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What Moved the Needle? Conversion Tracking Across Facebook and Google Analytics

With data-driven advertising comes great responsibility – and the headache of how to accurately pinpoint what contributed to each conversion online. Facebook undoubtedly has the most comprehensive tracking in the industry, as it can track actual users as opposed to browser cookies. Yet, many advertisers double-check and compare Facebook campaign data with third-party metrics, most commonly Google Analytics. The information is readily available, yet complications arise when advertisers attempt to aggregate and compare…

TechBytes with Preethy Vaidyanathan, Chief Product Officer at Tapad

We recently covered the partnership between Tapad and Sojern, which helps the travel industry understand traveler decisions across multiple devices. Sojern’s 350 million global traveler profiles and billions of predictive purchase intent signals, when coupled with the Tapad Device Graph™, enable travel industry clients to derive precise and actionable insights. We caught up with Preethy Vaidyanathan, Chief Product Officer at Tapad, to tell us more about the Tapad Device Graph™ and their analytics for traditional and…

The New C-Suite: The Rise of the CCO

Ten years ago, with the advance of marketing technology, the role of the Chief Marketing Officer (CMO) fundamentally changed. As marketing shifted from a cost center to a revenue generator, the C-suite increasingly turned to the CMO for detailed data about marketing’s impact on the bottom line. Now, a new C-suite imperative has emerged, and the focus is squarely on the customer. One of the primary impacts of modern marketing is a heightened expectation of a personal and relevant customer experience. More often, today’s…

Janrain Taps Industry Veteran Alan Elliot VP of Worldwide Sales and Alliances

Alan Elliot is an Industry Leader in Identity Management, Cybersecurity, and Network Infrastructure who would Lead Global Expansion for Janrain into CIAM Market Janrain, the leader in Customer Identity and Access Management (CIAM) has announced the hiring of Alan Elliot as the company's vice president of worldwide sales and alliances. Elliot brings more than 25 years of senior-level experience selling identity management, marketing technology, and most significantly cybersecurity enterprises to Fortune 1,000 companies, an…

Influenster App Launches Short-Form Video Reviews Feature

Influenster now allows its users to record a video when they tap on "add media" on any product page in the app Influenster, a leading product discovery and reviews platform, announced the addition of a video reviews feature that allows users to upload short-form product reviews on the app. With this update, users can add depth, context, and storytelling in addition to their text-based reviews and photo uploads. Videos Under-60 seconds Add More Value to Product Reviews Users can now record a video when they tap on…

Invoca Introduces Signal AI to Unlock New Insights from Offline Voice Conversations

Invoca, the call intelligence company, today unveiled Invoca Signal AI, adding the power and scale of machine learning to the Invoca Voice Marketing Cloud. With Signal AI, marketers can uncover previously inaccessible insights from billions of phone conversations with customers. Signal AI analyzes the entire context of the conversation for language patterns, in real time, and identifies customer intent and behavior, as well as the outcome of the call. This gives marketers the ability to analyze offline phone conversations…

Placecast Partners With Sprint’s Pinsight Media to Launch the First Independent Location Verification Product for Advertisers

New Location Verification Solution From Placecast Leverages Carrier Data To Verify The Accuracy Of Mobile Marketing Efforts For Advertisers And Media Buyers, Eliminating Wasteful Spend Placecast, a leading location-based mobile data management platform, has announced the launch of Location Verification. The new solution is an independent ad verification product that validates location accuracy of geo-targeted mobile ad campaigns. The Location Verification product has already been deployed by media technology companies…

Analytics TechBytes with Jason Rose, SVP Marketing at Gigya

Gigya, the leading customer identity management platform, had introduced Lite Registration, a new capability in its Customer Identity Management platform which leverages the universal consumer identifier — the email address — to help brands connect with customers earlier in the buyer journey. We spoke to Jason Rose, SVP Marketing at Gigya to understand how the company distinguishes between different data points and the possible impact of GDPR and regulatory policies on marketers providing hyper-personalized customer…

WHOSAY Launches Platform That Matches Brands to Influencers

Marketers Can Produce Custom Reports Using WHOSAY’s Match Platform To Uncover Talent Who Have Fans That Also Like Certain Brands WHOSAY, a leading company in the fast growing Influence marketing space,  launched its newly designed WHOSAY Match platform to provide agency and brand clients with a free web and mobile application that helps them connect their campaign objectives to the best talent at every level of influence. Recommended Read: Influencer Marketing & Your Customer Journey WHOSAY Match has already…

The Line Between Etailers and Retailers is Blurrier than Ever

Both virtual and physical retailers are adopting an omni-channel approach by merging offline, online, and mobile capabilities—all with the aim of creating a seamless experience for shoppers. The past two years have seen their fair share of hype about the line between online retailing and brick-and-mortar selling becoming increasingly blurred. And this trend isn’t over yet. In fact, the line just gets blurrier. When Etail goes Retail While it’s true that Etailers worldwide are a fast-growing breed, they feel an…

“User retention is the new user acquisition and in-app marketing plays a key role in driving retention”

"Marketers are often not given enough control over the company’s mobile app."On Marketing Technology MTS: Tell us a little bit about your role at Insert and how you got here? I’ve run Insert’s marketing team since we were in stealth mode. Before Insert, I led the marketing and sales operations for Clicktale, a web analytics company. I was also the co-leader of the Tel Aviv Marketo User Group. With my background in marketing automation and optimization, it’s a thrill to work for Insert, where we truly disrupt the mobile…

Interview with Jason Hemingway, Chief Marketing Officer at Thunderhead

"Audiences for both B2C and B2B brands are bored of being marketed at."On Marketing Technology MTS: Tell us a little bit about your role at Thunderhead and how you got here. I lead the marketing team at Thunderhead. I oversee the many disciplines of marketing, and love the freedom and autonomy of working in the fast-paced Brit tech environment – no two days are the same. Marketing evolves rapidly as an industry and technology has a large role to play in the changing landscape. If we trace it back, I studied…

Interview with James McDermott, CEO and Co-Founder at Lytics

"Today’s best tech companies have realized that customers want you to lead the way with innovation."On Marketing Technology MTS: Tell us a bit about your role at Lytics and how you got here (what inspired you to co-found a martech company). Lytics helps brands orchestrate meaningful, one-to-one interactions with people. Our vision is to make customer data the central nervous system for the world’s most successful companies. Companies such as Atlassian use our customer data platform (CDP) to communicate with each…

Interview with Penny Wilson, Chief Marketing Officer at Hootsuite

"Social media management technologies need to keep pace with the increasing adoption of social across job functions."On Marketing Technology MTS: Tell us a little bit about your role at Hootsuite and how you got here. I’m the chief marketing officer at Hootsuite, where I focus on improving the customer journey and experience across the entire organization. I began my career in the financial services industry, working in IT at Merrill Lynch and transitioned into marketing enterprise software. I served as the CMO at…

Interview with Raviv Turner & Nic Zangre, CEO & VP Sales & Marketing Technology at CaliberMind

"AI is going to automate most technical tasks performed by marketing and sales but the business logic will always remain human."On Predictive Marketing Technology MTS: Tell us a little bit about your role at CaliberMind and how you got here. Raviv: I’m the Co-Founder & CEO of CaliberMind. Our customers such as Citrix, Gusto, Datavail and others use us to integrate, measure and optimize the entire B2B customer journey. Think of us as the system of buyer intelligence that sits between your CRM & systems of…

Interview with Udayan Bose, Founder & CEO, NetElixir Inc

"Never lose sight of the BIG PURPOSE and stay true to your CORE VALUES."On Search Engine Marketing Technology MTS: Tell us a little bit about your role at NetElixir and how you got here. (What inspired you to start NetElixir).   I founded NetElixir with the sole purpose of helping businesses succeed online. In my previous role at PartyGaming I had experienced, first-hand, the challenges behind running and scaling a consistently profitable search marketing program. The balance of strategic management and clinical…

PlaceIQ’s LandMark Powers Location-Based Insight Innovation for Clients

LandMark empowers industry leaders with premier location data providing accurate insights into the Consumer Journey PlaceIQ, the company building a new model of consumer behavior with location data and insights, announced the first series of successful client engagements as well as the wide release for its LandMark data offering. Industry leaders across retail, automotive, consulting, e-commerce, dining, hospitality, and financial services have selected LandMark to access PlaceIQ's premier audience, behavior and…

Interview with Jennifer Shambroom, Chief Marketing Officer at YouAppi

"We can only improve campaign performance when we understand which customers converted based on which data points, and that means having access to the relevant marketing data."On Mobile Ad Technology MTS: Tell us a little bit about your role at YouAppi and how you got here. As the Chief Marketing Officer at mobile growth solution YouAppi, I lead global marketing offices worldwide. I own the marketing strategy including branding, messaging and positioning, lead generation, product marketing, events, public relations,…

Interview with Anthony Botibol – Group Marketing Director at BlueVenn

"A CDP becomes necessary when your data sources start to become too fragmented and you are struggling to maintain data quality and campaign effectiveness."On Marketing Technology MTS: Tell us a little bit about your role at BlueVenn and how you got here. My own journey to CMO is a 14 year journey starting from the ground up initially as the ‘Assistant to the Marketing Manager’ at a small startup in Bristol, UK. Over the initial 5 years in the world of ‘execution’. I joined as Marketing Director of BlueVenn in…

Interview with Chris Sheen, CMO – SaleCycle

"One of the biggest trends that I see is an increasing focus on improving the customer experience online, and ensuring that campaigns (however smart they might be) don’t harm that."On Marketing Technology MTS: Tell us a little bit about your role at SaleCycle and how you got here. I guess I’ve gone down a less conventional route than many marketers – starting in sales and then partnerships, before finally landing here at SaleCycle around 5 years ago. Whilst I’ve always worked in the marketing technology industry,…