A-From MTT

Protagonist adds action tools to its narrative analytics for brands

A-From MTT, Channel: Martech: Marketing, Machine Learning & Artificial Intelligence, Marketing Tools, Marketing Tools: General, SEO BLOG /

In April, San Francisco-based Protagonist launched an AI-powered platform that looked at online articles and comments to find the “underlying beliefs and motivations of consumers.” These messaging narratives were then made available to inform a client brand’s marketing strategy. Protagonist defines narratives as “deeply held beliefs that drive human behavior.” The company’s technology was originally […]

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Amex and Acxiom create a prediction engine based on purchase data

A-From MTT, Channel: Martech: Analytics & Data, Machine Learning & Artificial Intelligence, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

American Express (Amex) tracks about a trillion dollars in annual spending. This week, it is announcing a new effort with data service Acxiom — called Predictive Intent Segments — to use that spending data to predict which individuals are likely to buy certain products. Let’s say you’re a bike manufacturer that wants “to find households

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Everything you need to know about the IAB ads.txt initiative

A-From MTT, Blockchain, Channel: Martech: Marketing, Martech Column, SEO BLOG /

We’ve all been exposed to a dodgy online shopping situation, or caught out by a vendor that definitely didn’t have access to the official merchandise they claimed to sell. Just ask this guy: But, while receiving a not-as-advertised fashion item can make for a funny story, when your business relies on something you can only

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Persado now generates emotionally-targeted marketing messages for individuals

A-From MTT, Channel: Martech: Marketing, Email Marketing, Marketing Tools, Marketing Tools: General, SEO BLOG /

Persado is the kind of tool that can make copywriters and other creatives nervous. Founded in 2012, it employs artificial intelligence to generate emotionally-targeted marketing text for emails, snail mail, Facebook newsfeed ads, landing pages, display ads, and even messages on receipts from checkout counters in stores. It’s not too difficult to imagine a time

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Don’t creep me out! Here’s how to get personalization right in programmatic

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

Programmatic is one of the most exciting channels for personalization. We have lots of data at our disposal, which we can use to tailor to whom we show ads, when we show it to them, and what we show them. Amazing. But not always amazing. There’s a fine line between relevant and creepy, and if

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Is your martech stack keeping pace with changing customer behavior?

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience. Delivering a great customer experience requires marketers to do two important things. First, marketers must

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The disruption of attribution is coming

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

Attribution, hold onto your metaphorical hat. For years, the art of determining which marketing effort led to a sale has been performed inside a black box that may have contained as much magic as science. Marketers have had the unenviable task of finding out, for instance, what impacted all those people to buy those blue

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A look at 3 use cases

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

More and more marketers are using mobile location data to target their ad spend: In 2015, eight in 10 marketers worldwide used location targeting for mobile advertising, according to eMarketer. In the near future, mobile location data will saturate media buying and attribution reporting in the mobile-first era, becoming a fundamental characteristic of advertising. But

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Increasing expectations will alter the media agency’s paradigm — and brands will feel that shift

A-From MTT, Channel: Martech: Advertising, Martech Column, SEO BLOG /

Media agencies are facing tremendous pressure these days, much of it stemming from marketer expectations. And though few marketers may feel sympathy for those pressures (who doesn’t feel heat these days?), it behooves them to step into the agency’s shoes for a minute or two. After all, as industry shaker Rishad Tobaccowala, now serving as

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