W2O’s Digital Analytics and Marketing Technology Weekly Roundup: 10.23.18

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.


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Matt O'Rourke
Matt O'Rourke

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