CMO's top 10 martech stories for the week - 9 May 2019

All the latest martech and adtech news this week

Australian research platform, Glow, joins forces with US giant Dynata 

Australian companies looking to develop both local and overseas consumer insights now have access to 60 million people in over 90 countries, including over 700,000 Australians, following a deal announced between Melbourne-based technology start-up, Glow, and global US research powerhouse Dynata.

Collectively the two provide a platform to enable businesses to programmatically deliver data streams to Glow’s platform, allowing businesses to target, gather and analyse consumer insights in real time. 

“The partnership removes barriers that have proven prohibitive in growing the market for self-service research such as complexity, speed and cost – a point of difference that’s quickly recognised by Dynata,” said Glow CEO Tim Clover.

“The partnership enables Australian companies – operating locally or wanting to explore export markets – to gain in-depth market insights to gauge whether the market is right for their products and services,” Mr Clover said.

Validity to acquire Return Path

Validity announced it has entered into a definitive agreement to acquire Return Path, a market leader in email deliverability. Terms of the transaction were not disclosed, and the acquisition is expected to close in the coming weeks.

With the addition of Return Path, all of the members of the Validity community will now enjoy comprehensive technology solutions sales and digital marketing professionals can use to target, contact, connect with and engage with customers at scale.

Return Path offers a suite of cloud-based products to ensure email campaign optimisation and message deliverability. Return Path solutions help marketers get more email delivered, reach their subscribers and earn more revenue.

Demandbase ABM ecosystem launches

Demandbase announced the launch of the Demandbase ABM Ecosystem, which brings together the Demandbase ABM Platform, CRM, marketing automation and other technologies necessary for executing an ABM strategy.

The vision of the new ecosystem is to ensure seamless integration within the ABM tech stack to leverage data, intent and account-based audiences across technologies to deliver consistent cross-channel content, messaging and business outcomes.

The current ecosystem includes organisations such as Salesforce, Salesforce Pardot, Marketo, Oracle, SAP, Drift, PathFactory, Uberflip, Folloze and Sigstr and will continue to expand throughout 2019. 

The Demandbase ABM Ecosystem expands ABM from single-vendor solutions to include marketing automation, CRM, content management systems, content experience platforms, analytics engines, chat tools, sales enablement platforms and more to execute across various channels.

Twilio adds identity and authentication capabilities

Twilio announced Trust Onboard, a feature for its IoT SIMs to enable developers to identify and authenticate cellular connected devices against cloud services.

With Trust Onboard, Twilio delivers connectivity, device identification and authentication capabilities on a single SIM, accelerating IoT time to market.

Twilio also announced integration with Azure IoT as part of Microsoft’s IoT Plug and Play connectivity, allowing IoT developers to sync devices to their Azure cloud from the Twilio console, establishing trust as soon as the device comes online.

As IoT device fleets get larger and time to market becomes more critical, identity management is increasingly painful for IoT developers, who can invest significant time and resources figuring out how to securely pre-install unique identity credentials during manufacturing.

Having Trust Onboard certificates pre-embedded on each SIM reduces the time it takes to get an IoT solution to market while adhering to best practices.

Sprinklr expands research capabilities with AI

Sprinklr announced Product Insights, a new function within Sprinklr Research, which uses Sprinklr’s AI capabilities – called Sprinklr Intuition AI – to categorise customer comments across social media, review sites (including Amazon, Walmart, and Best Buy), and owned data such as surveys, focus groups and emails on product feedback related to design, packaging, performance or features.

Brands can now drive revenue, reduce costs and lower risk by optimising products based on real-time, actionable research.

With 11 industry-specific machine learning models in nine languages, Product Insights can be deployed globally and goes beyond Sprinklr’s standard listening capabilities by identifying product attributes and categorising them with a high degree of accuracy.

LiveTiles partners with Search365

LiveTiles announced a strategic partnership with Search365, an IT service provider to the Australian Government and financial services clients.

Search365 formed from the base engineering team that built the FAST Search capability for Microsoft.

Under the partnership, LiveTiles will combine its technology with the Search365 Knowledge Miner to create a sophisticated information discovery tool, capable of real-time file search and response.

The AI-powered Knowledge Miner will enable LiveTiles’ Bots to deliver real-time, personalised and actionable responses to a user’s request by directly pulling the relevant information from documents, policies and procedures and other relevant data sources.

The strategic partnership expands the opportunity for both parties to grow their existing global customer footprint and pursue more commercially significant opportunities.

SAP launches Customer Identity and Access Management

SAP SE announced availability of SAP Customer Identity and Access Management (SAP CIAM) solutions for business-to-business (B2B) use, to help organisations build relationships with their business customers and partners as their users scale from the hundreds to the millions.

The new software-as-a-service (SaaS) solutions are among the first B2B solutions available today to offer secure identity, consent and access control with built-in authorisation processes, helping organisations manage customer and partner data. The solutions help clients grant third parties access to first-party data and exchange sensitive or intellectual property without exposing themselves to security, legal and regulatory risk.

SAP Customer Identity and Access Management solutions for B2B enable customers to: accelerate revenue growth by deploying a single solution to manage the entire lifecycle of customer and partner digital identities, consent, authentication and authorisation; simplify customer and partner access; protect against business risk by capturing and tracking user preferences and consent across their full lifecycle.

Mapp to acquire Webtrekk

Mapp, a provider of cloud-based digital marketing solutions, announced it has signed a definitive agreement to acquire Webtrekk, a German provider of marketing analytics and customer intelligence software.

The combination of Mapp’s deep customer acquisition and engagement capabilities with Webtrekk’s customer intelligence aims to create a next-generation digital marketing platform capable of delivering end-to-end customer experiences powered by advanced analytics and personalisation.

The integrated platform will enable marketers to pool customer data centrally, analyse customer behaviour with machine learning and engage customers with the right content across all channels.

Mapp and Webtrekk will consolidate their offerings into one fully-integrated product, leveraging their respective technological strengths to provide immediate enhancements to customers of both companies.

Closing of the transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to occur in the second quarter of 2019.

Optimove launches BI Studio

Optimove, a relationship marketing hub, announced its BI Studio offering. Optimove's BI Studio builds on Optimove's existing CDP capabilities by empowering marketers to create highly personalised, sophisticated business intelligence reports, all from within Optimove. These capabilities enhance Optimove's promise of providing marketers with easy access to analytics, leading to smart marketing insight discovery.

With the addition of BI Studio, organising, analysing and sharing data and insights throughout an organisation is easier.

Optimove BI Studio features include: Powerful reporting; interactive data visualisations; and permissions management.

Location Sciences Group partners with SITO Mobile

Location Sciences Group, a global location verification provider to the digital advertising industry, announced a partnership with SITO Mobile.

Through the partnership, SITO will leverage Verify to provide independent, media-agnostic analysis and authentication of its location-targeted advertising data.

During the first phase of the partnership, Location Sciences will audit SITO's location data supply as part of an ongoing initiative to provide the specialist with insights and forensics on its supply sources. In addition, SITO will include Location Sciences' Verify tag on all of its location-targeted media delivery campaigns for its clients. This integration will not only provide SITO with the means to maintain supply integrity, but it will provide assurance to its clients that a third-party is certifying the accuracy and quality of its inventory.

This partnership also sees Location Sciences launch its pre-bid location supply product - "Verify Supply" - to market. This provides marketers with the ability to purchase pre-certified location inventory and further ensure purchase integrity. The platform itself is powered by more than a dozen machine learning algorithms helping demand supply platforms and mobile specialists to detect fraudulent signals and app publishers with questionable data. With this extra layer of filters and third-party verification, media inventory suppliers can remove the bad actors before a bid is made.

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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