Good morning, happy Monday!

McDonald’s Corporation announced plans to expand its corporate footprint in Silicon Valley with the purchase of voice-based technology provider, Apprente. The team will join the business as the founding members of an internal group within McDonald’s Global Technology Team called McD Tech Labs. In April, the fast-food chain bought personalization and decision logic technology Dynamic Yield.

The combination of Apprente’s voice-based conversation technology with Dynamic Yield’s personalization technology could deliver a very different experience to McDonald’s customers. As one of the largest, most visible global brands, McDonald’s could set a new standard for how customers place orders, increasing expectations for more personalized interactions across the food industry.

We’re in Boston today with three packed days of incredible content at MarTech East. I’ll be kicking off the sessions in the Discover MarTech Theatre, where I’ll be talking about marketing to the managed inbox — and unveiling a new resource that will help you reach your customers. I hope to see you here! 

Scroll on for more including your Pro Tip on driving product adoption and more.

Jennifer Cannon,
Senior Editor

Pro Tip

It’s tough to get return on investment with something that isn’t used

“Business people don’t like it (understandably) when techies tell them a request isn’t feasible or will require a lot of time to accomplish. The challenge goes both ways. Balancing technical and business objectives is both an art and skill that rarely provides clear answers,” explains Steve Petersen of Western Governors University and MarTech East speaker.

“Fortunately, there are some tactics to boost or address lackluster adoption in the organization when adding to your martech stack. These include: 1) Sponsorship – Products need internal champions who monitor their performance, advocate for their needs, and address issues that arise to make adoption easier. 2) Evangelization – Sponsors should also educate their colleagues about how they could benefit from a product’s offerings. For example, an SEO tool that monitors links and keyword mentions could benefit PR. Get more bang for your buck. 3) Training – An organization may have skilled employees, but they require training to better harness what’s available to them, especially as systems change or add new features. 4) Informal Working Sessions – These sessions can have different purposes. One purpose is allowing users to huddle to discuss and help each other with their projects, and another is providing a time when a developer can tackle simple requests so that tasks don’t get caught in project management purgatory.”

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Guide to Customer Data Platforms

Learn the benefits of using a customer data platform and compare top vendors. This report answers the following questions — What features do CDPs provide? What trends are driving the adoption of CDPs? Does your company need a CDP? — It also includes profiles of 25 leading vendors, capabilities comparisons, and recommended steps for evaluating and purchasing.

Read More »

MarTech Minute

Iterable’s new personalization tech, Lacework adds new leadership and secures financing round.

Iterable launches new personalization technology. Iterable announced the launch of Catalog, a deep personalization solution that can reach a database-wide scale. Catalog uses metadata to provide personalization of web components, including prices, images, location, and other descriptions while building relevant content, offers, and recommendations from marketer-selected metadata criteria. The tool also includes geolocation data for geo-bound personalized user experiences.

Lacework secures $42 million financing round. The cloud security platform announced the funding along with leadership changes. Lacework will receive $42 million from Sutter Hill Ventures and Liberty Global Ventures. The company has also hired cloud security veteran Andy Byron as president of its go-to-market functions. “Our new funding, new perspectives on the board of directors, and with Andy joining, are all going to be critical for how we build on our solid foundation as a cloud and container security leader,” said Dan Hubbard, CEO of Lacework. “Lacework and our growing list of customers agree that there is a need for a new generation of security companies that are purpose-fit to secure today’s modern infrastructure.”

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Why You Need to Know the Difference Between AI and Automation – CMS Wire

The Big Story: The Great Ad Tech Reformation – AdExchanger

Apple details Overton AI development tool, whose models have processed ‘billions’ of queries – VentureBeat

Future-Proofing Ecommerce Strategy with Human & Machine – Multichannel Merchant

How Retailers Use AI, Mapping to Boost ROI on Store Remodels – Street Fight

Microsoft is working on foldable Surface devices with liquid-powered hinges – The Verge

Pandora debuts a desktop app for Windows – TechCrunch