CMO's top 8 martech stories for the week - 13 June 2019

All the latest martech and adtech news this week from Google, Looker, Salesforce, Tableau, Xandr, Wrappt, Insentia, LiveTiles, Zendesk, Microsoft, Domo, Hootsuite, and more

Salesforce acquires Tableau

Salesforce has taken a huge leap forward in the data visualisation and analytics space, picking up Tableau for a whopping US$15.7 billion. 

The all-stock acquisition was confirmed on 10 June and already has the approval of shareholders. It’s being described as a way for Salesforce customers to unlock greater value from their data, as well as drive the vendor a further step forward in what IDC identifies as the $1.8 trillion digital transformation space.  

Read CMO's full report on the acquisition here

Google to acquire Looker 

Also buying up data analytics capability is Google, which entered into an agreement to acquire unified platform for business intelligence, data applications and embedded analytics, Looker, in a US$2.6 billion all-cash transaction. 

Upon the close of the acquisition, Looker will join Google Cloud. Google said the addition of Looker aims to provide customers with a more comprehensive analytics solution — from ingesting and integrating data to gain insights, to embedded analytics and visualisations — enabling enterprises to leverage the power of analytics, machine learning and AI. 

This acquisition builds on an existing partnership where the two companies share more than 350 joint customers, such as Buzzfeed, Hearst, King, Sunrun, WPP Essence and Yahoo!. The acquisition of Looker is expected to be complete later this year and is subject to customary closing conditions, including the receipt of regulatory approvals.

Xandr Invest launches 

Xandr, AT&T’s advertising and analytics company, has launched Xandr Invest, a strategic buying platform built for the future of advertising. 

The new platform aims to offer simplified access to and tailored buying of premium, brand-safe content, as digital and TV silos give way to converged buying. Xandr Invest will evolve buying practices to drive better business results for advertisers, while reaching interested consumers however they view content. 

Through a machine-learning optimisation system and streamlined user interface, Xandr Invest provides enhanced efficiencies to established marketing objectives, while enabling buyers to shift focus to increasingly sophisticated tactics to achieve outcomes. 

The new Xandr Invest programmatic guaranteed offering also enables buyers to reserve access to premium supply through the consolidated buying platform, with no manual tags to traffic or additional invoices to manage. The capabilities stem from AT&T's purchase of AppNexus in June last year.

“Due to the major investments we have recently committed to our buy-side platform, Xandr now supports buying in the ways that make sense for advertisers. Xandr Invest offers them the combination of our exclusive consumer insights and content, backed by incredibly powerful technology,” said president of AppNexus, a Xandr, Michael Rubenstein. “We’ve brought a platform to market that doesn’t just meet advertisers whre they are now, but sets them up to capitalise on the future of advertising as digital and TV begin to converge.” Company,

Wrappt launches mobile platform 

Brisbane-based startup, Wrappt, has taken the wrappers off a mobile video platform solution. 

The platform aims to enable more businesses to affordably create and manage compelling video content with resources they already have on hand. The cloud-based app allows the user to select from and be guided through a number of video ‘templates’ optimised for business. The footage can then be sent directly to Wrappt’s team for editing with a quick tap.

The solution is the brainchild of Brisbane-based video agency, Ride Free Media, and digital agency Vivo Group, and is a response to both video's growing power, the companies said.

“Videography is expensive to outsource, impractical to bring in-house, and most DIY attempts struggle to
meet the high standards that management wants and the audience expects”, Wrappt co-founder and
CEO, Ryan Miller, said. “We all have professional-grade cameras in our pocket, but polished video can still be hard to achieve with factors like lighting, sound and stability, not to mention the number of platforms and fast timeframes the modern marketer needs to meet.”

Isentia strengthens Mediaportal with analytics dashboard 

Isentia has expanded its Mediaportal platform with a new analytics dashboard, designed to make it easier for communications professionals to showcase the value of their activities and find fast insights. 

Isentia customers have access to visual social and media coverage data, which will help them spot key themes or flag warning signs. The data and charts are customisable, so users can focus on the metrics appropriate for their campaign, including share of voice and automated sentiment. Analytics from the new dashboard are easily converted into reports that can be downloaded or shared via a link for distribution within the business. In addition, all charts can incorporate 12 months of data.  

Underpinning this new capability is a more advanced search engine, bringing together more data in keeping with customer demand for greater customisation and flexibility. The analytics dashboard was first released to an exclusive number of clients in October and has had over 30 feature upgrades since, following customer testing.

Domo partners with Zendesk 

Domo has struck a partnership with customer experience management platform, Zendesk, to help customers better manage their Internet of Things (Iot) solutions and offer a better, proactive service experience to end users.

As part of this partnership, Domo and Zendesk launched the Zendesk Customer Success for IoT App, an application built on top of the Domo IoT Cloud, to provide end-to-end management of data from device to end user. With this new app, companies can merge their Zendesk data with data from other sources, in the Domo platform.    

Once this data is in Domo, companies can get a holistic view of its customers’ needs and habits, and see how business decisions are affecting customers in real-time.  

LiveTiles launches AI-driven solution across Microsoft 

LiveTiles has launched its artificial intelligence (AI) driven, data-centric security solution in conjunction with alliance partner, Nucleus Cyber. 

The solution will be promoted and sold by LiveTiles to enterprise customers as a feature of its Intelligent Workplace Platform. It replaces a wide variety of existing security tools, user training and configurations with an AI-powered solution that works across Microsoft’s Office 365 platform to provide security against the threat of malicious insiders. 

LiveTiles and Nucleus Cyber will work closely with Microsoft through the Microsoft co-sell sales and marketing program to target key industries such as public sector and health, including customers such as the US Marines, US Department of State and the UK Ministry of Defence.

Unmetric integrates AI into Hootsuite 

Unmetric, an enterprise solution for branded content analysis and discovery, has integrated its AI-driven social media benchmarking solution into Hootsuite.

The integration will be available to Hootsuite’s impact, enterprise and business plan customers and is designed to help better benchmark their performance against competitors’ social media content across major social networks. 

Unmetric’s AI monitors and analyses hundreds of millions of pieces of content from competitors to add layers of intelligence to social data. The aim is to give users a complete picture of the historical and current performance of relevant brand content across the competitive landscape to inform their strategic marketing planning. The data goes back to what major brands have published on their social profiles since 2012, and how audiences have historically engaged with the content.

Hootsuite customers can immediately access Xia, the Unmetric AI, through its platform to interpret data, detect outliers, and estimate hidden data.

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