Tag Archives: Analytics

AcuityAds acquires Visible Measures
April 25, 2017 Acquisitions , ,

AcuityAds completes its acquisition of Visible Measures. The acquisition will bring together AcuityAds’ self-serve programmatic marketing platform and Visible Measures’ video analytics with the goal of gaining a greater share of the programmatic television and video ad market.

From the press release: “We are extremely excited about the integration of Visible Measures’ video analytics technology into Acuity’s world-class media execution platform and are looking forward to seeing the compelling advantages of offering their services to our existing clients,” said Tal Hayek, CEO of AcuityAds. “Video advertising is the fastest growing segment of the digital advertising market and the addition of Visible Measures’ offerings significantly bolsters our video footprint and enhances our value proposition for marketers as an industry-leading multi-channel platform for all of their digital advertising initiatives.”

Link Cantech Newswire

Visit AcuityAds and Visible Measures on CabinetM.

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Twitter releases new capabilities for Periscope
March 31, 2017 MarTech Product News ,

Twitter announces the availability of two new features on Periscope that will enable users to monitor interactions and gain audience insight.  Along with the analytics dashboard, the Activity Tab will reveal engagement activities including when someone replays a video and also when they begin to follow the broadcaster.

From the blog: “Our new analytics dashboard gives broadcasters an in-depth look at their viewership and engagement on their videos over time. You’ll be able to see an overview of broadcast metrics, including video duration, viewers, hearts, time watched and time watched per viewer.” Team Periscope

Link Periscope Blog

Visit Twitter on CabinetM.

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Cision acquires Bulletin Intelligence, a provider of custom intelligence briefings
March 29, 2017 Acquisitions , ,

Cision announced the acquisition of Bulletin Intelligence and highlighted plans to combine its earned media cloud-based platform with Bulletin Intelligence’s expert analysis and industry knowledge.  Bulletin Intelligence provides top level executives with highly-customized, curated briefings that include a comprehensive look at the day’s news and other competitive intelligence. The acquisition follows Cision’s recent announcement of plans to go public.

From the release: “After our recent announcement to go public, acquiring Bulletin Intelligence is a natural next step toward building the world’s most complete earned media cloud platform,” explained Cision CEO Kevin Akeroyd. “In an era of excess information and the 24/7 news cycle, the addition of Bulletin’s world-class analyst services bolsters our ability to provide data-driven insights that today’s executives need to make critical business decisions.”

Link PRNewswire

Visit Cision on CabinetM.

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RingCentral adds real-time analytics to unified communications platform
March 27, 2017 MarTech Product News , ,

RingCentral adds two new analytics capabilities to its unified communications platform. Currently available for beta, RingCentral Quality of Service Analytics enables organizations to anticipate and diagnose any voice quality of service issues impacting users before they become critical problems.  RingCentral Live Reports tracks customer interactions in real-time and is currently available as an add-on for RingCentral Office customers.

From the release: “Enterprise IT organizations are demanding real-time reporting capabilities to deliver a high quality of communications services to their users,” said Jose Pastor, vice president of product management at RingCentral. “We are now bringing the industry’s most sophisticated reporting capabilities so IT and department leaders can easily monitor, analyze, and resolve issues proactively.”

Link RingCentral Press Release

Visit RingCentral on CabinetM.

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Foursquare now offers brands location intelligence analytics.
March 22, 2017 MarTech Product News , ,

Foursquare Analytics is a new location intelligence solution that enables brands to gain a deeper understanding of customer behavior by tracking foot-traffic on the chain-level.  Brands can compare traffic patterns again a competitive set as well as the broader industry.  Metrics include loyalty and defections analysis, penetration and visit frequency, and cohort tracking and analysis.

From the release: “Foursquare Analytics allows brick-and-mortar retailers and restaurant chains to understand how their own company and an entire category are performing based on actual, measurable, real-world visits — and much more quickly than any option out there.” Jeff Glueck, CEO of FourSquare,

Link FourSquare Blog

Visit Foursquare on CabinetM.

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Building the Marketing Stack for Streaming TV Ads
March 22, 2017 Uncategorized , ,

Television is changing, shifting from traditional paid cable and broadcast services to streaming on mobile devices.  Todd Spangler in an April 2015 article for Variety noted, U.S. consumers are more inclined to stream entertainment from an Internet service than tune in to live TV, according to the results of a new survey from consulting firm Deloitte.”   

As television viewership changes, so too must advertising.  But, there is some good news.  “Video advertising creates a more stimulating environment for consumers by meeting their expectations for content. It allows brands to quickly inform and visually entertain, which generates a powerful platform for conversion when accurately targeted across user behavior patterns,” notes Thomas Stern in an article for Marketing Land.  The pressure is on for marketers to get the targeting right and create content that combines information and entertainment.  But, the first step is to gather the data.

By tapping tools in Behavioral Analytics: Multichannel and Video Analytics, marketers can zero in on what their target audience is all about — tracking demographics, general interests, media habits, shopping history, and overall viewership statistics.  This data can provide clues as to how best to craft the ad content.

Tools in Broadcast & TV Advertising, Video Advertising and Video Production are invaluable to marketers when creating the video content. Or, marketers can turn to an agency for Video Production.  The key is to create a compelling ad that grabs the audience’s attention and spurs them to seek more information about the brand.

Tracking results is an important component of the marketing stack.  Ad Campaign Performance solutions enable marketers to determine which ads are performing best and maximize overall ad spend. Multi-Touch Attribution tools take a look at marketing campaigns across multiple channels and tie sales conversions to the specific channel that inspired the customer’s actions.

Streaming TV has upended the status quo.  A successful stack will provide marketers  with the tools they need to track ever-changing consumer trends, adjust video content and ad placement as needed, and to gather the metrics to see what works.

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Track Mobile Customers with these Tools
February 28, 2017 Analytics , ,

You know your audience is moving. They’re online looking at your product, they float away, sometimes to come back to your website. You can see in the numbers who is coming and when, but you’re not nailing down where they are in the buyer’s journey, and what’s resonating. So how, exactly, do you catch a moving target?

We know shopping on mobile devices is up, and it will be way up over the 2016 holiday season. Notes TechCrunch, reporting on a Visa study, “nearly half (47%) of consumers will shop online this season, 33 percent of them from mobile devices.”

While customers are online, grab insights with mobile analytics tools. These programs automate the process of tracking what content brings customers in, what ad network they used. You can track users by location for those who are shopping your site online while in a physical store. Or use those insights to launch a new mobile campaign to catch users before they blow away.

 

Ad Intelligence by Sensor Tower collects daily mobile advertising data that reveals the reach and creative content being used to promote hundreds of thousands of apps around the world. With Ad Intelligence, marketers have the insights needed to develop better user acquisition campaigns — the platform reveals which app publishers spend the most on mobile app campaigns each week, which networks serve impressions for specific apps, and the granular details for every piece of creative content captured. With Ad Intelligence marketers can quickly see if a boost in the Top Charts dashboard was due to an ad spend, or from organic viral growth.
BEST FEATURES: Dig into the details of ad creatives, including the ad network that served the ad, the device type, the resolution of the creative, and when it was first and most recently captured.
PRICING: Packages start at $79 per month.

 

Analyze is a mobile analytics tool that makes it easy to collect actionable insights about mobile apps. The Analyze administration dashboard is simple to configure, displaying the data that you need in order to measure the success of your apps. See how many new users registered, how many users are active daily or monthly, which marketing initiatives are generating the greatest number of conversions.
BEST FEATURES: Catch UX issues.by measuring flows through each stage of a task, identifying bottlenecks and making changes accordingly.
PRICING: See vendor for details.

 

mobile STIR drives 1:1 personalized mobile app engagement fueled by machine learning. Its purpose is in delivering data-driven content in real time, based on customer location, preferences and actions. Track customers where they are, in the real world.
BEST FEATURES: mobile STIR’s technology includes historical and real-time data, including an individual’s geolocation, actions or inactions, and preferences.
PRICING: See vendor for details.

 

LocationSmart is a comprehensive Location-as-a-Service platform. LocationSmart includes proximity-enabled two-way in-app messaging, device profiling with real-time risk scoring and unique device, identity and behavior analytics, support for geo-relevant marketing campaigns.
BEST FEATURES: Includes privacy-protected location services from multiple sources including carriers, Wi-Fi, IP addresses, device SDK and landlines that are available to enterprise customers through a simple API.
PRICING: See vendor for details.

 

CleverTap unifies deep-rooted analytics based on behavioral segmentation with hyper-targeted engagement through one platform that guarantees personalized user experiences to build a loyal customer base. Among its features are Behavioral Segmentation to identify users based on any defined activity, date range or other attribute; Live User Segments to add users to a pre-defined segment when their behavior matches the criteria; Past Behavior segments sorted by activity type for any historic date range.
BEST FEATURES: CleverTap automates the tracking of app unistalls and enables re-engagement via emails and retargeting
PRICING: Freemium plan includes up to 10 million monthly events and 30 campaigns. Paid packages start at $1500 monthly.       

 

Netbiscuits removes the complexity of programming for many devices, reducing the amount of time and money it takes to execute the mobile strategy. Netbiscuits Mobile Analytics offers insight on mobile visitor behaviors in real-time, delivering marketing intelligence on customer trends across PC, tablet, and mobile phone visitors in one tool.
BEST FEATURES: Get valuable insight on everything from screen size, CPU, display, touch interface and video readiness.
PRICING: Packages start at $175 per month for 1,000,000 monthly impressions.

 

Upsight is a mobile analytics marketing platform that enables organizations to easily explore mobile user data, build powerful user insights, and launch sophisticated, data-driven mobile marketing campaigns. Its customized analytics dashboards are easily sharable.
BEST FEATURES: Enterprise-grade analytics with powerful and unlimited data storage to monitor app performance.
PRICING: See vendor for details.

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As Inbound Calls Rise, New Tools Needed to Measure Reach
February 17, 2017 Analytics ,

Most ads are not going to tell you to “don’t wait, call now, operators are standing by” because today’s marketer knows you’re going to fill out a web form.

Or are you? AdAge notes that the ringing phone is actually causing a problem for metrics.

The test-prep tutoring firm Sylvan, for example, spends most of its national media budget on digital, particularly search engine marketing. But potential customers who follow its search ads to its site have increasingly made a phone call the next step instead of completing a web form. Because the company had been gauging campaign and keyword effectiveness by tracking things like the number of web forms filled out, the shift was leaving Sylvan blind to much of the return on its investment.

How do you measure incoming calls? There are a few categories on CabinetM that help automate the process:

  • Contact Centers packages have analytics to track calls coming in, coded by campaign or subject
  • Call Center Systems for the Enterprise help track calls no matter where they come in.
  • Call Detail Records (CDR) capture and track inbound and outbound call attributes, including phone numbers, call dates and times, call duration, caller hold times, hang-ups and dropped calls. CDRs monitor the performance of call center services and phone systems. Tools in this category are purpose-built to capture, track and measure the uptime, speed and reliability of call center web and mobile apps, sites and agent services.

Whatever tool you choose, make sure it maps to your overall strategy, helping all sectors hit the numbers.

And congrats on the success you didn’t even plan for, by the way.

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Bizible Launches Custom Attribution Modeling With Machine Learning Recommendations
February 2, 2017 Uncategorized ,

Summary:

Bizible introduces a full-funnel custom attribution modeling, which is the first B2B custom modeling backed by machine learning. Custom modeling will enable more sophisticated companies to define what matters most to the deal and modify how much credit should go to that marketing touchpoint. The modeling supports the complete buying journey including anonymous top of the funnel visits, all lead stages, all opportunity stages to closed/won, and it includes attribution for customer marketing such as upsells and expansions.

Function:

Metrics & Insights, Customer Acquisition

From the Announcement:

Bizible CEO Aaron Bird states, “Developing your custom attribution model can be daunting, so customers won’t need to go at it alone. Bizible’s machine learning algorithm will automatically recommend the ideal model based on the specified stages, historical conversion performance, and marketing’s ability to move deals forward during that stage of the buying journey.

Link:

http://www.bizible.com/blog/bizible-custom-attribution-modeling

Visit the Bizible Company Profile on CabinetM

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Viant Announces the Acquisition of Adelphic
January 26, 2017 Analytics

Summary:

Viant, an advertising technology company, has announced that it has signed a contract to acquire cross-channel advertising platform Adelphic. The autonomous execution and media planning tools of Adelphic along with its customer reach across formats and screens will reinforce the analytical offerings of Viant.

Function:

Advertising, Insights and Analytics

From the Announcement:

The Chief Executive Officer and Co-Founder of Viant, Tim Vanderhook, said in a company release, “Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first. This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

Link to full article: https://www.martechadvisor.com/news/display-native-ads/viant-announces-the-acquisition-of-adelphic/

Visit the Viant Company Profile on CabinetM

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SAP Buys Attribution Software Company Abakus
December 15, 2016 Analytics , ,

Summary:

SAP announced the acquisition of Abakus, an attribution system that applies game theory to forecast scenarios that influence media buying and optimization. Abakus also uses split-funnel attribution, running its engine in both the upper part of the sales funnel and against lower-funnel activities. This methodology is meant to give advertisers a clearer view of which marketing activities drove customers toward a conversion.  Abakus will fold into SAP’s Hybris Marketing Cloud Suite.

Function:

Marketing Attribution, Metrics and Insights

From the Announcement:

“We made a very smart acquisition with Abakus software, which adds another piece to the jigsaw,” he said. The Abakus piece lets marketers account for their content as it’s consumed across devices and channels.

Link: https://adexchanger.com/ecommerce-2/sap-buys-attribution-software-company-abakus/

Abakus Company Profile on CabinetM

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Measure marketing success across multiple channels
December 12, 2016 Analytics , , ,

Are your marketing efforts generating sales? Measure your reach across channels with these multi-channel analytics tools.

In the Marketing Technology world there’s now a digital trail for every transaction, and tools that help take all that information, code it in a way that makes sense for your business so you can make good decisions. Be it via a message customers read on Facebook or the combination of an in-store promotion and a newsletter, you can measure how your efforts in marketing are becoming sales.

Save time, frustration and money with these multi-channel analytics tools.

 

ibmIBM Digital Analytics Multichannel completes the picture of visitors’ digital journeys with data pertaining to their offline behavior. IBM Digital Analytics Multichannel has a flexible and open architecture that can help users extend analytics and IBM LIVE Profiles with offline data as required. Micro-target digital marketing based on a holistic view. Make fact-based, accurate decisions on targeted marketing strategies and expenditures.
BEST FEATURES: Measure the power of digital marketing channels on offline sales. Analyze marketing channels and customer behavior by merging online and offline insights.
PRICING: See vendor for details.

 

crossixCrossix provides audience and campaign insight solutions for healthcare and media companies to plan, measure, and optimize their marketing and communication initiatives. Crossix offers audience targeting using consumer information and relevant treatment data to reach the most qualified audience efficiently. Multi-channel measurement includes brand conversion and adherence.
BEST FEATURES: This analytics package is geared toward healthcare companies.
PRICING: See vendor for details.Visit Site

 

manthanCustomer360 is an analytics solution by Manthan that relies on descriptive and predictive data-mining algorithms to build a unified customer profile cross social and shopping data. Among its features is embedded algorithms for segmentation, affinity, propensity, and lifetime value to track purchase and digital behavior.
BEST FEATURES: Customer360 manages multiple models concurrently to support diverse marketing programs.
PRICING: See vendor for details.

 

unifiedUnified is a comprehensive marketing intelligence platform featuring multi-channel metrics, social influencer tracking, multi-channel audience segmenting, campaign optimization and more. Marketers can compare top performing social posts and engagement levels, getting insights, such as best time of day to post. The platform integrates social audience analytics with CRM data, including emails, phone numbers, social IDs, mobile IDs and more, for an in-depth profile. With over a thousand data sets and a visual, user-friendly dashboard, marketers can easily identify emerging trends and make adjustments as needed to all marketing channels including TV, display, radio and social.
BEST FEATURES: Strengthen competitive strategy by analyzing your performance alongside your closest competitors.
PRICING: See vendor for details.

 

blueanalyzerFor organizations with millions of customers and transactions the BlueVenn blueANALYZER solution enables you to create sharply targeted marketing. Create cross-sell and up-sell campaigns to increase customer value and transform your customer insight capabilities. Build more effective segments of customers to target with different offers and personalize content to create engaging customer experiences. Multi-channel campaign capabilities, ESP and real-time web integrations enable you to deliver effective customer journeys.
BEST FEATURES: blueANALYZER takes brands and makes them truly multi-channel by combining offline and online data, underpinned by a Single Customer View.
PRICING: See vendor for details.

 

neustarThe Neustar PlatformOne (formerly Aggregate Knowledge Media Intelligence Platform) allows advertisers and agencies an easy-to-use dashboard that shows what is happening with their ads across all channels and guides what actions to take next. Using the Neustar PlatformOne, clients can measure the performance of their online campaigns.
BEST FEATURES: Neustar PlatformOne combines media and data investments in one platform with the purpose of driving online sales and increasing ROI.
PRICING: See vendor for details.

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Visual Analytics tools for marketers drowning in data
December 5, 2016 Analytics , , ,

If you have even a few MarTech tools on board, you can find yourself swimming in data. We are now in a world where we can get up-to-the minute reports on how many customers walk by your store, how many people requested but did not download your white paper, and how many times your brand is mentioned on social media.

But do you know what to do with that data?

The approach used in visual analytics is figuring out tends, patterns and relationships in the data available, and being able to figure out what the customer will do next. Is there a correlation between visits to your store and trending social media? Given that data visual representations makes it easy for those with a marketing-not-tech background to get information. Include drag-and-drop options for setting up the parameters and the non-technical person can run the tool.

Pair this tool with clean data and effective data management strategies so you can standardize data coming in from different sources.

Below are seven visual analytics tools that not only can help with large data sets but can also be useful for smaller marketing departments.

Visual Analytics

adobe-analyticsPart of the Adobe Marketing Cloud, Adobe Analytics provides a 360-degree customer view through real-time web and mobile analytics, advanced data visualization, powerful predictive models, and algorithmic cross-channel attribution. Adobe Analytics is a powerful solution for driving more informed business decisions based on digital channel data, leading to personalized user experiences, better ad spend, and better monetized content.
BEST FEATURES: Its visual analytics package is part of a larger suite providing customer insights.
PRICING: See vendor for pricing details.

 

sasSAS Visual Analytics provides a complete platform for analytics visualization, enabling you to identify patterns and relationships in data that weren’t initially evident. Interactive, self-service Business Intelligence and reporting capabilities are combined with out-of-the-box advanced analytics so everyone can discover insights from any size and type of data, including text.
BEST FEATURES: The package comes with out-of-the-box analytics.
PRICING: See vendor for pricing details.

 

leftronicLeftronic is a real-time data visualization platform for companies. Start with templates to quickly create online dashboards that connect to the data sources of your choice — Twitter, Facebook, Google Analytics, AWS, Basecamp, etc. Leftronic also offers three ways to upload your custom data to our dashboards. Push and Pull APIs for frequent updates of large data sets, a spreadsheet upload tool for your excel reports, and edit button directly on Leftronic’s widgets for one-off jobs.
BEST FEATURES: Built with templates to start pulling in data immediately.
PRICING: Billed annually, two dashboards start at $42 per month.

 

ichartsThe iCharts Platform is a cloud-based visual analytics platform that empowers rapid visualization of complex business information, large-scale research and dynamic data sets. The easy to implement solutions enables users to rapidly create, distribute and collaborate via comprehensive dashboards, interactive reports and intuitive charts.
BEST FEATURES: No data preparation or IT necessary to launch.
PRICING: For NetSuite, the solution is $50 per month. A version for SalesForce is currently in beta.

 

qlikQlik Sense is a governed, server-based data visualization and discovery application ideal for group, department and organization-wide data analytics needs. Business users get powerful, flexible, personalized data analysis and collaboration on any device, while adhering to centralized data security and governance policies.
BEST FEATURES: Qlik is built for compliance, offering up both visualization and data security.
PRICING: Built for working in a mobile environment, Qlik provides visuals to remote teams too.

 

ficoFICO Visual Insights Studio provides a complete business analytics platform that turns data insights into operationalized decisions that improve business performance. Visual Insights Studio provides the tools to identify interesting data patterns and drill down to highlight deep insights into how decisions and actions influence customer behavior and business outcomes.
BEST FEATURES: Speedy installation time.
PRICING: See vendor for details.

 

megalyticMegalytic is a data visualization solution for analytic reporting. The solution includes templates, widgets, integrations with key data sources, and tools for formatting and distribution. The platform is used by digital agencies, marketers, and business owners for faster, more insightful and better-looking analytics reports.
BEST FEATURES: Includes a Widget library.
PRICING: Packages start at $9.99 per month for two connections and one user, and run to $249.99 monthly for 100 users.

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Reporting tools that help marketers take a break
December 1, 2016 Uncategorized , , ,

Question: What do they call the two days at the end of the week where you don’t go to work and you focus on yourself and your family?

Answer: You’re in marketing. You’re going to get stuck on this one.

What if there was a way for you to get the break you need? Go get some sun while the marketing gears keep right on turning. When you are back in the office you can pull up a report showing how your campaign is doing. You can track how consumers are using your content. You can collect and analyze data for insights on how to tweak collateral so you can go to a kids’ game instead of slaving over a hot pageviews report.

Behavioral analytics tools are designed to detect where users go first, what they click next, how long they linger at certain spots, and other in-session data points. When analyzed and interpreted over time, Behavioral Analytics help organizations to optimize their website or app for a superior user experience, better engagement and increased conversions. Here are tools that can do the thinking for you while you take a break.

 

granifyGranify is powerful eCommerce retention software designed to detect when a shopper is about to click away without making a purchase, triggering an automatic message enticing them to reconsider. By harnessing the power of real-time Big Data, the Granify decision engine automatically maximizes revenue for online retailers with more than 100,000 visitors.
BEST FEATURES: Granify monitors over 400 attributes per second to predict shoppers’ next moves.
PRICING: Granify charges by performance, charging nothing if revenue does not change.

 

mixpanelMixpanel’s analytics functionality presents marketing decision-makers with insight into product usage, conversion rates, and user retention with granular analytics answering specific data questions. Once you identify where you lose customers in any process, you can run experiments to fix issues, and understand the value of each marketing channel and then use in-app scheduled email delivery, push notifications, mobile and web notifications to reach customers at the beach, or wherever you want to find them.
BEST FEATURES: Funnels visually measure how customers move through any series of events.
PRICING: Prices range from basic free plans up to $2000 per month.

 

 

jirafeJirafe helps eCommerce retailers optimize their online storefront and digital catalog. The tool tracks in-page user movement down to the mouse click, detecting trouble spots where users get stuck, which merchandise attracts the most attention and identifying products that get looked at frequently but not purchased.
BEST FEATURES: User friendly dashboard shows how trends impact sales down to SKU-level detail.
PRICING: Jirafe pricing is based on data used and indexed per day. See vendor for details.

 

kissmetricsKISSmetrics is a digital analytics solution that tracks the user journey through desktop and mobile, across multiple devices and browsers. The platform collects data about visitors, finding their online roadblocks and providing revenue reports on the best customers.
BEST FEATURES: KISSmetrics provides funnel reports to show where visitors abandon the site or checkout process.
PRICING:  Starter is $200 per month. Basic is $700 per month. Professional is $2000 per month. All plans discounted two months if billed annually.

 

 ooylaIQ is advanced video analytics. The tool enables deep insights into how popular the video is amongst your viewers, delivering data by geographical location, device, traffic source and more, even showing  whether viewers are really engaging with your content or merely sampling the first few minutes before moving on.
BEST FEATURES: Player tracking enables you to use different Player IDs in different situations and quickly identify the programs that are driving the greatest value.
PRICING: Contact vendor for details.

 

kahunaKahuna’s Customer Engagement Engine analyzes customer behavior across web and mobile, enabling marketers to detect behavioral patterns that lead to conversion. Use Kahuna to monitor what your customers are doing, and then send them push notifications or in-app messages via Kahuna’s tools, and then next weekend have the platform run a report on ROI.
BEST FEATURES: As customer behavior patterns are understood, Kahuna pushes personalized messages out to consumers, crafted to boost engagement.
PRICING: Contact vendor for details.

 

placedinsightsPlaced Insights is an analytics solution that provides intelligence into offline consumer behavior and links it to the physical world. The tool provides insights to grow and retain key customer segments, benchmark your business against the competition, and measure the impact of advertising campaigns in driving foot traffic to stores.
BEST FEATURES: By leveraging their location panel, billions of directly measured locations, and patent-pending statistical models, Placed is able to describe consumer behavior and measure trends in consumer purchases.
PRICING: Contact vendor for details.

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Mobile marketing: More Alfred than Batman
November 29, 2016 Uncategorized , , , ,

So much mobile marketing is like Batman. In your face, logos everywhere, it’s-all-about-Wayne-Industries Batman marketing. On the tiny screen you have in hand, even in your bed, mobile marketers are so often barking just like they do from a television in a crowded bar.

We’re over it.

A piece in Business2Community this month discusses the move from Marketing to Service Provision on Mobile, where the marketer is more a digital assistant.

More Alfred than Batman.

How?

Alfred Pennyworth has the title of butler, but is really more the symbol of parental wisdom for the parentless Bruce Wayne. He’ll quietly offer advice and let Bruce Wayne make his own choice. There’s no garish, Joker-like dictates on how to act. No Penguin-like insults. Alfred is both friend and adviser offering up what is needed at the right time.

For the tiny screen most of us carry around on our persons, an intimate approach like Alfred’s is appropriate. 

Take this push notification for example: “Hi Kate, check in for tomorrow’s flight to Dublin is open. You usually reserve an exit row seat – just two remaining”. Dissecting it shows us our new interaction model – a triggered mobile message (the day before the flight) that is personalized (with name and location), that is predictive (based on previous behaviour), and that is helpful (as a reminder/alert), all pulled together from multiple data sources to create an individual conversation with a user.

Get help from a trusted hand

There are tools to help automate this process, once you have the strategy in place. While we cannot promise a fresh set of clothes when you emerge from the Batcave, we can help you find what you need:

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Marketing Intelligence Added to Analytics Platform (By Avention)
January 28, 2016 MarTech Product News, New Features , , , ,

Product
Marketing Intelligence Added to Analytics Platform (By Avention)

Category
Analytics: Business Intelligence

Function
Metrics & Insight

Great For
Organizations looking to gain more value from customer data.

Suitable for use by
B2B, B2C

Overview
Avention announces the release of OneSource DataVision, a solution that increases the value of existing customer and prospect data and information by centralizing, analyzing and visualizing multiple data sources.

Three things to know:
  • Enable marketers to perform better business analysis and efficient and accurate customer segmentation for targeted campaigns
  • Makes updated and actionable customer and prospect information easily accessible in CRM and marketing automation systems
  • Available now

More information
https://www.avention.com/avention-expands-onesource-solutions-portfolio-with-datavision-to-address-marketing-intelligence-needs

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SimilarWeb Acquires Quettra (By SimilarWeb)
December 18, 2015 Acquisitions, MarTech Product News , , ,

Product
SimilarWeb Acquires Quettra (By SimilarWeb)

Category
Analytics

Function
Metrics & Insight

Great For
Mobile app developers

Suitable for use by
B2B, B2C

Overview
SimilarWeb acquires Quettra, a provider of mobile app intelligence that delivers direct measurements for app developers to better understand users.

Things to know:
  • The technology helps developers build customer personas, inferring demographics coverings language, age, gender, personal interests, and favorite brands
  • Will focus on some of the biggest challenges facing app develop including mobile app user churn

More information
http://www.similarweb.com/blog/quettra-joins-similarweb-to-expand-mobile-app-intelligence

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Neustar Acquires MarketShare (By Neustar)
November 13, 2015 Acquisitions , , ,

Product
Neustar Acquires MarketShare (By Neustar)

Category
Analytics

Function
Metrics & Insights

Great For
Brands seeking marketing analytics solutions

Suitable for use by
B2B, B2C

Overview
Neustar, a provider of cloud-based information services and data analytics, plans to acquire MarketShare, a marketing analytics technology company.

Things to know:
  • The acquisition will enable Neustar to provide a solution targeting CMOs as they plan, optimize, and allocate their budgets and resources
  • Will combine Neustar’s audience targeting and segmentation and real-time media measurement capabilities with MarketShare’s predictive analytics technology

More information
https://www.neustar.biz/blog/neustar-to-acquire-marketshare
https://www.neustar.biz/about-us/news-room/press-releases/2015/neustar-to-acquire-marketing-analytics-tech-provider

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Zendesk Acquires “We are Cloud SAS,” Provider of BIME Analytics
October 23, 2015 Acquisitions , , ,

Product
Zendesk Acquires “We are Cloud SAS,” Provider of BIME Analytics

Category
Analytics

Function
Metrics & Insights

Great For
Zendesk users looking for increased analytic capabilities

Suitable for use by
B2B, B2C

Overview
Zendesk expands its solutions in customer service and engagement with the acquisition of We are Cloud SAS.

Three things to know:
  • We are Cloud SAS’s solution, BIME Analytics, will become the core technology powering Zendesk’s customer data platform
  • BIME Analytics’ architecture enables organizations to build queries across multiple live data sources and then analyze the results
  • Along with the integration into Zendesk’s solution, BIME Analytics will continue to be available as a separate solution

More information
https://www.zendesk.com/company/press/zendesk-acquires-company-behind-bime-analytics/

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Redpoint Global Integration for Omni-Channel Data Access (by Splice Machine)
October 1, 2015 New Features , , , , , ,

Product
Redpoint Global Integration for Omni-Channel Data Access (by Splice Machine)

Category
Analytics, Other

Function
Customer acquisition, insights, engagement

Great For
Using Big Data to power the hyper-personalized, real-time interactions needed to engage today’s omni-channel customer

Suitable For
B2C, Agency, B2B

Overview
Through its partnership with RedPoint, Splice Machine enables brands to harvest data to dynamically create 360-degree views of their customers, and communicate relevant offers and messages to customers across all touch points in real time.

Three things to know:
  • Lets brands leverage the scalability and cost-efficiencies of Hadoop for true one-to-one marketing in real time
  • Splice Machine’s Hadoop RDBMS has been integrated and certified on RedPoint’s Convergent Marketing Platform™ to create a new breed of solution
  • The integration helps brands future-proof their marketing technology investment by enabling access to all relevant data (social, mobile, click streams, website behaviors, etc.) even as channels grow and preferences change, and complements existing Hadoop deployments, such as on the Cloudera, MapR and Hortonworks distributions

Press Release
http://www.splicemachine.com/splice-machine-partners-with-redpoint-global-to-deliver-big-data-digital-marketing-platform/

More information
http://www.splicemachine.com/

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