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HITRUS Expands to Deliver ‘One Framework, One Assessment Approach’ Globally

Streamlining How Organizations Address GDPR and Other International Standards & Regulations

HITRUST, a leading data protection standards development and certification organization, announced it is expanding its engagement in Europe and Asia to aid organizations in addressing their global information risk management and compliance priorities, including General Data Protection Regulation (GDPR) and the Singapore Personal Data Protection Act (PDPA) requirements by providing a ‘one framework, one assessment’ approach globally.

#HITRUST is expanding its ‘one framework, one assessment’ approach to help businesses meet #GDPR; other international standards & regulations.

Standards and regulations around the world are constantly being created and updated to protect data, particularly personal data with multiple domestic and cross-border requirements and reporting options.

Since 2007, HITRUST has been at the forefront of helping organizations protect data and manage information risk by providing the HITRUST CSF, a certifiable framework that provides organizations with a flexible and efficient approach to regulatory compliance and information risk management. Coupled with the HITRUST CSF Assurance Program, which provides a comprehensive risk management oversight and assessment methodology designed for the unique regulatory and information risk needs of organizations in various industries and countries, HITRUST enables organizations around the globe to meet their risk management and due care requirements for information protection.

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The company has added the GDPR and PDPA to the HITRUST CSF (Version 9.2) as it expands internationally and extends its ability to provide large corporations and small organizations with a ‘one framework, one assessment’ approach.

In addition, HITRUST through its Irish subsidiaries, has filed a formal application with the European Union’s Data Protection Board and the Irish Data Protection Commission to have the HITRUST CSF officially recognized as a standard for GDPR certification as well as working with Irish authorities regarding an application to be an accredited certification body for GDPR. Once HITRUST and the HITRUST CSF are recognized, organizations leveraging the HITRUST CSF and HITRUST CSF Assurance Program will have even stronger independent evidence of compliance with GDPR; this is a key means of differentiating a business to potential customers, business partners, and data protection authorities. HITRUST is also evaluating the process to be an Accountability Agent under the Asia-Pacific Economic Cooperation (APEC) Cross Border Privacy Rules and Procedures for Processing programs.

“As countries around the world continue to adopt and advance data protection laws, the challenge of doing business on a global scale grows increasingly complex,” says Anne Kimbol, Chief Privacy Officer, HITRUST. “Many countries have their own unique regulatory requirements, creating costs and challenges for organizations to determine if they are compliant to conduct business globally. The HITRUST CSF and CSF Assurance Programs address this problem through a single integrated approach for these requirements and provides documentation of compliance that can be shared with multiple stakeholders, including customers and data protection authorities.”

HITRUST’s integrated programs and services offers global companies an efficient path to meet the requirements of multiple standards from the European Union’s GDPR and the Fair Information Practice Principles (FIPPs) to the NIST Framework for Improving Critical Infrastructure Cybersecurity in the US as well as industry-specific requirements like HIPAA and the Federal Financial Institutions Examination Council.

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These latest developments will allow organizations operating in Europe and Asia to use HITRUST’s programs and services to address their data protection requirements and manage their third-party risk with one comprehensive assessment. To support its growth in Europe, HITRUST will be conducting educational sessions through its Community Extension Program to provide organizations with key information and resources necessary to facilitate better risk management practices.

“HITRUST will continue to enhance its programs to better help companies globally manage their information risk management and meet their compliance requirements,” says Dr. Bryan Cline, Vice President, Standards and Analysis, HITRUST. “Businesses leveraging the HITRUST Approach will be able to leverage a single HITRUST CSF Assessment to report their security, privacy and compliance posture to various audiences globally.”

The HITRUST Approach:

Comprehensive Risk Management and Compliance Programs and Services

HITRUST understands the challenges of assembling and maintaining the many and varied programs needed to manage information risk and compliance, which is why its integrated approach ensures the components are aligned, maintained and comprehensive to support an organization’s information risk management and compliance program.

The HITRUST Approach is designed to provide organizations a comprehensive information risk management and compliance program that integrates the following best-in-class components:

  • HITRUST CSF – a robust privacy and security controls framework.
  • HITRUST CSF Assurance Program – a scalable and transparent means to provide reliable assurances to internal and external stakeholders.
  • HITRUST Threat Catalogue– a list of reasonably anticipated threats mapped to specific HITRUST CSF controls.
  • HITRUST Shared Responsibility Program – a matrix of HITRUST CSF requirements identifying service providers and customer responsibilities.
  • HITRUST MyCSF – an assessment and corrective action plan management platform.
  • HITRUST Assessment XChange – An automated means of sharing assurances between organizations.
  • HITRUST Third Party Assurance Program – a third party risk management process.

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RRD Launches Cloud Direct by RRD to Help Omnichannel Marketers Integrate Online and Offline Personalization

RRD Launches Cloud Direct by RRD to Help Omnichannel Marketers Integrate Online and Offline Personalization

Available within Salesforce Marketing Cloud, Cloud Direct by RRD Drives Multichannel Campaigns by Integrating Digital and Direct Mail to Improve Targeting and Reach

R.R. Donnelley & Sons Company, a leading global provider of multichannel solutions for marketing and business communications, announced the launch of Cloud Direct by RRD, a trigger-based direct marketing application — housed within Salesforce Marketing Cloud — that improves targeting and extends the Marketing Cloud platform by fully integrating digital and direct mail channels.

“Modern marketing is not about taking sides between channels, but using data to get on the side of the customer”

Available within Journey Builder, Marketing Cloud’s cross-channel customer engagement solution, Cloud Direct by RRD, allows businesses to connect customer interactions across email, mobile, advertising, and the web. Cloud Direct by RRD leverages Marketing Cloud to drive customer engagement and response through the most meaningful communications channel.

Also Read: Interview with Mike Austin, Co-Founder and CEO, Fresh Relevance

“Modern marketing is not about taking sides between channels, but using data to get on the side of the customer,” said Doug Ryan, President, RRD Marketing Solutions. “Our goal is to help our clients thoughtfully connect with their customers through the channels that will maximize their marketing spend. Cloud Direct by RRD does just that by extending our capabilities to integrate and optimize both digital and print communications. We’re excited to bring this innovative new capability to move closer to true omnichannel marketing.”

Also Read: Prediction Series 2019: Interview with Yaniv Reznik, Head of Customer Engagement Products, LogMeIn

Here is a small sample of real-world marketing solutions where Cloud Direct by RRD shines brightest:

  • Sending a personalized direct mail offer to high value customers
  • Triggering a direct mail piece when a subscriber email bounces
  • Sending a direct mail piece to promote engagement when a customer has not opened or clicked via digital channels
  • Providing a reacquisition incentive via direct mail that is triggered if a customer unsubscribes
  • Sending a personalized direct mail offer that leverages browse and cart abandonment data

Salesforce, Marketing Cloud and others are among the trademarks of, inc.

67 Percent of Communications and Marketing Executives See Positive Reputational Impact When CEOs Take a Stand on Societal Issues

67 Percent of Communications and Marketing Executives See Positive Reputational Impact When CEOs Take a Stand on Societal Issues

53 Percent of Communications and Marketing Executives Report Spending Time Dedicated to CEO Activism, According to New Weber Shandwick Study

Two-thirds of communications and marketing executives (67 percent) in the US, UK and China whose CEOs have spoken out on hotly debated current issues believe that CEO activism reaps reputational rewards. According to CEO Activism: Inside Comms and Marketing, a survey commissioned by global communications and marketing solutions firm Weber Shandwick with KRC Research, only seven percent of those whose CEOs have spoken out say the impact was negative. Seventy-two percent of those reporting a positive impact say the benefits were long-term.

 67 Percent of Communications and Marketing Executives See Positive Reputational Impact When CEOs Take a Stand on Societal Issues

“As expectations grow for business leaders to speak out on political and social issues, companies must anticipate which issues affect their businesses and challenge their values, and be prepared to address them,” said Andy Polansky, CEO of Weber Shandwick. “Our latest study among those responsible for corporate communications and marketing provides an inside look at how companies are faring in an era where CEO activism is quickly becoming the new norm and earning competitive reputational advantage.”

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CEO Activism is Part of the Corporate Agenda

The survey shows that half of communications and marketing executives (53 percent) report their companies spend time discussing whether their CEO should speak out. An even greater amount, 59 percent, report an increase in time spent discussing it compared to years past. Twenty-three percent are spending the same amount of time and 18 percent are spending less time.

With considerable internal discussion on CEOs taking a stand, two-thirds of communications and marketing executives report their CEO is prepared to respond to hotly debated current issues: 26 percent report their CEOs are “very” prepared and 40 percent report they are “somewhat” prepared. One-third (35 percent) say the CEO is not prepared or they do not know enough to say. Among those who know whether their CEO is prepared to respond, 41 percent say their CEO is better prepared than they were one year ago. Only four percent report their CEO is less prepared.

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CEO Activism Can Have a Positive, Long-Term Impact on Corporate Reputation

As headlined, CEO activism reaps reputational rewards. According to communications and marketing executives whose CEOs have spoken out on issues, the impact was more likely to have had a positive impact on company reputation (67 percent) than a negative impact (seven percent). Among those who report a positive impact, 72 percent report that the impact was long-term. Even communications and marketing executives whose CEO has been publicly silent see potential positive reputational impact: Half of those whose CEO has not spoken out on an issue (51 percent) say their company’s reputation would have a moderate to big advantage if their CEO were to do so.

Favorability High Among Communications and Marketing Executives

Communications and marketing executives have strong enthusiasm for CEO activism at their own organizations. Six in 10 (62 percent) would have a more favorable opinion of their CEO if he or she spoke out on a hotly debated current issue. Favorability is even stronger among those whose CEO has spoken out, suggesting that communications and marketing executives perceive a real benefit of CEOs speaking out after having experienced it. Nearly four in 10 communications and marketing professionals (38 percent) have had their own CEO speak out on an issue, and among this segment, 78 percent are favorable of their own CEO taking a position.

Also Read: Data Privacy Day 2019 Reminds Businesses and Consumers About the Value of Personal Data and the Need to Protect It

CEO Activism Also Carries Potential Risk

Seven in 10 communications and marketing professionals (73 percent) think there is a moderate to big risk to company reputation if a CEO speaks out. They consider the top perceived risk to be criticism in social media (59 percent), followed by criticism from customers (55 percent) and criticism from employees (49 percent). Interestingly, perceived risk is lower among those whose CEO has spoken out (68 percent) than those whose CEO has not (77 percent), suggesting experience with CEO activism helps to alleviate concerns, hence the need to prepare.

“Communications and marketing departments are not shying away from CEO activism,” said Leslie Gaines-Ross, Chief Reputation Strategist of Weber Shandwick. “Our research reveals that communications and marketing professionals are placing activism squarely on their C-level agendas and recognize that having business leaders be vocal on issues can strengthen a company’s reputation for the long-term. They are subsequently making sure that their leaders prepare for the inevitable.”

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A Guide to CEO Activism through a Communications and Marketing Lens

CEO activism is increasingly gaining importance on the corporate agenda. Based on our findings from this research, Weber Shandwick recommends that CEOs and their companies consider the following guidelines when preparing for activism and deciding whether they should engage in current issues.

  • Start talking about activism internally, if you have not already. Vet now. Publicly responding to hot-button issues may not be the right decision for every company all the time, but it is something that warrants discussion. Weigh the pros and cons of having a CEO speak out on a particular issue. With companies increasing the amount of time spent discussing this dynamic, other companies are at a competitive disadvantage if they leave CEO activism off the table entirely.
  • Recognize the reputational advantage. Communications and marketing executives acknowledge there are risks associated with CEO activism, but for the majority of those whose CEOs have taken a stance on an issue, the reputational advantages were strong. Be aware that perceived risk of activism declines among those whose CEO has spoken out and consider how your company might benefit from the CEO expressing a public opinion, particularly if aligned with the company’s corporate values and principles.
  • Make sure the CEO and other top leaders know which issues they need to prepare for.Companies need to be prepared to respond to issues whether they preemptively decide to speak out or not. We have witnessed the media as well as consumer groups asking companies for the leaders’ stances on particular issues, and a “no comment” can be easily open for misinterpretation from a company’s point of view. Organizations should have a plan in place in the event stakeholders demand a perspective.
  • Shape your response around employee expectations and company values.Companies need to be firmly tapped into the pulse of employee sentiment on societal issues before they make a move that may not be in line with employee attitudes and expectations.
  • Understand that the wide reach of CEO activism is not just limited to the US.While much of the public focus on CEO activism revolves around emerging issues in the US, companies around the world are faced with deciding whether their leaders should respond. Our research shows that there is increased planning and preparation in China and the UK, in addition to the US.

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Amazon Web Services Announces AWS Backup

Centralized Backup Service Makes It Easier and More Cost-Effective for Customers to Automate Backups of Their Data and Meet Business and Regulatory Requirements

Amazon Web Services, Inc. (AWS), an company, announced AWS Backup, a fully-managed, centralized backup service that makes it faster and simpler for customers to back up their data across AWS services and on-premises, helping customers more easily meet their business and regulatory backup compliance requirements. AWS Backup makes protecting storage volumes, databases, and file systems easier by giving customers a single service to configure and audit the AWS resources they backup, automate backup scheduling, set retention policies, and monitor recent backups and restores in one place.

New AWS Backup service makes it faster and simpler for customers to back up their data across AWS services and on-premises, helping customers more easily meet their business and regulatory backup compliance requirements.

As enterprises move more and more applications to the cloud, their data can become distributed across multiple services, including databases, block storage, object storage, and file systems. While these services in AWS provide backup capabilities, customers often create custom scripts to automate scheduling, enforce retention policies, and consolidate backup activity across several services in order to better meet their business and regulatory compliance requirements. AWS Backup removes the need for custom solutions or manual processes by providing a centralized place to manage backups across AWS. With just a few clicks in the AWS Management Console, customers can create a policy that defines how frequently backups are created and how long they are stored. Customers can then assign these policies to their AWS resources, and AWS Backup automatically handles the rest by automatically scheduling backup actions for the assigned AWS resources, orchestrating across AWS services, and managing their retention period.

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“As the cloud has become the default choice for customers of all sizes, it has attracted two distinct types of builders. Some are tinkerers who want to tweak and fine tune the full range of AWS services into a desired architecture, and other builders are drawn to the same breadth and depth of functionality in AWS, but are willing to trade some of the service granularity to start at a higher abstraction layer, so they can build even faster,” said Bill Vass, VP of Storage, Automation, and Management Services, AWS. “We designed AWS Backup for this second type of builder who has told us that they want one place to go for backups versus having to do it across multiple, individual services. Today, we are proud to make AWS Backup available with support for block storage volumes, databases, and file systems, and over time, we plan to support additional AWS services.”

Initially, AWS Backup is integrated with Amazon DynamoDB, Amazon Elastic Block Store (Amazon EBS), Amazon Elastic File System (Amazon EFS), Amazon Relational Database Service (Amazon RDS), and AWS Storage Gateway, with support for additional services planned for the future. Customers can also back up on-premises application data through the AWS Backup integration with AWS Storage Gateway, providing a common way to protect their on-premises data in the AWS cloud.

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State Street Corporation is the world’s leading provider of financial services to institutional investors including investment servicing, investment management and investment research, and trading. “We operate in the financial services industry and must provide data storage solutions that ensure the integrity and availability of backup data as stipulated by the FFIEC IT examination handbook,” says Nauman Noor, Managing Director, State Street Corporation. “Meeting these regulations requires us to develop and maintain an internal serverless application to enable timely and auditable backups across the AWS services we use. With AWS Backup’s centralized backup console, we will have a single pane of glass to audit our backup processes across our AWS environment, mitigating the need for custom applications and thus, easing our effort to aid data integrity and availability. The ability to set backup policies for automated backup scheduling and backup retention provides us flexibility to address the needs for varying levels of criticality in a cost effective and consistent manner.”

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Smile Brands is a leading dental support organization that provides business support services to over 400 locations across 17 states. “We manage thousands of AWS resources, such as storage volumes and databases, and all of them must meet compliance according to HIPAA backup requirements,” says George Suda, Senior VP and Chief Information Officer, Smile Brands. “Ensuring that all our AWS workloads are properly backed up can require manual processes and custom scripts. With AWS Backup’s centralized backup console, we will be able to define a backup policy that meets our compliance requirements and apply the same policy to all our AWS resources across the various AWS services that we use. AWS Backup will automatically handle the backup processes on our behalf, providing a full-managed and cost-effective solution that removes the need for manual processes or custom scripts.”

Rackspace delivers modern IT as a service, helping customers in more than 150 countries drive business results with technology. “Rackspace is focused on delivering next generation cloud services to help our customers meet their data protection and regulatory compliance needs,” said Prashanth Chandrasekar, Senior Vice President and General Manager, Managed Public Clouds at Rackspace. “With AWS Backup, we now have access to a cloud-scale, centralized backup solution to help automate, manage, and monitor data protection for customers. We believe AWS Backup will also provide customers greater operational efficiency, allowing us to simplify the process for supporting our customers’ auditing and compliance requirements.”

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Going Paperless - Digitize Paper Forms Using 123FormBuilder’s New Feature!

Going Paperless – Digitize Paper Forms Using 123FormBuilder’s New Feature!

Organizational paper form usage is being challenged even more by 123FormBuilder through Scan to Form, an innovative solution that digitizes PDF’s or images of physical forms into editable versions.

Traditional paper form usage is still a global challenge, as companies use thousands of paper sheets during a year. Scan to Form aims to optimize company work processes by bringing that offline content in the digital world.

Digital processes have multiple advantages over traditional ones, such as faster and more reliable communication between departments, sync data with other platforms and an extra security layer. Talking about money, Scan to Form will significantly reduce office supply expenses related to paper.

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Having AI technology integrated, users can take a picture of a paper-based form, upload it inside 123FormBuilder and will have it transformed directly into a fillable web form! Every field and any text will be recognized and transformed into a digital version of the content.

The new feature Scan to Form works with JPEG images, as well as PDF documents, and even with form drafts sketched with pen and paper. Once the form has been transferred online, it will be treated just like any other 123FormBuilder form. With a whole settings suite available, the form can then be transformed into work flows by adding email notifications, centralized data gathering and more! No need to worry about logistic and security of fragile paper sheets.

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Scan to Form can already be used by all 123FormBuilder users for free until further notice. When choosing to create a new form, users are asked if they want to start from scratch or a scanned document instead. If people don’t have an account, they can create one for free and use Scan to Form after just a few clicks.

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Merkle Launches 2019 Marketing Imperatives, A CMO’s Roadmap to People-Based Marketing

Book Outlines Three Pillars to Achieve Transformation Through Integration of Key Business Functions

Merkle a leading technology-enabled, data-driven performance marketing agency, has released its seventh installment of the Marketing Imperatives, a guidebook for CMOs. The 2019 Marketing Imperatives prescribe the building blocks of an integrated, successful people-based marketing strategy. The resource explores the fundamentals of integrating across strategy, technology, and execution to implement a customer-centric approach over time. It offers advice on how to accomplish this goal through the effective management and use of data from deliberate, informed interactions across channels and media. The Imperatives are available in a complimentary, downloadable book and supported by an upcoming webinar series hosted by Merkle.

“Placing the customer at the center of the business strategy is a top priority for CMOs, but figuring out how to get there isn’t always clear,” said David Williams, president and CEO, Merkle. “The goal of the Marketing Imperatives is to advise CMOs in pursuit of this goal, providing actionable strategies for how they can reach it.”

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The Marketing Imperatives offer a roadmap for implementing a people-based marketing strategy. The transformation depends heavily on the integration of key aspects of the marketing approach. Three essential pillars are outlined to guide CMOs on the path to growing their businesses and building competitive advantage.

Integrate your customer strategy – A foundation of planning will help marketers build a more complete picture of their desired audience, evolving the marketing strategy into a 360-degree customer strategy. The outcome is a roadmap for personalized engagements across media and channels, spanning the entire life cycle.

Integrate your tech stack – In addition to building this full customer profile, organizations should be focused on fully integrating their tech stack. The resulting data hub is the centralized facility for real-time receipt and distribution of customer data that also allows marketers to execute and modify marketing strategies.

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Integrate your execution – Before embarking on this transformation, ensure the team has a clear vision of the integrated customer experience and enabling technology platform. This forms the basis of the plan, upon which you layer the people and processes required for execution. Remove the walls between organizational silos, while leveraging their unique capabilities. Clearly define, communicate, and measure every role and goal along the way.

“By using data and insights to build a complete 360-degree view of their customers, marketers can create personalized, informed messaging that differentiates their businesses from competitors,” said Craig Dempster, president, Merkle Americas. “In this year’s edition of the Marketing Imperatives, we examine the importance of integration and how the future of marketing favors companies that have the ability to link customer experience to data sourcing, management, insights, and activation across their own integrated platform.”

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Radius Launches 'Data for Good' To Give Back To Customers & Community For Philanthropic Use Of Data

Radius Launches ‘Data for Good’ To Give Back To Customers & Community For Philanthropic Use Of Data

B2B Enterprise Customer Data Platform Rallies Customers, Employees, And Nonprofit Organizations To Improve Society And Help Others

Radius, the first B2B enterprise customer data platform, is launching Data for Good, a program that helps both Radius employees and customers give back to their communities. When for-profit customers use Radius to support philanthropic and social causes, Radius will credit-back their account in full for any data used, in effect lowering the cost for customers to pursue important causes. In addition, Radius will donate its service to nonprofits, enabling these organizations to tap into a wealth of business data that can be used to enhance corporate outreach and pursue their charitable missions. The program also includes donation initiatives and employee volunteering to organizations with data-oriented missions.

“We know we have a greater responsibility than just building great technology, but to foster a community that benefits from what we build, our skills as a team, and the generous acts of our customers,” said Radius CEO, Joel Carusone. “We created Data for Good to support organizations that harness the power of data to create a better future and make a positive impact among their communities. We are excited to be a part of this instrumental step in using data for good, and to see all of the positive impact it has on our community.”

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We typically see big headlines highlighting the misuse of data, but Radius and its customers are shedding light on how data can be used to give back and support the community, especially when tragedies strike. For example, Radius customer PATLive used the The Network of Record to identify and reach businesses affected by Hurricane Harvey in order to offer its answering services for free while the community got back on its feet.

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Data for Good also extends to a donation commitment for nonprofits with data-oriented missions. When Radius customers use data to support the community, Radius will make a donation to either Girls Who Code, who work to close the gender gap in technology, or MissionBit, who strive to eliminate the tech divide for youth and adults living in the San Francisco Bay Area.

“Radius’ Data for Good program supports our mission with workshop volunteering, demo day hosting, and ongoing donations. Together, we will continue to reduce the tech divide and educate students on data science and computer programming,” said Stevon Cook, CEO and Founder, MissionBit.

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A Review of the Top 20 Acquisitions in the Marketing Technology Landscape

A Review of the Top 20 Acquisitions in the Marketing Technology Landscape

MarTech Series Reviews the Top 20 Acquisitions of 2018 That Disrupted the Technology Landscape

We begin the New Year with a round-up of the top 20 MarTech acquisitions in 2018. The article is part of the research that intends to shed light on the most-read MarTech topics focused on funding, acquisitions and product launches that were in demand in 2018. While one of the biggest acquisitions of 2018 was IBM acquiring Red-Hat, here are the rest that we found to be disruptive.

Cision Completes Acquisition of PRIME Research

Cision, a leading PR Tech firm, acquired PRIME Research in January last year. The acquisition was important for Cision to bolster their media measurement, professional services, and Artificial Intelligence and Machine Learning capabilities.

Read More…

Cost of Acquisition: Undisclosed

We got in touch with Connected Work Analysts at Frost & Sullivan to obtain commentary on the acquisitions of 2018. They said, ”As a team, we seem to agree that there is no point in trying to establish which acquisition was the largest in $$ value. Instead, we believe acquisitions must be evaluated based on their impact on the industry. We also seem to have reached a consensus that Cisco’s acquisition of BroadSoft was the most impactful acquisition in the UC/UCaaS space in 2018.”

SAP to Acquire Callidus Software Inc., Will Offer Comprehensive “Front Office” Suite

Callidus Software’s Lead to Money Suite combined with SAP’s cutting-edge consumer engagement platform is the perfect mix to emerge as industry’s leading CRM. No surprises then that SAP thought it was a great idea to acquire Callidus Cloud.

Cost of Acquisition: $2.4 billion

Townsquare Announces Acquisition Of Trenton, NJ Radio Stations

Acquisitions seem Townsquare’s forte as it continued acquiring in 2018. America’s third-largest AM-FM radio provider, the company has 320 radio stations in 66 markets. Townsquare originally started from radio and has since diversified its business into media.

Cost of Acquisition: $17 million

Also Read: SourceLink Completes Acquisition Of Path Interactive, A Leading Digital Marketing Agency

Salesforce-MuleSoft Deal: The Dynamic Shift in Marketing Cloud Equation

MarTech leader Salesforce decided to acquire Mulesoft to give a newer dimension to its product portfolio. Mulesoft has a unique attribute of associating enterprise data with it. Hence, the software can handle integrations of all components of an enterprise environment in a single system. Mulesoft’s clients were able to leverage these capabilities on disparate devices and software.

Cost of Acquisition: $6.5 billion

STRATACACHE Announces Acquisition of X2O Media from Barco

STRATACACHE acquired X2O from Barco Media in March 2018. The acquisition is crucial for STRATACACHE, the company being a leading digital engagement brand. X2O gets two things done for STRATACACHE — gets cash-cows as clients and enhances their interactive digital engagement capabilities.

Cost of Acquisition: Undisclosed

West Corporation Closes Landmark Acquisition of Nasdaq’s Public Relations and Digital Media Businesses

West Corporation’s acquisition of Nasdaq’s business ingests additional horsepower in the company’s already well-established technology-enabled services suite. Nasdaq’s business unit that has been acquired consists of Digital Media & Public Relations. This will significantly increase West’s outreach and consumer base.

Cost of Acquisition: $335 million

Infosys Completes Acquisition of Award-Winning Creative and Consumer Insight Agency, WONGDOODY

Infosys, one of the biggest names in consulting, technology and services of the future acquired WONGDOODY in May last year. WONGDOODY is a creative agency that also works in the consumer insights space. With studios in Seattle and Los Angles, WONGDOODY brings to Infosys, creative talent and deep marketing and brand engagement expertise.

Cost of Acquisition: $75 million

Impartner Continues Rapid Expansion of Channel Management Technology Portfolio with Announcement of New Acquisition

Impartner is perhaps the biggest brand when it comes to Partner Relationship Management. In June last year, it acquired Tremolo Software in an attempt to optimize brand engagement for its customers. Tremolo specializes in NewsOnDemand (automated newsletters) and SocialOnDemand (Social Content Syndication for vendor’s partner).

Cost of Acquisition: Undisclosed

Microsoft To Acquire GitHub For $7.5 Billion

Microsoft’s acquisition of GitHub opens a plethora of opportunities for almost 30 million developers. GitHub is the go-to platform for the developer community to train and educate themselves on the entire paradigm of coding. Microsoft’s benefit — the company has always had a developer first attitude.

Cost of Acquisition: Well, $7.5 billion

Adobe Completes Acquisition of Magento Commerce

One of the two big acquisitions of Adobe in 2018, Adobe’s acquisition of Magento integrates the latter’s Commerce Cloud into Adobe’s capabilities. With this, Adobe has been able to deliver a single, end-to-end digital experience platform.

Cost of Acquisition: $1.68 billion

Plantronics Completes Acquisition of Polycom

Plantronics acquired Polycom in July last year in its efforts to boost its capabilities in the Unified Communications and Collaboration Marketing Technology landscape. With the acquisition, Plantronics managed to focus on several aspects pertaining to human-technology exchange.

Cost of Acquisition: $2 billion

Also Read: RingCentral Announces Definitive Agreement to Acquire Connect First to Expand its Customer Engagement Portfolio

Gannett Completes Acquisition of WordStream

Gannett, the futuristic media company acquired WordStream in July 2018 — Wordstream is a SaaS solution for optimizing digital marketing services campaigns. The acquisition enabled Gannett to go light years ahead in its pursuit to accelerate digital transformation for every sector that it caters to.

Cost of Acquisition: $150 million

Forrester Adds Muscle to its CX Delivery Capabilities with New Acquisitions

July 2018 also saw Forrester making a couple of acquisitions so that the company can better its Customer Experience (CX) capabilities. Forrester acquired the following two brands –

  1. FeedbackNow — The company develops monitoring software to measure and enhance CX
  2. GlimpzIt — Artificial Intelligence and Machine Learning Provider

Cost of Acquisition: Undisclosed

George Colony
George Colony

“We work with business and technology leaders to develop customer-obsessed strategies and operations that drive growth,” said George Colony, CEO, Forrester.

Why Forrester and SiriusDecisions? Forrester provides the strategy needed to be successful in the age of the customer; SiriusDecisions provides the operational excellence. The combined unique value can be summarized in a simple statement:

You can read his full commentary here.

Workday Completes Acquisition of Adaptive Insights

Workday’s acquisition of Adaptive Insights in August 2018 successfully groomed the former’s itinerary of products. Adaptive Insights developed solutions that facilitate easier business planning. Workday, being a leader in Finance and Human Resource capabilities for the enterprise, leveraged Adaptive Insight to refine and sharpen its products.

Cost of Acquisition: $1.55 billion  

Amobee Completes Acquisition of Videology, Expands Advanced TV and Video Advertising Capabilities

Amobee’s acquisition of Videology’s assets helped the former equip itself with advanced TV and video advertising abilities. Amobee now has access to sophisticated data-driven linear-TV planning tools for its connected TV and digital video solutions.

Also Read: Integrate Acquires Listenloop and Widens Its Demand Generation Offerings

Cost of Acquisition: $101 million  

Kim Perell
Kim Perell

We spoke to Kim Perell, CEO, AMOBEE, to inquire about the state of the company’s acquisition of Videology. She said, “While television remains the largest single channel for advertising spend, the TV industry is transforming through the nascent stages of TV and video convergence for both viewers and advertisers. We saw an enormous opportunity with the acquisition of Videology,which had established its pedigree as the market-leading technology for video and linear TV. With consumers now moving seamlessly from screen to screen, from channel to channel, the incorporation of the Videology technology within the Amobee platform means that we are now able to provide best-in-class advertising solutions that drive results for our clients across the entire spectrum of media channels, seamlessly joining TV and digital planning, execution and reporting within a single interface.

Further, the strategic addition of Videology to our suite means that Amobee can work with progressive broadcasters to meet the goals of marketers more efficiently, with sophisticated audience-based planning technology and yield optimization solutions.

The net result of the acquisition is that Amobee is now in a pre-eminent position to capture the global digital marketing opportunity brought about by the ongoing convergence of TV and digital.”

Deloitte’s Acquisition of Magnetic’s Business Platform Enables New Capabilities for Deloitte

Deloitte announced that it will be acquiring Magnetic Media Inc’s Artificial Intelligence-powered business platform. This move clearly indicated Deloitte’s increased focus in the areas of Artificial Intelligence, Machine Learning, and Audience Data Analytics. This strategic acquisition helped Deloitte accelerate smarter and faster development of its Digital Experience Services platform.

Cost of Acquisition: Undisclosed

SiriusXM’ Acquisition of Pandora Creates the Largest Audio Entertainment Enterprise Globally

SiriusXM acquired Pandora in this third quarter of 2018, automatically transforming the company as the leader in the subscription radio domain. This is because SiriusXM, prior to the acquisition was only a vendor for in-car-radio. After the acquisition, the company could penetrate in other Radio Marketing Technology landscapes such as home radio, mobile radio, etc. Pandora was/is the largest US audio streaming platform.

Cost of Acquisition: $3.5 billion

Adobe to Buy Marketo; Leaps Ahead in the B2B Engagement Economy with this $4.75 Billion Acquisition

Adobe’s second-biggest acquisition after Magento, Marketo’s buyout ensured that Adobe infused some of the best B2B marketing technology techniques in its offering. Thanks to the Magento-Marketo acquisition, Adobe is now light years ahead of its competition. Not to mention that Magento-Marketo capabilities join extremely superior technologies such as Adobe Experience Cloud and Sensei AI.

Cost of Acquisition: $4.75 billion

SAP SE to Acquire Qualtrics International Inc., Sees Experience Management as the Future of Business

SAP’s technology engages with 77% of transactions worldwide. Combine that with Qualtrics’ experience data and you have the biggest platform to accelerate the XM category. This is a divine combination of Experience Data mixing with Operational Data to create an end-to-end global platform, at scale. We have yet to experience the force of this acquisition. But we will be on the lookout for the same.

Cost of Acquisition: $8 billion

Forrester To Acquire B2B Sales Research Firm, SiriusDecisions

Forrester is one of the most credible brands when it comes to businesses looking out for well-researched reports. SiriusDecisions has its niche in B2B research and the subsequent advice. Forrester acquiring SiriusDecisions helps the former expand in size and offer further innovative and customized solutions to its large clientele.

Cost of Acquisition: $245 million

We are concluding by mentioning our final two — Outreach’s acquisition of Sales Hacker and Claritas’ acquisition of Barometrics and completing our list.

Recommended Read: Campaign Monitor Expands into Enterprise Email Market with Acquisitions of Sailthru and Liveclicker

That was our review of the top 20 acquisitions in the Marketing Technology landscape for 2018. What do you think? Let us know at

Cognism Secures Innovative AI Patent to Enable B2B Organisations to Rapidly Identify New Revenue Opportunities

Cognism’s Revenue AI Engine Empowers B2B Organisations to Better Manage and Maintain Real-Time, Consistent and High-Quality Data

Cognism, the smart all-in-one B2B marketing and sales acceleration solution, has successfully secured a patent for an Artificial Intelligence (AI) engine to address the data challenges faced by sales and marketing teams in B2B organisations. The patent, referred to as the ‘System and method for computational disambiguation and prediction of dynamic datasets’, accelerates Cognism to the forefront of the B2B data industry.

Customer Relationship Management (CRM) is a well-established approach to managing a company’s interaction with current and potential customers. However, traditional CRM platforms are also complicated software products, making it difficult to maintain information with any degree of accuracy. Data starts to go out of date the minute it hits the system, creating issues in identifying decision-makers and/or the appropriate profile to do business with – particularly within international sales environments. In the best case, this leads to lost sales opportunities; in the worst case, companies waste huge resources targeting the wrong people, in the wrong place, at the wrong time, and with the wrong message. Improvements to the sales process must be supported by a completely different approach to data sourcing: static CRM is no longer good enough, B2B sales organisations need access to fresh, accurate, contextual and critically GDPR compliant data.

Also Read: TiVo Releases New Churn Analysis From Its Personalized Content Discovery Platform

Cognism has developed a Revenue AI engine that addresses these issues by tackling three distinct database flaws:

  • Removing ambiguity from – for example, job titles – by mapping common fields and creating a common language to allow businesses to more accurately identify desired user and business profiles
  • Enabling and enhancing the identification of international users and business profiles
  • Identifying and predicting frequently changing fields of user profiles to help ensure businesses are dealing with current and accurate CRM data

James Hodson, Chief Science Officer, Cognism, explains why such a system is essential for B2B organisations to adopt, “Not only does static CRM data rapidly lose its relevance, we know that in most cases it is contextually flawed at the outset, which means that organisations are missing out on both identifying and targeting their most valuable prospects. Through the Revenue AI engine, not only can companies identify the most relevant, timely revenue opportunities on an international scale, but a deep and accurate customer data resource can transform the accuracy of sales and marketing activity. Companies are not only prioritising outreach activity at the right time, but each prospect interaction is more focused and relevant to each persona.”

Also Read: SpringCM, a DocuSign Company, Named a Contract Lifecycle Management Leader in 2019 Report

It is evident that B2B organisations need a far better approach to identifying their key targets, approaching the best contacts and creating messages that resonate. As James Isilay, CEO, Cognism adds, that model has to be underpinned by real-time insight that encompasses both accurate, standard contact information as well as the key events, from funding rounds to staff hiring, that indicate a prospect’s readiness to buy, “With a constant feedback loop provided by our Revenue AI engine, our B2B clients are achieving real bottom line growth. This comes from using Revenue AI to better understand their core market, from purchase triggers to decision making personas. In today’s ever more discerning market, being able to deliver a personalised B2B sales message in the same way that people have become used to in a consumer environment will soon become a key to competitive advantage and profitable business growth.”

Recommended Read: Prediction Series 2019: Interview with Randy Frisch, CMO, Uberflip