Alibaba Cloud Named First Public Cloud Vendor in the World to Obtain Trusted Partner Network (TPN) Certification

Alibaba Cloud Named First Public Cloud Vendor in the World to Obtain Trusted Partner Network (TPN) Certification

Entertainment Industry Recognised Accolade Endorses Alibaba Cloud’s Security, Scalability and Flexibility

Alibaba Cloud, the data intelligence backbone of Alibaba Group, has announced that it is the first public cloud vendor in the world to obtain the prestigious Trusted Partner Network (TPN) certification, an achievement that validates the entertainment industry’s confidence in its robust security and trustworthiness as a cloud service provider. With viewing consumption habits changing rapidly, broadcast platforms constantly evolving and new production techniques emerging globally, Alibaba Cloud is successfully helping the entertainment industry to revolutionise how it works in order to respond to and embrace these changing dynamics by offering a highly secure, dependable, flexible and scalable cloud-based platform.

The TPN is a joint venture between two major entertainment industry associations; the Motion Picture Association of America (MPAA) and the Content Delivery & Security Association (CDSA). The TPN’s goal is to help companies to ensure content security, prevent leaks, breaches, and hacks of movies and TV shows before they are released, by creating a single, central global directory of ‘trusted partner’ vendors. The certification is significant because it satisfies content producers that Alibaba Cloud’s use of industry best practices ensures that its solutions, facilities, people and workflows are secure, as certified by experienced industry evaluators.

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To secure this highly prestigious accolade – which distinguishes Alibaba Cloud’s solutions – they had to undergo very stringent auditing and evaluation processes. A number of Alibaba’s solutions that are suited to the entertainment industry were tested, including: Object Storage Service – an encrypted and secure cloud storage service which stores, processes and accesses massive amounts of data from anywhere in the world; Express Connect – an easy-to-use network service that enables high-bandwidth, reliable, secure, and private connections between different environments; Cloud Storage Gateway – this uses OSS for cloud-based storage at the back end, and supports standard file and block storage protocols in the industry; and Key Management Service – this facilitates the creation, deletion and management of encryption keys with Alibaba Cloud Key Management Service. All of Alibaba’s Cloud’s audited solutions passed TPN’s demanding tests.

“By completing the on-premises TPN audit process successfully, Alibaba Cloud demonstrates its mature abilities in securing media content with its facility and infrastructure capabilities. As the future of media productions is shifting to public cloud platforms, it is essential for vendors like Alibaba Cloud to pioneer innovations that will propel the advancement of the entertainment industry in a digital era,” said Drew Branch, Senior Security Consultant at Independent Security Evaluators.

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Today, world-class production houses – including Animal Logic and Territory Studio – have already been assured by Alibaba Cloud’s ability to meet their demands and have embraced its solutions. They are enjoying the benefits of utilising more cloud computing technologies to drive new trends in media production efficiencies, ranging from improving the speed of decision making, easier collaboration between remotely-located artists and developer teams as well as the inherent advantages that come from using Alibaba Cloud in order to drive new industry trends.

Commenting on the certification, Yuanbin Zheng, Head of Security Compliance and Privacy at Alibaba Cloud Intelligence, said: “With such high value and sensitive assets to protect, production houses are naturally drawn to the solutions that offer the highest levels of security. Not only does the TPN certification recognise the effort that Alibaba Cloud has made to deliver industry leading levels of security, it also acknowledges the dependability, flexibility and scalability of our cloud-based platform. Furthermore, as the first public cloud vendor to be accredited with the TPN certification, the accolade further reinforces Alibaba Cloud’s market-leading position as well as its solutions’ now proven ability to meet the needs of the entertainment industry.”

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TechBytes with Carol Hamilton, Regional Director EMEAA Compliance and Fraud Solution at GBG

TechBytes with Carol Hamilton, Regional Director EMEAA Compliance and Fraud Solution at GBG

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Tell us about your role/team at GBG?

I am responsible for the Fraud and Compliance business across EMEAA at GBG, the global Identity Data intelligence Specialist. I have an International team that provides expertise to our customers, helping solve their fraud and compliance challenges. The team also delivers our solutions to customers ensuring they drive value and support a smooth client journey.

What is GBG? How is it different from other Identity Data Intelligence companies?

GBG helps 19,000 organizations across the globe to interact simply, safely and securely with their customers. With 30 years’ heritage in technology and data, our Identity data intelligence enables businesses to quickly validate and verify the identity and location of their customers and detect and prevent fraud.

By connecting together, a vast, unparalleled ecosystem of information with cutting-edge approaches like Machine Learning, Data Triangulation, Geolocation, and Predictive Analytics, we create ‘frictionless trust’ in the new economy – something that is now central to commerce around the world, every day. That, combined with our deep areas of expertise in location, identity and fraud, and compliance, is why admired brands like HSBC, Revolut, ASOS, and Airbnb choose to work with GBG.

Tell us about GBG’s Fraud expertise.

GBG helps organizations embrace a wealth of data and emerging technologies in the fight against fraud, with the goal of protecting their business and customers. When it comes to fraud, some change has been constant and predictable: more fraud, more complexity, and more attack vectors. What’s changing is how technology can support those defenses – more specifically, how data can be used to support those defenses.

GBG delivers value to its customers by being at the forefront of decision making, relating to both the validity of identity and the trustworthiness and risk posed by that identity. Our end-to-end platform connects data points from a variety of sources such as user, device, activity, location and other meta data, to determine risk propensity; customers use different modules in the platform to tackle real-world problems such as onboarding and application fraud, transactional fraud and monitoring.

We focus on stopping ‘bad actors’ and flagging risk, but without compromising a smooth client journey. This is GBG’s ‘frictionless trust’ expertise, in action.

What different technologies do you use at GBG for fraud prevention?

As mentioned, we use a combination of sophisticated rules engines and advanced analytics (including Machine Learning, a subset of Artificial Intelligence) in our solutions. On top of that, we use Orchestration technology, which creates the ability to efficiently and effortlessly arrange the use of all available data through one layer. This approach enables better-informed decisions and as a result, greater business insights at scale.

At onboarding, for example, it means not just taking the information given at face value, but pre-emptively using additional data sources to verify identity and cross-check whether this person or entity has committed fraud elsewhere. The data orchestration brings improved security and gives better accuracy to fraud detection and prevention efforts.

How do you keep up with customers’ trust?

It’s true that trust is more important than ever, to the economy. At GBG we believe that the solution is symbiotic: a safe and secure business ensures a safe and secure service to the end-user. When fraudsters strike, everyone suffers – even with commercial fraud that might appear to only directly impact the organization.

White-collar fraud hurts businesses, their value chain and their industry as a whole, driving up the cost of doing business and the cost of consumption for the end-customer. One well-publicized example here is insurance fraud – which costs the UK £3bn a year and adds an extra £44 a year to every UK household’s insurance bill. Clearly, to protect citizens, organizations must learn how to protect themselves, using the right approaches and technologies to detect, prevent and investigate fraud.

Combining our expertise across three key pillars: location intelligence, identity, and fraud, the GBG approach goes beyond the constraints of traditional identity verification as tick-box compliance by using the new tools at our disposal to reinvent onboarding and login processes for customers.

What procedures do you follow after you encounter a fraud risk?

This is customer dependent, as our job is to put the potential fraud risks in front of the right people to investigate, with ample time to react. It’s then down to our customers’ investigators and processes to determine the next steps – but they could include intervention on an account or transaction, for example, or flagging it in a Suspicious Activity Report.

As a woman leading tech industry, what unique challenges and opportunities did you find in your journey? Who mentored you in this role?

Definitely having various opportunities to meet and work with talented people. In my role, it’s incredibly important to stay ahead of constantly developing fraudsters so I work with the brightest minds around the industry to test and research various technologies and deliver effective fraud solutions internally.

One of my key mentors was an incredibly successful man who never seemed to take note of my gender. Instead, he preached about taking others along with you to the top. I firmly believe this to be true.

What message do you have for other women professionals in the Technology industry?

Women are regularly underrepresented in a room, that’s for sure. Unfortunately, the technology industry is still very male-dominated. However, my approach is to embrace the spotlight that’s on me and drive positive change rather than be threatened by it. Times are changing and there are more and more opportunities for women and whilst we still have a way to go before board equality, one of the biggest threats can be our own fears as females. The good news is that this is something everyone can learn to control and a ‘fearless’, not reckless, attitude will take you far.

Finally, it is important to support and inspire other women through your actions, and by giving your time and advice when possible. I mentor a number of young women in the industry on a one-on-one basis and this experience is not only rewarding but it also shapes me as a leader.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Carol” tab_id=”1544703828363-a2e4ed67-8a79121f-faf642d3-fe2d”][vc_column_text]As Regional Director, Compliance and Fraud, EMEA at GBG, the global identity data specialist, Carol is responsible for growing and developing the group’s Fraud business. Carol studied (MMath) Mathematics and progressed rapidly at global technology giants BAE Systems and SAS, and is regarded as an industry expert on the fraud landscape.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About GBG” tab_id=”1544703828500-3cc3915e-077e121f-faf642d3-fe2d”][vc_column_text]GBG Plc

Through our fundamental belief that the digital economy relies on everyone having access to data they can trust, GBG enables companies and governments to fight fraud and cybercrime, to improve the customer experience and help to protect the more vulnerable people in our society.

Headquartered in the UK and with people in 16 countries, GBG has 19,000 customers across the world, including some of the world’s biggest organizations, from established brands like HSBC, Zurich Insurance, LEGO and Lufthansa, to disruptive newcomers such as Plus500.

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Alibaba Cloud Ends 2019 with Rapid Growth in APAC

Alibaba Cloud Ends 2019 with Rapid Growth in APAC

Diverse growth in international customer base showing versatility of solutions

Alibaba Cloud, the data intelligence backbone of Alibaba Group, announced that it has seen exceptional client base growth in 2019 across a range of industries in Asia-Pacific (APAC). This shows the adaptability of cloud technologies to meet the specific needs of different industries and how more organizations in the region are using data intelligence to redesign their operating models.

This achievement is tangible evidence of the success of the strategy that has been put in place by Alibaba Cloud, looking to aid the digital transformation of organizations of all sizes. New customers came from a range of industries including technology, fintech, New Retail, media, gaming and agriculture.

Selina Yuan, President of International Business of Alibaba Cloud Intelligence, commented on this progress, “The growth demonstrates how cloud-based data intelligence solutions can be successfully applied to digital transformation of all industries. We are delighted to be supporting these organizations develop their cloud solutions and firmly believe that the growing markets in the APAC region continue to offer huge potential not only to the Alibaba ecosystem, but also local end-users.”

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By partnering with Alibaba Cloud, customers from across APAC including CapitaLand, Animal Logic, Lyto Games and Atilze are able to access proven technologies such as cloud computing, database and artificial intelligence (AI) to develop innovative solutions that meet their own specific industry demands.

Building for Success

Headquartered and listed in Singapore, CapitaLand is one of Asia’s largest diversified real estate groups with a portfolio of shopping malls, offices, integrated developments, business parks, residences, urban developments and serviced residences. By working closely with Alibaba Cloud to adopt advanced technologies such as IoT into their systems, CapitaLand is leading the way in building integrated developments of the future. This will empower its customers and retailers to improve their service and productivity, and upgrade customer experience.

“CapitaLand is continually pushing the boundaries and exploring ways to future-proof our real estate products and services. We are pleased to be working with Alibaba Cloud for our properties in over 40 cities in China. We hope to reinvent physical real estate spaces that will empower our customers digitally so that together we can set new benchmarks for innovation along with China’s urbanization,” said Lucas Loh, President, China, CapitaLand Group.

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Expanding for Success

Animal Logic from Australia is one of the world’s leading digital production studios. The nature of the work in this industry requires a high-performance scalable cloud platform with flexible backup capabilities. Peaks in production periods can mean as much as 150TB of data generated within 24 hours. Animal Logic chose to partner with Alibaba Cloud because of the cloud service provider’s capabilities to deal with these demands as well as data protection and secure backup solutions.

“Our partnership with Alibaba Cloud will provide us with the best technology to secure our content more efficiently,” said Darin Grant, Animal Logic’s Chief Technology Officer. “With Alibaba Cloud, we have the capability to backup large amounts of data and in turn, operate seamlessly even during our busiest times.”

Playing for Success

Lyto Games, one of Indonesia’s largest online gaming publishers, partnered with Alibaba Cloud to provide infrastructure in multiple locations, as well as global distributed network and elastic computing resources. This provided the opportunity for Lyto Games to take advantage of the booming gaming market and bring online titles to global audiences in a fast and cost-effective manner. The flexibility offered by Alibaba Cloud solutions provides the scalability and speed needed to manage patterns of demand.

“We have embarked on the journey of distributing games from personal computers to smart phones over the past years for global gamers,” said Andi Suryanto, Founder of Lyto Game. “Previously it took us up to several months to set up physical servers in each country to reach gamers locally. Now with Alibaba Cloud’s computing resources, it only takes a few hours to set up online operation and it is really easy for us to expand into other markets. We can also deliver more smooth and supreme gaming experiences to users with advanced technologies from Alibaba Cloud.”

Growing for Success

Atilze is a Malaysian-based technology company that provides IoT services and cloud applications to customers mainly those in the agriculture sector. Using Alibaba Cloud platform since 2018, the company has been providing the latest smart agriculture services and solutions to farmers across Malaysia and the region. These new technology and solutions have revived the whole agriculture industry where it transitions the traditional mode of farming to precision farming. Today, farmers can monitor and control farming parameters using available analytics on the cloud, leading to an increased yield as well as better quality.

“By using Atilze Sensor Hub solution on Alibaba Cloud, farmers can achieve a better income with improved production yields of more than 20%. On top of that, it can reduce the daily operation costs with real-time updates and notification from the cloud,” said Tan Han Wei, Head of IoT of Atilze.

Alibaba Cloud is the biggest public cloud service provider in APAC and ranked third globally according to Gartner. Alibaba Cloud operates in 20 regions and across 61 availability zones globally. It is also the first Cloud provider to fulfil the additional requirements of Germany’s Cloud Computing Compliance Controls Catalog (C5) and has more than 70 security and compliance accreditations worldwide.

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Adverity to Provide Open Access to Sources, Including Salesforce, LinkedIn and Google Analytics, with SAP Data Warehouse Cloud

Adverity to Provide Open Access to Sources, Including Salesforce, LinkedIn and Google Analytics, with SAP Data Warehouse Cloud

Connecting different data sources and bringing them all together streamlines marketing decisions through actionable insight

Adverity, a leading force in marketing data intelligence, has announced a partnership with SAP that will allow organisations to streamline marketing data integration with SAP Data Warehouse Cloud. Using Adverity’s Datatap solution, businesses will be able to quickly and efficiently connect hundreds of sources of marketing data with SAP Data Warehouse Cloud to reduce complexity and fuel better marketing decision making.

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Adverity’s Datatap platform is designed to help convert disparate marketing data into actionable insight. By automatically collecting, preparing, and unifying data from multiple sources, it generates a single source of truth that can help guide more precise and profitable marketing activity, and be integrated with any system.

“By making it simple for the business user to have all data immediately available, we are empowering businesses to create data citizens within their companies and unlock insights previously unavailable,” said Martin Brunthaler, CTO at Adverity.

Adverity aims to harness the capabilities of intelligent technologies to drive tangible business results. By consolidating fragmented data into a single view of performance, it enables organisations to uncover the true impact of their marketing efforts, and instantly identify opportunities to drive growth.

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Founded in 2014, the company has expanded from its headquarters in Vienna to offices in Frankfurt and London. Adverity also facilitates the marketing intelligence efforts of multiple leading brands and agencies, including Ikea, Red Bull, Unilever, GroupM, Omnicom and Zurich Insurance.

In addition to providing a rich insight repository, the Adverity partnership with SAP will provide:

  • More than 400 data sources natively integrated into SAP Data Warehouse Cloud
  • Natively combining SAP Analytics Cloud with Adverity´s marketing ecosystem of data
  • Ship data from SAP Marketing Cloud via the Data Warehouse Cloud

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Teradata Highlights Cloud-first Stance at AWS re:Invent

Teradata Highlights Cloud-first Stance at AWS re:Invent

Teradata, the cloud analytics company delivering Pervasive Data Intelligence, is at AWS re:Invent 2019 this week, showcasing its cloud capabilities with speaking sessions, technical sessions, in-booth education, participation in the AWS Marketplace Partner Solution Expo, and 1:1 meetings with partners, customers, analysts and media. In all of these activities, Teradata will showcase its flagship product, Teradata Vantage, which delivers analytics, data lakes and data warehouses – all unified in the cloud and available as-a-service.

“With its modern cloud architecture, Teradata Vantage enables Teradata customers to take advantage of everything the cloud has to offer: elastically and independently scale compute or storage, pay only for what is used, leverage low-cost object stores and integrate analytic workloads,” said Brian Wood, Director of Cloud Marketing, Teradata. “By providing these capabilities in a public, multi-cloud or hybrid cloud environment, Teradata is moving the cloud forward and continuing to innovate in the core areas impacting the modern cloud architecture. This ensures that Teradata customers can move from analytics to answers wherever they are on their cloud journey.”

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At AWS re:Invent 2019, Teradata is also announcing that it has achieved the Amazon Web Services (AWS) PrivateLink Ready designation, which recognizes that Teradata has demonstrated successful integration between Vantage and AWS PrivateLink. AWS customers interested in using AWS PrivateLink can be confident that Teradata Vantage is generally available and fully supported.

Teradata Activities at AWS re:Invent 2019

Teradata Booth #405:

AWS re:Invent 2019 attendees interested in learning more about Teradata and its Vantage software for cloud analytics are invited to stop by the Teradata booth (#405). Topics include:

  • Vantage on AWS
  • Consumption pricing
  • Support for Native Object Stores such as Amazon Simple Storage Service (Amazon S3)
  • How Teradata services work with AWS services
  • Vantage Developer tools
  • Machine Learning and Graph Engines for Vantage
  • Customer stories and analytic use cases, including financial fraud, churn reduction and customer experience

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Teradata Speaking Sessions:

  • Wednesday, Dec. 4 at 4:45 p.m. in MGM, Level 1, Grand Ballroom 124: Teradata speakers Ashish Yajnik, Vice President of Product Management, and Scott Dykstra, Director of Cloud Solutions & Strategy, will discuss how Teradata uses AWS to power the enterprise analytics it offers to Teradata customers.
  • Wednesday, Dec. 4 at 10 a.m. in Mirage, Grand Ball Room F: Teradata experts Vinod Raman, Product Manager, and Mahesh Subramanian, Senior Director, Engineering, will join Ashish Palekar, Director, Product Management at AWS to deliver a technical deep dive on Amazon Elastic Block Store (EBS).

Teradata representatives can also be found in the AWS Marketplace Partner Solution Expo on Thursday, Dec 5 from 8 a.m. to 3 p.m.

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MongoDB and Alibaba Cloud Launch New Partnership

MongoDB and Alibaba Cloud Launch New Partnership

The Partnership Allows Customers to Easily Adopt and Consume Mongodb-as-a-Service Through Alibaba Cloud

MongoDB, Inc., the leading, modern, general purpose database platform, announced a partnership with Alibaba Cloud, the data intelligence backbone of Alibaba Group, to offer customers an authorized MongoDB-as-a-service solution. Customers of Alibaba Cloud will be able to use this managed offering from Alibaba Cloud’s data centers globally.

With this partnership, Alibaba Cloud ensures end-to-end management and support for customers on current and future versions of MongoDB, with the ability to escalate bug fixes and support issues on their behalf. Now, users of Alibaba Cloud’s platform offering will have easy access to the latest MongoDB features and capabilities, backed by comprehensive support from Alibaba Cloud and MongoDB.

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“Not only is China one of the largest markets for database software, but there also has been enormous adoption of MongoDB in this market. In fact, over the past four years the most downloads of MongoDB have been from China, reflecting the global popularity of MongoDB’s next-generation database platform,” said Dev Ittycheria, President & CEO of MongoDB. “Now, customers of all sizes have access to the only authorized MongoDB DBaaS offering in mainland China. We’re excited to partner with Alibaba Cloud to enable customers to use MongoDB to transform their businesses.”

New MongoDB features that are now supported on Alibaba Cloud’s platform offering include multi-document ACID transactions, aggregation pipeline type conversions, non-blocking secondary reads, extensions to change streams and 40 percent faster data migrations. With the release of MongoDB 4.2, Alibaba Cloud customers are able to take advantage of distributed transactions, client-side field-level encryption, wildcard indexes, on-demand materialized views and more.

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Feifei Li, Vice President of Alibaba Group, President and Senior Fellow of Database System, Alibaba Cloud Intelligence, said, “MongoDB is a popular database worldwide, and with the latest Community and Enterprise Advanced edition of MongoDB running on our platform, we are able to support a wide range of customer needs from open-source developers to enterprise IT teams of all sizes. Combined with Alibaba Cloud’s native data analytics capabilities, working with partners like MongoDB will empower our customers to generate more business insights from their daily operations.”

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Alibaba Cloud Spurs Industry Innovation for China Gateway Customers

Alibaba Cloud Spurs Industry Innovation for China Gateway Customers

Customers Innovate Using Cloud Computing Technologies and Ecosystem Support to Address Operational Pain Points

Alibaba Cloud, the data intelligence backbone of Alibaba Group, showcased the success of its customers who have made use of Alibaba Cloud’s technologies to ramp up innovation. A range of customers from various industries, which have benefited from Alibaba Cloud’s technology and the interconnectivity with the other business units of the Alibaba Group, gathered at the China Gateway Summit during the Apsara conference to share their journey to success.

By partnering with Alibaba Cloud, customers including Canon, Refinitiv and The Trade Desk, are able to access proven technologies such as data analytics, networking and artificial intelligence to develop innovative solutions that meet their industry demands in China. These ultimately become a significant part of their global innovation.

Among the new participants, The Trade Desk, an industry leading independent, objective ad-buying platform, will use Alibaba Cloud to meet the needs for high volume, high concurrency and low latency services across the region.

“With the world’s largest emerging middle class, China represents a significant opportunity for advertisers globally,” said Calvin Chan, General Manager of the Trade Desk China. “The Trade Desk™ helps the world’s leading brands optimize their advertising campaigns in China. When we launched in China, and now as we scale, we needed the right cloud partner for our unique data-driven platform. Alibaba Cloud helps us meet the specific needs of advertisers accessing the China market, and going forward, the growing number of Chinese companies looking to access new markets around the world.”

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In a further initiative, total imaging solution provider Canon is establishing a holistic digital operation model from front-end e-commerce platform to back-end data analysis in order to improve user experience through technology.

“Nowadays, innovation is happening everywhere in the China market, and Alibaba Cloud has become one of the most important platforms to support business-driven innovation, especially that based on the Internet,” said Ehara Taisei, Vice President of Canon (China). “Since establishment, Canon has been a pioneer of business and technology innovation. Together with Alibaba Cloud, we have redefined the concept of printing, online-offline integration, and digital marketing in order to provide the next level of experience and value to our customers in China. In the foreseeable future, we will work even closer with Alibaba Cloud on big data and precision marketing to create more value for our customers in China and all over the world.”

As one of the world’s largest financial markets data and infrastructure providers, Refinitiv is also working with Alibaba Cloud to bring its financial solutions to financial institutions globally.

“In partnership with Alibaba Cloud, Refinitiv is exploring how to bring our world-class products and content to customers globally, and new market solutions to get users prepared for emerging opportunities,” said Nicole Chen, Managing Director, Refinitiv Greater China.

Alibaba Cloud also runs the China Gateway Program which has helped global customers from countries including Australia, Singapore, Korea, Japan, Israel, Sweden, France, Germany, and the United States to get up and running in China, playing a vital role in assisting businesses scale up in one of the world’s biggest markets.

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Selina Yuan, President of Alibaba Cloud Intelligence International said, “With Alibaba Cloud’s powerful technologies, business-oriented industry solutions and in-depth knowledge of the market, we would like to support more customers to innovate in China and transfer their successes to other parts of the world. We are happy to see an increasing number of customers who innovate with us, and accelerate their global digitalization process with that success.”

The China Gateway Program, which was first launched in Australia in March 2019, pledges to help overseas businesses succeed in the Chinese market by providing them with help such as customized market insights, business connections, case studies, and technology solutions. The China Gateway Program currently serves customers from more than 80 countries and regions.

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Alibaba Cloud Extends Integration with the Fortinet Security Fabric to Secure Cloud Migration

Alibaba Cloud Extends Integration with the Fortinet Security Fabric to Secure Cloud Migration
Tighter partnership enables customers like Sodexo and Fung Group to protect the expanded attack surface of the cloud

John Maddison, EVP of Products and Solutions at Fortinet

“Fortinet is committed to helping customers make their journey to the cloud even more secure by integrating more tightly with Alibaba Cloud and supporting additional cloud security use cases. To further support resource-constrained teams, today’s announcement is helping our joint customers automate additional security processes and more seamlessly integrate into their application life cycle.”

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News Summary

Alibaba Cloud, the data intelligence backbone of Alibaba Group, and Fortinet, a global leader in broad, integrated and automated cybersecurity solutions, announced the expansion of the Fortinet Security Fabric offerings and new automation capabilities for Alibaba Cloud to provide streamlined and consistent security for organizations with hybrid cloud infrastructures. The combination of Alibaba Cloud and the Fortinet Security Fabric provide organizations with the ability to extend security visibility and control from the data center to the cloud and the ability to ensure that organizations employ consistent security policies no matter where their applications are deployed.

Fortinet Security Fabric Offerings and New Automation Capabilities for Alibaba Cloud

By implementing the Fortinet Security Fabric on Alibaba Cloud, customers can apply consistent security policies throughout their hybrid infrastructures and can realize multi-layer security protection and operational benefits for running applications on Alibaba Cloud. Sodexo and Fung Group are among the global customers leveraging Fortinet’s cloud native integration with Alibaba Cloud to secure its hybrid cloud environment. Sodexo is using Fortinet’s FortiGate-VM to deploy secure VPC on Alibaba Cloud, effectively aggregating and securing its globally distributed infrastructure. Fung Group is also taking advantage of the integration with the deployment of the FortiGate-VM on Alibaba Cloud, which enables consistent visibility and security management across its cloud environments.

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Alibaba Cloud’s Extended Collaboration with Fortinet

As organizations move workloads and applications to the cloud, the digital attack surface is expanding and making it harder to ensure robust, consistent security across clouds and data centers. Organizations are looking to take advantage of the agility and scalability that cloud environments offer without compromising security. Alibaba Cloud’s extended collaboration with Fortinet addresses this concern as it leverages Fortinet’s breadth of cloud security offerings that are part of the Fortinet Security Fabric. Additional benefits of this expanded partnership include:

  • Native Integration: Fortinet’s security solution will natively integrate with Alibaba Cloud for seamless integration with workloads running in Alibaba Cloud. As a Fortinet Fabric-Ready Partner, Alibaba Cloud will integrate its APIs with the Fortinet Security Fabric to provide more consistent and effective end-to-end security to end users.
  • Broad Protection: The Fortinet Security Fabric for Alibaba Cloud includes a broad range of Fortinet security offerings including: FortiGateVM, FortiWeb, FortiManager, FortiAnalyzer and Fabric Connectors. These solutions address a broad set of use cases including protecting cloud workloads, securing hybrid cloud and cloud-based security management.
  • Management and Automation: With the expanded integration, Alibaba Cloud’s security functionalities can be managed through the Fortinet Security Management tools across both Alibaba Cloud and on-premises deployments to streamline security operations. Customers can leverage automation capabilities provided by The Fortinet Security Fabric, leveraging APIs and stitches for example, to further streamline and automate operations.

Fortinet’s cloud security solutions are available on Alibaba Cloud Marketplace or can be purchased from a Fortinet channel partner providing customers with the flexability of purchasing only on demand or owning a license that is transferrable across platforms.

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NTT DATA Presents the Future of Digital Acceleration

NTT DATA Presents the Future of Digital Acceleration

NTT DATA launches the second season of its branded content series for NTT DATA, WAKE UP. The series focuses on the six fundamental areas of digital transformation

WAKE UP 2 is a series divided into six episodes plus an introduction. It is a branded content, developed by Growthland exclusively for NTT DATA. Throughout the series the viewer can follow the personal and professional avatars of the charismatic protagonist, Adam, whom we already met in the first installment. In this season, viewers witness a dramatic change in Adam’s life.

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Old timers will remember the Adam of the first season, a man alien to the modern world, which he entered without warning after spending ten years in a deep coma caused by mysterious reasons. On this occasion, viewers find a completely changed Adam. His innocence and curiosity, his vision and purity, have helped him to become the new CIO – Chief Innovation Officer – of a fictitious technological titan.

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In a successful narrative exercise, the series is structured in six episodes. Each episode corresponds to what in the series is known as DFAs – Digital Focus Areas – that is, the six fundamental themes that, now in 2019, are causing digital acceleration and the transformation of industries. The six DFAs are: Intelligent Automation, Customer Experience, Data & Intelligence, IoT, IT Optimization and Cybersecurity. These focus areas are related to another great structural feature, the Dual Format. Each episode ends with interviews to experts of the technologies exposed in the fiction.

In each episode Adam faces a professional challenge related to each of the thematic areas. It depicts the future in which there are ordinary people with the difference that they coexist with robots and advanced artificial intelligences in an amazingly natural way. People who solve problems using technology that today can be utopian or typical of science fiction novels.

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Alibaba Cloud Ranked Third Globally by Gartner’s Database Management System Cloud Services Revenue in 2018

Alibaba Cloud Ranked Third Globally by Gartner's Database Management System Cloud Services Revenue in 2018

Cloud-native databases like Alibaba Cloud’s PolarDB will be the future of database innovations

Alibaba Cloud, the data intelligence backbone of Alibaba Group, generated the third largest cloud database management system (DBMS) revenue among global players in 2018, according to a recent report entitled Gartner, The Future of the DBMS Market Is Cloud, Donald Feinberg et al., 21 June 2019.

According to this report conducted by global analyst firm Gartner, Alibaba Cloud’s market share ranked third among cloud-only DBMS vendors globally, up 116% from 2017. Growths of other two market leaders Amazon and Microsoft were 75% and 134% respectively.

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“Cloud-native databases like Alibaba Cloud’s PolarDB will be the future of database innovations,” said Lancelot Guo, Vice President of Alibaba Group and General Manager of Strategy and Marketing at Alibaba Cloud. “As enterprises increasingly migrate their on-premises databases to the cloud, cloud-native DBMS providers like Alibaba Cloud will be well positioned to benefit from the exponential growth of the DBMS market. We are a strong and competitive services provider for public services, as well as for the retail, finance and manufacturing sectors.”

Alibaba Cloud is a pioneer in open-source DBMS and an advocate of distributed DBMS. The company boasts a full suite of database products, ranging from relational, NoSQL and analytic database services to database migration tools.

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Among these products, PolarDB is a new generation of cloud-native database that combines performance with compatibility and availability of traditional enterprise databases at a much lower cost. It can scale up to 100TB in storage which helps customers manage big data development. It can scale up to 88 vCPUs and 710GB of memory and allows customers to pay for usage by the minute, enabling customers to handle peak business traffic while minimizing cost.

Alibaba Cloud has successfully migrated some 400,000 database instances to the cloud. Its powerful database services have endured the toughest pressure test of Alibaba Group’s 11.11 Global Shopping Festival, which involved managing peak traffic volumes of approximately 100 times the daily average.

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Hitachi Vantara Federal Welcomes Dr. Pragyansmita Nayak as New Chief Data Scientist

Hitachi Vantara Federal Welcomes Dr. Pragyansmita Nayak as New Chief Data Scientist

Hitachi Vantara Federal, a leader in data-driven solutions and services for the federal government, announced today that Dr. Pragyansmita Nayak has joined the company as chief data scientist. In this role, Nayak will empower customers to better leverage their data through machine learning, artificial intelligence and advanced data analytics.

“Dr. Nayak’s expertise and insight in developing mission-focused data strategies using the most advanced tools available in artificial intelligence and machine learning will be a great asset to our federal customers as well as our internal team,” said Dave Turner, president and CEO of Hitachi Vantara Federal. “Her involvement in the AI and machine learning community will certainly contribute to Hitachi Vantara Federal maintaining our position on the forefront of the technology landscape, which is essential when supporting the critical missions of the federal government.”

With more than 20 years of experience in software and data science research and development, Nayak is an expert in data intelligence, machine learning and analytics within the government technology industry. Throughout her career, she has served as a resource in data, analysis, systems integration and computer science for various federal customers.

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“I am pleased to join Hitachi Vantara Federal’s team and welcome the opportunity to help our government customers navigate through and embrace new technologies that advance their missions,” said Nayak. “I look forward to working with this team to showcase and deliver the amazing end-to-end data solutions that Hitachi Vantara Federal has to offer.”

Prior to joining Hitachi Vantara Federal, Nayak was the principal research engineer with Apogee Research LLC, where she led the implementation of solutions for the Defense Advanced Research Projects Agency on the System of Systems Integration Technology and Experimentation program and the Vetting Commodity IT Software and Firmware project.

Before Apogee, Nayak worked on the Momentum Financial project at CGI Federal Inc. as a technical and data architect solving the data challenges of civilian agencies, including the Departments of the Interior and State, Environmental Protection Agency, Federal Communications Commission and the U.S. Agency for International Development. While at CGI, Nayak also functioned as the product owner of the Momentum Data Warehouse and multiple data solutions leveraging federal financial accounting and budgeting data.

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Nayak holds a doctorate in computational sciences and informatics from George Mason University and a bachelor’s degree in computer science from Birla Institute of Technology and Science of Pilani, India.

She is the founder of the Northern Virginia Deep Learning Meetup and leads the partnership committee for Viz for Social Good. Nayak also serves as a reviewer with ACM Computing Reviews, Python conference SciPy and Grace Hopper Celebration in Computing.

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TechBytes with Nir Feldman, SVP Engineering, Kenshoo

TechBytes with Nir Feldman, SVP Engineering at Kenshoo

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Tell us about your role and the team/technology you handle at Kenshoo

I am leading a super talented group of engineers building all Kenshoo products. Our engineering organization is organized in independent full-stack development teams that continuously deliver business value to our clients. Women make up nearly 50% of our R&D team leaders—which I am told is unusual—and this inclusive-by-design approach delivers continuous innovation in the form of unique, intuitive products and capabilities.

My personal role is to maintain an engineering culture to define, change and adapt our processes and to look for the right technology to build or buy so that we can be both efficient and innovative in meeting the growing business needs of our clients.

What is the current technology roadmap to build Data Management platforms?

At Kenshoo we have been handling data for more than a decade. Our mission is to empower people to make informed decisions and engage audiences with digital media.

Our technology roadmap around data focuses on three major areas:

  • Scale to easily ingest more data. As the world of the marketer is growing and data sources are multiplying we are expanding our integration framework and platform to allow the ingestion of events (streams of events) and batched data (aggregated data coming from first-party, third-party or publisher sources).
  • Continue and enhance Kenshoo’s big data infrastructure to generate actionable insights for decision-makers on all levels of Digital Marketing. We have been investing in our Hadoop-based Data Lake and Cassandra-based event repositories and are now looking into leveraging new cloud and data technologies as we continue to support more and more data ingestions.
  • Enabling the clients to explore data in the fastest available way with the best database technology for the mission. We are currently rolling out a solution that queries billions of records (Ads, Keywords & Other Campaign Targeting) using a web interface with response times that are almost immediate.

How is Kenshoo’s technology transforming the way modern brands do their Marketing and Sales?

Digital marketing is becoming more and more complex. Consumers engage with brands across a wide range of platforms. With our Data Intelligence layer, we help brands make decisions on how to target audiences based on insights generated from the technology, the data platform and the years of data analysis and AI models we have built.

Tell us more about your AI and Machine Learning initiatives

Kenshoo has been leveraging AI and Machine Learning for more than a decade. In the last year, we have been investing more in using Deep Learning technologies to improve our bid and budget optimization solutions and to surface a wider range of insights that are not accessible using traditional analysis tools.

For example, we built a forecast capability to predict the phenomena of ad fatigue. This helps marketers learn when an audience may start getting tired of seeing an ad and take action to address the problem proactively (automatically if they choose to) by doing things like refreshing the creative.

How would Marketing Teams benefit from your recent Google Cloud integration?

As we are seeing more and more organizations choosing Cloud Providers and specifically GCP as their Infrastructure for Data consolidation and BI solutions, we expect to see internal IT teams building customized visualizations and applications that are based on the data and insights we are providing. This has long been a difficult and time-consuming process, but we have made this turnkey and easy for marketers.

What are the biggest challenges in measuring the ROI of Data-driven Marketing Technology solutions?

Our Chief Product Officer just released a full article around one of the biggest emerging threats to measuring ROI. Generally, the multi-touch attribution models many marketers have come to rely on are becoming less effective day by day and also less able to account for cross-device experiences due to privacy restrictions and increased blocking of third party trackers/cookies.

Currently, most marketers use third-party measurement (every interaction needs to be tracked and attributed by a measurement platform). I expect brands to increasingly take ownership of their own data (1st party measurement) using tools provided by tech companies like Kenshoo. The value of registered users is going to be rising and brands will invest more in pushing the consumers to be identified.

What is your prediction on the disruptive application of Data Visualization in B2B and B2C marketing initiatives?

As advertising has evolved from text to more visual formats, so has the way nimble organizations assemble, interpret and apply data. Once organizations unify and visualize their data, this becomes a communication norm. Data Visualization now sets the standard for how we interpret and share data within and across teams, but while some struggle to unify siloed data to make this happen, others are finding success in the cloud.

Data visualization has democratized data for organizations that have embraced it. It is no longer just reviewed and leveraged by analysts; it has become the basis for decision-making across all departments. My team engineered Kenshoo’s integrations with Google Cloud and Amazon Web Services that make it much easier than ever to migrate and unify all of an organization’s business and marketing data to the cloud. This removes the time-consuming barriers that often prevent teams within an organization from understanding their data.

Once migrated to the cloud, Data Studio visualizes the data so that people throughout the organization can get the actionable insights they need to make business decisions with confidence. Marketers can glean insights and optimize their investments with ease and often at a glance, and the decision making of teams throughout the organization improves in-step.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Nir” tab_id=”1544703828363-a2e4ed67-8a79121f-faf612db-38f5″][vc_column_text]Nir Feldman, Senior Vice President, Engineering.

Nir Feldman has more than 15 years’ experience building, scaling and leading software development teams and products. For the last six years he has been leading the development of various products at Kenshoo. Prior to joining to Kenshoo Nir held R&D leadership roles at Mercury Interactive and HP Software. Nir holds a BSc in Software Engineering from the Ben Gurion University.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About Kenshoo” tab_id=”1544703828500-3cc3915e-077e121f-faf612db-38f5″][vc_column_text]Kenshoo logo

Kenshoo is the leading technology platform for brands looking to plan, activate and amplify effective marketing across the most engaging digital channels. Kenshoo offers the only marketing solution that provides data-driven insights and optimization technology to help make informed decisions and scale performance across Google, Facebook, Bing, Pinterest, Snapchat, Instagram, Amazon, Apple Search Ads, Yahoo, Yandex, Yahoo Japan, and Baidu. Kenshoo’s Machine Learning algorithms and cutting-edge AI enable companies to predict and keep in-step with the ever-changing consumer journey. With 27 international locations and backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures, Kenshoo generates over $350 billion in annualized revenue for the world’s top brands.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

TechBytes with Edward Chu, Director of Software Engineering, Bedrock Analytics

TechBytes with Edward Chu, Director, Software Engineering, Bedrock Analytics

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Edward Chu
Director, Software Engineering, Bedrock Analytics

[/vc_column_text][/vc_column][vc_column width=”3/4″][vc_column_text]Most CMOs would agree that the power of data intelligence and automation tools helps drive efficiencies in reporting and analytics. Edward Chu, Director, Software Engineering, Bedrock Analytics, shares his predictions about the future of Analytics-as-a-Service, and the key skills needed to succeed in the sales analytics space.[/vc_column_text][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][vc_column_text]Tell us about your role at Bedrock Analytics and the team and technology that you handle.

I’m the director of software engineering at Bedrock Analytics, an intelligent analytics and insights automation platform for the Consumer Packaged Goods (CPG) industry. We offer a cloud-based analytics platform and insights automation tools that enable sales managers and business analysts to harness the power of data in order to craft powerful sales presentations. My job is to make sure our analytics and data tools are as powerful as possible yet at the same time are intuitive and easy to use. The team consists of several other engineers and a data scientist. We work very closely with the Sales and Product teams to understand what our clients need and deliver innovative solutions to the market. The CPG industry is being transformed by Big Data and advanced analytics right now, so it’s a very exciting time to be involved in it!

What are the core tenets of your data-driven analytics?

There are several core tenets driving our business. The first is the combination of power and simplicity. We distill complex datasets from market syndicators and retail outlets into the simple, powerful storylines that matter most for CPG manufacturers, and we present the data through a simple, easy-to-use dashboard that anyone in the organization can use. Our goal is to put the power of advanced analytics directly in the hands of every salesperson, marketing manager, and business executive, so that they don’t have to rely on data scientists or BI analysts to get the insights they need to drive their business forward.

Another important tenet to our business is efficiency and automation. We automate the data analytics process so that CPG companies can access important insights in less time and with fewer resources. We believe in the power of data intelligence and today’s automation tools to help drive efficiencies in reporting and analytics. A lot of the tools that we build are intended to help people do their jobs faster, smarter and more efficiently, so they can focus less on querying data and more on what they do best.

And one more tenet is the idea of storytelling. After all, data by itself is meaningless. The point of data and analytics is to tell a story so that people can make informed decisions based on certain outcomes. We’re not talking about stories as pieces of fiction, but stories in terms of narrative structures that help give clarity and insight into the true definition of things. Our data and reports are structured in a way that helps people tell convincing narrative stories that support sales and grow their business.

What are your predictions on Analytics-as-a-Service for 2018-2020? What are the key skills needed to succeed in the sales analytics space?

Analytics-as-a-Service will definitely become the primary vehicle for buying and selling analytics services by 2020, if not much sooner. It is simply easier for the end-user to access analytics through the web than have to deal with software maintenance and updates. This means that to succeed in sales analytics there’s a lot less need for hand-holding and training during the setup and integration periods, and a lot more opportunity to serve as a consultant to our clients. The sales role becomes less of a facilitator and more of a strategic consultant who spends less time getting the software integrated and more time demonstrating the true value it brings. That’s a win-win for analytics providers and their customers.

What impact would analytics and reporting tools have on traditional sales automation platforms?

Across just about every industry, from advertising and media to CPG, we are seeing sales become much more of a data-driven effort. This is especially true in CGP. Retailers used to allocate shelf space primarily to big brands or those companies that they had a pre-established relationship with. But now, companies that have the data to show who their products sell to, at which price point, in which market, and so on are winning over retailers and securing shelf space for their products. This has opened the door for a number of CPG companies to compete in areas that they were blocked out of before. And it basically means that any type of sales tool or automation platform has to have analytics and reporting tools at the very heart of what it does.

How do you see trends in Data Management influencing the adoption of analytics tools for non-marketing and non-sales processes?

Most analytics tools are built to support sales and marketing processes, but the third constituent of analytics users include all of the corporate executives who need insight into how their businesses are growing. With data management becoming more accessible, executives have more power than ever to dig into advanced analytics on their own, without the need for a BI analyst to run queries and produce reports for them. It will take them down paths that they might not have even thought of before because they will learn to think more analytically about their businesses and get better answers to their questions. This mentality will also trickle down to the rest of the organization and help the entire business adopt a more data-driven culture.

What role do you see for AI/ML in sales data reporting and visualization? What does Bedrock’s product roadmap look like for 2018-2022?

Machine Learning and Artificial Intelligence already play a huge role in sales data reporting and visualization, especially in the CPG industry. One area that we apply machine learning to, for instance, is to sync together all of the disparate data sources that CPG companies get from retailers, measurement firms, and so on and make them all match up. This alone can save a company countless hours of time having to reconcile the reports manually, by using machine learning to understand things like category names and product descriptions. We don’t want to give our whole product roadmap away, of course, but let’s just say that ML and AI will come in very handy to help extract meaningful insights from the mountains of data that are available and even make predictions in terms of how a product is expected to perform in certain areas or among certain demographics. The industry is just scraping the tip of the iceberg in terms of what AI and machine learning can do, and we aim to be at the cutting edge of innovation in this area.

Thanks for chatting with us, Edward.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at news@martechseries.com[/vc_column_text][/vc_column][/vc_row]

Anderson Group Rebrands, Reflecting its Big Thinking for Impact

Anderson Group Rebrands, Reflecting its Big Thinking for Impact

Creative Agency Redefines ROI as Realization of Impact

Anderson Group is launching its new reinvigorated branding and position that reflects the impact agency’s energetic vibe, work ethic, and passion its team provides to clients.

“As an impact agency, we inspire, influence, and shape the future—and our new branding better reflects that personality and culture,” said President Missy Orlando, Anderson Group, Sinking Spring, Pa. “When it comes to anticipating market changes and exceeding expectations, we think big and deliver bigger.”

Anderson Group’s new brand shows off its bold approach to evolution and growth as an agency. To illustrate that shift, the agency’s new color palette uses red for strength and energy, turquoise for creativity and balance, and navy for loyalty and confidence.

“It’s very fitting to unveil our new brand in the year of our 30th Anniversary. We are grounded with rich experience, yet have a bright and boundless future,” said Executive Creative Director Derek Hollister. “This modern movement has energy that you’ll feel on our website, on social media, and with our lively team.”

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The new ThinkAnderson.com website replaces TheAndersonGrp.com as the hub of the Anderson Group’s online presence, showcasing the breadth of experience and services in dynamic ways. Interactive case studies and project profiles demonstrate capabilities with videos, images, and results from actual campaigns and programs. A dedicated industries section details the agency’s work experience in financial, healthcare, manufacturing, and consumer goods arenas for B2B and B2C. Anderson Group recently released its white paper on financial services, which will be followed up by a white paper on healthcare.

“The true impact our clients value is our ability to exceed the financial and service goals they’ve set for themselves,” said VP, Executive Account Director Kevin Clarkin. “We’ve redefined ROI to mean Realization of Impact in addition to Return on Investment. To us, it’s critical to continue to provide research and insights to our clients. Driving impact means understanding the industry and the evolution of what’s happening in the industry.”

Anderson Group refreshed its social presence on LinkedIn and updated its handles on Twitter and Facebook to @madebyanderson.

“We love what we do – and it shows through our client relationships, campaign results, and the award-winning work that recently received silver, gold, and Best in Show at regional ADDY Award shows. We are positioned for growth and excited to take on new challenges to drive impact for our clients,” said Creative Director Jeff Phillips.

Anderson Group is a full-service integrated marketing agency focused on creating impact through customer-centric solutions for B2C and B2B clients. It was founded in 1987 as Anderson Advertising by (current) owners Linda and Mike Anderson and rebranded in the early 2000s as The Anderson Group.

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For the Consumer’s Sake: CMOs Must Unleash the Power of Marketing Technology

Marketing Technology

As an industry, we are constantly struggling to figure out “digital transformation,” because no matter what anyone tells you, no one’s really figured it out. But there’s a bigger problem with that: as we do that, we put ourselves at risk of forgetting the customer.

Faced with seemingly innumerable choices in the digital world, brands are aiming to blaze a sensible path through the siloed maze of web, social and mobile options. But instead of seeing digital marketing as one whole entity, many brands simply adapt to these new siloed channels first, adding on to their many layers of marketing technology (to reach consumers who are congregating there). Determining how to connect their customer experience strategy is almost always an afterthought — an interesting and dangerous paradox, given consumers’ overwhelming expectation that brand experiences be relevant and provide value.

There’s no shortage of data proving what consumers want from brands today. So CMOs leading these brands need to take a step back, think about customer experience first and then determine the channels, business processes, people and technology that will enable and support an experience that drives growth for their business. If marketing heads don’t figure out consumer expectations and drive business impact, they risk becoming caught in the ever-shortening tenure of the modern CMO.

A big part of what CMOs need to do to evolve their brand, and to keep their jobs, is to begin organizing and implementing a marketing technology strategy. The digital era has led to a surge in marketing technology budgets, and those marketers that are using their budget effectively to champion smart programs are seeing great returns.

Marriott, for example, has taken measured steps to remove silos that previously left multiple business units targeting the same traveler with little knowledge of what’s relevant, based on the individual’s travel stage. Now the brand has optimized cross-channel interactions through a centralized view of guests, a connected marketing technology ecosystem, and organizational alignment. As a result, Marriott can deliver personalized messaging across devices at scale for more than 120 global destinations and over 4,400 properties. According to predictions from Forrester Research’s Customer Experience Index Online Survey (CX index), their efforts will pay off. In the upscale hotel industry, a one-point improvement in the CX index can lead to a $65 million increase in revenue.

According to the State of Marketing Technology report by Walker Sands and Chiefmartec.com, 70% of marketers expected their companies’ marketing technology budgets to increase in 2017. Yet, only 3% of marketers get the most value out of their tools, likely because organizational silos still exist and few marketing applications are actually integrated, resulting in limited cross-channel visibility.

To drive strong customer experiences, CMOs should focus on leveraging data intelligence, technology integration and the right set of strategic services to reach consumers at moments of interest. Here are three key elements to shift your attention to that may help you achieve success

Identity Management: The concept of identity has changed dramatically. It’s no longer simply about identifying people, it’s about creating aggregated and centralized data sets to build rich customer profiles that are accurate and real-time ready. In order to be more personalized in every customer interaction, you must look at your customers persistently across devices, time and media. Marriott’s moves provide a good illustration.

Scale of cross-channel personalization: The processing power now exists for marketing communications to be automated at a much larger scale than once thought possible. This includes machine learning to determine customer audiences and adaptive response to ensure artificial intelligence is constantly optimizing the customer experience. This level of personalization requires the customer profiles cited above, but marketing technology implementation must also connect cross-channel applications to effectively reach consumers at scale. Again, look to what Marriott did as a guide to successfully leveraging tech to personalize.

Content Management: Data and decision-making must work across channels rather than within channels. Identity management and scale fuel this, but efforts will only be as good as the content a marketer is able to deliver to individual customers. Content management must be a central pillar driving the speed of content delivery, ensuring it is ready and able to find the consumer when they are most receptive to it.

Successfully navigating digital transformation isn’t about transforming to digital. It’s about aligning the business processes, people, and technology that will enable and support better customer experiences. Marketing technology is becoming a more critical tool for CMOs. When applied appropriately, it will without question help brands connect with consumers in very context-centric ways that elicit emotion and deepen their bonds.

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