Last summer, Tobii Pro announced an integration between its eye-tracking tech and the HTC Vive headset. This allowed eye-tracking precision for marketers looking to understand exactly what consumers were viewing as they “walked” through virtual environments like simulated grocery stores. But, Director of Research Tim Holmes told me, setting up the heat maps or tracking […]
Tobii Pro releases analytics for its eye-tracking + VR Read More »
For marketers, the biggest issue with third-party data is quality. Usually, the only way to test the quality is to run a campaign and see if the data delivers results. This week, identity resolution provider LiveRamp is out with what it describes as the first data scoring initiative for third-party data segments. The initiative makes
LiveRamp adds outside quality scoring to its third-party data marketplace Read More »
The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.” The charter follows a data manifesto issued by the organization earlier this year. Last year, programmatic advertising platforms were schooled both verbally and
WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’ Read More »
If you read these pages regularly, you know that the General Data Protection Regulation (GDPR), a European law that governs the handling of European Union (EU) members’ data, will come into full force on May 25. But even with all the coverage — and there’s a lot — we’re still unclear as to how the
In the hubbub over all the new technologies, the workhorse marketing automation platforms keep doing their jobs. And in “Marketing Automation Technology Forecast, 2017 to 2023 (Global)” [available for Forrester clients only], its first such report on this space, research firm Forrester predicts that spending for these kinds of tools will grow vigorously over the
In 2014, Lithium acquired Klout, the online reputation service, for what Fortune magazine reported was a $200 million price. The enterprise social community service said at the time that Klout could help its communities determine who has authenticated expertise when they deliver recommendations. Last week, Lithium announced it had decided to “sunset” the Klout service
Lithium will ‘sunset’ its Klout service on the day GDPR launches Read More »
Since 2006, Fuel Cycle has made its living as an online audience research platform, helping brands get opinions from actual or would-be customers. Now it is heading in a new direction, having launched a Fuel Cycle Exchange (FCX) that integrates third-party analytical and other tools via an API. The Los Angeles, California-based company compares this
Marketo has acquired performance management software Bizible, the company announced Monday at its annual conference, the Marketing Nation Summit. The merger brings together two companies that are well-known in the industry for the services they provide. Marketo is an enterprise-level marketing automation provider, and Bizible is known for its ability to provide attribution for conversions
Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform Read More »
Over the last year, Sprinklr has repositioned itself as a customer experience cloud, centered around its former role as a social media listening and management platform. In another move to boost its capabilities, the company is this week adding the first installment of an artificial intelligence layer to its platform, called Intuition. It initially tackles
Sprinklr adds AI to its customer experience platform Read More »
6sense, which helps marketers generate and manage B2B leads and accounts, announced earlier this week it has completed the purchase of ZenIQ, which also helps marketers manage leads and accounts. The question is: What does 6sense get from the acquisition that it didn’t have already? “We were looking to complete our platform,” 6sense CEO Jason
Here’s why 6sense bought ZenIQ Read More »
