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

All the latest martech, customer and adtech news from Qualtrics, Impact, Demand Science, DeepIntent, SWAN, Denodo, ID5 and Pipeliner CRM

Qualtrics announces new customer experience solutions

Experience Management (XM) platform, Qualtrics, has introduced new solutions designed for companies to acquire new customers and build loyalty with existing customers.

The new solutions include Relationship Health, a continuously updated view of the health of customer relationships to improve customer loyalty and reduce attrition. This is based on feedback organisations can collect across the customer journey and key milestones and is designed to show how overall customer health impacts business metrics such as share of wallet. It also includes automated feedback and recommendations to teams.

The new Digital Support Optimisation offering also taps into feedback to uncover gaps in digital support experiences that may lead unhappy customers and increased use of costlier support channels. It then automatically triggers feedback to key frontline teams.

Qualtrics’ third offering, Account-Based Relationship Diagnostic, combines experience data from every contact in order to create a more complete view of the account’s overall health.

Impact acquires Affluent

Partnership automation vendor, Impact, has acquired Affluent, an analytics and automation platform designed to help agencies manage partnership programs for brands at scale.

This acquisition, the second for Impact in 2021, furthers its investment in the partnership economy, offering brands, publishers and now agencies technology solutions aimed at more successfully managing and growing their partnerships. Financial terms were not disclosed.

Affluent enables agencies to aggregate affiliate data from multiple networks and platforms, automate and generate custom reporting, and optimise clients’ partnerships with publishers in a single platform. With Affluent, agencies can manage more clients, better optimise performance across clients, improve reporting capabilities, and ultimately, increase their revenue.

Demand Science unveils Business Intelligence Platform

Global buyer intelligence platform, Demand Science, has launched its proprietary cloud composite Business Intelligence Platform that unifies and augments B2B data and applies dynamic data, deep learning and artificial intelligence (AI) models for increased accuracy.

The Business Intelligence Platform uses data from over 131 million records and multiple intent sources to inform predictive B2B models that enhance the business value in data sets. The platform uses decisional intelligence which combines historical, real-time and enriched data to predict business outcomes by vertical, local market and geographic region.

DeepIntent launches DeepIntent Outcomes

DeepIntent, the healthcare marketing technology company, has announced DeepIntent Outcomes, which is designed to improve script lift attributed to digital advertising through the use of real-world clinical data.

Built into its healthcare demand-side platform (DSP), DeepIntent Outcomes enables marketers to measure and automatically optimise live campaigns based on script performance from pharmacy claims data that is refreshed daily.

With DeepIntent Outcomes, marketers can plan campaigns based on insights into the in-market behaviours of patients and providers; activate media plans across all devices within a single platform; measure campaign performance in real-time; and optimise in-flight campaign performance daily by automatically adjusting creative, reach, frequency, publishers, pricing and bidding strategy.

SWAN launches Google Privacy Sandbox alternative

The SWAN (Secure Web Addressability Network) community, which is made up of independent tech and legal experts across the world, is set to launch a Google Privacy Sandbox alternative.

The community is working on a plugin designed to give people back privacy control. SWAN’s plugin is also designed to improve user experience when accessing diverse ad-funded content and services. Users who visit sites in the SWAN community will benefit from being asked for their privacy preferences just once, for all the publishers they visit, while also covering the partners that publishers rely upon.

The SWAN solution will help give control back to individuals and its decentralised set up is designed to protect the long-term future of digital publishing and marketing by avoiding bottlenecks controlled by a few highly integrated for-profit commercial enterprises.

Denodo launches data integration solution

Data virtualisation outfit, Denodo, has announced Denodo Standard, a new data integration solution available on leading cloud marketplaces.

The new offering leverages Denodo’s modern data virtualisation engine to deliver superior performance and productivity, enabling real-time analytics and data services without replicating the data into another repository. Denodo Standard lowers the barriers to begin data integration by allowing organisations to purchase it directly from their cloud marketplace of choice - AWS, Microsoft Azure and Google Cloud Platform.

Pipeliner CRM lifts analytics game

Pipeliner CRM has taken the wrappers off new reporting and analytics capabilities aimed at providing automatic, instant and actionable insights into past, current and future performance trends.

The vendor is pitching the new features as key to improving performance indicator and quota insights for sales team, providing enhanced reporting visualisation options, and a ‘Power Panel’ feature to enable users to view data from different perspectives as well as set filters to highlight specific insights or provide further analysis by user, sales unit and pipeline levels.

Key new tools include descriptive analytics for what has transpired, diagnostic analytics for looking at why some deals have closed or been lost, predictive analytics on scenario planning and performance, and prescriptive analytics to provide recommendations on the way forward by sales stage, closing data and size. There is also a performance feature that details insights by velocity, conversions, win probabilities and number of qualified leads.

ID5 raises US$6 million in Series A funding

Independent identity solution, ID5, has raised US$6 million in series A funding round.

Alliance Entreprendre and Progress Ventures join existing lead investor 360 Capital Partners to support ID5 in growing its privacy-first identification service for the benefit of the whole digital advertising ecosystem. The company will invest in its technology infrastructure, further develop its products and grow its team.

Since its launch in 2017, ID5 has been working towards the creation of an efficient identification infrastructure that supports media owners and respects users’ privacy choices. The technology has been adopted by hundreds of publishers and ad tech platforms globally, enabling ID5 to boost its global reach to over 600 million consumers daily and increase the value of its Universal ID service.

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