CMO's top 10 martech stories for the week - 10 May 2018

All the latest martech and adtech news this week Pitney Bowes, Hootsuite, Genesys, engage:BDR, Invigor, OneTrust, dataxu, and more.

Pitney Bowes launches chatbot

Pitney Bowes has released its first chatbot platform, EngageOne Converse, which aims to deliver automated, personalised customer service through Facebook Messenger and Web applications. 

Part of the EngageOne suite of customer engagement solutions, Converse is an intelligent self-service technology, designed to integrate data and location information into leading messaging software to help support the 55 per cent of consumers who currently welcome customer support through chatbots.

With EngageOne Converse, a customer can type their question through their preferred messaging application. The chatbot then either provides an answer directly through that conversation, directs the customer to the exact support page online to answer their question, or directs them to other support options for a resolution.  

New artificial intelligence-powered routing engine by Genesys

Genesys has introduced a routing engine powered by artificial intelligence (AI) capabilities, Genesys Predictive Routing, which uses historical performance data and matches customer and employee attributes to predict which contact centre resource is the most likely to achieve business goals.

Through AI, Predictive Routing builds models from aggregated customer profiles based upon factors such as preferred communication channel, products purchased, past service requests, and recent transactions. This is combined with employee profiles such as tenure, knowledge, skills, interaction history and business outcome data to predict the optimal customer-employee match for the desired result. Customer and employee data models are continuously updated. 

Predictive Routing is now available for Genesys PureEngage and works across every channel. Using its common microservices architecture, the vendor plans to roll out the capability to the PureConnect and PureCloud platforms later this year.

engage:BDR acquires AdCel 

ASX-listed advertising platform player, engage:BDR, plans to acquire AdCel, a mobile monetisation platform, for US$4.5 million. 

By acquiring AdCel, engage:BDR aims to increase its current integrations to 126 and add more than 6000 new apps to its publisher supply portfolio.

This will be the second acquisition for engage:BDR in the last two years. The acquisition is subject to formal due diligence, which is expected to be completed within 30 days.

The proposed AdCel acquisition is expected to add $2 million in revenues in the first full year after completion of the acquisition, and to deliver up to $5 million in additional revenues in the first full year.

engage:BDR has also conducted an associated capital raising to source $2 million at $0.16 cents per share to complete the acquisition and for working capital. The company shortly undertake a share purchase plan for existing eligible shareholders on similar terms.

Hootsuite integrates with Pinterest

Hootsuite has struck a global partnership with Pinterest that will see the latter natively integrated into its social media management platform.

Thanks to the new integration, Hootsuite users can schedule and publish content onto their own Pinterest boards, as well as measure and analyse the performance of individual pins. Under the arrangement, Hootsuite has also become a Pinterest content marketing partner.

Hootsuite said Pinterest has more than 200 million active users and a driver of sales, with traffic from the social site 3.8 times more likely to convert into a sale. Hootsuite already integrates with Facebook, Instagram, Twitter, YouTube, Google+, Wordpress and Linkedin.

Invigor parters with ChronoBank.io to create digital tokens

Invigor Group has entered into a joint venture agreement with ChronoBank.io (LaborX) to offer retailers, brands and service providers internationally the ability to drive additional revenue through digital tokens.

Invigor will collaborate with ChronoBank.io to introduce ‘Infinity’, a digital token which will be earned from purchases or services. Infinity will be used alongside current rewards programs, enabling interchangeability between businesses and consumers respectively. 

It aims to create a loyalty program in which retailers will have the ability to distribute Infinity digital tokens in lieu of or supplementing existing rewards points. It plans to offer an exchange where loyalty points can be exchanged for additional Infinity digital tokens.

Initially, it will focus on the retail and services industries.

CrossInstall launches Creatives as a Service

CrossInstall has unveiled creatives-as-a-service (CaaS), a new unit dedicated to producing playable ad units across major networks such as Facebook, Google UAC, Snap and others.

CrossInstall playables is designed to enable consumers to experience an application before they download it by playing a version of it directly within the ad unit. The service includes creative iteration, storyboarding, design, development, and QA to ensure all ads are visually pleasing and universally compatible across platforms. CrossInstall also performs regular checks to ensure loading, layout orientation, and interaction performance.

The company said the new unit will allow advertisers to leverage its playable ads to expand their reach to hundreds of millions of users across the industry’s largest platforms. In coming months, CrossInstall also plans to provide a self-serve dashboard to deliver creative insights as well as ad spend and quality reporting.

OneTrust joins forces with IAB Europe for GDPR framework

OneTrust has partnered with IAB Europe to help publishers in the digital advertising chain meet certain transparency, notice, and choice requirements for the EU’s General Data Protection Regulation (GDPR) and ePrivacy Directive.

OneTrust claims to be the first privacy management software to comply with the IAB Europe GDPR Transparency and Consent Framework. OneTrust customers will be able to integrate use of the IAB Europe Framework within their websites and applications for digital advertising best practices.

The IAB Europe Transparency and Consent Framework provides a common language for these organisations to work together and effectively deliver digital advertising to consumers through approved consent management providers (CMPs).

Customers can use OneTrust to pull vendor privacy declarations from the IAB Europe Global Vendor List and provide necessary information about the approved vendors. Customers can capture consent from a user, where necessary, before personal data is collected and, if approved, share those preferences to ad tech vendors in adherence to the user’s choice.

This partnership allows OneTrust customers to integrate their existing website privacy notice and policies into the IAB Europe Framework, simplify transparency, notice and consent capture and demonstrate compliance across their first- and third-party content ecosystem.

dataxu launches Omnichannel Contextual Suite

dataxu has launched its updated Omnichannel Contextual Suite, powered by contextual intelligence vendor, Grapeshot. Available globally through dataxu’s TouchPoint demand-side platform, the Contextual Suite includes brand safety measures, contextual pre-bid targeting, and custom keyword targeting.

Dataxu said the Grapeshot integration aims to help customers achieve GDPR compliance as they continue to apply relevant and scalable targeting to their digital campaigns. The partnership also means a rapidly scaling suite of Contextual Intelligence solutions, including individual page level URL categorisation and custom brand safety.

Features Grapeshot adds to dataxu’s Contextual Suite include contextual checks, with data refreshed every 15 minutes, and custom keyword sets, facilitating micro-targeting and anti-targeting around specific content.

Rappier launches SaaS platform

Singapore-based adtech vendor, Rappier, has taken the wrapper off its new SaaS campaign management platform, Unliche.

Unliche aims to help marketers manage their customer acquisition campaigns, gain intelligence on Web and in-app user behaviour and access advanced analytics, from one platform.

Using the tools, marketers can view which digital channels are most effective in driving customer acquisition, optimise campaigns based on performance across different channels; and manage ad spending across fragmented media channels.

Delacon partners with Performance Horizon

Delacon and Performance Horizon have completed their integration partnership designed to help brands using affiliate or partner marketing programs more accurately identify the best performing partners.

The two companies said the partnership gives marketers increased visibility into the overall success of partner campaigns by measuring and attributing telephone calls originating from affiliates.

Delacon’s integration with Performance Horizon, which has more than 272,000 marketing partners operating in more than 214 countries and territories, means the customer sales journey can now be more fully tracked and affiliate partners properly rewarded for sale conversions made via phone. Brands can also optimise their campaigns with partners that deliver higher quality leads across sales channels, including the phone.

The integration follows the launch of its speech analytics platform, which enables marketers to analyse calls made to their call centres. Using an artificial intelligence engine to transcribe and analyse calls, Delacon has developed the specialist module to provide a deeper understanding of customer behaviour and sentiment.

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