The Value of Blending Email Marketing and Addressable Advertising

Based on a recent whitepaper by The Relevancy Group sponsored by Merkle, we will detail how email marketing can be utilized in addressable advertising. The research measures how marketers are approaching targeting and we will outline useful tactics.

Questions that we will answer on this webinar:
● How has the online customer experience changed to make addressable advertising more acceptable?
● What are the necessary tactics to blend CRM data with anonymous visitor information and make addressable advertising possible?
● What role does email marketing and marketing services play?
● What are the steps to improve the sophistication of utilizing email and CRM data with addressable advertising?
● What is the revenue upside to blending email marketing and addressable advertising?

Speakers:
• David Daniels, CEO & Founder – The Relevancy Group
• Jose Cebrian, Senior Vice President and General Manager of Email and Mobile – Merkle

Register today. All registrants will receive a recording of the webinar and a copy of the research report

EiQ 2018, A Wonderful Gathering of Email Marketers

Last week I attended the second annual EiQ gathering in Atlanta.  The event is underwritten by BrightWave. Last year I was honored to keynote the inaugural EiQ event.  This year in an enjoyable game of Family Feud that closed out the event, I was team captain of the “Dot Coms.”  Although my team lost, it was fun and host Simms Jenkins wore his best Shinesty suit, which only added to the hilarity (photo evidence below).

FamilyFeud at EiQ

The day started with a rousing funk brass band and Simms took us through the importance of the email marketing and that email is indeed the center of the digital universe.

EiQ is my favorite email conference. Why?

  • Networking: Beyond seeing old friends and making new ones I had the pleasure of interacting with major brands and innovative upstarts. The vendor pavilion was packed and it was wonderful to connect with The Relevancy Group clients, e.g. Adobe, Return Path and discuss the latest offerings from friends at BriteVerify and Movable Ink.
  • Content: This is not your typical email conference, the content is compelling and email EiQengaging. From the lessons of powerhouse brands, e.g. Coca-Cola, Google, and Pinterest, to those of innovative upstarts like Shinesty and Peloton this industry veteran learned a few new email tricks. There were some fantastic panels on how to avoid mistakes and react to them when they happen.  One of my favorite panels was led by Justine Jordan of Litmus. Her panel “Email Production and Process Hacks” was very insightful and people were buzzing about it later that evening.  Check out #EIQgathering on Twitter for more highlights.
  • Awards: Who doesn’t like to get an award.  For the first time, EiQ presented two awards. The Whiz and The Maverick. Congratulations to Seth Westfield, The Maverick and Carly Maddock The Whiz. In addition to the honor, EiQ award winners get a lifetime complimentary pass to the EiQ Gathering.  That is a nice touch.
  • Production Value and Location: I love Atlanta in the spring. The event is a high-end affair. Hosts Simms Jenkins and Titania Jordan are excellent.  I speak at many events and the EiQ behind the scenes tech/av and speaker wranglers were among the best I have experienced.

Congratulations to Simms and the BrightWave team.  I look forward to EiQ 2019.

Until next time,

David

 

 

David

 

Steven Hawking Mulls AI at Web Summit: Will It Save Us or Destroy Us?

Steven Hawking Mulls AI at Web Summit: Will It Save Us or Destroy Us?

by Dianna Dilworth

The tech community must adopt responsible AI development in order to ensure that advances in technology benefit humanity and don’t destroy it.

This theme of responsibility towards the promise of technology and awareness of the perils, echoed through the presentations during the opening night at Web Summit in Lisbon this week.

Keynote speaker Steven Hawking, who was teleconferenced in to the show, said that AI could either the best or worst thing to happen to humanity. The reknowned scientist pointed out that AI computers could surpass humans intellectually within a few decades, which means that we have to begin to establish regulatory and ethical rules today.WebSummit

“I am an optimist and I believe that we can create AI for the good of the world,” he said. “That it can work in harmony with us. We simply need to be aware of the dangers, identify them, employ the best possible practice and management, and prepare for its consequences well in advance. Perhaps some of you listening today will already have solutions or answers to the many questions AI poses.”

Nuno Sebastião, Feedzai CEO and co-founder, who introduced Hawking said that his company is pushing the industry to adopt an AI code of ethics to build systems which “are fair, verifiable, benefit society, and do no harm,” but did not elaborate on what those look like.

Bryan Johnson, founder of Kernel, a company which is developing tools to better understand the brain in order to treat neurological diseases, called for data privacy rights. He compared the innovations coming in the next decade or so to a category 5 hurricane about to bear down. He stressed that if we prepare for the upheaval, we can make the most of the new opportunities. In the new era, in which he imagines interfaces will be able to stream thoughts and fantasies in real time, that data privacy should be a human right.

But practically speaking, will companies actually embrace rules or will they claim that regulations stifle innovation and competition? Kara Swisher, executive editor of Re/code, interviewed Margrethe Vestager, European Commissioner for competition at the European Commission, about her tough challenges. One of the major issues facing the Commission today is the fact that corporate taxation was invented when a company was physically present in a country. In today’s digital world, in which companies can exist in a country with only a server, the rules need to be rewritten, said Vestager.
As we saw in the revelations in the Paradise Papers this week, tech leaders like Apple can move their money to avoid taxation. The group is working on new ways to write regulations that takes into account the modern economic world, which involves more transparency in the full history of a company in order to establish fair taxation.

As a European, Vestager is confident that people want democracy more than they want technology and says that technology must work for us or it won’t work at all. She says the next issue is whether we can trust technology or not. “If we don’t relearn to trust technology then we’ll never make the most of the potential,” she warned.

Antonio Guterres, secretary general of the UN, called for the tech industry to team up with governments, academia, scientists and citizens in order to plan for the changes technology will usher in. As technology takes away jobs previously done by humans, we must prepare for the consequences. “Science and technology are not value neutral,” he said.

But Guterres warned that traditional forms of regulation can’t respond to the fast changing world we are facing with new technologies, so we must establish new forms of discussion groups to help respond to the inevitable change that tech will bring.

The opening night ended on a hopeful note. António Costa, the prime minister of Portugal and Fernando Medina, the mayor of Lisbon, presented Paddy Cosgrave, Web Summit CEO, with a compass. Speaking about Portugal’s rich history of ocean exploration, they called on the technologists in the audience to set out on the next “great adventure to connect humankind.”

The Intelligent Email Event – EiQ

It has been a busy few weeks and this conference season is just getting started.

The week before last, I was the keynote signature speaker at EiQ, The Intelligent Email Gathering #EiQGathering. BrightWave and their founder, CEO Simms Jenkins were the guiding force behind this event. My own The Marketer Quarterly (TMQ) was a sponsor of the event that entitled all participants to a  branded slap bracelet that includes a 2 GB USB drive, some of that space is packed with our research and the latest issue of TMQ.

I was honored to be askedDrumming to keynote the innagural event, where I presented new research, “The Connected Consumer.” Just before I took the stage, EiQ kicked off with a local drum core marching band (right).

Then after a lovely introduction from Adobe’s Bridgette Darling, I marched on stage. What was most interesting to me as the signature speaker was William Warren, Founder of The Sketch Effect.

William was stage left and there he listened to my presentation, coloring, capturing it and turning my presentation into a work of art.  If I had seen what was going on while I delivered my talk I would have lost my place. I knew William was doing something, but was not told by the event organizers what he was doing. William went on to do this all day long for every speaker and/or panel.  Well done, EiQ. Sketch Effect

After my keynote presentation, Simms Jenkins started the Q&A, one of the questions included “Is Privacy Dead?” My answer may shock you – and you can find much of that Q&A on my David DanielsTwitter handle under #EiQGathering. That was a fun, quick discussion on the state of affairs.

The event was sold out to capacity, 300 people for a first time event in Atlanta (ATL) is a great turnout.  There were many local brands but The Relevancy Group VP of Research Nick Einstein and I were not the only ones to fly into ATL for the event. There were great cocktail parties and speaker dinners. Thanks @Brightwave.

With little exception, the event went onto be very tactical with lessons and innovations from brands including Staples, Pinterest, Zillow, CarMax, Panera Bread and many more. We all enjoyed that level of detail and these learnings were ultimately integrated into a final Jeopardy Game.

Next up, the Bill McCloskey’s “Only Influencer” Email Innovation Summit in Las Vegas, where I will be keynoting day 2.  After that I hope to see you in New Orleans at the eec’s Email Evolution Conference … and if you are not there, err; see our events page as we continue to travel.

Until next time,

All the best,

David

 

 

David

A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David

A Week With Watson

watson

Last week I joined the tens of thousands of customers, partners, and employees who descended on the MGM Grand and Mandalay Bay in Las Vegas for the IBM Amplify and InterConnect conferences. It was a valuable opportunity to get the latest from one of the most respected companies on the planet and proved to be time very well spent.

It’s no secret that IBM has had challenges growing revenue in recent years as the tectonic shift towards cloud computing disrupted many of their core businesses, but times are changing, and the tech behemoth presented a compelling case this week that they are well positioned to help today’s enterprises capitalize on tomorrow’s opportunities.

Enterprise Strength + Security

When Ginny Rometti took the stage on Tuesday to interview business leaders and IBM partners [including Marc Benioff, Chairman and CEO, Salesforce, Randall Stephenson, CEO, AT&T, William Cobb, CEO, H&R Block, and others], she made it quite clear that the IBM cloud was built to support the enterprise at scale. With the volume of mobile data on AT&T’s network growing at a pace of 40% month over month, Ginny illustrated that tomorrow’s challenges present big opportunities for businesses that can manage this growth with agile and scalable solutions. With the vast majority or the world’s credit card transactions, airline tickets, and stock trades running through IBM systems, the crew in Armonk certainly knows scale and has proven that they’re serious about security.

Cognitive is Here

Watson is at the core of virtually everything IBM does, and this week in Vegas we saw a lot of exciting ways in which artificial intelligence and cognitive processing have been implemented to drive value across business verticals.

Most of us are aware that Watson is a great chess player and has beaten some of the best in the world. Many of us have read about how Watson has helped doctors more easily identify anomalies in huge data sets and aid in the diagnosis of diseases of all sorts. Few of us, however, realize that Watson has learned the US tax code, line by line, and marries those data with those of virtually every tax return ever prepared by H&R Block [nearly 700 million] to find incremental deductions and help H&R Block customers proactively plan for their upcoming tax year to minimize tax exposure.

Watson has also begun to learn marketing. Watson Content Hub uses cognitive intelligence to automatically tag content in ways that make it easier for marketers to ID and leverage it, driving efficiency and efficacy. Watson Marketing Insights [which just went live in GA on Friday, Mar. 24], leverages a cognitive engine to help marketers more easily identify and activate specific customer segments. It can, for instance, comb through cross-behavioral customer data, select those most likely to churn, and then build segments to be passed along to Watson Marketing or to any number of partners for omnichannel activation. While in its infancy, I believe it could very well grow into an indispensable tool for marketers who are increasingly forced to deal with more data than they can effectively manage.

Smart Technology + Smart People

It was easy to get swept away this week by the almost science fiction like possibilities of cognitive computing and artificial intelligence, but everyone from Ginny on down reiterated that it takes smart people to leverage smart technology. Watson is an excellent pupil, but only learns when he is taught by good teachers who leverage a solid curriculum. Marketers looking for a silver bullet may be disappointed, but those in search of tools to better manage their business in the age of ‘big data’ may very well find a perfect partner in Watson.

Kudos + Thanks

Kudos to the team at IBM for producing an epic event, and thanks to all the team members who made the time to meet with me and give me the latest. Special thanks to Stacy Kirk and Silvia Galgano on the AR team for the hospitality and access; this Einstein had a great week with Watson.

For those who wish to dig deeper into the event, check out the recordings and resources online.

Webinar on Consumer Email Marketing Behaviors

Webinar: Handle with Care: Consumer Email Marketing Behaviors

Join The Relevancy Group’s CEO & Founder David Daniels and VP of Research Nicholas Einstein on 2/22 at 1PM when they will take you through this latest research.

We wilWebinar Wednesdaysl Answer these key questions and more:
– Is email still a pervasive communication tool and if so are millennials utilizing it?
– On which devices is email consumed?
– What are the primary concerns for consumers when getting email marketing messages?
– What drives email marketing subscriptions and how many brands do consumers subscribe to?

We’ll talk relevance and what consumers love and hate about the email inbox and email marketing messages. This webinar is based upon new research from The Relevancy Group. Register today and get a copy of the webinar recording which contains new consumer data.

handle-with-care-email-consumer-behaviors