• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Marketing

This week in martech

News from MarketHire, Narrative, 6sense and Epsilon

Rodric Bradford on October 30, 2020 at 2:30 pm
  • More

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).


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Rodric Bradford
Rodric J. Bradford is the Editor of MarTech Today and has worked in the marketing technology industry as both a journalist and corporate project manager. Prior to joining MarTech Today Bradford served as Convention and Technology Beat Reporter for the Las Vegas Review-Journal’s Business Press publication and worked as Technology Reporter for Global Gaming Business, the world’s largest casino publication. In the corporate world Bradford has served as Technology Project Manager for CNA, Cigna, General Dynamics and Philip Morris. Bradford is an alumnus of the University of Missouri-Columbia.

Related Topics

Channel: Martech: MarketingUncategorized

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.