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 Acquires Marketo – Is Marketing Technology Consolidating Vendors? The marketing technology space is made up of nearly 7,000 vendors. Given the crowded and fractured nature of the industry, conversation about the future of the space naturally turns to consolidation. It certainly seems like Adobe’s massive purchase of Marketo – at a rumored $4.75bn – is step in the direction of consolidation. However, Marketo provides B2B marketing automation technology which is functionality that Adobe did not previously possess. Also, Adobe pointed out that Marketo will continue to operate independently for the time being. So, it seems this acquisition was less about consolidating competition and more about gaining an incremental revenue stream. Lastly, clients often ask me if there is one marketing technology platform that can meet all their needs. Acquisitions like these show that there are many viable platforms but none yet that can do everything. Even as vendors like Salesforce, Adobe and Oracle invest heavily in filling out their stack, it will be years until everything is integrated and by then technology needs will likely have changed.
  2. Salesforce Introduces CRM Input Via Voice. CRMs are a necessary tool for every sales team. However, they are only valuable when sales reps are constantly updating them, which can sometimes be a pain. That’s why Salesforce released Einstein Voice to allow reps to update their CRMs through a voice UI instead of on desktop or mobile app. Also, reps can use the new voice UI to get information about accounts and briefings. Given Salesforce’s open platform, building custom bots to service sales teams unique needs could provide a huge boost in productivity by reducing the amount of time reps are clicking through a traditional CRM interface.
  3. Pinterest Opens API for Insights on Influencers. In the wake of high level data breaches and the EU’s General Data Protection Regulation (GDPR) many social media platforms have started to limit access to their data. This has frustrated many marketers because it makes targeting and measurement more difficult while having a limited impact on the safety of consumer data. Pinterest, however, made the decision to open their API to show performance data to influencer marketing partners. This is a great move by Pinterest that will help create a better experience for advertisers, influencers and consumers alike while still protecting the most sensitive data.
  4. Segment Helps to Ensure Data Governance and Quality: No matter how many flashy features are created for marketers, organizing customer data will always be the most important part of both media activation and analytics. This is why, at W2O, we are always touting the utility of Customer Data Platforms (CDPs). One such CDP, Segment, released a product they are calling Customer Data Infrastructure (CDI). The CDI will help by collecting data from all sources and processing it in a way that adheres to organization compliance as well as quality standards. This not only saves engineers and marketers time, but also protects companies from data mishandling. It may not be the most exciting part of marketing or analytics, but it’s absolutely critical to get right because it enables so many capabilities downstream.

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.


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