Monthly Archives: February 2018

Talkwalker Quick Search helps find social influencers
February 7, 2018 Social Media Marketing

Social listening and analytics platform Talkwalker has announced the launch of Quick Search, an easy-to-use social media search engine with unlimited global searches. The new Quick Search helps marketers to instantly find content ideas, detect influencers, understand audiences, discover brand insights and spot trends. Quick Search analyzes billions of conversations to give marketers easy access to search results and key brand statistics like engagement, volume, sentiment, demographics and geographies. Featuring the most comprehensive coverage available, Quick Search delivers results across social media, online news, blogs and forums to give an overview of any brand or topic at once.

From the release: Robert Glaesener, CEO of Talkwalker said, “Quick Search is our secret weapon for marketers. Unlimited searches going back 13 months enable users to tap into millions of ideas to enhance the impact of their brands. This social media search engine is really as intuitive as a Google search, but its powerful results enable marketers to make better, data-backed decisions on the fly – whether it’s getting an idea for viral content, detecting an influencer, finding brand insights, spotting a trend or discovering what resonates with their audience. Quick Search is the fastest way to boost the impact of your brand communication.”

Link: MarTech Series

Visit Talkwalker Quick Search on CabinetM.

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DataFox releases AI-enabled Account Scoring product
February 7, 2018 Lead Generation

From the release: DataFox Co-founder Mike Dorsey says, “Our mission is to eliminate grunt work in the enterprise so that people can focus on smarter, more strategic activities. DataFox data is the backbone of our clients’ account-based strategy. Now, Account Scoring provides a synthesis layer that leverages both DataFox and client CRM data to deliver a unified view of best-fit accounts across systems. This leads to better sales-marketing alignment and bigger deals.”

Link: MarTech Series

Visit DataFox Account Scoring on CabinetM.

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Accretive Media launches Digital Out-of-Home Advertising solution
February 7, 2018 Advertising

Accretive Media has launched a new digital-out-of-home (DOOH) advertising platform reaching targeted consumers on digital screens at nearly 100K venues across the United States. The key to Accretive Media’s solution is its proprietary data lake. The Accretive Data Lake combines location and geotemporal information with people-based profiles and deterministic attributes to create a comprehensive view of a consumer’s digital and physical footprint.

From the release: “Consumers spend more than 70 percent of their time out of the home, carrying at least one mobile device that we are able to deterministically link back to their interests, behaviors, movement patterns, offline purchase history, and other key attributes,” said Craig Benner, Founder & CEO of Accretive Media. “Connecting the dots between out-of-home displays and mobile devices, Accretive can tap into this rich data and action against it in DOOH. Our platform transforms the outdoor medium into a more addressable and accountable format that drives serious results. Advertisers have never debated the power of outdoor, but they’ve always acknowledged its targeting and measurement limitations. We have solved for that today. As brands start to realize the true ROI that can be achieved with Data-Driven DOOH™, we anticipate massive growth in the market.”

Link: PR Web

Visit Accretive Media Digital Out-of-Home on CabinetM.

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Who owns your GDPR problem?
February 7, 2018 GDPR

The General Data Protection Regulation (GDPR) is a new data security and privacy law out of the EU that goes into effect on May 25, 2018. When it does, it will give citizens of that entire region greater control of their online privacy, and will mean stiff fines for those who violate it.

How stiff? The law states that the heftiest fine can be 20 million euros or 4% of the total worldwide annual turnover of the preceding financial year – whichever is higher.

If you’re a company that houses or transmits EU consumer data, you must comply with GDPR. That means being able to identify and report on how you are collecting, storing, managing, and using EU customer data down to the individual level, and it means having a process in place to eliminate that data from all of your systems at the request of any consumer from the EU.

For many organizations this poses a number of challenges:

  • Consumer data is frequently stored in multiple systems across multiple departments with each system under the purview of a different owner
  • Companies that use 3rd party data to append and expand their prospect data need to ensure that their entire data supply chain is GDPR-compliant.
  • Very few companies have a comprehensive process and methodology for eliminating consumer data from their many systems.  Most of us are good at responding to Unsubcribe requests but not many of us have formal processes to purge all related data about the consumer who is unsubscribing.

Now is the time to get a handle on your data management process.  There are three key pieces to the puzzle:

  1. Beefing up your opt-in process so that you mitigate the chances that someone will reach out and ask you to purge their data.
  2. Putting a process in place to track and manage your consumer data and vendor’s GDPR compliance.
  3. Defining a process and methodology for purging consumer data.

Marketing teams are using CabinetM’s platform to manage the tracking and management of consumer data and vendor GDPR compliance.  By using our marketing stack configurator, and leveraging our directory of more than 8,000 products, organizations are able to visualize where customer data is being housed across organizational silos, track who is responsible for the data, and make note of the GDPR policies of those vendors supplying or integrating 2nd and 3rd party data.

The deadline is rapidly approaching. If you need help, contact CabinetM. We’ll show you how you to track and manage your GDPR compliance.


Author Sheryl Schultz is president and co-founder of CabinetM. To learn more about ways to manage your marketing technology, or to learn how you can add your GDPR compliance to your CabinetM vendor profile, contact her at

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Conversica acquires Intelligens and its repository of Spanish-language intel
February 5, 2018 Artificial Intelligence, Chat

Conversica, a company supplying conversational AI for business, announced the recent acquisition of, a company focused on the Latin American sales and marketing AI space. Founded in 2016, Intelligens has more than 40 customers in Chile, Peru, Colombia and Bolivia. The Intelligens acquisition brings with it new Facebook Messenger, Slack and Skype integrations and a rich repository of AI conversations in Spanish, adding to Conversica’s already extensive machine learning data set.

From the release: “Conversica is building the world’s best platform to automate business conversations with AI. Intelligens brings exciting capabilities that naturally extend Conversica’s solution to include new communication channels, conversations, language expertise and training data. The conversational AI space is exploding, with more and more organizations recognizing the value of automating routine conversations to grow revenue, manage costs and free up their human workforce for more productive activities. We recognized an opportunity with Intelligens to accelerate our product roadmap and add exceptional talent to our team. We are thrilled to bring aboard new customers and partners in Latin America and extend our reach into this fast-growing market of over 400 million native Spanish speakers,” said Conversica CEO Alex Terry.


Visit Conversica on CabinetM.

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Personalization: How evolved are you?
February 5, 2018 Email Marketing

“Norm!“ the crowd cries as the middle-aged guy stumbles into the bar at the end of a long day. If you are old enough to remember, or just a fan of 80s TV, you’ll recognize that as a staple scene from the TV series “Cheers“. The crowd all knew Norm, who showed up at the bar every day, and that greeting must have warmed Norm’s heart every time he walked through the door.

Recognition matters.

Now imagine if Norm showed up at that bar every single day and they treated him as if he’d never been there before. Would he have continued to come to that same bar every day?

As marketers, we often are so focused on our own goals that we can lose sight of the customer. Even tactics like targeting, segmentation and customer personas are organized around our own goals, whether they are upsell, cross-sell or purely revenue-based.

Personalization shifts the focus from what the company wants from the customer to who the customer is and how the company can help him or her achieve their goals. In an overcrowded landscape where we have to compete for every eyeball, personalization is a powerful tool to help us stand out.

As a reader of this blog, you likely already know how impactful personalization is. It increases engagement, reduces attrition and creates higher cart values. Need more?

You’re probably already using at least some basic personalization. But to stay competitive, it’s no longer enough just to know your customer’s name. Your personalization techniques should evolve as your relationship with your customer deepens.

Consider our friend Norm. Yes, everybody knew his name, but they also knew what he was likely to order, how often and at what times he would visit, how long his visits usually lasted. If he changed his behavior, the staff would notice – and likely good-naturedly tease him about it. That’s why he was so loyal.

So where are you when it comes to personalization?

How to evolve personalization

Start Simple

If you’re doing nothing now, start by just shouting “Norm!” Address your customer by name, mention a recent purchase (or lack thereof) or other behavior or fact you know about them, like “Member since 2012” or membership level or points balance, etc. Let the customer see that you recognize them. You may be surprised how even this simple tactic makes a difference.

Layer on some Logic

Once you’ve seen what simply inserting values into your message does, step it up. Using simple logic (if-then statements) and dynamic content, most email platforms can pull in content based on the customer’s data. For example, if you capture customer gender, you could pull in different imagery or copy that is gender specific. Or geotarget: if the customer lives in Maine, show an image with snowshoes, if their state is Florida, show a beach umbrella.

Once you start to think about how to better personalize content based on who they are, the options you can test are countless. Gender or geography may not matter to your customers, but maybe their industry, income, age, etc. does. As you test, you’ll learn more about your audience and how to communicate with them most effectively.

Important tip: always have a default value in case of missing or unexpected data!

Go Deeper

The above tactics can be done by marketers without a lot of other organizational support. Once you have demonstrated that basic personalization has a positive influence on revenue, it will be easier to ask for support for more sophisticated tactics like the following:

Behavioral Personalization

Use past behavior to suggest what the customer may want to do next. This could be tactics like favorites and recommendations, or “People who did or bought that also like…”, etc. This will likely require access to more data and some support developing a recommendation engine, but for many business, the investment is well worth it. Amazon attributes 35% of their revenue to recommendations – a powerful case for investment.

Real-Time Personalization

Content is determined when the recipient opens the message rather than when the message is sent, and content can vary based on when, where and on what device they open it. This is especially useful in email where you can’t control when the recipient will read the message. A common example is responsive email design that allows email to display differently if opened on the desktop vs. a smartphone, but it can also be used to influence content. If inventory sells out between the time you sent a message and when the customer opens it, have the email pull in a different product. Running a two hour flash sale? That send is no longer wasted (or an annoyance for your customer) if it’s opened after the sale ends. It will just update itself to show a more current message.

Predictive Personalization

Using models, AI or machine learning, and customer data from many sources (transactional, site behavior, social data, etc.), predictive personalization goes beyond recommendations to predict a customer’s future behaviors, needs and value. This type of messaging requires enormous amounts of data, analytics support, and constant refinement, but can be extremely powerful. It influences content, but can also determine when and how often a customer is contacted or whether the customer needs more info vs. a discount in order to make a purchase decision.

Obviously, this approach requires a great deal of data, insight and infrastructure to implement, but there are providers that specialize in this that can help you.

Test your way to success

Evolving your personalization is not a one-size-fits-all journey, and more sophistication doesn’t always guarantee more ROI. Evolve prudently, testing often at every stage to understand what works best for your customers. You may find that your ROI is maximized with simpler tactics, or you may find that every new level of personalization you add creates more customer loyalty and value.  

So go ahead, shout “Norm!” and have a cold beer waiting in front of his favorite seat when he visits, because we all want to be where everybody knows our name.

Susan Rutgerson has been a marketer for over 20 years in agency, startup, non-profit and enterprise settings. She has done marketing strategy and marketing operations, and loves it best when those two disciplines work together, creating relevant customer experiences that deepen the relationship between brand and customer. She gets a bit more excited about data than most, her favorite channel is email and she confesses to being a bit of a testing addict. Connect with her on LinkedIn

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4 considerations for marketing your growing business on a budget
February 1, 2018 Marketing Automation

Whether you are just getting started or have been growing for 20 years, chances are you can still know more about your customers. Finding the time, money and resources to build and implement an impactful marketing plan is often a challenge. Here are a few ideas to make a measurable impact on a budget.

What is your sustainable growth model over the next 1 to 5 years?

We would all love the problem of figuring out how to fill a boost in orders week over week. However, to grow successfully you need to grow at a pace you can manage. That might change from year to year, so check in occasionally to determine your optimal growth rate and how you currently measure against your goal.

If you measure by sales volume, consider how many consumers that translates to in a year. Then set consumer goals for trial, conversion and retention.

Who are your consumers? What are their demographics and purchasing patterns?

What are key characteristics of your consumers? Are there subgroups that are your best customers? Anecdotally, you have an idea of who buys your product or who you’d like to buy your product. Likely you have information about your customers, but it may not be centralized in a way to easily answer these questions with data.

Consider a few easy ways to start collecting and reviewing consumer data:

Create a website registration page. Collect more than just email address. While you might only be able to afford sending email now, one day you will be able to send thank you notes or birthday cards with coupons in the mail to your customers! When people register, send them a coupon to get the conversation started.

Utilize social media to drive people to your website. “Follows” on Instagram and “likes” on Facebook are a fantastic way to communicate your brand message, but to see if your marketing efforts are working, you need consumer level data.

To maximize the value of your data, keep it all in one place. A record of every customer, email sent, coupon redeemed, etc. Did you know you can put a consumer PIN on coupons and get the PINs keyed by your coupon clearinghouse for just a few cents?vHow do you identify and reach consumers? How do you get them to try and repeat purchase?

Target your messages to make them more persuasive. With data at your fingertips, you can segment your customers in a variety of ways: look at purchase patterns, demographics, age, etc. How you speak to each segment should be different, not one-size-fits-all. The same way the message would be different targeting new moms versus pet owners.

Look at your data. How many people are repeat purchasers? How often do they purchase? Once you establish an average, you can reach out to initiate purchase reminders. For example, if on average your repeat customers purchase every 19.2 days, then on day 17 send an email with a 10 percent off coupon. On day 25, reach out to those who did not purchase with a different coupon and message.

Does anyone manage this within your organization? Are they able to focus on it as much as you would like?

Part of your sustainable growth plan should be to implement measurable marketing programs that speak to your core customers and find other customers who look like them. Whether that means hiring interns, a marketing director or a company to manage this for you, keep your consumers in mind. They are the ones driving volume and sales.

Kelly Cavanaugh is an account executive for Broadstreet Marketing, which provides impactful, measurable and affordable marketing solutions for growing brands by enabling conversations that drive purchases and exceed brand goals.

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