CMO's top 8 martech stories for the week - 13 August 2020

All the latest martech and adtech news this week from Optimove, Publift and LiveRamp, Amperity, Qualified, Oracle, Sprinklr, Adobe and Sitecore

Oracle updates CX Marketing and Oracle Cloud Customer Experience suites

Oracle has released a series of updates to Oracle CX Marketing within the Oracle Cloud Customer Experience suite.

These include new account-based marketing (ABM) capabilities such as a new account engagement dashboard for Oracle Eloqua for visibility into the activity on the most engaged accounts, while account enrichment with firmographic data from Oracle DataFox enables highly targeted segments within Eloqua. There are new Zoom, Webex and Microsoft Team Integrations with Eloqua. 

New content management capabilities include pre-configured, reusable content blocks to create reusable, pre-styled and pre-configured blocks of content to use in landing pages and emails to accelerate control and creation within Eloqua. There are also new personalisation capabilities on offer including a new intelligent switch optimise the channel, time and message to send to a customer, and an intelligent audience selector to help find more responsive customers. 

Finally, fresh loyalty and engagement capabilities include a new polling capability within Oracle CrowdTwist and new customer intelligence platform enhancements to CX Unity help address the need for authentic, context-aware and empathetic communications by making it easier to create customer (B2C) and account (B2B) profiles.

Adobe releases host of updates

Fellow marketing technology vendor, Adobe, has also debuted a round of updates across its Adobe Experience Platform, the open, extensible data platform announced last year to stitch together data across an enterprise to produce relevant digital experiences in real time.

The new capabilities aim to provide real-time efficiency, modernised data collection, simplified access to data and activation, and integrated connection to Web and mobile experiences from one product.

For example, through Adobe Experience Platform Launch Server Side, customers can leverage Adobe’s new Web and Mobile SDKs and worldwide data collection network to stream event-level data to first-or third-party destinations in seconds, the vendor said. Adobe is also previewing Project Segment Scout in Adobe Experience Platform, which uses natural language-based interface to allow users to build customer segments, and mine data.

In addition, Adobe has taken the wrappers off Predictive Audiences, an artificial intelligence (AI)-powered audience segmentation and targeting capability within Marketo Engage. Predictive Audiences leverages Adobe Sensei to transform how marketers segment, target and engage audiences across channels, effectively identify the right prospects, and drive quality leads. The AI capability can help brands more efficiently automate marketing campaigns, scale personalisation and uncover actionable insights before, during and after events taking the guesswork out of creating impactful marketing campaigns.

Adobe has also announced a mobile app for Adobe Analytics to provide a new way for senior leaders to experience the product. Interactive insights, customised to individual needs, are accessible within just a few taps. Users are provided a real-time pulse on what is happening in their business, with the ability to self-service. With Adobe Experience Platform and Customer Journey Analytics, the app is also the first to deliver a comprehensive view of customer journeys, from web and mobile, to in-store signals and call centers.

Publift partners with LiveRamp

Publift has partnered with LiveRamp for its cookie-less authenticated traffic solution (ATS), a first local publisher monetisation platform to offer addressable, programmatic marketing without the use of third-party cookies.

With ATS, Publift said it can deliver a cookie-less marketing solution directly to small and medium-sized publishers on its platform, enabling publishers to seamlessly connect their first-party data with marketer demand. 

Amperity and Infutor announce partnership

AI-powered customer data platform, Amperity, has joined forces with Infutor, a consumer identity data expert, to provide brands with an end-to-end solution for connecting persistent customer profiles to rich third-party data sets.

Amperity and Infutor offers a platform for rebuilding a data foundation based on permissioned first-party data. Amperity stitches together first-party customer data at scale, delivering actionable Customer 360, predictive insights and the power to efficiently personalise every interaction.

The combination of Infutor's trusted third-party data with Amperity's multi-patented CDP technology will enable brands to transform raw data into persistent customer profiles and enrich them with attribute data from a variety of premium and privacy compliant data sources.

Qualified raises US$12 million

Qualified, a startup co-founded by Salesforce alumni, Kraig Swensrud and Sean Whiteley, has raised US$12 million in Series A funding.

The funding round was led by Norwest Venture Partners, with participation from existing investors including Redpoint Ventures and Salesforce Ventures. It brings Qualified’s total funding to US$17 million.

Qualified specialises in real-time website visitor intelligence linked to a company's Salesforce customer database to identify visitors from high-value accounts and direct to the best salesperson while they're still on the site.

Sprinklr launches Sprinklr Community

Customer experience management platform (CXM), Sprinklr, has announced the launch of Sprinklr Community, a self-service, trusted online forum for a brand’s customers to ask questions, share ideas and solve support issues.

Brands can link a customer community on the website and use this self-service space to reduce churn, decrease costs and unlock customer value with insights on improving products and services, the vendor said. Sprinklr Community is part of Sprinklr Modern Care, which is positioned as a single platform to consolidate management of customer support across digital channels.

Sitecore issues fresh platform updates

Sitecore has issued several new updates for Sitecore Experience Platform (XP) 10 and its Sitecore Content Hub 3.4, which include enhancements to its DAM, simplified graphics production and integration with Adobe creative tools.

Sitecore XP 10 introduces full public support for containers, which support rapid infrastructure-as-code deployment and more efficient solution and team onboarding with modern Docker and Kubernetes technology. Sitecore XP 10 expands the platform’s analytics functionality, offering deeper insights on audience engagement and segmentation. Sitecore XP 10 also introduces support for additional field types from Sitecore Content Marketing Platform (CMP).

The Sitecore Content Hub updates include with new capabilities aimed at helping brands accelerate digital transformations, artificial intelligence (AI) which will help find similar images for campaigns after selecting the first image as well as video support for automated tagging and indexing. Teams can now use both agile and project-based workflows in a single solution. And the new features of Web to print with CHILI Publisher simplify and automate graphics production.

Optimove releases Self-Optimizing Journeys tool

Optimove has released Self-Optimizing Journeys, what it claims as the first artificial intelligence (AI)-powered solution that autonomously determines the next-best-communication for each individual customer, based on what will create the greatest impact on their customer lifetime value.

Self-Optimizing Journeys identify all the campaigns each customer is eligible for, at a given point in time, evaluate all journey possibilities, response probabilities and potential impact on customer lifetime value to determine, and serve, the next-best-action for each customer. It does this by adapting based on each customer’s characteristics and behaviours.

The martech claims beta trials with 80 brands since late 2019, showed a 37.4x uplift per customer compared to manually prioritised campaigns, and a 46 per cent increase in total uplift when compared to manually prioritised campaigns.

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