Good morning, and back to work we go. 

For many of us, this may have been an unusual Thanksgiving. A remote holiday almost seems a contradiction in terms: but let’s all get to 2021 in good health and good spirits.

However you spent the holiday this year, we hope you found some peace and relaxation. Now let’s get back to business.

Kim Davis
Editorial Director, MarTech Today


How consumers can earn money from their data

We caught up with Killi, a web and mobile app created with the aim of compensating consumers for the use of their data. The app has been around for a couple of years, but there were some early missteps, CEO Neil Sweeney admits: “There was a bit of a disconnect: you should be compensated for your data, and by the way, here’s a survey.” Enriching the first-party data with information from surveys wasn’t viable — something Sweeney wishes he had figured out faster.

Instead, Killi adopted a “set it and forget it” passive model, where consumers select what they want to share, and then that data is available to Killi clients. Participants receive a Killi Paycheck — an automatic weekly deposit to their Killi wallet reflecting the data they’re willing to give up. 

Killi also just announced a partnership with enterprise data-streaming company Narrative. Killi already has direct integrations with MediaMath, LiveRamp, Lotame, Adsquare and others. “Now we’re in Narrative. Every additional spot furthers our agenda of trying to get our data into places where people are currently buying data so that we can begin to turn that crank on moving the share from non-compliant to compliant data.”

Read more here.


MarTech Today Webinar: Why Identity is Key to Picking Up Pieces When Cookies Crumble

2020 is nearly complete. A year that brought unprecedented change has left marketers facing what could be an equally uncertain 2021. With additional challenges, such as the deprecation of the third-party cookie, marketers are now looking to future-proof their strategies with a renewed focus on consumer identity. Join this webinar and learn how to leverage 1st, 2nd, and 3rd-party data to focus on your organization’s future consumer identity data strategy and find new ways to maximize reach across channels and devices.

Sign up today! »


How to ensure customers know you care

Sponsored by Pegasystems

It may be a hard truth for us best-intentioned marketers to swallow, but two-thirds of customers believe that marketers do not care about their needs.

That’s according to a survey of 5,000 individuals by Pega. And when you look at what marketers face, it is easy to see how that kind of sentiment takes root.

“Think about the scale of your business,” said Andrew LeClair, senior product marketing manager at Pegasystems. “You’re trying to manage literally billions of interactions, with millions of customers, across hundreds and hundreds of programs, on dozens and dozens of channels — and that’s a lot of complexity. And unfortunately, that complexity leaves us exposed. There’s not a lot of chances for us to get it right, but there’s a ton of opportunities for things to go wrong, and it only takes one poor experience and the customer is out the door.”

Read More »


The outlook for CRM in a COVID and post-COVID world

CRMs have been around a long time now — in martech years at least. But they’ve had to withstand some challenges. For some brands and organizations, marketing automation is at the core of the martech stack; for others, a CDP is the single source of truth. We are taking a look at the state of CRM in 2020 and going forward.

For example, in addition to being able to capture information from any part of the customer journey, CRMs are now expected to help solve marketing issues. We took a look at how Insightly has added marketing automation to its mid-priced CRM solution, and how a leading enterprise CDP, ActionIQ, entered the CRM space after successfully providing a CDP solution to menswear brand UNTUCKit.

Read more here.


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Social Media

New social media network launched for BIPOC community

Jefferi K. Lee, former VP of BET Networks, is set to launch a new social media app at the beginning of 2021. RepItSocial is targeted at individuals in the Black, Indigenous, and People of Color (BIPOC) community. With annual spending power well over $13 trillion, One of Lee’s, D’Oyen Fraser, said in a statement: “This social media network embodies the fresh mindset, voice, and energy of this new generation.“ 

“BIPOC is not just a group of people, it is a movement, an awakening across the globe that we are more powerful together,” Lee said. “The timing is ripe for a new kind of social network—one that acknowledges the shared experiences, lifestyle and culture of BIPOC.” It’s also a community which spends some $13 trillion on products and services annually. 

Why we care. RepItSocial has the potential to become an important new channel for reaching an important audience. 

Quote of the day

“A report on DataScience workers shows over 80% male and ~95% under 49. No numbers on racial diversity. It’s a reminder that you need a diverse team to do well (and good) with AI and ML!” Matthew Sekol, Industry Executive, Capital Markets, Microsoft.