CMO's top 8 martech stories for the week - 19 April 2018

All the latest martech and adtech news this week, including Adobe, Moat, Pinterest, Qualtrics, and more

Moat announces new capabilities

Oracle's Moat has announced new capabilities to detect invalid traffic, including traffic from bots designed to look like consumers.

Moat's new functionality utilises insights gained from Oracle's data assets, including its Zenedge and Dyn acquisitions. Moat also confirmed it has achieved accreditation standards set by the Media Rating Council (MRC) for its desktop and mobile Web Sophisticated Invalid Traffic (SIVT) detection.

Other enhancements to Moat's platform arm brands with advanced metrics, include: Hidden Ad Rate, which quantifies ads that are hidden from users for the entire duration of an impression; Session Hijacking, which detects manipulated human activity; and Invalid Domain Rate, which captures sophisticated domain-spoofing.

Qualtrics acquires Delighted

Qualtrics has acquired Delighted, a customer experience (CX) measurement and rating company.

Used by more than 1500 companies, five-year-old Delighted has been helping measure and improve customer experience in small and medium businesses. Its platform combines one-question NPS, CSAT, CES, or 5-star rating with consumer-grade design, administration, and reporting.

With the acquisition of Delighted, Qualtrics is hoping to enable even the smallest organisations to get a pulse on their customers. Qualtrics’ customer experience technology is used by more than 8500 organisations in 90 countries.

“With the addition of Delighted, Qualtrics can now be used by the earliest-stage startup or the most sophisticated, global organisation,” said co-founder and CEO, Ryan Smith. “With the Qualtrics Experience Management Platform, organisations have a single system of record for all of their customer experience programs."

Adobe acquires Sayspring

Another acquisition confirmed this week is that by Adobe of voice application development platform startup, Sayspring.

Founded in 2017, New-York based Sayspring has technology aimed at making it easy to design voice applications without coding.

“The way we interact with our devices is at a significant inflection point,” said Adobe executive vice-president and CTO, Abhay Parasnis. “We’re moving beyond the keyboard and mouse and even our touchscreens to using something that is even more natural – our voice – to interact with technology. Voice tech is growing fast, and we strongly believe it must become an integral part of Adobe’s portfolio moving forward.

“We’re excited to welcome Sayspring to Adobe, and we’re looking forward to putting the technology to work to empower more people to create next-generation voice experiences.”

Sayspring founder, Mark Webster, said since launching just a year ago, his team has been striving to provide creators with tools to work with voice technology without coding.

“This aligns tightly with Adobe’s vision to give everyone – from emerging artists to global brands – everything they need to design and deliver exceptional digital experiences,” he said.

Zaius raises US$30 million

Martech player, Zaius, has raised US$30 million in Series B funding.

The vendor provides business-to-consumer (B2C) marketing software which combines CRM, marketing automation and analytics, capabilities. It’s aimed at empowering B2C marketers to optimise customer lifetime value, drive more repeat sales, and increase average order values. Existing customers include Scotts Miracle-Go, Burt’s Baby Bees and Anheuser-Busch InBev.

The latest funding round was led by Insight Venture Partners and brings total investment into the business to US$50.8 million to date. It’s earmarked for developing the partner and develop ecosystem as well as expanding platform functionality.

Demandbase launches ABM Analytics

Demandbase has launched ABM Analytics within the ABM Platform, leveraging the company’s account identification technology.

ABM Analytics aims to help marketers view performance of their ABM initiatives from advertising to pipeline and revenue, to understand the progression of their most valuable accounts across the buying cycle. The new functionality allows marketers to compare the performance of different audiences or account lists, evaluate the impact of specific programs, and compare the performance of different vendors within a single platform.

Additional layers of insights expose trend and velocity data, and surface recommendations for next best actions to drive higher conversion rates through the funnel.

TruRating debuts plug-in with Magento

TruRating has taken the wrappers off an official extension with Magento Commerce.

In addition, the TruRating solution, which began as an in-store service when the company was founded in 2014, is now available to all online retailers, as well as Magento. This means businesses with both online and brick-and-mortar stores can gather customer feedback across those channels, combining ratings with transaction data to gain omni-channel insights. 

Through Magento, digital retailers can go live with TruRating in less than 15 minutes, and for those handling fewer than 10,000 transactions per year, TruRating is free. TruRating is planning additional ecommerce announcements in Q2.

Pinterest announces new business profile

Pinterest has rolled out a new business profile that aims to give more control over how brands appear on Pinterest.

The profile includes the ability to customise profile covers to highlight relevant customer content; and reach beyond followers with a new stat on monthly viewers. The new Following tab also lets followers see latest Pins, in the order they are saved. The Following tab also has built-in ways for people to find new profiles to follow.

The updates are due out over the next couple of months.

Ooyala and MPP Global team up

MPP Global and Ooyala have struck a worldwide partnership aiming to bring a suite of services for broadcasters, operators and media companies to easily, effectively and better monetise OTT and IPTV video services.

“Adding MPP Global to Ooyala’s partner ecosystem was a natural fit,” said Ooyala CEO, Jonathan Huberman.

“We’re able to build on their content monetisation and customer acquisition and retention capabilities by providing an exceptional solution to help media companies build out new subscription offerings, while improving existing ones. In today’s world, where consumers demand premium video content anywhere, anytime and on any screen, every media company is looking for ways to enhance their video offerings and better engage viewers.”

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