Good morning, we hope you had a nice weekend.

Last week, mobile market data and analytics provider App Annie announced plans to acquire mobile advertising analytics company Libring. App Annie plans to incorporate Libring’s capabilities to help mobile publishers and brands view and analyze mobile market data side-by-side with their mobile advertising analytics.

Bringing all types of mobile data together — and making it increasingly available to marketers and publishers  — will give users more visibility into their mobile campaign performance. According to App Annie, the new capabilities from Libring will also allow users to drill down into mobile metrics to better understand customer acquisition costs, lifetime value and return on ad spend.

There’s much more for you below, including your Pro Tip on empowering your team with guidance and enablement programs.

Jennifer Cannon,
Senior Editor

 
 
 
Pro Tip
 

Empower others with guidance and training to foster innovation

“Ceding control to others requires some faith and patience. It also requires training,” explains Steve Petersen of Western Governors University. “For instance, data analysis isn’t as straightforward as it may seem. During Ruth Burr Reedy’s MarTech East session, she emphasized that it is easy to correlate things that one shouldn’t or incorrectly draw conclusions. Further, someone not steeped in web analytics may misinterpret data and cause drama when it’s not warranted. Such fears aren’t irrational, but there are ways to grant this access with guidance. One tactic is for the data analytics team to host regular workshops at a set time and cadence during which anyone can come and get expert help with their projects.”

More from MarTech East »

 

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MarTech Minute
 

Cloudera’s new data platform, new Cere Network integration brings blockchain to CRM

Cloudera launches new data platform. The enterprise data platform has launched the Cloudera Data Platform. It is an integrated data platform that allows users to deploy and manage self-service analytics across hybrid and multi-cloud environments. The company also highlights its security and governance policies. “While enterprises are rapidly adopting data platform technologies and are eager to explore the cloud for driving analytical workloads, many face challenges in trying to leverage all of their data to achieve better business outcomes,” said James Curtis, Senior Analyst for the Data, AI & Analytics Channel at 451 Research. “Solutions such as the forthcoming Cloudera Data Platform help enterprises navigate complex data processes across multiple clouds, manage data governance, and enable multi-function analytics, regardless of where the data resides.”

Cere Network adds blockchain to CRM platform. The CRM provider has added a new integration with blockchain provider Chainlink. Cere Network claims to be the first blockchain CRM ecosystem platform optimized for service data integration and collaboration. According to Cere, the blockchain solution enables marketers to capture the entire customer journey on the blockchain, and stores key user data such as purchases, achievements, and usage in the user’s wallet. “Integrating with trusted, accurate oracles will enable Cere Network clients to securely integrate verified and trusted external data sources into services running on top of Cere Network’s decentralized customer data ecosystem,” said a representative from Cere Network.

 
What we're reading
 

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

Is (Near) Real-Time Customer Experience Within Reach? – CMS Wire

It’s Time to Get Personal with Your Customer – Forbes

General Mills CMO predicts ‘amorphous’ agencies in the future – Marketing Dive

How Firefox and Chrome’s New Tech Will Better Protect Your Browsing History – Gizmodo

How Smart Protection uses machine learning to thwart online piracy – VentureBeat

AI and machine learning: What’s the Difference? – Get Elastic

5 Predictions for Mobile Technology After the Mass Adoption of 5G – Street Fight