CMO's top 8 martech stories for the week - 16 January 2020

All the latest martech and adtech news this week from Adobe, Marchex, HubSpot, Qualtrics, Rubicon Project and Telaria, Acquia, LOVO and Dataminr

Adobe debuts Experience Manager as cloud service

As part of Adobe Experience Cloud, the martech vendor has released Adobe Experience Manager as a cloud service.

The vendor said the latest release brings together rich capabilities and content customisation options, combined with SaaS-like agility. Brands can on-board and access the application in minutes - and go live with dynamic and personalised content and experiences in just a few weeks, not months, as is industry standard today.

Adobe Experience Manager as a cloud service is a purpose-built application for experience management that integrates scalable, secure and agile content management, digital asset management, digital signage management and customer communication applications. According to the vendor, this allows for quicker site experiences to be launched, removes the need to build in downtime for site development, while offering built-in artificial intelligence (AI) capabilities through Adobe Sensei, and allowing teams to work simultaneously on multiple assets.

Marchex acquires Sonar Technologies

Call analytics outfit, Marchex has acquired Sonar Technologies, an enterprise text and messaging sales engagement and analytics company, for consideration of US$12.5 million.The deal includes a combination of cash and stock and up to an additional US$1.5 million in stock, subject to certain sales performance targets.

The combined company will offer businesses a unified view of the customer across voice and text communication channels, including calls, text and messaging on both an inbound and outbound basis, while enabling actionable insights and solutions to allow businesses to increase sales and improve consumer engagement.

By combining Marchex’s leading footprint of conversational data with a robust enterprise text and messaging solution, Marchex will expand its base of AI-driven, consumer intent signals. These signals are the fuel for Marchex’s product roadmap and will now include insights across voice and text while giving businesses the capabilities to deliver these critical insights into highly personalised customer experiences across multiple conversation channels on an inbound and outbound basis.

HubSpot adds new features to Marketing Hub Enterprise

HubSpot has debuted a set of new features in Marketing Hub Enterprise, which it claims provides powerful enterprise marketing software that is also delightfully easy to use.

The new features include revenue attribution reporting, AI-powered A/B testing, partitioning and account-based marketing tools. In addition to these powerful new features, HubSpot is providing expanded capacity for users.With revenue attribution reporting in HubSpot, marketers can see which touchpoints and channels drive the most value for their company, giving them the ability to make smart investments by channel and campaign. 

AI-powered A/B testing is also designed to help marketers optimise performance using AI. Users can create up to five variations of a page and instruct HubSpot to send more traffic to the best-performing versions, making complex conversion path optimisation quick and easy. Partitioning [beta] then gives marketers the ability to separate assets by team and stay organised across multiple functions, solving a common challenge for rapidly growing global marketing teams.

The latest offering also includes beta account-based marketing (ABM) functionality. Users can take advantage of easy-to-use templates, company scoring and out-of-the-box reports to identify target accounts, deliver relevant content and measure impact.

Qualtrics releases new frontline CX tool

Experience management outfit, Qualtrics, has added Frontline Feedback to Qualtrics CustomerXM platform, a new collaboration tool to collect, prioritise and act on customer, employee and product feedback by putting the voice of employees at the heart of the customer experience (CX) program.

Frontline Feedback allows employees and other stakeholders to identify customer experience gaps and contribute to a more customer-centric culture. It also allows employees to provide customer, employee and product experience feedback using the channels they prefer, replacing manual and traditional processes for collecting information.

In addition, it can be used to prioritise feedback and, using advanced text analytics, reveal hidden insights and recommended actions to the appropriate teams and project owners to take action. It allows subscribing, commenting and upvoting on submitted feedback and  feedback loops can be closed by employees taking action on tracked feedback themes and trends.

Rubicon Project and Telaria set to merge

Global ad exchange, Rubicon Project and Telaria, software platform to optimise yield for video publishers, have entered into a definitive agreement to merge, which will create the world’s largest independent sell-side advertising platform.

Rubicon Project and Telaria will enable thousands of publishers to connect with hundreds of buyers and brands, creating a global, independent alternative to closed players in the ecosystem. In addition, the combined company will be an essential omnichannel partner for buyers across formats, screens and geographies.

Both companies said they are bringing together premium publisher partnerships and unique technical capabilities: Telaria as a leader in CTV, and Rubicon Project as an expert in scaled programmatic operations.

Acquia announcessolutions partner program early adopters

Digital marketing agencies Bounteous, Cohaesus, Elevate Third and Unleashed Technologies, are among the first participants in the Acquia Lift solutions partner program.

The program gives partners the Acquia Lift training and experience they need to build new service lines and make their customers successful. Acquia announced the availability of the new Acquia Lift platform last year.

Acquia Lift solutions partner program addresses provides participants with real-world experience using their own company websites as an Acquia Lift testing and training ground. Partners will be able to run proofs-of-concept for customers and prospects by using the Acquia Lift premium subscription that comes with the program. They can also differentiate from other digital agencies by earning the Acquia Lift solutions partner program certification.

Additionally, they can grow their service offerings to include content strategy, content production and data analytics and make contributions to improving their customers’ success. 

LOVO debuts automated audio ad generation platform

LOVO recently launched LOVO Studio, its new platform for automatic audio ad generation for marketers, agencies and streaming services.

LOVO Studio can be used to generate, listen to, edit, share and download up to 10 audio ads in real-time. It can allow upload of unlimited scripts, with a choice of 40+ human voices, customising, such as adding background music, converting  to audio, and edit, share or download audio tracks for immediate usage.

AI platform Dataminr enters A/NZ market

AI real-time event and risk detection platform, Dataminr has expanded into the Australian market with the opening of its A/NZ headquarters and operations centre in Melbourne, with the support of Invest Victoria.

Dataminr uses AI technology and thousands of public data sets (from social media, blogs, information sensors, and the deep/dark web) to detect the earliest signals of high-impact events and emerging risks. Dataminr assists private and public sector organisations to solve real-world problems, such as corporate enterprises uncovering the earliest signs of high-impact events and emerging risks, and government organisations and NGOs accelerating emergency and humanitarian response on local and global scales.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

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