Salesforce scoops up MinHash for marketing intelligence

The tiny startup puts AI to work to help identify trends and develop campaigns

It's no secret that marketing is a big consumer of big data, so it's perhaps not all that surprising that Salesforce has acquired MinHash. Founded just last year, the tiny, four-person startup has been applying data science to making sense of audience trends.

News of the acquisition was uncovered Monday, but terms were not disclosed.

"At Salesforce, we will continue to pursue our passion for search, data science and machine learning on a much broader scale, as part of the world’s #1 CRM company," read the announcement MinHash site.

The MinHash platform will be discontinued on 21 January 2016.

Salesforce confirmed only that the MinHash team is joining its own, but it didn't respond to a request for further details.

MinHash describes its flagship AILA product as "your personal, AI-driven marketing media maven." In essence, it aims to relieve marketers of the burden of scanning thousands of media posts, tracking trending keywords and social signals, managing workflows and coordinating campaigns.

Instead, MinHash's technology taps artificial intelligence to uncover emerging trends across media sources and then help marketers respond quickly via campaigns that integrate text, images, hashtags and URLs.

More specifically, algorithms ingest media and apply phrase detection to extract trending messaging. Crawlers, meanwhile, find images and messaging to compose into creative material that resonates with a particular message and audience. The results can then be imported into a favorite marketing tool, MinHash says.

California-based MinHash -- which shares its name, incidentally, with a well-known hashing scheme -- claims roots at eBay, Oracle and Stanford.

MinHash's technology is not the first recommendation engine in its field, but "the use of a bot to drive campaigns looks interesting," said Denis Pombriant, managing principal at Beagle Research Group. "I expect it's a sign of the future."

Although there was a move toward vendor relationship management, or VRM, in the last decade with the goal of protecting customers from unwanted recommendations, it was inhibited by its complexity, Pombriant pointed out.

MinHash, however, could produce a VRM-like result that's simple, he said.

"Almost by definition, if you can pinpoint demand to the exact product and customer, then you're not bothering people -- you have become a trusted advisor," he said. "There's a lot of build-out left to do here, but it seems the instincts are right."

In September, Salesforce unveiled a new product for relationship intelligence based on its RelateIQ acquisition last year. Earlier this year, it acquired smart calendar startup Tempo AI.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...

Sim

3 skills you need to drive better collaboration - Business leadership - CMO Australia

Read more

I would invest money in machine learning. I think it's important to do that. Don't you agree?

Polly Valentine

Metcash to use AI for promotional planning optimisation in liquor division

Read more

Latest Podcast

More podcasts

Sign in