This week in martech
News from Wire, Publicis Sapient and TransUnion, plus sessions from MarTech.
Creating a diverse personnel pipeline is easier than you think
Creating a diverse workforce is a lot easier than most people think, and that was the topic of discussion during Wednesday’s MarTech Live panel discussion that featured Elizabeth Cotton, CEO and founder of Career Mingle and Dennis Schulz, national president and executive director of Blacks in Technology Foundation.
The panel discussion focused on recruitment tactics and utilizing Historically Black Colleges and Universities (HBCUs) as personnel pipelines. There are 107 HBCUs in over 20 states in the U.S. as well as Washington, D.C. and the Virgin Islands. The personnel pipeline is made easier by recruiting more diverse candidates who tend to be more loyal to employees where they find co-workers that look like them with similar backgrounds.
Why we care. Marketers constantly talk about identifying and implementing the proper customer experience, it is a task that can be made easier with a more diverse workforce.
Wire throws another conference app in the mix
Now that video-based calling is pretty much how professionals connect these days, here comes another platform.
Wire, a communications app backed by Skype co-founder Janus Friis, has launched a videoconferencing and collaboration platform with some unique features. First, the platform will not let more than 12 people in a video call, citing research that says calls of that size or smaller are more productive (they may be on to something). But the main feature Wire cites is enhanced security which it claims can thwart fishing attacks and other outside threats.
Why we care: The importance of videoconferencing and digital collaboration tools can’t be understated in a remote work reality. And it’s interesting that it is putting in features aimed at improving productive use of the tools. But as we have seen with other conferencing platforms, security is a real concern. We can’t attest to Wire’s effectiveness, but we surely support any features that keep us and our employers safe from bad actors.
Making sure marketers bring value to the bottom line
When tough economic times hit companies, the marketing budget is often the first to get cut. Why? Because often marketers do not always know how to show the value that they bring to the bottom line.
This does not have to be the case, said Poly’s Senior Director of Marketing Operations and Enablement Jenifer Salzwedel at the MarTech Conference.
“Marketers can drive real business value by becoming more operationally agile, increasing efficiency and speed and getting alignment with teams,” said Salzwedel.
By being more operationally agile, marketers can rapidly respond to the fast-changing demands of consumers, with increased efficiency and speed. Better alignment with internal teams provides an enhanced ability to cover tasks that directly impact revenue and sales, putting the marketing department in a better position to show its worth to executives.
Registered attendees can watch the whole presentation here.
Why we care. The pressure on marketing to prove itself a profit center rather than a cost center has never been greater.
New survey shows consumers know little about the destination of their data
A new survey released by digital business consultancy Publicis Sapient reports that 61% of global participants admitted that they know nothing or very little about what companies do with their personal data.
The survey was conducted for Publicis Sapient by Ipsos between mid-June and early August amongst over 5,000 adults in the U.S., U.K., Australia, Germany and France. The survey also found that 40% of respondents stated they feel like their data is worth more than what they are currently receiving in return. 32% of respondents stated they would be willing to share even more data if they were confident companies could easily delete it.
Positive sentiments about the impact of technology were tempered in the survey by concern about data collection, although American participants were notably more comfortable about the collection of personal data (44%) than the next in line, Australians at 34%.
Why we care. Data collection remains critical to modern marketing. Consumers around the world are anxious about it. That divergence needs to be fixed.
TransUnion to acquire Tru Optik
TransUnion, a global information and insights company, has acquired the identity resolution company Tru Optik. Tru Optik provides identity resolution for streaming media channels, based on a graph of more than 80 million U.S. households.
This graph provides household-level identity, targeting and measurement across connected gaming consoles, TV, smart smart speakers and other connected devices. TruOptik’s DMP has seen growth over 600% YOY.
Why we care. With this acquisition, TransUnion is preparing for the future of addressability beyond third-party cookies.