CMO's top 10 martech stories for this week - 29 September

All the latest martech and adtech news from Tealium, Oracle, Adobe, Microsoft, Magento, AppNexus, DataXu, Beckon, Neustar, YesPath and ProsperWorks.

Tealium launches universal data hub

Data management vendor, Tealium, has taken the wrappers off its new Universal Data Hub (UDH), a centralised platform offering to manage customer data.

The new platform aims to unify and access customer data, both online and offline, and make it available for real-time analysis and action across every team, vendor and touchpoint. It’s based on Tealium’s AudienceStream and DataAccess solutions, and uses the vendor’s enterprise tag management system, iQ, to provide a foundational data layer.

According to the vendor, the new solution will make it easier to action customer data across Web, mobile, IoT, and offline data while also improving data governance practices.

“There has been a significant and increasingly urgent need for someone to look beyond solving the ‘campaign problem’ – to step up and manage the explosive amounts of data flowing from the increasingly chaotic mix of vendors, channels, and touchpoints across today’s digital businesses,” said Tealium CTO, Mike Anderson.

“With the UDH, Tealium has built­­­­ a vendor-neutral platform that sits at the centre of data creation and governance, creating a single source of truth that can fuel any of the technologies an organisation is using to gain more meaningful, comprehensive customer intelligence and provide better customer experiences.”

Last week, Tealium confirmed it had raise US$35 million in a growth financing deal aimed at extending its marketing and product reach.Led by Georgian Partners and Bain Capital Ventures, the investment brings total funding in the business to $113m, according to Crunchbase.

Oracle orchestrates customer-led channel engagement

Oracle has unveiled ‘orchestration canvas’, a new offering it says will help marketers better manage cross-channel marketing activities against the customer lifecycle.

The user interface sits across the vendor’s Marketing Cloud and is designed to help marketing teams better line up, test and execute campaigns across digital channels against the end-to-end customer journey. Oracle said it had also introduced a mobile app visual editor for marketers to test and optimise mobile experiences across mobile apps and customer segments as part of this cross-channel approach.

The new interface allows marketers to create event and behaviour-based customer paths that adapt based on the way customers interact with the brand. It’s also designed to help connect a customer’s identifies across channels and bring them into a unified profile that can then be used for campaign execution and management.

In addition, marketers can use pre-built integrations with the Oracle Customer Experience (CX) Cloud to leverage preference and behavioural data from across all interactions to further enhance customer profiles.

AppNexus gets cash injection from News Corp

DSP vendor, AppNexus, has secured US$31m in a new investment funding round and attracted several new strategic partners including News Corp.

The media giant, which already uses the platform across several of its businesses, contributed $10m in funding that AppNexus said will be used to accelerate innovation.

“As we grow digitally and globally, News Corp continues to form strategic partnerships with leading technology companies like AppNexus,” said News Corp senior vice-president, head of business and corporate development, David Brinker.

“As individual businesses in our company started adopting AppNexus products into their technology stack, we gained further appreciation for their services. We are pleased to invest in AppNexus as we continue our partnership across our news, real estate and technology assets.”

The pair said the deal also augments AppNexus’ existing relationship with video advertising company, Unruly, which was acquired by News Corp in September 2015. The alliance allows buyers and sellers of outstream inventory to tap AppNexus’ video buying platform along with Unruly’s viewable video SSP, UnrulyX.

Adobe and Microsoft ink cloud deal

Adobe and Microsoft have inked a partnership that will see the digital marketing giant’s Marketing Cloud running on Microsoft’s Azure cloud.

The deal is based on Adobe making the software vendor primary infrastructure provider for its most popular software-as-a-service apps: Marketing Cloud, Creative Cloud and Document Cloud, on the Microsoft Azure infrastructure-as-a-service (IaaS) cloud. Microsoft will also use the Adobe Marketing Cloud as its preferred marketing service for Dynamics 365.

In a statement, the two companies said they are collaborating on data integrations to ensure customers can easily work across Adobe Marketing Cloud and Dynamics 365 business applications, leveraging artificial intelligence, machine learning and advance analytics.

Read the full story here.

Adobe partners with Magento

Adobe also announced a partnership with ecommerce player, Magento, this week aimed at helping merchants design and deliver more targeted customer experiences within the commerce environment.

The alliance sees Adobe Experience Manager’s content and personalisation capabilities combined with Magento’s Digital Commerce suite, allowing retailers to personalise messaging, promotions and content across digital channels and in-store as well as fulfil sales wherever the consumer chooses to engage and buy.

The functions are being united through a pre-built integration framework between AEM, along with Adobe Analytics, Adobe Target allowing the platforms to transmit data to and from Magento’s Digital Commerce and Commerce Order Management offerings. The pair have also worked to train key partners on the combined solution.

“With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just compete, but lead, on customer experience,” said Magento Commerce CEO, Mark Lavelle. “With this joint solution, merchants now have limitless flexibility and powerful personalisation to better differentiate themselves from competitors”

Neustar buddies up with Facebook

Real-time ad analytics provider, Neustar, has struck a partnership with Facebook aimed at helping marketers better understand the effectiveness of their digital campaigns.

The new advanced marketing analytics partnership is based around augmenting cookie and click-based metrics with people-based measurement across Facebook, Instagram and Audience Network for digital campaign attribution. According to the vendor, marketers can combine these results with their marketing mix modelling to understand the holistic influence across offline and online.

Neustar said its advanced attribution solution takes into consideration offline marketing tactics and non-media drivers, such as weather patterns or economic indicators, to provide a more informed view of digital marketing performance. In addition, proprietary propensity models give clients an accurate indicator of how likely it is for a customer to purchase a certain product or service in response to marketing activities.

“Marketers who invest in understanding their own customer graph and employ a people-centric view across media, devices and channels are much more likely to drive business results than those who do not,” Neustar’s chief marketing and communications officer, Steven Wolfe Pereira, said.

YesPath adds to account-based selling proposition

Account-based marketing (ABM) vendor, YesPath, is claiming it will better enable account-based selling with a new product aimed specifically at sales team.

YesPath for Sales is a new layer on top of the YesPath ABM Platform and is designed to help sales teams engage known prospects by creating personalised Web-based apps that guide prospects to useful content. The new product is now in private beta.

YesPath’s ABM platform launched in March, and the vendor launched the first of its product add-ons, YesPath for Websites, shortly afterwards, connecting the platform to a customer’s website in order to drive account-based personalisation. The vendor said it also plans to continue building capability on top of the base platform to improve account-based marketing and sales activity.

DataXu brings machine learning to mobile optimisation

Programmatic ad tech vendor, DataXu, has taken the wrappers off Mobile Optimizer for Advertisers product.

The new offering brings the vendor’s OneView cross-device technology and machine learning to mobile performance advertising to improve programmatic advertising effectiveness. It does this by using mobile device ID and cookie data from first and third-party sources, along with a brand’s DMP, CRM, customer purchase history and site-based behavioural data.

This data can then be used to create custom audiences, drive mobile app installs, lookalike mobile audience modelling, for loyalty messaging and to target lapsed users.

“Mobile Optimizer for Advertisers leverages DataXu's strongest assets -- our world-class advanced machine learning capabilities and OneView cross-device technology -- to process and filter massive amounts of data across disparate data sets in order to unlock the full potential of mobile for brands and their agencies," said DataXu chief revenue officer, Ed Montes.

ProsperWorks raises US$24m for CRM

ProsperWorks has raised US$24 million in a Series B round of financing to support product innovation and customer adoption of its CRM solution for Google Apps for Work.

The round was led by Next World Capital, with additional investors including Storm Ventures, True Ventures, Industry Ventures, Devoteam, and a consortium of strategic angels. The latest cash injection brings ProsperWorks’ total funding to $34 million to date.

ProsperWorks provides a cloud-based CRM solution purpose-built for Google Apps for Work and natively integrates with the Google Apps suite to streamline all interactions and exchanges that take place within Gmail, Calendar, Drive and Sheets.

“This new funding allows us to continue to delight our users with intuitive features that make them love every interaction with their CRM so they can effortlessly sell more,” ProsperWorks co-founder and CEO, Jon Lee, said.

Beckon gets US$10m cash injection

Beckon, another US-based company but this time in the marketing data management space, also confirmed a US$10 million cash injection earlier this year.

Beckon has built an enterprise-grade, cross-channel data management and real-time marketing intelligence platform currently used by Coca-Cola, IBM, Gap and Reebok. The company claims to have seen a 225 per cent revenue increase in the past three quarters, a figure it claims has been helped by winning nine out of 10 competitive situations in the last 12 months. .

The latest funding round was led by Venrock, with participation from other existing investors August Capital, Canaan, El Dorado Ventures and The Kaiser Family Foundation. Like ProsperWorks, this also brings Beckon’s total funding to date to $34m.

The company said the latest funds will be used to accelerate growth and momentum across all parts of the business and assist the company in recruiting and hiring top talent. It’s also looking to speed up development of its proprietary platform.

“As omnichannel marketing leaders, we simply cannot accept siloed, messy, biased, conflicting and slow data any longer. We can’t build great things atop shifting sands of messy data. Marketing needs a source of truth,” said Beckon’s CEO, Jennifer Zeszut. “Beckon delivers a rock-solid data foundation and integrated performance insight that brands can trust, thereby elevating the entire marketing function in the eyes of CEOs and CFOs.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the newsletter!


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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...


10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...


NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training


3 ways is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in