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U.S. digital ad revenue stalls after a record haul of $125 billion in 2019: IAB Report | Ad Age

U.S. digital ad revenue stalls after a record haul of $125 billion in 2019: IAB Report | Ad Age | The MarTech Alert | Scoop.it
U.S. digital ad revenue grew to a record-breaking $125 billion in 2019, up 16 percent over the previous year, according to the Interactive Advertising Bureau’s twice-yearly report prepared by PwC.

Many fear that in 2020 the impact from a “perfect storm” of circumstances—the coronavirus pandemic, economic recession, the demise of third-party cookies and increased consumer privacy regulation—may lead to the first decline seen in U.S. digital ad revenue for more than a decade.

The IAB coupled its annual report with revenue figures for the first quarter of 2020, which showed 12 percent growth year on year, or about $31 billion. March, however, was “sharply impacted” by the coronavirus, the IAB says.

“The first quarter of 2020 revenues mark the slowest year-over-year quarter growth since 2010, when revenues increased 8.6 percent from the prior year,” according to the report. “Many companies are expecting a continuing negative impact to the second quarter and significant uncertainty as to the severity and duration to the quarters beyond.”
CYDigital/marteq.ios insight:

Inevitable and accelerated by the factors mentioned.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing

10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing | The MarTech Alert | Scoop.it
  • More Investment.
  • Efficiency and Effectiveness.
  • Sales and Marketing Alignment.
  • Personalization.
  • Advertising.
  • Multichannel Marketing (Sometimes Called “Single Customer View (SCV)”).
  • AI-Driven Workflows and Buyers’ Journeys.
  • Conversational Marketing.
  • Automated Attribution.
  • Marketing Automation is No Longer Distinct From Any Other Marketing Strategy.
CYDigital/marteq.ios insight:

Completely agree with Personalization, but data management is MIA, especially in light of legislation. Click through to review the associated charts and tables.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Jack Dorsey Details Twitter’s Blockchain Strategy at Oslo Freedom Forum | Nasdaq

When Twitter and Square CEO Jack Dorsey spoke at the virtual Oslo Freedom Forum 2020 on Friday, he said blockchain technology is the future of Twitter. 

"Blockchain and bitcoin point to a future, point to a world, where content exists forever," Dorsey said. "We're not in the content hosting business anymore, we're in the discovery business.

In short, Dorsey expects the nonprofit Blue Sky to create an open Twitter protocol, which users can contribute to and access data from instead of a centralized service where the social media platform hosts content on its website.
CYDigital/marteq.ios insight:

A declaration that should pave the way for many others to follow. Blockchain offers so much to the marketer.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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CPRA Pushes "Privacy by Design" Shift for Software Developers - Dev Pro Journal

CPRA Pushes "Privacy by Design" Shift for Software Developers - Dev Pro Journal | The MarTech Alert | Scoop.it
The California Privacy Rights Act (CPRA) is on the ballot this November, and if it passes will expand the privacy rights within the existing California Consumer Privacy Act (CCPA).  The new law builds on the principles of data minimization, greater consumer control of personal data, and increased transparency on data retention and potential uses. It could have unforeseen implications for many companies who think their data is secure, and new opportunities for software developers and ISVs moving to “privacy by design” software development.

Compliance with the CPRA guidelines will require operational and system upgrades in data capture, storage, governance and security for all three domains. The main technologies needs are around:
Data mapping and cataloging. Personal data must be tracked across an organization’s entire IT landscape. 
Data minimization. A major component of the CPRA and similar privacy laws is the belief that organizations should only collect the bare minimum of data required to complete an interaction or transaction.
Data anonymity. In any instance when data is not critical to the function of the application, it should be anonymized in order to reduce the risk of data breaches.
Data access requests. Gartner estimates that every data access request costs about $1,400 when processed manually. Organizations will look for solutions that manage data access and sharing securely and efficiently.
CYDigital/marteq.ios insight:

The forthcoming CPRA will turn data collection completely upside down, especially for marketers. The sooner you give data ownership to the consumer, the better your relationship with the consumer and your ability to adjust to the CPRA.

 

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Google and Reddit Offer New Tools for Advertisers - Chief Marketer

Google and Reddit Offer New Tools for Advertisers - Chief Marketer | The MarTech Alert | Scoop.it
Similar to other platforms, including Facebook and TikTok, Google has created new advertising and ecommerce tools targeted at small- and medium-sized businesses. One feature to be added soon is in-store sales measurement and smart bidding, which uses machine learning to optimize bids based on specific KPIs. Advertisers will be able to upload first-party sales data to assist in targeting people who would be most likely to make purchases.

The platform is also adding functionality that will show online shoppers where and when they can get items that are out of stock. And businesses will be able to add specific information in Google search and on their profile pages, including whether takeout, curbside pickup, in-store shopping and no-contact delivery is offered.
CYDigital/marteq.ios insight:

Why use Google to reach your own consumers when you can do this yourself...while respecting your consumers' privacy?

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Latest research shows consumer privacy concerns around data misuse rising - CMO Australia

Latest research shows consumer privacy concerns around data misuse rising - CMO Australia | The MarTech Alert | Scoop.it
More than eight in 10 Australians consider organisations asking for personal information that doesn’t seem relevant to an interaction to be a misuse of their data, a new report has found. Seven in 10 respondents nominated privacy as a major concern for them, while 87 per cent wanted more control and choice over the collection and use of their personal information.

Specifically, 81 per cent of Australians said they considered an organisation asking them for personal information that doesn’t seem relevant to the purpose of the transaction and recording the types of websites they visit without their knowledge to be a misuse of their data. 

Most Australians also believe they should have the right to ask a business to delete their personal information (84 per cent) and nearly eight in 10 want the right to seek compensation in the courts for a breach of privacy (78 per cent).
CYDigital/marteq.ios insight:

I'm telling you: data privacy is a real issue for marketers, and the sooner they release ownership of data back to consumers, the better (MUCH better) operating environment.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review

Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review | The MarTech Alert | Scoop.it
In the same way that leaders may harbor an implicit bias about characteristics of groups of people, they may also harbor implicit biases about new technology — including new technology they might be considering investing in to improve productivity or competitiveness.

You may think that you make decisions about technology tools with an open mind and a clear process for evaluating options. But our review of hundreds of published studies on new technology adoption reveals that personal beliefs about new technology — that it’s wondrous, complex, and alien — prompt specific, unconscious biases about how and why it’s better than older options.

Implicit bias toward the dazzle of new tools can cause leaders to take unnecessary risks and ignore the advice of human experts in decision-making. Further, implicit bias toward new technology may lead to sizable investments in products and services that are unproven or even unsafe.
CYDigital/marteq.ios insight:

Fascinating thesis. Marketers today are especially vulnerable, as the discipline is incredibly tech-oriented, but the ROI is sometimes sketchy.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Salesforce Reimagines Sales With Enhanced Virtual Selling Suite - AIthority

Salesforce Reimagines Sales With Enhanced Virtual Selling Suite - AIthority | The MarTech Alert | Scoop.it
Salesforce is announcing the following new capabilities to supercharge virtual selling with a 360-degree view of the customer:

Salesforce Meetings: A new meeting management system that helps reps be better before, during and after sales calls. Before meetings, sales reps have a 360 view of all meeting attendees on a single screen — including customer history, open service cases and attendee bios. 
Einstein Video Call Coaching: Einstein Call Coaching can now analyze video conversations to capture AI-powered insights on customer needs and rep performance. 
Salesforce Maps Field Safety Kit: With the Maps Field Safety Kit, sales organizations can now understand how customers are affected by visualizing COVID-19 trend data inside the CRM to determine which areas are safest for travel. 
Enhanced High Velocity Sales: High Velocity Sales, originally built for prospecting, will now provide automated actions across the sales cycle on opportunities and accounts. 
CYDigital/marteq.ios insight:

FYI.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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New Research Shows That Confusing Marketing Can Lead to Consumers Making More Informed Decisions - Meredith

New Research Shows That Confusing Marketing Can Lead to Consumers Making More Informed Decisions - Meredith | The MarTech Alert | Scoop.it
A buzzy product with flashy social media posts and clear descriptions may seem like the best way to market your product and get consumers to invest it in. However, a new study has found that advertisements with confusing language and a more chaotic layout can actually lead to consumers conducting more research on that product and ultimately making a more informed buying decision.

"Most of the time, marketing communicators try to make their message clear. What we learned, however, is that there are certain times, especially when people need to make choices, when we should actually use disfluent stimuli so that whatever people are choosing, they will like it once time has passed," explains co-author Gaurav Jain, an assistant professor of marketing in the Lally School of Management at Rensselaer Polytechnic Institute.

Researchers found that consumers believed the time they spent trying to understand an advertisement was part of a diligent, research-based decision. Ultimately, they were happier with the decision they made to choose a product because they believed they spent an adequate amount of time understanding a particular product.
CYDigital/marteq.ios insight:

No wonder those old Carvel Ice Cream commercials worked.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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'Cautiously Optimistic' — Agency Leaders Weigh Industry's Recovery Prospects - Provoke Media

'Cautiously Optimistic' — Agency Leaders Weigh Industry's Recovery Prospects - Provoke Media | The MarTech Alert | Scoop.it
Last week, PRovoke's latest global industry study revealed an improved business outlook for PR agencies and in-house communications departments. The research, carried out by PRovoke, ICCO, APACD and Stickybeak, attracted 437 respondents from across the globe — finding an overall upturn in business and budget sentiment compared to the first two waves of the survey. 

In general, the comments indicate a considerably more positive outlook than our last interrogation of agency views in April, which found an industry grappling with profound uncertainty amid the economic fallout and mental anxiety of a global pandemic. 

In particular, as reflected in the survey results, client budgets are in recovery mode — and have proven particularly resilient in such areas as crisis, corporate reputation, purpose and employee engagement.
CYDigital/marteq.ios insight:

If we get into a second wave of Covid-19, you can bank on a significant budget reduction effort driven by the CFO. It's a lock. And by the way, the data for new cases is not looking good these past 14 days.

 

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How U.S. tech policy could change if Democrats win back the Senate - VentureBeat

How U.S. tech policy could change if Democrats win back the Senate - VentureBeat | The MarTech Alert | Scoop.it
The United States still lacks personal data privacy laws that would set ground rules for the way private companies treat data collected about individual consumers. General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in California are major steps toward strengthening such privacy protections.

Malkia Devich-Cyril, founder of Media Justice, says comprehensive data privacy reform is one type of legislation with a lot of bills on the table to draw inspiration from. The two most prominent in recent memory are the Consumer Online Privacy Rights Act (COPRA) and the Consumer Data Privacy Act (CDPA). The bills, put forward by Democrats and Republicans, respectively, protect privacy rights for individuals and grant more resources for Federal Trade Commission (FTC) regulators. A major difference between the two is that COPRA enshrines the private right of action, or the ability to sue an individual company like Facebook or Google when data privacy rights are violated on their platforms.
CYDigital/marteq.ios insight:

It'll get watered-down at the federal level, so the best bet is to align policies and procedures with the forthcoming CPRA.

 

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Understanding the role of voice in martech - ClickZ

Understanding the role of voice in martech - ClickZ | The MarTech Alert | Scoop.it
  • Voice technology is being widely adopted, thanks to the global distribution of voice assistants like Google Assistant, which is installed in over 1 billion devices as of 2020.
  • Improvement in voice recognition accuracy is also helping with widespread adoption of voice technology. Google achieved a 95% accuracy rate for the English language as of March 2017. This is the same threshold for human accuracy.
  • 82% of consumers expect an immediate response on sales or marketing. Voice recognition technology, which enables the immediacy of customer service responses, is addressing this need for many businesses.
  • Voice-enabled tools are increasingly being employed within an organization’s martech stack, to facilitate internal operations. Examples include speech-to-text transcription tools, real-time conversational analysis, and automated call listening/conversational analysis platforms.
CYDigital/marteq.ios insight:

FYI.

 

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Mailchimp brings AI to the SMB market - MarTech Today

Mailchimp brings AI to the SMB market - MarTech Today | The MarTech Alert | Scoop.it
Mailchimp, the integrated marketing platform explicitly aimed at small businesses, today announced the release of Smart Platform, featuring a set of enhancements reflecting an investment in data science and AI.

New tools include Creative Assistant to automate content creation; dynamic recommendations—including personalized product recommendations—based on customer performance data, as well as global industry trends; and a new customer journey builder.
CYDigital/marteq.ios insight:

Finally, marketing automation comes to Mailchimp. But it's not AI.

 

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SAFE DATA Act Joins Crowded Field of Privacy Bills - Decipher

SAFE DATA Act Joins Crowded Field of Privacy Bills - Decipher | The MarTech Alert | Scoop.it
Four Republican senators have introduced a new privacy bill that is aimed at limiting corporate use of consumer data, but it is based on the outmoded idea of notice-and-consent and also would prevent states from passing their own privacy or data security laws.

The bill is the latest in what has become a deluge of privacy legislation in the current Congress, many of which share common traits and basic principles. Like many of the existing bills, the SAFE DATA Act introduced last week gives individuals the opportunity to see, correct, or delete data collected on them by companies and prohibits companies from refusing to provide goods or services to people who don’t agree to their privacy policies. However, the bill employs notice-and-consent as the basis for data collection, a notion that is considered ineffective for actually informing people about what data a provider is collecting and what options they have as a result. Few people take the time to read privacy policies and even if they do, the language is very difficult to decipher. 

While many of the provisions in the new bill are similar to those in existing bills, the SAFE DATA Act also includes a section that explicitly prohibits state legislatures from passing new privacy or data security laws, or from enforcing existing laws. The clause does not apply to state data-breach notification laws, however.
CYDigital/marteq.ios insight:

Won't happen, as there is a clear infringement on state's rights. But watch this space, especially if the Senate does not shift to the Dems.

 

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Consumers want more control over how you use their data - Which-50

Consumers want more control over how you use their data - Which-50 | The MarTech Alert | Scoop.it
Consumers are taking more control of their personal data, and it is beholden on businesses to give them the tools they need to do that. Blaine Carter, Chief Information Security Officer of Franklin Covey, said that privacy and consent have become product differentiators. “We’ve seen that with Franklin Covey. We’ve seen a lot of customers who do want to feel like they can trust you with their information.”

Trust, consent, and a genuine value exchange sit at the heart of the new relationship between buyer and seller, he said. “When we’re talking about value exchange, we started rolling out features where we’re very honest and upfront with how we offer value in exchange for personal information.”

In the past, he said, it would have been rare for him to meet with the Chief Marketing Officer. Marketing always seemed to be too busy to meet with Information Security. Together, Marketing and Information Security understood that they really needed to be honest and upfront with how they were gathering information, as well as what kind of choices needed to be made.
CYDigital/marteq.ios insight:

Perfect example. It's happening, right now: consumers want control, but are willing to provide their data in exchange for a clearly delineated benefit. We have the solution.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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What CCPA-affected businesses need to know about California’s next privacy initiative | ComplianceWeek

What CCPA-affected businesses need to know about California’s next privacy initiative | ComplianceWeek | The MarTech Alert | Scoop.it
Businesses with operations in California should expect their data privacy compliance obligations to get a lot more complicated next year. That’s because voters may choose to replace the California Consumer Privacy Act (CCPA)—the country’s only currently enacted data privacy law, which took effect Jan. 1—with the California Privacy Rights Act (CPRA). The Nov. 3 California state ballot asks voters to approve Proposition 24 and enact the CPRA. The law would expand the definition of sensitive personal information and add a host of new data collection, use, and storage compliance requirements for businesses, many of which are still struggling to comply with the CCPA.

In addition, Proposition 24 proposes to take regulation and enforcement of the CCPA away from the California Attorney General’s Office and place those functions in the hands of a new independent entity, the California Privacy Protection Agency (PPA).

While the CPRA would take effect Jan. 1, 2023, the new agency could begin work as soon as July 1, 2021, supported with $10 million a year in state funds. And that new agency would enforce the CCPA until the CPRA takes effect.
CYDigital/marteq.ios insight:

Consider CPRA, which will pass, to be as onerous as the GDPR. And with $10M budget, it will be enforceable via a staff of attorneys. NOTE: the new agency could start up next year, enforcing CCPA (which does not have a budget to ensure enforcement). You've been warned.

 

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Blockchain study reveals potential benefits for digital advertisers | WARC

Blockchain study reveals potential benefits for digital advertisers | WARC | The MarTech Alert | Scoop.it
The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).

“Collectively, 80% of impressions met the compliance criteria selected by each brand,” Jules Kendrick, MD UK & Europe for TAG reports. “Of the 20% that were not considered qualified, 10% of impressions had measurement or matching discrepancies, 6% were classified as high brand safety risk, 3% as non-measurable and 1% as suspicious.”
CYDigital/marteq.ios insight:

Blockchain used to measure qualified impressions! Incredibly helpful when ascertaining channel effectiveness.

 

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6 Marketing Personalization Challenges That Prevent Scaling - CMSwire

6 Marketing Personalization Challenges That Prevent Scaling - CMSwire | The MarTech Alert | Scoop.it
Personalization is a vital and expected part of today’s customer experience but it doesn’t come without challenges. That said, by using an omnichannel strategy, eliminating silos, collecting data from both first-party and third-party sources while remaining compliant with regulations, and listening to customers, brands can deliver a personalized experience that will keep customers coming back for more.

CYDigital/marteq.ios insight:

Most importantly: collecting data from zero party efforts!

 

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This decade's most important marketing question: What data rights do advertisers possess? - Search Engine Land

This decade's most important marketing question: What data rights do advertisers possess? - Search Engine Land | The MarTech Alert | Scoop.it
With Google’s latest decision to strip Search Terms data insights from advertisers (some agencies have reported around 25%-30% or more of data loss), the frustrated outcry has caused some to begin throwing around lawsuit language. 

Specifically, there seem to be three main reactions to this change: 

Those who believe that advertisers own the data outright, or at least the data is part of what they are paying for, and thus have every right to all data. These are the most likely to be outraged, as they believe their rights have been stripped away with decisions such as this.
Those who believe Google (or the platform) owns the data, and that advertisers are simply playing within the elected program. These are the most likely to ignore the recent hubbub (or even this article!) and simply believe that advertisers should roll with the changes.
Those somewhere in the middle. They may not have a hard and fast opinion on who does or does not own the data, but they also believe that advertisers do have certain rights and the platform cannot simply do what it wants without potential legal ramifications or oversight.
CYDigital/marteq.ios insight:

No, no and oh by the way, no. The right answer: the consumer owns the data, and that's advantageous to the marketer.

 

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Optimizely and Microsoft Collaborate to Bring Enterprise-Grade Experimentation and Personalization - MarTech Series

Optimizely and Microsoft Collaborate to Bring Enterprise-Grade Experimentation and Personalization - MarTech Series | The MarTech Alert | Scoop.it
Optimizely, the global leader in progressive delivery and experimentation, announced at its annual user conference, Opticon, an integration with Microsoft Dynamics 365 to enable brands to be more agile and competitive in today’s increasingly digital business environment. The new integration enables experimentation and personalization for the first time in the Microsoft Dynamics 365 Commerce retail and content management platforms using Optimizely’s industry-leading experimentation platform.
CYDigital/marteq.ios insight:

...and the second announcement.

 

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New Optimizely and Amazon Personalize Integration - MarTech Series

New Optimizely and Amazon Personalize Integration - MarTech Series | The MarTech Alert | Scoop.it
Optimizely, the leader in progressive delivery and experimentation, announced the launch of Optimizely for Amazon Personalize, a machine learning (ML) service from Amazon Web Services (AWS) that makes it easy for companies to create personalized recommendations for their customers at every digital touchpoint. The new integration will enable customers to use experimentation to determine the most effective machine learning algorithms to drive greater customer engagement and revenue.

CYDigital/marteq.ios insight:

First announcement...

 

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Crate And Barrel: Personalizing Shopping - PYMNTS.com

Crate And Barrel: Personalizing Shopping - PYMNTS.com | The MarTech Alert | Scoop.it

Creating a robust omnichannel experience thus means retailers must stop thinking about various commerce channels as separate, Joan King, senior vice president of eCommerce for furniture and home goods retailer Crate and Barrel, said in a recent PYMNTS interview.

“Customers are definitely expecting that there is no difference in service when they shop and transact on different channels,” King explained.“So there is less and less tolerance [among customers] for having different policies in-store versus online, or different prices in-store versus online.”

Consumers are searching for more streamlined, consistent shopping experiences across the board. Retailers must therefore be sure they are hitting that mark, especially as any frustrations are likely to send potential buyers to more accommodating brands.

CYDigital/marteq.ios insight:

The headline is a bit of a misnomer, as the article focuses on merchandising and marketing consistency regardless of the channel. The article is behind a reg form.

 

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Bed Bath & Beyond takes next step into personalization - Chain Store Age

Bed Bath & Beyond takes next step into personalization - Chain Store Age | The MarTech Alert | Scoop.it
The home furnishings retailer is deploying a range of platform solutions from Google Cloud as it looks to further personalize the shopping experience for customers, enhance fulfillment capacity, and optimize merchandise planning and demand forecasting. The company will implement Google Cloud technologies including BigQuery, Spanner, Google Compute Engine, and Google Kubernetes Engine, to establish a singular view of customer data across its portfolio of brands. Deloitte will serve as strategic transformation services partner. 

Bed Bath & Beyond will utilize Google Cloud BigQuery to grow its machine learning and analytics capabilities, in an initiative designed to enhance the ability to project future sales trends and, based on those projections, make instant, customer-centric decisions with real-time data. As a result, the company hopes to better serve the market with improved demand prediction and optimized inventory and merchandise planning. 

In addition, Bed Bath & Beyond wants to create a highly personalized, “omni-always” shopping experience with a more agile and predictive e-commerce platform. To that end, it will deploy Google Cloud AI solutions to support the entire shopping experience, from search navigation and checkout to delivery or pickup. The rollout is designed to provide enhanced fulfillment capabilities at a massive scale to optimize every aspect of the business, from demand forecasting to supply chain/logistics and the customer experience. 
CYDigital/marteq.ios insight:

Fully embracing Google solutions via Deloitte.

 

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How Web 3.0 Creates Value for Users, Not Platforms - Yahoo News

In the last few years, internet visionaries such as Tim Berners-Lee and scores of newcomers have been exploring the merits of a new internet built on some of these ideas as well as the principles of privacy and decentralization. This technological movement is now called “Web 3.0.”

Web 3.0 networks are powered by decentralized protocols. These protocols rely on and engineer the cooperation of their users to drive specific outcomes, whether that means running millions of programs (smart contracts) through the Ethereum decentralized computing platform or powering a truly decentralized data storage marketplace such as Filecoin.

Instead of relying on trusted intermediaries to coordinate users, Web 3.0 systems use mechanisms such as cryptographic proofs and economic incentives to guarantee users that the system is working as expected. As a result, Web 3.0 networks are trustworthy, yet decentralized. And because these projects succeed only if their users cooperate, their creators have strong incentives to align with their users’ best interests. 
CYDigital/marteq.ios insight:

Best description of Web 3.0 that I've seen. Lock this one in.

 

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How to Get Started With Account-Based Marketing in 8 Steps | CustomerThink

How to Get Started With Account-Based Marketing in 8 Steps | CustomerThink | The MarTech Alert | Scoop.it
  • Start Small and Design for Scale
  • Coordinate with Sales and Other Key Players from the Beginning
  • Evaluate Marketing Technology You’ll Need
  • Clean Up Your Data
  • Get Your Content Ready for ABM
  • Embrace Personalization
  • Embrace Intent
    When an individual downloads an ebook, does it mean the entire buying committee of that company is ready to purchase? Maybe… or maybe not. Digital body language can mean very different things at different times, for different people, for different pieces of content or phases of the buyer’s journey. That’s where intent analysis comes in. This is the new technology many ABM marketers are investing in now. Intent comes up in many studies as being a powerful way to know which accounts are worth flagging or worth the immediate attention of Sales or a Sales Development Representative (SDR).
  • Get Your ABM Measurement Right
CYDigital/marteq.ios insight:

A well-researched article, recommended for those new to ABM. Embracing intent is tricky. Personalization is inherent.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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The Value of Data From a Consumer Perspective - Security Boulevard

The Value of Data From a Consumer Perspective - Security Boulevard | The MarTech Alert | Scoop.it
A new consensus is emerging about the value of data. It carries immense potential in supporting analytics, personalization and other imperatives. Today’s consumers, especially younger individuals, increasingly expect products and services tailored to their needs. One survey found that 70% of customers say understanding how they use products and services is very important to winning their business. In fact, data is becoming so important that in many ways it can be considered an emerging currency.

As new data privacy laws emerge and people become more aware about the use and value of their data, the responsibilities of data collectors are increasing. Fundamental to the value of data is maintaining its security and integrity. Implementing proactive security measures such as public key infrastructure (PKI) can be a crucial foundation to safeguard data. PKI uses digital certificates to encrypt data in transit; authenticate devices to users, servers and other devices; and ensure that only authorized and signed code runs on the device to prevent malware and other attacks. PKI helps identify users and their devices to provide important protection.

Looking beyond technology, transparency is another key responsibility. Consumers must remain informed and demand greater transparency into how their data is being used. Businesses and manufacturers should build security and transparent collection of data into their practices. At the same time, companies should inform their customers of the processes used to keep them safe. Together, businesses and the consumers they serve can succeed in protecting the confidentiality and integrity of data, as it becomes more valuable in our dynamic, data-driven world.
CYDigital/marteq.ios insight:
  1. Give consumers the means to own their data*
  2. Exchange digital rewards with consumers to access their data
  3. Win their business

 

Simple. 

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

 

*We have the solution.

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