New Research from Location Data Pioneer Blis Identifies the New Consumer Path to Purchase; Highlights the Transformation of the Path to Purchase from Linear to Web Based on Location Data Just five years ago, the majority of shoppers placed TV ads as the primary source of knowledge for new product discovery, closely followed by friends and family. Now, Digital e-commerce is a tricky place. The consumer path in the buying cycle has grown wider and more complex with time. Location data is a very powerful tool for marketers to…

MullenLowe Mediahub is First Agency to Utilize Breakthrough OTT Targeting for Its Clients Tremor Video DSP, the leading programmatic video platform, and Cuebiq, a leading location intelligence, and measurement company, has announced their exclusive partnership to deliver the industry’s first geo-behavioral targeting solution on over-the-top (OTT) devices. As part of a preferred partnership, MullenLowe Mediahub will be the first agency to execute this innovative audience hyper-targeting for its clients. Recommended…

"The true value of social media for CMOs is not about engagement and automation, but about the level and types of insights that you’re extracting from social media data." Tell us about your role and how you got here. What’s the most exciting part about Crimson Hexagon’s workplace? Before I came to Crimson Hexagon, I was CMO at Attivio, a cognitive search and insight platform, which also uses natural language processing and AI to help companies make sense of unstructured text. For me, the most exciting part of Crimson’s…

Marketers have been leveraging technology for years. But the growing number of adtech and martech solutions available to CMOs has created new demands on budgets, staffing, training, and time. Weighing which new innovations to add to existing marketing technology stacks means identifying those that will drive the best results for the business. To navigate the ever-evolving and expanding technology ecosystem, CMOs should harness these six principles: Understand The Differences between Adtech And Martech While adtech and…

Lockwood Broadcast Group Will Now Use comScore's Massive and Passive Television Currency for More Stable, Accurate and Representative Audience Viewership Insights for Its Wichita ABC Affiliate comScore announced a long-term agreement with Lockwood Broadcast Group, granting the company access to comScore's massive and passive television measurement services for its KAKE station in Wichita, KS. Lockwood Broadcast Group will use comScore as its exclusive sales currency in this market, leveraging comScore's highly stable…

Azuqua Unveils First of Many App Connectors That Enable Teams to Automate and Streamline Exceptional Digital Experiences Between Adobe Solutions and SaaS Applications Azuqua, a leader in cloud-based business automation, has announced the availability of new Azuqua connectors for Adobe Experience Cloud. The latest announcement from Adobe Summit would empower business users to create powerful integrations and workflow automation between Adobe and their other business-critical SaaS tools. Read More: Salesforce Einstein…

Partnership Yields Increased Match and Connectivity Rate Through Tapad Graph Tapad, the company reinventing personalization for the modern marketer, announced the impactful results of its strategic partnership with Flashtalking, the leading global independent platform for ad delivery, unification and insights. Flashtalking is one of Tapad's most engaged partners, using the Tapad Graph to unify cross-device engagement and identity-driven consumer behaviors for attribution modeling. The company leverages a unique identifier…

Mark Connon, Former AOL SVP, Will Join ViralGains to Help Change the Future of Advertising ViralGains, the industry's only digital video advertising journey platform, announced the appointment of Mark Connon to its Board of Directors. Connon, who has long been regarded as one of the brightest minds in marketing and advertising, will be a key voice as ViralGains positions itself to take the next step in its mission to better predict and drive business outcomes through video advertising using deep consumer insights.…

comSscore's Massive and Passive Television Measurement Services Now Report from Nearly One in Every Four U.S. Tv Households, More Than a 40 Percent Increase comScore announced that it has grown its massive and passive television measurement footprint by more than 40 percent to include more than 69 million televisions in more than 31 million U.S. homes. With the expanded footprint, comScore is now measuring one in every two TV households in 52 of the 210 local U.S. television markets including Los Angeles (#2) and…

Innovative Research Portal and Smart Search Technology Significantly Reduce the Time Spent on Data Analysis and Insights Generation Simmons Research, the leading source of essential consumer intelligence, announced the launch of Simmons Insights, a syndicated research portal providing clients with faster access to actionable consumer insights. Powered by Simmons Smart Search, the most comprehensive consumer intelligence search engine, the new platform allows marketers to mine through hundreds of thousands of consumer…

"Being able to analyze every customer interaction, profile the customer’s behavioral tendencies, predict their future consumer activity, recommend a line of action and doing all that automatically in real-time is a good example of how enterprises can benefit from artificial intelligence."Tell us a little bit about your role at VoiceSense. What lead you to found a speech analytics firm? Prior to founding VoiceSense, I spent many years working in the defense and intelligence industries. During this time, I gained extensive…

Consumers in Asia-Pacific are avid video watchers. On average, they’re spending some 100 minutes a day consuming online video content, which is, in turn, propelling forward the industry to reach US$35 billion by 2021. Advertisers, however, have been restrained, even treating it like a sideshow. At present, video investments are relatively conservative and mostly limited to YouTube. This ignores the potential of social media and OTT or streaming videos, both of which present significant opportunities to brands. To be…

"Having data-heavy insight is going to be the key to navigating the digital landscape in 2018 and beyond."Tell us what inspired you to come up with Qutee? The Web 2.0 revolution has failed to bring the digital democracy it promised. Billions of comments are posted across social media, discussion forums and comments sections each day, but they disappear from a user’s view within hours or minutes. This means huge amounts of valuable information are never explored for deeper insight. As a result, content creators,…

"Artificial Intelligence with the ability to better predict what the customer wants and needs by studying, tracking and analyzing previous interactions and behaviors will truly help set the course for marketing automation moving forward."Tell us about your role at DeviceBits and how you got here?  With a career that began in enterprise software and telecommunications, I started in research and development of 3G and 4G wireless networks at Bell Labs, and I moved my career to the executive ranks of both private and publicly…

It is that time of year again.  As we close out 2017 and look towards the new year, what trends will emerge and take center stage in 2018?  Here are my top 8 for ’18. Direct Mail & OOH (Out of Home) Get Reinvented What is old is new again thanks to digital signals and the growing popularity of identity graphs, that can link devices and signals to individuals and/or households. New and existing providers are breathing new life into these channels with innovative solutions that allow marketers to retarget consumers off a…

Retail marketing is an extraordinarily intricate combination of art and science. Building a brand requires a powerful vision that connects with as large a portion of a highly diverse customer base as possible. Yet, driving revenue means understanding that very diversity on a very personal level, while also extrapolating predictable trends and insights around consumer behaviors, desires, and objections. Walking this complex balance has been made more difficult for physical retailers by the emergence of ecommerce. Not…

Real-time Intent Represents Major Step Forward in Empowering Organizations to Deliver Meaningful, Effective One-to-One Customer Communications Swrve, the leading Customer Interaction Platform, announced the general availability of its Intent Engine, delivering comprehensive, real-time, behavioral insight relating to every customer or prospect, and supporting more effective communications as a result. With the Intent Engine, Swrve customers can read and target consumer intent and propensity, meaning the interactions these…

Jessica Hawthorne-Castro CEO and Chairman, Hawthorne "Although engagement can be measured across screens and devices, there are still limitations on the transactional conversion to a sale." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to join a marketing analytics company? I started my career on the client side as an agent for the talent agency William Morris Endeavor, and when I made the transition over to Hawthorne, I very quickly saw the huge opportunity in…

"Consumers find ads interruptive and even associate online advertising with fake news. However,81 percent of US consumers feel that advertising is OK when the content is useful and doesn’t interfere with their online experience." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to be a part of an integrated marketing company? My career with Rakuten Marketing began in 2012 when my display company, mediaFORGE, was acquired by Rakuten Marketing. Directly following the acquisition,…

Chris Morley President USA, Nielsen Earlier this year, leading global information and Measurement Company Nielsen had announced the launch of “Nielsen AI”, and “Connected System” for the FMCG industry. With Nielsen AI, marketers can move beyond customer segments, to gain actionable insights for granular audience targeting. We spoke to Chris Morley, President, US, Nielsen, to understand how Nielsen’s Connected System would help align technology and data for smoother collaboration across the business.MTS: What is the idea…