Tealium AudienceStream is the market-leading Customer Data Platform (CDP), combining robust audience management and data enrichment capabilities, resulting in unified customer profiles and the ability to take immediate, relevant action.

Talpa Network’s use of Tealium’s AudienceStream is a key part in standardising their back-end technology platform and data layer, enabling them to scale into any market in a short amount of time. Talpa Network will also have the capacity to convert mass media into one-to-one communications with its viewers and listeners across the globe by improving the effectiveness of content personalisation, direct marketing campaigns, and targeted advertising.

The company has defined a clear strategy and an infrastructure that continues to incorporate Tealium’s iQ tag management, and now AudienceStream.

Hylke Sprangers, CTO at Talpa Network, commented: “The main objective of our Smart Data Platform is to engage our consumers via deep content personalisation and to improve direct marketing campaigns and targeted advertising for our commercial partners. Working with Tealium gives us the ability to create a single 360 customer view across all our brands and channels. As a continued customer of Tealium, we’re very happy with the partnership and look forward to the future.”

The post Talpa Network Taps Tealium’s AudienceStream as Backbone for its Smart Data Platform appeared first on Mobile Marketing Watch.

MMA can now confirm that Digital Element joined the Alliance in order to “help video streaming service providers leverage location-based information to improve the reach, security and control of online content.”

“As participants on the Streaming Video Alliance Geo Working Group, we look forward to sharing best practices on how best to apply IP geolocation data to improve and secure streaming video delivery,” said Jason Lee, senior director of client services at Digital Element, in a statement emailed to MMW. “It is important to not only know how location data can improve the effectiveness of video advertising, but also how to leverage it to help organizations manage the distribution of online content―ensuring that licensing and copyright agreements are adhered to and digital assets are protected against online piracy. As pioneers in the IP space, we also bring a wealth of knowledge about IPv6 data adoption.”

We’re told that Lee will serve as co-chair of the Alliance’s Geo Working Group.

Since 1999, Digital Element has been providing global geolocation solutions to many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers to target advertising, localize content, enhance analytics, and manage content rights as well as detect and prevent fraud.

To learn more about Digital Element, check out their official website here.

The post First Look: Digital Element Joins the Streaming Video Alliance appeared first on Mobile Marketing Watch.

For starters, DeepMarkit announced Thursday the appointment of Jack Bogart as Chief Technology Officer.

According to an emailed statement, Jack is responsible for leading DeepMarkit’s overall technology strategy and vision. He will oversee the development of the Company’s marketing and gaming platforms, as well as vendor integrations with the aim of enriching DeepMarkit’s extensive product offering to better serve clients worldwide.

To boot, the company also confirmed the appointment of Carter Chalmers as our Director of Sales and Business Development.

With ten years experience building and managing international sales teams in the digital and mobile technology industries, Carter will drive the distribution of our unique products worldwide.

“Jack and Carter are fantastic additions to the DeepMarkit team”, says Darold H. Parken, President and CEO of DeepMarkit, “After what has been a long period of development, we are now ready to begin the many partnership integrations we have planned to reach the extent of our potential audience and these two individuals will be key contributors in that endeavour. We are excited to have these two professionals on our team.”

To learn more about DeepMarkit, click here.

The post Marketing Muscle: DeepMarkit Adds ‘Serious’ Marketing and Technology Strength appeared first on Mobile Marketing Watch.

If you’re not familiar, Commerce Cloud enables brands to provide personalized experiences for shoppers that span web, mobile, social and brick and mortar. And now, as part of Salesforce, we’re told that brands can deliver “completely unified experiences for customers that extend beyond commerce to include marketing, customer service and more.”

From the official announcement:

Radius8 delivers a location-specific merchandised online experience around the radius of each physical store based on data in that store and local signals surrounding the store to help Commerce Cloud customers achieve greater conversion of online traffic and increased store foot traffic. By combining data from the brick and mortar store with local signals such as weather, events happening nearby, local sales trends, and social feeds from platforms like Twitter, Radius8 enables customers to maximize the profitability of the both their digital and physical stores.

“Consumers are demanding highly relevant cross channel experiences, yet most retailers offer no online visibility to the local store or leverage the local signals surrounding that store that can create contextually relevant engagement,” Radius8 CEO Sandeep Bhanote tells is. “With Radius8, a retailer’s digital presence becomes location aware so that every customer gets a unique experience based on their geolocation and the surrounding local market influences. For example, a national retailer’s website could provide a unique experience to someone who is at the beach in Miami where it is sunny and 95 degrees than someone who is walking to work in the rain in NYC.”

The post First Look: Radius8 Joins Salesforce Partner Program appeared first on Mobile Marketing Watch.

The study was based TripAdvisor’s “massive trove” of mobile location data.

“Our mobile Check-Index shows the points of interest where consumers are voting with their feet and actually spending their time,” said Jeff Chow, vice president of product, consumer experience, TripAdvisor. “It’s interesting to see how in some cities travelers and locals are drawn to the same things to do or places to eat, while in others you see distinct differences in their preferences.”

To glean these insights, TripAdvisor studied check-ins via smartphone GPS and motion sensors to predict when and where anonymous users are visiting a spot or if they are just passing by.

Analysis of foot traffic in the following cities reveals the following interesting trends:

• Travelers and locals both tend to have good taste, generally choosing highly rated points of interest
• Many travelers and locals are drawn to the same tasty eateries, with crossover is several cities studied
• The most frequented chain restaurants in these select cities are Starbucks, McDonald’s and Hard Rock Café
• Travelers are drawn to major tourist attractions, whereas locals often find alternative things to do

For more insight, check out TripAdvisor here.

The post Marketing Magnets: TripAdvisor Reveals Most Visited Spots by Travelers appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Dana Drissel, Vice President of Kaon Interactive.

B2B sales and marketing apps have dramatically increased over the last few years with one-in-five people in the world owning a smartphone and one-in-seventeen people in the world owning a tablet (Source: BI Intelligence). So it’s no wonder that mobile marketing has become a top line item and priority for 2017 as businesses attempt to penetrate the almost 224 million monthly active app users in the US.

As fast as companies are developing these apps, they are also noticing a quick decline in usage. Appsflyer reported that app engagement significantly decreased just 24 hours after the initial install. And by day 30, only 3.3% of Android users and 3.2% of iOS were still engaged with it.

Looking to combat deletion and lack of usage, many marketers have turned to app retention as a metric to gauge how valuable their app is to the consumer. If the goal of the app is to build trusted relationships with customers both pre and post purchase, marketers need to seriously think about relevant and engaging content that enriches user interaction with their brand throughout the ENTIRE buyers’ journey.

Here are three things marketers should think about when developing their mobile app road map:

1. You are never done. When marketers create an app, there is no “end date.” When an app is released, it is not really complete. It’s always a work in progress. In the “old” days, a marketer would create a brochure, and the project would be complete when the brochure arrived from the printers. But today, when an app is launched, it is no longer “discrete” (i.e. has a start date and an end date) but rather it is an evolving process that requires constant updating, enhancements, and long-term sustenance. This is an advantage, of course, because digital assets are easier to modify and reuse, so their relevance and applicability have a very long “shelf life”. Don’t ever budget for an “one-and-done” app. In doing so, you are under-leveraging the medium and falling into the statistic of almost entirely disengaging customers by day 30.

2. Apps work best as a system, or platform. In the analog world, many individual events, campaigns, deliverables, and assets can be developed and deployed independently. In the mobile world, users navigate across all channels fluidly (from emails to websites, from social media to different apps, etc.). The most effective way to take advantage of mobile is to think of the entire digital ecosystem as a platform that should have consistent design elements, user interface tools, navigation, and relevant content connections. Apps must allow customers, prospects, employees, and partners to traverse every aspect of the message, solution, and support network in a seamless manner.

3. Apps need to be all about engagement. The most significant benefit of an app is that it facilitates an interactive user experience, which is an order of magnitude better than simply a vehicle to deliver content. By enabling a rich level of user involvement, the app builds an entirely different (and better) relationship with the audience, because they are actively participating in the process – and it is well established that active participation yields better comprehension, knowledge retention, and positive emotional response.

Engagement — and more importantly re-engagement—is critical for app marketers. If you can achieve all of the above when developing your app; 1.) evolving content 2.) accessible everywhere and 3.) dynamic interactive experience, you should be able to create very targeted information exchanges that drive repeat visits and long term engagement.

In an exclusive interview with CMO.com, CMO of GE Measurement & Control, Marcelo Prado said, “We wanted to approach our customers in a different way. We were typically very tactical and product-focused. We used to go to market talking about our products, how nice and sharp and shiny they are, and [this interactive app allowed us] to change that dialogue.”

GE M&C created an interactive application to arm its sales team and engage their customers. The experience focuses on eight stories–one for each of the customers GE M&C serves in the oil and gas industry–that talks about customers’ operations and major challenges via information gathered from them directly. The app, which was deployed cross platform and can be updated in real-time, is now the core of how GE M&C talks to existing and potential customers and partners both from a sales and marketing capacity.

So remember, the most successful apps are transformational because they deliver continuous engagement platforms for people that matter, at every stage of their journey with your company.

The post 3 Ways to Keep Customers Engaged with Your Mobile Marketing Apps appeared first on Mobile Marketing Watch.

What about the ones who are not marshaling social data? According to recent research from Falcon.io, which did a survey in partnership with Survey Sampling International, about 23 percent are not in that loop — and “it’s primarily because they just don’t have the time.”

Having the necessary expertise was also cited as an issue. The survey showed that 31 percent of marketers not using social data did not have the technical know-how.

“One way marketers could better manage their social data is through marketing technology tools,” notes eMarketer. “The same study revealed that 44 percent of marketers in Europe and the U.S. aren’t using a social media management platform, compared to 42 percent who do.”

Bottom line, the ability to pursue customer relationship management (CRM) solutions should be on the radar of increasing numbers of marketers. Social sites like Facebook, for instance, are the places where many now seek CRM-related data.

The post Marketers Making Hay with Social Data, Unless Resources Restrict Efforts appeared first on Mobile Marketing Watch.

That news comes by way of a recent Syniverse-commissioned primary research study on Asia. The research indicates that consumer brands and mobile service providers there could tap into an annual revenue opportunity of as much as $6 billion by 2019 if they subsidized mobile data services.

This would address a perennial problem in many Asian markets: people there cannot afford what are expensive data plans on their mobile phones.

“In the sponsored-data model, companies sponsor usage for specific content on behalf of subscribers of various mobile service providers, allowing subscribers to access this content without being charged for the usage,” notes a report summary shared with MMW.

The Syniverse survey queried 3,500 people in seven countries across Asia to determine attitudes of consumers there. A major finding? Consumers are “generally willing to accept the branding of content, advertising and promotional material in return for free data.”

Specifically, 62 percent of surveyed respondents said they would accept the branding of content and advertising in return for free data. About 49 percent revealed they’d be willing to accept coupon offers from data use sponsors, 42 would agree to offers from entertainment companies, and 31 percent from bars, restaurants, and cafes.

“Content providers, mobile service providers, and consumers have been stuck in a no-win situation when it comes to mobile data usage,” said Mary Clark, Chief Marketing Officer at Syniverse. “Consumers want to use more data along with richer mobile engagement, and operators and content providers are missing out on the revenue that this usage could deliver.”

The bottom line appears clear: operators and their partners should be motivated to sponsor data plans as “a way to drive revenue as well as consumer engagement.”

The post Syniverse Study: Sponsored Mobile Data Plans Could Unlock $6 Billion Market Opportunity appeared first on Mobile Marketing Watch.

Although the news largely flew under the radar, it didn’t escape our watch that comScore, Inc., in collaboration with the Coalition for Innovative Media Measurement (CIMM), recently unveiled the first set of cross-media measurement data for 11 CIMM member companies through its cross-media measurement service.

According to details dished up in comScore’s announcement, Participating broadcast and cable networks that received data include A&E Networks, CBS Corporation, Disney ABC Television Group, ESPN, Fox Networks, NBC Universal, Scripps Networks Interactive, Univision Communications Inc., and Viacom.
Select data was presented last week at CIMM’s Fourth Annual Cross-Platform Media Measurement and Data Summit in New York City.

“These new data represent a major step forward in cross-media measurement for the entire industry, and CIMM member companies are already benefitting from this first look,” said David F. Poltrack, Chief Research Officer at CBS Corporation and President of CBS VISION. “Cross-platform consumption of content continues to grow, and so too does the need to help content owners understand how audiences are interacting with their content. Of particular importance is the inclusion of radio, a powerful, proven and pervasive medium that effectively builds reach on top of television and digital campaigns, in the cross-platform measurement process.”

More details are expected soon on comScore’s website here.

The post comScore Gives First Look at Cross-Media Measurement Data appeared first on Mobile Marketing Watch.

Even better than Superman’s x-ray vision, Verizon’s supercookies track every single move a user makes on their mobile device, and every encrypted website they visit, 24 hours a day, whether those users like it or not.

It seems however that the American public is just as strong as the Man of Steel because, after getting huge amounts of bad press and taking all sorts of heat (not heat vision) from consumer rights organizations, Verizon announced back in January that it would get to work creating a way that users could opt out of their Relevant Mobile Advertising (RMA) program and stop the supercookie in its tracks (and, more importantly, stop it from tracking).

Of course Verizon gave a perfectly reasonable explanation for using their all-powerful supercookie, one they posted on their FAQ page for their RMA program. By the way, it’s worth noting that the Unique identifier Header (UIDH) that that use can’t be “killed” simply by blocking cookies in your browser (Luthor would be proud.)

In either case, there are now 3 distinct ways to opt out Verizon’s RMA program, including calling 1-866-211-0874 or simply signing into your Verizon account or using the Verizon Mobile app.

Do it today, and send that supercookie back to the phantom zone of bad mobile ideas.

The post Consumers Saying Goodbye to Those Verizon Supercookies appeared first on Mobile Marketing Watch.