"Brand marketers pay a lot of money to drive unique visitors to their digital properties, only to see more than 95 percent of them go away and 5 percent or less register. Then of those 5 percent registered, less than 15 percent remain active." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to join a Customer Identity and Access Management (CIAM) company? I was on a hike with John Kim, managing partner at HighBar Partners, just before New Year’s 2015. John was very excited as…

Iconic Firms Place A High Value On Human Capital Investment, And Are Keen To Strike The Right Balance Between Human And Automated Customer Channels The MIT Technology Review has unveiled a report of its latest global survey on how AI and Customer Experience (CX) technologies are fueling iconic brands to take customer satisfaction to an all-new level without cutting down on investments in human capital. The report titled, “Getting to Iconic: How world-leading brands balance talent and technology for CX excellence” reveals…

Atul Kumar Chief Product Officer, Mintigo Modern businesses are increasingly relying on predictive analytics to become more proactive and forward-thinking to meet their goals. Instead of relying on hunches or assumptions, marketers now use the predictive intelligence models to identify the likelihood of future outcomes based on data science and historical data for optimizing marketing campaigns. We spoke to Atul Kumar, Chief Product Officer at Mintigo, to understand how predictive analytics models work.MTS: Tell us about…

Fall in the marketing world means more than just pumpkin-spiced lattes, it’s a hectic time full of industry conferences. All you road warriors know what I’m talking about… there are too many B2B marketing events, conferences, summits, and forums to keep straight. In the whirlwind of flights, happy hours and card-swapping, all those valuable in-person conversations can feel like they happened ages ago once you get back to the office. So how do the best marketers leverage the valuable connection of an in-person…

Demonstrates Cutting-edge Developments Across Oracle's Next-generation Cloud Platform, Including IaaS, PaaS, SaaS and DaaS Enhancements Thomas Kurian,  President of Product Development, Oracle, showcased game-changing new services and enhancements across the Oracle Cloud Platform. Providing customers a unique advantage, Oracle is the only cloud provider to deliver a complete cloud portfolio, spanning IaaS, PaaS, SaaS, and Data as a Service (DaaS). With deep product knowledge, integration, machine learning and…

"When data gets big, it often gets difficult to make sense of – that’s true in every industry but especially in advertising and marketing." On Marketing Technology MTS: Tell us a little bit about your role at Metamarkets and how you got here? The origins of Metamarkets stem from my early days as a data scientist, entrepreneur, and academic. I began my career as a software developer working on the Human Genome Project, later founded an early custom apparel company called CustomInk.com, and left to pursue a Ph.D. in…

"Today, most marketing metrics still focus on engagement metrics for engagement metrics’ sake. In comms, the focus tends to be vanity metrics like competitive share of voice." On Marketing Technology MTS: Tell us about your role at Cision and how you got here? (What inspired you to be a part of a media intelligence company?) I’m Cision’s Chief Marketing Officer, responsible for our global marketing strategy. My team is responsible for digital marketing, PR & communications, product marketing, web strategy, social…

"As tech capability grows, brands may view machine learning as the answer to — and reason for — industry issues such as poor transparency and fraud even though all media has had its share of challenges in this area since advertising began." On Marketing Technology MTS: Tell us about your role at The Exchange Lab and how you got here.? (What inspired you to be part of a programmatic AdTech company?) My media career has spanned client, agency, TV and digital, always seeming to move on, as consumers do, into new media…

Meltwater, a global leader in media intelligence, announced the acquisition of Algo, a real-time data analytics platform powered by the most advanced machine learning techniques available. The acquisition further strengthens Meltwater’s powerful media analytics and insights platform by bringing on Algo’s patented Velocity of Information engine, which surfaces rising trends from tens of millions of real-time data points. The acquisition also brings Algo’s team of award-winning information Natural Language Processing and…

"I believe we’re the last generation that will be looking for things, and the next generation will expect things to be recommended to them." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to start a technology innovation company?) Taboola is the first job I’ve ever had. I spent nearly seven years in the Israeli army and was living with my parents before I was discharged. As I was trying to relax, I couldn’t find anything to watch on TV one day and thought, “I should not be…

The New Bot-Builder Platform From Sprout Social Enables Brands To Create Customized Automated Conversational Workflows For Improved Customer Service On Facebook Marketers are seeking chatbots–in fact, 80% of high-level marketers plan to implement bots by 2020. Sprout Social has cateredto this need, launching Bot Builder for Facebook Messenger. The tool enables brands to create, preview and deploy custom chatbots in a matter of minutes, without extensive developer knowledge or external resources. There are currently…

Ad fraud is expected to cost brands over $16 billion this year. The industry is on edge, and brand safety is a top concern. This is especially true after Fortune 500 advertisers discovered their ads appearing next to inappropriate content on Google’s Youtube. The industry has been working on solutions to curb ad fraud and increase brand safety, and yet the problem grows each year. In 2017, ad fraud may grow by 30%. All this has made in-app inventory valuable real estate because it protects brands from ad fraud while…

Influencer Marketing is the Fastest-Growing Online Customer Acquisition Strategy Google Trends shows how Influencer marketing has steadily climbed the charts to displace print advertising. Sneaking close to video advertising, influencer marketing industry is on a trailblazer mode, bringing together the various cogs of the social media and branded content within the ‘sales’ flywheel. Influencers are ruling the roost for brands across online channels. Dwarfing the company’s owned social media campaigns, influencer…

In the State of Search Marketing survey, 74% of companies and 82% of agencies said that social media is either somewhat or highly integrated into their SEO strategies. In the past, this has meant the number of Facebook posts and Tweets but now, Snapchat could become a main platform for promoting your business locally. Snapchat has created its own responsive map called Snap Map which enables users to share what they are doing with their friends and people near them.  You can easily access the map by pinching your fingers…

We hear from Venture Capital investors, Jessica Nilsson and Wendy Xiao Schadeck of Northzone Investments, on why they are betting big on Influencers. Northzone has invested in over 120 companies, injecting some 200 years of collective operational and investment experience into businesses that truly make a difference. Notable investments include Spotify, Trustpilot, Avito, Lastminute, Pricerunner, Nextgentel, and Stepstone — and full disclosure, also an investor in Bloglovin’! Why did you just decide to read this blog…

Fetch, the mobile-first media agency, revealed the findings of its new YouGov research titled ‘The Instant Gratification Nation,’ which identifies that the United States is a speed-obsessed nation. As many as 41% of U.S. consumers admit to being more impatient today than they were five years ago, due to their overreliance on technology to complete everyday life activities. The research also found that when using mobile apps for services: Only 26% of US consumers are prepared to wait more than 30 minutes for takeout…

I love “best of” lists as much as anybody. It’s a great time to get a bit futuristic and think of the bests yet to come. And one of the most exciting things in the near future, I think, is the Internet of Things (IoT). The IoT itself can’t even be considered futuristic anymore. It’s here now. In fact, it’s become so big that this year’s Consumer Electronics Show (CES) in Las Vegas dedicated a whole track to it. In December, too, the Interactive Advertising Bureau (IAB) released a consumer study that showed that close to…

"I think that the change in user interactions is going to fundamentally change our way of interacting with one another."On Marketing Technology MTS: Tell us a bit about your role at Leadspace and how you got here. After holding the position of CMO at many companies, including Salesforce.com and Skype, I am now CEO at Leadspace - helping marketers be more effective, in contrast to being one myself! Having lived and breathed B2B Marketing for so long, and seeing how people actually use Sales and Marketing Automation,…

"If the CRM doesn’t provide an easy user experience that makes their job simpler, marketing folks just won’t use it."On Marketing Technology MTS: Tell us a little bit about your role and how you got here I helped found SugarCRM in 2004 with the goal of empowering companies around the world to transform their customer relationships and turn their customers into loyal fans. I was one of the original architects and developers of the Sugar platform, and focused on building out the product, company, partners, and community.…

"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…