CMO's top 8 martech stories for the week - 24 September 2020

Oracle has announced a series of new innovations within its customer data platform, Oracle Unity, aimed at enabling B2B and B2C marketers to eliminate costly and complex customer data integration projects by providing a single platform unifying all customer data.

The ambition is to make it quicker and easier to active data within existing business processes. To do this, Oracle Unity brings together online, offline and third-party customer data sources and then applies built-in machine learning to prescribe the best next action within existing business processes. It enables a single view of the customer and is also integrated with a complete suite of business applications, enabling marketers to quickly and easily act upon customer data insights to deliver highly personalised marketing programs.

Among core features are new behavioural data capabilities including real-time behavioural data collection and personalisation powered by oracle’s Infinity, which can be used to personalise customer interactions across websites, apps and point-of-sale. There’s also new collection and importing functionality including support of a universal digital tag across all Oracle Fusion Cloud Customer Experience applications plus customer digital properties, and fresh partner integrations with Sourcepoint and Onetrust.

The vendor also confirmed Oracle Unity is now fully integrated with its Data Management Platform (DMP).

Sprinklr Joins Adobe Exchange Partner Program

Customer experience management (CXM) platform, Sprinklr, is now a partner in the Adobe Exchange partner program.

The Sprinklr and Adobe relationship will enable digital assets from Adobe Experience Manager to be reviewed and published from Sprinklr’s asset manager; allow Adobe customers to review creative assets published from Sprinklr; integrate Adobe Analytics and Sprinklr to consolidate social media and web data; and use Marketo Engage to identify potential customers and bring this data into Sprinklr to create targeted audiences for advertising and engagement.

Pega introduces Value Finder

Pegasystems, the software company focused on empowering digital transformation, has introduced Value Finder – a new artificial intelligence (AI)-powered capability helping organisations engage the most underserved customers with messages and offers designed for their specific needs.

Part of the Pega Customer Decision Hub, this capability expands the power of one-to-one customer engagement aimed at ensuring all customers get personalised treatment – not just the ‘premier’ customers that typically get the most attention.

The Pega Customer Decision Hub features a value finder tool that analyses the customer database to uncover potentially valuable but consistently underserved customers; a tool to inspect the customer strategy to find opportunities to improve engagement with those customers; an approvals management feature that allows users to manage change requests with a simplified workflow; and the ability to optimise strategies before implementation.

IAS integrates with Microsoft Audience Network

Integral Ad Science (IAS), digital ad verification outfit, has announced the first platform-wide agreement with the Microsoft Audience Network to exclusively provide brand safety for native ads across desktop and mobile Web.

This integration uses IAS’s predictive technology and real-time data to ensure that all campaigns activated through the Microsoft Audience Network are brand safe on a pre-bid basis.

Microsoft Audience Network reaches millions of customers through Microsoft owned and operated sites like MSN, Outlook.com and Microsoft Edge, as well as trusted third-party publishers. With IAS’s pre-bid integration, advertisers will now have an additional layer of brand protection to deliver their messages in trusted environments. The integration, pitched as a value-add to marketers, will automatically filter out high-risk inventory before the bid is even placed, further enhancing the Microsoft Audience Network’s offerings of contextual native placements.

CrossEngage and GPredictive join forces

Customer data platform provider, CrossEngage, has joined forces with GPredictive, a customer prediction platform under a merger worth more than 6 million Euros.

Venture capitalists, Project A Ventures, Vorwerk Ventures, Earlybird, Target Partners, IBB Ventures as well as Facelift founders, Benjamin Schroeter and Teja Töpfer, are investing a total of 6.5 million euros in the merger. Both platforms can still be operated separately; however, customers who use both platforms will benefit from deep integration in the future. The results run back into the integrated platform in real time and are directly available for further optimisation.

Salesforce announces Digital 360

Salesforce has announced Digital 360, key components and new innovations in the Salesforce Customer 360 platform to help digital leaders transform customer engagement and accelerate growth.

Digital 360 has expert services, a broad partner ecosystem, as well as new learning resources on Trailhead.New product innovations for Digital 360 include Customer 360 Audiences, a customer data platform for marketers to unify, segment and activate all of their customer data, Commerce Cloud Payments, an out-of-the-box payment solution powered by Stripe, and Experience Cloud to build CRM-powered digital experiences.

Seismic raises US$92 million

Sales enablement and market orchestration platform, Seismic, has raised US$92 million, bringing its market valuation up to US$1.6 billion.

Seismic’s unified content management system supports approval workflow, version control, content expiration, permissions management, live data components and batch updates. It also enables salespeople and managers to build documents from existing data and content.

Seismic powers over 2.5 million sales interactions in 2018, leverages AI to automate parts of the sales and marketing cycle and personalise documents for sales reps. It gleans useful info from sales content and makes those insights actionable by revealing the impact of messaging and materials – recommending, for example, the most popular materials be used as a sales funnel.

HubSpot expands enterprise features

HubSpot has upgraded its sales CRM, Sales Hub Enterprise, adding custom objects, sophisticated sales reporting and advanced permissions along with enhanced sales engagement and configure-price-quote (CPQ) capabilities.

Sales Hub Enterprise now offers an enterprise-grade CRM with custom objects that allow users to create and store categories of information unique to a business, advanced permissions give them the ability to control which teams have access to certain data, and streamlined sales reporting enables them to build custom reports that include details like deal change history, sales activity, and deal outcome.

Sales engagement tools include upgraded sequences functionality that allows users to bulk enroll contacts, manually add LinkedIn Sales Navigator task, and pause email sends. Connected CPQ tools enable sales teams to turn quotes into closed deals. Custom quote templates, an enhanced line editor enables them to customize key quote details and new accounting integrations with NetSuite, QuickBooks Online, Xero and Nubox allow can generate invoices, tax codes and sync currencies

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