CMO's top 8 martech stories for the week - 23 November 2017

All the latest martech, adtech and CX tech news from Salesforce, Aprimo, Adobe, Microsoft, Marketo, Freshdesk, Sprinklr, Tibco, The Trade Desk, Drawbridge, Tapad and Sizmek.

Salesforce launches Data Studio

Salesforce has unveiled Salesforce Data Studio, a data sharing platform it says will connect data owners with buyers and create new marketing opportunities for audience discovery, sharing and activation.

Part of the Salesforce Marketing Cloud and built off the back of the vendor’s acquisition of DMP player, Krux, last year, the platform allows data owners to control data, while providing software-enabled governance tools to ensure the safety and security of data assets being used and shared. The product was launched this week in partnership with existing Salesforce customers, Mamamia and Southern Cross Austereo network.

Features include new audience discovery and search tools, which combine reach, overlap and indexing tools around a brand’s owned data; and more reach through second-party data sharing, and better rule control around usage and pricing.

“Salesforce Data Studio enables marketers to monetise their premium data assets while accessing the largest source of second-party data to supplement existing datasets,” said Salesforce for Advertising APAC MD, Jo Gaines.

“Data Studio allows data owners to protect and provision their premium digital assets at scale to trusted partners while aligning with data governance requirements. This enables data trades in a control environment with complete control to manage partnerships individually to maximise revenue yield.”

Data Studio is the new-look data sharing offering first announced by Krux last year as 'Krux Links' in 2016. The product re-launch incorporates new publishing partners, Mamamia and SCA, as well as new features in audience discovery, sharing, and activation data.

Aprimo pitches more intelligent resource planning

Intelligent resource planning and enhanced search are among new feature sets released by Aprimo in its updated Marketing Productivity solution this week.

Intelligent Resource Planning is designed to automate resource capacity management and provide recommendations on optimal allocation of resources and assignments based on team capacity and roles. It also works to proactively predict project bottlenecks, as well as visualise work management.

Other enhancements include new platform-wide search functionality including digital asset management, allowing users to search based on keywords to find assets, projects, tasks and people. There’s also a new ability to place comments into video assets, as well as a fresh homepage user interface that includes custom cards and buttons to pass data between Aprimo’s platform and other applications.

“As marketing team workloads diversify and grow, there is a demand for intelligent technology to make their daily jobs easier and more efficient amidst the increasing daily noise,” said Aprimo CEO, John Stammen.

“Aprimo’s new Marketing Productivity features intelligently automate tasks that typically delay marketing teams and empower them to achieve success with greater team organisation. As a result, marketers are able to prove return on marketing investment, raise their value within the organisation and ultimately gain an advantage over the competition.”

Adobe and Microsoft announce latest integrations

Adobe’s content management solution, Experience Manager, has been integrated with Microsoft Dynamics 365 as part of an ongoing partnership between the two vendors.

Adobe and Microsoft first announced their strategic partnership in September 2016, and have been working since then to integrate components of the full suite of Adobe products, including Adobe Marketing Cloud and Adobe Experience Cloud, with Microsoft’s CRM offering.

The latest integration is aimed at helping joint customers optimise enterprise selling and lead management by assisting with one-to-one personalisation of Web content and connecting any lead generation data input on the Web to a Microsoft CRM system.  

“For well over a year, engineering teams across Adobe and Microsoft have been working closely together and making available to joint customers a number of integrations that drive business value,” said Adobe VP, Experience Cloud strategy, Suresh Vittal. “By empowering enterprise companies to design and connect rich content with vast amounts of data – including CRM data from Microsoft Dynamics 365 – Adobe and Microsoft are uniquely positioned to transform how sales and marketing organisations engage with customers.”

Microsoft general manager of business applications group, Alysa Taylor, added the latest integration is about bringing hyper-personalised engagement at scale.

Existing integrations include Adobe Campaign with Microsoft Dynamics 365; Microsoft leveraging Adobe Audience Manager for custom audience targeting through Bing; and integration of Adobe Analytic Cloud’s voice analytics capabilities with Microsoft Cortana.

Adobe is also running its Campaign, Experience Manager and Audience Manager offerings on Microsoft Azure to deliver cloud services.

Freshworks debuts digital marketing toolkit

Business software vendor, Freshworks, has taken the wrappers of Freshmarketer, its rebranded suite of marketing tools aimed at helping with customer conversion.

The conversion rate optimisation toolkit is the result of the vendor’s acquisition of Zarget earlier this year, and includes A/B testing, heatmaps, session replay, and polls and feedback features. Freshdesk said it’s also adding in new capabilities for Web content personalisation. Long-term, the company said it will also enhance Freshmaker’s capabilities to fully integrate into its wider business software ecosystem of products.

“Understanding customer behaviour and marketing play a big role in delivering the best possible experience,” Freshdesk CEO and co-founder, Girish Mathrubootham, said. “Freshmarketer will help marketers make informed decisions on their online properties without the need for deep technical resources or large budgets.”

Read more: Freshdesk unveils Freshworks umbrella brand

Other SaaS offerings in the vendor’s portfolio are Freshdesk for customer service, Freshsales CRM and Freshcaller for call centres.

Sprinklr and Opal Labs head to court

Social media management vendor, Sprinklr, and one of its employees, is being sued by US-based Opal Labs for allegedly stealing its intellectual property.

The US$50 million lawsuit was filed at the Multnomah County Circuit Court in Oregon, Portland, where Opal Labs is based, and alleges breach of contract as well as violation of the Uniform Trade Secrets Act, actions that resulted in Opal Labs creating a competing product. The suit also names Sprinklr VP of product and solutions enablement, Paul Herman, who was a user of Opal’s products during his time with Nike.

The two companies had been working together since 2014 and had then signed a software integration agreement in 2016. The suit relates to breach of the 2014 agreement.

According to a report on Business Insider, the lawsuit was originally filed on 7 September. Sprinklr is denying the allegations.

Read the full report here

Marketo shores up native Salesforce CRM integration

Marketo says its enhanced native Salesforce CRM integration will increase data syncing speeds between the two platforms by up to 50 per cent, improving the way sales and marketing teams collaborate.  

The enhancements will be released later this quarter and are aimed at empowering marketing and sales teams to convert more leads to revenue, as well as helping teams tailor conversations based on real-time customer behaviour.

According to Marketo chief product officer, Manoj Goyal, the vendor has consistently maintained and enhanced its robust and mature integration with Salesforce CRM.

“This is just the latest investment in Marketo’s ongoing commitment to sales and marketing alignment,” he added.

Tibco acquires Alpine Data for collaborative project management

Analytics software provider, Tibco, has acquired Alpine Data, a cloud-based data science and social collaboration platform, for an undisclosed sum.

Alpine Data’s offering is designed to help manage a data and analytics community using social collaboration and digitally-led tools, including data engineers, business professionals, analysts, IT, developers and executives. It does this by showing a unified view of data, analytics and compute engines, as well as advanced analytics on data workflows.

Tibco said the acquisition will bolster its data and analytics capabilities and complement existing solutions such as Tibco Statistica and Tibco Spotfire.

“Many of our most innovative customers use data science to beat their competition,” said Tibco SVP analytics, Mark Palmer. “Adding Alpine data will help our customers get more out of their data science and machine learning investments, so they can act on the insights they discover more quickly than before.”

Adtech players team up for cross-device ad targeting

Adtech players, Sizmek and Tapad, have struck a global alliance that will see Sizmek’s predictive advertising capabilities utilising Tapad’s Device Graph data to improve digital advertising targeting across devices.The news comes as Drawbridge and The Trade Desk also foster closer ties in the name of better ad targeting.

The pair will do this by combining Sizmek’s existing data enablement, creative optimisation and media execution capabilities, with Tapad Device Graph to more accurately match people and devices. The datasets will be available to Sizmek customers across the Americas, EMEA and APAC.

“Tapad is known for its strong cross-device capabilities, and its offering is an excellent addition to our growing program for best-of-breed data and measurement partners," said Sizmek chief growth officer, Mike Caprio. “This partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimisation, data enablement and media execution."

Tapad SVP, strategy and global partnerships, Chris Feo, said the adoption of industry-leading AI and machine learning campaigns are a great complement for the Device Graph. “Our ability to create smaller, more customised segments in conjunction with Sizmek’s AI modeling will deliver much more efficiency, effectiveness and increased ROI for marketers worldwide,” he commented.   

Meanwhile, under an extended partnership, the pair will leverage Drawbridge’s Connected Consumer Graph to help advertisers better reach mobile and desktop audience segments on connected TV devices via The Trade Desk’s programmatic buying capability. Advertisers are already accessing Drawbridge’s people-based identity solution for native, in-feed and video targeting.  

Brand and agency clients using The Trade Desk Platform can use Drawbridge’s Connected Consumer Graph to extend their first-party mobile and desktop audience segments onto connected TV devices, and vice versa, enabling unified reach and attribution across smartphones, tablets, computers, and connected TV.  

“Consumers spend twice as much media time on TV compared to computers and a third more than mobile, and streaming services are now in half of all US households,” said Drawbridge global head of client strategy, Haylee Adkins. “TV is clearly still a major device, which is why we want to bring this data into our identity graph for brands and agencies to leverage for their marketing initiatives. This is the first step in bridging TV with digital – ultimately we want to provide advertisers access to addressable and linear TV at scale, and we’ve already started with programmatic TV capabilities.”  

The Trade Desk VP of data partnership, David Danziger, added its intention is to help brand and agency clients reach audiences more efficiently.  

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