CMO's top 8 martech stories for the week - 7 July 2022

All the latest martech and tech news from Veritonic, Tableau, InMobi, LeadSquared, Qualtrics, ServiceNow, Acquia, Dashbot and Audience Precision.

Veritonic secures US$7.5 million Series A Funding

Audio analytics vendor, Veritonic, has closed a US$7.5 million Series A funding round led by Lavrock Ventures, with additional investment from Progress Ventures, Greycroft, Lerer Hippeau and Newark Venture Partners.

The latest investment injection will see Lavrock Ventures’ Daniel Hanks join the Veritonic board of directors. Veritonic will use the capital to hire more talent, as well as further develop its end-to-end audio insight and measurement capabilities.

Veritonic’s platform is used by brands and agencies to research, test and measure the ROI of audio assets including audio logos, audio ads and podcast campaigns. The company recently launched its Attribution solution to help brands track and measure audio campaign performance across any app, hosting platform, or listening device.

“An increasing number of brands are viewing audio as a must-have marketing vehicle for reaching and resonating with audiences,” said Veritonic founder and CEO, Scott Simonelli. “Our pioneering and independent analytics and measurement platform takes the guesswork out of audio, helping brands invest smarter, optimise their message, and remain top of mind in an increasingly competitive advertising landscape. This investment is testament to our early, potent leadership and innovation in this fast-growing sector.”

Tableau aims to make data more approachable

Tableau has taken the wrappers off version Tableau 2022.2 with a number of new features and platform enhancements.

The vendor has debuted Data Stories as a way of making data more approachable by transforming real-time insights into dot-pointed summaries and plain language explanations. As the data changes, the story summary changes to interpret data and gain insights. This is available now in Tableau Cloud and coming soon to Tableau Server.

Tableau 2022.2 also comes with new capabilities designed to reduce time spent searching and sorting data through a Quick Search function. The tool can be accessed from any page and helps to locate dashboards, content and past version history. The Metrics tools provides a way to stay up-to-date with data and allows users to adjust date range, comparison type and comparison period to track key metrics. Autosave capabilities have also been introduced.

In addition, Tableau claimed users can reduce your data preparation time by 60 per cent with Tableau Prep. Wildcard union can be used to automatically discover and join tables based on search criteria, with expanded options to include file name, file size, creation date, modification date, and access date.

Finally, Accelerators provides ready-to-use dashboards built by experts from Tableau Exchange, which can be leveraged directly in Tableau Desktop as part of the authoring experience.

Indian CRM startup raises US$153m

LeadSquared, an Indian-based SaaS startup focused on the CRM space, has raised US$153 million in Series C funding. The latest investment pushes its market value to $1 billion.  

The latest round was led by WestBridge Capital and supported by existing backers including Gaja Capital. The company has raised a total of $188.2m in funding across four rounds.

LeadSquared’s platform approach is designed to help firms automate sales, bringing efficiency to all touchpoints, from call centres to field agents and digital conversion. Tools include easily on-boarding vendors, doing verifications and collections.

The startup employs about 1200 people and generates about 90 per cent of revenue in its home market, said co-founder and chief executive, Nilesh Patel, in an interview with TechCrunch. In the financial year ending March this year, the startup doubled its revenue to about $25.6 million. Patel co-founded LeadSquared with Prashant Singh and Sudhakar Gorti in 2011.

Qualtrics and ServiceNow partner up on new app

Qualtrics and ServiceNow have teamed up on a new app to help improve employee and customer service experiences.

Available in the ServiceNow Store, the new Qualtrics Embedded Insights aims to give IT and customer service agents a unified and side-by-side view of employee and customer experience and operational data. It does this with pre-built configurations to bring together both sets of data for activities such as number of cases resolved and time to resolution within the ServiceNow Workspace.

The app also allows users to take more immediate action within ServiceNow to improve the overall customer service experience. For example, managers can initiate in-the-moment service agent coaching based on feedback within their ServiceNow Workspace. The app is the next step in Qualtrics and ServiceNow’s continued partnership, originally announced in April 2021.  

“The IT architecture is now the business architecture, and service agents are under tremendous pressure to scale with the demands of our digital-first world,” said ServiceNow senior vice-president of product and service management, Matt Schvimmer. “Arming IT and customer service agents with the most important information on issues and interactions in real-time and in one place, ServiceNow and Qualtrics are helping agents deliver proactive, seamless and personalised employee and customer experiences that help create lasting loyalty and boost organisations’ bottom lines.”

InMobi integrates Mobile Supply With Yahoo’s DSP

Adtech vendor, InMobi, has directly integrated its InMobi Exchange supply-side side platform (SSP) into Yahoo’s demand-side platform (DSP).

The two companies said SDK-powered direct inventory, without intermediaries, gives advertisers, brands and media buyers across Yahoo’s global portfolio of clients direct access to premium in-app supply and a global user base, at scale. Previously, InMobi’s international audiences had only been available through third-party exchanges for Yahoo.

Yahoo’s omnichannel DSP uses more than 200 billion data signals for digital advertising, tapping both the Yahoo network plus premium suppliers.

“Supply path optimisation is an important element that many are focused on throughout the industry,” said InMobi senior vice-president and general manager, Publisher Platform and Exchange, Kunal Nagpal. “This partnership gives advertisers a straight line to the Yahoo DSP with greater efficiencies in setting-up and optimising campaigns to better reach target audiences.”

Dashbot debuts Conversational Data Cloud

Aiming to provide a centralised view of all chatbot data, Dashbot has created the Conversational Data Cloud.

The proprietary tech solution allows customers to build and optimise their chatbots from their businesses’ own conversational data. The platform centralises conversational data including chatbot transcripts, Zendesk, email and live agent voice calls. It also deciphers tens of thousands of daily conversations and transcripts and groups similar messages and topics to determine areas of failure and opportunities for new use cases, leveraging its proprietary machine learning algorithms.

Dashbot’s Conversational Data Cloud uses a transcript transformer to search and categorise daily transcripts, plus DashbotML models tuned from mor than 10 billion conversations. Topic Modelling is another feature used to visualise flow and conversation loops. The vendor also highlighted automated training data as it exports messages as training data to optimise the model.

“We’re expanding beyond reporting and analytics to be able to ingest raw conversational data which can be difficult, but also very valuable for our customers,” said Dashbot CEO, Andrew Hong. “We’re on a mission to decipher language, which is one of the most complex types of data that has ever existed. We listened to our customers that are challenged to make sense of all their conversational data, so we built our Conversational Data Cloud to help businesses automate, analyse and optimize their conversation channels.”

Acquia adds data subject deletion request features to CDP

Acquia is boasting a new self-service interface in its Customer Data Platform (CDP) that makes it easier for organisations to process ‘Right to Erasure’ requests from their customers.

The digital experience vendor has announced new regulatory compliance, self-service features in its CDP to comply with data subject requests and privacy laws in general. Other recent updates include secure credentials management for Acquia CDP out-of-the-box connectors. These allow organisations to generate and manage their own credentials for pre-built connectors to external services such as Facebook or Google. In addition, they can set up new credentials for custom connectors.

Both self-service credentials management and compliance features are meant to accelerate workflows within Acquia CDP, without having to wait for assistance from an Acquia customer support team member.

“This feature for legal and compliance workflows is the latest in a series of self-service updates we’re making to Acquia CDP,” said Acquia director of product management, Janessa Worrell. “Customers can expect more self-service features in the coming months, removing friction and making common Acquia CDP workflows simpler to execute.”

Audience Precision unveils proprietary tech platform Precise360

Sydney-based global media consultancy and technology business, Audience Precision, this week unveiled its proprietary end-to-end technology platform, Precise360, for media strategy and guidance.  

The platform is being positioned as a single source of truth underpinned by consumer behavioural data that provides a full media strategy guidance system. Audience Precision said it’s spent seven years building a suite of proprietary tools and refining the technology platform, including attention scores for video, using an in-house team of technologists and data scientist. The agency has also been its own proof of concept for Precise360.

Key features include consumer behavioural single source research, bespoke client research, proprietary psychographic audience segments, marketing insights, communication strategy, media planning and buying and campaign reporting with integrated metric calculators. Audience Precision also signed on to Professor Karen Nelson-Field’s Amplified Intelligence Technologies to incorporate its AI-based media planning tool, attentionPLAN, into its strategy suite. It’s supported with global processes and teams.

Audience Precision’s client base spans 30 countries and includes Warner Music, RM Williams, Lyre’s Non-Alcoholic Spirits and L’Occitane. Precise360 was developed by Haydon Bray, Audience Precision global CEO and former chairman of Carat, with technologist, Jeremy Cath, who previously worked with Microsoft Azure and Amazon Alexa and FireTV internationally.

“I began this journey because I was frustrated by cumbersome and slow processes that have prevented agencies implementing the core marketing fundamentals for campaign development,” Bray said. “I wanted to create something that removed menial tasks, had inbuilt quality control around marketing fundamentals, could operate from anywhere, and used the principles of focused optimisation for a great user experience.”

Audience Precision claimed Precise360 has proven to increase productivity by up to three times at a minimum. For example, strategy development for a client typically takes 2.5 people in an agency up to 100 hours to complete – at Audience Precision the same task takes one person 16 hours, a productivity improvement of 6.3 times.

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