Decoding Conversant's Mesobase, MarTech's First Customer and Prospect Relationship Management (CPRM) Platform

Decoding Conversant’s Mesobase, MarTech’s First Customer and Prospect Relationship Management (CPRM) Platform

All CMOs are driven to achieve the 3Es of marketing — Efficiency, Efficacy, and Engagement. Marketing Technology landscape has swelled to over 6000+ to actually allow CMOs get closer to their goals and increase marketing efficiency in a measurable manner. Today, marketing and sales teams have an unprecedented access to their customers and prospects, including their anonymous activity with you and across the web.

Recently, Conversant announced a powerful Marketing & Analytics Platform, Mesobase, to further empower marketing teams to deliver highly relevant campaigns to single anonymous identity. We spoke to Ric Elert, President, Conversant about the creation of Mesobase.

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Tell us about your role at Conversant and the team/technology you handle.

As President, I manage Conversant’s business operations, not including our sales team, and guide our corporate and product strategies. I simultaneously lead the engineering team at Epsilon. The goal in assuming these dual roles was to complete the interoperability and interaction of all Epsilon and Conversant technologies. Customers don’t differentiate between messages received through online and offline channels, meaning our clients need an all-encompassing connection or communication path with cross-device continuity. My position helps ensure we have that.

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What’s Mesobase and how does it help businesses build customer relations?

Mesobase is the industry’s first self-service Customer and Prospect Relationship Management (CPRM) platform.

We see brands that execute campaigns across different channels but have difficulty determining what’s driving revenue. Clients often have fragmented data on their customers, so they are unable to look at customers in a holistic way. And clients’ prospect data, if they have it, is often outdated demographic data. That’s where Mesobase comes in.

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Mesobase provides clients direct access and visibility into their customer and prospect data, with the ability to analyze, build audiences, activate and measure attribution.

Clients can create their own models to gather person-level insights and performance metrics that are more robust than those available in a marketing cloud, DMP or CDP. They can then take those models and run campaigns with us or another third-party partner. It takes the busy work out of marketing by reducing the time needed to shuffle through data and instead lets clients spend that time focusing on the performance end of marketing.

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Why did you choose to build a marketing and analytics platform in a tech-heavy ecosystem? How does Mesobase link to your other technologies for various channels and format?

We developed Mesobase because our clients requested it. Clients are frustrated with the lack of transparency from their digital marketing partners, especially the walled gardens. They want to understand how systems work and be able to see their real-time data.

In our case, they want to know how our system is so efficient in communicating with their customers and prospects. They wanted to see what we could see, so we built Mesobase on top of our CORE Platform to offer a client-specific view of customers and prospects in a live environment.

At the same time, we want clients to go in and use it without locking them into something rigid so we pre-built connectors to ensure Mesobase integrates with all Epsilon and Conversant technologies as well as hundreds of other offline and online marketing partners. This connection allows clients to activate the audiences they created in Mesobase with us or with their preferred marketing partner.

Mesobase is an open book that delivers a level of transparency and control clients can’t get anywhere else.

Could you elaborate further on how segment-based communications are moving to journey-based and trigger-moment-inspired outreach?

The biggest problem with segmentation is that people are incorrectly included or excluded from segments. There is a great degree of inefficiency in working with segments. When you don’t know who you need to speak to, you can easily end up with wasted media spend. Over time, the focus on segmentation shifted to personalization. The first goal of personalization is to look at your data in a person-centric view across channels and devices. It’s what we give clients in Mesobase.

How does Conversant deliver cross-industry benefits to modern businesses? Which sectors in the industry are best-placed to leverage Mesobase and why?

All companies need to develop stronger, more personal relationships with their customers, especially in today’s ultra-competitive environment.

Mesobase helps clients understand their customers and prospects at a deeper level. We’ve found that companies with deep, ongoing relationships with their customers and an established ability to measure outcomes (transactions) are most interested in Mesobase, regardless of vertical.

Once clients understand their customers and prospects, we pride ourselves on our ability to accurately reach individuals at scale and help clients test their theories. Even companies that build a decent database and can analyze customers are still plagued by the ability to recognize and reach their customers and see the impact of those interactions. Mesobase provides all that.

What does your product/ marketing roadmap for Mesobase look for 2018-2022? Are you planning to add any technology partners to increase adoption rate?

The key to increasing the adoption rate of Mesobase isn’t about adding technology partners but instead adding data sources that help further describe an individual in real time. Our analysis and experience indicate that brands need to communicate with customers when they show intent to take an action.

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Mesobase provides access to intent data and empowers clients to quickly react to those intentions on any channel, regardless of what platform they’re using to deliver media. Our roadmap also includes providing more attribution and marketing mix planning. In doing so, Mesobase would allow clients to do these analyses by an individual for the first time.

What are your thoughts on AI/ML and the scope of IoT in completely revolutionizing Digital Reinventions for omnichannel businesses?

Machine learning enables us to understand and learn from the ongoing interactions people have with brands and then fine tune those reactions in real time. It’s like two people having a conversation.

Whether a brand is trying to sell a high-dollar item occasionally or a low-price item regularly, machine learning can adjust the conversation based on past experience. Ultimately, machine learning allows for efficient communication with a higher rate of return.

You still see a lot of marketing initiatives that follow a similar pattern: Run a program. Stop. Run a program. Stop. These programs are not only disjointed for customers but fail to provide any value to marketers.

Thank You, Ric, for chatting with us about Mesobase! 

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Comcast Collaborates with Industry Partners on Blockgraph Software to Jumpstart the Use of Secure Data Sharing for Advanced TV Advertising

Comcast Collaborates with Industry Partners on Blockgraph Software to Jumpstart the Use of Secure Data Sharing for Advanced TV Advertising

Newly Launched, Peer-To-Peer Platform Allows Participants to Protect and Control Their Data, While Benefitting from the Shared Insights of Entire User Network

Comcast Cable Advertising, a division of Comcast Corporation, launched the next phase of Blockgraph, an industry initiative designed to create a secure way to use data and share information. Comcast is now working with other industry partners on this initiative, including Viacom and Spectrum Reach, the advertising sales division of Charter Communications, Inc., in a collaborative effort that will facilitate the secure exchange of privacy-compliant audience insights for addressable advertising. Additional media companies and MVPDs participating will be named shortly.

“It’s imperative that the use of data prioritizes the privacy of consumers’ personal information”

Blockgraph is designed to become the “identity layer” for the TV industry, providing a platform on which media companies and publishers can offer marketers best-in-class data capabilities without disclosing identifiable user data to third parties – adding additional protections to user privacy.

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At the core of the initiative is the Blockgraph platform, a blockchain-enabled software, incubated to date within Comcast’s FreeWheel group, which allows TV and media companies to control, connect, and safely activate their data at-scale. Comcast developed this software with the end goal of improving the efficiency and effectiveness of data-driven TV marketing and advertising, resulting in better planning, targeting, execution and measurement across screens.

Blockgraph helps solve data activation challenges for all parties within the global TV advertising ecosystem, including sellers of media, buyers of media and, importantly, consumers of media. An inherent characteristic of the platform is consumer privacy, since each Blockgraph participant’s data stays in its own systems and the participant continues to protect the data and manage the privacy of its users, including respecting any user choices regarding the use of the data.

“Data is a valuable and sensitive asset for media companies and consumers so understandably, it must be protected,” said Jason Manningham, General Manager, Blockgraph. “At the same time, data is now the fuel powering media and advertising. The TV community needs to ensure that we can compete with the data capabilities of digital-first companies. We understand that providing a safe way to protect data while benefitting from collective insights is the path forward. And we believe Blockgraph offers that path.”

Today, stitching together data attributes between two parties, such as an advertiser and a media company, generally requires sending data to a centralized third-party provider. This provider does a bi-lateral blind match between the two parties, then sends back non-identifiable data segments that can be used for targeting or measurement. In contrast, Blockgraph is a peer-to-peer platform that allows all participants to perform blind matches directly with one another, secured through encryption technologies, non-identifiable data and blockchain protocols. In addition to greater security and control, Blockgraph allows participants to benefit from shared learnings of the network as additional attributes are matched against encrypted Blockgraph Identifiers.

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Comcast is currently working with NBCUniversal to test Blockgraph’s capabilities with plans of incorporating it into its addressable offering in early 2019.

Comcast is also in talks with several other potential Blockgraph participants for future rollouts to escalate the initiative’s scale and backing. Key among these is Viacom, whose early involvement as a leading partner in providing feedback to help shape the product roadmap and structure of the Blockgraph initiative has been integral in elevating its impact and adoption.

“Viacom has long been committed to advancements in television advertising and industry collaboration to deliver better ads for clients and enhance the consumer experience,” said Kern Schireson, Executive Vice President, Chief Data Officer, Viacom. “We’re happy to partner with Comcast on Blockgraph’s technology and platform to facilitate the valuable exchange of data insights as a necessary catalyst to scale our collective capabilities.”

Spectrum Reach is another leading collaborator with early involvement helping to shape the initiative.

“It’s imperative that the use of data prioritizes the privacy of consumers’ personal information,” said David Kline, Executive Vice President, and President of Spectrum Reach. “Blockgraph’s technology offers enhanced security and privacy protections by allowing all players within the TV ecosystem to directly share insights derived from anonymized and aggregated information. We support this initiative believing it will help set the standard for secure information sharing in the years to come.”

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“Blockgraph is another example of the industry coming together to adopt new standards and technologies that will allow us to compete more effectively as a medium, while simultaneously delivering more value to our advertising clients,” said Paola Colombo, General Manager Adtech & Business Development at Pubitalia, the advertising unit of Mediaset, Italy’s leading commercial broadcaster. “Since Blockgraph is a peer-to-peer network, the greater the adoption by the TV industry, the greater the potential depth and scale of its data insights. We look forward to working together with our partners on this collaborative effort.”

“Comcast has invested in building the Blockgraph technology, but we do not want this to remain solely a Comcast-led initiative. We are inviting the entire TV industry to participate in Blockgraph so that it becomes a true industry undertaking,” said Marcien Jenckes, President, Comcast Cable Advertising. “When scaled, non-personably identifiable data becomes available to all, the focus shifts to what a provider is able to do with that data and how it can be used to drive outcomes. We believe that when advanced data capabilities are paired with TV and premium video’s awareness and engagement advantages, results will be difficult to beat.”

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Take Your Data with You! ReadyCloud CRM’s Magento 1 & 2 Integrations Make Switching Effortless

Take Your Data with You! ReadyCloud CRM’s Magento 1 & 2 Integrations Make Switching Effortless

The ecommerce suite built for customer retention and growth, ReadyCloud CRM, has just announced all-new integrations for Adobe’s Magento 1 and 2 platforms. An orders-based CRM, ReadyCloud creates instant customer profiles from cross-channel data, including Amazon and eBay, to give users a 360-degree view of the customer journey.

But that’s not all ReadyCloud CRM can do. For online retailers looking to switch platforms, data loss has always been a pain point. But if they plug ReadyCloud CRM into their existing platform before they switch to Magento 1 or 2, they’ll be able to take all their data with them.

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“Order data is the heart of any business and ReadyCloud CRM works fast to import your existing online store’s order history,” explains Michael Lazar, an Executive at ReadyCloud CRM. “E-retailers are no longer tethered to their store. If you want to move, then move. The sync is easy and automated, and the results are amazing!”

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ReadyCloud’s robust feature set give’s retailers everything they need to succeed in ecommerce. From integrated tasks and team management to detailed reporting, event calendar, customer-focused notes, tagging and sorting features, and so much more. Premium plugins like ReadyShipper X add a powerful, hybrid-cloud shipping solution, while others, like ReadyReturns, add “Prime-like” returns to any online store.

“ReadyCloud is an invaluable tool for Magento developers and ISPs who host Magento sites. It makes onboarding customers who were previously on different platforms a breeze,” Lazar says. “If you ask around, preserving order and shipping history was always the hard part. ReadyCloud is great at it.”

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METRO Leverages Zilliant IQ Platform in Turkey

METRO Leverages Zilliant IQ Platform in Turkey

Actionable Intelligence for Smarter B2B Foodservice Decisions

Zilliant, a multi-tenant SaaS company that helps B2B enterprises turn data into actionable intelligence to accelerate profitable growth, announced that METRO, a leading international specialist in food wholesale and retail, will implement and utilize the Zilliant Price IQ platform in Turkey.

“We believe that Zilliant is the right partner to support our ambitious growth plans,” said METRO Cash & Carry Foodservice Director Deniz Alkaḉ. “They are uniquely positioned to deliver optimized pricing guidance in both our Cash & Carry and Foodservice Delivery (FSD) businesses.”

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METRO had investigated multiple software companies in the marketplace and concluded that Zilliant Price IQ was the only solution able to simultaneously address both shelf and FSD pricing optimization. Using a thorough business diagnostic process, Zilliant uncovered significant pricing opportunities by leveraging AI and advanced analytics, therefore solidifying METRO’s decision to engage in a long-term partnership with Zilliant.

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“We’re thrilled to expand our relationship with the METRO group,” said Zilliant President & CEO Greg Peters. “Zilliant is uniquely positioned among price optimization and prescriptive sales solution vendors to deliver a single solution and instance that can enable B2B companies to accelerate profitable growth with AI-driven actionable insights that result in smarter commercial decisions throughout the company.”

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True Influence CMO Kay Kienast Accepted into Forbes Communications Council

True Influence CMO Kay Kienast Accepted into Forbes Communications Council

Forbes Communications Council is an Invitation-Only Community for Executives in Communications, Marketing, and PR

Kay Kienast, CMO at True Influence, the technology leader of intent-based marketing and lead generation solutions, has been accepted into Forbes Communications Council, an invitation-only community for executives in communications, marketing, and public relations.

Kienast was vetted and selected by a review committee based on the depth and diversity of her experience. Criteria for acceptance include a track record of successfully impacting business growth metrics, as well as personal and professional achievements and honors.

“We are honored to welcome Kay Kienast into the community,” said Scott Gerber, founder of Forbes Councils, the collective that includes Forbes Communications Council. “Our mission with Forbes Councils is to bring together proven leaders from every industry, creating a curated, social capital-driven network that helps every member grow professionally and make an even greater impact on the business world.”

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As an accepted member of the Council, Kienast has access to a variety of exclusive opportunities designed to help her reach peak professional influence. She will connect and collaborate with other respected local leaders in a private forum. Kienast will also be invited to work with a professional editorial team to share her expert insights in original business articles on Forbes.com, and to contribute to published Q&A panels alongside other experts.

Finally, Kienast will benefit from exclusive access to vetted business service partners, membership-branded marketing collateral, and the high-touch support of the Forbes Councils member concierge team.

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“I’m excited and honored to be chosen as part of the respected network of communication leaders in the Forbes Communications Council,” said Kay Kienast, CMO of True Influence. “I look forward to utilizing the resources within this group to further solidify our commitment to making B2B marketers successful with our demand generation and intent-based solutions.”

Kienast has more than 15 years of experience in building end-to-end, data-driven campaigns. Her expertise includes customer-facing digital content programs; designing data warehouses and analytics in all leading marketing platforms; developing waterfall methodologies and customer personas; and brand exposure via web and social channels. Before joining True Influence, Kienast served as Head of Marketing Operations for GE Digital and Head of Marketing for Seagate/EVault. She has also held leadership positions at Lexmark, Avocent and CDW.

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Looker Earns Two Spots on G2 Crowd “Best Software Awards 2019”

Looker Earns Two Spots on G2 Crowd “Best Software Awards 2019”

Ranked by Users in Both the Top 50 Products for Mid-Market and Top 50 Fastest Growing Products

Looker, a leading data platform company, announced it has been recognized in two categories in the 2019 Best Software Awards from the G2 Crowd, the largest business commerce platform. Looker was identified in both the Top 50 Products for Mid-Market, and the Top 50 Fastest Growing Products.

@lookerdata recognized in 2019 Best Software Awards from the @g2crowd

The equivalent of The People’s Choice Awards for tech companies, G2 Crowd’s Best Software Awards provides the definitive ranking of the best software companies and products worldwide. Tech companies on the list are selected with data provided by its software users, and as a result, have proven their commitment to customers and providing technology that delivers.

With over 45,000 software companies on G2, Looker’s recognition on both the prestigious Top 50 Products for Mid-Market (#21) list and Top 50 Fastest Growing Products (#27) list is an exceptional achievement and one that can only be earned through the endorsement of its users.

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“Our goal is to build a data platform that truly impacts the day-to-day life of our customers by allowing them to easily visualize and understand their data,” said Nick Caldwell, Chief Product Officer at Looker. “This award is particularly meaningful as it’s based on direct feedback from our customers and we are extremely thankful for that recognition. In 2019, you can expect to see continued growth as our platform becomes even more flexible with new applications, features, and integrations that further our mission of delivering data workflows to virtually any business and function.”

Looker is the new Platform for Data that streamlines the data supply chain to put real, actionable information into the hands of all employees across all industries when they need it. It allows any organization to extract value from data at web scale, utilizes powerful department specific plug-and-play applications and empowers a global ecosystem of partners and developers to easily build third-party applications on its platform. This is Looker’s second time earning their title as one of G2’s Best Software winners as the company was listed on both the Top 100 and Top 50 Products for Mid-Market lists in 2018.

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G2 Crowd compiled the list using data collected from over 270,000 authentic customer reviews spanning nearly 60,000 software products, with every single review vetted by an individual person, not a machine, to ensure legitimacy.

“This is no subjective list by a few people giving their opinions,” explains Godard Abel, CEO, and co-founder of the G2 Crowd. “With the highest traffic and engagement, largest selection of products and services, and highest quality data, G2 Crowd is able to harness more than 4 million data points to determine which products and companies are doing the best job of helping businesses reach their potential.”

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Mvix Adds Over 150 Business Data Sources to Their Digital Signage Software

Mvix Adds Over 150 Business Data Sources to Their Digital Signage Software

The Software Now Includes over 150 Data Sources like Salesforce, Google Analytics, HubSpot, MySQL, Quickbooks, Shopify, Netsuite and More

Mvix, a leading provider of content-rich digital signage software and solutions, announced the launch of a data integrations portal with over 150 business data sources and integrations.

The portal, which lives within the Mvix digital signage software, includes data sources like Salesforce, Google Analytics, HubSpot, MySQL, Quickbooks, Shopify, Netsuite and more. Using data from these business tools, users can create charts and dashboards to display KPIs and performance on digital signage screens.

How It Works

Connect business data

Within the data integrations portal, Mvix users first add their data sources such as Salesforce, Google Analytics, HubSpot, MySQL, Google Sheets and Excel, Amazon Redshift and more. Having all of this data in one place centralizes business data, creating a single source of truth for the business.

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Create charts and dashboards

Using a smart builder, the data is used to create custom reports and charts showing performance metrics and KPIs. The charts can be grouped together to create dashboards.

For example, a sales dashboard can have charts showing total sales quotes, weekly sales, quotes vs. booked orders, and pipeline tracking.

A marketing dashboard will include charts for total inbound leads and lead sources, impressions and clicks from ads, number of new trials, cart abandonment rate and weekly site visitors.

A company health dashboard will have charts displaying the fiscal progress, customer lifetime value, overall return rate, average days until second order, customer pain points and more.

Dashboards help teams to better understand and visualize key metrics that will help their business grow faster.

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Deploy to teams

The dashboards are then deployed to digital signage screens to keep large teams in sync and inspire focus.

Since the dashboard display is auto-updated anytime the data changes at the source, the on-screen content is always fresh and relevant. This real-time dissemination of business intelligence data within or across teams can help companies make quicker decisions.

For example, a marketing dashboard can be used to monitor buying behavior and inform marketing strategy.

A sales dashboard can be used to drive marketing spend, accountability and growth.

A company health dashboard can be used to pinpoint customer pains to drive product, marketing and sales initiatives.

By broadcasting the dashboards on digital signage screens, employees are kept in the loop so they can align their efforts to the goals that matter most.

“The Mvix data integrations portal houses core business data in one place. Blending insights and data from business apps like Google Analytics, Quickbooks, Facebook, Excel and many others will truly establish a data-driven culture and accelerate growth,” says Mike Kilian, senior director of business development. “When easily seen on digital signage screens, performance metrics and KPIs will be at your team’s fingertips and always on their mind.”

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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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