The MarTech Minute: Data Decisions gains speed, in-flight optimization from IRI, more

Martech in Motion

SmartAssistant merges with Zoovu
Zoovu’s technology leverages behavioral and product analytics to provide insight into the point when customers make their purchase decision. The company says that the alliance will help brands recommend products to consumers, while providing improved average order value (AOV) and reduced returns.

IRI unveils in-flight optimization
IRI’s Campaign Conversion Feed enables CPG advertisers to identify and optimize the effective ads while the campaign is still running. The feed supplies partnering DSPs with de-identified CPG purchase data on households that purchased the advertised product over the past seven days.

Data Decisions Group acquires Reach Analytics
The company says that the speed of Reach’s platform will enable it to model and score a national prospect database in six minutes instead of the traditional 6 weeks.

SOCi launches social booster
Boost Plus simultaneously boosts multiple social posts across multiple pages at both the location and group level. The tool also recommends top posts to boost.

Martech Movers

Dstillery promotes Melinda Han Williams to chief data scientist, formalizing her leadership role on its data science and analytics team. Before joining Dstillery, she served as a postdoctoral research scientist at the National Renewable Energy Laboratory and held a fellowship at Columbia University.

Sales forecasting software Clari appoints Kevin Knieriem to CRO. Most recently, Knieriem was at Oracle where he held several leadership positions, including CRO at Oracle’s acquisition, DataScience.com.

Mobile engagement solutions provider Leanplum hires Kate FitzGerald as CRO. Prior to Leanplum, she held senior leadership positions for Marketo, Oracle and Salesforce.

Tara Ryan is in as CMO of marketing automation provider Swrve. Prior to joining Swrve, Ryan was the CMO for both Skuid and Coupa Software. Swrve also announced Barry Nolan as the company’s new chief strategy officer.

Conversational marketing platform Drift announces several executive hires. Robin Neviaser joins the company as SVP of marketing. Neviaser was most recently vice president, consumer engagement strategy and marketing at American Express. The company also added Melissa Leffler as VP of engineering; Jill Chiara as VP of enterprise sales; Mark Kilens, as VP of content and community and Kate Adams, as senior director of marketing.

Retail tech provider Bluecore hires David Dyar as SVP of engineering. Previously, Dyar was VP of engineering at Bazaarvoice.

Outbrain appoints Ariff Quli as general manager of its North America business. Before Outbrain, Ariff held various senior roles at CNET Networks, Vibrant Media and Blippar.

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About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.