TechBytes with Nicola Liverani, Senior Director, Partner Global at Mapp
Tell us about the data science engine driving Mapp’s latest offering to Marketing teams.
The Partner Program offering includes Mapp Intelligence and its data science capabilities. Mapp Intelligence is an AI-based solution for data insights and customer activation. The goal is that Mapp and its partners will grow together in the areas of customer intelligence, marketing analytics and cross-channel marketing.
What is the foundation of your global Partner Program? What is the criterion to join this partnership?
The foundation is our consulting and technological know-how. Our Partner Program has two levels: Sales Partners and Certified Partners, based on a partner’s capacity to generate and manage business. Sales Partners identify potential leads and provide Mapp with substantive sales assistance. Certified Partners take it a step further by also performing the implementation with the end customer and delivering ongoing support.
How much have Customer Intelligence technologies evolved in the last 6-12 months?
Customer intelligence continues to become more holistic and integrated. The real value of data and analytics lies in their ability to deliver insights. The best insights are actionable, as they can be used to take immediate action that will improve marketing activities and will inform their future path. Lack of insights equates to lack of engagement. Insights allow brands to really understand their customers and empowers them to create meaningful engagements. But this is only possible if marketing execution is triggered from real-time insights. As a result, the market is evolving from ‘cross-channel campaign management platforms with analytics’ to ‘insight-led customer engagement platforms’.
Tell us more about Mapp Empower, and it makes Marketing analytics effective in Customer insights and activation.
Mapp Empower is our email marketing platform designed for digital agencies and consulting firms. It removes barriers to portfolio growth and retains full ownership of their clients’ experience with our white-label solution. Marketing analytics make customer insights and activation effective if cross-channel engagement is based on insights – and if insights are based on data. This formula puts insights at the core of the technology, using data to generate actionable insights that trigger marketing engagements. Therefore, modern marketers are looking for marketing platforms that go beyond cross-channel marketing and analytics, but instead uses customer insights as a means to drive and improve engagement.
Mapp Cloud is one of the most productive DMPs for customer engagement. Tell us about the COVID-19 specific Personalized marketing activities that your customers testified to you as feedback.
Mapp Cloud is a scalable and modular marketing platform for digital marketers. Mapp Acquire is our data management platform that manages and enriches data centrally. With Mapp Acquire, marketers can target and convert their ideal customer online while enriching retention data and optimizing spends. Marketers can use their own first-party data to the fullest and fine-tune their advertising strategies. Due to COVID-19, personalized marketing activities are more important than ever. The priority is to expand eCommerce capabilities and get personalization right. Once the marketer has that in place, there are many tactics that will provide incremental improvements. The challenge, however, is how to choose the right tactics and become more effective. Marketers strive to gain the most uplift with the least amount of effort and, more importantly, without compromising the future growth of their business.
Thank you for answering all our questions!
Nicola Liverani is Senior Director, Partner Global at Mapp.
Nicola Liverani has many years of experience in business development, sales and project management and has an extensive international network. Most recently, Liverani was Country Manager at customer intelligence provider Webtrekk, which merged with Mapp in 2019. He was responsible for managing the Italian market. His other roles have been with, Nielsen, the measurement and data analysis provider, Nielsen and Red Sheriff, the market research company.
Marketers and data specialists should be able to focus on what will make a difference for their business, instead of spending all their time taming the technology behind it. With the insight-led customer engagement platform Mapp Cloud, they can focus on what really counts – and the exciting insights that come with it. Thanks to customer intelligence and marketing analytics, companies can easily and effectively gain data-driven customer insights across all channels in order to trigger highly personalized marketing activities.