MarTech Interview with Alexander Igelsböck, CEO and Co-Founder at Adverity GmbH

MarTech Interview with Alexander Igelsböck, CEO & Co-Founder, Adverity GmbH

“The importance of human intelligence must also continue to be recognized if businesses want to seek a competitive advantage”

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Tell us about your role and journey into Technology. What inspired you to start at Adverity?

Adverity’s story began in 2015. Our three Co-Founders – Andreas Glänzer, Martin Brunthaler, and myself, had previously been working with e-commerce companies that spent a significant amount of money on advertising – but were using excel spreadsheets to make sense of data – which was shocking to us.

We knew this practice was insufficient — to make the best Marketing decisions, the Reporting and Analytical tools must be up to the job. We wanted to create a way for marketers to easily uncover patterns and insights into their data, and transform these findings into actionable insights.

What is Adverity and how does it fit into a modern marketing technology stack?

Adverity is a SaaS platform that equips brands and agencies with the data insights needed to make better Marketing decisions. Many advertisers are wasting spend due to fragmented insights and failing to see the true opportunities for growth. The average enterprise today uses 91 marketing cloud services, but by integrating all data into a single source of truth and leveraging Artificial Intelligence (AI), brands can uncover opportunities across the multiple systems at their disposal.

 Which businesses are the fastest to adopt AWS platforms? How does it impact digital campaigns across channels?

The adoption of AWS platforms, as well as cloud platforms and services offered by suppliers, has significantly increased over the past two years. What we’re seeing is businesses across verticals are adopting these technologies, and improving their campaigns across channels as a result.

Tell us more about your data-driven solutions? How can CMOs optimize their Digital Marketing and Advertising budget using your Products, Services, and Solutions?

An accurate 100% view of all activities is key for effective optimization. Marketers must see where their money is spent, how this is impacting the business and the relations and relevancy of this data. For this purpose, solutions such as ‘Datatap’ are the best integration technology on the market. Data is automatically analyzed on a constant basis while creating visuals and alerts for the user of relevant events.

CMOs can then optimize potential within and across Advertising channels, and be aware of suspicious data behaviors in relation to quality and quantity. Using products like ‘PreSense’ that proactively uncover and optimize opportunities by leveraging Machine Learning and advanced statistics are alerting marketers to anomalies in their data, which will help avoid wasted ad spend. As a result, the CMO has a 100% view of all activities with automated reporting and intelligence capabilities.

How can businesses maximize their ROI from investing in your platform for DCX?

With more feedback loops deployed by businesses and more datapoints collected than ever before, the integration of all forms of data is becoming a key success factor. As a result, thorough DCX actionable insights can be generated in near real-time, allowing advertisers to react quickly to consumer demands and optimize ROI in a way that wouldn’t be possible without such data.

Tell us about your recent entry into AWS Competency Program. How do you plan to extend the benefits to your customers?

The program is a seal of trust, to reassure and demonstrate to our customers that we’ve been successfully reviewed by AWS in regards to security, stability, and reliability. Existing customers benefit via a number of changes we have made to the platform during the program, and new customers also recognize and value the trust that AWS has with us.

Tell us about your technology integrations with other Technology platforms such as Website Analytics, Video, Contacts, Contracts, Email and Customer Service

Adverity is integration, as well as a Marketing Analytics partner, for a broad range of data sources and platforms where data should and needs to be leveraged. This covers analytics and storage, but the integration of such tools varies according to the capabilities of the provider or use cases.

Which Marketing and Sales Automation tools and technologies do you currently use?

Adverity as a company uses a variety of technologies, with HubSpot currently our main Marketing and Sales Automation Platform. Of course, our Reporting and Marketing Analytics is done via our own platform, which liberates data from their silos to ensure the data works together.

What are your predictions on the most impactful disruptions in AI and Machine Learning technology for 2019-2020?

I expect and hope that we as an industry will be able to eliminate many of the unnecessary manual steps currently used by some to uncover insights from data. Brands will be able to spend less time creating visualizations and reports, and more time focusing on what matters the most to their businesses.

What startups in the technology industry are you watching keenly right now?

Exciting new tools are emerging and developing all the time. My personal favorites at the moment are Snowflake,, and Uipath.

How do you prepare for an AI-centric world as a Business Leader?

Companies need to be clear about the value of AI and what the technologies can do for their business. There is no point leveraging AI just for the sake of it, its potential values must be clearly defined for the task at hand. The importance of Human Intelligence must also continue to be recognized if businesses want to seek a competitive advantage.

How do you inspire your people to work with technology?

I encourage people to be the best they can be, while always striving to improve. And technology can enable that.

One word that best describes how you work.


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

Like most people, my emails are essential. And I always have paper and pen handy.

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

Cut down, reflect, and focus on the priorities

What are you currently reading?

I love reading and continually finding out new things. I am currently reading a novel titled Never split the difference about a former FBI hostage negotiator. I also enjoy listening to podcasts while driving or traveling, as an alternative way to consume information.

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

I never share secrets.

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

‘Alex Igelsböck previously headed a startup incubator in Austria and prior to that was VP Product Management at VeriSign Inc. before co-founding Adverity in 2015.

He is an experienced Chief Executive Officer with a demonstrated history of working in the computer software industry and exceptional skills in Business Planning, E-commerce, Venture Capital, and Strategic Partnerships.’

adverity logo

Adverity is a SaaS platform that enables brands and agencies to make better marketing decisions by integrating all data into a single source of truth and leveraging artificial intelligence to uncover opportunities.

By leveraging the largest data source library on the market, you can automate your entire data integration process. Your data will be harmonised into a consistent structure, allowing you to easily analyse data from different platforms alongside each other. Stop jumping between platforms and start empowering your team to quickly generate meaningful insights.

This all-in-one platform is your perfect 360° marketing intelligence and analytics solution for more efficient reporting, better decision making and an improved marketing performance.

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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.

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