As the boundaries between enterprise marketing technology and the ad stack continue to blur, digital marketers demand systems that “do more.” With first-party datasets that sit close to the consumer – these often include purchase and interaction histories – CRM data is especially attractive to digital advertisers. Conversely, access to broader demand signals and third-party […]
Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]
With his company’s roots in lead generation, Vizury CEO Chetan Kulkarni is unequivocal about the importance of first-party data and the value it can create for advertisers. But, before one can begin using first-party data effectively, Kulkarni suggests defining it. “Let’s say we’re talking about a transaction – for first-party data, you need to ‘map’ […]
Facebook is taking aim at small and medium-sized businesses with the latest update to its Custom Audiences database-matching program. In addition to the current setup, advertisers will be able to use Custom Audiences in a simplified way through the Ads Create tool. “To use Custom Audiences, advertisers had to use Power Editor or have access […]
Facebook has made steady progress on closing the loop between media spend and consumer transactions, according to Brian Boland, the company’s VP of ads product marketing. “Digital marketers expect accurate reach,” Boland said in a presentation at the DMA 2013 annual summit in Chicago this week. More and more are “expecting proven results. They’re now […]
Rockfish has added 100 staffers since its acquisition by WPP Digital in 2011, expanding from its anchor office in Arkansas to Chicago, Austin and Atlanta. Now the agency is in the midst of constructing a digital CRM practice. Citing growing client demand for CRM-related services, Rockfish’s SVP & Chief Strategy Officer Dawn Maire noted a […]
LiveRamp, a company that takes offline marketing data and matches it with online advertising, continues to find ways to blend in customer relationship management into the digital mix. The company is releasing a CRM data onboarding software product, called GetOnboard, that helps tie online and offline, as well as CRM and advertising, more closely together. […]
The use of data tied to a consumer’s brand loyalty remains data-driven “gold” to marketers. And as addressability propagates across digital and offline channels, the importance of a loyalty strategy only strengthens. In early July, Alliance Data’s data-management and marketing company, Epsilon, announced (see the release) that it had been chosen as the technology platform for Dunkin’ […]
Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]
With digital marketing budgets expected to rise this year, customer relationship management (CRM) software vendors are ramping up their pursuit of paid media budgets. “Marketing is perhaps the hottest area in the customer-facing realm right now, and it is evident the place has multiple holes to fill and many approaches to take,” observed Paul Greenberg, […]
