CMO's top 8 martech stories for the week - 21 May 2020

All the latest martech and adtech news this week from Cheetah, Lotame, Pega, CyberArk, Wrike, Precisely, Adobe and Salesforce

Cheetah Digital launches data centre In Australia

Data management outfit, Cheetah Digital, has launched a dedicated data centre in Australia, enabling brands that collect data of Australian consumers to store within Australia’s borders.

The Cheetah Digital data centre will allow Australian businesses to have access to Cheetah’s latest innovations faster and the Engagement Data Platform, what it's positioning as an evolution of the customer data platform (CDP). It delivers a single, unified view, providing real-time data collection, segmentation and insights, while enabling personalised cross-channel communications, customer experiences and loyalty programs all from one easy-to-use platform.

Lotame debuts Panorama

Data solutions platform, Lotame, has launched Panorama, a suite of data enrichment solutions which use first-, second- and third-party data to create and analyse addressable audiences across the cookie-challenged Web (Safari, Firefox, and Chrome), mobile app and OTT environments.

Lotame has unveiled three new data enrichment services, powered by Cartographer, Lotame’s ID graph technology. Panorama Insights offers a varied set of curated data tools and analysis for better storytelling, prospecting, segmentation and data modeling without cookies required. Panorama Buyer is a service to ensure media buyers are not missing out on customers and prospects due to cookie blocking.

Finally, Panorama Seller enables publishers to monetise all inventory across the cookie-challenged Web, mobile app and OTT through direct or programmatic advertising. 

Pega launches ethical bias check

Pegasystems has launched ethical bias check, a new feature it's saying can eliminate biases hidden in the artificial intelligence (AI) driving customer engagements by flagging discriminatory offers and messages across channels before they reach the customer. 

The capability will help business practice responsible AI with predictive analytics and alert clients when bias risk reaches unacceptable levels, ensuring a fair and more balanced outcome for everyone. Pega streamlines bias testing by simulating an entire engagement strategy at once across all connected channels.

The vendor claimed that with its Pega’s central AI brain, all AI decisions can be screened for bias, including which marketing offers to display on the Web, which promotions to deliver in an email, or what service suggestions to make for each customer.

Wrike for Marketers Performance boosts offering

Collaborative work management platform, Wrike, has announced key enhancements to Wrike for Marketers Performance.

The vendor said these new changes bring together work management and campaign performance with pre-built analytics dashboards, integrations and automations. They're aimed at enabling marketing teams to track revenue at risk and the performance of high-stakes campaigns.

Wrike for Marketing Performance provides pre-built Agile reports, which are needed for sprint analysis. Automation streamlines sprint planning and administrative overhead, eliminating the manual effort to support Agile. Wrike for Marketers Performance provides dashboards with rich data analytics designed to focus on campaign performance to help marketers make smart, data-driven decisions on where to spend their time. Integration with Salesforce makes it easy to pull campaign data directly into Wrike.

Adobe launches new AI tools

Adobe has launched five new pre-packaged artificial intelligence (AI) solutions to provide deeper insight using data from the Adobe Experience Platform.

The new tools include Customer A, which provides insight into understanding customer behaviour; Attribution AI to analyse strategies; Journey AI to aid choices on the best channel to engage customers; Content and Commerce AI looks aids choices of the best way to deliver content; and Leads AI grades leads with the best potential to convert to customers.

Salesforce Marketing Cloud opens up integrated video

Salesforce now offers a Vudoo integration which allows customers to create more engaging, interactive video content. The platform also now acts as a two-way data exchange which opens the way for richer audience insights.

The move sees Vudoo’s interactive video platform integrated with Salesforce Marketing Cloud to enable interactive pins, checkpoints and subtitles to be added to existing video content. These interactions allow businesses to add additional information or to prompt certain responses from users as they watch.

The Vudoo integration also allows personalised video at scale and is the first time Salesforce has offered its customers a way to bring personalisation to video content.

CyberArk acquires identity platform, Idaptive

CyberArk, which specialises in privileged access management, has acquired Idaptive in a bid to deliver a modern identity platform with a security-first approach.

CyberArk and Idaptive will deliver a comprehensive artificial intelligence (AI)-based, security-first approach to managing identities that is adaptive and context-aware, and architected on the principles of Zero Trust and least privilege access, to dramatically reduce risk.

CyberArk will extend its ability to manage and protect identities with various levels of privileges across hybrid and multi-cloud environments, enabling customers to improve their overall security posture with a more efficient and seamless user experience, and address ever-increasing and complex regulatory requirements.

Financial terms of the deal were not disclosed.

Syncsort rebrands as Precisely

Data integrity outfit, Syncsort, has rebranded as Precisely, following Syncsort’s acquisition of the Pitney Bowes software and data business in December.

Precisely said its offering spans the breadth of the data integrity spectrum, with data integration, data quality, location intelligence and data enrichment products.

Precisely’s complete product portfolio enables customers to integrate and connect infrastructure with technology to harness all enterprise’s data; verify data is accurate, consistent, and complete; analyse location data for business insights; have up-to-date business, location and consumer data; and create seamless, omni-channel customer experiences using personalised video, chatbot, digital, mobile and self-service capabilities.

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