The Lead Pilots Solves Lead Generation Problem for B2B Companies

The Lead Pilots Solves Lead Generation Problem for B2B Companies

North Star HQ, a Colorado-based digital marketing agency, and the University of Denver’s Consumer Insights and Business Innovation (CiBiC) explored current trends in the technology industry and how technology companies generate and convert leads, as well as evaluate their return on investment. Findings reveal that tech companies seriously underestimate their marketing needs. North Star HQ built The Lead Pilots to solve the lead generation problem for B2B companies.

  • Findings reveal that tech companies seriously underestimate their marketing needs.
  • North Star HQ built The Lead Pilots to solve the lead generation problem for B2B companies.
  • The Lead Pilots is a LinkedIn lead generation tool that optimizes the sales process by creating more standardized methods to generate and track leads and demos booked.

“Fans will never be a line on the P&L.” —Katrina Padron, founder and CEO of North Star HQ 

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Small to mid-sized B2B companies do not have highly organized sales processes. The Lead Pilots is a LinkedIn lead generation tool that optimizes the sales process by creating more standardized methods to generate and track leads and demos booked. The Lead Pilots is not another Chrome extension that you need to install in your browser. It’s a cloud-based software that allows you to fully automate your LinkedIn outreach campaigns without being dependent on your device or internet connection.

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Cold email campaigns have a less than 1% response rate. Not to mention GDPR compliance issues. The Lead Pilots ensures fully GDPR compliant campaigns and this LinkedIn lead generation tool averages a 15.2% response rate.

The Lead Pilots is a premier LinkedIn lead generation tool. The software automates and scales the lead generation process. Katrina Padron, the founder, is available for interviews. This is a sample of her candid, casual speaking style.

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MarTech Interview with Benoit Grouchko, CEO and Founder at Teemo

MarTech Interview with Benoit Grouchko, CEO and Founder at Teemo

[vc_row][vc_column][vc_row_inner][vc_column_inner width=”2/3″][vc_empty_space height=”40px”][vc_single_image image=”111187″ img_size=”400×400″ alignment=”center”][vc_empty_space height=”20px”][/vc_column_inner][vc_column_inner width=”1/3″][vc_empty_space height=”35px”][vc_wp_text]“Location data lets marketers measure in-store performance with similar accuracy as they would measure eCommerce performance.”[/vc_wp_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/4″][easy-profiles profile_twitter=”” profile_linkedin=””][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width=”5/6″][vc_column_text]

Tell us a bit about Teemo? How and why did you found the company?

Teemo is a Performance Marketing company built for brands with a significant physical footprint. We deliver digital ads and measure real-world visits. My Co-Founders and I Founded the company in 2014. We realized there was a big need in the brick-and-mortar ecosystem to better leverage Digital Marketing. We wanted to build a bridge between the physical world and the digital world.

Why location data? What’s the benefit?

Despite the growth of eCommerce, brick-and-mortar accounts for nearly 90% of all retail sales by volume. Location data lets marketers measure in-store performance with similar accuracy as they would measure eCommerce performance.

How has location data impacted attribution?

Location data has positively impacted attribution models. It lets us tell a more complete attribution story and understand in-store performance, which, until now, was a matter of guessing or extrapolation.

What makes Teemo unique? Can you tell us more about the performance aspect of your solution?

From a data perspective, we have the ability to do user-level targeting. Most other companies are doing audience-level targeting, which isn’t as tailored or effective. We also use dynamic catchment areas to reach potential customers. So depending on geography, user actions, and visit history, we increase, decrease or change the shape of the targeting area for our ads. And it’s actually not simply a target radius, but rather a polygonal shape based on a lot of factors.

Regarding performance, the simplest way to think about it is this analogy. Imagine one of our drive-to-store campaigns as a custom-built airplane and our client as the passenger. We build the airplane, we service the airplane, and we fly the plane, too. We combine the best of both worlds from data/computers and human intuition to optimize performance, which gives us a leg up on programmatic buying models.

How does Teemo play with other AdTech/MarTech platform in a marketer’s stack? 

We understand that most companies with large physical presences are already using location data services in their stack. While we’re not a location data company, we do use location data for measurement, and also do work hand-in-hand with all the largest location data providers in the industry to increase performance.

Can you give us an example of how a retailer would use Teemo?

The biggest use-case we see is that retailers want to increase store visits and have a measurable understanding of that performance. Before we start any campaign with a retailer, we first map out all their locations and get a baseline understanding of their in-store performance. Then, we’ll define the KPIs and goals, set a start date, target geography, establish duration, and kick off the campaign. While it’s running, our developers are constantly optimizing for performance. Before the campaign has run its course, we’ll plan the next phase to scale it.

You’re a hero to many companies in your space given how influential you were in shaping parts of the GDPR framework. Can you tell us how that came about and how you’re helping companies navigate through this challenging time in the industry?

We were one of the first companies flagged for GDPR violations, which forced us to become compliant quickly. After making some significant changes to our product, we then became the first GDPR compliant company. Since then, we have taken a proactive stance (regarding data privacy and protection) of transparency and user choice.

What advice would you have for an advertiser looking to leverage location data/mobile advertising? 

Whether you typically buy your media programmatically or manually, through an agency, or in-house, if your ultimate goal is more store visits and revenue, prioritize performance over red tape.

What are your predictions for AdTech for 2020?

Expect policies around privacy regulations will become more commonplace in 2020, especially in the US. This will change the way we buy, sell, collect, and transfer data.

How do you inspire your people to work with technology? 

We have great product and technology leaders at Teemo, and ultimately technology is at the core of what we do. That being said, I don’t think technology is or should be considered as an objective. Technology is just a way to deliver a service. But what a way!

One word that best describes how you work.


What apps/software/tools can’t you live without?

Slack, Google Drive, and while not an app, my Bose noise-canceling headphones are certainly a tool that provides focus on long flights.

What’s your smartest work-related shortcut or productivity hack?

Organization is one. Having a well-maintained to-do list, and what I call inbox zero. At the end of the day, I go through my emails to determine which require a response, which have been answered and dispose of everything that’s been handled.

Focus is another. I always think about how every little thing I do fits in the bigger plan, the impact to expect, and ways to maximize it – in the minimum amount of time.

What are you currently reading?

Books are a great source of knowledge. I love reading novels as they provide a way to learn a lot about human psychology and to disconnect from the business – which is critical to maintain a good work/life balance. For instance, I’ve recently read Her Lover, I really enjoyed it.

I also sometimes read business-related books. They can teach you a lot. The Hard Thing About Hard Things, for instance, is a must-have.

What’s the best advice you’ve ever received?

Behind every challenge, there is an opportunity.

Something you do better than others – the secret of your success?

I trust the people in my organization to do what they do best.

Tag the one person in the industry whose answers to these questions you would love to read:

@Eric Hadley.

Thank you, Benoit! That was fun and hope to see you back on MarTech Series soon.[/vc_column_text][vc_empty_space height=”30px”][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Benoit” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46d712-3b68db8f-23cbf08b-cebf”][vc_column_text]Benoit Grouchko is CEO and Co-Founder of Teemo, a performance-based mobile advertising platform.

Benoit founded Teemo in 2014 after working at Criteo as a Product Manager and Business Intelligence Analyst. He is a business and technical mastermind and a thought leader in the data and performance marketing spaces.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About Teemo” tab_id=”1501785390320-2d44fa50-740c5a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46d712-3b68db8f-23cbf08b-cebf”][vc_column_text]teemo logo

Teemo is a mobile location platform for retailers, restaurants, grocery and automotive clients interested in generating foot traffic to their brick-and-mortar locations via personalized mobile advertising. Marketers only pay for performance (cost-per-visit pricing) and Teemo’s MyStore platform optimizes media investments at the store level. With Teemo, marketers can associate CRM data and transaction data to ad exposures and in-store visits to maximize ROI and drive performance.

[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][vc_separator color=”black” style=”shadow” border_width=”10″][vc_empty_space height=”20px”][vc_row_inner][vc_column_inner width=”1/4″][mnky_heading title=”MarTech Interview Series” link=”|||”][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]

The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

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Explainable AI Company Diveplane Unveils GEMINAI to Meet Customer Data Regulations

Explainable AI Company Diveplane Unveils GEMINAI to Meet Customer Data Regulations
Diveplane GEMINAI is the DMP Industry’s First Verifiable Synthetic ‘Twin’ Dataset

Global provider of Explainable AI software product, Diveplane announced the availability of GEMINAI, the industry’s first verifiable synthetic ‘twin’ dataset. Diveplane GEMINAI empowers businesses and government organizations to easily and safely sell, share and analyze sensitive datasets without the fear of mishandling, loss or theft.

Twin Data Sets and Their Modeling

Diveplane’s latest productcreates a verifiable synthetic ‘twin’ dataset with the same statistical properties of the original data, but without including the real-world confidential or personal information. Users can leverage AI-based GEMINAI to freely navigate through National & International privacy laws e.g. GDPR, PHI & HIPAA. For example, GEMINAI could generate “synthetic patients” with specific medical conditions who fit certain demographic profiles, all without the PHI from your original data set.

The ‘twin’ dataset looks, acts, and feels realistic for the purposes of data modeling and analysis, but does not contain any personally identifiable information (PII), which is critical for businesses that need to adhere to national and international privacy laws and compliance requirements, like GDPR, PHI and HIPAA.

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“We love seeing AI increasingly adopted by many industries, but we’re finding that not all AI is created and trained equally,” said Dr. Michael Capps, CEO of Diveplane.

Michael added, “Many businesses are forced to use inaccurate or incomplete data to train their AI due to privacy requirements, which can lead to the AI making poor or misleading decisions. With GEMINAI, we’re eliminating that risk by creating a verifiable synthetic ‘twin’ of the dataset, so that businesses don’t need to sacrifice the quality of their AI for the sake of privacy. GEMINAI offers the best of both worlds and we’re excited to introduce this first-of-its-kind technology to the market.”

GEMINAI is a completely unique and better solution to a longstanding AI problem – the balance between privacy and data accuracy.

How Customers Could benefit from Explainable AI

GEMINAI goes beyond simply masking certain slices of information, like name and social security numbers, which can leave the data vulnerable to misuse or mishandling.

GEMINAI can be used to:

Assist with medical research efforts. Imagine the potential if a hospital was able to share its truly anonymized patient records with nonprofits and research universities, in an effort to rapidly advance the medical field and save more lives. GEMINAI can create those anonymized records so medical organizations do not need to worry about breaching HIPAA.

Secure the multi-billion dollar data sharing industry. Data is being shared and sold at an incredible rate, and rarely do organizations take the extra step to de-identify their datasets. GEMINAI easily creates synthetic data that does not contain any personally identifiable information, so there is no danger of unintentionally revealing an individual or entity if the information gets into the wrong hands.

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Generate the appropriate data needed to train neural network systems. AI runs on data but often there isn’t enough data, or enough of a specific profile, to ensure that it is accurately performing. GEMINAI provides those datasets needed to ensure a true representation and improve AI functionality.

Diveplane was founded in 2018 to fix AI’s credibility problem. The company believes that to have responsible AI, the market needs understandable AI that is trainable, interpretable and auditable. GEMINAI is the first product that the company is introducing to the market and the technology has already been named a finalist in the UBS Future of Finance Challenge 2019.

Diveplane has seen significant growth and interest from the market, growing its team across all departments within the business. The company also continues to build out its impressive C-suite, including CEO Dr. Mike Capps and CTO Dr. Christopher Hazard, and they’ve recently welcomed Alan Cross as CCO.

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“We’ve been scaling our sales and marketing efforts significantly due to the momentum we’re seeing in the market, which is why it was critical for us to bring on Alan as our Chief Commercial Officer,” added CEO Michael Capps.

Michael concluded, “It’s cool that neural networks can beat the best humans at board games, but when you start thinking about machines making life-altering decisions it requires a much more serious and thoughtful approach that can be thoroughly audited and understood. It’s critical that humans are able to understand why AI makes the decisions that it does and also ensure that the AI is learning based on authentic, unbiased datasets – which is exactly the reason we founded the company.”

Diveplane is keeping the humanity in artificial intelligence (AI). The company was founded by Dr. Michael Capps, former President of Epic Games, in 2018 and develops technology that helps businesses and government organizations understand AI with a trainable, interpretable and auditable. Diveplane headquartered in Raleigh, North Carolina.

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DMEXCO 2019: How Technologies Help to Promote Trust

DMEXCO 2019: How Technologies Help to Promote Trust

SmartyAds LogoTrust is the most important component of every relationship, including the business one. In Marketing and Digital Advertising, where nothing could be referred to as “simple,” making internal systems transparent to your customers and partners is the only way to avoid a vicious circle of suspicion.

This year DMEXCO was focused on transparency more than on all other subjects, and that’s why “Trust in you” was established as a core motto of the exhibition. Media giants like Microsoft, Facebook, Verizon, and the vast of 1,000 exhibitors gathered together under one roof to discuss how technologies can encourage and sustain confident collaborations within the digital economy.

VR, AR, ML and AI

Today brands are working differently with customer experience. Involvement, gamification, and the ability to test a product before purchasing are integral parts of the selection process. Virtual and augmented realities are those technologies that make these things work. Soon, the development of VR and AR will replicate the revolution of photography. As soon as the ease of use and affordability of these technologies reach sufficient bar, the scale of their application in Advertising and Marketing will increase at lightning speed.

Artificial Intelligence has become a standard for processing large data arrays. Together with Machine Learning, these technologies greatly impacted programmatic advertising. Self-learning algorithms easily define the most effective impression at RTB auctions by processing billions of informational layers. As well, using principles of decentralization, AI and ML will soon be involved in user data protection. Blockchain is what already provides support for it.

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The greatest problem of the advertising market is that buy-side receives a very limited amount of information about purchased impressions. Sure, advertisers can track generally available metrics, such as clicks, views, performed actions. Nevertheless, this is only the tip of the iceberg, the real effectiveness of these depend on the quality of traffic, inspection of which is borderline impossible. Likewise, companies see only the total cost of services and stay largely unaware of potential hidden fees and margins.

Every year, the number of brands that no longer want to cope with this situation increase. Based on an immutable decentralized ledger, Blockchain ad platforms become a new point of trust which enables complete audit for demand and supply partners on an event-level basis. Blockchain controls the integrity and chronology of transaction data placed in separate repositories. This is extremely important for combating ad fraud and protecting user data.

Ads.cert and

During the last couple of years, the world’s ad community has been paying special attention to transparency when it comes to purchasing digital inventory. Today even user data can be faked: such information is generated by specific algorithms in order to deceive advertisers and make them pay for it. The most common example, however, is click fraud, but there are other ways of cheating, including domain spoofing, installs hijacking, and video watching imitation.

With a purpose to detect and block these manipulations, IAB (Interactive Advertising Bureau) has launched a number of initiatives. The first one is ads.txt: a text file placed on the publisher’s website that enables authorization of inventory sellers and resellers. Then was released ads.cert. This is a file that made it possible to verify information about inventory up to details. A great step towards an effective fight against bot manipulations.

Finally, in 2019 the majority of AdTech companies including Google started enforcing the new standard for mobile and OTT environment protection: app-ads.txt. The mechanism of work of app-ads.txt is very similar to ads.txt. Thanks to publicity and transparency, users will be sure that they see ads from reputable sources, and advertisers will be confident in sellers and resellers they buy inventory from.

Read More: Advertising on TV? Why It’s Time to Go ‘Over the Top’


As people become more tech-savvy, they demand more assurance that their personal data is not misused or traded to third parties without their consent. Some customers opt-out of personal targeting, the others block cookie collection or refuse to provide their personal data. This is because the era of GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) is already here.

While GDPR already impacted those companies that didn’t manage to comply, CCPA enforcement will take place only in 2020. As more and more countries will join the global movement towards privacy and fundamental user rights, third-party user data will be harder to collect. Before this, cookie collection in most cases was performed by websites automatically. With a consent agreement set in place, some users will reject it. Naturally, the volumes of “purchased-sold” third-party data will shrink. This means that businesses will have to rely more on first-party data that they will have to gather themselves.

To Wrap It Up

Digital trends are changing like leaves on the trees. It seems like just a few years ago we talked about pioneering mobile environment. Today it is a story about smart algorithms that surpass humans in all kinds of decision-making. Only one thing doesn’t fail to keep relevance: it is trust between business, its customers, and partners.

Blockchain, user privacy regulations, inventory protection tools, and smart algorithms were the hottest topics at DMEXCO 2019 because transparency is a new efficiency. Companies that operate in Marketing and Advertising areas should know how to apply technologies not only for their own good but also for making their internal processes more open and accountable. Yes, it’s difficult but it is crucial for sustainable success.

Read More: 2020 Mobile Tech Prediction: NFC Replaces Barcode Scanners at Events

TechBytes with Jeff Meglio, VP of Agency Partnerships at Sovrn

TechBytes with Jeff Meglio, VP of Agency Partnerships at Sovrn

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Have you been to DMEXCO before?

This was my 4th consecutive year attending the conference and it’s definitely changed over that period. As the industry is evolving, there was plenty to discuss and many of the conversations that took place were aimed at sourcing solutions to the obstacles companies will soon be facing. DMEXCO is always a great reminder that the ad tech space is a global community innovating together.

How was DMEXCO 2019 different from all its previous editions?

The crowd was certainly thinner, so the halls were quieter, although this didn’t hinder the quality of conversation or volume of meetings. DMEXCO is always a very productive conference – meeting schedules are packed and business gets done.

However, despite the more subdued atmosphere, the current challenges—like recent data privacy regulations and the uncertain future of the cookie—have opened up exciting opportunities for both tech providers and advertisers alike. The subsequent discussions will continue to push adaptation and innovation in the year ahead. 

Which topic was the most heavily discussed at DMEXCO 2019?

With Digital Advertising undergoing a revamp – underpinned by anti-tracking moves by browsers and tighter data laws – the ad tech world is steering away from third-party cookies. Many of the discussions that took place at this year’s DMEXCO were facilitated by companies seeking alternative ways to target consumers. Attendees set out to discover what the most viable solutions are for the cookie conundrum – with many believing that advanced contextual targeting is the most promising alternative.

Mentions of Digital Privacy regulations added further pressure to these conversations, as the emergence of data laws – spearheaded by the GDPR – continues to limit companies’ abilities to effectively target and measure ads. This led to the main theme (which is somewhat recurring, and for good reason): trust and transparency. Despite much of the industry’s improvement in this area, DMEXCO showed there is still room for improvement. The actions companies take to ensure a more open and honest environment for consumers will benefit all sides of the ecosystem. 

Will the death of the cookie also be the death of programmatic?

The death of the cookie will mark a new age for programmatic as age-old techniques can no longer be relied upon. At Sovrn we believe a reduced dependency on the cookie can only be a good thing for consumers and will prove beneficial for quality content producers in the long-run. Intelligent advertisers will grasp the opportunity to evolve and transact in newer and more transparent ways, building long-lasting relationships with audiences without having to compromise either brand integrity or consumer privacy.

Lasting success for the programmatic ecosystem depends on AdTech adjusting data sources and targeting methods, and DMEXCO proved there are companies willing to adapt to ensure a more trusted and engaging era.

Did DMEXCO 2019 point to a more transparent future for AdTech?

Absolutely. I think recent changes are encouraging industry players to act in more open and honest ways. For some in the industry, an overhaul of established data processes is daunting, but the need for evolution is too great to ignore. With data regulations emerging with increasing frequency, this is the perfect time for companies to sit down and evaluate how they can create new targeting methods that do the job, whilst complying with these laws.

In a sense, 2019 has signaled a fresh start – an opportunity for companies to prioritize consumer trust and build an ecosystem rooted in transparency. DMEXCO demonstrated that many are already working to achieve this, and I hope that we will one day have a standard measure for transparency, which is vital to ad tech’s success and long-term growth. I’m confident that as a community we will achieve this and am hopeful for AdTech’s future.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Jeff” tab_id=”1544703828363-a2e4ed67-8a79121f-faf60217-325b”][vc_column_text]A passionate leader with experience working with high performing teams. A propensity to identify and deploy differences among people and challenge each team member to excel and realize their full potential. Committed to achieving the highest levels of performance with the resiliency to overcome the most challenging opportunities to achieve results.

Specialties: Sales Management, Leadership, Business Development, Strategy, Entrepreneurship, Business and Revenue Growth, Team Leadership, Culture Transformation, Executive and Board Presentations, Market Planning and Positioning, RFP Development and Review, Strategic Business Development, Accurate Forecasting, Sales Presentations/Closing.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About Sovrn” tab_id=”1544703828500-3cc3915e-077e121f-faf60217-325b”][vc_column_text]sovrn logo

Sovrn is an advocate and partner to 20,000 publishers globally. We own and operate one of the largest global exchanges that connects publishers with tools, services, and analytics to grow their audience, engage readership and monetize their site. Sovrn is headquartered in Boulder, CO with offices in Denver, New York, and London.

Our Mission: To help storytellers do more of what they love, and less of what they don’t.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

TechBytes with Jim Scott, Director, Enterprise Architecture at MapR

TechBytes with Jim Scott, Director, Enterprise Architecture at MapR

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How did you start in this space? What galvanized you to start at MapR?

I use to work in Digital Ad Tech. While in that industry we had requirements for very low latency and high-volume throughput. We needed a new, better scaling database and ended up selecting MapR. We were able to scale up to 60 billion ad requests per day on MapR. I fell in the love with the technology and jumped at the chance to work at MapR to help customers like me.

What is MapR and how does it transform Cloud Management for businesses?

The MapR Data Platform enables businesses to run one consistent architecture for their software platforms on-premises, at the edge, and across the Cloud. MapR is a software application that does not require specialized hardware. Most companies considering the Cloud will run in a hybrid model and MapR is uniquely suited for this since the Data Platform provides a single global namespace across the environments by which full data access is available. Additionally, when it comes to Cloud, MapR addresses the gaps to fully solve all of the security and privacy problems including data sovereignty concerns presented by GDPR.

Which industries benefit from accessing your resources?

While we fit very well in most industries, including Financial, Retail, Automotive, Telecom, Media, Oil and Gas/Energy, Manufacturing and Healthcare are some of the more dominating. Of course one of the primary benefits we deliver is the ability to use the MapR Data Platform for AI and Analytics. We reduce friction for all of the data-intensive use cases in the AI and Analytics realm by removing data silos and enabling data access for users to use all the data without having to worry about data location or identify available compute resources. This also extends to the use of advanced AI and specialized hardware like GPUs.

What is the current state of AI for Marketing, Sales and Customer Service? What is the impact of AI on the customers?

The early use cases were more descriptive and looked at segmenting customers and working on developing appealing offers and driving top-line offers. Customer 360 emerged and evolved rapidly to focus on deeper customer understanding and engagement. When paired with simple AI approaches like cheap learning instead of deep learning, the costs are minimal and broadly adopted. The cost to invest in these solutions is also straightforward and inexpensive. We’re also seeing more extensive integration of analytics into a company’s product or service. This is used to evolve business models and develop new products and services.

How do you view the growth of AI-driven revenue opportunities?

The standard off-the-shelf types of libraries and toolsets that are being created and made available in an open-source model which are rapidly enabling new and creative ways to apply AI and Machine Learning to problems. The total number of opportunities available to leverage AI are most abundant when looking at the edge. Gartner has famously claimed that the edge is going to eat the Xloud. When you look at examples like monitoring manufacturing equipment and processes with cameras and image recognition, making these processes safer and enabling better results to have a direct impact on the bottom line. Whether it be from operational efficiency, improved quality, or from a security and safety perspective.

How could digital businesses leverage Artificial Intelligence technology to strategically price their products? Which other technologies integrate with AI?

This is already happening more than most people realize. This happens in the airline industry every day. Companies like Amazon do this as well when pricing their products. There is also a lot of price optimization that can occur in the retail industry to use a combination of carrying costs to negotiate discounts versus minimizing on-hand inventory. Having long term purchasing trends with intelligent prediction models can create considerably better price spreads, so long as the cash assets are managed appropriately. Analytics are also impacting the product directly enabling usage models or transforming the business model to charge for the result of the good or service.

How should young technology professionals train themselves to work with Automation and AI-based tools?

Learn Math and Statistics. Learn the practical application of those concepts and get comfy with all the natural language processing tools and image processing tools. Then learn what the latent space is in deep learning. Also, they must not forget to consider human interactions as a key driver to many of the uses for technology and automation. Most importantly AI will not become any more perfect than humans.

What is the biggest challenge faced by Digital Transformation in 2019? How does MapR contribute to a successful Digital Transformation?

While idealistic in nature, no company can just stop using all of their legacy systems and infrastructure and turn on a dime. In that way, MapR is helping to reduce the friction required to bring together data stored and managed in legacy technologies together with all of the new approaches to handling real-time oriented, AI driven uses from new applications. The biggest problem that still exists this year is getting people to understand that they need not fear the new technologies, that they really are capable of great things. Injecting intelligence into the daily operations is possible and doing more with less for a lower price is real and possible. How potent is the Human-Machine intelligence for businesses and society? Who owns Machine Learning results?

Where do you see AI/Machine Learning and other smart technologies heading beyond 2020?

The volume of data being generated at the edge will require intelligence to not only store but to process the data at the edge. Real-time responses for real problems will not tolerate long round trips to some centralized data center. Pushing relevant and useful information from the edge to the core will be important to apply continuous and global learning to all the data. But models will get pushed back to the edge to become iteratively more intelligent. For those who have not yet embraced the real-time event streaming model from the edge to the core and back, they will be far behind all of their competitors.

What is your opinion on “Weaponization of AI/Machine Learning”? How do you promote your ideas?

This is a very dangerous topic because AI has been created to simulate a person writing a story and these stories are very believable. It isn’t much of a stretch to imagine combining that with other AI technologies like visual identification engines as well as speech conversion software and suddenly systems that can speak, which can notice facial gestures and with sentences and ideas that sound like they are legitimate. Kind of scary on the surface.

Ethics, software and AI are critical. The young technology professionals need to learn and understand how to apply rational logic that protects people first and make sure that human rights are not being violated. They must take a stand against anything or anyone that violates those ethics.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Jim” tab_id=”1544703828363-a2e4ed67-8a79121f-faf6a54c-d04c”][vc_column_text]Jim Scott has held positions running Operations, Engineering, Architecture and QA teams. He is the cofounder of the Chicago Hadoop Users Group (CHUG), where he coordinates the Chicago Hadoop community. Scott has worked in the Consumer Packaged Goods, Digital Advertising, Digital Mapping, Chemical and Pharmaceutical industries.

He has built systems that handle more than 50 billion transactions per day, and his work with high-throughput computing at Dow Chemical was a precursor to more standardized big data concepts like Hadoop[/vc_column_text][/vc_tta_section][vc_tta_section title=”About MapR” tab_id=”1544703828500-3cc3915e-077e121f-faf6a54c-d04c”][vc_column_text]
MapR Technologies is a visionary Silicon Valley software company and creator of the next-generation data platform for AI and analytics, with the scale and reliability required by enterprise-grade, mission-critical deployments. The MapR Data Platform delivers the power of dataware to accelerate data-driven innovation. Forward leaning companies such as Cisco, Philips, and Société Générale, are able to create new data-driven solutions to outperform the competition.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

Data Ownership: Why Big Tech Is Spying on Your Wallet and Why a Data Driven Approach Has Benefits for Both Brands and Consumers

Data Ownership: Why Big Tech Is Spying on Your Wallet and Why a Data Driven Approach Has Benefits for Both Brands and Consumers

Cerebri LogoPrivacy issues are front and centre in our major economies. Talk of regulation is in the air everywhere; not just in California, where the California Consumer Privacy Act (CCPA) becomes effective on January 1, 2020, or the European Union, where the General Data Protection Regulation (GDPR) went into effect on May 25, 2018. After repeated high-profile consumer data breaches from top-tier companies, consumers on every continent are fed up with so many apparent abuses of their privacy, and something must give.

However, big tech continues to spy on our wallets, so what does privacy really mean? We can opt out and get lost in search engines, but what happens if you do want to have a conversation with a brand? For those customers who want to continue commercial conversations with their preferred providers, how should companies engage effectively, while also respecting the spirit of laws like CCPA or GDPR?

One obvious option for companies is to cut back on unsolicited emails, SMS messages or contact-centre outbound calls. How many unsolicited customer touchpoints are acceptable in a year — 100? Hell no, how about 10?  Imagine a world where a marketer gets ten chances a year per customer to offer a deal and hit their revenue targets. In this scenario unsolicited email and text do have a cost – well, not really a cost, but an opportunity revenue problem. If you waste an attempt to convert a customer, you lose a shot at revenue – you lose the “opportunity.” That means every slot is important and “valuable.”

Read More: Putting Brand Safety in Context for Digital Publishers

In this new era of privacy primacy, when it comes to contacting customers, B2C companies cannot afford to miss the bullseye, since their supply of Marketing ‘darts’ will no longer be unlimited. My team and I were shocked when a customer of ours, a billion-dollar subsidiary of a Fortune 100 company, informed us they had chosen to voluntarily cap unsolicited emails to customers at 10 per year. While this might appear an arbitrary figure, some sort of self-regulation must happen to respect the spirit of GDPR, CCPA and the like. What is clear is that Marketing will need to be much smarter in future.

First and foremost, data privacy would take a two-page act of Congress to fix. But what if citizens were given private property rights over their data? I will give you my data to use, but I own it, not you. Brands must obligate themselves to keep it private, otherwise they lower its value if there is a breach. And by the way if you use it for ad purposes, etc., then you must pay me. How much? The market will decide.

At the stroke of a pen many privacy issues would disappear. If companies were not capable of protecting the data – they would not store it. If they could not monetize the data after paying each citizen a stipend for using it, they would not sell it. The litigation bar would take care of the rest, as they do for any “injury” lawsuit. I wish I could take credit for this idea, but Andy Kessler said it first, to the best of my knowledge, in his ‘A Better Way to Make Facebook Pay’ op-ed in the Wall Street Journal on April 8, 2018.

Put yourself in your customer’s position. If it is about you, you owned your data, and if you were paid every time your data was used in a perfect Marketing and Pricing environment, would you be upset? How much would I be paid is the logical answer and a topic for another day. But more than likely this is where we are headed. Why? Because our capitalist system is based on private property rights. The government cannot seize your property, especially after you have spent decades, generations, improving your property. 800 years ago, the English revolted against King John and forced him to sign the Magna Carta to protect themselves from just such seizures, via confiscatory taxes.

Read More: Video Marketing Strategies for Influencers and Brand Ambassadors

If everyone was paid for the use of their data, there would be less breaches of security and less vitriol aimed at marketers who use a data-driven approach. The simple answer is let the market hash this out, with a light hand from government regulation. You can see it now, the ads from experts, let me fix your internet dysfunctional Marketing, you deserve more. New ads more popular than for the other dysfunctional behavior the blue pill solves.

However, get the balance right and brands can stop spamming you with useless emails, because they offer insight on what you might like to buy. They can time their approach, so they send you marketing content when you are more inclined to buy.

There are lots of creative ideas on how to fix our privacy and data use issues, government regulations usually being the least effective in the end. Naïve?  Maybe? When the heavy hand of government shows up, everyone complains, no one thinks they are responsible for why it happened.

Read More: CMOs Need to Focus on Managing Multiple Brands, Not Multiple Identities

Immuta Announces New Features to Strengthen Automated Data Governance

Immuta Announces New Features to Strengthen Automated Data Governance

In 2018, consumer data breach incidents in the US cost companies $654 billion. Cyberattacks continue to target US companies, siphoning off close to $6.2 billion in Q1 2019 already. To enable companies to meet benchmark data governance standards and detect sensitive data lakes, Immuta announced advanced privacy-enhancing features to its industry-acclaimed Automated Data Governance platform.

Immuta announced new updates to the Automated Data Governance platform at the ongoing Strata Data Conference, September 23-26, 2019. Immuta’s Fall 2019 release enables customers to automatically detect sensitive consumer data – such as first/last name, social security number and address – to build data privacy policies that ensure compliance with major data regulations, including the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA) and the Health Insurance Portability and Accountability Act (HIPAA).

Consumer Data Most Sensitive to Targeted Cyber Attacks

In risky cyber data ecosystems, cybercriminals constantly target personally identifiable information (PII). Almost 97% of the targeted data breaches were PII alone, reported ForgeRock US.

By targeting PII, cybercriminals prove that they’re hungry for consumer data and the research also found the most frequent attack method was from unauthorized access, encompassing 34% of all attacks. Healthcare, financial services and government were the sectors most largely impacted by cyberattacks.- ForgeRock

Securing Consumer Data is Tricky and Time-Consuming; Immuta Automated Data Governance Manages Complex Data Policies

A majority of organizations are embracing Digital Transformation by collecting, storing, processing and intelligently analyzing tonnes of personal information on-premise and in the Cloud. For companies that are new in their Digital Transformation journeys, understanding precisely where sensitive data resides is a primary challenge in regulatory compliance.

With these new features, Immuta customers can now automatically identify, classify and tag sensitive data as it is exposed through Immuta’s Automated Data Governance platform.


  • Customers can now use Webhooks to enable third-party tools to react to Immuta events;
  • Customers can use our new exposed interfaces to layer in both user and data attributes from existing business apps and systems to develop fine-grained user and data policies.

The new functionality expedites the process of understanding, protecting and operationalizing sensitive information by allowing customers to build global, automatically-enforced privacy policies natively through the Immuta platform without having to first discover and tag data themselves.

At the time of this announcement, Steve Touw, Co-founder and CTO, Immuta, stated –

“The first step in ensuring the privacy of consumer data is knowing exactly what sensitive information an organization holds, and where it resides. This process has proven to be tremendously difficult and time-consuming for data governance teams. Automating sensitive data detection is essential to achieving efficient, compliant data science, business intelligence, and other data-driven business processes.”

Also Read: MarTech RADAR 2019: Top 250 B2B Technology Companies You Should Follow

Immuta Policy Engine Simplifies the Creation of Data Policies

Immuta enables automated visualization of the complex data policies, allowing data governance teams to control and monitor data access, view policies at work across multiple data environments, and ensure that compliance requirements are met. The Immuta Policy Engine simplifies the creation of data policies through easily readable, simple-to-build rules.

The Immuta Policy Engine includes data restrictions based on purpose, ensuring that specific datasets are only accessed for the right reasons – a key component of GDPR. All data activities are captured in rich audit logs, which can be used for insider threat forensics, to understand data usage, value, etc.

Immuta’s Fall 2019 release is available immediately to customers using Immuta within their data centers or cloud infrastructure, as well as to customers using Immuta Pro, the company’s Managed Cloud offering available through the Amazon Web Services (AWS) marketplace.

Quick Overview: Additional New Features in the Fall 2019 Release

Native HDFS Workspaces within Immuta Projects

Many Immuta customers – such as large banks and technology companies – utilize the platform to automatically govern Data Science and Business Intelligence teams working with data stored in Hadoop.

A new feature in the Fall 2019 release enables these teams to create native HDFS workspaces to ease the process of accessing data stored in HDFS, as well as writing derivative data back to Hadoop clusters at the completion of projects.

Derivative data published to native HDFS workspaces auto-inherits proper policies to ensure further compliance as that data is used in the future.

New Ways to Integrate Immuta with Other Applications and Tools

While Immuta has always led the industry in leveraging customers’ existing analytic tools and data sources, the Fall 2019 release includes two new ways to integrate Immuta within existing infrastructures, including:

Using Webhooks to enable third-party tools to react to Immuta events. For example, compliance professionals who set policies in Immuta can now receive messages in other applications if Immuta policies are changed.

Layer in user and data attributes from existing business systems and applications. For example, an IT department can now use exposed interfaces to create policies based on user-profile data stored in Sales Automation tools or HR systems.

Founded in  2014, Immuta is backed by 11 investors, and it has raised $28 million in three funding rounds.

Also Read: 5G Adoption Key to Succeeding with AI, IoT and Robotics

Evident Introduces Identity Verification Tool for DSAR in Compliance with CCPA

Evident Introduces Identity Verification Tool for DSAR in Compliance with CCPA

New Product Within Evident’s Platform Simplifies Data Subject Access Request (DSAR) Processes and Operationalizes Compliance with “Right to Access” Obligations Outlined in CCPA and GDPR Regulations

Evident ID, Inc., a trusted leader in identity and credential verification, announced that it has launched a new product, Verified Data Request (VDR), to help businesses demonstrate compliance with the “right to access” requirements outlined in the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). As part of Evident’s Identity Assurance Platform, VDR enables businesses to verify the identities of individuals submitting requests to access their personal data. Through a simple, secure integration, companies can now know with confidence that the person requesting access to their data is who they say they are.

“Evident’s new solution incorporates the same high standards for user experience as our Identity Assurance Platform, allowing businesses to respond to requests faster and with more confidence, while also providing a seamless workflow for their users.”

Verified Data Request is the first-to-market product of its kind, facilitating seamless identity verification of DSAR requests for organizations of all sizes and industries in less time and with a broad range of assurance. The product ensures:

  • GDPR and CCPA compliance: Company employees can’t view or respond to a GDPR or CCPA data subject access request until the individual’s identity is securely verified through a combination of ID document scanning, selfies, and corroboration from multiple data sources, supporting compliance with global data protection regulations
  • Verification accuracy: VDR operates on data pulled from over 6,500 authoritative sources, helping businesses get the answers they need without ever receiving a “data subject not found” result
  • Ease of use: Simple integration with Evident’s Identity Assurance Platform ensures a seamless, automated experience for both consumers and organizations
  • Ensured privacy: An added layer of security is provided through end-to-end encryption, preventing business exposure to consumer information

Marketing Technology News: Nrby Adds Award Winning Cable Executive to its Growing Board of Directors

For more sensitive requests that require additional vetting, Evident’s Verified Data Request solution can also incorporate dynamic assurance, which requires the consumer to go through an additional identity verification process before being given access to their data.

“Through the release of Verified Data Request, Evident is transforming the DSAR process for data protection regulations like GDPR and the newly introduced CCPA,” said chief product officer and co-founder Nathan Rowe. “Evident’s new solution incorporates the same high standards for user experience as our Identity Assurance Platform, allowing businesses to respond to requests faster and with more confidence, while also providing a seamless workflow for their users.”

Evident’s turnkey Verified Data Request solution, built with artificial intelligence and machine learning technologies, requires no additional development time or ongoing maintenance, enabling global enterprises to demonstrate accountability and compliance by verifying data subjects’ identities in 177 different countries, including the U.S. and all of Europe.

Marketing Technology News: Jungle Scout Hires Michael Scheschuk as Chief Marketing Officer

“As companies grapple with how to handle compliance in the face of new regulations like CCPA, they are overwhelmed with all of these new norms that can potentially put them at risk of non-compliance,” said Evident Founder and CEO, David Thomas. “With the introduction of Verified Data Request and by implementing our privacy-by-design practices, we’re effectively enabling businesses to easily vet anyone who requests access to their data under this new regulation.”

In recognizing an immediate need for companies that are particularly burdened by the onslaught of DSARs in the wake of GDPR and the impending CCPA regulations, Evident has made Verified Data Request available for free to nonprofits and venture-backed companies with less than 50 employees.

Marketing Technology News: PostcardMania Rapidly Expands Software Development Team to Launch Highly Anticipated Direct Mail API for 238 CRMs

TechBytes with Erik Rind, CEO at ImagineBC

TechBytes with Erik Rind, CEO at ImagineBC

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How would you best describe your journey through technology?

A long and winding road. As a Graduate from The George Washington University with a B.A. in History you would not think that I would end up following the path of a technology entrepreneur. After a very brief stint working for the Urban Institute, I was lucky enough to land a job working as a technology consultant inside the Office of Government Services at Price Waterhouse. Yes, Price Waterhouse not PWC. When I started with Price Waterhouse, there were still 8 large Accounting firms and they were a long way from shortening their names to be just mnemonics.

The 8 years I spent at Price Waterhouse were the most enjoyable of my professional life, until I started ImagineBC. It was 1983, computers were just becoming democratized by becoming portable. Well, maybe not portable but definitely luggable for anyone old enough to remember the first Compaq portable PCs, which were the size of a suitcase sporting a 6-inch monitor. The work there was fascinating and the teams I worked with forced me to constantly lift my game.

After leaving Price Waterhouse, I became a reluctant entrepreneur. Having built a state-of-the-art system to process large volume payroll, human resources and benefits off the mainframe, I spent 20+ plus years playing David to ADP’s Goliath. Like many entrepreneurs, I have had my share of success and failure.

With the introduction of Blockchain technology and my awakening to the potentially world-changing opportunity of this technology, I knew I had to be involved with it in some capacity. So, I created ImagineBC as a subsidiary of the HCM company I started in 2003 and for the past 2 years have dedicated my time and energy to creating an ecosystem built on Blockchain that will allow every individual to control their personal data and most importantly be fairly compensated by third parties for the use of that data.

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

I am the Founder and CEO of ImagineBC, and my role is to keep an amazing team of professionals focused on executing the mission of our company. I like to say, I’m like the guy wearing the red coat and black hat at the circus. It’s my job to keep the incredible array of talent we have assembled moving smoothly. I also act as the moral compass of the company. Once you let accountants and lawyers start having input into your dream it is easy to become distracted. ImagineBC’s mission is to help its members monetize their personal information. It is my job to constantly remind all members of our team that although ImagineBC is a for profit business, we are only entitled to earn money after we have done our job which is to help our members make money.

How was the idea for ImagineBC conceived?

I guess you can say ImagineBC was ripped from the headlines. At about the same time that I was becoming fully aware of the potential of Blockchain technology, I had arrived at a point in my life where it was no longer acceptable to just complain to my friends, family and associates about what was happening in the world. The birth of my first grandchild also made me start to think seriously about the type of world he will be living in 20 years from now and what I saw frightened me. ImagineBC is using technology to remind individuals that it is still We the People, who have the power to create change.

We can no longer trust the third parties that have driven our economy to solve our problems for us. The concept of too Big to Fail is unacceptable. The tech giants treat us as the raw materials of their factories and Government is stalled in gridlock reminiscent of a busy intersection in New York City at rush hour. ImagineBC offers a revolutionary old idea. By using Blockchain technology we are creating a community where members, despite remaining anonymous to one another, can conduct commerce directly with one another.

How many players are there in this technology space and, by comparison, what makes ImagineBC distinctive?

There are a number of other interesting startups that are working on solutions that appear to be similar to what ImagineBC is doing but these companies are typically focused on only part of the complete ecosystem ImagineBC offers its users. ImagineBC is also the only company in this space the can answer “Yes” to each of the following questions:

  • Is the solution available as a native mobile application for IOS and Android?
  • Does the solution help its users monetize their personal information?
  • Does the solution help its users monetize their intellectual property and time?
  • Does the solution reward its users in US dollars?
  • Does the solution allow users to monetize their earned rewards immediately?
  • Does the solution keep allow its users to control when their data is used and also keep their users data totally anonymous?
  • Is the solution closed loop? Meaning there can be no communication with users outside application. No emailing and no texting allowed.
  • Does the solution’s technology work to create reward earning opportunities for its members?

Do you believe the rise of Big Data has reached its peak and thus is on a decline. Are we going to experience a reckoning?

No. There is no turning back from using AI/ML technology to mine large data sets. And there is no end to the amount of data that can be mined. Truthfully, I see no reason to turn back but what absolutely has to change, is who benefits from the use of this data. I firmly believe that as people come to understand that collectively they have the power to change how their data is used, there will be a fundamental shift in the flow of money.

ImagineBC hopes to be a catalyst of this change. If you were a publisher would you rather the money you spend on Marketing and Advertising end up in Mark Zuckerberg’s hands or in the hands of the very people you are trying to reach to buy your product or service? With ImagineBC, 80% of every dollar a publisher injects into our ecosystem goes back to the very consumers they are trying to each. And even better an additional 10% gets distributed to important social causes who have partnered with ImagineBC.

Are people beginning to recognize and understand the financial value of their data? Will a new privacy paradigm emerge?

Thankfully yes. We rarely go more than a few months without hearing about some giant company having been hacked and letting our data become exposed. The only positive to come out of the hacks of companies like Equifax and Capital One is that the new coverage of these events is helping people finally become aware of how vulnerable their data is and how valuable that same data can be. Our government, albeit only at the State level right now, is beginning to address the issue by introducing and passing legislation based on the GDPR model used by the European Union. In the short term though the discussion should not be about privacy. No company or government agency can promise you that you can get your data back. My finger prints were hacked a few years ago from the Office of Personnel Management.

No Senator or Representative can ever promise me that no one else can have access to my finger prints. Instead, the debate needs to be about who should control and benefit from the data that is out there. ImagineBC thinks the answer is and should always be us. It’s our data, we should be the ones making decisions about how it is used. I do believe that as Blockchain technology becomes more widely accepted by government, there will be a time when we can start to talk about true privacy. It would have been nice if my grandson’s birth certificate, rather than becoming some digital record stored in some centralized database, could have instead been recorded on a Blockchain network where only his parents and he had the key to access it.

What types of businesses can benefit from ImagineBC?

Any business wishing to sell their product/services to a consumer can benefit by becoming a member of our community and membership is free. ImagineBC also offers each member business free access to the tools necessary to mine the data within the community. A business wishing to market or advertise a product to a set of members, directly compensates each member who has elected to consume the business’s message. Additionally, any individual who wishes to receive fair compensation for their intellectual property should join our community. Rather than relying on the vagaries of a platform like YouTube to earn compensation, ImagineBC offers intellectual property holders the right to set their own price and keep 70% of the value of their creativity.

Something you do better than others – the secret of your success?

Lack of greed. Since we started ImagineBC, we have been amazed by the volume of money that flows through our economy and ends up in the hands of faceless intermediaries. It is ImagineBC’s goal to help redistribute the vast majority of this money back to the very people whose data and creativity is being used. In 2018, $235 billion dollars was spent on traditional and Digital Advertising. These industries today use our data to surgically target us by using our data. How much of that $235 billion did you, the reader of this article receive? If you understand what I am asking, look us up at and ask to become a member. Remember it is only We the People now that can effect positive change![/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Erik” tab_id=”1544703828363-a2e4ed67-8a79121f-faf6af07-d7a6″][vc_column_text]Erik graduated from George Washington University in 1983 with a B.A. in History. Erik has over 30 years of experience in building advanced technology solutions and has been involved in the HR services industry since 1990.

His professional track-record includes starting and then selling PowerPay software for $22 million and becoming President and CEO of Lyceum Business Services.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About ImagineBC” tab_id=”1544703828500-3cc3915e-077e121f-faf6af07-d7a6″][vc_column_text]imaginebc logo

ImagineBC is a technological solutions company that believes it is a steward of its users data and not the owner. It will promote peer-to-peer commerce within its collection of decentralized mobile applications. The bulk of the revenue generated will accrue to the data owners/creators and the company will only charge a small transaction fee. The company is set to disenfranchise the “middlemen” and allow users to capture the maximum value from their own data.

ImagineBC’s business model might currently be considered revolutionary as we are leaving a big chunk of money on the table for users and not for ourselves. But we truly believe that the current power structure is untenable and the data-stewardship model is the only feasible way to proceed for businesses of tomorrow.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

AdTech Pro Adam Solomon of Lotame Chats About #DMEXCO 2019

AdTech Pro Adam Solomon of Lotame Chats About #DMEXCO 2019
Adam Solomon
Adam Solomon, CMO Lotame

Last week, MarTech company Lotame, was at DMEXCO 2019. At the global event for AdTech innovations and discussions, Lotame announced the launch of Lotame PDX to respond to persistent demands from the market for “increased data trust, transparency, and quality.”

At the event, we caught up with Lotame’s CMO and AdTech Veteran, Adam Solomon.

Here is what Adam had to say:

What differentiates Lotame PDX from other data exchanges?

Today’s privacy-sensitive climate – post-GDPR and pre-CCPA – makes finding the right data partner harder than ever.

For buyers, transparency into the data source, quality and reliability are paramount. These heightened standards make finding, vetting and verifying partners — and their datasets — a herculean task.

For sellers, many lack the infrastructure and expertise to meet the right partners, package and price audiences and make those datasets easily accessible. Also, the recent attention around privacy has called into question data quality and its provenance, raising the stakes for data providers to curate transparent, high-quality datasets.

Unfortunately, for both sides, there’s a gap in the market. Buyers and sellers alike need a private and exclusive high-quality marketplace that makes it easy and advantageous to find the right data partner. Until now, nothing like this has existed.

We’re solving that with our new exchange. We believe true partnership is built on transparency, flexibility, and trust and PDX enables that. We’re making it easier for high-quality and trusted buyers and sellers to find one another.

Recommended: Introducing Lotame PDX, The Industry’s Most Transparent, Flexible & Trusted Private Data Exchange

How does PDX address privacy/transparency concerns?

Lotame PDX offers both sides peace of mind by building a direct connection to one another in a safe and private environment. This direct connection will forge data trust in buyers by showing exactly where their data is being sourced and how. Every data partner is vetted and verified to meet regional regulatory guidelines, including GDPR and CCPA privacy-compliance standards, as well as IAB data transparency standards.

For sellers, the platform brings high-end buyers to their private door, who you may not know otherwise.

Lotame PDX offers tools to onboard, organize, monetize and sell data from a secure and centralized platform. Sellers can also control what they sell, at what price and to whom, and how the data may be used.

What trends are you seeing in audience data currently?

The demand for transparency in advertising is also impacting how marketers work with and buy data. Ten years ago, audience-based data targeting was novel and attractive to both marketers and publishers. It created value out of remnant inventory for media companies and created a more actionable online inventory for marketers. This novelty drove interest which then drove the need for more scale.

But today, scale is a given in the market. To be candid, lots of providers have access to audience data. For that reason, marketers are starting to focus more on the quality of data – its accuracy. In the conversations we had with partners and customers at DMEXCO, for example, it was clear that they’re focused on ways to ensure the quality and precision of the data they purchase for campaigns and activations. And with recent GDPR and privacy crackdowns, the provenance, recency, and origin of data are more important than ever. Focusing on data quality and accuracy, not scale, is the future of our industry.

Also Read: TechBytes with Adam Solomon, Chief Marketing Officer at Lotame

What changes/growth are you expecting in the data space over the next year?

There are changes for advertisers and publishers. Let’s talk about the publisher’s side. We work with some of the biggest and most sophisticated publishers in the world, from Hearst to the Ozone Project, which is comprised of the UK’s most prestigious news publishers. (In fact, we just announced that relationship and we’re very excited about it.) Because of this experience, we’re in tune with the myriad of data challenges publishers are facing.

From privacy regulations like GDPR and the CCPA to browser changes from companies like Mozilla and Apple, publishers are grappling with how to appropriately collect and activate their data to fuel content creation, sell inventory and deliver effective ads. Unfortunately, in response to those changes, some data tools are taking advantage of slick marketing, promising publishers a one-note solution to GDPR and CCPA that focuses solely on creating more first-party data opportunities. But that’s not where the industry is.

The business has evolved beyond that, where information has to be passed outside of the browser. Publishers need data solutions that serve as “pipes” – that help them share audience data across environments and partners. Those that don’t have that are losing out on revenue opportunities.

Read Also: MarTech RADAR 2019: Top 250 B2B Technology Companies You Should Follow

On the advertiser side, first-party data has become increasingly valuable as things like cookie-blockers, ITP, and GDPR limit access to data. We expect that trend to continue to grow over the next several years, especially as more privacy legislation comes into play. Additionally, we at Lotame saw a 1,200% year-over-year growth in second-party data adoption in April. This explosive growth of second-party data demonstrates the impact privacy regulation and transparency needs have had on data strategies. In the post-GDPR era, data buyers require assurances as to the quality and precision of the data they purchase for campaigns and activations.

Second-party data gives buyers that knowledge and comfort so we anticipate that we’ll continue to see the usage increase. There is also zero-party data, which is data that customers willingly share with marketers. Hailed as the avenue to rebuild trust and create meaningful connections with consumers, we’ll see the use of zero-party grow, especially with continued regulation over the collection and use of audience data.

Also Read: TechBytes with Evgeny Popov, Global Vice President at Lotame

How to Make Sure Your Sales Proposal Process Isn’t Putting Your Company at Risk

How to Make Sure Your Sales Proposal Process Isn’t Putting Your Company at Risk

uplandsoftware logo With GDPR regulations now well underway, compliance has become the watchword for companies of all sizes and in all industries. Each one must ensure that every bit of content it produces and shares adheres to internal and external standards – and Marketing and Sales content has not escaped this scrutiny.

According to an Upland Qvidian survey, pulling together a winning Sales proposal or response to an RFP typically involves at least five people depending on the size of the company, as well as dozens of pieces of content, pulled from various places within the organization. If there isn’t a reliable system in place for ensuring that every piece is compliant with the most up-to-date standards, companies are exposing themselves to serious risk. Essentially, the very process of building its customer base may open it up to noncompliance vulnerabilities.

So how can you ensure that your Sales proposal initiatives are not putting your company at risk of noncompliance to GDPR?  You should be asking the following four questions:

Can Your Teams Easily Access the Most Up-To-Date Content?

Tracking edits to content is important, but if those edited versions aren’t stored in a central, easy-to-navigate library, the chances that your proposal teams will be able to locate and use that content are slim. Creating a library with all approved key messages, assets, and other responses will help your teams locate the important content they need with a minimum amount of effort—and minimal risk that they will use noncompliant or outdated information.

Are You Using Manual Methods to Track the Content in Proposals?

Some organizations still track all their content manually, often in Excel spreadsheets or other internal databases. In addition to being a very time-consuming, labor-intensive process, this leaves plenty of chances for error. Proposal and Sales teams can unknowingly use outdated or non-compliant information—or even just content that no longer fits current brand guidelines. Not only does this create opportunities for potential fines, but it also hurts the brand image by creating inconsistencies in tone, as well as a reputation for mishandling information during the Sales process.

Does Your Workflow Enable Sales Teams to Work Efficiently?

Be sure that the tools you’re using enable efficient workflows. Changes should be tracked and logged even after they’re accepted, and changes should sync automatically to ensure that every change is reflected in the version of the content that is available to the whole team. Streamlined review cycles and detailed reports on content performance and usage help teams stay both compliant and effective.

Are You Creating Audit Trails?

This is especially important in highly regulated industries, such as financial services. Compliance and audit teams will need to see who reviewed approved content, and when and what changes they made. Time spent manually gathering that information after the fact is the time that your teams could be using to complete new RFPs and attract new prospects. Clear audit trails also help ensure that all required parties have approved the content in question. Trails created in tracked changes disappear once those changes have been accepted, so it’s important to ensure that the tracking system you use can maintain records of changes and authors even after the content has been finalized.

Adherence to GDPR and other data privacy regulations, along with other content compliance requirements, are only growing globally to keep pace with an increasingly data-driven world. For Proposal and Sales teams on the front lines representing their companies, putting the controls in place to ensure compliance is being met not only can help them avoid fines and damage to their reputations, but they also can help them put their best foot forward and deliver compelling proposals that can seal the deal.

Read more: 4 Tips for Scaling Your Event Programs in the GDPR Era

From Billboards to Big Data: The Future of Advertising Amid the Rise of Emerging Tech

From Billboards to Big Data: The Future of Advertising Amid the Rise of Emerging Tech

zilliqa logo The Golden Age of Advertising saw the shift from print to the earliest iterations of digital, amid the rise of broadcast and television, following shoppers into their homes and propelling advertising towards the personal. With the birth of market research, Personalization became more of a science than an art,  enabling advertisers to better target their efforts and paving the way towards big data as we know it. In 2019, programmatic advertising – a new niche in Digital Advertising – is set to become an $84 billion industry.

Programmatic advertising is estimated to account for 65% of global ad spends and is projected to see exponential growth over the next few years. To capture this value, businesses must use automation and data to target advertisements to user preferences. The implications of this span far and wide, from the challenges of being privacy compliant in the face of stringent data regulations such as GDPR, to the perennial problem of ad fraud and ensuring that advertisements are brand-safe. There is a tremendous potential for Blockchain to tackle such issues endemic to the advertising supply chain, namely transparency, automation, and decentralization.

Data-Driven or Distressed by Data?

In the 90s, widespread access to the Internet presented unparalleled opportunities for consumer engagement. For advertisers, the transition from traditional to digital ushered in a new era of advertising, characterized by consumer profiling and personalization. Over time, the rise in data breaches, hacks, and controversies as a result of data gathering practices, has led to increased debates surrounding privacy and misuse of information. Most notably, the Facebook-Cambridge Analytica scandal resulted in a staggering 87 million users whose personal information was improperly leaked to the consulting firm.

In line with the increasing regulatory focus on personal data protection, data-driven advertising has now been met with greater scrutiny, indicating the need for a closer look at why data is being collected and how it will be treated. Indeed, 71% of the US-based consumers have expressed that they trust brands with their personal information. In such an environment, it bears merit to bring data autonomy back to the user, effectively putting the task of personalization back in the hands of the consumer. Besides the urgently needed required regulatory changes, can technology itself provide solutions to some of the problems it has caused?

Within the Blockchain space, several projects are working to tackle this issue actively, with some allowing for users to be rewarded for brand interactions or to monetize their data as it’s collected by advertisers in order to receive far better-targeted ads. Some platforms, for example, reward users with discounts and rebates when they interact with their brand partners. Blockchain also has the ability to show users which companies have access to their data and allows them to stop sharing the information when they choose. Within a distributed, transparent system, users are granted greater agency over their own data, allowing them to choose what information should be shared, how it’s being shared, and with whom.

Verified Views or Funding Fraud?

Ad fraud has been a long-standing issue in the Digital Advertising sector amid the shift towards programmatic and automated means of real-time bidding. After a research study in 2015, the Association of National Advertisers (ANA) concluded that 100 percent of the ad campaigns it analyzed had been served to automated software programs known as bots, with up to 30 percent of the funds for these campaigns wasted on non-human impressions — a problem the ANA believes could cost a cumulative $50 billion per year in the U.S. by 2025. Programmatic ad buys also displayed higher levels of fraud than direct media buys, with programmatic videos being served 73% more bots than the study’s overall average.

It was estimated that ad fraud takes about $1 for every $3 spent on digital ads, and according to a 2017 report, global advertising revenue wasted on ad fraud could amount to $16.4 billion in that year alone. Such staggering financial losses underscore the need for a solution to help the Marketing ecosystem manage their media investments with far greater transparency and control, particularly when battling a  backdrop of increasingly sophisticated fraudsters. The pervasiveness of ad fraud can be attributed to the opaque and complex network of platforms and agencies, but the implementation of solutions built Blockchain could likely combat these issues, making the potential savings in advertising dollars a huge benefit for both advertisers and publishers.

Amid the automation offered by programmatic advertising, Blockchain has the potential to add a new layer of transparency and accountability to the advertising supply chain ecosystem, empowering stakeholders to verify the placement of their campaigns and measure ad impressions with no bias from intermediaries. At Zilliqa, we worked on Project Proton, which aims to make advertising more efficient and transparent.

Impressions derived from multiple data sources can be aggregated in near real-time without the need for intermediaries. Smart contracts on Zilliqa’s high-throughput blockchain will then process these transactions, giving all parties in the programmatic chain visibility over transactions throughout the course of an advertising campaign. As smart contracts are self-executing pieces of code on the Blockchain, it reduces the ambiguity in business rules. Settlements can be automated in accordance with contract parameters to ensure that only impressions that meet the advertisers’ conditions are paid.

For example, an advertiser can set a condition that only pays out ad spends to impressions deemed viewable under brand-safe context. Such technologies have the ability to generate even greater cost-efficiencies to optimize the current business model in place in the Digital Advertising industry today.

In the wake of data privacy scandals, heightened regulations, and deteriorating trust in digital companies, marketers have their work cut out for them in setting consumers’ minds at ease when it comes to the security of their personal information. While the power of personalization reigns supreme, resting on the promise of regulatory frameworks simply isn’t enough. With this in mind, the advertising industry needs to build customer trust by shifting towards a model of greater accountability that prioritizes the consumers’ right to privacy and ethical data use, while improving the transparency with other players in the space. For this, blockchain could be the answer.

Read more: The State of Programmatic Advertising: Why Mobile In-App Programmatic will be Really Different in 2020

Building and Maintaining Digital Trust and Brand Loyalty: A Three-Step Process

Building and Maintaining Digital Trust and Brand Loyalty: A Three-Step Process

Businesses that successfully achieve digital transformation don’t just complete it overnight. Transformation has many key components and best practices, and it’s a continuous process. When it is achieved though, these digital enterprises have the opportunity to prosper, build customer trust and maintain brand loyalty. As we engage with customers through more digital channels, maintaining their trust, in particular, becomes a highly paramount component to keeping your business afloat and prosperous. In recent years, customer trust – specifically through digital channels – has fallen low. Looking at the long list of breaches, cyber hacks and misuses of customer data within large corporations (Facebook, British Airways and Marriott come to mind) it’s not hard to understand the hesitant attitudes of customers.

Parallel to these issues, companies are relying more and more on digital channels to connect with their customers and drive B2B commerce. After all, buying online and talking to chatbots (e.g., Amazon Alexa, Apple Siri and Google Assistant) are societal norms. With this in mind, it’s critical for enterprises to take a step back and look at the way they are building customer trust – from tapping into the right customer data in a way that doesn’t cross privacy laws, to prioritizing transparency and individualized support tailored to each customer.

This article discusses three best practices for B2B digital enterprises to reshape the way they build customer trust and maintain brand loyalty.

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Rule #1: Respect Customer Privacy

 With privacy laws such as GDPR and the California Consumer Privacy Act popping up to add extra layers of security in the everchanging digital landscape, it’s clear that respecting consumer privacy is top of mind in all aspects of society. That said, the responsibility for brands to create a personalized experience for each customer – without falling in the “creepy” line – is still prevalent.

The goal here with respecting customer privacy and also creating a personalized experience is to show consumers that you’re committed to respecting the relationship they have with your brand. While businesses today have mounds of data readily available at their fingertips, if a consumer “opts out” of having their data dissected, it’s the enterprise’s top priority to make sure that consumer feels understood and respected. If the customer starts seeing a tailored experience when they have asked to not receive personalized data, the brand will lose customer trust (and loyalty) in an instant.

On the flip side, if a consumer “opts in” to a tailored digital experience, it’s up to the brand to ensure that it’s the best-personalized experience among competitors.

Rule #2: Maintain Transparency

 Being transparent is one of the most important aspects of building and maintaining a strong foundation of consumer trust and loyalty.

One way to build transparency is by offering free trial periods, which allow customers to know exactly what they’re buying and if it’s truly the right fit for their organization. The saying, “Would you ever buy a car without test driving it first?” applies well here. Offering trial periods for B2B products allow customers to feel confident in their purchase when the trial period comes to an end. Customers use this opportunity to properly evaluate whether or not a product meets the challenges or needs they are seeking to address, without needing to make a purchase first. If they decide not to purchase, there are no hard feelings toward your brand – and they may even come back for another trial offering that does fit their needs, because there is a sense of trust and goodwill that has been built during that trial period. This shows that you are a transparent brand that respects customers and wants to ensure the best possible experience is provided – regardless of a purchase. This in return builds customer trust and brand loyalty.

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Rule #3: Be Helpful Along the Entire Journey 

 This should go without saying, but you’d be surprised as to how many enterprises are only helpful during the transaction process. Customer service takes many shapes – in-person, over the phone, via online chat features – and during digital sales. It’s especially important for consumers to feel they are able to speak with someone at any time.

For the most part, B2C companies do a great job at supporting the entire customer journey and experience, infusing the same support systems for in-person interactions to their digital journeys. With this in mind, B2B companies should look to them as models for how to provide exceptional service for digital sales. Moreover, B2B brands are held to an even higher standard in supplying support from a digital perspective, as their customers are used to the high-touch services of field sales teams.

Today’s generation of digital consumers want quicker, more seamless online options, but brands must not allow service to drop because the customer is no longer face-to-face with a sales rep. Customers still expect support and guidance throughout their digital journey – and it’s important to show consumers that you are committed to their digital experience. That means if they want to speak to a customer service representative on the phone, your brand should have a person readily available; and if they want zero communication, be sure to respect their privacy.

At the end of the day, customers come to enterprises with a problem in hopes that it can be solved with a service or product, and it’s in the brand’s best interest to meet them with a solution that solves their problem and meet (or exceed) their goals, however possible. While there isn’t a blanket strategy that can be utilized by all companies, implementing these three rules outlined here can serve as a great starting point to build digital trust and maintain brand loyalty.

Read More: A Finer Sieve: The Role of CDP in Business Transformation

SRAX Continues its Global Expansion of BIGtoken, Enabling Consumers in the EU to Own and Earn from their Digital Data

SRAX Continues its Global Expansion of BIGtoken, Enabling Consumers in the EU to Own and Earn from their Digital Data

Global data payment features have been released enabling all users to earn from their data

SRAX, Inc., a digital marketing and consumer data management technology company, announces the launch of its BIGtoken platform within the 28 member countries of the European Union (EU).

SRAX’s entry into the EU’s €40.5 billion ($44.7 billion) ad spending market enables European consumers to extract value for the use of their data by being paid for their data through the BIGtoken application. With BIGtoken, European consumers can profit from the data marketplace along with the manufacturers, consumer product companies, marketing firms, and brands that use BIGtoken to collect accurate information about consumers while operating in the standards of GDPR.

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In addition, SRAX announces that it has enabled data payments for all BIGtoken users outside of the United States. This expansion comes just a few months after the company began offering cash and gift card data payments to U.S. users in exchange for their data. Moreover, SRAX plans to offer BIGtoken in multiple languages to ensure all users are able to take control of their data, no matter what language they speak.

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“With the addition of the EU markets, SRAX is excited to complete the global rollout of BIGtoken,” said Kristoffer Nelson, COO at SRAX and co-founder of BIGtoken. “With our rapidly growing worldwide user base, we now have the largest footprint in the global market for enabling consumers to have control and compensation for their data. We believe data rights are human rights, and people all over the world should have transparency, choice, and compensation for their data.”

BIGtoken continues to revolutionize advertising and data management for both consumers and advertisers all over the world. BIGtoken rewards consumers for participating in the sales of their digital data and, in turn, is able to generate high-quality data for advertisers that will pay a premium to have access to better, machine learning verified information for their campaigns.

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Is Your Sales Proposal Process Putting Your Company at Risk?

Is Your Sales Proposal Process Putting Your Company at Risk?

Solid Strategies to Ensure Compliance to GDPR for Your Sales Proposal Process

In our post-GDPR reality, compliance has become the watchword for companies of all sizes and industries across the globe. Each entity must ensure that every bit of content it produces adheres to both internal and external standards – and Marketing and Sales content has not escaped this scrutiny.

According to this Upland Qvidian survey, pulling together a winning Sales proposal or response to an RFP typically involves at least five people, as well as dozens of pieces of content, pulled from various sources within the organization. If there isn’t a reliable system in place for ensuring that every piece of content is compliant with the most up-to-date standards, companies are exposing themselves to serious risk. Essentially, the very process of building a robust customer base may open up companies to noncompliance vulnerabilities – an anxiety-producing thought.

So how can you ensure that your Sales proposal initiatives don’t put your company at risk for GDPR noncompliance? You should be asking the following four questions:

Can Your Teams Easily Access the Most Up-To-Date Content?

Tracking edits to content is important, but if those edited versions aren’t stored in a central, easy-to-navigate library, the chances that your proposal teams will be able to locate and use that content might be slim to none. Creating a library with all approved key messages, assets, and alternate responses will help your teams locate the important content they need with a minimum amount of effort—and minimal risk that they will use noncompliant or outdated information. 

Are You Using Manual Methods to Track the Content in Proposals?

Some organizations still track all their content manually, often in Excel spreadsheets or other internal databases. In addition to being a very time-consuming, labor-intensive process, this practice increases the chance of human error. Proposal and Sales teams can unknowingly use outdated or non-compliant information or may uncover old content that no longer fits current brand guidelines. Not only does this introduce opportunities for potential fines, it hurts the brand image by creating inconsistencies in tone, as well as a reputation for mishandling information during the Sales process.

Does Your Workflow Enable Sales Teams to Work Efficiently?

Be sure that the tools you’re using enable efficient workflows. All changes should be tracked and logged even after they’re approved, and changes should sync automatically to ensure that every update is reflected in the version of the content that is available to the whole team. Streamlined review cycles and detailed reports on content performance and usage help teams stay both compliant and effective. 

Are You Creating Audit Trails for Transparency, Future Tracking, and Compliance?

This is especially important in highly regulated industries, such as financial services. Compliance and audit teams will need to see who reviewed the approved content, and when and what changes they made. Time spent manually gathering that information after the fact is the time that your teams could be using it to complete new RFPs and proactive proposals.

Clear audit trails also help to ensure that all required parties have approved the content in question. Trails created in tracked changes disappear once those changes have been accepted, so it’s important to ensure that the tracking system you use can maintain records of changes and authors – even after the content has been finalized.

In an increasingly data-driven world, adherence to GDPR and other data privacy regulations is critical to keep pace and ensure consumer confidence. For Proposal and Sales teams on the front lines, putting the right controls in place to ensure compliance is being met will not only help avoid fines and damage to your company’s reputation, but it’s will also help them to put their best foot forward and deliver compelling proposals to score the next big win.

Read more: GDPR Anniversary: Consent and Data Transfer Still Concern Marketers

Lotame Sees 1,200% YoY Growth in Second-Party Data Adoption Globally

Lotame Sees 1,200% YoY Growth in Second-Party Data Adoption Globally

Company also taps data expert from L’Oréal, MediaMath & Yahoo as GM of Global Data Marketplace as second-party data adoption skyrockets in response to regulation and calls for transparency

Lotame, the world’s leading unstacked data solutions company that helps publishers, marketers and agencies find new customers, increase engagement, and grow revenue through audience data, announced 1,200% year-over-year growth in second-party data adoption from April 2018 to April 2019 based on usage of Lotame’s 2nd-Party Data Marketplace.

“With our 2nd-Party Data Marketplace, we have built the pipeline to a new era of data connectivity in the digital ecosystem,” said Evgeny Popov, Head of Global Data Solutions at Lotame. “We are making it possible for parties — whether you’re a marketer or a publisher — to connect to transparent datasets directly from the source at global scale. The demand for a partner that can enable that is at a fever pitch and we are excited to meet the opportunity.”

Lotame’s 2nd-Party Data Marketplace provides a safe and secure peer-to-peer exchange for data owners and buyers to connect, directly discover and size target audiences, free from the inefficient and costly process typically associated with third-party data providers and aggregators. It offers unique capabilities in the industry such as allowing DSP buyers who aren’t Lotame platform customers to connect and buy second-party data directly from Lotame partners who are. Lotame partners with over 50 activation partners including Google, Twitter, The Trade Desk, AppNexus, and more.

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In addition to outstanding yearly growth, Lotame has seen a stunning 300% rise in revenue over the first four months in 2019 alone. In February, Lotame announced a 273% increase in global revenue since 2017, meaning that they have more than quadrupled their growth over the last several months.

“The explosive growth of second-party data also demonstrates the impact privacy regulation — such as GDPR and the CCPA — and transparency needs have had on data strategies,” added Popov. “With the use of second-party data, marketers and publishers gain a much needed sense of security since they know the source and trust the reliability. In a transparency-driven marketplace, data buyers require assurances as to the quality and precision of the data they purchase for campaigns and activations. The key for us is directly connecting data buyers to data sellers, so they know exactly where their data is coming from, how it is being sourced and can then ensure high-quality data at scale having direct conversations on needs and expectations.”

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The upward trend towards second-party data also presents a new revenue stream for publishers and brands. Late last year, Lotame conducted research that found one-third of brands and publishers are actively creating new monetization opportunities by becoming second-party data sellers, leveraging the demand for data quality for their benefit. In the recent report, The Forrester Wave: Data Management Platforms, Q2 2019, analysts recommended Lotame for publishers who want to “monetize their first-party data and use audience insights to customize new content or products,” as well as for marketers who want to “forge direct relationships with publishers or other advertisers.”

In response to its rapid growth, today, Lotame has also announced that it has tapped Aruna Paramasivam to serve as GM of Global Data Marketplace, a new role within the company. Paramasivam is recognized as a data expert in the advertising industry and joins Lotame after serving in roles such as Head of Data Acquisition & Partnerships at L’Oréal and Head of Audience Partnerships at MediaMath. She also spent several years at Yahoo working in audience platform implementation roles. Paramasivam will be overseeing global data acquisition efforts to balance market demands, and primarily focusing on niche and specialized data sets that provide high data quality at scale.

“As privacy regulation continues to spread and marketers increasingly require transparency, we’re seeing savvy publishers with trusted first-party data advantages,” said Paramasivam. “Challenged to compete against the duopoly, publishers are leveraging this demand for high-quality audience data to monetize their own first-party data. Clearly, the benefits of second-party data are resonating with marketers and publishers alike and we expect this number to only continue to increase in the coming years.”

Paramasivam continued, “Brands like Lonely Planet and eDreams are participating in Lotame’s 2nd-Party Data Marketplace and leveraging their core travel expertise to create specific and coveted travel audiences based on searches, purchases and research activity through their own sites. Being a data seller, Lotame also has the ability to educate its sellers and match them with the appropriate data buyers. For instance, if a CPG brand client is looking to launch new travel size products, Lotame could connect them with Lonely Planet or eDreams to reach frequent travelers with precision and scale, facilitating the connection, pipes and activation.”

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eDreams ODIGEO, one of the world’s largest online travel companies, under its four leading online travel agency brands, eDreams, GOVoyages, Opodo and Travellink, and the metasearch engine, provides access to the largest audience of travelers in Europe with 1.7 billion monthly searches on their websites. “Our 261 websites and Apps are a go-to destination for travel-hungry audiences,” says Zaida Salie, Director Media Services at eDreams ODIGEO. “From searches, purchases and research conducted across our sites, we have built one of the most unique travel audience data assets in the world. Lotame’s 2nd-party data marketplace supports us in helping brands reach frequent travelers with greater precision and scale.”

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Daily MarTech Roundup: The 5 Coolest Things in Marketing and Sales Today

Daily MarTech Roundup: The 5 Coolest Things in Marketing and Sales Today

Today’s Daily MarTech Round-up covers latest in Cloud, Marketing Analytics, Automation, Customer experience AI and ML announcements from DealSignal, Scoop, Enjoy Inc., LG Electronics,  and IRI.

DealSignal Introduces CRM Data Health for Salesforce

DealSignal, the leading on-demand B2B marketing data provider, announced a new CRM Data Health module designed to help marketing and sales teams continuously refresh, enrich and reverify the leads, contacts and accounts in their Salesforce CRM with complete, accurate and GDPR-compliant data. Rather than comparing dirty CRM data against other static data sources that may themselves be outdated, DealSignal CRM Data Health takes a dynamic, on-demand enrichment and verification approach that uses both AI and human intelligence to ensure near-perfect accuracy.

AI-powered Conversational Analytics Platform, Scoop to Help Brands Glean Unique Insights From all Customer Conversations Across Voice, Video, and Text

In a recent development that highlights how rep-customer interactions can be leveraged to gain market intelligence, Scoop, a Netcore incubated startup, has developed an AI-powered conversational analytics platform designed to help Inside Sales teams to maximize sales conversion optimization.

LG Introduces AI-Powered Customer Care Service

IFA 2019 will be the European launching pad for LG Electronics’ (LG) innovative AI-infused customer service solution, Proactive Customer Care. The service leverages the company’s advanced ThinQ AI to provide personalized support, alerting users to issues with their LG appliance and offering helpful tips and solutions to maximize performance and long product life.

Enjoy E-Commerce Platform Expands to UK Backed by New Funding

Enjoy Inc. (the “Company”) announced that it has secured a significant investment from LCH Partners (“LCH”), L Catterton’s new consumer technology platform. This Series C growth round brings the total investment in Enjoy, which launched in May 2015, to more than $350 million. Other previous investors include Riverwood Capital, Stamos Capital, Kleiner Perkins, Highland Capital, and Oak Capital Management. The capital raise will be used to accelerate innovation and international growth.

IRI Joins Forces with Vistar Media to Measure Sales Lift from Digital Out-of-Home Advertising

IRI, a global leader in innovative solutions and services for consumer, retail and media companies, and Vistar Media, the leading programmatic technology provider for digital out-of-home, announced that they are joining forces to provide a breakthrough offering to measure the direct sales impact of exposure to digital out-of-home (DOOH) advertising.

To participate, write to us at

TechBytes with Dave Brunswick, VP of Solutions at Cleo

TechBytes with Dave Brunswick, VP of Solutions at Cleo

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

In my current role as VP of Solutions, I lead the solutions team which sits at the intersection between business and technology at Cleo. We work with our customers to understand their end-to-end business processes, where they might be experiencing challenges, and show how Cleo’s technology can fix those issues. Our key focus is on technology for ecosystem integration – enabling our customers to build out end-to-end integrations between their partner ecosystem and internal and cloud environments and maintain visibility and governance over those integrations. We give companies the power to quickly identify risk, address data errors, pinpoint potential compliance violations, and rapidly resolve issues, allowing them to maintain compliance with everything from HIPAA and GDPR, to customer SLAs and other industry mandates.

Will GDPR continue to impact data companies? How?

GDPR will absolutely continue to impact data companies. Since GDPR went live in 2018, more than 95,000 complaints have resulted in sizable fines for some of the world’s largest retailers, including Amazon, Apple, and Google. GDPR fines continue to be issued on a monthly basis – mainly to companies based in Europe – but the actions so far have shown the regulations have real teeth and the fines can be substantial. In the Netherlands, for example, regulators fined a Dutch bank €48,000 for its failure to respond in a timely fashion to a customer’s request to see data.

While the European GDPR legislation led the way, it’s now been rapidly followed by the California Consumer Privacy Act (CCPA) which was signed into law in June 2018 and will take effect in January 2020. Nine other states already have similar legislation in draft form based on either GDPR or CCPA.

My prediction is that the other shoe is still to drop for companies based outside the EU, so data companies need to keep a tight focus on these requirements and those coming down the track such as CCPA.

How does Cleo tackle the various Data Management challenges that enterprises encounter?

In an effort to understand data privacy regulations and maintain compliance, it’s become clear that a large number of organizations simply don’t know the true whereabouts of their customers’ data, never mind how that data is being used. One of the key challenges many organizations have is that their integrations between their internal systems and their customers, suppliers and trading partners’ systems have evolved over time. They end up with a spaghetti of integrations that are difficult to control and govern, let alone audit and maintain compliance with data protection and privacy regulations.

Cleo provides a single integration platform that starts with a focus on external interactions – looking at end-to-end business flows from the outside-in – to create a consistent, controllable and auditable integration solutions.

What is the role of AI, ML, and DevOps in your current tech roadmap to build B2B solutions?

Let’s start with DevOps. This has simply become the way that organizations develop, deploy and manage software. For Cleo’s cloud offering, DevOps is a fundamental tenet of how the system is managed, maintained and upgraded. The more reliable and streamlined the pipeline, from development to production, the more rapidly and reliably we can innovate to bring new capabilities to our customers. We then share the best practices and components from our own cloud to customers who wish to deploy Cleo’s software within their own cloud or data center.

AI and ML get more to the heart of the future of integration technology. At Cleo, we have many years of experience working with thousands of customers on B2B integrations. This gives us an extensive set of base data to build from and provide more automated integration building functionality. We split this into two tracks – “smart integration” and “intelligent assisted integration”. For us, “smart integration” implies that we have enough data and experience of the integration flow being built that we can provide an automated template that fully encapsulates the integration flow – making it effectively a “plug and play” solution.

“Intelligent assisted integration” on the other hand, provides recommendations and guidance where we don’t have enough data to recommend a full smart integration. Our experience has shown that suggesting complete automation templates with an incomplete data set leads to a longer integration time. This is due in part to the fact that the integrator has to dissect and understand the output of the automated process in order to fix issues, which can be more time consuming than doing the integration from scratch. For these integrations, we get the greatest ROI by using intelligence to guide the integrator to the right path, rather than trying to automate the whole process and then leaving the integrator with the job of picking up the pieces.

How is the North American Data Integration market different from European and APAC markets? How do you plan to grow your customer base in the lagging markets?

We see a more conservative approach to Data Management in Europe from that in North America. Europe is typically more regulated in general, particularly when it comes to privacy and data protection. GDPR can be seen as the output of this approach rather than the cause.

Tell us more about your Big Data initiatives for B2B platforms. How do you ensure seamless integration with vendors providing CRM, Marketing Automation, Contacts and Email, Customer Service and Personalization platforms?

Cleo focuses on providing an on-ramp to big data environments, regardless of where that data lives and how it can be retrieved. We provide direct connectors to the major data platform (Hadoop, Cloudera, S3, Google Buckets, Azure Blobs, etc.) along with a large range of B2B protocols and database connectivity in order to get data from customers, systems, and partners. We combine this with an extensive list of connectors to get data directly from major applications, such as Amazon Marketplace, NetSuite, SAP S/4 Hana, Salesforce CRM, Magento, Shopify, etc.)

To take advantage of Big Data analytics, the first challenge is to get the data into the right location and format, the second challenge is performing the analytics, and the third is to keep the data up to date. We focus on the first and third of those challenges, both of which directly tie back to compliance pain points companies commonly experience.

What message do you have for businesses that are yet to leverage cloud-based IT capabilities for sales and marketing?

Are there still such businesses out there? Seriously though, nearly all of the truly innovative suppliers of Sales and Marketing systems are providing these capabilities through a cloud service, so businesses will be forced to move to these systems at some point to maintain competitiveness. If you do not already take advantage of cloud-based IT for Sales and Marketing, you’d be best served to get started sooner rather than later.

What tips do you have for Sales and Marketing organizations who don’t have control over their customer data?

This isn’t a problem that will go away. Neither is it a problem you can address by simply bringing in a consultant to tick the GDPR boxes. If you haven’t done so already, you’ll need to go through a full discovery process to identify where your customer data exists, how it’s being used, and most importantly, where it is being exchanged between internal systems and business partners. Once you have a handle around where the data is and how it flows, the next step is to rationalize that ecosystem so you can gain visibility and control over the data itself. While some of the wold’s biggest companies might see these compliance fines as a mere cost of doing business, it could be the end of the line for the mass majority businesses.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Dave” tab_id=”1544703828363-a2e4ed67-8a79121f-faf64563-e50d”][vc_column_text]Dave Brunswick leads Cleo’s pre-sales and solution support for North America. He brings more than 25 years of experience in technical sales, pre-sales, technology strategy, engineering, product management, and product development.

In previous positions, Dave has held senior consulting and architecture roles throughout the managed file transfer software market, serving as a senior technology leader at Axway and Tumbleweed Communications. He also has led systems research and development teams for a range of government, manufacturing, and transportation customers. He holds an M.A. in mathematics from Oxford University.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About Cleo” tab_id=”1544703828500-3cc3915e-077e121f-faf64563-e50d”][vc_column_text]cleo logoCleo is an ecosystem integration software company focused on business outcomes, ensuring each customer’s potential is realized by delivering solutions that make it easy to discover and create value through the movement and integration of enterprise data. Cleo helps companies build trusted relationships across their ecosystem today while providing all the control and visibility they need to advance their business tomorrow. The company’s flagship offering, Cleo Integration Cloud, is a single ecosystem integration platform available as a service in the cloud and on-premise deployments. Its flexible architecture delivers self-service or managed service models, enabling companies to connect, transform, integrate, orchestrate, and analyze the end-to-end application, B2B, and data integrations for improved visibility across their business ecosystems.

Bringing a unique “outside-in” approach to business process optimization, Cleo empowers technical and business users to make better decisions, create stronger relationships with trading partners, drive business continuity, and accelerate growth as integration requirements change.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

4 Tips for Scaling Your Event Programs in the GDPR Era

4 Tips for Scaling Your Event Programs in the GDPR Era

splash logoIt’s no secret that events drive revenue (in a Harvard Business Review study of 739 executives, 52% of brands say events drive more ROI than any other Marketing channel). And now that brands can prove it, the fastest-growing companies are doubling down on this beloved Marketing channel and looking to scale and grow their event programs.

But here’s the thing: there’s hosting more events, and then there’s streamlining and establishing your processes and systems to ensure you’re compliant with all data processes. If you want to scale, you need to do both. Below are my tips to ensuring you’re building a scalable event program while staying GDPR compliant.

The elephant in the room: GDPR

It’s been over a year since the General Data Protection Regulation (GDPR) — the EU’s data privacy regulation — went into effect, but that doesn’t mean it shouldn’t be top of mind. For event organizers, GDPR boils down to ensuring that the information you collect from event participants is accurate across all of your systems and that you have proactive consent to collect and store that information in the first place.

It may seem like a tall ask, but I’ll let you in on a secret: a more accurate database usually means a more engaged database. Those who opt-in to receive your Marketing communications will respond faster and engage more often.

Here are some tactical ways to scale your event program while staying GDPR compliant:

1. Manage your events in one platform

The first step to building a scalable event program is using the right event technology. When you’re able to manage all of your events (no matter the size or event type) in a single platform, it eliminates confusion across teams and the possibility of duplicative or off-brand work, since everyone has access to all event information, all in one place.

This improves efficiency and enables your team to host more events, and also ensures that you can control your event data in a single (and secure) platform.

2. Minimize (or eliminate) manual processes

In events, manual processes (e.g. transferring RSVP data from an Excel spreadsheet into your Marketing Automation system) not only wastes time — they can lead to inaccurate event data.

When you integrate event data with the rest of your systems, you can automate event processes like data syncing, reminder emails, or post-event follow-ups, and you no longer have to worry about information being captured incorrectly or not making it into your systems in the first place. Even better: your team will save time and be able to focus their efforts on more strategic initiatives.

3. Use templates for all your assets

All of your events don’t need to look and feel exactly the same — but using templates for event landing pages and emails will allow you to create more events more quickly. Plus, the last thing you want is to grow your event program, only to find out that some of the events are off-brand.

Bonus: when you can leverage consistent registration forms that you know include the proper privacy language, this helps eliminate the possibility of any of your forms failing to be GDPR compliant.

4. Empower other teams to host their own events

Marketing is often responsible for strategizing and executing events, but this often isn’t the most scalable or realistic method. When you empower other teams (for example, Sales or Recruiting) to host their own events, it not only saves the Marketing team time but allows you to scale your event program massively.

When you use the right event technology, you can ensure the event assets that members of your team create are always on-brand and aligned with your overall strategy. This means no one-off or off-brand event pages, and no event data slipping through the cracks.

Read more: GDPR Anniversary: Where are We on Privacy a Year Later?