News About Finding & Keeping Customers
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Method Media Intelligence, Inc. “MMI,” a New York based developer of ad measurement & analytics SaaS offerings, has developed and released an innovative approach to meet the growing demand for deterministic quality checks in the CTV ecosystem. Drawing upon 2+ years of ad activity, proprietary technology, and innovative data science, the MMI technology extension, called MAP-ACT, provides guidelines on how core partners can navigate the messy CTV measurement landscape. MAP-ACT facilitates confident investment decisions and future proofs any developments in the advanced TV marketplace.
“We are excited to kick off 2023 by announcing MAP-ACT, a long-term solution to privacy-safe measurement and verification for CTV/OTT Ads. The previous two years of increased streaming activity naturally provided us with a rich dataset to study extensively. I’m extremely proud of what our diligent team have created after persistent cycles of examination of otherwise undervalued datasets,” says Founder & CEO, Shailin Dhar.
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The sector has seen waves of new SaaS and packaged services, often sold as technical cure-alls. In reality, there is no fully automated technical solution to the data transparency problems facing advertisers spending on CTV. What is needed is a more comprehensive and realistic approach. One that (i) utilizes the natural by-products of available technology, (ii) utilizes flexible persistent analytics which are automatically updated and “baked fresh daily,” and (iii) leverages supplementary datasets from CTV marketplace partners.
M.A.P refers to the three-pronged approach of combining the impact of measurement, analytics, and partnerships. A.C.T refers to both the application in Advanced & Connected Television and the Anti-Counterfeit Tactic approach in this semi-automated analytics model. The ACT model employs transactional verification scrutiny at the four relevant levels: Event, Entity, Volume, & Value. Theis semi-automated counterfeit ad request detection has shown the ability to reduce exposure to advertising waste by 35% in direct buys, and 60% in programmatic buys.
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MMI’s MAP-ACT monitors every “ad event” and their associated datasets. Any individual ad event that does not meet baseline requirements is flagged as suspicious. “In this environment, data signals are just as important as bots,” says CEO Shailin Dhar. “CTV ads are not impacted by bots but counterfeit server-to-server requests that do not presently have any quality oversight. The approaches used by 1st generation verification providers do not translate successfully into streaming ad environments. We have utilized a natural by-product from our core technology and built upon the signals provided. Telemetry from hardware and operating system signals, as well as supplementary data, allows us to provide transparency for our clients. And we can do so at different levels – at the ad event level itself, for supply path assessments, or extra analytics based on the volumes or values associated with client spends.”
This new offering showcases MMI’s continued device-focused measurement approach, which is not only privacy-safe but also computationally efficient and available immediately for selected clients.
Connected Consumer
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Consumers have changed. Since the onset of the pandemic, everything marketers used to know about CX, loyalty, and marketing has completely flipped. Now, in the era of bolstered commerce strategies and economically savvy consumers, brands need to know how to accurately plan and target in this new world of consumerism. The biggest thing brands need to understand, is experience is everything.
I will be connecting with Courtney Trudeau, vice-president of technology at Merkle, to discuss what delivering an unparalleled experience for customers looks like – and how brands can do it. Courtney is a marketing technology leader with over 20 years of agency and in-house experience, guiding digital experience strategy, B2B & eCommerce website development, and driving marketing technology strategy and implementation. She’s been with Merkle, the leading $2B CX agency part of Dentsu, for just over a year.
Gary Drenik: Last year’s imperatives were all about data, measurement, and loyalty. What sets this year’s imperatives apart from last year? It seems the focus this year is on scaling your business through tech, data, and commerce ecosystems.
Courtney Trudeau: Last year, we talked about creating a value exchange with data, using measurement as a catalyst for change, and commerce + next generation loyalty. This year, we expand on those themes to discuss scaling CX delivery and building lasting customer relationships in an uncertain future. We provide explicit examples of how to manage and grow your customer data, activate it in novel ways, and create that “total commerce experience.” This year is much more tactical. We’re not using high barriers to entry as an excuse for being unable to scale your CX vision; we’re telling the audience to look at what they own and already use, examine the skillsets their employees have, and devise new ways to connect with their audiences by leveraging these existing assets.
Drenik: What are some trends Merkle has been seeing that allude to brands needing to invest in a vision?
Trudeau: With so many brands, silos still exist across departments, data storage, tech usage, and vision for CX. These silos inhibit ideas such as total commerce experience. For example:
Second, we’re seeing that consumers inherently trust many online environments. Brands need to harness this trust before it’s lost. According to a recent Prosper Insights & Analytics survey, a majority of Gen-Z, Millennials and Gen-X consumers, and nearly half of Baby Boomers, are banking and browsing information on their smartphones. This indicates trust (banking data is sensitive), and we’ll likely see an increase in activity on smartphones/all internet connected devices, making even more data susceptible to privacy law. Consumer trust should be a piece of every CX vision and marketing strategy.
Prosper – Smartphone Activities
Prosper Insights & Analytics
The Prosper Insights & Analytics survey also shows an increase in consumers’ willingness to shop for generic products to save money. This increase could pose a threat to brands that haven’t made it a priority to clearly articulate the ways they make their consumers’ lives better/easier.
Prosper – Doing any of the Following Due to Price Increases
Prosper Insights & Analytics
Drenik: The imperatives discuss needing to own your data in a cloud-based environment. What are the benefits to this approach and what does it mean for the future of marketing?
Trudeau: A cloud-based environment is the crucial foundation for delivering a fully connected, more personalized customer experience. Storing customer and prospect data in a central location that is accessible across the organization – from marketing to sales to commerce to service – helps to facilitate analysis and inform decision making. It allows linkage to other pieces of technology for successful activation. Having a single source of truth fosters greater hygiene, which reduces waste and inefficiencies. Storing your data in the cloud is also more scalable and safer, offering unlimited storage capacity and processing power, and employing robust security measures to protect against data breaches and other possible threats. The strength and flexibility of cloud storage allow marketers to adapt to a future filled with ever-changing challenges and opportunities.
Drenik: How can brands build off of existing technology to make customer experiences even better?
Trudeau: Even as machine learning and artificial intelligence become more mainstream, there is an important place for human influence in marketing decision making. It’s vital to ensure that someone with a tech/data background is feeding and optimizing existing tech to produce intended results. Make sure your technology is ingesting the information needed to make it work. Diligently articulate your CX vision and map it back to specific actions that the technology takes. Marketing and IT simply can’t live without one another, and the days of marketing and IT divergence are over; coming together for a common purpose will be the difference between winning and losing.
Drenik: What are some of the most under hyped – and over hyped – marketing trends?
Trudeau: Some of today’s trends in marketing are receiving hype that can mislead marketers. It’s easy to be enticed into implementing one of the latest shiny technology solutions or platforms (think metaverse, CDPs), only to be disappointed in its lackluster performance because you don’t have the vision, organizational structure, or expertise to support it. Of course it’s important to stay on top of innovation and plan for the future. But spending too much time and money on unproven or underdeveloped technologies can distract brands from today’s proven strategies and sabotage growth potential.
But some other trends with the potential to significantly change the customer experience game may not be getting enough attention in the marketplace (e.g., cloud solutions, ethical AI, and identity management). Connected cloud solutions have elevated CX by enabling the comprehensive integration of virtually limitless amounts of data. This allows seamless collaboration among different cloud-based tools, systems, and teams across the enterprise, greatly improving efficiency and productivity. With the increasing use of AI, it is becoming more and more important that marketers use responsible and transparent methods to prevent bias in decision making and avoid leaving potential customers on the cutting room floor. And identity management underpins all of the most effective CX strategies; without it, data can be disjointed, inaccurate, improperly secured, and susceptible to deprecation. The careful handling and protection of customer data is rule number one for earning trust and building loyalty.
Drenik: What’s the one thing every brand should be doing in 2023?
Trudeau: Every brand should be articulating an enterprise-wide CX vision and ensuring that every person at the company knows about it and shares a passion for it. Everything stems from there. And the only way to define that culture of shared passion and gain traction in the organization is to start at the top, with a CX vision that is supported and championed by leadership.
Drenik: Thank you, Courtney, for all your insights and perspective on what building a great CX strategy looks like and how brands can do it. Ensuring data and technology aren’t siloed, that trust between brands and consumers isn’t broken and that all departments are interconnected via cloud will build the solid foundation marketers need to set themselves up for success. AI and machine learning tools, technology almost every brand is already investing in, can help brands continue to build by creating new targeting models for the new consumer world. At the end of the day, an enterprise-wide CX strategy, is a winning CX strategy.
Courtney, it was great to have you here and we look forward to seeing brands put this advice into action in 2023.
AppDirect, the world’s leading B2B subscription commerce platform, announced the unification of its AppSmart advisor business under the AppDirect brand.
The AppDirect platform powers more than 10,000 advisors and 5 million subscribers with tools to simplify and scale how they sell, buy, and manage technology. More than 1,000 providers offer thousands of products in our AppDirect catalog—the largest and most diverse offering in the industry—and many of them also operate their own custom B2B commerce ecosystem.
“Unifying every key element of our ecosystem is a pivotal stepping stone in achieving our mission to simplify how customers buy, sell, and manage their technology,” said Nicolas Desmarais, Chairman and CEO, AppDirect. “Our advisor support teams will remain consistent through this unification while our company overall will continue to work on ground-breaking approaches and technologies to help our customers grow and thrive,” he added.
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For example, AppDirect is working on innovative tools that will allow the 1,000 providers whose products are listed in its catalog to better manage their marketplace offerings, package their products, and expand their routes to market. This is essential for providers who are looking to differentiate themselves and find new ways to monetize their products.
AppDirect has already made significant improvements as a result of its unification, recently launching a unified experience for advisors that gives them access from a single dashboard to every type of service offering—cloud, telco, and energy. This level of integration is unique in the industry and greatly simplifies advisors’ ability to cross-sell services and create solution packages that deliver the ideal technology stack to their customers. From their dashboard, advisors have one-click access to manage every element of their business with providers, customers, and AppDirect, with immediate access to quotes and commissions and to the back-end tools they need.
“AppDirect has proven once again that it will stop at nothing to evolve and innovate in order to meet its customers’ needs,” said Chris Arsenault, Partner at Inovia Capital, an investor in AppDirect. “Very few players in any industry bring the vision, intensity, and commitment that AppDirect leaders bring to create value for everyone involved. We’re delighted and proud to support AppDirect in its endeavors and are confident in its direction,” he added.
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Talkdesk®, Inc., a global cloud contact center leader for customer-obsessed companies, is helping Virginia-based financial cooperative Apple Federal Credit Union deliver more personalized, caring, and friendly service using the Talkdesk Financial Services Experience Cloud™ for Banking, a unique customer experience platform purpose-built for industry-specific needs.
With a nearly 70-year legacy of improving lives and fulfilling dreams, Apple FCU currently serves more than 240,000 members across Northern Virginia with 21 branch locations, as well as mobile and online banking. In recent years, the award-winning financial institution has been working towards introducing more strategic automations across their Member Solutions Center (MSC) and adopting an omnichannel approach to member communications. When the pandemic arrived, like many organizations, they accelerated their technology modernization efforts and firmly set their contact center on a course for the cloud.
The move to a cloud-based contact center allows Apple FCU to evolve beyond basic, legacy telephony and a traditional on-premises mindset. A key goal for the organization was building a hybrid work environment that provides member service agents with the flexibility to work remotely or on-site at the Fairfax headquarters. Apple FCU’s commitment to member service excellence also necessitated that the solution offer advanced self-service automation capabilities to empower members to engage whenever and wherever they choose, across a variety of channels. A final make or break factor in the search for a new solution was integration with Microsoft Teams.
By leveraging Talkdesk Financial Services Experience Cloud™, Apple FCU can meet the demands of today’s digital world and seamlessly adapt to new challenges in years to come. Omnichannel and artificial intelligence (AI)-infused, the Talkdesk platform is integrated into Apple’s Jack Henry Symitar core to drive superior self-service and assisted service experiences. The Talkdesk solution for Apple FCU additionally includes Talkdesk Workforce Management™ with AI-powered capabilities, machine learning, and automation to optimize scheduling decisions and reduce administrative effort. Apple FCU also selected Talkdesk Agent Assist™ to provide real-time support for agents during member contact, regardless of channel. The tool’s automated, searchable call transcripts further supports agent coaching and training. Talkdesk Microsoft Teams Connector, another component of the solution, enables deeper collaboration between member support agents and other Apple FCU teams.
Looking ahead, MSC leaders at Apple FCU expect a large number of the 33,000 member calls they field each month to result in quicker resolution through self-service automations, and they anticipate increases in chat volume as virtual agent technology is introduced. These strategic automations will free up agent bandwidth to focus on the more complex member queries, and leave ample time for Apple FCU to focus on the individual member care and service their reputation is built on.
“Apple has always been known for our commitment to personalized service. We want our member experience to be as consistent and seamless as possible across channels, especially as the financial services world moves towards an increasingly digital-first banking experience,” said John Wyatt, chief information officer, Apple Federal Credit Union. “Financial Services Experience Cloud provides an omnichannel platform that supports our agents with a more efficient way to work, and gives our members more freedom to connect with us anytime and anywhere.”
“Legacy infrastructure, fragmented data, and siloed technology make it impossible for many credit unions to offer more modern experiences to their members.” said Andy Flynn, senior vice president, industries strategy, Talkdesk. “With strategic use of AI and automation, Apple Federal Credit Union is introducing new innovations to deliver the digital experiences members demand, while maintaining the human touch members value. Talkdesk is proud to partner with Apple FCU to help accelerate time to value for their investment and transform their member experience.”
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Chris Fritsch and Stefanie Marrone recently hosted a master class on tips and trends in marketing technology. They shared best practices for picking the right email marketing tool, how to redefine CRM adoption, the rise of artificial intelligence in content marketing and various ways you can let your lawyers be lawyers rather than having them get bogged down by technology. Here’s a recap of some of the topics covered.
Given the shifts in law firm marketing due to social distancing, we can continue to see firms and organizations implement a digital-first strategy. Most firms are not fully in-person anymore, so firms are balancing in-person business development and marketing strategies with their digital counterparts. For example, some firms are shifting their focus from attending many in-person conferences to hosting their own webinars to develop relationships and share knowledge.
While many law firms already planned to create and implement a digital strategy, the pandemic’s long-lasting effects have caused them to place greater importance on their digital strategy. This is also being observed outside of legal, as many businesses are accelerating the development of digital strategies through acquiring email marketing tools, switching or obtaining CRMs and other marketing automation tools.
Interestingly, outside of legal, marketing budgets have begun to exceed those of the IT department. Marketing departments are receiving a greater allocation of the marketing budget in order to execute various pieces of their marketing plan as they put a greater emphasis on digital channels.
Some of these plans involve implementing marketing technology that may be new to the firm. Implementing new technologies can be a challenging and time-consuming process without the right resources, so firms may be willing to allocate more of their budgets to the marketing department in order to ensure the success of such initiatives, whether by outsourcing martech managers or hiring in-house.
One of the marketing technology trends we continue to see is a rise in outsourcing for various CRM or marketing technology positions. These include CRM managers, CRM help desk staff and data quality stewards.
Outsourcing CRM and martech positions has many benefits for firms that may not have the resources to hire in-house staff that extends beyond just cost savings.
Outsourcing allows firms to choose which resources they need for ongoing full-time positions and/or to staff a limited-scope project. Most outsourcing service providers can quickly get up to speed on client goals and can work more efficiently than internal resources who have other responsibilities and priorities.
Because mobile web traffic has surpassed desktop web traffic, google and other search engines have put greater importance on the mobile-friendliness of websites. Some law firms have invested in developing their mobile sites as a result and opted for more modern web design and functionality to keep users on their site longer, thus lowering bounce rates.
Email marketing has become an integral communications vehicle for law firms and picking the right tool is crucial. So how do you know which email marketing software to choose? Chris says to make sure the software can integrate with your CRM system. There are several reputable legal service providers that offer this such as Vuture and Concep.
Some law firms are choosing email marketing tools that are not specific to the legal industry, but before you invest in one, ensure they integrate with your current software infrastructure – most importantly your CRM as disconnected data can create data silos, which will hinder your email marketing system’s ability to accurately report on important metrics vital to the health of your lists as well as maintaining a positive sender reputation.
Stefanie notes that many law firms produce high-value content, such as blog posts or client alerts, but to ensure that your target audience is actually receiving them is tantamount. That’s why having an email marketing system that provides useful metrics highlighting the performance of your content, including open rates, click-through rates, bounce rates and unsubscribe rates is important to manage your sender reputation. It’s even more critical to use this information to create a more effective content strategy based on your audience’s preferences.
Understanding how each of these martech trends can impact your firm is essential to be successful today. If you would like to watch Chris and Stefanie talk about these topics and others, watch a replay of their free masterclass here:
Click here to view video.
I’ve heard many a story about people who have decided to spend a day saying “yes” to everything and anything.
There are very real dangers in saying “no” in the marketing technology and operations space. However, let me clearly state that there are certainly times and good reasons for saying “no.”
Nevertheless, there are real consequences of earning a reputation as a dream killer or wall of no. Maintaining positive relationships matters.
During my career, I have seen scenarios where a stakeholder needed, for example, a project management solution. But instead of coming to the marketing technology and operations folks, they went with a tool with a free tier like Asana or Trello.
Sometimes they used their work email address. Other times, they used a personal email address. In some cases, they used the personal email address inadvertently, as that’s the Google account they were logged into at the time.
There are so many other types of systems where I’ve seen something like this occur — like Google Analytics, for example. The user then inevitably invites team members and other colleagues to join them in using the unvetted system.
It is important to point out that in the vast majority of cases, such instigators aren’t trying to foil the best intentions of the martech and MOps teams. Nor are they trying to violate the company’s IT security policies or increase the risk of a data breach.
They simply have a need and have found a free and easy solution for that need. In many cases, they can justifiably argue that the information involved isn’t that sensitive.
They may or may not have deliberately avoided oversight. Sometimes they act out of ignorance, while other times, it is indded done to avoid bureaucracy.
While I’m sure that not all such instances are brought to light, I’ve seen many draw attention. When they are brought to light, the marketing technology and operations folks are understandably frustrated.
The legal and IT security teams are alarmed and typically take measures like blocking company email addresses from being used with the service or blocking the service from the company’s network. Needless to say, drama ensues. Fun.
And let’s not forget all those times when a stakeholder finds a great solution and gets a senior executive to approve it before the ops folks even learn about it.
They either have a need and found a solution or feel that bringing the need to the tech and ops folks will slow them down from helping the overall organization. It is important to harness the Most Respectful Interpretation principle at such times.
Such messes could have started for a number of reasons, but one of them likely is that the instigator was either told “no” or expected to be told “no.” Besides, sometimes repenting after the fact is easier than asking for permission first. Further, as a disclosure, I don’t like it when people tell me “no” as well.
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There are certainly times and reasons when “yes” isn’t a viable answer. That makes it really tough to avoid situations like I’ve explained above. However, some tactics can help.
An important objective is to persuade stakeholders that as marketing technology and operations professionals, we aim to help others succeed — and to do so often and spectacularly.
We don’t slow things down to make careful and thorough deliberations as a power trip, sabotage, or just for fun.
We are bringing a bigger-picture perspective and understanding of tactical and in-the-weeds details involved in pursuing any system or initiative.
We can convey this by following some tenets of the agile philosophy.
A crucial tenet is transparency. If we can provide backlogs and Kanban boards, stakeholders can understand all that’s on our plates.
If, instead of saying “no,” we sit down with the stakeholder to gather requirements and use cases, we can walk through some of the challenges or issues that will arise.
For instance, if a new system needs to integrate well with the CRM, we can work with the stakeholder to see if their desired solution does that well. If it doesn’t, then the stakeholder should have a better understanding of why the answer may end up a “no.”
Another concept that the agile philosophy allows for is iteration. Perhaps a stakeholder has a big ask that others may not have bought into yet.
However, through iteration, a minimal viable product (MVP) or setup could reveal if the bigger ask is worth pursuing. This is when a proof of concept can come into play.
Further, in regard to UX matters, a multivariate testing tool can also provide an easy way to try something out without much effort or commitment.
If an MVP, proof of concept or A/B test yields poor or questionable results, then hopefully, the stakeholder will better understand why their request isn’t fulfilled.
Sometimes “let’s test that” is an even better answer than “yes,” all while avoiding the dangers of saying “no.”
Dig deeper: 3 pointers to navigate the confusing martech marketplace
It is crucial for martech and MOps professionals to understand how to handle such requests, as more people can kill an idea.
As I mentioned, legal and IT security are two prominent players in martech plans. Other actors can include finance, clients, vendors, boards of directors, regulators, partners, device manufacturers — and even customers. That is why fostering positive relationships is so important.
When we engage stakeholders by gathering requirements and accounting for numerous issues upfront, we can prepare the idea for the inevitable scrutiny from stakeholders outside of marketing.
This can help build confidence in the stakeholder that their tech and operations colleagues are indeed looking out for them.
We’ve all been there when either a colleague started using an unvetted system or got blindsided by a stakeholder gaining senior management approval for a solution that we learned about after it was approved and procured.
While stakeholders’ understandable fear of us saying “no” isn’t the only cause of such incidents, it can certainly play a role.
We don’t have to say “yes” to everything to avoid the dangers of “no.” However, by using “let’s test that” or “maybe” and including stakeholders in the deliberation that arrives at “no,” we can hopefully enable them to understand the bigger picture and why their desire isn’t viable at the moment.
Perhaps deliberations may reveal an even better solution requiring less effort. That way, they can view us as allies committed to helping them succeed.
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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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About the author
Steve Petersen is a B2B and B2C marketing technologist. He currently is a member of Wyndham Hotels & Resorts’ Digital & Loyalty Team and has also worked in marketing technology roles at revenue management platform provider Zuora and before that at Western Governors University. Petersen holds a Master of Information Management from the University of Maryland and a Bachelor of Arts in International Relations from Brigham Young University. He’s also a Certified ScrumMaster and lives in the Salt Lake City, UT area. Petersen represents his own views, not those of his current or former employers.
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KnowBe4, the provider of the world’s largest security awareness training and simulated phishing platform, announced the results of its 2022 and Q4 2022 top-clicked phishing report. The results include the top email subjects clicked in phishing tests, top attack vector types, holiday phishing email subjects and more insightful information that reveal the most popular phishing email tactics.
Phishing emails continue to be one of the most common and effective methods to maliciously impact a variety of organizations around the world – everyone is a potential victim. Cybercriminals constantly refine their strategies to outsmart end users and organizations by changing phishing email subjects to be more believable and attention grabbing. This shift in phishing tactics over time is evident in the increasing trend of cybercriminals using business-related email subjects.
Business phishing emails are lucrative and successful because of their potential to affect a user’s workday and routine. These include emails from HR, IT, managers and web services such as Google and Amazon. KnowBe4’s 2022 phishing test results reveal that for the year, nearly 50% of email subjects were HR related, while the other half were related to career development, IT and work project notifications. These types of emails bait recipients into opening them and are likely successful because they create a sense of urgency in users to act quickly, sometimes without thinking and taking the time to question the email’s legitimacy.
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Additionally, this year’s phishing tests revealed the top vector for the year to be phishing links in the body of an email, which has stayed consistent for the last three consecutive quarters. The combination of these phishing tactics is clearly a working strategy for cybercriminals but detrimental to users and organizations as they can lead to cyber attacks such as business email compromise and ransomware.
Along with an increased utilization of more business-related emails and links within emails, the Q4 2022 phishing test also shares the top holiday phishing email subjects. The holiday season is one of the busiest times of year for online activities and cybercriminals count on end users having their guards down when it comes to staying alert and spotting phishing emails. Like general phishing email subjects, holiday phishing email subjects consist of emails from HR and IT, however, they are also tailored to the holiday season and the festivities that typically happen during that time of the year by mentioning holiday parties, gifts, food and more.
“Cybercriminals are smart and pay attention to what works and what does not when it comes to effective phishing emails,” said Stu Sjouwerman, CEO, KnowBe4. “This is why we see email subjects evolve and upgrade over time to keep up with end users and what they may be susceptible to. Phishing emails are a year-round threat and remain a challenge during the holiday season as well – holiday phishing emails are the one gift that no one wants to receive in their inbox. KnowBe4’s phishing test reports emphasize the importance of new-school security awareness training that educate users on the latest and most common cyber attacks and threats. A strong security culture and an educated workforce is an organization’s best defense to remain vigilant and stay safe online from cybercriminals and their attempted threats.”
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