This week in martech
News from MarketHire, Narrative, 6sense and Epsilon
Building a large, in-house marketing team no longer required for success
As the COVID outbreak has forced marketing teams to be more nimble with their organization and agile with their strategy, hiring platform MarketerHire is emphasizing that large, in-house marketing teams are a thing of the past.
MarketHire believes that to meet current demands, the most productive marketing operations teams are made up of industry specialists as much, or more, than full-time generalists. A specialist-based team also allows for more efficient project management to meet organizational goals. The use of outside consultants and specialists also reduces human resources cost in benefits and training, adding to a company’s bottom line.
Why we care. As the calendar turns to November, year-end company reorganizations are to be expected. Maybe a leaner but more targeted team is an effective one.
Narrative announces partnership with AnalyticsIQ
Streaming data platform Narrative has launched a partnership with AnalyticsIQ, a data company that mixes cognitive psychology with data science. AnalyticsIQ data will now be available on Narrative’s data streaming platform.
Narrative will offer AnalyticsIQ’s data capability to link an individual’s consumer profile at home to their professional profile at work. The new partnership provides a resource for marketers to access more comprehensive consumer data, while being able to create efficient campaigns with customer communications.
Why we care. Adding data from AnalyticsIQ has the potential to take Narrative from being a raw data streaming service to the next level. Engaging with the right audiences requires more than the traditional data broker model.
6sense launches new sales dashboards and enhanced reporting
6sense has launched a new Qualified Account (6QA) reporting capabilities that support marketing/sales alignment on best time to engage account contacts. 6sense also announced Segment Performance tools to help measure the performance of engagement with accounts, and enhanced campaign optimization.
6QA uses AI to locate an account’s stage in the buying cycle, and thus aims at ending debates between revenue teams about lead quality and next-best-action. Segment Performance capabilities analyse buyers’ progression through the funnel and identifies sales and marketing campaigns and activities that influence that progress.
Enhanced campaign optimization capabilities alert marketers that campaigns are underperforming, enabling optimization of campaign elements.
Why we care. Analyst Craig Rosenberg recently told us, on sales/marketing alignment, “Everyone had to put down their swords, get in a room and figure it out together.” Tools which help this happen will be welcome.
Publicis Groupe and Epsilon review milestones 1 year after acquisition
In the year since being acquired by multinational comms giant Publicis Groupe, data marketing platform Epsilon has seen its capabilities embedded in most of the Groupe’s top 30 accounts, including Kraft Heinz and McDonald’s. The Groupe’s own former data platform was integrated into the Epsilon stack within 90 days, creating the new Epsilon PeopleCloud product suite.
Highlights of the year include integration with Publicis Sapient’s Digital Business Transformation strategy; proven success in supporting Publicis Groupe’s personalization capabilities; the launch of HealthLab, Publicis Health’s data platform that aggregates anonymized patient data into a secure environment; and significant expansion into EMEA.
New clients secured since the acquisition include Disney, Kraft Heinz and Novartis.
The partnership is also positioned for a cookie-less world with CORE ID, a stable and accurate identity offering, leveraging more than 200 privacy-protected consumer million profiles. Since 2012, Epsilon has built immunity to third-party cookie deprecation and IDFA changes with CORE ID.
Why we care. Communications and media buying, on a global scale, is now every bit as data-driven as marketing and sales. Publicis Groupe’s acquisition and integration of Epsilon shows one route to accelerating data capabilities (at a cost: $4.4 billion).
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