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AppsFlyer’s People-Based Attribution Provides New Insights Connecting the Consumer Journey Across Mobile and Beyond

People-Based Innovations Introduce New Cross-Device, Cross-Channel Intelligence and Dashboards to Measure and Connect Data Across Web, Apps and More AppsFlyer, the world leader in mobile attribution and marketing analytics, has expanded people-based attribution on its platform to provide one holistic view of the customer journey across multiple touchpoints, connected devices, digital platforms, and media channels. Leveraging insights at scale from 8.4 billion of the world’s connected devices, AppsFlyer’s advances in…

Alight Analytics Launches Industry-Leading Cross-Channel Attribution Solution

ChannelMix Keys, the Latest Addition to Alight's ChannelMix Platform, Helps Marketers Produce True Cross-Channel Attribution Alight Analytics, the industry leader in marketing analytics, is proud to announce the launch of ChannelMix Keys, the latest addition to its ChannelMix platform, to help marketers produce true cross-channel attribution. With ChannelMix Keys, marketers generate a single multi-character tag or “key” that can be attached to ad campaigns on Facebook, Google, Twitter, YouTube and other online and offline…

TVSquared Partners with TiVo for Deterministic Attribution

Partnership Adds Deterministic Data to the ADvantage Platform for the Most Sophisticated TV Attribution Available TVSquared, the worldwide leader in TV attribution, has partnered with TiVo to bring deterministic TV viewership data to its ADvantage platform. Incorporating TiVo’s television viewership data within the analytics platform allows TVSquared customers to tie TV-driven response and conversions directly to the household level. TVSquared ADvantage measures the immediate and longer-term impact of TV spots,…

Prediction Series 2019: Interview with Jennifer Toton, VP of Marketing, Rollworks

What is your vision of the Marketing Technology landscape for 2019? Marketing is constantly changing as the underlying technology for many key marketing functions is innovating and enabling new insights and achievements for global marketers. Although change does not happen overnight, we still expect to see massive shifts in Marketing Technology in 2019 on both the B2B and B2C sides. This is in part driven by the increasing need to target key companies, accounts and targets with buying power in efficient, effective and…

Hivewyre Now Offering Access to Placed Attribution

Hivewyre is now offering its clients the option of having their e-commerce campaigns measured in new and exciting ways: Placed Attribution. With this new partnership, clients can now gain insight into valuable in-store data including quantifiable metrics of those online shoppers who are exposed to digital ads, and how that translates to real world store visits, bringing with validation of their advertising dollars. Bridging the Digital and Physical Gap With Hivewyre’s unique focus on e-commerce clients, it is easy to…

MarTech Interview with Alison Durant, SVP of Corporate Marketing, LogMeIn

"From the outset, you need to be ready to enable sales to cross-sell and upsell new products, empower the marketing teams to deliver compelling content, and most importantly, be ready to create immediate value to the customer base." Tell us about your role and journey into technology. What made you join LogMeIn? I currently lead a team of talented and passionate marketing professionals at LogMeIn. I’ve been in the tech industry for more than 25 years leading marketing teams at both small and large organizations, and now I…

Prediction Series 2019: Interview with Nicholas Wootten, SVP of Marketing, Billups

Tell us more about your role at Billups and what the company is doing to transform the out-of-home experience through technology. I recently joined Billups as SVP of Marketing & Innovation. The out-of-home (OOH) industry is going through its largest transformation in technology and user adoption, so I was very excited to lead product adoption and growth for the largest, independent OOH technology and managed services company in the US The Billups Outdoor Advertising Platform (DSP) helps clients execute smarter OOH…

Equifax Outlook: Trends to Watch in Data-Driven Marketing

Provides 2019 Outlook for Data-Marketers Following AdExchanger's Industry Preview Event Equifax Data-driven Marketing (DDM), the marketing data, analytics and technology solutions capability of Equifax Inc.,released its initial list of "Trends to Watch in Data-driven Marketing" for 2019. Equifax DDM General Manager Mykolas Rambus provided the outlook coming out of AdExchanger's Industry Preview event in New York City to help business leaders shape their marketing approach and investment decisions. The Equifax DDM …

Cardinal Path Launches Marketing Analytics Buyer’s Guide 2019

9 Marketing Analytics Solutions with Proven Business Impact, Start at $20k Cardinal Path, a leading marketing analytics consulting firm, has released the Marketing Analytics Buyer’s Guide 2019, a shortlist of solutions that have delivered significant business value for Fortune 1000 clients. The carefully curated list of solutions arose from a need to address a growing uncertainty about which digital tools, techniques, and applications will best serve the business as optimized consumer journeys become the cornerstone of…

Cision Acquires TrendKite, Extending Its Leadership in Measurement & Attribution

Building on Its Vision of Earned Media Management, Cision Enhances Its Award-Winning Cision Communications Cloud with TrendKite's Advanced Measurement and AI Capabilities Cision announced it has acquired Digital PR platform provider TrendKite. Based in Austin, Texas, TrendKite harnesses artificial intelligence and analytics to help brands understand the effect communications programs have on corporate reputation, website traffic and business outcomes. TrendKite is led by CEO Erik Huddleston, an industry veteran with a…

Optimove Introduces Streams to Measure Impact of Marketing Campaign Series on Consumer Behavior

New Feature Allows Marketers to Take Experimentation to the Next Level by Comparing Results From Sequences of Customer Campaigns Optimove, the Science-First Relationship Marketing Hub, announced the launch of its new Streams feature, which empowers marketers to create easily comparable communication streams to determine which one is better for growing the business over the long term. Streams will be available to all Optimove customers — which include Unilever, Paul Stuart and Lucky Vitamin — beginning January 23rd.…

A Revolution in Marketing: Triggers and Wharton Prof Announce the Brand Connectome

Triggers, the growth strategy firm that has created more than $2 billion in revenue for iconic Fortune 100 brands, has teamed up with a Wharton Neuroscientist to announce a revolution in marketing. In an article published by Knowledge Wharton, Triggers founder Leslie Zane and Wharton Professor Michael Platt explain that they've discovered "the key to changing subconscious brand preference: the expansion of a brand's positive associations in customers' memories to the point that it becomes an automatic, involuntary…

Interview with Dawn Colossi, Chief Marketing Officer, FocusVision

"I use data to validate and prove what it is I’m trying to accomplish — people will argue against opinion, but it’s hard to argue against data." Tell us about your role and journey into technology. What made you join FocusVision? My move to technology happened at the very beginning of my career, basically by accident. Right out of college, I was working at McCall’s Magazine as an editorial assistant and, to be honest, was a bit bored. A colleague went on an interview at Ziff Davis, the biggest technology publisher at the…

Octane Marketing Launches New Ad Tech Product Vinfuel for Auto Dealers

Octane Marketing has released an all-new ad tech product called VinFuel aimed at bringing in market auto shoppers to automotive dealer's websites more often. The product uses proprietary technology to connect online auto shoppers with the inventory they desire directly on franchise and independent dealer websites. Founded in January of 2016, Octane Marketing provides fully integrated marketing strategies to auto dealers all over the country and has recently launched multiple products to compliment the marketing services…

Spiceworks Study Reveals Nearly 40 Percent of B2B Tech Brands Are Increasing Marketing Budgets in 2019

By 2020, 48 Percent of B2B Technology Companies Plan to Use Purchase-Intent Targeting to Reach In-Market Buyers Spiceworks, the marketplace that connects the IT industry, announced the 2019 State of IT Marketing report examining marketing spend, trends, and challenges in B2B technology companies across North America and Europe. The survey found 37 percent of companies expect their marketing budgets to increase, 42 percent expect them to remain flat year over year, and only 8 percent expect a decline. Organizations that…

Cuebiq Expands Attribution Solution to Include Linear and Advanced TV for Cross-Channel Measurement

With Inscape and Gracenote Among Its Partners, Cuebiq Connects In-Store Visitation Behavior of More Than 13 Million Households with TV and Cross-Channel Ad Exposure Cuebiq, a leader in offline location intelligence and consumer insights, announced the launch of its TV attribution solution, rounding out its existing digital and out-of-home measurement capabilities. This addition provides a cross-channel view of how the media mix, including both linear and advanced television, impacts the customer journey to…

Prediction Series 2019: Interview with Melodye Mueller, VP Marketing and Strategic Alliances, CloudHealth Technologies

Tell us about your role at CloudHealth and how you got here. What inspired you to join the company? I lead Marketing for CloudHealth Technologies. I started in April 2013, joining the founding team as they Secured series A funding. Our CEO at the time had pulled together an executive leadership team and two senior engineers to build a cloud management business that leveraged the emerging public cloud market. Why did I join? It was the people. After speaking with the CEO and Co-Founder, I got excited about the…

Marketing Technology Bulletin Covering the Week Gone By

Top Picks from MarTech Series. Original MarTech Insights from the Week Gone By. Our staff writers compile a bulletin covering important news in the world of Marketing Technology. This bulletin is the best source of the major MarTech developments of last week. White Paper from SEMCopilot Details How to Eliminate Sources of Waste in PPC Accounts Developed to Help Business Owners and Marketers Who Manage Their Own AdWords Account Emotibot Secures USD30 Million In Series B Round to Create the Industry’s Leading…

Four Best Practices for Maximizing Marketing Effectiveness

Today’s marketing technology landscape has created a number of obstacles that marketers must overcome in order to effectively reach, engage, and convert new and existing customers. Thanks to the proliferation of channels and devices, marketers must constantly develop and coordinate experiences that consumers find meaningful and trustworthy. In fact, 43 percent of marketers say understanding more about their customers and prospects is one of their most important objectives. As consumer expectations and demands continue to…

State of the Content Marketing Union: What Emerged in 2018 and What’s Next for 2019

If content is king, then content marketing is heir apparent for businesses. 2018 was the year content marketing came into its own, becoming a crucial component for business success.  Havas Group found that 84 percent of people expect brands to create content. Meanwhile, 90 percent of businesses are already using content marketing to generate inbound leads. That’s because content marketing is a low-cost, high-reward strategy that drives immense growth and sales — it costs 41 percent less per lead than paid search does. As…