Marketing Evolution Scoops $26.1 Million Funding; Sets the Bar for Marketing Data Quality & Measurement

Marketing Evolution Scoops $26.1 Million Funding; Sets the Bar for Marketing Data Quality & Measurement

Continuing to Set the Bar for Data Quality, Measurement and Optimization in Marketing, Company Will Extend into New Geographies and Energy Markets

Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced $26.1 million in growth financing. The round was led by Energy Impact Partners (EIP), a leading utility-backed energy investment and innovation firm, with continued participation from existing investors Insight Venture Partners and Zetta Venture Partners. This round brings the total invested to date to $50.7 million. In addition, Lindsay Luger, partner at EIP, will join Marketing Evolution’s Board of Directors.

“In the energy market, every citizen is a customer. Utilities are constantly seeking ways to drive better engagement and enhance the customer experience”

Marketing Evolution was named a Leader in “The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018.” This funding supports continued innovation, specifically around its Marketing Measurement and Attribution Platform, which announced expanded features in February, empowering marketers with an automated data pipeline. The company’s focus on a new automated data pipeline process directly addresses findings from Forrester Consulting that 65 percent of marketers are concerned about the quality of their data, and other industry research that found more than 60 percent of marketers identified ‘improving marketing data quality’ as a strategic priority, and 44 percent said improving marketing data quality is a struggle to achieve.

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Additionally, the funding will be used to scale Marketing Evolution’s international growth and to continue to focus on customer success. Working with EIP, Marketing Evolution will also extend its solutions to marketers within the utilities and energy industry, arming them with tools to leverage massive amounts of data to drive key business decisions and better understand their customers.

“We proved that person-level marketing optimization with Artificial Intelligence (AI) will increase a marketer’s return on investment by 30 percent. The key is a fully automated data pipeline that can integrate a diverse set of data in real-time. We’ve deployed our experience working with over 75 of the world’s leading brands and $25 million of invested capital to build the world’s leading fully automated data pipeline,” said Rex Briggs, founder and CEO of Marketing Evolution. “With this additional round of $26 million in capital, we will deepen the use cases for marketing and business optimization to make it faster and easier to on-board and truly connect with customers in the most profitable ways.”

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The growing issue of bad data quality in marketing is a leading contributor to wasted media spend. Marketing Evolution developed the first marketing measurement solution to incorporate an extensive process for assessing and validating data quality into its standard product, from data arrival to ingestion and consumption, covering representativeness analysis and anomaly detection. Data quality assurance is one of the core pillars in Marketing Evolution’s product design and development.

“In the energy market, every citizen is a customer. Utilities are constantly seeking ways to drive better engagement and enhance the customer experience,” said Lindsay Luger, partner at EIP. “Marketing Evolution’s platform, which has been proven across several consumer-facing industries, is a perfect solution to help utilities optimize their outreach and offer a better energy experience for all of us.”

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Marketing Evolution Announces New Industry Standard for Data Quality Assurance

Marketing Evolution Announces New Industry Standard for Data Quality Assurance

New Automated Data Pipeline Process Drives Better Result for Marketers

Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced enhancements to its Marketing Measurement and Attribution Platform, empowering marketers with an automated data pipeline. The new, first-of-its-kind data assurance process addresses the growing issue of bad data quality in marketing, a leading contributor to wasted media spend and overall marketing budget.

Marketing Evolution is the first marketing measurement solution to incorporate an extensive process for assessing and validating data quality into its standard product, from data arrival to ingestion and consumption, covering representativeness analysis and anomaly analysis. This capability speaks directly to a recent study conducted by Forrester Consulting that found that 65 percent of marketers are concerned about the quality of their data, and in other industry research, more than 60 percent of marketers identified ‘improving marketing data quality’ as a strategic priority, and 44 percent said improving marketing data quality is a struggle to achieve. Data quality assurance is one of the core pillars in Marketing Evolution’s product design and development.

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“Marketing measurement is complex business, but bad data quality renders it useless, with organizations reporting an average of $15 million per year in losses as a result. It’s an enduring problem that many marketers and marketing technology companies struggle to solve,” said Marketing Evolution CEO, Rex Briggs. “Marketing Evolution now solves this critical problem in a manner that is virtually effortless for companies to implement. We’ve made it simple, and what’s more, we’ve made fully automated, 24/7 data quality table stakes. Businesses can see the time savings; marketers can trust and verify their data quality. We are pleased to be setting the standard for how the industry needs to evolve.”

Key questions the Data Quality Assurance process verifies:

  • Has your data arrived in the correct format and in a timely manner?

  • Is the data representative of the true business and the consumers that the business aims to influence?

  • Does the data reveal the customer journey and allow marketers to examine converting paths to extract insights about media’s role in that journey?

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Benefits of the Data Quality Assurance product enhancements include:

  • Reduces waste in media spend

  • Greater understanding of consumer reaction to media exposure and campaign tactics

  • Ensures analysis and insights are based on quality data that is accurate and precise, and from the targeted audience

“At Marketing Evolution, we are dedicated to providing marketers with the tools they need to derive maximum ROI from their efforts. Solving data quality concerns is a game-changer, and helps them meet their strategic objectives,” said Marketing Evolution’s Chief Technology and Data Officer, Michael Cohen. “Moving forward, our roadmap includes incorporating new features addressing this and other challenges within the complex marketing measurement ecosystem.”

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TechBytes with John Matthews, President at Marketing Evolution

TechBytes with John Matthews, President at Marketing Evolution

[vc_row][vc_column width=”1/4″][vc_single_image image=”69560″ img_size=”400×400″][vc_column_text]

John Matthews
President at Marketing Evolution

[/vc_column_text][/vc_column][vc_column width=”3/4″][vc_column_text]Last August, Marketing Evolution added a Chief Data Science and Analytics Officer to the team — a nod to the inevitable shift toward increased data integration moving forward. In this context, we asked John Matthews, President at Marketing Evolution, his views on AI/Machine Learning completely transforming marketing measurement and analytics.[/vc_column_text][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][vc_column_text]Tell us about your role at Marketing Evolution and the team/technology you handle.

I serve as Chief of Staff to the CEO, handling the integration of the leadership team, the health of the P&L, and the strategic initiatives. Over my eight years of tenure in the business, I have led the teams that developed and introduced Marketing Evolution’s software, served as the company’s President, and have sold to and worked directly with our customers to help them improve their marketing effectiveness.

Why did you choose to publish a report on Person-Level Data Measurement?

Forrester estimates that by 2021, digital marketing spend in the US will be nearly $120 billion. But marketers are still using measurement methods and attribution models that aren’t detailed enough or accurate — that’s a lot of money being wasted on marketing. We set out to evaluate the state of person-level data adoption among marketers. We found that organizations generally understand and support the fact that they must master customer data at the person-level, but challenges remain, proven by the fact that they are still using disconnected marketing measurement and optimization approaches. These methods are holding many firms back from realizing the chief benefits of person-level data. The purpose of commissioning this data is to help inform us, the industry, and our peers about the benefits of this type of measurement, why it’s essential and the risks inherent to turning a blind eye.

As a specialist in behavioral science and research, how do you distinguish human attitude towards physical shopping versus online shopping?

Marketing Evolution’s measurement and optimization platform is differentiated in the industry with its capability to attach person-level attitude data — while a campaign is running — to person-level media exposure, location, web, consumer profile information, and purchase behaviors. That means we provide marketers with the unique ability to stitch together brand building efforts and consumer attitudes to individual shopping and purchase behaviors — and distinguish patterns between specific online and in-store shopping visits and outcomes. Armed with these cohesive person-level data sets and optimized answers coming through our software, Marketers then act on that information and insight to tune their media and messages to capitalize on consumer differences in both shopping venue attitudes and behavior, allowing the marketer to provide the best ad exposure and consumer experience possible.

What are your predictions on person-level data completely transforming marketing campaigns in 2018-2020?

Given the fact that consumers today have very high expectations in the way brands reach them and how they interact, it’s critical that marketers take advantage of every touchpoint to provide seamless experiences that align products and services across the channels they prefer. For marketers, this heavy emphasis on personalized marketing means their efforts to engage consumers need to be based on analytics derived from insights at the person-level, or they are taking a big risk in the relationship. My predictions are steeped in research: Marketers know they need to abandon independent measurements — our data finds that over 70 percent have already implemented or are currently expanding their customer data capabilities. Additionally,  a large majority of marketers (80 percent) say that access to person-level data would either improve or significantly improve their ability to execute on their high priority initiatives to grow revenue, improve marketing efficiency/ROI, increase brand influence and reach in the market and better leverage data/analytics in business decision-making.

What are the key takeaways from the report that address the challenges in data management and granular-level marketing intelligence?

72 percent of organizations are most often using a disconnected approach to marketing measurement and optimization so no matter how great your data is, if it’s not the right data or it’s not being used cohesively, it’s likely not telling the right story. This leads to decreased impact and ultimately, revenue. In addition, fewer than one-third of organizations meet what Forrester refers to as “maturity competency standards,” which scales specific criteria needed to optimize marketing measurement. Key barriers to person-level success are:

  • Data integration (28%)
  • Data management (26%)
  • Cross-silo data management (24%)

What do you think about AI/Machine Learning completely transforming marketing measurement and analytics?

Last August, Marketing Evolution added a Chief Data Science and Analytics Officer to the team — a nod to the inevitable shift toward increased data integration moving forward. Our platform succeeds based on the use of AI and billions of the data points that provide marketers using it with insights into recommended media, messages, and budget allocation. Clearly, these technologies are pivotal for successful measurement. At the end of the day, it’s this tech that has taken marketing from simple, rudimentary messages that “intruded” on the consumer, to a more refined process aimed at understanding the consumer. Because of these new complexities, more advanced, centralized and cohesive tools are necessary for successful measurement.

Thanks for chatting with us, John.

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

New Research Shows Person-Level Data Measurement Critical for Marketers to Reach Their Key Objectives

New Research Shows Person-Level Data Measurement Critical for Marketers to Reach Their Key Objectives

Marketing Measurement Requires Increasingly Timely, Accurate and Granular Data;99 Percent of Marketing Leaders Are Considering a Person-Based Approach

New research shows marketers are bullish to analyze their campaigns at the person-level — and have implemented or intend to adopt person-level customer data programs to ensure the efficacy of their marketing programs. Although marketers have more customer data at their disposal than ever before, the study also found that 71 percent of marketers are hampered by disconnected measurement approaches and tools, a costly inefficiency in a fiercely competitive landscape.

These findings come from “The Current State of Marketing Measurement and Optimization,” a commissioned study conducted by Forrester Consulting on behalf of Marketing Evolution to evaluate the state of person-level data adoption among marketers.

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Person-level data seeks to optimize every interaction at the user level by collecting and assigning data from any source to an individual. Traditional measurement has inhibited companies from identifying individuals across touchpoints — siloing customer insight by campaign and channel. And while there is still work to be done, companies are maturing their marketing measurement, adopting unified tools that enable person-based data.

The research showed that organizations Forrester identified as mature in their approach to measurement were 14 percentage points more likely to have experienced at least 15 percent revenue growth in 2017 compared to their less-mature peers. Similarly, these firms were 27 percentage points more likely to say they have had fully met all of their business objectives.

“Marketers need to support their decisions with data — and today, have more data than ever at their disposal to measure and optimize their customer interactions,” said Rex Briggs, CEO of Marketing Evolution. “A person-level approach overcomes the most common shortcomings that hamper measurement and attribution. It enables marketers to optimize every customer interaction at the person level — granularity that delivers business-level benefits, today and tomorrow.”

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Among the study’s additional findings:

  • Data management challenges persist. The survey found fewer than one-third of organizations meet what Forrester terms “maturity competency standards,” specific criteria to optimize marketing measurement. Decision-makers see data integration (28 percent), data management (26 percent) and cross-silo data management (24 percent) difficulties as key barriers to person-level success.
  • Marketers want more data — and to make better use of what they have. While over 70 percent have already implemented or are currently expanding their customer data capabilities, 71 percent are struggling to connect their tools into a more cohesive approach to measurement.
  • Marketing will lead the way to person-level data. Marketers’ history of working with customer data makes them uniquely positioned to drive person-level data strategies at organizations. Nearly half of marketers (47 percent) who use personal-level data believe that it has the potential to elevate the prominence of the marketing function — and most concur their company would benefit from having their marketing function spearhead this effort.
  • Person-level data helps marketers accomplish their objectives. A large majority of marketers (80 percent) say that access to person-level data would either improve or significantly improve their ability to execute on their high priority initiatives to grow revenue, improve marketing efficiency/ROI, increase brand influence and reach in the market, and better leverage data and analytics in business decision-making.

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Marketing Evolution Awarded Patent Recognition for Latest Innovation

Marketing Evolution Awarded Patent Recognition for Latest InnovationMarketing Evolution Awarded Patent Recognition for Latest Innovation

US Patent No. 10,032,121 Recognizes Development of Best Practice Engine

Leading provider of marketing analytics and attribution, Marketing Evolution, announced it was recently awarded a new patent by the United States Patent and Trademark Office. This patent, US Patent No. 10,032,121, recognizes the development of technology that gives Marketing Evolution and their customers a system and method for identifying and monitoring best practices of an enterprise.

“This latest patent extends Marketing Evolution’s commitment to innovation and technological advancement”

In order to remain competitive, many organizations seek to employ “best practices” and standard operating procedures in providing services and products to customers and in internal operations. Typical approaches to storing and retrieving the steps of these processes, however, have several shortcomings, including lack of centralization, organization, timeliness, and may be overly reliant on users to recognize the need for and to seek out a best practice.

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“This latest patent extends Marketing Evolution’s commitment to innovation and technological advancement,” said Rex Briggs, founder and CEO of Marketing Evolution. “This newly-patented process, combined with our other patents and innovations, gives our customers a unique and actionable process to learn and implement approaches that consistently focus on the highest and best use of company resources. It clearly demonstrates our ongoing commitment to be a leader in helping brands achieve higher returns on investment in their marketing, product development, and business operations – to the benefit of shareholders and ultimately consumers everywhere.”

Marketing Evolution has been granted four patents, including in the areas of methods for determining advertising effectiveness and for apportioning marketing resources to find the combination of message, creative, placement and tactic to drive the highest returns on marketing investment.

Global demand for the company’s AI-based technology for marketing optimization has been growing rapidly. Marketing Evolution’s current customers represent some of the strongest brands in the fastest growing segments including automotive, entertainment, financial services and retail.

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Interview with Rex Briggs, Founder and CEO, Marketing Evolution

Rex Briggs

[vc_row][vc_column][vc_row_inner][vc_column_inner width=”2/3″][vc_empty_space height=”40px”][vc_single_image image=”56396″ 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]“The biggest driver for the change is the growing awareness that B2B marketing isn’t really that different from B2C marketing.”[/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=”https://twitter.com/rexbriggs” profile_linkedin=”https://www.linkedin.com/in/rex-briggs-2811b3/”][/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 about your role and how you got here? What compelled you to start Marketing Evolution?

I love making marketing and ROI measurement useful to business people. I’ve always been driven by a need to better understand problems and develop innovative solutions. This is a trait that runs in my family. It started with my great grandmother’s work estimating parts for the building of planes during WWII and continues with my son building video games today. Early in my career, I had the privilege to build research operations from scratch, at an early point in the web’s development, including the first study to measure online advertising effectiveness beyond the click to uncover its impact on brand awareness, perceptions and purchase intent. My passion led me to found Marketing Evolution in 2000 where I am CEO. We solve the challenge of multi-touch attribution across all marketing channels. The software is easy to use and fast to onboard. And, I’m proud to say, the analytics we deliver are the most broadly independently validated in the industry.

How is the B2B tech industry different from when you started?

There are a lot of obvious changes that have occurred over the past 15 years. Marketing Evolution was really among the first companies in what has come to be known as the SaaS industry. Big picture, I see our industry contributing to the evolution of professionals from knowledge workers to insight workers. For example, we built into our company the “Best Practice Engine” to help our customers learn from the lessons others have learned. For example, we applied this system to help those fighting malaria to find out whether insecticides or bed nets would be more effective in stopping the spread of the disease. These insights were then pushed to the mobile phones of healthcare workers giving them the ability to apply the right intervention to the right people at the right time.

What marketing and sales automation tools do you use?

The two that come to mind, and upon which we rely pretty heavily, are Salesforce and HubSpot.

What would you say is the biggest driver for the change in the way B2B marketers leverage automation tools?

I think the biggest driver for the change is the growing awareness that B2B marketing isn’t really that different from B2C marketing. The customers and prospects of business services are driven to make decisions by many of the same factors as consumers. While there may be a few more people involved in the business acquisition process, just like their consumer marketing counterparts, B2B marketers are increasingly looking to better understand the needs and intents of their customers beyond the table stakes and requirements of an RFP. New tools are helping us tailor our value proposition to speak to those higher order needs we all share – wanting to make a smart decision and being the hero of the organization.

What are the core tenets of your marketing transformation strategy? How could marketers better benefit from your products for maximized sales opportunities?

I believe the world would be a better place if marketers had the tools to be more connected with their customers and prospects. The core of this belief is helping people more easily connect with the products and services they need, and perhaps reduce the distraction or annoyance of those they don’t. It may seem like a paradox, but technology provides marketers with the means to be more human – for brands to be more alive.

Being truly connected these days requires data, software and a critical ingredient – a brain. Marketing Evolution exists to provide the analytic technology to help marketers succeed. It delivers the decisions that help improve marketing return on investment, grow customer satisfaction and, ultimately boost the value of the company.

How do you see digital experience on the social media evolving with the maturity of AI/ML and voice? What challenges do you foresee marketers will face in this disruption?

I think the biggest challenge marketers will face with the emergence of AI and intelligent search is the increasing need for relevance. We have, for many years, forced or guided consumers with tools like predictive search to our brands. The need for a more robust search taxonomy, understanding that different consumers may be seeking the same product or service with vastly different inquiries is going to be key for AI-powered tools to match you with that request. To enable this, brands and their marketing teams will need to build smarter CRM systems and partner with those who can empower the one-to-one, person-centric marketing efforts these innovations will drive.

How do you prepare for an AI-centric ecosystem as a business leader?

The reality is that the future is data-fueled. Business leaders need to make sure their organization is gathering as much information about their customers, brand strength, marketing performance and employee satisfaction as possible. In fact, those companies who aren’t may already be facing a challenge in the marketplace as those with better data leverage these new tools.

How do you inspire your people to work with technology?

Well, given the nature of our business, our team is working with technology every day. But, for our business, technology is the only way we’ll be able to scale our company and grow our market share. My team understands the need for us to be looking for those innovative solutions that help us unlock next level growth for us and our customers.

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

Being on the road as much as I am, most of my life is managed through apps. I’m a big fan of Jira for helping to manage projects, workflow and improve accountability in our business. I use myCARFAX to help make sure our family cars are safe and well-maintained.

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

As an entrepreneur, it’s easy to fall into the trap of thinking that you have to be involved in every decision. I was probably guilty of this for longer than I would like to admit. My first big hack is empowering my team to make decisions and help move the business forward. The trick, of course, is making sure we all have a clear understanding of our mission and goals. I’m also a big believer in test-and-learn. My team knows I’d rather that they try something and learn than not try at all. On the personal front, over the past few years, I’ve been exercising more control over my calendar. I proactively set aside time to make sure I can find room to think about the business, work on my personal growth, or just recharge my batteries.

What are you currently reading? 

I’m currently obsessed with finding new insights to help our business grow. I’m reading:

“Traction” by Gabriel Weinberg and Justin Mares. It’s all about how companies can consistently grow and acquire new customers. The premise is that traction makes everything else easier—fund-raising, hiring, press, partnerships, acquisitions. It’s hard evidence that you’re on the right path.

“Life 3.0: Being Human in the Age of Artificial Intelligence” by Max Tegmark. This book explores how AI will affect crime, war, justice, jobs, society and our very sense of being human.

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

I was given some great advice early in my career about helping people play to their strengths. I try to approach every question about our team from that perspective. When we can, we give members of the team more opportunity to play to their strengths. On the flip side, sometimes we find that a person’s strengths may be better applied somewhere else. We don’t do anybody any favors having people stay with the company if the fit isn’t right.

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

Travis May

Thank you, Rex! 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 Rex” tab_id=”1501785390157-b58e162d-0ae25a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46d712-3b68db8f-23cbf38a-cd3c”][vc_column_text]Rex loves making marketing and ROI measurement useful to business people considers it a pleasure to serve phenomenal customers with Marketing Evolution’s ROI Brain attribution and optimization software.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About Marketing Evolution” tab_id=”1501785390320-2d44fa50-740c5a4b-c27aca64-108e51b0-80edaf37-bd3d357a-6c46d712-3b68db8f-23cbf38a-cd3c”][vc_column_text]Marketing Evolution
Marketing Evolution brings together advanced analytics and cloud-based software to support message exposure at the person-level, across all media, and in-campaign. Marketing Evolution’s ROI Brain™ software intelligently monitors performance while your campaign is live, identifying opportunities for mid-course adjustments of your media mix and creative rotation ensuring you reach the right person at the right time, with the right media, and at the right price. Marketing Evolution is named a Leader in “The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018,”​ and found that “Marketing Evolution is a real fit for firms looking to build a people-based marketing strategy and willing to embrace new measurement techniques.”​[/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=”url:http%3A%2F%2Fmartechseries.com%2Fcategory%2Fmts-insights%2Finterviews%2F|||”][/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.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][vc_empty_space height=”20px”][vc_separator color=”black” style=”shadow” border_width=”10″][/vc_column][/vc_row]

Marketing Evolution Adds Smart TV Data Through Partnership with Inscape

Marketing Evolution Adds Smart TV Data Through Partnership with Inscape

The Addition of TV Data Expands Customers’ Ability to Measure and Optimize Campaign Right-Time Marketing

Marketing Evolution, leading provider of global AI-based marketing optimization and analytics software, announced a partnership with Inscape, the largest single source provider of opt-in automatic content recognition (ACR) TV viewing data in the U.S. This partnership adds a powerful layer of insights for marketers, combining Marketing Evolution’s person-centric insights with Inscape’s TV viewing data, to measure results and optimize media plans across all channels in near real time. Marketing professionals can now consider viewing habits to adapt messages and achieve maximum return on investment (ROI).

Marketing Evolution Adds Smart TV Data Through Partnership with Inscape
Rex Briggs

“Our collaboration with Inscape adds critical viewing data to inform our customers’ marketing efforts, including how to best reach targets in today’s fragmented TV landscape. With the right-time delivery of second-by-second viewership details, this powerful dataset helps our customers gain a significant competitive advantage to optimize marketing campaigns and drive higher ROI,” said Rex Briggs, Founder and CEO of Marketing Evolution.

Also Read: How Rich Real-Time Data is Accelerating Partner Marketing 

Inscape delivers near real-time viewing data across millions of opted-in Smart TVs. When processed through the Marketing Evolution ROI Brain, this intelligence provides marketers with rich data to inform marketing campaigns and advertising creative, to more accurately target and segment with specific messages.

Marketing Evolution Adds Smart TV Data Through Partnership with Inscape
Gregg Johnson

“Marketing Evolution understands that in order to deliver relevant marketing campaigns to the right audience, it’s crucial to include TV viewing data that has granularity, precision and scale. We are excited to help them add actionable TV data into their offering and drive additional value for customers,” said Greg Hampton, VP of Business Development at Inscape.

Also Read: Mobile World Congress 2018: What’s Next for Industry Innovation?

Papa John’s, the third largest take-out and pizza delivery restaurant chain in the country, was seeking a robust measurement tool to directly connect the performance of their marketing efforts to program tune-in and viewership. Brandon Rhoten, chief marketing officer at Papa John’s, added, “One of our major marketing priorities in 2018 is defining a clear return for all our media investments. Fully-integrated, TV viewing data is critical to this end. Marketing Evolution’s Smart TV measurement helps us achieve our goal, and is just another example of why we chose this company as our new media measurement partner.”

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