Pyze updates Growth Marketing Platform with

Pyze has updated its Growth Marketing Platform to include customizable user dashboards and a new user interface. Pyze designed the new UI to accelerate understanding of user behavior across multiple different apps or channels, enable easier analytics and quickly act on the data to launch marketing campaigns.

From the release: “Customers no longer differentiate between channels as they conduct a transaction. For example, users often add items to shopping carts on the mobile app and then checkout on the web,” said Prabhjot Singh, founder & CEO of Pyze. “Marketing teams don’t have the tools to track holistic user behavior or execute campaigns across channels. Pyze now  empowers Marketing and Product teams the ability to understand user behavior across all channels so they can understand holistic usage, conduct meaningful segmentation, orchestrate effective marketing campaigns, and build more engaging products.”

Link: Pyze

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Splio acquires mobile wallet tool Gowento

Splio is an omnichannel marketing platform that combines marketing automation and loyalty marketing, has acquired Gowento, a mobile wallets tool. Splio is banking the acquisition will make it a mobile customer relationship management player and grow its base of loya

From the release: “With this first acquisition, Splio changes the industry landscape and sends a clear message to the European market. While China and the USA have made advances when it comes to Mobile Wallets, today Splio stands out in Europe with the integration of the Gowento’s technology. A brand can now place mobile at the heart of its New Loyalty strategy and modernize the customer relationship without a third-party and without the need to download an app” said Mireille Messine, Chief Executive Officer, Splio. “We are very happy to welcome the talented and visionary Gowento team with whom we share the same values and goals.”

Link: Splio Press Releases

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LinkedIn updates Campaign Manager to make advertising launches easier

LinkedIn has released a public beta version of Campaign Manager, updated to include Objective-Based Advertising. The new feature allows users to state what the objective of the campaign should be, and then changes the sign-up process to reflect those needs. LinkedIn has also rewritten Campaign Manager to a new technical stack making the interface faster and more responsive.

From the release: “Objective-Based Advertising will serve as the foundation for future innovation to come, making it easier and more intuitive to launch ads and meet your business goals on Campaign Manager. This new experience will be available to all customers starting Nov. 14,” the release stated.

Link: LinkedIn Business

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Former Airbnb CMO launches agency to bring marketing excellence to tech brands

Former Airbnb CMO Jonathan Mildenhall and co-founders Alexandra Dimiziani and Neil Barrie have launched TwentyFirstCenturyBrand, a consultancy for tech companies. Starting with companies like WeWork and Pinterst, TwentyFirstCenturyBrand says it will bring excellence to marketing in five areas: company mission and values; brand blueprint; go-to-market planning; marketing organsiation design; and outsourcing agency management.

From the release: “At a time when technology has given companies an unprecedented degree of influence on people’s lives, brand keeps the humanity in focus,” co-founder Neil Barrie said. “Our team’s purpose is to build some of the world’s most influential brands from the inside and out, ensuring their legacy is positive and inspiring.”

Link: Campaign Live

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Periscope Data launches Data Engine

Periscope Data has launched Data Engine, a data integration tool.  Data Engine was designed to help data teams apply the right technology to the right workflows, allowing enterprises to reliably move data from source to analysis-ready models.

From the release: “The most valuable thing that data teams can do is help their businesses make better decisions. Every moment spent debugging an ETL pipeline or figuring out why the data isn’t right is a distraction from that goal. Data Engine automates a lot of the effort that doesn’t go toward business outcomes so the data team can focus what they do best, which is using the right tech at the right time for the right analytics problem,” said Tom O’Neill, Periscope co-founder and CTO.

Link: Periscope Data blog

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Cadent launches addressable TV platform

Cadent launched a new next-generation addressable TV platform for advertisers, media planners, and networks. The new Cadent Advanced TV Platform provides a simplified workflow for planning, activating, and analyzing addressable campaigns at scale. Cadent includes a dedicated analytics team will help you optimize to your objectives. And with every campaign run, you get direct access to a wealth of metrics that are unified and normalized across providers.

From the release: “Television, the most powerful storytelling medium, must evolve to satisfy the needs of today’s analytics-savvy advertisers,” said Eoin Townsend, Chief Product Officer of Cadent. “Cadent’s mission is to help the TV ecosystem evolve to this data-driven future, and with this launch, we’ve taken a huge step forward for our advertisers and pay TV partners. We’ve streamlined the complexities of household addressable TV campaigns to help accelerate spend, while helping our partners expand the reach of their unique supply to meet the needs of national buyers.”

Link: PR Newswire

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The Seven Stages of MarTech Governance

By Guest Author Jason Katz, Founder & Principal of Growth Marketing Advisors

9,000+ Software Solutions.  $65B Funding.[1]  70+ Average Stack Size.[2]  Budget at ~10% Company Revenue aka Tens or Hundreds of Millions.[3]  500,000 Agencies Worldwide.[4]  At this level of Marketing Technology (“MarTech investment”), there is a great opportunity for governance. Awareness has boomed with organizations like Chiefmartec, CDP Institute, CabinetM, and Investors like Salesforce Ventures, Accel Partners, Y Combinator, Battery Ventures, Sequoia Capital, etc…[5]  An increasing number of dedicated MarTech teams are forming in Fortune 500, Russell 2000, and Series C/D companies.  And there are 1,000+ open job postings for dedicated MarTech roles on any given day. Momentum is building fast and should only get faster with the booming ecosystem and market factors like M&A, startups, and general disruption.

As a proponent and/or leader of MarTech governance in your organization, there are great opportunities to orchestrate its realization along with its substantial benefits. Below are seven common stages of MarTech governance that can be applied broadly.

Take Inventory

In companies who incubate, merge, and/or acquire new divisions, there an be hundreds of software solutions with active contracts many of which are duplicative.  Creating an inventory is crucial. Since the list is dynamic with so many software solutions, factors to track, and change, a solution like CabinetM can be helpful as it’s built from the marketer’s perspective to deal with all these considerations.  At a single company, there were 7 different email providers, 24 if you count homegrown services. This is a regular occurrence, more common than you’d ever imagine. The other surprise is that many contracts are multi year to get the “discount”. Once your inventory is complete, there will be sticker shock for the total value of active contracts which easily clears tens of millions.  Then it’s time to go out for a drink with your partners in Finance and Procurement as well as the CMO and CTO who will be very motivated to understand the current state and support efforts toward a better future state.

Turf Wars

The MarTech stack de-duplication and rationalization exercise will begin before you even know it started because of executive focus on the amount of resources the company can potentially save.  There are at least three scenarios to navigate:

Forgotten Software: The forgotten software with no active users will be easy to terminate without much fuss.  These vendors should have already offered if they have good governance. Either way, enjoy these quick wins.  

Duplicative / Insufficient ROI: The tougher ones include the duplicative software as well as insufficient ROI and/or strategic relevance.  For duplicative software, there are usually different stakeholders who value each software solution differently and will passionately fight to keep theirs.  These decisions will be tough but they must be made. The best scenario is you can build relationships with the stakeholders in the process. When removing software without replacement, you’ll need to make the case that the benefit e.g. cost saving, website performance speed, etc… is greater than benefit of keeping it.  This is much trickier and likely involves executive-level intervention, and sometimes proofs-of-concept of professional life without it.

Tap Into Unused Functionality: There is also a creative approach of potentially finding and leveraging unused functionality of some existing vendors to replace others.  At one company, ~50 different email journeys were active using a primary marketing cloud. The general manager of one of the divisions wanted to accelerate preparation for increased native app mobile marketing.  Rather than migrate all ~50 journeys to a new mobile-first vendor, turns out the marketing cloud had what seemed to be a robust native app mobile marketing service with SDK. So we decided to run a test to leverage that functionality.  If it performed well, it would be much easier to insert some native app mobile messaging into the existing ~50 journeys rather than rebuilding them entirely from scratch, dealing with full-blown RFP, as well as navigating all the data engineering and template design work that would be needed for a migration.

Renegotiate

For the potential surviving vendor candidates, many contracts have never been scrutinized sufficiently and need to be restructured.  This is a great time for RFPs to learn about the latest capabilities, roadmaps, pricing, customer support, and more. Your objective is to re-set expectations and get adjusted pricing toward market-competitive levels.  These conversations usually aren’t easy; but with a good RFP and planning, you’ll get the best outcomes. At one of the global brands, we saved millions in recurring annual expenses following these very steps.

Building for the Future

The greatest potential wins are from building the marketing machine that will support core business strategies and objectives.  The machine will use the surviving vendors and homegrown data & systems infrastructure. Current data availability, including organization, format, and latency should be audited.  The “brain” will require a single companywide unique identifier, data-broker that integrates all component systems, and data science engine where models and rules can be run. All other components like cross-channel messaging, CRM, prospecting, paid ads, attribution, etc… will plug in.  While working at a startup, we had a requirement to build a customer data platform across all connected devices including game consoles like XBox and PlayStation as well as streaming players like Roku and Chromecast. Using that cross-device data, we would predict customer lifetime value. There weren’t and still aren’t any MarTech vendors who can handle this request easily so with a talented engineering team we built it from scratch.  We then plugged it into the rest of the AdTech ecosystem to leverage first party data for media buying.

Legacy Systems

Legacy systems will need to be navigated, either re-platformed or integrated in a scaleable way.  At another global company, there was a sophisticated direct marketing database with precise data and targeting that drove the most profitable business growth; but, partner channels which had some of the best prospective customer access at best economics lacked all of that great precision.  We worked on a project to point that direct marketing database to partner channels for real-time serving to create a DMP + Ad Server combo capability before those capabilities were commercialized by marketing cloud vendors. We built it scaleably so it could be rolled out to many different partners.  At another company, webstacks were re-platformed every couple of years but never run to completion while web analytics components were rolled out so it felt like one single site. Every company has different systems and considerations that should be factored into the MarTech stack and machine.

Ongoing Management

Your MarTech stack is a function of business strategy and objectives which can change often, sometimes annually, quarterly, or faster if a competitor makes a substantial move.  So the MarTech roadmap should be calibrated at that same frequency using the same steps as above which will be relatively easier after the initial reset. As changes are needed, the team should execute together.  This ongoing management can be facilitated by a dynamic multi-user MarTech inventory and management tool like CabinetM.

The Team

With so many steps and dependencies, MarTech governance is a complex riddle that requires a strong team and executive sponsorship.  The team should include key players from Marketing and Technology teams, the expected power users of systems, and vendor partners who are hungry for mutual success.  Executive sponsors must include CMO, CTO, and ideally CEO. The full roadmap inclusive of all the MarTech governance steps above should be fully blessed by this group at every milestone.

Dedicating your company to these seven stages of MarTech governance will help you get the best ROI from your MarTech stack.  Happy Governing!

Jason Katz is a recognized expert in Product Marketing, Marketing Technology, and Growth Marketing across B2C and B2B. He is Founder of Growth Marketing Advisors LLC and has served as Marketing Leader in Technology, Marketing & Advertising, Ecommerce, Entertainment, Health, Financial Services in startups and global brands like American Express, Shutterstock, Curious George & Carmen Sandiego (HMH), and Criteo.

 

[1] Chiefmartec “Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)” By Scott Brinker (with Anand Thaker) April 25, 2018

[2] Growth Marketing Advisors browsing sites with Ghostery; LinkedIn Slideshare “The Stackies 2018: Marketing Tech Stack Awards” By Scott Brinker April 27, 2018; LinkedIn Slideshare “Insights from Inside the Marketing Stack” By Anita Brearton with Mark Pickett May 8, 2017

[3] Forbes “How Does Your Marketing Budget Grow? — Key Trends From The CMO Survey” By Christine Moorman September 27, 2018

[4] Quora “How many ad agencies are in the US?” By Brian Regienczuk (CEO at Agency Spotter) Apr 22, 2014

[5] MarTech Advisor “Annual InvestScape 2017: Decoding the $8.8 bn Invested in MarTech in 2017” By Khushbu Verma January 23, 2018

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Pinterest offers new advertising format

Pinterest is offering a new advertising format for brands called Promoted Carousel, which allows use of up to 5 images within one ad to tell stories on Pinterest. Each carousel will be available within a single Pin.

From the release: “Promoted Carousel is available to businesses on Pinterest looking to achieve brand awareness goals or performance goals like traffic and conversions. This format can present a product’s numerous features, drive additional purchases by showing multiple items in a Pin or increase awareness with a multi-image brand story,” Pinterest noted in the announcement.

Link: Pinterest Business

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LogMeIn updates Bold360 customer relationship management platform

LogMeIn added intelligent customer engagement tools to Bold 360, its customer relationship management suite. New features include Proactive AI, which enables customer conversations no matter the time of day or channel. Bold360 also has added languages and chatbots that support engagement from the first interaction through customer support.

From the release: “Today we are bringing the personalization of an in-person customer experience to the digital world,” said Paddy Srinivasan, General Manager, Customer Engagement & Support Solutions, LogMeIn.  “By putting everything online, we’ve lost the humanity that generally comes with a one on one engagement.  Ironically, bots are going to help us bring that back.  By adding proactive AI and language support, we are continuing our mission to not only help companies create connections with their customers, but do so at the right time, with the right context and in the right way.”

Link: Globe NewsWire

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Evergage updates CDP with machine-learning algorithms, data science tools

Evergage, the real-time personalization and customer data platform (CDP), has released two updates to its platform. Evergage Decisions use machines learning to deliver the most relevant content or experience automatically. The first of these algorithms, Contextual Bandit, delivers the most relevant offer or experience with the highest potential value to the company. The second update, Data Science Workbench, allows users of the Evergage Gears framework to access customer information that had previously been unavailable to deliver 1-1 experiences.

From the release: “Evergage’s platform and full suite of personalization capabilities – now including Evergage Decisions – represent the future of personalization at the individual level,” said Karl Wirth, Evergage CEO and co-founder, and author of the award-winning book “One-to-One Personalization in the Age of Machine Learning.” “Contextual Bandit is a win-win – blending what’s most helpful to the customer with what’s best for the business. These advanced capabilities go beyond what any other personalization provider today offers – underscoring Evergage’s market leadership and commitment to helping companies improve customer engagement, loyalty and results.”

Link: Evergage Press Release

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