This week in martech
News from HubSpot, Act-On, Treasure Data and Nielsen.
HubSpot rolls out new pricing model
HubSpot has launched a new pricing model, Marketing Contacts, that allows marketers to pay for only the contacts they want to reach out to via advertisements and email. Marketing Contacts allows users to store up to one million non-marketing contacts at no charge. Non-marketing contacts are defined as all bounced and unsubscribed contacts. Marketing and non-marketing contacts are separated automatically. Sealed pricing allows marketers to pay based on the number of contacts.
The introduction of Marketing Contacts is one of a number of value propositions from HubSpot this year, including updates to raise reporting limits, and making embeddable meetings, landing pages and quotes free to non-paying customers.
Why we care. HubSpot reflects a trend among martech vendors to look after customers — especially smaller customers — now, in the hope of maintaining loyalty in better times to come.
Zoom integration announced by Act-On Software
Act-On Software, the marketing automation and growth platform, has announced a new webinar integration with Zoom to help marketers conduct business in the socially distanced environment. The integration automatically tracks click-through rates, invitation opens, registration and attendance.
Enhanced branding capability is also provided so marketers can brand campaign communications with templated or customized webinar messaging. The integration is aimed at optimizing behavioral scoring within webinars, and supporting broader marketing strategies.
Why we care. As events continue to be virtual, the ability to understand attendee behavior at a granular level, and execute in response, will be increasingly valuable.
Treasure Data launches new analytics suite
Enterprise CDP Treasure Data has launched a new suite of customer analytics tools, along with 15 new integrations for more visibility into customer data across stack solutions. There are now over 170 connectors that can be integrated with Treasure Data.
More in-depth analytics, covering consumer behavior and demographics, are a part of the new suite. It also includes a new in-store software development kit for location-based data.
Why we care. CDPs are adding value to not only keep pace with competitors but also to show their relevance to current and future clients. New releases and product enhancements should continue to rollout throughout the end of the year.
Nielsen to measure YouTube on connected TVs
For the first time ever, Nielsen will measure YouTube’s streaming TV inventory as part of its Digital Ad Ratings and Total Ad Ratings for a more comprehensive view of ad performance on connected TVs. This announcement is part of Nielsen’s Advanced TV product suite which features addressable TV measurement.
Measurement will start during the first half of 2021, starting with YouTube TV app, then the YouTube app. According to Nielsen’s Beyond Streaming report, YouTube accounts for 20% of all streaming usage in the U.S.
Why we care. With streaming accounting for a growing percentage of TV usage, these metrics are essential to understanding ad performance across platforms.
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