#RampUp 2017 – the Oscars of the Madtech World

By Peggy Reinders, Principal Analyst

The who’s who of the Madtech world attended Liveramp’s RampUp17 in San Francisco this week. When looking beyond the sea of blue sport coats and black sweaters, it was apparent that everyone was there. CEOs, CMOs, and VPs of Marketing from over 2000 premium brands, adtech vendors, media publishers, analysts, and industry trade organizations were in attendance. Even sales people with no conference badge were hanging out in the Fairmont Hotel lobby waiting to catch a glimpse, or better yet a meeting, with those top execs.  RampUp17 was the Oscars of the Madtech world! A premier event that brought together a glamorous network of players who all contribute in some way to our digital marketing ecosystem.

“Wow” is the leading exclamation used in Oscar speeches.  At RampUp17, “Identity” was the word.

Identity is the connective tissue that allows for coordinated customer experiences and can enable people-based marketing. As much as we love this ideal, after listening to the various sessions at RampUp17, it was evident that we still need to lay the groundwork for it to be understood.

At the end of the day, many Marketers are confused about Identity and how they should approach it within their organizations. There’s an opportunity for the industry to create a common language around Identity, as well as standards, similar to what we have for ad creative. This puts everyone, Marketers and vendors, on the same playing field.

In addition, Marketers can start tackling Identity with their own use cases. Every organization is unique so they should start with building enough of a customer Identity to generate the insights and engagement required for their business. For some, this may be resolving mobile device IDs and physical address.  For others, marrying cookie IDs with their CRM file may suffice.

The Relevancy Group did research on Identity Management methods and found that adoption is increasing.

Here’s to hoping that as we look back at the Best of 2017, the winner is Identity.

Peggy

Webinar Wednesdays from The Relevancy Group – 2017

Join The Relevancy Group every Wednesday for a free webinar on the latest marketing topics. Webinar WednesdaysRegister for all events so that you can hear the recording later.  Many of our webinars come with a research white paper as well.  All Webinar Wednesdays start at 1:00 PM ET. Register for these upcoming webinars.

1/25 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

2/1 – The Future of Relevance and it’s Impact on Attribution Trends.  Join this free webinar with The Relevancy Group’s David Daniels and Nicholas Einstein as well as Zeta Global‘s John Polcari. We will dicuss two of the latest research white papers which will also be sent to all registratiants.  We will discuss segmentation tactics, the rise of People-based Marketing and it means for data management and attribution. This will be a tactic rich discussion.

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Dianna Dilwothby Dianna Dilworth

When you think of the Iberian Peninsula and digital conferences, one town comes to mind: Barcelona, home of the Mobile World Congress. But the government of Portugal didn’t get the memo. Lisbon is hosting the Web Summit this week for the first time (it’s previously been held in Dublin) and 53,000 plus people from 166 countries showed up.

Droves of Portuguese youth stood in lines wrapped around the FIL arena for hours on Monday night and it wasn’t to see Radiohead or Beach House. WebSummit LinesThey were lined up to hear politicians discuss economic policy and the role that technology will play in the future.
The prime minister of Portugal, the president of the United Nations and the mayor of Lisbon were among those that took to the stage to talk about the future role that technology will play in the global economy. (The live stream of the event drew one million viewers, according to conference organizer Paddy Cosgrave, founder/CEO of Web Summit).

The consensus on the stage: governments need to commit to creating the framework that opens the way for innovative technologies to succeed in all aspects of society. The Portuguese government is putting their money where their mouth is: Portuguese Prime Minister António Costa revealed a public fund of 200 million Euros designed to attract the best investors to help Portuguese start-ups become more global.

Web SummitBut tech innovation is not going to come over night in Europe where there are 28 different digital markets due to differing laws, unlike the US where there is one. Resistance to one true digital market is a problem for startups who can’t afford the cost of legal compliance issues against the big tech players, said José Manuel Barroso, Non-executive Chairman, Goldman Sachs International and former Prime Minister of Portugal and former president of the European Commission, arguing that European governments could do more to help.

To inspire European technology entrepreneurs, the conference programmers brought out the tech heavyweights and Hollywood actors. Leaders from Facebook, GE, Tinder, LINE Corporation, Reddit and even Hollywood actor/entrepreneur Joseph Gordon-Levitt
Director, Founder, hitRECord, took to the stage to talk about digital disruption.

Facebook- Web SimmitFacebook CTO Mike Schroepfer opened up the show with the first official keynote on Tuesday morning revealing the social network’s plans for the next 10 years. Facebook’s plans are centered around connectivity (for the 4.1 billion people on the planet that don’t currently have access to the Internet), artificial intelligence and virtual reality. Schroepfer discussed both the challenges and advances of machine learning and why robots are still a long way from being as intelligent as humans. He also showed some pretty impressive advances in virtual reality, like how Oculus and robotics combined are helping people that have lost the ability to walk, reactivate neurons that weren’t damaged so that they can walk again.
When it comes to advertising, leaders from the space discussed that while digital has disrupted transmission, storytelling is still at the core of all good messaging. Facebook CMO Gary Briggs said that while fundamentally you still have to get to the core of what the story is, the number of executions you have to build and how fast you have to build these iterations has changed. He also pointed out that today brands have the ability to target to much narrower audiences stressing the importance of knowing who you are talking to.

Maurice Levy Chairman & CEO, Publicis Groupe concurred that digital has changed the speed with which advertisers must work, and said that data is changing how advertisers understand their audiences. Still, he stressed that machines could never replace human creativity.

Amnesty International’s Secretary General, Salil Shetty, spoke about the importance of privacy Facebookin an ever more connected world. While he praised the advances of technology (the group used drones and crowd sourcing to help expose human rights violations in Darfur and they have also live streamed living conditions of Syrian refugees to help raise money, he also pointed out the dangers lack of privacy presents – dictators running the show and jailed journalists to name a few.

In a debate with Shetty, technologist Robert Scoble (who went glove to glove while outfitted in VR glasses) played devil’s advocate arguing that people will be willing to give up privacy in order to benefit from the bells and whistles that VR has to offer. He says people will be willing to let devices access their LinkedIn page so that you can see who people are on their VR glasses or contacts as you walk by them at a conference or give access to your camera so that you can see guided pathways to the bathrooms with the shortest lines in the baseball stadium and so that your hotdog can be delivered to you.
Whether we’ll be wearing VR gear while riding in self-driving cars to our offices that are half staffed with robots, remains to be seen. The startups that filled the massive halls might influence the direction it goes in, or they might not. What is clear is that Lisbon wants a piece of the tech business and they rolled out the red carpet to prove it. From Web Summit check in desks at the airport and billboards plastered throughout the city to parties in the Barrio Alto (whose hills will give any San Franciscan a run for their money) and packed subways and the news radio in the taxis, one thing was clear: everyone in Lisbon was abuzz about Web Summit.

billboard
“The is not the new Silicon Valley. This is Portugal,” read a billboard outside of the FIL, boasting nationwide broadband 400million Euro for co-investments with business angels and VCs, as well as tax benefits. “We rolled up our sleeves to take businesses global since the 16th century and we’re doing it again.”

Recapping Oracle’s Modern Marketing Experience

By Peggy Reinders  Principal Analyst – The Relevancy Group

For years I’ve been listening to my husband talk about Oracle Open World. Ever since he joined the Business Intelligence Consulting industry 20 years ago, he’s been religiously attending the event and bragging about the concerts at Treasure Island.

Oracle MMEI, on the other hand, have been part of the Digital Marketing industry for 18 years. This includes working for the famed DoubleClick in New York City back in the early days of Internet advertising.

Our industries have been siloed for years. Digital marketing people don’t generally work with data warehousing people. But in 2014 Oracle acquired BlueKai. And that’s when I turned to my husband and said, “Our worlds are colliding!”

So last week it was my turn. For the first time I attended Oracle’s Modern Marketing Experience in Las Vegas. And quite the experience it was! We heard a fantastic keynote from CEO Mark Hurd who talked about corporate revenue growth coming from “share shift” as opposed to market growth. And the 3 keys to share shift? Lower prices, better products, or better service.

We also heard from Troy Carter, a talent manager in the music industry as well as tech entrepreneur. Troy helped catapult Lady Gaga’s career to legendary success. He credits “artistic democracy” to the rise of social platforms like YouTube, Facebook, and Twitter which allowed Lady Gaga to reach audiences outside of radio. He ended by saying that “People remember how you made them feel. You need to nurture that relationship.”

Oracle Social LoungeIn addition to hundreds of sessions from well-known brands such as Lexus and Intuit, we also had a social lounge with nitro coffee on tap! And musical performances from Bastille and the GooGoo Dolls.

But the biggest takeaway from Oracle’s Modern Marketing Experience was recognizing the position they’re in to potentially lead the Marketing Cloud providers with their breadth of integrated products. Over the last several years, Oracle has been acquiring industry-leading best of breed technology and data providers. And the depth and strength of their product offerings really came through at the event.

Last week Oracle announced their integration between Maxymiser and Responsys. They also announced the ability for Responsys customers to leverage their Business Intelligence product to allow for easier performance reporting (hello BI husband!). If “share shift” will drive growth, Oracle’s product suite can help organizations nurture their customer relationships through better products and service. If they continue to integrate their acquisitions, Oracle’s full tech and data stack could be poised to lead the marriage of AdTech and MarTech. Better yet, that union will ultimately drive marketers to fulfill the holy grail of one to one marketing. Exciting stuff for marketers like me that have been waiting for this moment for almost 20 years!

Great job with the Modern Marketing Experience event Oracle! My first experience was a memorable one.

Adobe Summit 2016: A Fantastic Experience

Adobe SummitAs an industry analyst I have been going to large vendor events for decades.  I am happy to report that the Adobe Summit last week in Las Vegas was one of the best, if not the best events of this type that I have ever attended.

The summit came just after Adobe’s impressive financial results, which certainly added to the positive buzz at the event.  They did a handful of things very well.

  1. They introduced a slew of new products, but the demos and product intros did not come across as a Sales pitch, but instead as mechanisms to enrich the experience and assist marketers.  This was in part to do with the presenters themselves as well as their ability to demo live software when it was needed.
  2. It is hard to get clients to come forward and speak about their challenges and wins, but even harder to find a clients that are also great speakers. Here they did a fantastic job of recruiting client speakers that had great stories but were also expert story tellers. Some notable examples are Richard Dickson of Mattel, Giles Richardson of RBS and Deborah Wahl of McDonalds to name a few. Watch their sessions to see if you agree.
  3. Often these Marketing Cloud providers focus too far into the future.  While Adobe did have the obligatory Tesla drive on stage to show digital app integration to improve drive through ordering, much of the focus was on practical examples for the here and now. Instead of boring interviews with services partners on how these innovations manifested, they demo’d them in mock store fronts and simply gave a tip of the hat to the partners. As they continued to push the importance of the client experience, they actually delivered a very fine experience.
  4. Just enough celebrity to inspire and provide laughs.  Soccer star Abby Wambach, spoke of the need for equality in all things; George Clooney brilliantly and hilariously discussed the pros and cons of Social Media and his passion projects; Donny Osmond didn’t seem to age but was on hand to inspire through singing his song and lastly Thomas Middleditch provided his edgy comedy flare to Adobe’s Sneaks session where they demo future products. Sneaks was certainly _the_ crowd favorite.
  5. Content pacing and the venue.  I have been in the same venue for other vendors (a similar vendor just a year ago); but Adobe seemed to use the space better than others. They leveraged the vendor expo space well to drive traffic to the all important sponsors. Adobe utilized clever attractions such as an oxygen bar, a soccer field, chess board, professional social media head-shots and several other ideas to keep the crowd pacing through the vendor expo.  And there was plenty of comfortable seating for the foot worn pacing that happens at these casino venues (wear comfortable shoes).  Lastly, the content – the vast number of breakouts offered something for everyone.  My session on the email marketing maturity model was well attended with just over 200 participants, which was great showing for the last session of day 1 just before the cocktail party.

Some Facts And Takeaways

  • There were 10,000 people at the event, more streamed the event online.
  • 83% of their Marketing Cloud clients utilize 3 or more solutions in their cloud.
  • 49% of their analytical transactions are originating on mobile devices.
  • The theme was all about “The Experience Era” and positioned that “great experiences start with great content” and that “great experiences are powered by data.”
  • Fireworks CultureRoyal Bank of Scotland discussed the need for organization change to get omnichannel marketing done.  They transformed the organization and previously had said that previously they had a “firework culture.”  See the slide (left) that hilariously discusses that culture, which is what _not_ to do.  They succeed in gaining control, assigning specific journeys to individuals and create specific individual dashboards, shared the learnings across the organization, and implement more testing to drive optimization.   Watch his (Giles Richardson) talk “Becoming an Experience Business”, it is a great recipe on how to get an organization on the same page. And it was rather entertaining.
  • Adobe Campaign introduced subject line optimization, which utilizes, past behavior, natural language processing (machine learning) to suggest the most effective subject lines. Learn more about it here.
  • The big news was around their new device co-op to better identify devices as people.  To date there are five “major brands” that have participated in the beta and at Summit, Adobe opened it up to all participants.  There will be a single consumer opt-out to opt-out of the entire co-op and not individual brands.  Check out the press release.
  • There were many Analytics improvements noted, from better understanding App downloads, to improving content analytics as well as attribution.  There is much to digest and this press release summarizes it well.
  • TV, partnerships and the new frontier of TV Networks and Over The Top (OTT).  Adobe is well entrenched in TV and film, and announced a new comScore measurement partnership but new TV targeting capabilities in the Marketing Cloud. Read more.

CirqueAll and all, it was a great event where I got to catch-up with clients, partners, strike new relationships and catch-up with old industry friends. This not to mention a Adobe Campaign/Merkle small party where we got to see Cirque Du Soleil performances up and close (photo left).

It is conference season, next I am off to the Email Evolution Conference in New Orleans and hope to see you there, or at some show this year.   Until then, all the best,  David … be sure to follow me on Twitter for the latest real-time updates.

Do You Dig Into Data? Attend This Webinar And Learn Analytical Tricks

Driving Marketing Value Through Advanced Data Modeling

Thu, Mar 10, 2016 11:00 AM – 12:00 PM EST  REGISTER TODAY, Get the Recording and Research

Sponsored by Zeta Interactive. The Relevancy Group’s Executive Marketer Survey data suggest that marketers face the ironic challenge of having more customer data than they can effectively make actionable. And for many executives and marketers faced by waves of big data, it is often hard to know where to start. Clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are all areas where marketers are realizing big gains. Join this webinar and learn about:
– Leverage Email Engagement Data
– Real-Time Data and Mobile Implications
– Managing Identity
– Building Predictive Models
– Developing Cross-Channel Attribution
– Leveraging Life-cycles
– Implementing Third Party Data

Speakers Include:
Nick Einstein – VP of Research, Principal Analyst – The Relevancy Group
David Daniels – CEO and Founder – The Relevancy Group
John Polcari – SVP of Sales and Marketing; Zeta CRM – Zeta Interactive

Registrants will get a free copy of new research on this important topic.

REGISTER HERE

Cross-channel Marketing Drives Huge Returns for Retailers Webinar

Boston, MA – February, 4, 2016 – In a previously recorded webinar in October of 2015, David Daniels, CEO and Founder of The Relevancy Group, along with Paul Mandeville, Chief Product Officer at QuickPivot discuss The Value of Coordinated Multi-Channel Marketing for Mid-Market Retailers. David Daniels reviews the challenges of cross-channel marketing and outlines the remedies and tactics to successfully coordinate marketing channels to drive revenue improvement.

The webinar covers a number of topics that all marketers to should be up-to-date on. The primary topics are:

  • The role, performance and future trends of email marketing
  • The role of print direct marketing in cross-channel tactics to improve organizational collaboration across all channels
  • The importance of marketing analytics and attribution
  • The role of technology and services in attaining marketing success
  • Data integration and segmentation strategies
  • A framework for succeeding at multichannel marketing

Watch the recorded webinar on demand here.

 

About QuickPivot:

QuickPivot™ is a real-time, cross-channel marketing automation and services provider powering lifecycle marketing for B2B and B2C organizations. Winner of the most innovative marketing aQuickpivot-Logoutomation solution by the 2014 MITX What’s Next Awards, as well as the Silver and People’s Choice Stevie Award for Best New Product or Service of the Year in Software for Marketing or Public Relations, the new QuickPivot platform enables marketers, in any industry, to dynamically derive customer insight, listen to brand interactions and adapt campaigns to create seamless buying experiences. Leveraging more than 17 years of experience from its roots as Extraprise, the leader in right-time revenue optimization services, and SmartSource, a leader in SaaS cross-channel campaign management software, QuickPivot helps companies like Bank of America, HP and over 30 channel partners, including Harte-Hanks, Digitas and Fulcrum Analytics.

For more information:

Website: www.quickpivot.com

Call: 617-880-4000

Email: [email protected]

Twitter: @quickpivot

LinkedIn: https://www.linkedin.com/company/quickpivot