CMO's top 8 martech stories for the week - 21 June 2018

All the latest martech and adtech news this week from tableau, Pipedrive, AppNexus, Datorama and more

Tableau acquires Empirical Systems

Tableau Software has acquired Empirical Systems, an artificial intelligence startup originating out of the Massachusetts Institute of Technology (MIT) Probabilistic Computing Project.

With Empirical Systems’ automated statistical analysis technology integrated into the Tableau platform, Tableau aims to enable customers to gain insight into their data without needing to manually build the underlying data models.

Empirical Systems’ Analytics Engine automates data modelling that would typically require a trained statistician and allows people to explore, explain, predict and simulate that data in real-time. This makes it possible for people to solve common data problems - like detecting relationships between variables, uncovering previously unknown factors driving patterns or spikes in the data, and inferring missing values.

Empirical employees will join Tableau and, as part of the acquisition, Tableau plans to establish a research and development centre in Massachusetts. The team will focus on integrating the technology into the Tableau platform, with capabilities Empirical has built available in future releases of Tableau.

Pipedrive raises US$50 million Series C financing

Sales CRM vendor, Pipedrive, has closed a US$50 million Series C round led by new investor Insight Venture Partners and existing investor Bessemer Venture Partners, with additional participation from existing investors Rembrandt Venture Partners and Atomico.

Pipedrive plans to further expand its R&D, accelerate customer growth across its global footprint, and explore strategic acquisitions. This round brings Pipedrive's total venture capital funding to date to US$80 million.

"This significant capital infusion, including a new partnership with Insight and further investment from Bessemer, is a major milestone in the Pipedrive story,” said Pipedrive co-founder and CEO, Timo Rein. “By leveraging our investors’ expertise and spirit for building disruptive, global tech companies, our capacity to invest in new functionalities, conquer new markets, and help thousands more teams sell with certainty and efficiency has never been stronger.” 

AppNexus launches Guaranteed Views

AppNexus has debuted Guaranteed Views, a marketplace product aimed at changing the way advertising is bought and sold on the Internet.

Guaranteed Views claims to enable marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100 per cent viewable buying at scale outside of Facebook and Google.

Guaranteed Views uses view prediction technology to determine impression values. AppNexus said it takes on the risk by paying the publisher a CPM on every impression even though buyers only pay for viewed ads, thus creating a liquid market. Guaranteed Views is built to work with third party viewability vendors and adheres to the IAB standard definition of viewability or custom definitions.

Advertisers can buy Guaranteed Views globally through the AppNexus Marketplace. This functionality is now available via AppNexus’ DSP, the AppNexus Programmable Platform. It is also available in closed beta via The Trade Desk and will become available through integrations with other DSPs including Adform in the coming months.

iSynergy Group creates mobile-optimised solution

iSynergy has created a new mobile solution for its retail loyalty affiliate program, MyKad Smart Shopper.

The Web portal aims to deliver a user experience that allows faster access and reporting for affiliates, merchants and users. New features, suitable for both Apple IOS and android devices, include more detailed and timely reports, such as breakdown of rewards earned, and program transaction records. The solution is also optimised to automatically adapt to the screen size of any mobile and desktop device without compromising access to features.

A QR code system has also been implemented as an alternative to using the MyKad, Malaysia's national identity card, to process and verify program transactions via the mobile application or terminal.

OneTrust automates Data Subject Access Rights (DSAR) Portal 

OneTrust is claiming its data subject access rights (DSAR) tool has helped organisations handle more than 10,000 requests within two weeks of the General Data Protection Regulation (GDPR) going date on 25 May.

OneTrust’s DSAR tool is based on deep privacy research and gives an organisation a scalable and secure way to handle individual rights requests from customers, employees, partners and other data subjects under the GDPR.

Recent updates to OneTrust’s DSAR tool gives organisations more options to customise and automate workflows, offers built-in translations to 100+ languages and enhances reporting and metric capabilities. 

The GDPR outlines nine distinct rights for data subjects including data portability, access, erasure and rectification. Providing this service manually can require complicated and time-consuming internal actions, from processing the request, verifying the data subject’s identity, locating the data and responding in a timely fashion. Under the accountability principle, GDPR also requires that organisations be able to demonstrate compliance with their obligations.

Datorama creates fresh Data Canvas

Datorama has taken the wrappers off Data Canvas, a suite of new data visualisation capabilities within its marketing intelligence platform.

Data Canvas leverages the power of artificial intelligence (AI) and aims to help marketers create expert-designed dashboards to tell data-driven stories. Users can create visualisations using drag-and-drop actions, accessing thousands of marketing data sources to tell any story or answer any question. 

Datorama’s Data Canvas launch is comprised of four features: InstaBrand, AI-powered image analysis for marketers to drag-and-drop a logo/image; Design Suite with editing tools for marketers to control colour palettes, fonts, background images and gifs; Theme Library to access 10 included, out-of-the-box themes and unlimited custom themes for personal or team use; and Visualisation Library of data visualisation widgets available for reporting, analysis and optimisation.

Localytics aims at enterprise with Campaign Builder

Localytics is looking to support enterprise marketers with Campaign Builder, its new platform for build stronger connective tissue between mobile and digital interactions by factoring in user behaviour across channels.

The new Campaign Builder claims to enable marketers to create personalised, multi-step campaigns triggered by user behaviour inside or outside of their app and adapt based on how users interact with each message. Campaign Builder will also exchange data with the rest of an enterprise marketing tech stack, including Salesforce Marketing Cloud, to ensure marketing campaigns across mobile and digital have the right context from mobile to drive real ROI.

Localytics said Campaign Builder is designed to help marketers overcome the complexity of understanding and responding to customer interactions on mobile and digital channels and help them deliver a truly personalised experience for each and every one of their customers. Other features include the ability to trigger messages in real time, leverage multiple data sets, and send one message to multiple apps. In coming months, Localytics said it will add additional features.

Kustomer secures US$26 million in Series B funding

Kustomer has raised US$26 million in a Series B financing round, bringing its total funding to US$38.5 million.

Kustomer's CRM platform aims to enable service organisations to better understand their customers. The vendor is looking to empowers agents with real-time omnichannel capabilities, and the ability to deliver personalised experiences at scale by integrating all business data and automating intelligent workflows.

Redpoint Ventures led the round with participation from Series A investors, Canaan Partners, Boldstart Ventures, and Social Leverage. Cisco Investments also joined as a new strategic investor. Additionally, Tomasz Tunguz, Partner at Redpoint Ventures, will join Kustomer's board of directors.

"We have all experienced bad customer service. We saw there was a real need for a modern CRM platform that focuses on the customer, rather than a support ticket, in order to eliminate these negative experiences," Kustomer CEO and co-founder, Brad Birnbaum, said.

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