CMO's top 8 martech stories for the week - 10 December 2020

All the latest martech and adtech news from Fabulate, Salesforce, Sitecore, MediaMath, HootSuite, Admetrics, Springbot and Digivizer

Australian content management player ramps up market footprint

Fabulate, a content management system (CMS) created in Australia, has inked deals with new distribution partners and rolled out automated distribution capability as it looks to build out its market presence.

Fabulate was founded in 2019 by former Nine Entertainment directors, Ben Gunn and Nathan Powell, with OurDeal and Over60 founder, Toby Kennett and former Qantas marketing technology architect, Sachin Singh. The vendor’s mission is to create a sustainable content ecosystem by giving clients, such as media agencies or marketers, access to a pool of vetted and specialist on-demand content creators.

To do this, the client adds a brief on the Fabulate platform and creators are alerted to pitch for the work. Content is then created on the platform using Fabulate’s collaborative workflow management tools and clients can also choose to distribute content via its premium publisher network. Campaign results and content performance can be tracked in real time using proprietary analytics.

In addition to setting up partnerships with GroupM, Publicis, Omnicom and several independent agencies, the Sydney-headquartered firm has now rolled out an automated distribution capability for client content. This expansion sees Seven, Nine, Verizon Media, Grazia, Tonic Media, Val Morgan Digital and LoveToKnow all join as launch distribution partners, with several other publishers expected by the end of 2020.

Clients meanwhile include Toyota and South Australia Tourism Commission.

MediaMath officially debuts Source digital media ecosystem

Adtech player, MediaMath, has announced global availability of its Source digital media ecosystem, a step it says delivers on the promise made one year ago to develop a 100 per cent accountable, addressable and aligned digital media supply chain.

Source is the culmination of work done to align brands, agencies, publishers and technology providers into one transparent digital media ecosystem.

“When we set out on our Source journey, modern marketers, consumers and publishers faced the threat of rapidly increasing fraud and misinformation, the impending demise of third-party cookies, with a market structure that makes industry-wide solutions hard to engineer,” said MediaMath founder and CEO, Joe Zawadzki. “We found the middle way between fragmented-open and consolidated-closed environments by redesigning the connection between brands and consumers across media and technology. An accountable, addressable, aligned supply chain; digital advertising, redesigned by market leaders, the way it should have been built.”

MediaMath has built its Source Identity Marketplace, which lets brands transact on the Common ID of their choice, better connecting adtech and martech. It’s currently offering LiveRamp’s people-based, pseudonymous ID and the Merkle Merkury ID, with more identity partnerships are scheduled in coming weeks.

In October, MediaMath launched the Source Ecosystem Scorecard to provide clarity into the ecosystem supply partners that deliver the most value to advertisers. It’s also redesigned Source infrastructure for better transparency of the connected TV supply chain, working with partners such as White Ops and TVSquared around measurement, analytics and transparency.

To show the impact of the new solution, MediaMath pointed to pilot client, IBM, which it claimed gained increased transparency and reduced overheads with a 27 per cent reduction in CPEV and a 40 per cent improvement in ad viewability. Notably, 62 per cent of ad revenue share went to publishers.

Salesforce embraces the Hyperforce

Salesforce has debuted Salesforce Hyperforce, a new take on its platform architecture aimed at more securely and reliably delivering Salesforce Customer 360 solutions.

The software giant describes Hyperforce as a complete re-architecture of its platform designed to deliver a more powerful and scalable public cloud platform underpinning its Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, Industries and more. Salesforce pointed out its customers deliver an average of 2.6 billion marketing messages, create 4 million leads and log 19.7 million customer service conversations, while Salesforce Einstein delivers more than 80 billion AI predictions.

Key platform improvements include easier and more flexible access to public cloud compute capacity, new security architecture limiting users to appropriate levels of access to customer data, local data storage to help with compliance, and backwards compatibility with all Salesforce apps, customisations and integrations regardless of cloud.  

“Every company right now is facing an imperative — to go digital, fast,” said Salesforce president and COO, Bret Taylor. “Salesforce Hyperforce is a quantum leap forward in how Salesforce can accelerate our global customers' digital transformations and empower them to grow, fast and at scale, on our trusted platform.”

Sitecore goes to the Experience Edge

Digital experience vendor, Sitecore, has debuted its Experience Edge SaaS platform providing headline content delivery at scale across customer touchpoints.

Edge is designed to provide flexible options for creating digital experiences. The first release, available early 2021, will be the headless content delivery capability of Sitecore Experience Edge, giving brands the ability to publish content to whatever device or channel they want, from watches and phones to tablets and voice-controlled devices.

Sitecore Experience Edge will initially be available through two services. The first is Sitecore Experience Edge for Sitecore Content Hub, enabling brands to publish content to a highly scalable delivery platform, exposing high-performing graphQL APIs to deliver headless content on-demand to any channel. It will also enable marketers to manage content while developers build the presentation and provides modelling, planning and collaboration tools to manage content lifecycle stages.

The second offering is Sitecore Experience Edge for Sitecore Experience Manager for customers on XM, which covers static publishing of Sitecore JSS sites and runtime content delivery for headless sites. The vendor said users will gain control of presentation and experience composition while removing the burden of content deployment, infrastructure setup and scaling.

QuantifyNow freemium marketing analytics launches

Admetrics has taken the wrapper off QuantifyNow, a freemium version of its flagship automated experimentation product for marketers, Quantify.

The latest lower-end version uses a mix of multivariate testing, Bayesian statistics and machine learning to help marketers make automated testing decisions around campaign optimisation and experimentation. The vendor claims its analytics approach helps marketers make decisions up to 10 times faster than traditional approaches.

Admetrics said marketers can A/B test their media strategies, partners, targeting, ads, creative, product ideas and other aspects of marketing and campaigns without the need for data scientists by connecting marketing data sources, such as Facebook and Twitter, or uploading customer data via a spreadsheet.

Hootsuite enhances integration with Microsoft

Hootsuite has inked new integration with Microsoft Dynamics 365 to bring a raft of social management capabilities into the business platform.

The social media management platform vendor said the new alliance will allow marketers to enrich leads data with social information direct from its offering via Dynamics 365. The list includes listening and engagement with customers through the social channels of their choice, enriching leads and lead scoring models in Dynamics 365 sales through social insights, refining segmentation to send offers through Dynamics 365 Marketing, and elevating omnichannel capabilities through social in Dynamics 365 Customer Service.

“Social data is more important than ever for customer journey mapping, and integrating social data into CRM systems, customer support, education and so much more,” said Hootsuite CEO, Tom Keiser. “This new integration helps businesses and marketers weave social data to the whole of the organisation so they can leverage seamlessly.”

Springbot acquires Matcha

SME ecommerce player, Springbot, has acquired Matcha, which offers an all-in-one blogging capability for ecommerce, for an undisclosed sum.

Under the deal, Matcha founder and CEO, Fynn Glover, and team join the Springbot business. In a statement, Springbot said the teams had already developed a natural connection and together are eager to help customers optimise their marketing strategies with content.

“Matcha initially focused on helping brands and retailers create and source content, but after seeing the publishing gap that exists for SMBs retailers, expanded to providing ecommerce blogging tools designed to fill the void around publishing, managing and measuring content,” the statement read.

The ecommerce blogging offering is purpose-built for ecommerce and includes functionality such as embedding products within content, providing ecommerce templates, segmenting content by audiences as well as identifying what content is winning with what audiences. It’ll be available to Springbot customers from early 2021.

“The Matcha tool furthers our vision of how we will uniquely marry customer data, channel action and content for our customers. We are excited to fuel our customers growth together through customer-centric marketing,” Springbot stated.

Digivizer improve ad spend visibility

Digivizer has added ROAS (return on ad spend) measurement into its real-time digital analytics platform aimed at helping marketers better understand what is working and improve ad returns.

The new ROAS calculation is designed to make revenue return visible at a glance across every stage of the campaign, down to adset and ad levels, as well as across different platforms and product sets. Campaign managers can also see the ad creative delivering the best returns in real-time.

Digivizer plans start with 30 days' free data, and a further 30 days' free usage with the standard plan.

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