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»marketing clouds

Amperity: When It Comes To Selling CDP Tech, Honesty Is The Best Policy

This is the third in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle and Acquia-owned AgilOne. Amperity is more than happy to explain to clients and prospects what its technology isn’t designed for. Candor helps win deals, said CEO Kabir Shahani, who co-founded the company in 2016. Amperity came out of stealth mode... Continue reading »
by Allison Schiff // March 10th, 2020 //
»
MParticle Says Thanks To The Marketing Clouds For Validating The CDP Space, But Scoffs At Their Solutions

This is the first in AdExchanger’s “Meet the CDPs” series. When mParticle was founded in 2012, the moniker “customer data platform” didn’t exist yet. David Raab, founder of the CDP Institute, wouldn’t coin the term until 2013. And so mParticle jury-rigged a new category for itself in the interim: mobile data automation platform. At the... Continue reading »
by Allison Schiff // February 25th, 2020 //
»
After Sale To PE Firm, IBM Watson Marketing Rebrands As Acoustic

The TDB company that was formed when IBM sold the bulk of its Watson Marketing portfolio to private equity firm Centerbridge in April finally has a name: Acoustic. Acoustic is starting out with a large stable of clients – around 3,500 – inherited from IBM, and a headcount of 1,100. It’s also hiring, with a particular focus... Continue reading »
by Allison Schiff // July 15th, 2019 //
»
Adobe Aims To Beat Salesforce To The Punch With Its CDP, Now In Beta

If you’re a marketing cloud, you’ve suddenly got customer data platform fever. On Monday, Adobe rolled out the beta version of its CDP, housed within the Adobe Experience Platform. Perhaps not so coincidentally, Salesforce will host its Connections conference in Chicago this week, where it’s planning to share more details about its CDP, while Oracle... Continue reading »
by Allison Schiff // June 17th, 2019 //
»
Salesforce Marketing Cloud CEO Stutz On Data, Paid Media And The “Passing Fad” Of The CDP

The marketing cloud landscape has taken big steps into advertising technology and media buying, as with Oracle’s recent acquisitions of Moat and Grapeshot or Adobe’s deal for the video DSP TubeMogul. But Salesforce defies that trend. The company has deferred to partners to provide online advertising. And while rival clouds contend for new data sources,... Continue reading »
by James Hercher // June 18th, 2018 //
»
How Salesforce’s Integration Approach Helps Set It Apart From Other Clouds

Teamwork makes the dream work. At least, that could be the new Salesforce mantra for a suite of cross-cloud integrations and partnerships launched this week as Salesforce tries to separate itself from other leading marketing cloud companies. With so much competition and jargon in the cloud marketing technology space, it can be hard to differentiate,... Continue reading »
by James Hercher // June 14th, 2018 //
»
Mar Tech Preps As GDPR Looms

For mar tech companies, General Data Protection Regulation (GDPR) preparation starts by acknowledging that they handle personal data. Many will insist it’s all de-identified and anonymized, said Omer Tene, VP and chief knowledge officer at the International Association of Privacy Professionals. “But drill a bit deeper and you’ll find that while they might not have... Continue reading »
by Allison Schiff // March 13th, 2018 //
»
LUMA On Omnichannel: It’s Really Starting To Come Together

Brian Andersen, a partner at LUMA Partners, will read the tea leaves on marketing clouds and omnichannel marketing at Industry Preview on January 18 in New York City. Remember when everyone kept predicting the seminal year of mobile, year after year, until the question became moot because mobile was everywhere? The same thing is happening... Continue reading »
by Allison Schiff // January 6th, 2017 //
»
How Bitly Built A Data Platform Out of A Link-Shortening Service

Bitly was known as the de facto Twitter link shortener back in 2008. As that business commoditized – and Twitter, Google and other platforms released their own versions – Bitly recognized its real value was in the data exhaust left behind by its links. That spurred the enterprise platform Bitly OneView, a tool it launched... Continue reading »
by Kelly Liyakasa // December 13th, 2016 //
»
In A Marketing Cloud Space Full Of Goliaths, Apsalar Wants To Be Its Mobile David

With mobile marketing automation sizzling and VC cash flowing, Apsalar is looking to capitalize. On Wednesday, the mobile attribution platform added an audience distribution layer to its stack, effectively enabling its clients to combine the data with the doing. “We’re finding that CMOs want to have everything in one place, not a bunch of point solutions,”... Continue reading »
by Allison Schiff // November 30th, 2016 //
»
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