Good morning, and MarTech Live is available on demand. 

If you missed the live event on Wednesday, please join us at your own convenience to witness a great discussion of how marketing ops pros are evaluating their stacks in this high pressure moment. You can watch the replay here.

Pat Maigler of Williams-Sonoma brings hands-on experience of the ops world, and doesn’t hold back on the difference between CDPs and data lakes. Anita Brearton of CabinetM offers a high level view of how marketing technologists are now using her site to explore new technologies: anything relevant to remote working is of high interest.

I really enjoyed the conversation, and we have another fascinating topic coming up next Wednesday: agile marketing—see below.

Kim Davis,
Editorial Director, MarTech Today

 
 
 
Acquisitions
 

Episerver moves to acquire Optimizely

Yesterday, commerce, CMS and digital experience platform Episerver announced that it had entered into an agreement to acquire delivery and experimentation vendor Optimizely for an undisclosed figure.

Optimizely, founded in 2009, offers a set of digital experimentation technologies, including A/B and multivariate testing. Customers include eBay, Gap, Hewlett Packard, IBM, Microsoft and the Wall Street Journal.

We asked Episerver’s Chief Product Officer Justin Anovick what the acquisition would mean for Optimizely’s existing customer base. “We legitimately have no plans to change [the existing relationships]. Their top customers, they have built their own CMS or commerce engines. Do we have the aspiration of going in and replacing something like that? No.”

This is Episerver’s third major acquisition since being acquired itself by Insight Partners in 2018. Last year, Episerver picked up analytics and personalization vendor Idio, and Insite Software, a commerce vendor focused on the manufacturing and distribution industries.

Read more here »

 

How to build the best data strategy for your business

A clear data strategy is a game changer. It positions you to deliver the best possible solution as your organization’s needs grow and evolve. Learn how you can leverage data to provide better customer experiences and making every marketing dollar count. Join this webinar where our experts will discuss how to bring valuable data into focus with a well-defined data strategy that supports the entire business.

RSVP to attend »

 
MarTech Live
 

Next on MarTech Live: A look at Agile Marketing

On Wednesday, September 9 at 1pm EDT, we’ll be talking with Stacey Ackerman, agile coach and founder of Agilify, and John Cass, digital strategist and host of the Deep Dive into Agile Marketing Podcast about how agile is different from traditional marketing and how to get started with agile if you haven’t done so already.

We’ll start with what agile marketing means and its advantages over traditional marketing, as well as disadvantages if any. Then we’ll discuss the types of companies that benefit from agile and the level of agile adoption we’ve seen in different size organizations. Then you’ll get some tactical advice on the first steps to take if you’re just getting started with agile including how to introduce agile to other stakeholders.

The chat will take place at 1 p.m. EDT. If you’d like to join the live audience and participate in Q&A, please register here.

 
Data
 

Nielsen’s Fan Insights data available in new markets as Asian coverage expands

With baseball, basketball, football and hockey all in season in the U.S., the Nielsen Fan Insights platform is focusing on foreign markets, adding several Asian markets to its data platform

Brands and sponsors use consumer information from Nielsen Fan Insights to identify and activate outreach campaigns to desired audiences. 

The Nielsen Fan Insights platform allows for access to specific sport fans in separate regions or countries; reports on sports fans’ media consumption habits; and comparison of sports audiences based on demographic, favorite team and recent activity.

Why we care. International sports audiences will have an increasing value for marketers until the U.S. gets the virus under control. As international sports continue to gain more airtime on U.S. television, data on international audiences will be in more demand. 

 

Calling all multi-location brands!

Searching for the perfect local marketing solution? MarTech Today’s free guide can help! In-depth vendor profiles, pricing charts, and essential things to consider prior to purchase — it’s all here.

Get your free copy now »

 
 
 
Quote of the Day
 

“For your competitors, their many assets can become burdens. By contrast, startups are smaller and leaner. We don’t have costly or long term leases and no large headcount. This is the #futureofwork.” Lara Vandenberg, Publicist (company).