under the terms of the agreement, EngageSmart stockholders will receive $23.00 per share in cash upon completion of the proposed transaction. The purchase price represents a premium of approximately 23% to the unaffected closing price of EngageSmart’s common stock on October 4, 2023, and a premium of approximately 30% over the volume weighted average price (VWAP) of EngageSmart’s common stock for the 30 days ending October 4, 2023.1 Upon completion of the transaction, affiliates of Vista will hold approximately 65% and affiliates of General Atlantic, a leading global investor, will hold approximately 35% of the outstanding equity.

A special committee of EngageSmart’s Board of Directors comprised of independent directors (the “Special Committee”), advised by independent legal and financial advisors, was formed to conduct a deliberate and thoughtful process to evaluate this proposal and other potential value creation opportunities for EngageSmart.

“We have built an amazing business by putting our customers at the center of everything we do,” said Bob Bennett, EngageSmart CEO. “We continue to see attractive growth and customer retention in our vertically tailored SaaS solutions—a testament to the strength of our business model and our leading products. We believe the partnership with Vista and General Atlantic will enable us to continue investing in innovation and people to drive growth. We look forward to continuing to serve our customers and support our employees who are relentless in their pursuit of customer satisfaction.”

“EngageSmart is a demonstrated leader in delivering mission-critical solutions for modern businesses and simplifying customer and client engagement for over a hundred thousand organizations,” said Michael Fosnaugh, Co-Head of Vista’s Flagship Fund and Senior Managing Director. “We look forward to working with EngageSmart as they continue to innovate, scale and empower organizations to better serve their customers.”

“We have long admired EngageSmart’s vertical domain expertise in SaaS and its high-quality solutions across the SMB and Enterprise segments—proven by an established track record of growth and profitability,” said Jeff Wilson, Managing Director at Vista. “We are eager to build on EngageSmart’s momentum and look forward to working closely with the talented leadership team to provide even more powerful, innovative and seamless solutions for customers.”

“We are grateful to Bob and the entire EngageSmart team for their ongoing collaboration and trust. Since we first partnered together in 2019, EngageSmart has established itself as an industry leader by digitizing critical business processes and payments in the industry verticals they serve,” said Paul Stamas, Managing Director and Global Head of General Atlantic’s Financial Services sector. “We believe this transaction is compelling for stockholders, and we look forward to continued partnership with the EngageSmart team alongside Vista to build on the Company’s success to date.”

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Transaction Details

Transaction negotiations were led by the Special Committee and following its unanimous recommendation, the EngageSmart Board of Directors unanimously approved the merger agreement with Vista and agreed to recommend that EngageSmart stockholders vote to adopt the merger agreement.

EngageSmart has entered into support agreements with affiliates of General Atlantic and Summit Partners, owners of 52% and 14% of the fully diluted stock of the Company, respectively, under which they have agreed to vote all of their shares in favor of the transaction, subject to certain terms.

The transaction is expected to close in the first quarter of 2024, subject to customary closing conditions and receipt of customary regulatory approvals, as well as the affirmative vote of the holders of a majority of the outstanding shares of the Company’s common stock held by stockholders other than affiliates of General Atlantic and certain officers of the Company. Vista intends to finance the transaction with fully committed equity financing that is not subject to a financing condition. Upon completion of the transaction, EngageSmart will become a privately held company and EngageSmart common stock will no longer be listed on any public market.

The definitive agreement includes a 30-day “go-shop” period that will expire at 11:59 PM ET on November 22, 2023, which permits the Special Committee and its financial advisors to solicit and consider alternative acquisition proposals. There can be no assurance that this process will result in a superior proposal, and the company does not intend to disclose developments with respect to the “go-shop” process unless and until it determines such disclosure is appropriate or is otherwise required.

Third Quarter 2023 Earnings

EngageSmart’s third quarter 2023 earnings will be issued on November 2, 2023. In light of the proposed announced transaction, EngageSmart will not host an earnings conference call.

Advisors

Evercore is acting as financial advisor to the Special Committee, and Skadden, Arps, Slate, Meagher & Flom LLP is acting as legal counsel to the Special Committee.

Goldman Sachs & Co. LLC is acting as exclusive financial advisor to EngageSmart.

Paul, Weiss, Rifkind, Wharton & Garrison LLP is acting as legal counsel to General Atlantic.

Kirkland & Ellis LLP is acting as legal counsel to Vista Equity Partners.

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Centific and Prove Identity Partner to Revolutionize Fraud Protection & Improve Customer Experiences

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PRNewswire
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Integrating Advanced Identity Verification to Increase Digital Safety and Improve User Experiences

Centific, a global provider of AI and Data Services, and Prove Identity, the global leader in digital identity solutions, have partnered to bridge the gap between cybersecurity and fraud protection. This initiative will redefine the digital security landscape by offering a holistic solution for ensuring data privacy, identity verification, and digital fraud protection that protects businesses and their customers while also enhancing customer experiences.

This joint effort by Centific and Prove Identity aims to provide a one-stop-shop for businesses looking to enhance digital security while providing safe and seamless customer experiences. As a result of this partnership, organizations will be able to stay ahead of rapidly evolving fraud tactics and protect their customers from identity theft and cyberattacks.

“Centific’s partnership with the premier identity verification and authentication platform at Prove allows us to seamlessly integrate those insights into our offerings,” said Sanjay Bhakta, Centific’s VP and Head of Solutions. “This synergy enables us to combat fraud at an unprecedented scale, frequency, and efficiency—drastically reducing risks for both businesses and consumers.”

By leveraging insights from Prove Identity’s streamlined identity verification solutions, Centific is poised to deliver safer online buying experiences for consumers and advanced fraud protection services for businesses.

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“We are excited to partner with Centific to bring next-generation identity verification and authentication solutions to even more businesses,” said Scott Greenhut, Senior Vice President, Channel and Partnerships at Prove. “Together, we’re not only addressing common vulnerabilities and fortifying defenses against fraud—we’re also making customer experiences faster and easier.”

Centific’s unique security offering couples its partnership with premier identity verification and authentication platform Prove, its vast experience in digital fraud protection, and a proprietary blend of Generative AI to accelerate the insight-to-action timeline, allowing for rapid threat signal analysis.

The integration of Gen AI with advanced fraud protection services helps ensure that the platform is dynamic enough to adapt to new threats and evolving customer needs. The result is a series of AI-generated security rules and policies that overlay thorough fraud protection capabilities to Prove Identity’s already expansive digital identity solutions.

While this improved functionality will empower organizations across industries with greater cybersecurity, fraud protection, and identity verification, businesses in the retail and ecommerce spaces stand to experience the greatest improvements to their security posture.

Online marketplaces will be able to leverage the advanced threat intelligence analytics of Centific’s platform to achieve compliance with regulations like the INFORM Consumers Act, fortifying both business identities (KYC) and consumer identities (KYC) and addressing the multifaceted challenges that online marketplaces face today.

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FARO Releases Next Generation Cloud Platform, Sphere XG

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PRNewswire
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FARO-Releases-Next-Generation-Cloud-Platform_-Sphere-XG

Sphere XG expands 3D cloud processing, viewing and collaboration to a broad set of FARO and industry capture devices including stationary, mobile, and iPhone LiDAR scanners, and 360° cameras

FARO® Technologies, a leading provider of 3D measurement, imaging, and realization solutions, is excited to introduce FARO Sphere® XG: The Next-Generation Digital Reality Platform.

Sphere XG is a unified cloud platform that empowers construction, operations, and geospatial professionals to effortlessly view, measure, analyze and share all reality capture data over time within a single, cohesive environment, spanning cloud, mobile, and desktop. It’s designed to seamlessly integrate data from an extensive range of capture methods, including stationary scanning, mobile scanning, iPhone LiDAR scanning, and 360° photo capture over time. This latest iteration of the platform democratizes data access, fostering improved remote collaboration and more efficient decision-making processes among teams and stakeholders.

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“We are thrilled to introduce Sphere XG, a platform that will redefine the way professionals approach reality capture and analysis,” said Peter Lau, President & Chief Executive Officer for FARO. “With Sphere XG, we aim to empower our customers with the latest technology, enabling them to easily realize the benefits of 3D capture and virtual management all within a single cloud environment.”

Sphere XG offers unified data integration through cloud-based services, desktop applications, and mobile apps. This unique multi-modal platform enables users to easily combine 360° photos, 3D point clouds, and BIM models all in one platform. The platform accelerates time to consumption by seamlessly routing data to the cloud for automated processing, streamlining the entire process. Additionally, Sphere XG automatically integrates with its recently released Orbis mobile scanner providing a comprehensive visual overview of projects. The platform underscores FARO’s commitment to growing alongside its customers and their technology needs.

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Island Raises $100 Million In Series C Funding; Increases Valuation to $1.5 Billion

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Business Wire
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Island-Raises-_100-Million-In-Series-C-Funding;-Increases-Valuation-to-_1.5-Billion

Led by Prysm Capital and joined by Canapi Ventures and existing venture partners, new funding validates massive product-market fit, and accelerates market penetration and high revenue growth

Island, the pioneer and leader in the enterprise browser market, today announced that it has raised $100 million in its Series C financing round, which values Island at $1.5 billion. The round was led by Prysm Capital and joined by Canapi Ventures, as well as Island’s current funding partners Insight Partners, Stripes, Sequoia, Cyberstarts and Georgian. This latest funding round brings Island’s total outside investment to over $325 million.

“It is rare to see such rapid adoption of a security technology in the financial sector as we have seen with the Island Enterprise Browser”

This financing comes as Island is experiencing high growth, having clearly demonstrated extraordinary product-market fit and the go-to-market expertise and skills required for broad market penetration across industries and segments. To date, Island has sold over 2 million browsers to customers in all major verticals and segments, and has multiple customers ranking in the top 20 of the Fortune 100. The Island Enterprise Browser is solving some of the most pressing challenges customers face, including securing BYOD, work-from-anywhere patterns, and contractor access. Beyond security, Island is also helping customers boost workforce productivity and improve user experience, enabled by a mature and comprehensive solution set that spans all devices, operating systems, and application types.

Industry watchers have weighed in on the significance and growth potential of the rapidly emerging enterprise browser category. In a recent report on the emergence of enterprise browsers*, Gartner stated, “Enterprise browsers will evolve to become the core platform for almost all the day-to-day enterprise productivity and security software used by the workforce. Software will be delivered on demand via enterprise application marketplaces within the browser all integrated with centralized policy control and analytics.”

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“Island is a pioneer and clear leader in what has rapidly become one of the most exciting and high-growth product segments in cybersecurity and IT in years,” said Jay Park, Co-Founder & Managing Partner, Prysm Capital. “There is immense market potential across industries for innovating ways in which employees work securely and productively. Island has demonstrated both product superiority and success in establishing and expanding solutions for many of the largest companies in the world. We could not be more thrilled to be supporting their journey.”

“It is rare to see such rapid adoption of a security technology in the financial sector as we have seen with the Island Enterprise Browser,” said Neil Underwood, Co-founder and General Partner at Canapi Ventures. “This is really the holy grail for financial services and fintech, simultaneously delivering unprecedented security and compliance, as well as massive workforce productivity. No security product has ever nailed both of those priorities in the way the Island Enterprise Browser does. We can’t wait to dive in and drive financial sector growth with them.”

“We are honored that these amazing new investors, as well as our current investors, have the confidence to join and support us on the next phase of our company journey,” said Mike Fey, Island CEO and Co-founder. “This capital infusion will accelerate our ability to scale globally and continue to aggressively invest in R&D, customer success and geographic expansion to cover the major global buying centers. We are incredibly proud and humbled by our success to date, and look forward to driving growth together with our new partners.”

“Island’s performance is impressive in any market conditions, but especially considering the recent headwinds facing all companies, particularly those in the growth stage,” said Jeff Horing, Co-founder and Managing Director of Insight Partners. “We welcome Prysm and Canapi to the Island juggernaut, and look forward to continuing to build this important category and company together.”

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Socure Launches Industry’s Preeminent First-Party Fraud Solution and Consortium, Joined by Founding Members SoFi, Green Dot, Varo, Ingo, Dave and Public, amongst others

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PRNewswire
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Socure-Launches-Industry's-Preeminent-First-Party-Fraud-Solution-and-Consortium_-Joined-by-Founding-Members-SoFi_-Green-Dot_-Varo_-Ingo_-Dave-and-Public_-amongst-others

Identity Verification Leader Takes Consortium Approach with Strategic Partners to Eliminate Elusive First-Party Fraud and Help Save Financial Institutions and Merchants Billions

Socure, the leading provider of digital identity verification and fraud solutions, today introduced its first-party fraud solution, Sigma First-Party Fraud, powered by the concurrent launch of its First-Party Fraud Consortium (FPFC). The first-of-its-kind consortium is unifying companies to tackle the complicated, multi-industry issue of first-party fraud by pooling data and insights, which allow its partners to detect and prevent fraud before it takes hold.

Socure’s front-row seat to the majority of new fintech and financial services application volume and its tight strategic relationships spanning over 1,800 customers, including 4 of the top 5 financial institutions, 9 of the top 12 card issuers, nearly every major consumer fintech, the largest BNPL provider, the largest HR/payroll service, the largest online gaming operator, the largest delivery marketplace and 4 of the top 5 state governments, puts the company in a unique position to successfully deliver the consortium-based, first-party fraud solution that the market and its partners are demanding.

The consortium’s founding members include many of the nation’s largest digital banks and fintechs, including SoFi, Green Dot, Varo, Ingo, Dave and Public, amongst others, totaling over 50 million active accounts across the consortium at launch. Additionally, the consortium is actively working with many of the category defining players to provide insights into account activity – both positive and elevated risk – to quickly add more than 200 million additional active accounts to the network making it the largest of its kind in the industry.

First-party fraud is committed by individuals who use their own identity to perpetrate dishonest acts for financial gain. The use of their own identities—with accurate credentials—makes first-party fraud much harder to prevent than identity fraud associated with stolen, manipulated or fabricated synthetic identities. These fraudsters are succeeding to the tune of billions of dollars, with annual first-party fraud losses in the U.S. alone totaling more than $100 billion, according to Socure’s research.

Detecting and preventing first-party fraud requires rapid analysis of alternative data signals that aren’t tracked in traditional credit reports to discern patterns of fraudulent, deceitful behavior over time and across multiple platforms. In fraud prevention, large data networks are essential, and the industry must work together to solve this rapidly growing problem.

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“First-party fraud can be hard to spot and even seem accidental in many cases—which has invited fraudsters to take advantage of this confusion to the tune of billions of dollars each year,” said Johnny Ayers, founder and CEO of Socure. “With over 40% of fraudsters planning to commit first-party fraud again less than 60 days after their first fraudulent event—and generally facing zero repercussions from law enforcement—it’s no wonder we’ve seen overwhelming demand for the consortium solution like we are launching today. First-party fraud not only unnecessarily drives up costs of goods for the average consumer, but can also quickly escalate to involve money mules, many of which funnel money directly to larger criminal organizations. We designed the industry’s first holistic first-party fraud solution with many of our strategic partners to break down data silos and bring together top industry players to thwart repeat first-party fraud abusers in their tracks.”

On average, 45% of FPFC members have overlapping consumer bases, making collaborative data sharing all the more valuable to identify fraudulent behavioral patterns that may have otherwise been mistaken as legitimate if not for the identification of repeat first-party fraud abusers across providers. Socure’s first-party fraud solution analyzes data from the FPFC in addition to risk indicators derived from the company’s Socure Risk Insights Network—which sees feedback data from 1,800+ customers across the digital economy. Socure also draws on more than 400 databases of cross-industry ID data, totaling hundreds of millions of transactions across geographies and companies of all sizes to provide best-in-class identity matching across the Socure FPFC to stop fraud before it spreads.

“At SoFi, our core values are built on a foundation of safety and trust with integrity acting as the driving force behind all that we do,” said Aaron James Webster, Chief Risk Officer, Global Head of Operations, and Latin America at SoFi. “Our decision to join Socure in founding the FPFC underscores these commitments as we take a critical step toward bridging an industry-wide gap by uniting critical non-credit data from leading financial institutions. Ultimately, the impact of these efforts will extend beyond minimizing identity fraud – the initiative will also improve the consumer experience by reducing friction and accelerating the next wave of identity safety across the industry.”

By expanding industry-wide knowledge around how consumers behave across different financial ecosystems, the Socure FPFC will help financial institutions, merchants, investment platforms, gaming and sports betting, telcos and payment processors accurately identify first-party fraud risk at new account opening, time of transaction and during the dispute resolution process. In tandem with Socure’s Sigma First-Party Fraud solution, customers can convert more trustworthy customers, reduce charge-offs and chargeback losses, eliminate manual processes and friction, speed onboarding, reduce customer abandonment, and enhance identity verification accuracy and trust throughout customer ecosystems.

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Signifyd Deepens Its Partnership with Adobe by Integrating Guaranteed Fraud Protection into Payment Services for Adobe Commerce

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Ecommerce fraud protection & prevention services for companies

The expanded partnership extends seamless protection against all manner of chargebacks by integrating Signifyd with Payment Services for Adobe Commerce to power frictionless checkout, higher conversion and increased customer lifetime value

Signifyd is launching a new era of payment protection by integrating its Commerce Protection Platform with Payment Services for Adobe Commerce. In doing so, Signifyd becomes an integrated fraud protection provider for Payment Services for Adobe Commerce.

The expansion of this partnership builds a broader, more robust network that provides the deeper insight into transaction intelligence needed to protect merchants from fraudulent orders and attacks. Siloed data has long been a hurdle for the multitude of payments players looking to have full visibility into the identity and intent behind online transactions. Merchants no longer have to face the unenviable choice of adding friction and barriers to checkout or leaving themselves vulnerable to costly fraud attacks.

“The expanded partnership extends seamless protection against all manner of chargebacks by integrating Signifyd with Payment Services for Adobe Commerce to power frictionless checkout, higher conversion and increased customer lifetime value.”

Signifyd’s integration with Payment Services for Adobe Commerce is the latest acknowledgment that successful ecommerce leaders are embracing visionary innovation to optimize the payment layer from the beginning to the end of the digital buying journey.

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The technical integration has opened a vast new data network which empowers Signifyd’s AI-powered decision model to provide optimum performance for Adobe Commerce merchants. The system’s precision allows Signifyd to offer a financial guarantee covering all chargebacks on approved orders, whether disputes arise from traditional payment fraud or from consumer complaints, including that a package never arrived or that an order was never placed.

“Adobe Commerce is known for providing merchants with the solutions they need to offer their customers best-in-class online experiences,” said Will Wyatt, Signifyd vice president, global partnerships & channel sales. “As a fraud-protection provider, Signifyd extends those best-in-class experiences to checkout and the payment process, lifting conversion for merchants while increasing their revenue and maximizing customer lifetime value.”

“A key tenet of Payment Services for Adobe Commerce is to provide the highest level of transaction intelligence, reporting and security to our clients,” said Jason Knell, Adobe’s senior director, commerce services GTM & content partnerships. “As a leader in merchant transaction protection, Signifyd’s expansive network and ability to provide the highest level in payment decision accuracy made them a top choice for our payment protection offerings.”

Payment Services for Adobe Commerce merchants will now benefit from Signifyd’s insight into more than 600 million digital wallets1. That massive network means that when a shopper transacts on Signifyd’s Commerce Network, the fraud protection provider recognizes elements of the transaction 98% of the time. A Signifyd analysis found that those insights helped its top 600 customers realize a 5% to 9% increase in approved orders.

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Databricks Agrees to Acquire Arcion, the Leading Provider for Real-Time Enterprise Data Replication Technology

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PRNewswire
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Databricks Agrees to Acquire Arcion, the Leading Provider for Real-Time Enterprise Data Replication Technology

Arcion’s connectors will simplify and accelerate ingesting data from enterprise databases to the Databricks Lakehouse Platform

Databricks, the Data and AI company, announced it has agreed to acquire Arcion, a Databricks Ventures portfolio company that helps enterprises quickly and reliably replicate data across on-prem, cloud databases and data platforms. This will enable Databricks to provide native solutions to ingest data from various databases and SaaS applications into the Databricks Lakehouse Platform. The transaction is valued at over $100 million, inclusive of incentives.

Data Lakehouse Platforms have emerged as the de facto standard for enterprise data and AI platforms. However, these data platforms are only as valuable as the data in them. Ingesting data from existing databases and applications remains complicated, fragile, and costly. Troves of important data sit not only in transactional databases such as Oracle, MySQL, and Postgres, but also in SaaS applications such as Salesforce, SAP, and Workday. According to a recent MIT Technology Review Insights and Databricks survey of senior data and technology executives (“Laying the foundation for data- and AI-led growth”), businesses still suffer from many siloed systems; 34% have 10+ systems, and of the largest companies, more than 80% have 10+ systems to juggle.

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This acquisition will enable Databricks to natively provide a scalable, easy-to-use, and cost-effective solution to ingest data from various enterprise data sources. Building on a scalable change data capture (CDC) engine, Arcion offers connectors for over 20 enterprise databases and data warehouses. The integration will simplify ingesting such data either continuously or on-demand into the lakehouse, fully integrated with the enterprise security, governance, and compliance capabilities of the Databricks platform.

“To build analytical dashboards, data applications, and AI models, data needs to be replicated from the systems of record like CRM, ERP, and enterprise apps to the Lakehouse,” said Ali Ghodsi, Co-Founder and CEO at Databricks. “Arcion’s highly reliable and easy-to-use solution will enable our customers to make that data available almost instantly for faster and more informed decision-making. Arcion will be a great asset to Databricks, and we are excited to welcome the team and work with them to further develop solutions to help our customers accelerate their data and AI journeys.”

“Arcion’s real-time, large-scale CDC data pipeline technology extends Databricks’ market-leading ETL solution to include replication of operational data in real-time,” said Gary Hagmueller, CEO of Arcion. “Databricks has been a great partner and investor in Arcion, and we are very excited to join forces to help companies simplify and accelerate their data and AI business momentum.”

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Persona Introduces Industry-First Reusable Identity Solution with Dynamic Risk Signals

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Users can more securely store and reuse their PII, while businesses can more holistically evaluate risk with dynamic signals

Persona today launched a new addition to its suite of identity solutions, “Reusable Personas”. Leveraging Passkeys, the new release enables users to securely store their Personal Identity Information (PII) for reuse across any device or browser, without having to re-submit the same information. With Reusable Personas, businesses can also maintain and run additional step-up verifications based upon their existing checks, as well as silent usage-based signals stored on the Reusable Persona. Now, organizations can create a faster identity verification process for their customers — reducing onboarding time by up to 80% — while maintaining security, compliance standards, and mitigating risk.

“The concept of reusable identities has been around for a while. But to date, no reusable identity solution has succeeded in comprehensively addressing companies’ ever-evolving risk and compliance requirements with end users’ need for privacy and security,” said Rick Song, CEO, Persona. “With Reusable Personas, companies now have a flexible, dynamic solution that frees them from having to accept a decision made only with the information stored on a reusable identity. They can automate requests for additional checks or decrease friction, based on risk signals. In turn, end users can finally experience the full benefits of reusable identities — stronger privacy, security, and utility — with Reusable Personas.”

Reusable Personas is built on Passkeys, a passwordless authentication method based on W3C and FIDO standards that not only allow for authentication across devices (mobile web, desktop) and operating systems without the need to install anything, but are also easier to use and harder to compromise than passwords or one-time codes that can be forgotten or stolen. Once users opt in to create a Reusable Persona, the PII they enter will be securely stored via Passkey, which Persona cannot access without user consent. This data can then be reused across Persona’s growing network of customers, reducing friction for users while maintaining risk assurance for businesses.

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Features of Reusable Personas:

  • Universal compatibility: Can be used across integrations (i.e. web, mobile SDKs), operating systems (i.e. iOS, Windows), and browsers (i.e. Chromium, Safari)
  • Holistic risk evaluation: Gain a more holistic picture of user risk across the Persona network with proprietary usage-based risk signals. For example, businesses can leverage risk signals such as when a Reusable Persona was created, how many times it had been verified successfully, and whether it has been used on the device before.
  • Dynamic verification: Dynamically step-up friction based on a combination of usage and device-based risk signals. Any additional PII verified can be stored on the Reusable Persona.
  • Privacy-first approach: User data will not be shared with companies without explicit consent given each time.

With Reusable Personas, businesses can keep their IDV processes dynamic as their customers’ wants and needs shift over time. From supporting the day-to-day changes in a user’s identity (addresses, phones, devices, etc.) to providing longer term risk signals on how they use their Reusable Persona, Persona helps businesses provide the best consumer experiences, while mitigating regulatory risk and keeping ever-evolving fraudsters out.

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Enterprise Marketing Teams Finally Have a Single System of Record for Planning

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Enterprise Marketing Teams Finally Have a Single System of Record for Planning

Uptempo Launches Integrated Platform to Improve Marketing Visibility, Velocity and Agility

Uptempo, a leading provider of marketing planning software, introduced a new platform that helps enterprise marketing organizations plan better, spend smarter and execute with confidence. This new offering combines capabilities from Allocadia, BrandMaker, and Hive9 to create a unified marketing system of record for campaign planning, marketing financial management and work management. Uptempo replaces disconnected and error-prone spreadsheets, PowerPoints and other point solutions with one platform that gives marketers unprecedented visibility into their plans, budgets, projects and performance.

“Uptempo has been critical to our effort to transform our marketing budget management from a painful process into one that is defined and consistent, giving us the agility to quickly re-allocate investments as needed,” said Jaime Garza, Senior Manager of Marketing Operations at SolarWinds. “With Uptempo’s campaign planning capabilities, we can further layer in campaign performance metrics for a clear picture of return on ad spend, cost per lead and channel performance. This helps ensure that the marketing plan supports our company objectives and delivers a return on marketing spend.”

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Now more than ever, enterprise marketers need to clearly communicate their plans with stakeholders across the enterprise, measure their impact and pivot plans when necessary. Uptempo enables this with:

  • An activity planner that connects campaigns to strategies, projects, and budgets and keeps distributed marketing teams aligned around scheduled and in-market activities.
  • A flexible planning hierarchy that reflects the complexities of enterprise marketing efforts across multiple buyers, geographies, products and currencies.
  • Impact modeling that helps marketers visualize anticipated campaign performance to maximize sales impact and shift tactics to those that promise the greatest return.
  • Comprehensive reporting and analytics so marketers can measure campaigns, investments and projects quickly and easily.
  • Powerful workflow automation that reduces latency, manual effort and errors, accelerating time to market.
  • Seamless integration with financial, sales, martech, performance management, and business analytics solutions to eliminate the painful, time-consuming effort to compare data across platforms.

“Today’s announcement represents a big step forward in our mission to help marketing teams connect performance data to plans, measure outcomes, and be more agile in a fast-changing business environment,” said Mirko Holzer, CEO at Uptempo. “It is the result of a great collaborative effort between our product teams and customers, and this new platform will allow us to continue to innovate much more quickly.”

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Jumio Disrupts Identity Verification Market with Groundbreaking New Fraud Prevention Technology that Leverages Cross-enterprise Data

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Jumio Disrupts Identity Verification Market with Groundbreaking New Fraud Prevention Technology that Leverages Cross-enterprise Data

Jumio 360° Fraud Analytics uses AI-driven predictive analytics to detect fraud rings and other coordinated attacks

Jumio, the leading provider of automated, end-to-end identity verification, risk assessment and compliance solutions, unveiled at Money20/20 USA Jumio 360° Fraud Analytics, its new fraud-fighting technology that uses AI-driven predictive analytics to identify fraud patterns with more sophistication and accuracy than ever before.

According to Jumio’s analysis, 25% of fraud is interconnected — either perpetrated by fraud rings or by individuals using the same information or credentials to open new accounts on banking sites, ecommerce platforms, sharing economy sites and more. A single organized crime operation or fraud ring can cause damage into the hundreds of millions of dollars. And with rapidly evolving AI at their disposal, fraudsters are becoming more sophisticated than ever before, leaving businesses scrambling to stay ahead.

“Because explainability is a key requirement when using automation, we provide insights on why the identity transaction was rejected”

Jumio 360° Fraud Analytics tackles this problem with a whole new approach to stopping fraud. It looks beyond simple linkages, such as flagging someone because they are connected to a known fraudster. Instead, it looks at billions of data points across Jumio’s cross-industry network to identify patterns based on behavioral similarities and other indicators. Using graph database technology with a layer of machine learning, it groups identity transactions into clusters across the network and determines the fraud risk of each cluster. This provides a multi-dimensional view of each transaction and the cross-customer ecosystem as a whole.

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“Jumio revolutionized online identity verification when it pioneered the ID + selfie approach,” said Robert Prigge, Jumio CEO. “Today we are pushing the industry to evolve once again by harnessing the power of predictive analytics to identify fraud patterns across our vast network. This will allow us to identify and stop fraud rings and other coordinated attacks with more accuracy than ever before.”

Today, when a user goes through the ID verification process, Jumio performs a wide variety of advanced, AI-driven fraud checks. With the addition of Jumio 360° Fraud Analytics, the identity transaction will also be compared to the clusters and generate a predictive fraud score that can be used to automatically reject the transaction if it exceeds a certain threshold. Jumio’s initial studies show that this approach improves its existing, highly accurate fraud detection rate by at least 30% — without increasing the false rejection rate. Business users can audit the reasons behind the decision in the Jumio Portal or via APIs.

“Because explainability is a key requirement when using automation, we provide insights on why the identity transaction was rejected,” said Philipp Pointner, Jumio chief of digital identity. “We also provide a graphical representation of the high-level linkages we found, which makes it easy to see connections between people, documents, devices and more. The combination of sophisticated analytics and easily consumable insights makes this new technology a game-changer for fighting fraud.”

Key features include:

  • Graph database technology and machine learning classify identity transactions into clusters based on behavioral similarities, which is especially powerful for identifying fraud rings
  • AI-driven predictive analytics determine the likelihood of fraud risk for each identity transaction based on its cluster association
  • The predictive fraud score can be used to automatically reject identity transactions, stopping fraudsters from accessing your platform in real time
  • Dashboards provide transparency and help you visualize connected data

Jumio 360° Fraud Analytics is currently available in early release to select customers and will be generally available in early 2024.

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Ooma Acquires 2600Hz, Inc., A Leader in Communications Applications For Service Providers

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B2B and B2C Brands Struggle to Optimize Customer Value Despite Embracing Full-Funnel Marketing, According to LatentView Analytics Study with Forrester Consulting

Ooma VoIP Phone

Ooma, Inc., a smart communications platform for businesses and consumers, announced that it has acquired 2600Hz, Inc., a leader in modern and flexible business communications applications targeted at resellers and carriers, for approximately $33 million in cash, subject to customary purchase price adjustments. 2600Hz is expected to add approximately $7 million in annual recurring revenue to Ooma.

The transaction was completed on October 20, 2023. The purchase price was partially funded by a new $30 million revolving line of credit facility with Citizens Bank, N.A. Additionally, following the closing, certain former 2600Hz employees who join Ooma will be granted equity awards under Ooma’s 2015 Equity Incentive Plan, subject to vesting conditions.

2600Hz has a global customer base leveraging Kazoo, its open-source communications solution, and a suite of proprietary applications through open APIs to provide Unified Communications as a Service (UCaaS), Communications Platform as a Service (CPaaS), Call Center as a Service (CCaaS) and AI tools and applications. With the transaction, Ooma takes over the direction and development of 2600Hz’s technology road map and will complement the 2600Hz offerings with Ooma’s proprietary intellectual property to create more powerful, scalable and open communications solutions for the industry.

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As a proponent and user of 2600Hz open-source applications for more than ten years, Ooma has extensively integrated its intellectual property with 2600Hz. The acquisition advances Ooma’s integrated business service through the addition of Call Center, CPaaS and AI capabilities. It will also expand Ooma’s customer base to include service providers and resellers utilizing 2600Hz for their bespoke offerings. For 2600Hz, the acquisition will strengthen its solution by leveraging Ooma’s low-cost telecom infrastructure and scale, as well as its mobile, web, desktop and other applications.

“We’re delighted to welcome 2600Hz into the Ooma portfolio of business solutions,” said Eric Stang, chief executive officer of Ooma. “This acquisition is complementary to our strategy to extend our leadership in serving business customers, both directly and now through other service providers, and it is expected to accelerate overall growth of Ooma and the reach of our solutions. We are excited to bring Ooma’s unique engineering expertise to better serve 2600Hz’s customers worldwide.”

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iKOMG Unveils iKOQ: The Future of TV Interaction

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iKOMG, a groundbreaking media service partner for broadcasters and content owners, is excited to unveil iKOQ, an ingenious dynamic QR code solution that promises to redefine television interaction, QR coding practices, and the integration of viewer data like never before. This innovation marks a pivotal moment in the television industry, offering viewers a more immersive and personalized experience while opening up new avenues of revenue generation for TV channels.

In today’s ever-evolving media landscape, the rise of streaming services and shifting viewer behaviours have necessitated a transformation in the way television content is delivered. iKOMG understands that TV channels must stay ahead of the curve by delivering captivating and tailored content. iKOQ emerges as a trailblazing solution that empowers TV channels to engage their audience in unparalleled ways.

At the core of iKOQ is its ability to seamlessly integrate dynamic QR codes into TV broadcasts, creating a bridge between the content on the screen and viewers at home. With a simple scan, viewers can interact with content in real-time and make direct purchases from their screens. Whether it’s booking vacations, securing concert tickets, or exploring exclusive offers, iKOQ transforms the passive TV viewing experience into an interactive and dynamic journey.

David Treadway, Chairman of iKOMG, said: “We are delighted to introduce iKOQ. This innovative solution represents a significant development in the television industry, as it bridges the gap between content and audience like never before. iKOQ offers a win-win situation for both TV channels and viewers, creating a more engaging and personalized viewing experience while generating new revenue opportunities.”

iKOQ is poised to revolutionize the viewer experience across a multitude of TV genres. Travel and lifestyle channels can seamlessly integrate iKOQ with Triplan+, providing viewers with a seamless and streamlined experience for booking flights, accommodations, attractions, and daily trip plan with a simple scan. Music and sports channels can guide viewers to ticketing platforms and merchandise stores, enhancing their engagement, and fostering brand loyalty.

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Moreover, iKOQ is not just a technological leap forward; it’s a testament to iKOMG’s unwavering commitment to excellence and customer satisfaction. The iKOQ launch exemplifies the team’s dedication to empowering broadcasters and content owners with cost-effective solutions that deliver real-time value.

In the age of data-driven decisions, iKOQ doesn’t just stop at QR coding and interaction—it also offers invaluable insights into viewer behaviour and preferences. TV channels can leverage this data to fine-tune their content, advertising strategies, and engagement efforts, ensuring a more tailored and enjoyable experience for their audience.

In conclusion, iKOMG’s iKOQ is set to reshape the way viewers engage with television content, ushering in a new era of personalized, interactive, and data-rich TV experiences. By embracing this innovative technology, TV channels can not only enhance their audience’s viewing journey but also unlock new revenue streams, securing their position as trailblazers in the ever-evolving television industry.

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Jellyfish unveils innovative 3D DOOH for Deckers Brands’ UGG® in iconic New York City location

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MTS Staff Writer
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The pioneering execution across two iconic DOOH units in Times Square sees screens display 3D elements in tandem across a 15 second spot featuring the new Shasta Boot Tall

Leading digital marketing business Jellyfish today announces the rollout of an attention-grabbing 3D digital out-of-home (DOOH) campaign for the UGG® brand’s new winter lifestyle collection, to be displayed on the iconic Nasdaq and Midtown Financial LED billboards, owned by the vendor Branded Cities, in New York City’s Times Square. The Southern California-based global lifestyle brand is the first footwear brand to advertise on the new Midtown Financial board, Branded Cities confirms.

The ads debut on October 19th, with three 15-second video assets on display across the world-famous billboards. The screens will play simultaneously, showing off a new product in the UGGextreme™ range, The Shasta Boot Tall, while also forming part of a wider omni-channel campaign across social, online video, CTV and display to highlight this new collection.

Michelle Hernandez, Director, Omni Digital Marketing for the Fashion Lifestyle Group Brands at Deckers, explains: “We are delighted to partner with Jellyfish on a pioneering 3D billboard campaign in such an iconic location. We’re confident this work will generate awareness and reach for UGGextreme, which is our pinnacle collection of cold-weather boots and outerwear. This campaign and product is designed to deliver extreme protection and allow for bold self-expression, even during the coldest weather conditions.”

She continues: “The prominent location and high-impact format of the digital out-of-home units is matched by its interactivity – conveying the message of UGG’s freedom of movement, which enables you to maximize your winter (play)time with freedom and expression, no matter the weather.”

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Caroline Nichols, Account Director at Jellyfish, adds: “We are thrilled to be the lead company on this eye-catching digital out-of-home execution for UGG. There are so many possibilities to capture attention with digital out-of-home today and we are honored to help this partner and much-loved brand drive mass reach across such engaging placements, right in front of One Times Square. The units serve to showcase the freedom and style offered by UGG and we’re very excited that UGG is the first footwear brand to advertise on the Midtown Financial screen.”

Part of the Brandtech Group, Jellyfish helps brands such as Google, Netflix, Bissell, Uber and Deckers navigate, connect, and harness the platforms that drive growth and engagement. Launched in 2005, Jellyfish has become one of the industry’s most globally certified companies across Google Marketing Platform, Google Cloud, Salesforce, Amazon, and Meta. Employing almost 2,000 people across 38 offices globally, Jellyfish is proud to be at the forefront of the global digital economy. For more information, visit jellyfish.com.

 

Marketing Technology Highlights of The Week: Featuring LiveRamp, Sitecore, Invoca and more!

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MTS Staff Writer
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How should marketers make more use of Web3 concepts today? And how can AI powered customer insights help B2B marketing teams drive better campaigns? Find out more from this weekly highlight:

____________

Marketing Quote-of-the-Week!

Fundamentally, AI is beneficial and will play a large part in the advancement of adtech.  However, execution can conflict with business interests, consumer rights, and a host of other legal items.  It’s a fine needle to thread, and the businesses that get it right will win big, along with their end users.

–Kyle Mitnick, President at Mosaic Digital Systems

Top MarTech News of The Week: 16th October to 20th October 2023

MarTech QnA with the Expert

Read More!

Web 3.0 fundamentals are revolutionizing the game for brands and marketers in numerous ways. Blockchain technology promotes decentralization and brands and marketers must navigate audience engagement without the use of intermediaries, such as social media platforms. Without intermediaries, brands are empowered to interact with their audience directly.

–Christian Ferri, Co-Founder and CEO of Web3 Pro

MarTech Articles on ChatGPT, Intent Data, Content Creation and more!

Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 185: Sales Improvements That Can Help B2B Teams Boost Growth with Jason Fitzgerald, SVP, Solution Network at OneStream Software

Episode 184: Al and Its Influence on Marketing: with Adri Gil Miner, CMO of Iterable

Episode 183: B2B Technology Sales Dynamics with Jason Smith, Senior Sales Engineer at CallTrackingMetrics

How to Quantify Advertising’s Impact on Revenue

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Dmitri Lisitski
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“Half the money I spend on advertising is wasted,” lamented merchant John Wanamaker at the turn of the 20th century. “The trouble is I don’t know which half.” With the breakthrough of digital marketing, understanding how advertising influences your pipeline is much less of a challenge today than in Wanamaker’s day. You can trace the impact of an ad, after all. it’s possible to know if an online sale came from someone clicking on your Google ad, for instance. You can pinpoint the channel, the moment the sale occurred, and you can gain insights on the demographic and the content quality that will help you improve your marketing and sales engine going forward. This is amazing!

The trouble? It works best with simplistic, transactional sales—purchases with short sales cycles that have single decision-makers in the B2C space (think buying a birthday present). This is not how major purchases are made in B2B enterprise sales. The enterprise sales process is multi-touch, across many decision-makers, resulting in long, arduous, and complex sales cycles. So how can you best attribute the credit? Read on to learn how.

How Can You Know If Your Advertising Works?

Your advertising has likely always been a top of the funnel endeavor, but can it help drive sales success beyond the initial awareness to have real impact on revenue? There’s a lot of marketing science about why marketing works. You have variety of demand programs, marketing books that talk about positioning, and many resources that are available to help you drive revenue. But if you cannot say your ads (or any other marketing efforts) work better on people who have seen them than those who have not, it’s a waste.

Traditionally, there are three common attribution approaches to give credit for a sale:

  • The first touch. In this method of attribution, the channel that established the first touch brought you this customer and so gets credit for the deal.

Why it falls short: Perhaps a prospect engages with your marketing and then goes dark. You reengage the prospect five years later at a conference and make a sale. What happened five years prior is irrelevant to their decision to buy.

  • The last touch. In this method of attribution anything that happened along the way to promote a sale doesn’t matter, it’s only the conversion that closed the deal that matters.

Why it falls short: Perhaps a prospect engages your marketing and is ready to buy when the sales development representative (SDR) engages the prospect. The SDR is basically an order taker at this point but gets credit for the Sale as the last touch.

  • Multi-touch. This method leverages technologies like your CRM, marketing automation, and other software support to consider all the touches to determine attribution. While this is a much more nuanced approach that better reflects reality, it’s also tricky because you must determine how you weight different actions across the channels up front. Typically, earlier touches are weighted as less significant than later touches in the sales process.

Why it falls short: The weighting is typically a best guess based on individual judgement rather than hard data. It also does not consider the quality of individual touches, for instance the quality of the channel, content, or specific, unique engagements. All touches, simply put, are not equal and ascribing the weights to determine the proper allocation is a squishy science at best.

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How Can You Better Measure Your Marketing?

To measure the impact of advertising on revenue, we began analyzing the performance of our customers. We compared prospects influenced by advertising throughout the sales cycle with control groups that weren’t exposed to any advertising. If the conversion rates were the same between these groups, it would indicate that our advertising spend was ineffective.

Our study revealed something quite different, however. Look at the hard data of the sample 14 companies of different sizes and program length. The advertising-influenced group converted in 2.26x more pipeline than the uninfluenced group. In fact, there was a significant boost to revenue across the board for all client companies, proving out marketing’s value in the process.

Extreme Advertising Conversion Is a Full Court Press for the Revenue Generation Team

For sales driven organizations, traditionally advertising was in isolation from the sales process. We unfortunately, still see this a lot, and it is the main reason for low advertising performance. In the end, successful advertising is a paradigm shift. Instead of thinking about your advertising solely as a one-way top-of-funnel communication with the objective of awareness, think of it more as a conversation with your prospect throughout the sales cycle. As you continue your relationship there is an added depth of value creation as you and your prospect learn more about each other.

Intuitively, this is an obvious shift. In real life, these programs can be difficult to execute. But the more you align with your Sales team, share information, and communicate with each other, the better you will be able to scale your sales effort, augmenting it with digitization that results in improved advertising performance, accelerating and ramping revenue that will have your CEO, CFO—the whole CXO suite—your board, and investors cheering.

Marketing Technology News: A Cookie-Less World: The Future of PPC

Storyblok expert reveals latest CMS tips for holiday season

By
Marcus Paterson
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The countdown to Black Friday has begun. However, this year, it’s expected to look a little more “blue” than black as Australian consumers grapple with sky-high mortgage repayments and higher rents. In fact, experts forecast spending will minimise, posing quite the contrast to last year’s “Freedom Christmas” which saw consumer spending at record highs in the lead-up to the holiday season.

Looking for a great deal, many consumers have likely been readying their Christmas wishlists in recent weeks. They’re keeping an eye on whether the perfect TV, hair product, tool and toy will be practically given away. And oftentimes, they’re already adding their products to cart to get a headstart.

Research indicates that Australians have embraced online shopping, with more than five million households actively participating in this digital retail trend. In fact, the industry is worth over AU$47 billion dollars, up 8.9% from 2021. As the online retail market continues to thrive and evolve, the pressure is on for eCommerce retailers to get it right.

If online shopping carts freeze, a customer encounters a 404 error, or site visitors can’t find what they’re after, they will leave the store and put their money in someone else’s cart – a costly error. Storyblok research reveals that 60% of consumers regularly abandon purchases due to poor website user experience with businesses estimating it costs, on average, AU$108,000 in lost sales per year.

There are many things you can do to avoid being one of those retailers. Below, we compiled a checklist that you can go through to ensure your online store is nice – not naughty – in the eyes of shoppers this Black Friday, Cyber Monday and all the days leading up to the big day.

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10 ways to make your online store shine bright this Christmas

1. Keep it simple:

On average, a person makes 35,000 decisions every day. Instead of adding to the noise, make it simple for your visitors to choose the perfect item in your online store. If the page is too busy and customers become distracted or feel overwhelmed, they’ll leave and shop somewhere else.

2. Carefully select images:

Images play a huge role in promoting your products and creating an understanding of your website as a whole. Therefore, it can be tempting to go ‘image bonanza’ and bombard users with many beautiful photos. However, this can quickly backfire,  turning into an off-putting, cluttered store. Bonus tip: Make sure your images load quickly by using a CDN or an image editing program or service that can reduce the image size without compromising quality.

3. Grab customers’ attention without creating confusion:

Graphics and visuals are an effective way to communicate with your audience instantly. They make it easy to capture their attention, helping to guide users on their journey. However, it is not as simple as placing photos anywhere in an empty space. It’s important that graphics are placed in the right place to have the greatest effect.

If there are many flashy images and graphics, two different navigation menus and a pop-up side menu all vying for the user’s attention – what should customers click on first? Perhaps this sounds familiar because it is the same experience many people get when they open a streaming service – and it often ends with not being able to decide on what to watch.

4. Use the right CMS that masters omnichannel e-commerce:

Many online stores use multiple CMSs (content management systems) to manage website content and online stores. But it can quickly turn into an e-commerce version of Frankenstein’s monster if the different CMSs do not communicate, work against each other or affect website functionality and speed. All of this ultimately results in fewer sales for businesses, according to Storyblok’s latest report.

It also affects the website’s display speed and performance, and the consequence is a lack of responsiveness and visual stability, making it more difficult to use the websites and reducing the conversion rate.

5. Local beats global:

Regardless of whether your customers are from the same city as you or if they live on the other side of the world, you should make sure to adapt your online store’s content to meet certain geographical locations. In short, different audiences have different tastes. One-size-fits-all sites often have a hard time catering to a diverse customer base – a customer base that could potentially put good money into your store.

Remember that a solid localisation strategy doesn’t happen overnight. It should be part of your plan from the start to ensure your business is ready and able to reach new markets. This includes steps like conducting market research and choosing technology that is ready to scale.

6. Optimise for mobile devices:

An increasing number of people are using their smartphones and tablets to shop online, so it’s important to ensure that your website is mobile-friendly. This means that your site should be easy to navigate on smaller screens, and the checkout process should be streamlined for mobile users. A slow, clunky mobile experience can lead to frustrated customers and importantly, lost sales.

7. Provide excellent customer service:

During Black Friday and other high-volume sales days, good customer service can make all the difference in keeping customers happy and coming back. Make sure that you have a team in place to answer questions and resolve issues quickly and efficiently. This can help to build trust with your customers and increase their loyalty to your brand.

8. Offer deals and promotions:

Black Friday and Cyber Monday are all about deals and discounts, so consider offering special promotions to attract customers to your site. This can include free shipping, buy-one-get-one-free deals or discounts on certain products or categories. Just be sure to set clear terms and conditions for your promotions to avoid any confusion or disappointment.

9. Test your site’s performance:

With so many people shopping online during Black Friday and Cyber Monday, it’s important to ensure that your website can handle the increased traffic. Test your site’s performance in advance to identify and fix any issues that could slow down your site or cause it to crash. This can help to ensure that your customers have a smooth shopping experience and that you don’t miss out on any sales.

10. Follow-up with customers:

After the excitement of Black Friday and Cyber Monday is over, it’s important to follow up with your customers to thank them for their business and encourage them to return. This can include sending personalised emails or offering special promotions for repeat customers. By building relationships with your customers, you can create a loyal customer base that will continue to support your business in the future.

 

Marketing Technology News: A Cookie-Less World: The Future of PPC

About Storyblok

Storyblok, the content management system (CMS) category leader, empowers both developers and content teams to create better content experiences across any digital channel.

Storyblok enhances audience experiences with best-in-breed performance, security, optimized omnichannel storytelling, and robust personalization. Enable content teams to create and manage content intuitively and independently with drag and drop visual editing, custom collaboration workflows, and a world-class digital asset manager. Empower developers to build anything, integrate with everything, and publish everywhere with Storyblok’s headless CMS architecture.

Leading brands such as Adidas, T-Mobile, Renault, and Oatly use Storyblok to shape their digital storytelling.

See why Storyblok was named the #1 CMS by G2 at www.storyblok.com and follow Storyblok on LinkedIn and Twitter.

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