CMO's top 8 martech stories for the week - 28 May 2020

All the latest martech and adtech news this week from Partnerize, Sympler, GoodData, Uberflip, Marketpoint, Adobe, SmarterHQ and Optimizely

Partnerize acquires BrandVerity 

Partnership automation provider, Partnerize, has acquired BrandVerity, a SaaS brand protection provider for enterprise businesses, for an undisclosed sum. 

Partnerize will incorporate BrandVerity’s brand monitoring and compliance solutions into the Partnerize partnership automation platform, enabling brands to facilitate more effective partnerships and ensure brand-worthy customer experiences.

With these new capabilities, Partnerize said its clients will be able to automatically monitor partner and affiliate online marketing programs to protect against harmful brand violations and regulatory risks.

Adobe boosts personalisation features

Adobe has added new predictive audience features to its Audience Manager and Experience Platforms.

The latest capabilities tap artificial intelligence (AI) and machine learning technology to classify an unknown audience, people visiting a brand’s site but not yet categorised into a segment, into distinct personas in real-time. Adobe said this will enable marketers to classify users into audiences to personalise across channels and devices, and improve intelligence and personalisation for unknown audiences and users who have limited trait associations.

Adobe has also unveiled Intelligent Services, powered by Adobe Sensei, which is built on the Adobe Experience Platform. The new tool allows organisations without resources to enable artificial intelligence (AI), including stitching unstructured data together under a common language.

Strict governance features are designed to help brands stay ready for industry regulation and corporate policies for consumer safeguards. And a self-service interface delivers flexibility, allowing users to configure the services for use cases specific to customer experience management.

Sympler research platform launches in Australia

Research platform, Sympler, has launched in Australia, specialising in bringing together humanistic approaches from social science with the digital environments of private social media to close the empathy gap between audiences and organisations.

Based around chat messaging, Sympler said it provides qualitative research that is more reliable than traditional consumer-based research, as people are deeply engaged with the platform and providing their answers in environments where they feel most comfortable.

GoodData announces Visa partnership

Global analytics company, GoodData, has announced an investment and strategic partnership with Visa.

GoodData said the new investment will strengthen its position as an all-in-one data platform enabling companies to add new insight services to existing offerings, develop entirely new business models and better partner with their business networks.

GoodData recently helped develop and launch the COVID-19 Commerce Insight project to analyse a billion engagements and 400 million transactions showing the impact of the virus on global and regional consumer spending. GoodData also recently launched freemium and growth-pricing tiers to allow more companies to start and grow data-led businesses.

Uberflip makes a Marketplace 

Cloud-based content experience platform, Uberflip, has launched Uberflip Marketplace, an ecosystem of apps and integrations dedicated to helping marketers connect Uberflip with their martech stack to orchestrate the buyer journey.

The initial 40 apps and integrations in the Uberflip Marketplace offer a range of options for customising content experiences across 11 categories, including personalisation, analytics, embeddable dashboards, UI/UX enhancements and API-driven integrations.

The Uberflip Marketplace is designed for martech companies to integrate their platforms with Uberflip, providing more options and flexibility to connect the full martech stack. 

Marketpoint debuts Marketpoint CRM 3.0

Marketpoint has launched the latest version of its platform, Marketpoint CRM 3.0, a cloud-based CRM system that can be implemented out-of-the-box or customised to suit client needs. 

Version 3.0 features full integration with marketing automation platforms, Microsoft Outlook and Zuant, a mobile lead capture system that manages leads from inception to close and gives marketing full visibility into campaign ROI.

Other highlights include secure GDPR user access, a sleek UI to optimise usability and enhance performance, database profiling and management for targeted campaigns, visual lead qualification and tracking, real-time marketing reports and sales forecasting.

SmarterHQ launches Smarter Predictions

Also on the predictive tools front, SmarterHQ has launched Smarter Predictions, a tool which allows marketers to execute machine learning and modelled campaigns across all data and communication channels. 

Smarter Predictions are being pitched as giving brands the insights and ability to accurately anticipate a customer’s next move and power the most relevant, high-conversion messages directly in the SmarterHQ platform. These dynamic, self-tuning models update based on how customers interact in real time, which is especially crucial during busy holiday seasons and situations such as COVID-19 when consumer behaviors are constantly changing.

SmarterHQ said it's connecting behavioral data from multiple key data sources and also incorporates both purchase and browse behaviour in models.

Optimizely enhances free feature flagging plan 

Optimizely, which specialises in progressive delivery and experimentation, has announced its free feature flagging plan for development teams, Rollouts, now also includes A/B testing and feature configuration. 

This more comprehensive solution continues to be available as the free tier in Optimizely’s enterprise full stack platform. With the new, enhanced rollouts plan, teams have a single set of development tools at their fingertips combining feature flags and Optimizely’s experimentation capabilities to build, iterate and ship new features safely, quickly and with confidence to meet customer experience and business metrics.

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