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

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in