CMO's top 10 martech stories for the week - 25 August

The latest weekly martech and adtech news from Act-On Software, Salesforce, Infer, MediaMath, AppNexus, The Trade Desk, LoopMe, ScribbleLive, LiveRamp and Kloudless

Act-On gets more social

Act-On Software has taken the wrappers off its new Advanced Social Media Module which aims to help marketers segment audiences based on their social media activity.

The new module includes scheduled social publishing functionality, along with social analytics and content recommendations. For example, users can create listening streams for multiple social channels under one user interface, as well as engage directly from the UI to comments posted in those channel. They can also publish assets from existing lead generation campaigns created in the Act-On platform or associated posts to pre-existing campaigns, and push social media posts onto the ‘advocacy board’ so staff and customer advocates can more easily access them.

There are also social reporting tools for both channels and individual advocates including clicks, leads, opportunities and revenue generated.

"Social media is a critical channel for marketers and should not be executed in a silo. It must be integrated into the overall marketing strategy to realize its full potential," said Act-On Software CMO, Kevin Bobowski. "Act-On's Advanced Social Media Module empowers marketers to leverage social data to deliver more personalised, real-time experiences for prospects and customers, resulting in better conversions and more loyal advocates.”

Salesforce to bring on Einstein

Salesforce is expected to announce plans to bring artificial intelligence into its flagship CRM product at its upcoming Dreamforce conference in October.

According to a report on Business Insider, ‘Einstein’ is being touted as the first comprehensive AI platform for CRM. Salesforce CEO, Mark Benioff, hinted at the use of AI several months ago and again this week with a tweet.

You can read more about the rumours here.

Infer brings out predictive account-based behaviour scoring

Infer has launched a new account behaviour scoring offering that it claims will help companies improve their account-based marketing (ABM) efforts.

The Account-Based Behaviour Scoring tool is based on the vendor’s lead behaviour and account fit scoring models and is designed to help users better identify marketing-qualified accounts, drive engagement with the right people at the right time, as well as gather faster feedback on ABM programs and pipeline acceleration measurement.

Key features include full-funnel behaviour signals, thanks to connections with a company’s marketing automation platform, along with quick account insights into things like the amount of engaged contacts in a given account or market segment, as well as account fit and behaviour scores, These are delivered using data science and can be pushed directly into Salesforce records.

There is also engagement trend reporting, which is delivered via Salesforce dashboard visualisations.

Infer said it uses machine learning to mine data on the behaviour of contacts through the customer funnel, including snapshots of historical activity.

“Our newest predictive models empower sales and marketing teams with previously unattainable ABM metrics that show which accounts, and specifically which contacts at each account, are expressing the highest levels of marketing engagement,” said Infer co-founder and CE, Vik Singh. “We deliver this unprecedented transparency by using advanced machine learning to produce crystal-clear predictions that make it even easier for any business to identify whitespace gaps in its pipeline and find high-potential target accounts that deserve more attention sooner rather than later.”

MediaMath adds hyperlocal targeting to platform

MediaMath has partnered with factual, a global lead in location data, to bring new hyperlocal targeting capabilities into its platform.

The ad tech player claims to be the first partner to fully integrate Factual’s Geopulse Proximity data service into its platform offering, the TerminalOne Marketing Operating System, in order to give clients the ability to design, build and activate hyper-local targeting strategies.

Factual’s Global Places data covers about 95 million business listings and points of interest across 50 countries including Australia. The data is being used by a host of developers and companies including search, mapping, navigation, ride sharing and social network platforms.

“Today, mobile is the fastest growing channel for us in APAC, and so we have been releasing a slew of new mobile-specific tools, that enable our clients to invest ever increasing budgets on this channel,” explained MediaMath managing director for Asia-Pacific, Rahul Vasudev.

“We are excited to include hyperlocal targeting to our list of mobile targeting and optimisation offerings. An acknowledged leader in this space, Factual has an immense capability for highly accurate geo-fencing of audiences, including in APAC.”

AppNexus launches marketplace transparency tools

Adtech vendor, AppNexus, has unveiled two new features aimed at helping publishers and advertisers better identify and remediate deficiencies associated with their deals and real-time bidding strategics.

Advanced Deal Metrics adds several new data points to the deal process from bid request and bid rate to invalid bids, expanding the amount of data used. These include 30 distinct reasons for bid rejections, as well as data streams in 10-minute rolling windows so users can refresh their results and see campaign adjustments in near real-time.

Bid Error Report, meanwhile, is aimed at sellers and helps provide more insights into how deal settings are impacting auctions from a buyer and seller perspective, as well as provides more than 70 reasons for bid error. According to the vendor, one vendor testing the functionality saw a 20 per cent reduction in overall bid errors just from adjusting one ad quality setting.

The TradeDesk files for IPO

Adtech DSP vendor, The Trade Desk, is hoping to raise US$86.3 million after submitting its S-1 filing with the US Securities and Exchange Commission this week.

According to the filing, the company reported 2015 revenue of US$113.8 million on gross billings of $530m, as well as pre-tax earnings of $39.2m. The report also revealed revenue for the first six months of 2016 was $77.6m, indicating a growth rate of 83 per cent year-on-year. It also stated that it had 389 clients at the end of 2015.

Although the number of shares to be offered and the price range for the proposed offering have not yet been determined, The Trade Desk is looking to raise more than $86m as a result of going public, various media reports suggested.

ScribbleLive acquires enterprise SEO platform

Content marketing platform provider, ScribbleLive, has acquired Linkdex, an enterprise SEO platform provider, in what has been called the first big organic search and content marketing software tie-up.

In a statement, ScribbleLive said the purchase adds another integral piece to its platform, helping marketers better manage their content lifecycle more effectively.

ScribbleLive’s offering brings together predictive analytics with content planning, creation and distribution technologies. It is currently used by bank of America, Bayer, Ferrari and Red Bull.

Linkdex’s data, which includes organic search performance data on billions of pages, an author database and reporting and productivity tools, will now be integrated into the platform.

“A great content marketing strategy ensures you’re found throughout the consumer journey. Organic search plays a big part in the journey for most digital consumers,” said ScribbleLive CEO, Vince Mifsud. “There’s never been a more complete product suite to manage the plan, create, engage, and measure cycle. This offers a huge opportunity to companies wanting a marketing advantage.”

LoopMe claims first with AI mobile video tools

Mobile video platform, LoopMe, is claiming a global industry first with its new PurchaseLoop optimisation and reporting ad technology.

The self-learning technology will use artificial intelligence to continuously optimise mobile video campaigns against core brand metrics such as purchase intent, brand affinity or product recall. Its aim is to help brands deliver ads that are most likely to change opinion and move prospects along the path to purchase.

“The challenge many brands face is getting ROI from their digital campaigns and achieving the marketing goals,” said LoopMe CEO, Stephen Upstone. “Clicks were used to judge the impact of campaigns simply because there was a lack of other reliable metrics to use for optimisation or reporting.

“The implementation of this new technology allows advertisers to act on metrics that genuinely have an impact on revenue. It will also allow them to overcome the challenge of identifying users who are in market for their product, improving ROI and their understanding of what works for their brand.”

33Across and LiveRamp extend partnership

Publisher monetisation platform, 33Across, has extended its partnership with data connections provider, LiveRamp, to open up more data insights.

Through LiveRamp, more than 350 partners can tap into 33Across’ vast collection of data insights, including more than 200 audience segments such as holiday shoppers, football fans and expectant parents. These are determined on a host of behavioural data sets including interest, intent, contempt consumption, keyword searchers, copy and paste actions and social sharing.

“33Across has been strategically building its partnership with LiveRamp to provide marketers with comprehensive and accurate data that enables them to reach their target audiences,” said 33Across CEO, Eric Wheeler. “With today’s news, we’re taking this partnership to the next level by making it even easier for marketers to use our data and LiveRamp’s offerings to differentiate their campaigns.”

Kloudless brings universal APIs to CRM

Universal API vendor, Kloudless, is looking to help companies better unite apps with their CRM products with its new Universal CRM API offering.

The tool allows apps to be integrated with leading CRM products including Salesforce, Microsoft Dynamics and Oracle Sales Cloud. The new offering is complementary to the vendor’s flagship storage integration API tool and is part of plans to offer a range of API connectors for business application verticals.

Universal CRM API capabilities include one-to-many integration, operations on all CRM content, and real-time and historical event notifications around new, modified and deleted objects.

The Universal CRM API is generally available in the SaaS offering at as well as the self-hosted, on-premises Kloudless Enterprise. Developers can use the Universal CRM API for free or upgrade to premium plans based on their business needs.

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