In the hyper-paced world of digital marketing and analytics, marketers are often hard pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns who has time to dig through the news to find relevant industry updates?
Seeing that this is an issue for most of our clients, we often cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. Now we’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.
Here’s what our team of digital marketing and analytics experts are keeping track of this week.
- Facebook Opens Up Brand Safety Partnerships: Facebook has long been in beta with brand safety vendors DoubleVerify and OpenSlate to help brands ensure their content is being represented responsibly. Last week, Facebook opened the program to all brands. This brings Facebook up to parity with most other publishers. However, it may also create an extra bit of trust that Facebook desperately needs at this point with both advertisers and consumers alike.
- Qlik Acquires CrunchBot for Conversation Analytics UI: There always seems to be news coming out regarding chatbots and natural language processing (NLP), regardless of how enthusiastic consumers actually are about the platforms. Qlik’s new acquisition of CrunchBot continues the trend of interesting news with a questionable amount of utility for end users. The acquisition is meant to create a platform where users can make analytics queries through chat/voice UI like Slack or Alexa. The concept is certainly more convenient for many users than using code like SQL to retrieve data. However, given the current accuracy with most chatbots and voice assistants, data queries seem like a tall task.
- Confluent Raises $125mm to Further Event Streaming: Real-time event processing vendor, Confluent, raised a staggering $125mm to further build out its platform. Event processing consists of tracking user actions in real-time and making them available for other systems to act on. For example, a user’s action may trigger an alert or an update to a predictive model. This investment highlights the importance not only of data itself, but also how quickly that data becomes available.
- Salesforce Bolsters Datorama’s CDP Capabilities: There was some exciting news in the world of Customer Data Platforms (CDPs) last year when CRM giant, Salesforce, purchased Datorama. It seems that Datorama has taken that investment and quickly reinvested it into enhanced features. Last week it was announced that users would now have access to a slew of new features around analytics and activation. We see CDPs as a marketer’s best tool yet to attain the coveted ‘single view of the customer’ so its exciting the see the space generally, and Datorama specifically, continue to evolve.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.