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

All the latest martech and adtech news this week from Oracle, Mood Media, Criteo, Emarsys, MiQ, Engagio, Oracle, Demandbase, Taboola, Outbrain, Campaign Monitor, Wrike and Purple Square.

Oracle buys CrowdTwist

Oracle has signed an agreement to acquire CrowdTwist, a cloud-native customer loyalty solution, to empower brands to offer personalised customer experiences.

Upon the close of the acquisition, the CrowdTwist team will join the Oracle Customer Experience (CX) Cloud organisation. Financial terms were not disclosed.

Together, Oracle and CrowdTwist aim to enable organisations of all sizes to deliver personalised engagement and extend loyalty and reward programs to a brand’s most beneficial customer behaviours.

Mood Media unveils new Brand Experience Platform

Mood Media, an in-store media solutions company, has unveiled Harmony, its new all-in-one multimedia Brand Experience Platform.

This proprietary technology platform aims to enable brands to connect and manage in-store content – including music, messaging, visuals and interactive components – through one content management system (CMS). The aim is to shift brands away from using different devices and platforms, instead providing one system that simplifies and streamlines their ability to create and execute the in-store experience.

Additionally, Mood Media is introducing the Harmony A/V Media Player, one of the newest offerings available within Mood’s Harmony platform. This new compact multimedia device gives brands the ability to play and support robust HD content from a single player – including music, HD video, HTML5, RSS feeds, live streaming and more.

Criteo files complaint against Facebook

Adtech player, Criteo, has filed a complaint with the French Competition Authority against Facebook.

in the complaint dated 10 September 2019, Criteo stated it believes the gradual exclusion of companies from the Facebook platform has adversely impacted the diversity of the online advertising industry.

The objective of the complaint is to recreate conditions of a level playing field for the industry by restoring Criteo and other companies' ability to access the Facebook platform on fair terms, and establishing clear and transparent guidelines to prevent Facebook from unfairly favouring its own services on its platform at the expense of its competitors.

Campaign Monitor debuts CM Commerce

Campaign Monitor has unveiled CM Commerce, a new product offering built from the popular ecommerce platform, Conversio.

This new product offering is designed for retail businesses interested in accelerating their growth through the use of advanced email marketing. CM Commerce helps these companies overcome the specific ecommerce challenges faced in their growth process by giving them the ability to create professional, automated email campaigns that streamline engagement throughout the customer lifecycle, increase conversions and build trustworthy brands.

With CM Commerce’s deep integrations with Shopify, WooCommerce and Big Commerce, small business owners can integrate their storefronts with the platform to begin utilising features such as abandoned cart emails, post-purchase surveys, and product reviews.

Additionally, the platform guides users through every step in campaign development with pre-built workflows for a wide range of email marketing tactics from simple to advanced. CM Commerce also offers users the ability to track key ecommerce metrics like conversion performance, list growth, and average order value.

Emarsys extends partnership with BounceX

Emarsys has expanded its partnership with device identity resolution specialist, BounceX. 

The integration aims to help marketers acquire new customers and drive value in their digital channels. BounceX identifies anonymous traffic onsite, behaviourally captures key identifiers, and informs Emarsys’ marketing automation platform, allowing for high-converting campaigns that achieves businesses goals quicker. 

The announcement includes a strategic integration that combines BounceX’s ability to identify anonymous traffic with Emarsys’ AI-powered personalisation and turnkey, natively embedded strategies and tactics.

Purple Square expands Automated Marketing Platform reach

Purple Square, a marketing automation technology services company, is launching a new website and brand proposition.

The new strategy positions the marketing service provider and systems integrator as a multi-platform marketing automation consultancy through adoption and implementation of the industry’s marketing automation platforms including, Acoustic, Adobe, HCL and Salesforce.

“Our innovative strategy gives us the flexibility, transparency, knowledge and experience to recommend the systems that as leading consultants in the industry we feel best suits a client’s requirements,” Purple Square group managing director, Andrew Addison, commented.

Purple Square’s redefined strategy enables delivery of a diverse portfolio of marketing automation solutions to clients. The new position marks a more dynamic approach to establish Purple Square as the leading multi-platformed marketing automation experts globally. 

Wrike introduces new vertical solutions and advanced analytics tool

Wrike, a collaborative work management platform, has taken the wrappers off the new Wrike for Marketers Performance.

The aim is to provide marketing teams with solutions designed to alleviate the pressure on workers through better work management practices and workflows, better connect activity to results, and reduces the amount of tools employees have to deal with to achieve desired results. These offerings address the growing demand for end-to-end work management solutions measuring the impact of effort and cater to specific use cases.

Wrike Analyse is an analytics and reporting add-on that improves visibility into and management of portfolios, projects, and unique business KPIs.

Wrike for Professional Services aims to help organisations increase on-time project delivery, profit margin, and client satisfaction by providing visibility into all stages of a project life cycle, empowering them to optimise resource utilisation and automate repeatable processes.

MiQ announces new suite of analytics solutions

MiQ, a leader in marketing intelligence and connected programmatic solutions, has launched its new suite of analytics products, Measure.

The Measure product suite has been designed to help A/NZ marketers define the metrics that matter in order to optimise return on investment and drive business growth. With Measure, MiQ can build custom algorithms that plug into demand-side platforms to allow clients to be more targeted and effective with bidding and optimisation, ensuring programmatic execution is effectively delivered and in line with business objectives.

Incremental Lift, the first solution available from the Measure suite, places incrementality - the ability to measure the causal impact of a campaign investment - at its core. Incremental Lift uses non-viewable ads - those that are never seen by the human eye as they appear ‘below the fold’ on a website - to prove this cause and effect impact. It reveals the difference in impact on a given metric such as site visits, conversions or sales between the group exposed to an ad campaign and those not exposed.

Engagio, Demandbase update ABM solutions

Two account-based marketing (ABM) technology vendors announced updates this week. 

Engagio has launched Engagio Orchestrate, a new solution aiming to enable revenue teams to design and automate high-impact plays across channels such as advertising, sales engagement, marketing automation, direct mail and CRM. Part of the Engagio B2B Marketing Engagement Platform, it claims to be the first and only account-based marketing (ABM) solution that enables companies to target people, accounts, and buying groups at every stage of the account journey.

With Engagio Orchestrate, B2B marketing professionals can now:  Run cross-channel, cross-department plays that advance people and accounts through their buying journeys; use data sourced from multiple systems to create precise audiences of people and accounts, segmented by persona, industry, account, job, buying stage, engagement or non-engagement; launch actions and sync audiences to sales and marketing systems; and update audiences automatically.

Demandbase, meanwhile, announced the addition of service providers as part of the next evolution of the its ABM Ecosystem. With this next phase, agencies, consultants, and systems integrators can leverage the Demandbase ABM Platform to put data behind their recommendations as they guide and execute clients’ ABM strategies.

The next evolution of the Demandbase ABM Ecosystem provides service provider partners with the training and support they need to bring category-leading ABM technology to their client.

Taboola and Outbrain to merge 

Digital advertising platforms, Taboola and Outbrain, have entered into an agreement to merge, subject to customary closing conditions. 

Both companies’ boards of sirectors have approved the transaction. The combined company will provide enhanced advertising efficacy and reach to marketers worldwide, while helping news organisations and other digital properties more effectively find growth in the years to come. Financial terms have not been disclosed.

Upon closing, Adam Singolda, the founder and CEO of Taboola, will assume the CEO position of the combined company, which will operate under the Taboola brand name. Further branding is yet to be determined but is expected to reflect the merger of the two companies. 

The combined company will have over 2000 employees across 23 offices, serving over 20,000 clients in more than 50 countries across the North America, Latin America, Europe, Middle East and Asia-Pacific.

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