CMO's top 10 martech stories for the week - 8 December

All the latest martech, adtech news from Near, Genesy, RadiumOne, Infer, Exponential Interactive, Invoca, Innovid and Magisto

Near integrates Oracle BlueKai into its offering

Location intelligence vendor, Near, has integrated its offering with Oracle Data Cloud in order to make its global audience data accessible through the vendor’s BlueKai marketplace.

The company said the integrated will allow BlueKai users to tap Near’s audiences, which are curated based on real-time location and behavioural data. These insights can be overlaid on existing targeting data in order for marketers to improve media campaigns and targeting.

Near claims to combine and analyse data from more than 1 billion devices, and is a members of Oracle’s PartnerNetwork.

“Location is a crucial data set for most brands today. Through our integration with Oracle’s BlueKai Marketplace, brands will now have unique access to audience sets built from location data that will help them target these audiences and benefit from an advanced understanding of their consumers,”said Near senior director for data partnerships, Aditi Kohli.

Amazon taps sensors and machine learning for physical store

Amazon wants customers to be able to leave their wallets at home and still go shopping, as long as they have their smartphones on hand.

The online retail giant is opening up a brick-and-mortar store in Seattle called Amazon Go, and the store uses a mix of sensors and computer learning to track what items customers pick up and to automatically add them to their Amazon accounts.

Amazon identifies each customer using a QR code, which individuals scan before entering the store. The store offers groceries, ready-made food, and Amazon meal kits. Currently, Amazon Go is only accessible to the company's employees, but Amazon says it will open its doors to the public in early 2017.

Infer launches predictive behaviour scoring

Sales and marketing platform vendor, Infer, has added a number of new analytics-based capabilities into its platform.

The latest enhancements include improvements to Infer Glance, its sales and account intelligence application, which is also used in platforms from AdRoll, AppDynamics, Bitley and Nutanix. These include prospect attributes and analytics using predictive models directly within a company’s Salesforce CRM interface

Infer has also introduced a new predictive behaviour scoring for Pardot modelled around a prospect’s behaviour. The capability means Pardot users can tap into account-based behaviour scoring, lead-to-account matching and top event and activity dashboards for tailored interaction and engagement communications.

The significant product improvements we’ve made in 2016 reflect how we’re helping businesses reimagine automation through data science,” said Infer CEO and co-founder, Vik Singh. “The market for AI solutions is rapidly expanding, and Infer fuels predictive adoption by serving as a guide that intelligently and continuously identifies revenue whitespace in a company’s funnel. In just a few years, I’m confident that every modern enterprise with a CRM system will also be leveraging predictive analytics and AI to supercharge its revenue growth.”

Exponential ads augmented reality to ad experience

Exponential Interactive has launched new face filter functionality as part of its video advertising offering.

The face filter allows advertisers to build augmented reality consumer experiences. Users opt into the experience and can activate their Web cams in order to engage the filter. The company then uses facial feature and head tracking technology on the user’s face, allowing an advertiser to overlay virtual objects such as glasses, make-up or hats.

“Augmented reality is widely expected to hit its stride during 2017 and so we are extremely proud to be launching VDX Face Filter in Australia,” said the vendor’s MD for APAC and South Africa, Ben Maudsley. “Increasingly, brands will begin to experiment with augmented reality in order to deepen consumer engagement and interaction. As one of the first companies to bring this type of scalable solution to market, Exponential looks forward to pioneering this type of innovative marketing.”

Invoca integrates IBM Watson

Call intelligence vendor, Invoca, is embedding IBM Watson cognitive computing capabilities into its voice marketing cloud in a bid to help marketers better analyse and act on voice data in real time.

The integration will provide marketers with insights about callers and conversations to enhance and personalise customer experiences. It’s based on the Watson speech to text API, which transcribes phone conversations into text in order for the Invoca platform to them reveal any relevant insights to marketers and business users based on keywords and phases that have been pre-determined as signal data highlighting customer intent.

As an example, Invoca said its client, Frontier Communication, can use the technology to understand the different types of conversions that happen over the phone between agent and caller, based on specific intents such as whether the agent mentions a confirmation number or installation date. Frontier then uses this data to understand conversion rates across multiple channels and optimise their marketing spend.

“With the rise of artificial intelligence, voice is rapidly becoming the new interface for computing and IBM Watson has vast experience in analysing conversations to comprehend human capacity and understanding,” said Invoca CTO and co-founder, Colin Kelley.

RadiumOne unveils partner ecosystem

Adtech player, RadiumOne, has taken the wrapper off a new partner ecosystem aimed at streamlining how marketers deploy digital campaigns.

The company has struck partnerships with 70 marketing tool and technology providers across data-driven mobile, video, cross-device campaign and native advertising management. The partnerships are designed to complement RadiumOne’s Consumer-Powered Marketing offering and help marketers improve campaign performance and insights.

The list of partners includes Crosswise, Ensighten, Liveramp, Lotame, Marketo, mParticle, Spredfast, Tealium and Segment.

Genesys finalises Interactive Intelligence deal

Genesys has completed its acquisition of customer experience management vendor, Interactive Intelligence, worth approximately US$1.4bn.

The vendor said the combination of both organisations will allow it to support customers of any size and any industry globally. Genesys now has 10,000 customers in more than 100 countries and is supporting more than 25 billion customer interactions annually. The acquisition was first announced in August.

“With this announcement, Genesys ushers in a new era in customer experience,” said Genesys chief executive officer, Paul Segre. “The combination of Genesys and Interactive Intelligence creates the largest innovation leader purely focused on delivering exceptional customer experiences. We’re pleased to welcome the Interactive Intelligence team.”

Innovid launches Marketing Cloud Suite

Video marketing platform for advertisers, Innovid, has debuted its Marketing Cloud Suite.

According to the vendor, the new offering allows marketers to include video throughout the customer journey via its integrations with Adobe, IBM and Oracle marketing clouds. The integration sees Innovid passing back user intent data to marketing clouds and data management platforms based on video interactions.

The aim is to help marketers improve existing customer segmentation and drive better marketing automation. The platform does this by using first and third-party data from digital marketing channels as well as commerce to personalise and target video ads.

Innovid was established in 2007 to provide a media-agnostic video marketing platform. Its CEO and co-founder, Zvika Netter, said the platform was about helping marketers engage each consumer in a more personal ways.

“With the new Marketing Cloud Suite, Innovid is empowering marketers to convert existing TV ads into video that can be tailored for all digital environments and customised for specific consumers, based on past exposure and interactions across all channels,” he said.

Crowdsprint brings sharing economy to digital testing

Melbourne-based startup, Crowdsprint, has overhauled the technology behind its crowd platform.

The company provides a testing service for mobile, Web and cloud-based apps by offering access to a global network of crowd testers on its platform. It has revamped the platform’s user experience with improved data security and simplified functionality and can be used across mobile, tablet and desktop.

“By testing digital projects on real devices and operating systems with real users, organisations can vastly improve defect-detection rates, reduce testing costs by 50 to 70 per cent, and go to market quicker when launching new digital products and services,”explained director, Jamie Duffield.

The company has also set its sights on expanding out of the Australian market, said Duffield.

Magisto aims at marketers

Video storytelling application provider, Magisto, has introduced a new version of its platform tailored to marketers.

Magisto for Marketers is based around the original Magisto for Business platform and uses the vendor’s artificial intelligence engine, Emotional Sense Technology, to allow marketers to create videos for content, product, brand and performance marketing purposes. Users can create multiple variations of optimised videos by using case, platform, audience, message, product and ROI performance. These can include custom branding, cloned videos, and themes automatically optimised for social channels.

“For the first time, we’re making video marketing agile, completely changing the economics of video production and drastically improving its ROI,” said Magisto’s CEO and founder, Oren Boiman. “Magisto for Marketers distinctively meets a massive market need for producing digital video with scale, velocity and creative variation.”

Magisto’s AI-powered platform is uniquely designed to help businesses new to video creation easily deliver video marketing and help companies that already use video transition to digital.

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