CMO's top 8 martech stories for the week - 22 October 2020

Alida (formerly Vision Critical), a CXM (customer experience management) and insights platform provider, and Stratifyd, a data analytics company that uses artificial intelligence (AI) to uncover and predict human experience, have signed a partnership agreement.

The deal will enable Alida customers to harness the power of multiple data sources to easily reveal and understand their customers’ truth.

Stratifyd’s Natural Language and Speech Analytics engine will be integrated into the recently announced Alida CXM and insights platform. This will enable brands to tackle real-world business challenges, such as gaining a cross-channel view of CXM opportunities; creating predictive models for customer retention; identifying root causes of emerging issues by tracking customer anomalies and changing trends, through deeper analysis and visualisation of structured and unstructured data from a variety of sources, including third-party and social media channels. Through this integration, Alida CXM customers will be able to discern and contextualise their customers’ truth to take individual and company-level actions that improve the customer experience.

Segment announces suite of new platform updates

Following the news that Twilio has entered into a definitive agreement to acquire Segment, the customer data platform (CDP) has announced a suite of new platform updates to enhance digital-first, hyper-personalised experiences.

New low-code features for business teams include Edge Functions that allow brands to enrich and transform mobile app events as they flow into Segment, while Destination Actions give users the ability to better control the behaviour of their data in downstream data destinations. Flexible identity resolution is improved with Segment’s Identity Configuration UI that gives businesses the ability to easily define their user identity resolution rules to achieve an accurate single view of the customer to power personalisation. Segment Data Lakes enhancements will reduce the time spent cleaning and preparing customer data for machine learning, so companies can connect their data to a Data Lake and drive advanced analytics and AI initiatives.

New privacy updates include functionality to help customers control their data collection, starting with the ability to configure endpoints to collect data exclusively in APAC, EMEA, or in the US; In-Domain Instrumentation helps companies collect user data via their own domain; updates to its SDK and integrations to enable customers to easily adapt to Apple’s impending IDFA restrictions; and now all personally identifiable information is automatically masked within the Segment application, unless workspace owners are explicitly granted access.

Adtech startup Swaarm debuts

Swaarm, a recently founded Berlin-based SaaS startup, has announced the launch of its performance-based tracking platform.

The aim is to provide agencies, advertisers and networks with the ability to fully track and control marketing efforts in real-time ensuring profitable growth.

The platform has been engineered from the ground up by Swaarm to be simple to use, yet powerful, with data driven campaign automation to help marketers successfully measure and optimise campaigns at an economic price. Founded by Yogeeta Chainani and Alexandru Dumitru, who both individually bring 10+ years of industry tech experience, Swaarm was created with the underlying principles of simplicity, affordability and collaboration.

Dun & Bradstreet launches D&B Connect

Dun & Bradstreet has launched D&B Connect, a self-service data management platform that intuitively connects, manages and visualises critical data across an organisation using the Dun & Bradstreet Data Cloud.

D&B Connect aims to provide an easy-to-use portal for managing sales and marketing data, allowing users to access, clean, enrich and monitor their data for a complete view of the customer.

The platform is a centralised hub to manage data quality in critical systems, including customer relationship management systems (CRMs), marketing automation platforms (MAPs), data lakes and customer data platforms (CDPs). It enables proprietary identity resolution to discover business relationships across accounts, embedded intelligence and simplified workflows to address unique master data requirements and team-based controls and dashboards to improve collaboration across departments.

MessageGears and Sageflo announce partnership

MessageGears, the customer-marketing software company, and Sageflo, the marketing campaign management software company, have integrated their products to help distributed marketers quickly and securely access their data for targeted messages.

Sageflo’s Radiate product, integrated with MessageGears, provides distributed groups, such as corporate teams with multiple brands, franchise owners, and independent marketing consultants, with a streamlined way to build and launch branded email, push and SMS messages. Corporate marketers can define and control which email templates, images and audience segments are available for distributed users, while providing distributed users with the flexibility to manage their own campaigns.

An approval flow also allows corporate or regional marketing leaders to approve emails before they get scheduled at the local level.

Pixability releases BrandShield enhancements

Pixability, which specialises in software and insights for video advertising on YouTube and connected TV, has announced improvements to BrandShield, its solution for brand suitable campaigns at scale on YouTube.

BrandShield leverages machine learning to categorise content based on IAB category an 4As brand safety floor taxonomies. Compatible with any YouTube ad platform including DV360, Google Ads, and PixabilityONE, BrandShield also offers the ability to access self-serve lists through PixabilityONE and a Chrome extension that appears in DV360 and Google Ads.

There’s also downloadable and customisable inclusion and exclusion lists, and visibility into performance metrics for each channel in BrandShield Inclusion lists. An enhanced dashboard provides streamlined view for a detailed look at channel data and a way to easily preview Channels and Videos from the BrandShield Dashboard; and detailed channel stats for each channel are supplied in inclusion lists.

Bonzai launches Social Display

Programmatic creative management platform, Bonzai, has launched Social Display, a simple product to fast-track turning social posts into display creatives, quickly and at scale.

Bonzai Social Display helps marketers build the same creative again and again for different channels, and aims to bridge the gap between social and digital display.

Social Display repurposes social posts for distribution across display, saving marketers money and time, while opening opportunities for campaigns to significantly scale. Simply paste the URL of the social post in the Bonzai platform and let it do all the work, customise the CTA, add a click-through link, and the social display creative is ready to go live. The platform retains the look of the social post, which leads to non-intrusive user experiences on web and in-app environments.

Informatica releases raft of updates to cloud data management tools

Informatica, the enterprise cloud data management leader, has announced new capabilities designed to help customers rapidly become cloud-first, cloud-native. The new features include improved AI-powered auto-scaling, advanced pushdown optimisation and Spark processing; and multi-cloud enhancements for Azure, AWS, Snowflake and Google.

Following Informatica’s recent acquisition of Compact Solutions it has extended the breadth and depth of metadata connectivity and data lineage. New capabilities include data asset analytics for measuring and optimising data value, an advanced custom metadata loader tool, cloud scanner enhancements for Azure Data Lake Storage Gen2 and cloud deployment option for Azure Clearlake HD Insights.

New data capabilities include a data marketplace collaboration and crowdsourcing enhancements such as data usage ratings and an advanced data asset request framework. In addition, enterprise-scale data privacy management spanning structured and unstructured data sources to deliver enterprise-wide data democratisation with self-service access to trusted and protected data.

A self-service customer portal provides richer views into customer behaviours and patterns for more precise and granular customer segmentation and personalisation, revamped product data experience, and expanded reference and finance data capabilities with multi-dimensional hierarchies.

Informatica Intelligent Cloud Services (IICS) platform has new functionality including advanced serverless data integration, runtime continuity support for mass ingestion and data quality, enhanced operational insights and auto-remediation, ability to define more expressive REST APIs with zero-code and expanded multi-cloud support with new services on AWS, Azure, GCP and Snowflake.

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