CMO's top 8 martech stories for the week - 5 September 2019

All the latest martech and adtech news this week from HubSpot, Netwise, Anaplan, Mintigo, Tanla Solutions, Gamooga, TapClicks, Lotame, MessageMedia and NewsCorp

Anaplan to acquire Mintigo

Anaplan has signed a definitive agreement to acquire Mintigo, an Israeli-based predictive analytics and artificial intelligence (AI) solutions provider providing B2B marketing solutions. The terms of the deal were not disclosed.

Anaplan aims to accelerate its platform by adding Mintigo’s team of engineers to its arsenal and harnessing its AI technology to advance Anaplan’s predictive capabilities on its own platform. Anaplan aims to develop an AI-enabled platform and further position itself as a leader in connected planning.

Mintigo is designed to provide marketing and sales teams with predictive analytics for better forecasting. The solution uses artificial intelligence, big data and predictive analytics in its intelligent customer engagement platform and hooks into Marketo's marketing automation and account-based marketing offerings. The company has raised more than US$50 million in funding since it launched in 2009.

Netwise acquires WhoToo

NetWise Data, a data and information services company, has acquired WhoToo, the 'data-as-a-service' company previously owned by Demandbase.

The acquisition will allow NetWise to upgrade the core B2B and B2C data assets currently sourced and distributed by WhoToo with the more accurate, complete and enriched customer data sets engineered by NetWise. It also gives NetWise the ability to reach a new audience of enterprise clients.

The move comes amid a wave of momentum for NetWise, which is expanding its client base, team and operations as it prepares to more directly engage the market. The company is moving from a white-label model to a direct and branded model in order to better serve clients. 

Early signals of this transition came in the branded NetWise presence with Adobe and the Trade Desk, but this acquisition adds tools like the Salesforce Audience Studio, Nielsen Marketing Cloud (eXelate), Lotame and Oracle (Bluekai) to the roster of solutions leveraging NetWise technology directly. 

Financial terms around the WhoToo deal have not been disclosed.

Tanla Solutions to acquire AI-based marketing automation platform

The third acquisition this week was made by Tanla Solutions, which signed a definitive share purchase agreement to acquire 100 per cent of Gamooga, a marketing automation platform provider.

Gamooga will receive a cash payment, which will be funded from Tanla's internal accruals. Gamooga will be issued the further worth of Tanla stock.

This acquisition is expected to close by October 2019 and is subject to approval from Tanla's Shareholders and regulators, if any. The cost of the deal has not been revealed. 

Tanla Solutions is one of the largest cloud communication providers in the world. This is the second acquisition the company has made in the last four months. The acquisition of Karix Mobile and Gamooga now will position Tanla as an end-to-end solution provider for global enterprises, to solve every imaginary use case and problem of customer experience.

TapClicks secures US$10 million financing

TapClicks has secured $10 million in funding. The cash infusion was announced on 21 August and financed by Boathouse Capital.

TapClicks is a marketing technology company for agencies, media companies, brands and enterprises. Its integrated Marketing Operations Platform includes sales enablement, workflow and order management, analytics and automated reporting.

The company has had five previous funding rounds, including a $10 million private equity round in 2018.

HubSpot partners with Supermetrics

HubSpot is partnering with marketing data engine, Supermetrics, giving HubSpot users the ability to access, analyse and report data from across their HubSpot portals.

Data can now be imported and viewed in Google Sheets, Google Data Studio and Excel. With the new connector, HubSpot aims to help marketers free all their HubSpot data so it can be analysed in any way.

With Supermetrics, HubSpot marketers will now be able to enjoy an array of benefits, including: pulling all HubSpot marketing and sales data into a single spreadsheet or dashboard; slice, dice, and analyse data any way you want; measure the performance of entire conversion funnel; create custom automated reports; combine data from multiple HubSpot portals and with data from other marketing platforms.

Lotame sees 1200 per cent YoY Growth in second-party data adoption

Lotame, a data solutions company, has highlighted 1200 per cent year-over-year growth in second-party data adoption from April 2018 to April 2019 based on usage of its data marketplace.

Lotame’s 2nd-Party Data Marketplace provides a peer-to-peer exchange for data owners and buyers to connect, discover and size target audiences. It offers unique capabilities in the industry such as allowing DSP buyers who aren’t Lotame platform customers to connect and buy second-party data directly from Lotame partners who are. Lotame partners with over 50 activation partners including Google, Twitter, The Trade Desk and AppNexus.

Lotame has also seen a 300 per cent rise in revenue over the first four months in 2019. In February, Lotame announced a 273 per cent increase in global revenue since 2017.

The upward trend towards second-party data also presents a new revenue stream for publishers and brands. Late last year, Lotame conducted research that found one-third of brands and publishers are actively creating new monetisation opportunities by becoming second-party data sellers, leveraging the demand for data quality for their benefit.

MessageMedia launches Mobile Landing Pages

Global business messaging provider, MessageMedia, has launched Mobile Landing Pages, a new service that aims to create a deeper customer experience through extending SMS messages to a personal landing page, and gives businesses the ability to measure conversion and success.

Mobile Landing Pages allows business to create personalised mobile customer journeys that track engagement from SMS to landing page to conversion. Using the service, MessageMedia customers can incorporate interactive and branded elements into their messages with clear calls-to-action, without the need for Web developers. Businesses can then deploy unique landing pages to hundreds of thousands of customers at once, removing the complexity of development teams and digital analysts.

Users can also track the success of SMS campaigns through link previews and the actions of customers, as well as adapt the templated landing pages to match their own branding. In addition, with Mobile Landing Pages, users can see whether people are viewing their messages and who is clicking on links, segmenting customers and gauging which calls-to-action have performed the best. The vendor said its templates suit a range of industries and use cases, such as retail and loyalty campaigns, appointment and booking reminders, plus billing notifications.

NewsCorp reportedly selling video platform

NewsCorp is looking to sell Unruly, the London-based video advertising platform it acquired for £115m in 2015, according to various reports, apparently to avoid a potential takeover.

The platform supplies video advertising services and manages the company’s digital advertising inventory. Potential buyers are likely to include other players in the video advertising market.

According to Sky reports, NewsCorp has hired bankers to oversee the sell-off after receiving several unsolicited bids.

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