CMO's top 8 martech stories for the week - 4 June 2020

All the latest martech and adtech news this week from Sendoso, Tableau, Microsoft and Workday, Zalora and Trade Desk, Templafy, Criteo, BrandMuscle and Widen, and AdMobilize and Seedooh

Tableau expands cloud capability for Asia-Pacific region

Analytics platform, Tableau, has launched its fully hosted SaaS offering, Tableau Online, into two new regions - Asia-Pacific and Japan. These new regions will provide customers with enhanced performance and new choices in data locality.

Located in Tokyo, Japan, and Sydney, Australia, these are Tableau’s first foray into these regions and fifth worldwide including the US and Europe, serving cloud-based analytics to new and existing Tableau Online customers.

Tableau said the launch of the new regions is designed to reduce the distance between a customer's data and analytics service, and will reduce latency, with shorter load times and faster extract refreshes for customers. In line with Tableau’s commitment to strengthen data protection for all customers, the regions make it easier for customers to comply with regional data residency regulations.

Criteo launches retail media ad platform

Criteo has launched a self-service retail media platform in the US and Canada intended to assist retailers to drive incremental revenue by providing tools which make it easy for brands and agencies to manage retail media campaigns, while also maintaining control of the shopper experience.

Additionally, retailers and brands using the platform can deliver consent-based, personalised advertising without relying on third-party cookies. The launch is another step in Criteo's efforts to diversify beyond retargeting. As Criteo continues to grow its retail media business, the vendor said the platform will provide brands with access to unique inventory, data and measurement capabilities.

“Criteo has built the technology that allows retailers and brands to better partner with one another to deliver a more relevant shopping experience and increase product sales,” claimed Criteo EVP and general manager, growth portfolio, Geoffrey Martin. “We’re thrilled to now offer a transparent-by-design platform, which enables retailers to scale their retail media businesses and makes it easier for brands to buy across retailers using standardised workflows and metrics. This will truly accelerate retail media to the next level of brand investment.”

Microsoft and Workday announce planning partnership

Microsoft and Workday have announced a strategic partnership prioritising enterprise planning in the cloud and expanding the business solutions customers can use to better optimise everyday work. 

Through this partnership, Workday customers will also be able to run Workday adaptive planning on the Microsoft Azure cloud. And Microsoft will adopt Workday adaptive planning for its global finance teams for planning, budgeting and forecasting to help accelerate decision-making.

The companies also unveiled new integrations between Workday’s suite of applications and Microsoft Teams and Azure Active Directory designed to enable customers to simplify day-to-day tasks, foster collaboration, increase productivity and enhance security.

Zalora and the Trade Desk join forces

Adtech platform, Trade Desk, has announced a partnership with fashion eCommerce brand, Zalora, on an ad measurement tool.

The tool is designed to help brands on the Zalora website measure the impact of ads served through the Trade Desk. The partnership will give brands an insight into the impact digital advertising has on engagement and online purchases and provide attribution for spend to conversions on the Trade Desk and Zalora platforms.

Templafy expands into Australia

Denmark-based, brand continuity outfit, Templafy, has announced its expansion into the Australia-Pacific region, bringing on Kavita Herbert to lead the charge.

Templafy offers marketing and branding teams a way to manage, dynamically update and share business document templates and brand assets across organisations. Templafy has also recently acquired B2B sales and marketing support tool, Napp, to further its offerings in the marketing space. The group has sold more than 2 million licenses sold worldwide and boasts of customers including KPMG, BDO, IKEA and Pandora.

Herbert was previously head of mid-market and enterprise at Uber and UberEats. She said she was excited to be leading commercial expansion in Australia and the region.

“We have always seen a lot of organic interest for our product across the APAC region and have great local partners. The A/NZ market in particular is ahead of the cloud adoption curve and presents a vast opportunity for Templafy’s next stage of growth,” said head of analytics and strategy,Mads Ejstrup Frederiksen.

Sendoso builds out new features

Sendoso has added two new features to its offering: Address Confirmation and Sendoso Choice.

The Address Confirmation feature allows direct-mail recipients to receive an address confirmation via email to ensure sent items make it to the current designated place of work while many still WFH. Unconfirmed addresses aren't sent to ensure budgets aren’t wasted.

Sendoso Choice is a new sending feature where gift recipients are emailed a choice of customised eGift options, including to donate to a charity. Sendoso Choice eGifts can be sent directly from the Sendoso app or Chrome extension, or automated via Marketo.

BrandMuscle strikes alliance with Widen 

Through-channel marketing automation (TCMA) outfit, BrandMuscle, has announced a partnership with the digital asset management software firm, Widen, to deliver seamless brand management solutions for big organisations that market via local channel partners. 

While working together over the years, the companies channeled their efforts towards delivering the best of breed products to cater to the marketing requirements of their respective clients. This newly formed alliance formalises the relationship shared by BrandMuscle and Widen and allows them to set the ducks in a row of the integration processes of their respective platforms.

AdMobilize and Seedooh debut verification partnership

AdMobilize is set to partner with Seedooh to enable independently verified out-of-home (OOH) message delivery data to be instantly available alongside real-time audience data.

Seedooh’s independent verification platform uses low-impact system integrations to provide complete and automated best-practice verification of every play-out in a DOOH network or installation of a static poster. The data is reported via a dashboard enabling summary or granular analysis of share of voice, time, location, milliseconds on screen, spots in loop, creative execution, dynamic delivery reporting and more.

AdMobilize’s computer vision and artificial intelligence (AI) software can provide anonymous data regarding audience impressions, demographics and overall engagement at scale. 

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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