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Global CMO Club Study Reveals That Marketers Are Re-Examining Measurement Methods In Quest For Growth

Sales & Marketing

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August 22, 2019

Global CMO Club Study Reveals That Marketers Are Re-Examining Measurement Methods In Quest For Growth

The CMO Club and Catalina Marketing Issue Call for Holistic Approach to Multi-Touch Attribution

The CMO Club, in thought leadership with Catalina Marketing, has fielded research among senior marketing executives across the country to create a CMO Club Solution Guide addressing “The REAL Drivers of Brand Growth in a Digital World.” The guide offers insights into the importance of marketers establishing a unified approach to measuring the efficiency and effectiveness of their multi-touch digital and traditional media efforts.

There is a business imperative to do so. According to the CMO Club study, 72 percent of those surveyed cited a business growth rate of less than 10 percent last year despite a robust economy and the mountains of consumer data at their fingertips.

According to Pete Krainik, CEO & Founder, at The CMO Club, “The biggest opportunity marketers can leverage when it comes to driving growth is effective data measurement. By getting a better handle on the results their online and offline marketing efforts achieve, they should be able to adjust their targeting and messaging accordingly to achieve stronger results. This CMO Club study shows how CMOs are making strides in developing new, more effective methods in achieving higher growth in multi-touch attribution.”

Among the study’s findings:

76% of the companies surveyed believe their digital efforts best drive growth, yet the majority (59%) say they would use a mix of digital and traditional media if budget was not an issue.
45% admit to not having a unified approach to measuring their offline and online marketing activity.
Those that do have a unified measurement approach are more than twice as likely to report growth greater than 10%.
78 percent of respondents plan to make changes to their marketing mix within the next 12-18 months. Most expressed the pressing need to get a better handle on what’s working and what’s not.
In assessing the current measurement landscape, the majority of senior marketers expressed skepticism that the widely used Marketing Mix Attribution model is still relevant, even while still being heavily reliant on it. Hence, the second half of the Survey is devoted to “Finding the Best Attribution Model.”

“It’s important to close the attribution gaps between online and offline data, and to measure across all types of digital media,” said Marta Cyhan, CMO at Catalina. “Multi-touch attribution that’s tied to a shopper ID’s purchase history allows brands to build customer profiles that deliver hyper-targeted media – and even to measure the effectiveness of marketing campaigns inflight to optimize sales performance in a much more meaningful way. Net, it’s great to have all this data, but it needs to be used to its full advantage.”

Altify Named a 2019 Hot Vendor in Customer Revenue Optimization (CRO) by Aragon Research

Sales & Marketing

STS News Desk

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August 22, 2019

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Altify Named a 2019 Hot Vendor in Customer Revenue Optimization (CRO) by Aragon Research

Vendors selected for the “Hot Vendor” report are noteworthy, visionary, and innovative

Altify a pioneer and leader in Customer Revenue Optimization (CRO), has been named a “Hot Vendor in Customer Revenue Optimization for 2019” by Aragon Research.

Customer Revenue Optimization (CRO) is a new category that automates the selling process into a set of definable actions that sales reps and sales managers need to take to win deals, grow accounts, and maximize revenue for new business as well as upsell, cross sell, and manage renewals in an account. CRO is a new guided selling approach designed to help sales people and the extended revenue team take a strategic approach on targeted account planning, so they no longer miss a critical part of a deal.

“The best enterprise sales and revenue teams win because they focus on customer outcomes and treat sales as a science. This requires a combination of strategy, methodology and technology to deliver sustained and measurable results,” said Anthony Reynolds, CEO of Altify. “We believe that being identified by Aragon Research as a hot vendor for Customer Revenue Optimization confirms that Altify’s focus on guiding the revenue team by automating process and methodology can deliver competitive advantage increasing win rates and deal sizes, improving forecast accuracy, and achieving a higher level of sales consistency.”

According to the 2019 Hot Vendor report, consistent sales is vital to revenue attainment and the overall growth of an enterprise, and the research firm “estimates that by 2022, 40 percent of large enterprises will deploy a CRO platform to enable guided selling, automate sales methodology, and improve customer engagement.”

“The challenge with sales methodology is that for a long time it has been a manual process that was not software-enabled,” said Jim Lundy, CEO and Lead Analyst at Aragon Research. “What makes Altify hot is its ability to integrate and automate nearly any sales methodology that an enterprise is leveraging.”

This third-party recognition for Altify comes on the heels of recent accolades including MarTech Breakthrough “Innovation Award for CRM Software” and a recent Aragon Research report naming Altify a pioneer of CRO.

ActiveCampaign Announces Integration on Salesforce AppExchange

Sales & Marketing

STS News Desk

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August 22, 2019

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ActiveCampaign Announces Integration on Salesforce AppExchange

ActiveCampaign and Salesforce customers can now better align sales and marketing teams while automating unique customer experiences

ActiveCampaign, the Customer Experience Automation company, announced it has launched an integration on Salesforce AppExchange, empowering businesses to connect with their customers, partners and employees in new ways. By connecting ActiveCampaign and Salesforce, businesses can align and automate marketing and sales teams while improving customer experiences at scale.

When businesses connect Salesforce and ActiveCampaign, they can leverage the information they know about their customers and prospects to qualify leads, create and send personalized, automated communications, all while streamlining internal processes. This enables an enhanced internal team who can create unique customer experiences that can lead to more sales and increase the lifetime value.

“All too often, we’ve seen small businesses left behind as technology providers move up market to grow,” said Jason VandeBoom, Founder and CEO of ActiveCampaign. “We’re focused on helping small businesses create personalized experiences for every customer and prospect. By working with Salesforce Essentials and releasing an integration on AppExchange for Salesforce customers, we’re democratizing access to innovative tools for businesses to create more personal experiences that go beyond the traditional norms of marketing automation, to increase sales and customer loyalty.”

The integration on AppExchange joins the more than 250 applications businesses can connect to ActiveCampaign, giving small businesses the flexibility to select the tools they want to run and grow their business. To learn more or to get started in integrating ActiveCampaign with Salesforce.

Parabole.ai launches AI-Powered Cognitive Analytics for the Enterprise on Microsoft Azure

Artificial Intelligence (AI)

STS News Desk

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August 22, 2019

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Parabole.ai launches AI-Powered Cognitive Analytics for the Enterprise on Microsoft Azure

Bringing unstructured data to the mainstream of data analytics

Parabole.ai announces that it has moved its Cognitive Analytics Platform onto Microsoft Azure Marketplace to provide clients with knowledge mining capabilities far beyond those available in the market. Enterprise clients use Parabole’s platform to build knowledge mining and search solutions for their customers and employees based on latent information. By moving to Microsoft Azure, Parabole will provide customers with the scalability and robust features of Azure, including the security, built-in indexing, and storage capabilities that are a prerequisite to delivering a truly enterprise-grade cognitive analytics service. Microsoft Azure’s multitude of features will enhance Parabole’s lightweight training and classification models to train algorithms and tag documents based on user-defined custom categories.

“Integrating with Microsoft Azure is a significant step for Parabole as we deploy our Cognitive Analytics Platform to large enterprises. Existing enterprise search tools often neglect the massive volume of unstructured information present in myriads of repositories and in widely varying formats – emails, presentations, spreadsheets, documents and images. Traditional enterprise search also fails to extract targeted information for contextual queries. With the power of Microsoft Azure fueling our platform, our offerings will save customer’s time and greatly increase efficiency with domain-specific relevant output for complex queries,” said Sandip Bhaumik, CTO/Founder of Parabole.ai.

“We are pleased that Parabole has launched its platform on Microsoft Azure. Azure’s scalability and features will revolutionize Parabole’s client experience, resulting in more comprehensive and precise offerings,” said Lee Bressler, Director and US Capital Markets Lead at Microsoft.

Parabole’s Cognitive Analytics Platform is currently used by global banking and financial services companies. The platform enables users to search relevant documents and highlight sections of these documents using natural language queries and deliver superior search results and suggestions. Parabole’s unique ability to automatically build corpora and generate training data is a significant value-add for any enterprise building AI-powered applications.

Wrapify’s Attribution Suite Transforms Mobile OOH into Laser-Focused Digital Campaigns

Native & Programmatic Advertising

STS News Desk

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August 22, 2019

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Wrapify’s Attribution Suite Transforms Mobile OOH into Laser-Focused Digital Campaigns

Fortune 500 companies use Wrapify to reach target audiences and deliver measurable, actionable analytics, proving out-of-home campaign effectiveness

Wrapify, the performance-driven ad tech platform for brands powered by OOH and the gig-economy, today shared the early success of the company’s Attribution Suite, which launched in Q1 2018. A first-of-its-kind, the multi-channel ad-technology allows brands to capture,retarget, measure and scale out-of-home (OOH) advertising in order to digitally measure and attribute campaign efficacy and success.

According to eMarketer, OOH advertising is expected to grow faster than most other traditional ad mediums in 2019. As OOH continues to experience rapid growth, Wrapify works with brands to hyper-target locations and demographics via wrapped rideshare vehicles and provide OOH measurement by powerfully retargeting ads to continue reaching a captured audience on digital mediums.

Attribution Suite user, Alaska Airlines, integrated the platform into its media mix, capitalizing on the intersection of OOH and digital to promote specific flight routes and cities. As a result, the company saw significant campaign results including a 20 percent increase in online conversion rates, more than 41 million total OOH impressions and a lift in reach and frequency of the overall OOH and digital advertising in-market.

Natalie Bowman, Alaska Airlines managing director of marketing and advertising had this to say: “Wrapify was a great way for us to get unique OOH coverage while also providing the benefits of digital attribution.”

Wrapify is bridging the gap between this traditional medium and digital by creating a more transparent and seamless way for brands to measure exact impressions, online or in-app actions and foot traffic in a way that has never been possible before.

“In the past, it’s been impossible for marketers to measure and attribute their ROI for OOH advertising efforts. We created the Wrapify Attribution Suite to fill this void,” said James Heller, CEO of Wrapify. “There’s no other product on the market that provides advertisers with the tools to not only advertise on a moving out-of-home placement, but to measure its impact.”

Revegy Named ‘Hot Vendor’ in Customer Revenue Optimization by Aragon Research

Sales & Marketing

STS News Desk

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August 22, 2019

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Revegy Named ‘Hot Vendor’ in Customer Revenue Optimization by Aragon Research

Revegy, a leading provider of customer revenue optimization technology, announced that it has been named a “Hot Vendor” in Customer Revenue Optimization by Aragon Research, Inc. Aragon Research’s Hot Vendors Report identifies vendors with interesting, cutting-edge products, services or technologies in the customer revenue optimization market.

Revegy provides a premier platform for Key Account Management and focuses on helping companies optimize revenue growth plans for their most valuable customers. Revegy’s platform provides visualization into key accounts and the relationships, customer needs, solutions and opportunities that drive business value.

“More than ever, sales organizations are looking for increased visibility into the relationship and priorities of their key accounts to better understand client needs and strategic goals,” said Mark Kopcha, CEO for Revegy. “Our platforms provide this insight for Account and Opportunity Planning, improving sales team and management visibility into accounts. We believe our inclusion in Aragon’s Hot Vendor report confirms our continued innovation and success in the Customer Revenue Optimization sector.”

About Revegy

Revegy, a leading sales platform for key account revenue optimization, enables companies to visualize what’s going on inside their largest accounts by mapping people, priorities and progress. Closing the gap between CRM and sales methodology programs, Revegy provides powerful visual solutions for account, opportunity and portfolio planning. Founded in 2005, Revegy helps sales teams navigate the maze of changing relationships, competing interests and corporate politics that accompany large accounts. The only agnostic platform of its kind, Revegy is designed to work with any CRM and any sales methodology. More than 30,000 users around the world rely on Revegy to manage nearly $25 billion in revenue. For more information, and to see the way to win, visit revegy.com or follow the company via Twitter and LinkedIn.

Samba TV Acquires Axwave, Becoming the Only Provider of Real-Time TV Spot Analytics with Global Scale

Sales & Marketing

STS News Desk

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August 22, 2019

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Samba TV Acquires Axwave, Becoming the Only Provider of Real-Time TV Spot Analytics with Global Scale

TV Data and Analytics Leader Bolsters Real-time Commercial Measurement Capabilities

Samba TV, the leading provider of global TV data and audience analytics, announced that it has acquired Axwave through a combination of cash and stock. Exact terms of the deal are not being disclosed. Samba TV announced in connection with its $30m Series B financing from Liberty Global, Disney and Warner Media and others that it would use a portion of its proceeds for international growth and strategic acquisitions.

Combined with Samba’s AI-driven commercial break detection from 20m households worldwide, Axwave’s workflow for automatic detection and tagging of TV spots and its use of computer vision for logos and brands in linear video builds a foundation for the most accurate, real-time global TV spot schedule.

This combination is highly disruptive to the legacy TV spot schedule process that relied on human-tagged metadata which is delayed, manually-created, and prone to error.

traction and tagging of TV spot occurrences worldwide across national, local, over the air, cable, and OTT providers. The addition of Axwave’s commercial scheduling, metadata, currency grade cross-media panel management and analysis will allow advertisers to access detailed insights on TV commercials for their brands and also competitors at global scale.

“Technology developed by the Axwave team defined the market for commercial monitoring in the US and Europe implemented by companies like the BBC, Comscore, Ipsos and the National Basketball Association (NBA). Their pioneering attitude, blue-chip customers and intellectual property made them a seamless fit into Samba,” said Ashwin Navin, co-founder & CEO of Samba TV. “With this acquisition, we’re not only adding a team of exceptional technologists, we’re also solving a major industry challenge by providing the world’s most robust and accurate TV ad schedule for global brands.”

This acquisition bolsters Samba’s market-leading understanding of global TV advertising and enhances the company’s capabilities for the cross-platform measurement of reach, frequency and conversions to real-world business outcomes, including tune-in. Axwave’s TV spot detection will also be incorporated into Samba’s ground-breaking Causal TV Attribution solution, which provides precise measurement of which TV strategies are driving incremental lift in advertising effectiveness.

“As audiences become more fragmented, it’s more important than ever that advertisers understand how TV ads contribute to advertising ROI,” said Axwave’s founder Damian Ariel Scavo. “The Axwave patented solution combined with Samba’s capabilities allow advertisers to go beyond legacy ratings and precisely measure the effectiveness of their TV advertising.”

“Our team integrated with Samba almost immediately due to our shared vision and desire to solve similar problems with ground-breaking technology and the very best technical talent we can find,” said Maciej Donajski, Axwave’s VP of Engineering. “When I joined Samba, I was profoundly inspired by the quality of engineering and drive to innovate within an industry that’s become too complacent with legacy tools and providers.”

Urban Outfitters Selects Qualtrics to Advance Customer Experience Leadership in Retail

Sales & Marketing

STS News Desk

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August 22, 2019

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Urban Outfitters Selects Qualtrics to Advance Customer Experience Leadership in Retail

Urban Outfitters will combine customer data and feedback on the Qualtrics Experience Management (XM) Platform to improve customer experience across the company’s portfolio of brands

Qualtrics, the leader in experience management, announced that Urban Outfitters has selected Qualtrics CustomerXM to optimize the retailer’s global customer experience program across its physical stores and digital channels. Urban Outfitters will centralize customer data collected from its existing operational systems and customer feedback, including consumer insights, on the Qualtrics XM Platform. By combining operational data (O-data) and experience data (X-data) in one place, Urban Outfitters will be able to quickly take action on insights to improve the customer experience and create positive business outcomes.

Urban Outfitters will use Qualtrics CustomerXM to enable leaders and managers to understand customer sentiments and perceptions at every meaningful moment along the customer journey. Urban Outfitters will be able to collect feedback beyond surveys, run text and sentiment analysis on their X-data, and take action on customer insights to close feedback loops.

“As a leading retailer, we are constantly evaluating new ways to provide the most seamless experience for our customers,” said Tracey Strober, Global Director of Retail Solutions and Customer Experience, Urban Outfitters. “We partnered with Qualtrics–the leader in experience management–to take our customer experience program to the next level by equipping our company leaders and store managers with insights they can act on.”

The Qualtrics XM Platform is a system of action organizations use to manage the four core experiences of business: customer, employee, product, and brand. Organizations from more than 100 countries use Qualtrics to close the gap between what customers expect and the experience they receive. In the last six months alone, brands have used Qualtrics to launch more than 500 new customer experience programs globally, making Qualtrics the fastest growing provider in the industry.

“Experience management is how companies compete – and win – in the experience economy,” said Ryan Smith, co-founder and CEO, Qualtrics. “By combining X-data and O-data, Urban Outfitters will be able to take action on insights that will turn their customers into raving fans and continue building a powerful and lasting brand.”

Selligent Marketing Cloud Reports 60 Percent Year-Over-Year Growth in Global SaaS Bookings

Sales & Marketing

STS News Desk

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August 22, 2019

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Selligent Marketing Cloud Reports 60 Percent Year-Over-Year Growth in Global SaaS Bookings

Company Continues Consistent Global Acceleration with Broader Client Base and Partner Ecosystem

Global B2C marketing automation company, Selligent Marketing Cloud, reported 60 percent year-over-year (YOY) growth in its global software-as-a-service (SaaS) bookings. Acceleration in North America has been particularly strong, with YOY bookings growth at 159 percent. The company’s strong new logo performance in the first half of the year adds world-class brands such as PUMA, TI Media (formerly Time, Inc. UK), and Lindblad Expeditions to its global client portfolio. With ongoing product innovations, an expanded partner ecosystem that includes industry leaders like Genesys, and a strong go-to-market team, Selligent is poised for continued growth.

“We’ve had an incredible first half of 2019 with key investments in both our product and people. Last year’s focus was on the relaunch of our brand and platform; this year is all about enabling our clients to truly innovate on how they relate with consumers,” said John Hernandez, CEO of Selligent Marketing Cloud. “Our consistent growth would not have been possible without our talented team and partners who understand the critical challenges that brands face today. This know-how, together with our intelligent marketing platform, enable businesses to deliver the seamless, personalized experiences that today’s connected consumers demand.”

Selligent has remained true to its trusted partner heritage with partners influencing close to 50 percent of bookings. To address the growing market need to deliver a fully connected customer experience (CX) across marketing, sales and service, Selligent expanded its technology and CX partner ecosystem this year to add Acqueon, Servion and TTEC, in addition to Genesys.

In the last six months, Selligent has also introduced product enhancements that include Custom Channels, Advanced Journey Components, deeper CRM integrations and a more robust AI engine – all designed to empower marketers to deliver flexible omnichannel campaign orchestration. These innovations were a catalyst to Selligent receiving the MarTech Breakthrough Award for the second year in a row, a program that recognizes standout marketing technology around the world. The company was also named a finalist for the ClickZ Marketing Technology Awards 2019 for Best Personalization Campaign with Opel NL.

Selligent’s success and heritage in Europe has provided deep experience in supporting data privacy and compliance. The company continues to beef up its already strong data security certifications, successfully completing its SOC 2 Type 2 Audit in the U.S. and attaining an HDS certification provided by the health ministry of France. Earlier this year, Selligent launched a first-of-its kind Consumer Information Management tool, arming clients with a self-service interface to support consumer privacy regulations like the General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA).

PhotoShelter Launches FileFlow App, Empowering Photographers, Their Clients and Creative Teams to Access and Share Visual Content Instantly

Sales & Marketing

STS News Desk

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August 22, 2019

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PhotoShelter Launches FileFlow App, Empowering Photographers, Their Clients and Creative Teams to Access and Share Visual Content Instantly

New App Helps Photographers and Brands Browse, Search and Share Files Directly from Their iPhones

PhotoShelter, the leading digital asset management platform for visual storytellers, announced the launch of FileFlow, an app for users across its cloud-based platforms including PhotoShelter for photographers and Libris for brands. The app grants PhotoShelter and Libris stakeholders the ability to search, download and share photos instantly from their iPhones. FileFlow provides users with permission-based access to all content that has been shared with them, from both PhotoShelter photographers and Libris organizations, facilitating even more efficient photo sharing. The app can be downloaded in the App Store directly here.

With the release of FileFlow, users can now browse and search visual content, download high-resolution files in batch (with the ability to choose a smaller file size for mobile) and quickly share files via social media, messaging, Slack and email.

“At PhotoShelter, we seek to empower photographers and brands with the tools they need to enhance their workflows and deliver amazing visual content to its most successful destination,” said Andrew Fingerman, CEO of PhotoShelter. “Providing instantaneous access to content via a seamless mobile experience will make it even easier and faster for Libris and PhotoShelter clients to take action on photos and videos.”

For PhotoShelter photographers, FileFlow is the best way to get images onto a client’s mobile device. The app can be used by both photographers and their clients to quickly access PhotoShelter archives and invited content, download high-resolution files and post instantly to social media.

Creative teams can also now access Libris libraries from their iPhones and share files, including photos, videos, PDFs and more, via text, social media, Slack and email. FileFlow is the last step in a real-time workflow, helping brands share compelling content instantly with followers.

PhotoShelter recently received funding from Level Structured Capital, an affiliated fund of Level Equity, a New York private investment firm focused on providing capital to software companies. This funding provides PhotoShelter with access to a total of $8 million, which will help drive product innovation in 2019 across its cloud-based visual media platforms. In addition to FileFlow, currently in the works are advanced content collaboration tools, deeper mobile functionality and new API capabilities to support seamless integrations with leading marketing technologies.

Global CMO Club Study Reveals That Marketers Are Re-Examining Measurement Methods In Quest For Growth

Altify Named a 2019 Hot Vendor in Customer Revenue Optimization (CRO) by Aragon Research

ActiveCampaign Announces Integration on Salesforce AppExchange

Parabole.ai launches AI-Powered Cognitive Analytics for the Enterprise on Microsoft Azure

Wrapify’s Attribution Suite Transforms Mobile OOH into Laser-Focused Digital Campaigns

Revegy Named ‘Hot Vendor’ in Customer Revenue Optimization by Aragon Research

Samba TV Acquires Axwave, Becoming the Only Provider of Real-Time TV Spot Analytics with Global Scale

Urban Outfitters Selects Qualtrics to Advance Customer Experience Leadership in Retail

Popular Posts

Global CMO Club Study Reveals That Marketers Are Re-Examining Measurement Methods In Quest For Growth

Altify Named a 2019 Hot Vendor in Customer Revenue Optimization (CRO) by Aragon Research

ActiveCampaign Announces Integration on Salesforce AppExchange

Parabole.ai launches AI-Powered Cognitive Analytics for the Enterprise on Microsoft Azure

Wrapify’s Attribution Suite Transforms Mobile OOH into Laser-Focused Digital Campaigns

Revegy Named ‘Hot Vendor’ in Customer Revenue Optimization by Aragon Research

Samba TV Acquires Axwave, Becoming the Only Provider of Real-Time TV Spot Analytics with Global Scale

Urban Outfitters Selects Qualtrics to Advance Customer Experience Leadership in Retail

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