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

All the latest martech and adtech news this week from SAS and Data Republic, Genesys, Hypetap, Zoho, Qualtrics, Salesforce and Dropbox, Brand Metrics and more

SAS and Data Republic team up

Data Republic and SAS have joined forces under a deal that will see users able to directly tap the vendor’s analytics capabilities when scouring data in the exchange marketplace.

Data Republic co-founder and CEO, Paul McCarney, said it was a natural step forward in the Australian company’s evolution to strike such an enhanced services deal with SAS in order to beef up its analytics offering.

“While the service we offer has included analytics capabilities since the very beginning, many of our customers are leading banks, government agencies and other large organisations who already use SAS in-house,” he said. “Through this partnership, they will now also be able to leverage their SAS expertise when managing shared data projects on the Data Republic Platform.”

SAS A/NZ vice-president, David Bowie, said several of its key local customers had urged SAS to strike up the partnership.

“Data Republic’s offering is gaining wide acceptance by many of the same organisations we have served for many years,” he commented, adding that it also gave SAS an opportunity to grow its customer base.

Users of SAS analytics will do so via Data Republic on a pay-per-use basis, with SAS providing specific elements of its software that are required for the user’s project. This will see the vendor’s software residing within the marketplace’s online ecosystem for the duration of the project.

A spokesperson confirmed Data Republic  is able to configure a variety of business intelligence and analytics tools on its secure analytics workspaces. However, SAS represents the first major analytics tech player partnership in the market.

Zoho introduces Zia Voice and Catalyst

Zoho has launched Zia Voice, a conversational AI tool for sales teams that adds speech and chat capabilities to Zia, the CRM vendor’s AI-powered sales assistant.

Zoho claims Zia now converses with salespeople via simple chat and voice messages, analyses interaction patterns and the progress of a lead or deal in the pipeline and suggests the probability of its closure, analyses email to discover relevant positive or negative sentiment, and gives salespeople real-time updates about when they are most likely to reach prospects.

The company also launched Catalyst to help businesses build and manage server-less applications and distribute them without infrastructure or scaling.

Genesys unveils customer experience marketplace, AppFoundry

Genesys has launched AppFoundry, a marketplace that incorporates integrations for its entire portfolio, including the PureEngage, PureConnect and PureCloud platforms.

The new Genesys AppFoundry claims to makes it simpler for businesses to quickly gain value from cloud and on-premises customer experience solutions available in one comprehensive marketplace. It does this through ‘one-click installation’ capability helping customers enable and configure a new integration in about 30 seconds.

More than 200 applications, integrations and services are listed in AppFoundry. Partners include Amazon Web Services, Aria Solutions, Avtex, eMite, AudioCodes, AVST, CafeX Communications, Call Journey, ConvergeOne, Jabra, Occam Networks, Plantronics, RedSky Technologies, SmartAction, Starfish Associates, and Vidyo.

One-click install for PureCloud AppFoundry applications is available now, allowing on-demand configuration and enablement. The company also plans to add one-click purchasing for PureCloud in the second half of 2018. Genesys expects to start extending these capabilities to the rest of its portfolio at the same time.

Brand Metrics launches new platform

Brand Metrics is launching a new platform enabling publishers and media owners to continuously measure brand lift on any type of digital advertising.

The system combines secure and GDPR compliant technology with an algorithm that identifies and reports a campaign’s brand lift on awareness, consideration, preference and purchase intent. The platform will be rolled out during 2018, including in Australia.

“We see a big shift going on in the market right now”, said Anders Lithner, co-founder of Brand Metrics. “On one side, we see advertisers prioritising control, looking for relevance, brand safety and a high-quality context that supports and builds their brand. On the other side, we see a lot of premium publishers fully able to offer just that, but not being able to leverage and monetise proportionally on their inventory.

“By feedbacking brand lift, publishers and advertisers can engage in discussions focusing on effect and value instead of bad proxy metrics.”

Dropbox and Salesforce form strategic partnership

Dropbox and Salesforce have struck a strategic partnership to connect Salesforce’s CRM platform with Dropbox’s collaboration platform.

The aim is to enable companies to collaborate and connect with their customers across sales, service, marketing and commerce. The companies will initially deliver two new integrations to drive brand engagement and boost team productivity: Commerce and Marketing Cloud + Dropbox to create branded, customised Dropbox folders within Salesforce Commerce Cloud and Marketing Cloud; and Quip + Dropbox to access Dropbox content, such as photos, videos, and slides directly within Salesforce Quip.

In addition, Salesforce will use Dropbox Enterprise and Dropbox will extend its use of Salesforce products including Salesforce Service Cloud, Marketing Cloud, and PRM across its business.

Qualtrics launches iQ Directory

Qualtrics has unveiled several enhancements to its Qualtrics Experience Management Platform in an effort to close experience gaps between customers and employees.

The iQ Directory offers organisations a single-system-of-record for all experience data. Powered by a layer of artificial intelligence and machine learning, the iQ Directory enables intelligent features throughout the Qualtrics XM platform, including predictive capabilities that forecast individual behaviour such as employee attrition and customer churn.

“The experiences companies deliver are more important today than they have ever been. Customers don’t just buy a product anymore, they buy an experience. And it is the experience companies provide that makes or breaks a brand,” said co-founder and CEO of Qualtrics, Ryan Smith.

“Similarly, employees don’t want a job description where they are cogs in a machine. They want their work to be an experience they can talk about and share. Companies today essentially compete on the experiences they provide and they are turning to the XM Platform to help them measure, improve, and act on these key experience programs.”

Mapp Digital unveils Mapp Cloud

Mapp Digital unveiled Mapp Cloud, a platform with solutions to streamline and optimise marketers' ability to acquire and engage customers.

Mapp Cloud handles data aggregation, customer segmentation, campaign design, multi-channel orchestration and scalable execution. The announcement follows the appointment of Steve Warren as CEO.

The offering includes four primary solutions: Mapp Acquire to leverage paid, owned, and earned channel data to identify new customer segments and deliver personalised digital experiences; Mapp Engage to orchestrate automated, comprehensive multi-step customer campaigns across email, social, mobile and web channels; Mapp Intelligence to deliver actionable insights by helping customers to automate and optimise campaigns; and Mapp Connect, a set of connectors and APIs to third party systems including CRM, DSP, and ecommerce tools.

Hypetap launches AI for influencer campaigns

Hypetap launched a suite of AI-driven tools aimed at making it safer for Aussie brands launching influencer marketing campaigns.

Influencers will automatically be vetted for profanity use and competitor conflicts to ensure brands are aligning with the right influencers for each campaign.

"We've been using sophisticated algorithmic methods and artificial intelligence for years to vet influencers based on content alignment,” said chief technology officer of Hypetap, Dhruv Singh. “Our new tools take this concept one step further, automatically identifying specific language or previous brand partnerships that don’t align with a brand’s persona or marketing objective. This is critical for brands at a time when authenticity and transparency are at the forefront of conversations around digital marketing." 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

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