​CMO's top 8 martech stories for the week - 15 February 2018

All the latest martech and adtech news this week from LogMeIn, Adobe, RhythmOne, Lotame, DataWatch, Criteo, Instapage and Seismic

LogMeIn launches new AI-powered Bold360 product line-up

LogMeIn has launched a new artificial intelligence (AI) powered Bold360 product portfolio, which brings together chatbots and human agents for better customer service.

Bold360 AI is a conversational chatbot and virtual customer assistant solution designed to make self-service more engaging and intuitive. Aimed at addressing the challenges associated with delivering customer experiences, Bold360 brings humans and bots together in an integrated solution. Functionality include an AI-powered agent assist, bot to human transition, intelligent self-service, faster time-to-value, 360-degree customer view, and integration with business systems.

The rollout of the new product family follows the debut of LogMeIn's Bold360 customer engagement suits last year and acquisition of Nanorep's digital self-service solution.

This week, LogMeIn also revealed plans to acquire Jive Communications, a provider of cloud-based phone systems and unified communications services, in an effort to take aim at the US$25 billion unified communications and collaboration (UCC) market.

The deal is expected to accelerate LogMeIn’s overall UCC strategy and bolster LogMeIn’s collaboration portfolio, bringing together LogMeIn’s market-leading offerings like GoToMeeting, GoToWebinar, OpenVoice, and join.me with Jive’s UC products. The deal is expected to close during the second quarter of 2018, subject to certain regulatory approvals and customary closing conditions. 

RhythmOne acquires YuMe

Programmatic adtech platform provider, RhythmOne, has also been on the acquisitions path, picking up YuMe in a deal worth approximately US$185 million.

YuMe offers access to a data-driven advertising platform, video and connected TV inventory, consumer insights, cross-screen targeting technology, and established demand relationships. The acquisition is expected to further the RhythmOne’s strategy to build a unified programmatic platform with unique audiences of differentiated quality at scale.

YuMe will become a wholly-owned subsidiary of RhythmOne, and the acquisition will result in a combined entity with financial scale and a complete end-to-end platform in one of the fastest growing segments of the industry, the two companies claimed.

“We are proud of the business we have built and the strength of the relationships we have cultivated. Our robust technology platform and legacy of video innovation combined with RhythmOne’s supply scale and unified programmatic marketplace, creates one of the largest and most effective platforms for digital advertising available to advertisers today,” said YuMe CEO, Paul Porrini.

Adobe brings AI into personalising content

Adobe has taken the wrappers off new Sensei and cross-cloud capabilities in Adobe Experience Cloud aimed at bridging the content and data divide and enabling brands to reach consumers across the full range of devices and channels. 

The company’s AI and machine learning framework, Sensei, further automates the delivery of personalised content and offers new ways to pull creative content instantaneously from Adobe Creative Cloud into Marketing Cloud for brands.

Experience Manager’s new intelligent content capabilities will be available next month and allow marketers to intelligently discover images, automatically personalise content, intelligently tailor images for different screens, and adapt forms for a better experience.

Criteo reseller program launched in APAC

Criteo has launched its official Criteo reseller program in Asia-Pacific and China.

Based around an application programming interface (API) that simplifies campaign management, the Criteo reseller program allows merchants to manage and adjust their own ad spends and cost-per-click (CPC) prices to boost sales under the marketplace’s retargeting campaign. The marketplace manages the technical integration, with no further technical development required from merchants.

Regional e-commerce sales are expected to exceed US$3 trillion and account for more than 25 per cent of total regional retail sales by 2021. Across the APAC region, close to six in 10 shoppers purchase products on online marketplaces.

“Through the Criteo reseller program, merchants can now take advantage of Criteo dynamic retargeting, within marketplace environments to re-engage shoppers online. This allows them to  control and adjust ad spend to better target shoppers by connecting them with products they need and love. This will boost revenue for themselves, the marketplaces and the economies they are a part of,” said Yvonne Chang, Criteo executive managing director, Asia-Pacific.

Datawatch acquires Angoss Software

Datawatch has acquired Angoss Software Corporation, a privately-held data science platform provider based in Toronto, Canada, for US$24.5 million. 

The acquisition will augment Datawatch’s Monarch data intelligence offering with expanded capabilities to enable data scientists to perform predictive and prescriptive analytics in a wide variety of enterprise applications.

Angoss data science solutions are used by more than 300 organisations in 30 countries including Barclays, Unilever, Scotiabank, TD Bank, Bayer, Wells Fargo, Bank of America and Air Canada.  Angoss provides modelling and validation tools for machine learning in high-value applications for customer segmentation, customer churn, credit risk scoring, fraud detection, next best action, collections and recovery, and many other solutions.

“Our legacy in data preparation serves as the ideal foundation to extend into all levels of analytics, including predictive and prescriptive analytics," said Datawatch president and CEO, Michael A Morrison. "With the Angoss data science platform, we are uniting data preparation, machine learning and predictive analytics to provide an end-to-end data intelligence solution for the enterprise."  

Instapage announces support for AMP landing pages

Instapage is bringing Google's Accelerated Mobile Pages (AMP) framework to landing pages so marketers and advertisers will be able to create dynamic landing pages directly from the Instapage platform.

AMP is a Google-backed open-source project designed to deliver faster page load speeds on mobile devices, and help marketers and advertisers provide a better experience for mobile browsing. Instapage is reportedly the only landing page solution working with the AMP team to make these landing pages a reality for advertisers and marketers.

By 2019, mobile will account for 62.5 per cent of all Internet expenditure. But while mobile spend has outpaced desktop, load page times remain a hurdle for landing pages. Conversions fall by 20 per cent for each additional second that it takes for a site to load, and 40 per cent of consumers will leave a page that takes longer than three seconds to load, according to the State of Mobile Conversions Report.

Lotame launches ‘Precision Audiences’

Data management platform, Lotame, has launched what it claims is the world’s largest data exchange, ‘Precision Audiences’, in an effort to deliver validated, on-target audience segments and insights.

Lotame reports 80 per cent of marketers say audience data is critical to their digital advertising efforts, and 53 per cent have increased their annual spend on data-driven advertising. However, concerns over quality have exploded, as in 2016, bots accounted for 40 per cent of all internet traffic, manipulating audience insights for 94 per cent of media sellers. Other challenges include unreliable data collection and volume incentives among data providers and shared PCs across consumers.

The company said its new validated demographic segments are guaranteed to exceed industry benchmarks in more than 20 major countries.

Seismic is on the Deloitte Fast 500 

Seismic is on the Deloitte Fast 500 for the second year in a row  after announcing a net revenue retention rate of 118 per cent, strong customer retention, and 97 per cent year-over-year revenue growth.

According to the sales enablement vendor, it ended 2017 as the largest company in the sales technology space, and it on-boarded a new enterprise customer every 2.5 days and impacted more than 2.5 million selling interactions.

To keep pace with rapid growth, the company has hired former Guidewire Software CEO and founder, John Raguin, as chief marketing officer. In 2018, Seismic plans to hire approximately 190 additional employees.

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