CMO's top 8 martech stories for the week - 28 January 2021

All the latest martech, customer and adtech news from Litmus, Algonomy, Bloomreach and Exponea, Acquia, AdQuick, Pega, Lotame and Comscore.

Litmus releases suite of updates

Email marketing outfit, Litmus, has announced a suite of updates for its platform that include enhanced integrations with Salesforce Pardot, SparkPost to enhance seamless workflows for pre-send email testing, Litmus Builder upgrades for custom code templates and snippets and support for animated GIFs.

Litmus Extension support for Pardot is aimed at further streamlining email production workflow, eliminating the need to switch between multiple applications and simplifying email testing process. Updated and streamlined integration with SparkPost helps to test emails more efficiently, updates to Litmus Builder will help create emails faster by reusing code modules, navigating code and inserting images, and reviewing GIF content can be done without leaving Litmus to save time and increase efficiency.

Bloomreach acquires Exponea

Bloomreach has acquired CDP, Exponea, and announced an investment of US$150 million from Sixth Street Growth, to expand its digital commerce experience platform (brX).

Bloomreach’s ecommerce search and content services combined with Exponea’s customer data platform and marketing automation will create an integrated product and customer data platform.

The combination of Bloomreach and Exponea is aimed at creating a commerce experience platform that unifies the full customer and product data for Bloomreach’s real-time, AI-based recommendations providing actions that allow clients to drive purchases and loyalty. This should accelerate the speed with which businesses can create, personalise and optimise commerce experiences and accelerate revenue growth for both B2C and B2B brands.

Acquia debuts Acquia Digital Commerce

Acquia has launched Acquia Digital Commerce, a solution that unifies data, content, commerce and digital merchandising into a single data layer to deliver a seamless omnichannel experience across the customer lifecycle.

Using Acquia Digital Commerce with Acquia Open Digital Experience Platform (DXP), marketers can drive real-time, personalised, shoppable experiences at every customer touchpoint, the vendor said.

Together with partners commercetools and Lucidworks, Acquia has developed an open, composable commerce solution, designed to give marketers flexibility to create digital experiences across the entire customer journey. Acquia Digital Commerce enables digital experiences across channels with the flexibility to support multi-tenant architectures and composable, multi-site experiences. With a microservices-based architecture, Acquia Digital Commerce ensures repeatability and reuse to drive standardisation and compliance at scale, and enables continuous refinement and testing to optimise results.

Pega acquires

Pegasystems has acquired, a cloud-based real-time speech analytics solution powered by artificial intelligence (AI) for customer service teams.’s software-as-a-service (SaaS) offering uses speech-to-text, natural language processing (NLP) and emotion detection capabilities to analyse the dialogue within each customer service call as it happens. The software then provides agents with real-time insights and coaching so they can improve customer interactions, make better recommendations and boost customer loyalty and sales. Pega plans to add’s capabilities to its software portfolio with an initial focus on Pega Customer Service use cases.

Financial terms have not been disclosed.

“While automated chatbots are increasingly more popular with consumers, live service agents are still left to handle the toughest customer problems over the phone,” said Pegasystems senior vice-president, products, Kerim Akgonul. “’s real-time speech analytics proactively helps agents resolve these difficult requests with revenue producing Next-Best Actions. Their cloud-native approach perfectly complements how Pega uses AI across engagement channels, enabling our clients to provide consistently superior customer service from end-to-end.”

Algonomy makes its debut

Personalisation specialist, RichRelevance, has completed its merger with cloud analytics provider, Manthan Software, and formed Algonomy.

The new martech outfit is in artificial intelligence (AI)-driven real-time customer data platform (CDP) with built-in activation, personalisation and analytics specifically designed for retail.

Algonomy will unify all customer data in a single platform for real-time AI-based decisioning, enabling retailers to place digital at the core of their business to orchestrate, personalise and activate customer journeys to improve engagement, lift and ROI across the lifecycle.

The two companies initially announced a go-to-market strategy in November 2019 and reportedly indicated a merger was likely in the future.

AdQuick launches free media planner

AdQuick has launched OOH Media Planner, a standalone free tool to help advertisers plan high-performing out-of-home campaigns in minutes.

Using actionable insights gleaned from AdQuick’s robust data assets and proprietary predictive models, the OOH Media Planner identifies the most effective way users can spend their media budget to meet their unique campaign goals. The planner is meant to provide support to those who are strapped for time, are intimidated by the learning curve of buying OOH media or are beginners who simply don’t know where to start.
To use the planner, users provide basic campaign parameters such as goal, flight dates and geography and the OOH Media Planner will recommend the media type allocation, find the best matching units and create an optimised, turnkey OOH campaign.

Lotame aims for a Panorama on ID

Lotame has announced Magnite, Sovrn, Eyeota and Advance Local will support its Lotame Panorama ID, the global, people-based interoperable identity solution for a cookieless Web.

Lotame Panorama ID provides a delivery mechanism for rich, privacy-compliant, and pseudonymised data through individual Panorama IDs that carry an average of 200+ behavioural attributes.

Magnite and Sovrn will integrate the Lotame Panorama ID to help increase publisher inventory value and enable advertisers to target first- and third-party audience data on 'cookieless' inventory, with access to previously invisible audiences across browsers.

Comscore launches Predictive Audiences

Comscore has launched Predictive Audiences, a cookie-free targeting capability that enables advertisers to reach audiences based on granular consumer behaviour through privacy-friendly contextual signals.

The new solution, which the company claims delivers scale and precision beyond what is currently available in the industry, will be available in for audiences from Comscore, IHS Markit, PlaceIQ and TransUnion for use across digital, mobile and connected TV (CTV) campaigns.

With Predictive Audiences, brands can continue to reach granular audiences aligned to their campaign goals based on age and gender demographics, TV viewership, OTT consumption and consumer behaviours such as automotive purchase data, location data and non-FCRA financial data in a cookie-free environment.

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