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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 all the news to find relevant industry updates?

Recognizing that this is an issue for many of our clients, we cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. 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 is keeping track of this week.

  1. Amazon’s Ad Network Growth Has Created an Ecosystem of New Vendors

It’s not uncommon for the reach of new Amazon products to outpace their ability to provide a decent user experience. For example, in the early days of Amazon Web Services (AWS), setting up cloud infrastructure became so complicated that a cottage industry of vendors sprang up to help customers. That is now happening on the advertising side, where vendors, often staffed with former Amazon employees, are popping up to help advertisers navigate the sprawling Amazon advertising ecosystem.

Takeaway: As with many other Amazon products, user experience will eventually catch up, suggesting that these vendors may have an imminent end date. However, Amazon may follow in the path of Google, where many certified partners now handle the ancillary services that Google does not want to resource. It will be a little while before we see how Amazon evolves so an experienced vendor is a good idea for the time being.

  1. Podcasts Continue to Show Strength

It’s no secret that podcasts have seen a meteoric rise in popularity, and this new Adobe research confirms that the trend is continuing. More importantly, this research shows that podcast advertisements, more than many other channels, are breaking through to listeners. If you’re not thinking about podcasts in your media mix at this point, it’s worth a look.

Takeaway: Podcast advertising is not without its challenges. Coordinating with talent, finding inventory and keeping messaging consistent in a fractured market is extremely difficult. At W2O, we have the expertise to create podcasts for our clients, providing them with value while minimizing the headaches.

3. Nike Acquires Data Science Company Celect

Data science is the backbone of solid analytics and many other data-driven functions at any company. That’s why finding a good partner is so critical. In the case of Nike, it wasn’t enough to partner so they recently acquired data science company Celect.

Takeaway:  Because not every company has the resources to acquire an entire data science company, partnerships with agencies that specialize in this area is essential. At W2O, we are intensely focused on getting to know our client’s data before we apply any modeling or product builds. This allows us to act with the expertise of an internal team but with the resources of our 100+ analysts.

Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

Privacy and data protection regulations impact the work of every advertising, marketing and PR communications professional around the globe, and the focus on privacy by consumers and regulators continues to increase. W2O’s team is tracking the most important news and changes that directly influence our industry, including the latest on legislation, new privacy technology, enforcement actions, analysis and thought leadership in privacy and data protection.

Here’s the news we’re paying attention to right now.

  1. GDPR Fines Rolling In

The UK’s data privacy authority, the Information Commissioner’s Office (ICO) has announced its intentions to fine Marriott $123MM and British Airways $230MM – about 1.5% of their respective annual revenues, and the largest penalties yet under the General Data Protection Regulation (GDPR). Both fines relate to data breaches and poor data security. Some observers feel these fines may be prescient of further punitive actions by regulators to come, particularly targeting Facebook and Google.

Main Takeaway – Brands and marketers that haven’t engaged a data privacy program along with IT security need to take action. GDPR particularly, and coming US regulation coming soon such as CCPA impact both security and privacy. A transparent and robust data privacy and protection program not only reduces the impact of breaches (ant the potential for fines), but also builds trust and engagement with audiences.

2. Some CCPA Amendments Passed, Some Defeated

Rushing against a mandatory deadline, California Senate committee members voted on several amendments to the California Consumer Privacy Act (CCPA), which comes into effect January 2020. One of the more contentious bills, 1416, which would have provided exceptions to allow businesses to sell personal data to third parties and allow data transfer to government entities, was withdrawn. Bill 25, which would have provided an exemption for employers related to job data, was amended to require employers to tell employees the types of information collection, and not the detailed data itself. The tech industry supported Bill 873, which would have changed the definitions of personal information essentially exempting IP address and browser fingerprinting, failed to pass.

Main TakeawayAll US businesses should be paying close attention to CCPA developments, especially marketing and communications teams, and ad technology vendors. While the guidance from the attorney general isn’t expected until at least September, brands should be taking action now to prepare.

3. ICO Guidance on Cookies Released

For websites that target EU-based persons, the UK’s data protection authority, the ICO, has released detailed guidance on the use of cookies and similar web tracking technologies (including device fingerprinting) as they relate to GDPR. Some of the highlights include that tracking cannot occur until opt-in consent is given, analytics cookies such as Google Analytics and Adobe Analytics are not considered strictly necessary and must be opt-in, and that emphasizing an “agree” or “allow all” mechanism over a reject or block message – often called nudging – is considered non-compliant.

Main TakeawayThe guidance provided by the ICO is highly detailed, and any operator of a website aimed at, or any company tracking and collecting digital data on EU located should review it in its entirety. There is direct guidance on providing users with clear and comprehensive choices, how to set cookie expiries, and responsibilities for cookies set by third parties on a website, such as Facebook.

* The opinions expressed in this post do not constitute or represent legal advice. No liability is accepted by the authors or W2O Group for any action taken or not taken based on the information or any associated communications.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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 all the news to find relevant industry updates?

Recognizing that this is an issue for many of our clients, we 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 is keeping track of this week.

1. LiveRamp Acquires Data Plus Math to Strengthen TV AdTech: At W2O we’re very focused on the quickly changing TV advertising space. I write a lot of about how buying TV advertising is starting to look more like buying digital media with more precise targeting and access to wider ranges of inventory. However, just as important as the buying side of things, the measurement any analysis side of TV is changing quickly. LiveRamp has also recognized as evidenced by their $150mm purchase of Data Plus Math, a TV analytics start up.

Takeaway: The quickly evolving TV landscape is still pretty messy but acquisitions like these signify that it is also maturing. We don’t believe all of the kinks will be worked out of TV buying and measurement for a long time to come. However, we also think the channel is mature enough for marketers to invest in today.

2. Invoca Research Finds Consumers Still Leary of AI Customer Service: The promise of AI customer service bots is drastically lower costs to companies and real-time answer for customers. However, the reality is often frustrated customers using ALL CAPS to get a hold of a human. This Invoca research study finds exactly that sentiment among consumers today.

Takeaway: Customer service is more important today than ever where expectations are high and poor experiences can go viral. Companies need to balance cost saving bots with customer experience.

3. Klear Announces Automated Influencer Campaign Measurement: Influencer marketing has taken off as a new channel to reach potential customers in recent years. However, measurement of influencers has always been difficult; whereas other digital campaigns can look at metrics like clicks and impression across many channels, influencer impact needs to be aggregated by individual and specific KPIs per campaign. Now Klear claims to be able to automate this measurement and calculates the earned media value (EMV) of the reach as another KPI to measure success.

Takeaway: Measuring influencer campaigns can be time consuming and manual. Tools leveraging automated measurement, such as Klear, can help lighten the load on the team, however a critical human eye must be applied to all metrics to ensure they are accurate and not inflated by influencers gaming the system, such as paying for bots to engage or leave comments.

Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

Capturing a whole new world of opportunities and expectations requires eliminating the mindset of the past

Design thinking is about creating a system to better serve the business through a holistic approach and solving for the right things. From a customer perspective, design thinking is engaging stakeholders in more intuitive experiences via well thought-out systems that produce clearer standards. In today’s digital environment where everything is connected, allowing for a holistic view and understanding of behavior – recognizing patterns, identifying trends and discerning economic benefit for smarter decision-making – the rules are completely upended. No longer can brands rely on large advertising and marketing campaigns favoring big images with captivating headlines as a means to entice interest.

As such, design thinking is taking on greater importance in a digital reality that breeds more complexity and requires a better result. Effective design thinking creates mutual benefit between the company and its stakeholders through a precise formula that ties elements together to ensure an overall experience. From a digital perspective, that formula begins with what the audience is looking to achieve vs. the old model based on how a company wanted to operate. This is making traditional advertising, communications and engagement efforts obsolete – and yet many organizations continue to hold onto them.

Applying a new mindset amid a completely volatile environment requires a disruption of the value proposition:

Analytics are the Bedrock – At the core, digital should be fueled by data. The capacity to capture behavior, movements through the journey, interactions and decision-making while recognizing people say one thing and do another is essential. Analytics help us understand data and the real needs of stakeholders, allowing for the translation of data to actionable insights.

The Entire Experience – From beginning to completion, every touch point must be intuitive, clean and cohesive to complement the entire journey. Streamlining truly integrated omni-channel communications that are customized based on the unique insights we have about each micro-moment in the journey ensures deeper insights and measurability.

The System is the Difference but must be Invisible – The roadmap through the brand and the company for key audiences – customers, prospects, investors, influencers, media, salespeople – must be solid and smooth but, more importantly, so powerful that it is not even identified. Technology enables frictionless experiences when implemented effectively. As marketers, we must understand that the end-to-end experience is only as good as the weakest link

Device-First Mentality – No longer is adjusting content to be responsive to varying screen widths sufficient. Design thinking in a digital world comes down to what and where stakeholders connect and interact with information and each other. Designing for a device is about adapting the experience for the platform, based on what, when, where and how targets engage.

Continuous Learning and Optimization – Design thinking in a digital world takes into account the ability to reassess via behavior how the system is working in real-time. Optimizing the entire customer experience takes on a whole new level of sophistication as data and touch points converge to paint a new picture of brand efficacy and organizational vitality.

Design thinking in a digital age is fundamentally more open and intuitive than previously thought. It can make organizations smarter and establish deeper connections with customers – connections that are more agile, more aggressive and more confident. Design thinking does this through technology and connectivity making sense of disparate actions and integrating them to open up solutions that were not envisioned previously.

As W2O engages with more brands and organizations to implement digital-first models and mindsets, including new interfaces and machine-driven efforts to better serve and retain customers, we are employing design thinking because it is a critical component to validating transformational initiatives.

We are focused on adopting the new digital tools available and incorporating them in a design system that focuses on customer realities and needs. This allows us to discover new things about  clients’  business, and opens up opportunities and ideas to drive forward.


If you’re interested in learning about W2O, check out our About or Digital page.         

Investing in healthcare and technology is critical for building a healthier world. Lisa Suennen of Manatt, Phelps & Phillips, LLP and Venture Valkyrie, joins the podcast this week to dive into what it looks like to invest in the world of health and tech.

During our chat Lisa shares how we can invest wisely, she predicts the future of the industry, she discusses Tech Tonics, both her book and podcast, and she shares lessons innovators can learn from children’s books. Plus, she shares her connections to superheroes and four-leaf clovers.


Don’t miss an episode of What2Know, subscribe to our podcast on iTunesStitcher or Spotify!

If you’re interested in learning about W2O, check out our About and Healthcare page.

Thanks to Cambridge Analytica, the Marriott mega-breach, the Equifax breach, British Airways, Facebook’s criminal investigation and many more newsworthy data privacy events, consumers are starting to wake up and understand the scale of digital data collection and how bad actors can use it to manipulate everything from purchasing decisions to elections. Politicians have responded with legislation like the California Consumer Privacy Act (CCPA), the EU’s General Data Protection Regulation (GDPR), the Vermont data broker law, and 10 other (currently) proposed state-level data privacy laws, designed to reign in an industry that arguably abused an unwitting public.

The current paradigm shift is straight-forward: data is now owned by the people it reflects, not by martech vendors and advertising platforms, and it should not be sold, traded, or used in unexpected ways without informed consent. You would think that this is our demise….

Actually, it’s our golden ticket. Privacy, and more importantly data ethics, are now a key differentiators and offer an opportunity to deepen relationships with our audiences.

Social science and psychology research show that when people know they are being observed, they feel intruded and change their behavior. For example, information that we willing to tell our spouse is usually quite different than what we’d be willing to share with an advertiser. Which is why when the news broke that one of the most popular ovulation tracker apps, Flo, was sharing data with Facebook, it created an overwhelmingly negative reaction from users.

A few brands, most notably Apple, have begun to market their data protection and privacy practices as a prominent selling point. Studies are now beginning to show that strong data protection and ethics programs build trust with consumers and help brands gain advantage over competitors. Strong data controls enable agility and innovation, increase operational efficiency, mitigate losses from data breaches, and increase appeal to investors, surveys also found.

Now is the time for marketers to embrace data ethics and privacy.

Marketers that proactively go beyond compliance requirements and build privacy protection into the foundation will not only build trust with existing audiences but also capture the attention of those that are becoming disillusioned with competitors. Marketers and advertisers should question the data captured and ask what we should do, instead of what we can do. Here are a few points to consider.

First, invest in a privacy program and map understand your data flow.
Where is your data coming from? How is it being stored? Are your vendors using your data in ways you’re not aware of? Are you using platforms that don’t respect privacy ethics and legislation? How are you using your data – and if you’re not using it, why are you collecting it?

Having a clear line of sight into the data journey and map in addition to a robust marketing operations controls will help reduce risk and ensure customer privacy.

Second, embrace transparency. Whether it’s required for legal compliance or not. Ensuring your customers know why and how you’re collecting data, what you’ll use it for and how they’ll benefit from it – will help deepen brand loyalty and trust.

Third, do better work. Give people a good reason to engage by developing interesting and relevant content. Add value, entertain and enlighten them, and give them a reason to give you their data. A fair-value exchange will develop an authentic relationship between the consumer and a brand.

Finally, keep innovating! As the industry continues to change and more legislation comes to fruition, we need to continue creating new ideas and spins on older approaches. Embrace the use of AI-driven contextual advertising, premium publishers, better CRM programs, real 1-1 website personalization, better use first party data and CDPs – the list goes on. You can do all of that and more with a privacy-first approach.

The above has already worked for marketers in the EU where post-GDPR studies show that programmatic ad spend is growing by double digits as well as publisher’s digital revenue. So remember, privacy protection isn’t just a legal compliance burden, it’s an opportunity. Marketers who wait will be left behind whereas those who embrace privacy and transparency will cultivate trust and engagement, win market share against competitors, and build customer loyalty.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

There’s no doubt that marketer’s lives are more hectic than ever; their jobs are becoming more complex, fast-paced and competitive. Often metrics are now measured in pennies and milliseconds. Even though this dynamic is part of the fun of being a marketer, it also makes every decision feel like high stakes. Even in this increasingly complex environment, its often helpful to answer the most basic questions first; who, what, where and how?

At W2O, we use our proprietary data and tools, combined with our team of expert analysts, to determine who to target. Next, we use our knowledge of the target segment to inform what content and messaging to serve up. Finally, our activation teams develop an efficient and creative strategy to place media where it will work hardest.

Even with all these critical questions to answer, sometimes how to execute and measure campaigns can be the most difficult question of all. One of the reasons that answering how is so complex is the dizzying state of the marketing technology industry.  Marketing Technology is the precinct of marketing, dominated by Software as a Service (SaaS) vendors, that handles every executional component of marketing campaigns. This can start at the organization and analysis of data, all the way through campaign deployment and measurement.

Last week, the collective hive-mind of Marketing Technology came together in San Jose for the MarTech Conference. Below are my biggest takeaways and what it means for clients from the conference:

  1. Overall Vendor Growth is Slowing: This year, Scott Brinker’s spectacular Marketing Technology Landscape revealed that the total number of Marketing Technology vendors grew by less than double digits for the first time in eight years. However, the total number of vendors still topped 7,000 which is an objectively overwhelming number, no matter the slowing growth pace. The sheer scale of vendor choice remains daunting. Our suggestion is always to focus on critical functionality instead of being distracted by flashy sale’s pitches that often over-promise
  2. The Landscape is No Less Confusing: More important than the topline number of vendors, is the question of whether the Marketing Technology space has become easier to navigate. In this respect, the landscape is more confusing than ever. It’s true that the largest players, like Adobe and Salesforce, have acquired many smaller players in order to offer customers a full suite of functionality. However, we are a long way from a one-size-fits-all tool. To help clients navigate, we first look at what tools they already have available and if those tools will meet immediate needs. Next, we work to create critical requirements to narrow the list of possible platforms. Lastly, we deliver a single recommendation with plans for future scaling.
  3. Channel Focus is Shifting: Looking at specific shifts within categories, it’s clear that marketers are increasing their focus on some channels and decreasing on others. The number of Influencer and Chatbot tools grew at 22% and 17% respectively year-over-year. We’ve seen both of these channels mature from ancillary to vital in the marketing mix; this shows the technology space is responding. Conversely, the number of Local Marketing and Sales Automation tools each fell by 7% year-over-year. Our take on this shift is not that the channels are less important, but that they are more mature, and the market has started to choose winners and shed losers. More generally, it’s important for marketers be open to new vendors in emerging channels while trusting the expertise of best-of-breed platforms in established channels.
  4. Data Privacy is Everyone’s Priority: While data privacy has always been important in evaluating Marketing Technology vendors, it’s now the main competing feature of many platforms. More so than any other year, marketers and vendors have been focused on data privacy in almost every aspect of marketing technology. From social advertising to customer data platforms, privacy is priority number one. This is perhaps most exemplified in the 17% grown in platforms dedicated solely to privacy. This is also why W2O has invested heavily to provide our clients privacy and data security consulting that is the best in the industry.
  5. Embrace the Uncertainty: Although the Marketing Technology space has shifted to meet Marketer’s needs over the last few years, the future seems more uncertain than ever. Questions like what’s the next big channel? How do we manage customer data? How do we know we’re being efficient in our technology purchases? How can we be smarter about analytics? and more have been constant. Far from causing anxiety, these questions have been laced with excitement as those of us in the marketing technology space get ready to solve ever more complex problems over the next year.

It’s exciting to see this space expand and contract, shift and realign, to meet the industry’s most pressing challenges. In fact, the more sophisticated and complex the who, what and where become, the more exciting the challenge of how will become. After being in this space for many years, I’m more confident than ever in the industry’s ability to respond and, more specifically, of W2O’s ability to surpass our client’s expectations.

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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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.


If you’re interested in learning about W2O, check out our About or Analytics page.

On January 21st, 2019 the French data protection authority CNIL (the Commission nationale de l’informatique et des libertés) announced a €50 million fine against Google for “lack of transparency, inadequate information and lack of valid consent regarding the ads personalization.”

Read the original release from CNIL in English here.

The fine stems from complaints originally submitted in May 2018 shortly after the General Data Protection Regulation (GDPR) came into effect. While not the first fine levied, it’s the largest to date and the first levelled against a major player like Google. The complaints came from two organizations – None Of Your Business (“NOYB”) – headed up by Austrian privacy activist Max Schrems, and La Quadrature du Net (“LQDN”).

While Google famously “does not sell user data”, and eliminated what little data sharing it did before GPDR, brands who use Google to advertise should be paying attention to how they respond to this enforcement action.  €50 million is a drop in the proverbial bucket for Google, but it’s also clear that regulatory authorities will not give the duopoly a free pass.

And this action against Google may be the first of many fines to come. While CNIL started investigating the matter on June 1st  2018, their online inspections did not occur until September 2018, and the announcement of the fine came yesterday – the complaint this fine is based on was one of the very first ones submitted under GDPR. NYOB has since submitted several GDPR complaints, including last week against Amazon, Netflix, Apple, Spotify and YouTube. CNIL itself received 3,767 complaints from May 2018 to October 2018 alone.

One key question is – how quickly will Google and other big platforms move towards full and real compliance? Once Google does comply, and consumers do have a clear and informed choice along with the ability to control their own data, will targeted advertising capabilities be severely compromised or will Google adapt with new strategies?

Privacy is an opportunity for brands, publishers and platforms – not just a compliance burden.

It’s already clear that brands can and should use new privacy legislation as an opportunity to focus on developing transparency and trust with their customers. Consumers will exchange data with brands they trust for the right value exchange, and consumer comfort levels are much higher with direct brand relationships versus third-party data sharing.

Even as companies like Apple are differentiating themselves on the basis of privacy, at the same time data-intensive advertising continues to increase in Europe. Strategies like direct buying from publishers that have developed consumer trust through privacy and excellent user experience are not only filling but exceeding any gap caused by the GDPR.

GDPR hasn’t caused the end of the digital advertising industry. The wave of privacy legislation we are experiencing now will have some losers and some winners – the big winners will be the brands, advertisers, publishers and platforms that seize this moment to change and innovate.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

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. Last year, we opened these insights up to everyone by publishing a weekly roundup of the most important news.

To start 2019 off, our team of experts have picked four items of news that we believe exemplify trends that will be most impactful this year.

  1. Google and Facebook Will Continue to Dominate Ad Sales (but Amazon Will Catch Up): It’s no secret that Google and Facebook dominate the digital ad sales space. Including Google and Facebook in the digital media mix is standard practice ensuring the two giants will receive at least some part of most marketer’s budgets. We don’t expect this dynamic to change much in 2019. However, Amazon is coming up fast with their Amazon Advertising Platform. While it may not seem like a great option to allocate budget to another tech behemoth, Amazon is probably the only company with the scale to take on Google and Facebook; it should be interesting to see what a dose of competition brings to the market.
  2. Marketers Will Continue to Try to Make a Shifting TV Landscape Work: The shift to Over The Top (OOT) streaming services has been a headache for some marketers as two of the most popular platforms, Netflix and Prime, do not sell traditional ad-space. Further still, very little of OOT inventory is integrated with digital ad buying platforms; this limits the promise of enhanced targeting over traditional TV inventory. However, for all of TV’s issues, it’s still one of the most powerful media channels so, we expect the space to become more functional as both marketing technology vendors and advertisers continue to invest.
  3. Identity Management Will Continue to Rise in Importance: It used to be that only brands too small to manage their own customer’s identities would hire out the responsibility. However, in an increasingly sensitive space around protection of consumer data, these specialized vendors are growing more important. We’ve recommended these types of solutions to many clients and have found great success.
  4. Cross Channel Attribution Will Continue to be the Egg That Everyone Tries to Crack: Cross channel attribution has long been the holy-grail of digital marketing analytics. However, it’s very difficult to do, especially when the conversion is offline. There are many approaches to solve this, with varying success rates. At W2O we’ve invested heavily in offline data sources, as well as the data scientist who know how to use them, to provide this service to clients.

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 analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About or Analytics page.

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Earlier this week, crowds of excited journalists, brand reps and PR folk descended on Las Vegas for the annual celebration of technology and innovation that is CES. We were there, and saw lots of demos, gigantic booths and overwhelming displays; and some unexpected and quirky products. We at W2O looked high and low to find what we think will be the most important topics for you as you look to the next few years:

Autonomous Transportation

Watch out for news from the sky coming to a smart city near you, but it isn’t just drones this year. The Bell Nexus is an all-new hybrid electric aircraft designed to be an ‘urban air taxi’ as soon as the early 2020s working with companies like Uber to ease congestion and speed travel. On the ground, Mercedes showed off a prototype modular system with different pods using the same chassis, while Aptiv offered autonomous Lyft rides for attendees to and fro. BMW, Audi and others showed off their AD partnerships with tech companies like Intel and Bosch (respectively), with vehicles loaded up with 360 AR entertainment systems from partners like Warner Bros and Disney. When you don’t have to drive yourself, you’ll have plenty of time and space to enjoy all kinds of work and entertainment options!

PCs are Back?

After a multi-year streak of declining or flat sales, many analysts are predicting that 2019 will be the first year to see Y/Y growth (though small). Security improvements, along with Windows 10 performance improvements and supply availability driving reduced cost have finally broken the dam on companies holding back on refreshing their inventory. Additional improvements in laptop screen quality, battery performance, 5G and network improvements, voice and biometrics and other form factor changes will delight users that have grown accustomed to tablet use. We saw loads of great, high-end product launches from Dell, HP, Lenovo, Microsoft, Sony and others, as well as Chromebook-style updates for less expensive models.

5G is Everywhere, Again

It’s the announcement that we’ve heard before, but this time it’s being put into our devices – and cars – and towers – and everything else. 5G, the promise of faster networks and deconflicting traffic, has been all the rage, but hasn’t come to life just yet for 99% of the world. This year, we are watching for devices to become equipped with the ability to work on the network, signaling that reality is just around the corner. Development sandboxes from Intel and Verizon as well as development kits indicate that it’s safe for organizations to start planning for integration.

Voice Control + Personal Assistants

We had a chance to check out cute and cuddly robots as well as industrial ones, but the improvements were really in increased integration for voice commands with smarter responses and more helpful utilities (aka just a little smarter). Personal assistants, both virtual and robotic are maturing in skill set and utility and are beginning to offer real value to users of all kinds. Users are increasingly comfortable with voice commands and the devices becoming easier to manage, integrating with personal assistants in new ways. No major announcements are expected this year on the voice front, though Google and Amazon both made some incremental updates and integrations with transportation (Alexa on bicycles) and physical devices (Google Home has over 30 languages).

Folding Screens

Have you ever wanted more visual space on your mobile device or laptop, but still wanted to fit it into your bag? The new generation of strong-but-flexible folding screens promise just that, with mobile devices that you can expand and contract, as needed. This may be one of the more high profile announcements of CES, but it isn’t quite ready for primetime just yet. However, the implications for incredible user experiences is truly exciting and makes this one a space to watch.

So How Does all of this Apply to Healthcare?

As with any trend, we believe you need to start with your strategy first, and then the right solution for your audiences will be evident. The technology above might be right for your audiences in health facilities, practices or at-home care with telemedicine. Improvements in AI, networking, security, wearables and voice control will continue to change how care is delivered to patients within facilities, as consumers, and for systems as organizations, but it’s never a one-size-fits-all. Some of the interesting digital health previews included ‘powered suit’ body-sized wearables that help with physical therapy and provide feedback that teach patients how to rebuild strength, even scaling down to ‘power gloves’ for arthritis. We saw backpacks that let the hearing impaired experience music and biofeedback wearables that improve quality of life through sensing what patients can’t – helping with Afib, Diabetes and other chronic conditions.

And finally, integrating user data with AI from systems, plus other personal historical information and context to enable better and more insightful recommendations for every patient or user. Whether the personal data comes from the individual only, or is blended with data from other blinded medical records and macro data from all available trend data, that information adds invaluable detail and reference to enable better solutions for all patient challenges. We expect to see interesting announcements from organizations large and small detailing how to connect data with real patient challenges in the rest of 2019, so watch this space for more!


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Privacy and data protection regulations impact the work of every advertising, marketing and PR communications professional around the globe, and the focus on privacy by consumers and regulators continues to increase. W2O’s team is tracking the most important news and changes that directly influence our industry, including the latest on legislation, new privacy technology, enforcement actions, analysis and thought leadership in privacy and data protection.

Here’s the latest news we’re paying attention to right now. This week’s updates include a 60 Minutes news feature on GDPR, Dutch Regulators finding Microsoft GDPR violations, and new surveys indicating the rising importance of privacy protection for both consumers and marketers.

GDPR and the Marriott Mega-Breach

Last week Marriott revealed that a Starwood guest reservation system had been hacked in a breach going back to 2014, potentially exposing the personal data of 500 million people. It is not currently known ifMarriott reported the breach to EU data protection authorities within the 72hour maximum allowed by GDPR – but assuming that data of those based in the EUis included in the breach, Marriott could face a massive fine. That said, it is likely that any fine will depend on how quicklyMarriott acted and an investigation will likely take many months.

What this might mean for brands

Adding fuel to fire, this breach is already causing US senators to call for both data breach penalties and more robust privacy laws. Specific to GDPR, attention will be given specifically to “data protection by design” and “purpose and usage limitation” clauses. Expectations of data privacy will continue to rise, particularly for brands who hold very sensitive information such as passport data. Brands who hold personal data should expect further media and public attention, and be prepared with full data privacy programs.

Irish Data Protection Commissioner Investigates LinkedIn

A recent report published by Ireland’s Data ProtectionCommissioner (DPC) lists several investigations that have previously been widely known about, including Facebook and several others – and it also included an investigation that had not been previously reported detailingLinkedIn’s use of email addresses to target advertising. The DPC discovered that LinkedIn had obtained 18 million emails from non-members, and used these to advertise for new members on Facebook. The DPC indicated the complaint was ultimately resolved thanks to LinkedIn making several changes that stopped the use of the data in question – although it is not clear how LinkedIn obtained the email addresses.

It was also revealed in a resulting audit that LinkedIn was using algorithms to “suggest professional networks” for non-members in attempts to get more people to join. The DPC ordered LinkedIn to cease the “pre-compute” process and delete all personal data associated with it. Fines have not been issued, likely because the infractions mostly took place before GDPR came into effect.

What this might mean for brands

Brands should be conducting comprehensive audits of their data sources and uses as part of their overall GDPR programs. Particular attention is being paid by regulators to third party data usage for marketing, and documentation of the lawful basis of processing, and if needed consent, are key to ensuring compliance.

‘Consent String Fraud’ Worries Appear

Consent strings were first created by the Interactive Advertising Bureau (IAB) Europe as a relatively easy method for tracking consent between various parts of the advertising technology ecosystem. These numeric strings act as a record of consent combined with vendor id numbers assigned by the IAB, and Google has their own version which is not interoperable with the IAB version. This record is then used by adtech to determine if personalized ads can be served or not with a simple 1/0,Yes/No verification.

Unfortunately, it’s relatively easy for vendors to either mistakenly or fraudulently change a 0 to a 1. Errors can and do occur when moving back and forth between the IAB and Google frameworks – which is a technical challenge to solve, and changing the value as part of an ad fraud scheme is also happening. It is currently unclear how regulatory authorities will react, and legitimate vendors are beginning to express their worries.

What this might mean for brands

With GDPR well established and California’s CCPA on the way, brands should be auditing their ad tech ecosystem to ensure their consent frameworks are compliant with all applicable legislation.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

 

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Instagram Attempts to Get Ahead of Inauthentic Activity: Instagram is releasing a new machine learning algorithm that hunts down accounts using third party services connected to inauthentic behavior. Inauthentic (fraudulent) behavior in the form of fake likes, shares, etc. is hardly unique to Instagram. However, Instagram’s simplified user experience has quickly gained popularity as other legacy social platform have gotten noisier. To preserve that experience, Instagram is not only releasing an algorithm to clean up behavior, but also publicizing it.
  2. Claritas Combines Segmentation with Attribution by Acquiring Barometric: Connecting the marketing funnel into a single platform has always been the desire for marketers. In today’s crowded tech landscape, vendors who used to specialize in one area of marketing are feeling more pressure to expand their offerings. So, it should be no surprise that segmentation and targeting vendor, Claritas, recently acquired attribution vendor, Barometric, to combine activation and measurement. With all deals like these, the synergy looks great on paper, but the devil is in the integration. We’ll be keeping a keen eye to see how Claritas progresses.
  3. Marketers Prioritize Integrations when Picking Platforms: Speaking of integrations, MarTech Today reported that marketers are consistently prioritizing integration with existing platforms when evaluating new vendors. This makes sense – what’s the value of a new vendor if they do not work with your existing technology? We see a lot of clients take this to mean that their options are limited to big cloud vendors, like Salesforce or Oracle, if they want an integrated stack. However, many smaller vendors have done a great job opening their platforms and connecting with others. At W2O we often help clients connect many different vendors to construct a full marketing stack.
  4. Ad ID Consortium Continue Momentum: As I’ve written about before, the Ad ID Consortium is on a mission to create better cross-platform identity resolution. This is especially important as cookie syncs become less and less effective. Getting all of these platforms to work together has not been easy; as a result, we’ve seen a number of public shakeups. However, the consortium just recently released news that a new proof of concept has been completed. Marketers will continue to stay optimistic as positive as news like this continues to slowly roll out. However, it seems the Ad ID Consortium is far from operational.

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 analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

Leveraging AI, machine intelligence, language translation, and localization can have tremendous benefits for our society. According to this week’s guest, when utilized in the correct way, these tools can greatly improve our world.

For today’s episode, I had the pleasure of sitting down with John Fennelly, CEO of Lionbridge. I am fortunate to know John and the incredibly smart team at Lionbridge, because they are a client of the firm, so I knew this would be a fascinating discussion.

We explored how we can use AI and machine intelligence to enhance the world around us, chatted about Jefferson Airplane, and bonded over having puppies. Take a listen below.


Don’t miss an episode of What2Know, subscribe to our podcast on iTunesStitcher or Spotify!

If you’re interested in learning about W2O, check out our About and Analytics page.

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As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Zendesk Open Source CRM: Because Salesforce has become the dominate CRM player, many marketers gloss over other vendors that could meet their needs. Each CRM is set up to serve different types of customers. That’s why it’s surprising that Zendesk is taking on Salesforce right in their wheelhouse, the enterprise open source CRM platform. The biggest differentiator for Zendesk is their ability to connect their existing expertise in service with the sales side of an organization.
  2. SAP Acquires Qualtrics: Cloud software company, SAP has been just as aggressive in acquiring new software as a service (SaaS) vendors as it’s cloud behemoth peers. Last week SAP showed no signs of slowing down as they scooped up research and survey tool, Qualtrics. The biggest surprise was the massive price tag at $8bn in cash. This acquisition shows two things 1) cloud vendors are doubling down on growth through acquisition and we can expect more consolidation to come and 2) in a world with disappearing cookies and tightening data restrictions, insight into consumer behavior and preferences is become more valuable than ever.
  3. Screen6 Launches idSync and Ditches Cookies: Cross-device identity graph provider, Screen6, announced a new product it has named idSync. idSync is meant to identify users across multiple platforms, include over-the-top TV. This follows a strong trend in the industry to move away from cookie syncing and build identity-graphs that can track consenting users via other means. At W2O we are seeing these identity-graphs popping up all over the place. However, they are not all created equal so it’s important to do a thorough evaluation before choosing a vendor.

Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Oracle Announces its Own Customer Data Platform – Following on the heels of Salesforce’s introduction of Customer 360, Oracle has announced a Customer Data Platform (CDP) of its own. Branded as ‘CX Unity’, Oracle’s CDP will offer many of the same benefits of existing CDPs – unifying disparate first-party data sources as well as connecting with third-party data sources. Unlike other CDPs, CX Unity will come pre-integrated with the rest of Adobe’s Customer Experience Cloud. This could give the platform a leg up over competitors by having more practical applications for marketers straight out of the box. We expect activity in the CDP space to progress at a rapid pace, especially as more of the large marketing cloud vendors get involved.
  2. DataRobot Raises Series D Funding: DataRobot is an AI driven platform that builds predictive models giving analysts and data scientist some automated horsepower where manual work was traditionally required. W2O is a customer of DataRobot; we leverage the platform to provide quicker, deeper and more accurate insights for our clients which then inform campaign optimization and measurement. For that reason, we couldn’t be more excited to see how DataRobot will use this latest $100mm funding round to improve the platform.
  3. Facebook Continues to Tighten Data Use Policies: Continuing a series of changes that have restricted use and access to data, Facebook let advertisers, agencies, and marketing partners know that they would be required to disclose how they share Facebook data amongst themselves. The entire ad tech industry is trying to take steps to secure data in a quickly evolving landscape. For many advertisers who have always played by the rules, this will have no effect other than clamping down on shadier competitors.
  4. LinkedIn Introduces Tracking Sponsored Content in Google Campaign Manager: LinkedIn and Google bucked the trend of tightening data sharing by integrating directly with each other. Now advertisers will be able to track the performance of their LinkedIn sponsored content alongside the rest of their buys within Google Campaign Manager. This certainly won’t solve all of marketer’s attribution woes, but it is nice to see two large platforms teaming up. At W2O we always encourage client to employ an independent attribution model in addition to platform reporting.
  5. Amazon is Testing Search-Based Display Targeting: Amazon has been slowly and steadily expanding the capabilities of its DSP to better compete in the crowded market. However, its search data has, until now, stayed within the Amazon.com domain. Recently Amazon has tested making available its search data available for targeting display ads outside of Amazon.com. This could be big news for advertisers looking to see when consumers are in the market for certain products. It also has the potential to take a bite out of Google’s current share of search-based targeting.

Those are the five pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Gartner Releases Magic Quadrant for Ad Tech: While there are an increasing number of ancillary marketing technology solutions being introduced, cross-channel ad tech platforms still make up the core of the industry. Gartner just released their magic quadrant analysis of the industry leaders. There are very few surprises in terms of the rankings, however, the detailed analysis and user feedback are helpful when evaluating vendors. Selecting a vendor can be a daunting task, but we advise clients to first assess needs then turn to research like Gartner’s to evaluate vendor capabilities and fit.
  2. Twilio Acquires SendGrid to Offer Email: Communications platform, Twilio, acquired SendGrid to make email available to its users in addition to its existing phone, text, chat and video channels. Adding email to the Twilio platform make sense for users and SendGrid has been a trusted ESP for years so this seems like a perfect fit. What was most surprising about the announcement was the price – a reported $2bn all-stock transaction. It seems that large platforms are rushing to add functionality through acquisition and thus raising prices. It will be interesting to see if this trend continues, or if vendors start to invest in creating new functionality in-house.
  3. Radius Offers Dun & Bradstreet Data to Users: Radius, a customer data platform (CDP) dedicated to B2B clients, announced a new partnership with data provider Dun & Bradstreet. CDPs have traditionally been used to aggregate first party data between disparate internal sources. However, they are increasingly making third party data available as well. In addition to Dun & Bradstreet, Radius has already created partnerships with Oracle Marketing Cloud, Salesforce, Marketo, and LiveRamp. The growth in third party data availability will increase the utility of CDPs as a category.
  4. Google Debuts Conversational Ads: Ad types are constantly evolving in order to grab users’ attention. This was true before the advent of digital marketing and has only accelerated as marketing technology continues to mature. Last week, Google took it one step further by introducing “Conversational Ads”. These ads allow brands to create what is essentially a chat-bot within a display advertising container. This is not likely to revolutionize display advertising but could provide a much more relevant experience for users who are interested in the ad content.

Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Brandwatch and Crimson Hexagon Merge to Focus on AI: Two leaders in the social intelligence space, Brandwatch and Crimson Hexagon, have merged both the existing Brandwatch name. There were no immediate announcements as to how either platform might change as a result of the merger. However, there were a couple hints that they will move to bolster AI investment and performance. It will be interesting to see how the roadmap fleshes out as these two influential vendors begin to integrate.
  2. Looker Adds a Bunch of Features for Better Access to 1st Party Data: Business intelligence tool, Looker, released a whole slew of new features at its annual conference last week. It seems the platform has listened to the needs of its customer’s and moved well beyond the ubiquitous ‘dashboard’ tool that so many marketers employee. Specifically, these new features allow marketers to better work with Google Analytics data, use cross-channel data to analyze audiences, and allow in-house developers to create custom applications. Having wide experience in creating performance views for our clients, we know that there is a never a one size fits all dashboard; everyone brand is unique, and Looker has allowed for each brand to have a more customized view.
  3. FBI Taking a Close Look at Ad Fraud with the help of ANA: This one isn’t nearly as scary as it sounds – but it may be helpful to many advertisers. The AdTech space grew quickly and organically leaving many alcoves for asymmetric information and thus somewhat shady practices. Recently, as advertisers have become more aware of fraudulent practice, some of this activity has been rooted out. After a 2016 ANA report, the FBI is now opening an investigation to examine the level of fraud. For advertisers, this means they’ll have a helping hand in tackling fraud. For agencies and AdTech companies, they’ll have an extra incentive to stay on the straight and narrow. Fraud will never completely be eradicated from AdTech, but the days of advertisers resigning a certain percentage of budget to fraud are hopefully in the past.

Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Facebook Releases Their Own First Party Cookie: Among the fervor around protecting user’s data and privacy has been the quickly declining use of third party cookies – cookies that collect user’s data which are not connected to the host site’s domain. So, it’s logical that publishers are setting up their own first party cookies, just as Facebook announced last week. This follows an industry trend that I wrote about back in September when Amazon announced a tracking pixel and Facebook opened their tracking pixel to Facebook Groups. We expect to see more of these announcements and are already working with clients to explore the best way to manage them all.
  2. German Media Alliance Creating New Privacy Product: Just as the publishing giants like Facebook and Google are trying to maintain more data within their walled gardens, a group of 20 German media firms have combined to introduce a new product to wrestle that data back. The product would give a unified login for customers and allow them to easily control all their privacy settings. It’s a novel idea that, if executed well, could provide a much better user experience. However, this is also a direct attempt maintain control of user data given the disappearance of third party cookies.
  3. Sales Tech Ecosystem Evolving Similar to Marketing Tech: Inevitable to any conversation about Marketing Technology is the appearance of Scott Brinker’s infographic depicting all 6,829 Marketing Technology vendors. Similar, but smaller, is Nancy Nardin’s new infographic featuring 600 Sales Technology vendors. While the sales space may pale in comparison to the chaotic landscape of Marketing Tech, it’s still a lot to handle. At W2O we take care to make sure our clients are using the best possible vendors for their needs.
  4. Adobe and YouTube Both Announce New TV Features for Marketers: We’re always keeping a keen eye on the quickly changing TV space. Whether it’s newer connected TV or traditional linear TV, there has been a lot of innovation announced lately to help marketers better target and measure their TV advertisements. These are not always revolutionary features but incremental ones that are quickly making TV a more attractive and effective part of the marketing mix.

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 analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line.

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Adobe, Microsoft and SAP Create Open Data Initiative: Last week Adobe, Microsoft and SAP announced a data sharing initiative that will allow customer to have better interoperability between platforms. This announcement is significant because it shows three industry giants working together where they typically are at odds. It’s also significant because of who is left out of the agreement – namely, Salesforce and Oracle. Adobe, Microsoft and SAP have worked together in the past so it’s hard to say whether this move is a natural extension of their existing relationship, or if they are purposely trying to squeeze out Salesforce and Oracle. Regardless, this move indicates that the ‘big guys’ are taking the lead of smaller platforms and embracing integrations with complimentary players and competitors alike. This undoubtedly good for marketers because there is no single platform that can do everything. So, the easier platforms work together, the easier it is for marketers to achieve their goals.
  2. Salesforce Continues Push into B2C Marketing with Customer 360: A ‘single view of the customer’ has long been the holy grain for customer data management. Currently, Customer Data Platforms (CDPs) are the best marketing technology tools that exits to achieve this view. Last week, Salesforce released Customer 360 at Dreamforce which claims to provide the coveted single view of the customer. However, unlike CDPs that structure and maintain all of those data in one spot, Customer 360 calls the same data from multiple location upon demand. My personal experiences with CDPs have made me a believer in the existing structure. So, it will be interesting to see how Customer 360 stacks up against its CDP competitors.
  3. AT&T Unveils Xandr Advertising Platform: Since AT&T acquired AdTech platform AppNexus earlier this year, all eyes have been peeled to see how they would use the acquisition to bolster their advertising and analytics unit. Last week we received a little more information in the way of a brand reveal. AT&T’s new platform will be called Xandr and will introduce inventory for connected TV. Xandr has the potential to bring scale and ubiquity to connected TV in the same way programmatic display acts today. Perhaps more importantly, Xandr will provide anonymized cross-channel data for marketers to perform attribution; something that is getting more and more difficult to come by. Xandr seems to have a lot of promise so our eyes will remain peeled to see if the proposed functionality comes to fruition.

Those are the three pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends


If you’re interested in learning about W2O, check out our About and Analytics pages.

Want to chat? Drop us a line