Filed under: #mktgcloud, Datarati.TV, Marketing Automation, Marketing Cloud | Tags: Datarati, Marketo
Filed under: #mktgcloud, Datarati, Datarati.TV, Marketing Automation, Marketing Cloud
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags: Aprimo, Teradata
Summary: Teradata’s acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. The market will probably split between enterprise-wide suites and more limited marketing automation systems.
Given the previous Unica deal. other recent marketing system acquisitions, and wide knowledge that Aprimo was eager to sell, no one is particularly surprised by this transaction. Teradata is a logical buyer, having a complementary campaign management system but lacking Aprimo’s marketing resource management, cloud-based technology and strong B2B client base (although Aprimo has stressed to me more than once that 60% of their revenue is from B2C clients).
Factual, the open database company, closed a $25 million series A financing, led by Andreessen Horowitz and Index Ventures. VCs Ben Horowitz of AH and Danny Rimer of Index will be joining Factual’s board.
Ron Conway’s SV Angel and former Hollywood agent Michael Ovitz also invested, as did some of the previous angels who put in about $2 million earlier this year (only half of which was previously disclosed).
“The company has very significant aspirations,” says Rimer,” what they are seeking to do is extremely ambitious. We believe they will need a lot of funding.”
Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Online Shopping
In its most brazen form, it works like this: Retailers read the cookies kept on your browser or glean information from your past purchase history when you are logged into a site. That gives them a sense of what you search for and buy, how much you paid for it, and whether you might be willing and able to spend more.
They alter their prices or offers accordingly. Consumers – in the few cases they recognize it is going on, by shopping in two browsers simultaneously, for instance – tend to go apoplectic. But the practice is perfectly legal, and increasingly common – pervasive, even, for some products.
Sellers of time-sensitive, highly price-variable goods (think airline tickets, hotel rooms, or car rentals) do it all the time, somewhat openly. If you have ever had the annoying experience of buying a plane ticket through a portal such as Kayak, then seeing the final price jump $10 or $40 at check out, you have probably found yourself on the receiving end of dynamic pricing.
Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Demand-side platforms
A group of ad technology companies that enable the purchase of display media through real-time bidding (RTB) platforms have formed an alliance to create industry standards around the practice, as they try to further drive its adoption.
The group, called OpenRTB, will see demand-side platforms DataXu, MediaMath, and Turn collaborate with supply-side platforms AdMeld, PubMatic, and the Rubicon Project to agree on a set of standards governing how information is transferred between different players in the ecosystem.
“At the moment there are a lot of tech problems [companies in the RTB space] are solving individually. The goal of this is to solve them as a community, and to make all of our businesses more efficient,” said Bill Simmons, chief technology officer for DataXu.
Essentially the group aims to streamline the implementation of campaigns conducted through RTB platforms by adopting common standards around certain business practices. For example, its first efforts will be to establish a common standard for the exchange and implementation of advertiser block lists, which allow advertisers to block their ads from running on certain publisher sites.
From the Co-Founder and CTO of DataMarketplace.com, Steve DeWald:
Data is one of the most valuable assets in the world. We use it for decisions every day, and enormous industries are built around compiling and organizing it. It costs almost nothing to share, but despite that there is no single pervasive marketplace for buying and selling data. That’s the problem we tried solving with Data Marketplace.
It’s a problem because the fragmented nature of data creates friction for those wanting to share it. As a seller of data, there’s no easy or standardized way for to monetize it. Often times the expectation is to sell it in an expensive research report and have the raw data separately available by request.
That’s fine, but that’s only capturing a fraction of a fraction of percent of all the useful data that people could be selling. Likewise there’s a lot of data people want to be selling that potential buyers can’t find. As a consumer of data, I often search on Google for the data I’m looking for, though frequently the data I want is behind a pay-wall and keywords are not being properly indexed for search.
All these problems could be solved for the betterment of humanity with standardized and open marketplace for data.
Although Matt and I have moved on to other projects (I’m selling custom made suits online), I am happy to be putting our work in the hands of the talented team at InfoChimps, which has built the world’s largest open marketplace for data.
If you haven’t heard of the International Institute for Analytics (IIA) yet it is “dedicated to the advancement of analytics in everyday business practices. Under the direction of Tom Davenport, IIA brings together the world’s leading analytics practitioners and researchers to provide unique insights to both business and IT leaders on the most current research findings and industry best practices”.