Nov
14
2019
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Adobe announces GA of customer data platform

The customer data platform (CDP) is the newest tool in the customer experience arsenal as big companies try to help customers deal with data coming from multiple channels. Today, Adobe announced the general availability of its CDP.

The CDP is like a central data warehouse for all the information you have on a single customer. This crosses channels like web, email, text, chat and brick and mortar in-person visits, as well as systems like CRM, e-commerce and point of sale. The idea is to pull all of this data together into a single record to help companies have a deep understanding of the customer at an extremely detailed level. They then hope to leverage that information to deliver highly customized cross-channel experiences.

The idea is to take all of this information and give marketers the tools they need to take advantage of it. “We want to make sure we create an offering that marketers can leverage and makes use of all of that goodness that’s living within Adobe Experience platform,” Nina Caruso, product marketing manager for Adobe Audience Manager, explained.

She said that would involve packaging and presenting the data in such a way to make it easier for marketers to consume, such as dashboards to deliver the data they want to see, while taking advantage of artificial intelligence and machine learning under the hood to help them find the data to populate the dashboards without having to do the heavy lifting.

Beyond that, having access to real-time streaming data in one place under the umbrella of the Adobe Experience Platform should enable marketers to create much more precise market segments. “Part of real-time CDP will be building productized primo maintained integrations for marketers to be able to leverage, so that they can take segmentations and audiences that they’ve built into campaigns and use those across different channels to provide a consistent customer experience across that journey life cycle,” Caruso said.

As you can imagine, bringing all of this information together, while providing a platform for customization for the customer, raises all kinds of security and privacy red flags at the same time. This is especially true in light of GDPR and the upcoming California privacy law. Companies need to be able to enforce data usage rules across the platform.

To that end, the company also announced the availability of Adobe Experience Platform Data Governance, which helps companies define a set of rules around the data usage. This involves “frameworks that help [customers] enforce data usage policies and facilitate the proper use of their data to comply with regulations, obligations and restrictions associated with various data sets,” according to the company.

“We want to make sure that we offer our customers the controls in place to make sure that they have the ability to appropriately govern their data, especially within the evolving landscape that we’re all living in when it comes to privacy and different policies,” Caruso said.

These tools are now available to Adobe customers.

Oct
21
2019
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Veteran enterprise exec Bob Stutz is heading back to SAP

Bob Stutz has had a storied career with enterprise software companies, including stints at Siebel Systems, SAP, Microsoft and Salesforce. He announced on Facebook last week that he’s leaving his job as head of the Salesforce Marketing Cloud and heading back to SAP as president of customer experience.

Bob Stutz Facebook announcement

Bob Stutz Facebook announcement

Constellation Research founder and principal analyst Ray Wang says that Stutz has a reputation for taking companies to the next level. He helped put Microsoft CRM on the map (although it still had just 2.7% market share in 2018, according to Gartner) and he helped move the needle at Salesforce Marketing Cloud.

Bob Stutz

Bob Stutz, SAP’s new president of customer experience (Photo: Salesforce)

“Stutz was the reason Salesforce could grow in the Marketing Cloud and analytics areas. He fixed a lot of the fundamental architectural and development issues at Salesforce, and he did most of the big work in the first 12 months. He got the acquisitions going, as well,” Wang told TechCrunch. He added, “SAP has a big portfolio, from CallidusCloud to Hybris to Qualtrics, to put together. Bob is the guy you bring in to take a team to the next level.”

Brent Leary, who is a long-time CRM industry watcher, says the move makes a lot of sense for SAP. “Having Bob return to head up their Customer Experience business is a huge win for SAP. He’s been everywhere, and everywhere he’s been was better for it. And going back to SAP at this particular time may be his biggest challenge, but he’s the right person for this particular challenge,” Leary said.

Screenshot 2019 10 21 09.15.45

The move comes against the backdrop of lots of changes going on at the German software giant. Long-time CEO Bill McDermott recently announced he was stepping down, and that Jennifer Morgan and Christian Klein would be replacing him as co-CEOs. Earlier this year, the company saw a line of other long-time executives and board members head out the door, including SAP SuccessFactors COO Brigette McInnis-Day; Robert Enslin, president of its cloud business and a board member; CTO Björn Goerke; and Bernd Leukert, a member of the executive board.

Having Stutz on board could help stabilize the situation somewhat, as he brings more than 25 years of solid software company experience to bear on the company.

Sep
10
2019
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Latest Adobe tool helps marketers work directly with customer journey data

Adobe has a lot going on with Analytics and the Customer Experience Platform, a place to gather data to understand customers better. Today, it announced a new analytics tool that enables employees to work directly with customer journey data to help deliver a better customer experience.

The customer journey involves a lot of different systems, from a company data lake to CRM to point of sale. This tool pulls all of that data together from across multiple systems and various channels and brings it into the data analysis workspace, announced in July.

Nate Smith, group manager for product marketing for Adobe Analytics, says the idea is to give access to this data in a standard way across the organization, whether it’s a data scientist, an analyst with SQL skills or a marketing pro simply looking for insight.

“When you think about organizations that are trying to do omni-channel analysis or trying to get that next channel of data in, they now have the platform to do that, where the data can come in and we standardize it on an academic model,” he said. They then layer this ability to continuously query the data in a visual way to get additional insight they might not have seen.

Adobe screenshot 1

Screenshot: Adobe

Adobe is trying to be as flexible as possible in every step of the process, and openness was a guiding principle here, Smith said. That means that data can come from any source, and users can visualize it using Adobe tools or an external tool like Tableau or Looker. What’s more, they can get data in or out as needed, or even use your their own models, Smith said.

“We recognize that as much as we’d love to have everyone go all in on the Adobe stack, we understand that there is existing significant investment in other tech and that integration and interoperability really needs to happen, as well,” he said.

Ultimately this is about giving marketers access to a full picture of the customer data to deliver the best experience possible based on what you know about them. “Being able to have insight and engagement points to help with the moments that matter and provide great experience is really what we’re aiming to do with this,” he said.

This product will be generally available next month.

Aug
05
2019
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Segment CEO Peter Reinhardt is coming to TechCrunch Sessions: Enterprise to discuss customer experience management

There are few topics as hot right now in the enterprise as customer experience management, that ability to collect detailed data about your customers, then deliver customized experiences based on what you have learned about them. To help understand the challenges companies face building this kind of experience, we are bringing Segment CEO Peter Reinhardt to TechCrunch Sessions: Enterprise on September 5 in San Francisco (p.s. early-bird sales end this Friday, August 9).

At the root of customer experience management is data — tons and tons of data. It may come from the customer journey through a website or app, basic information you know about the customer or the customer’s transaction history. It’s hundreds of signals and collecting that data in order to build the experience where Reinhardt’s company comes in.

Segment wants to provide the infrastructure to collect and understand all of that data. Once you have that in place, you can build data models and then develop applications that make use of the data to drive a better experience.

Reinhardt, and a panel that includes Qualtrics’ Julie Larson-Green and Adobe’s Amit Ahuja, will discuss with TechCrunch editors the difficulties companies face collecting all of that data to build a picture of the customer, then using it to deliver more meaningful experiences for them. See the full agenda here.

Segment was born in the proverbial dorm room at MIT when Reinhardt and his co-founders were students there. They have raised more than $280 million since inception. Customers include Atlassian, Bonobos, Instacart, Levis and Intuit .

Early-bird tickets to see Peter and our lineup of enterprise influencers at TC Sessions: Enterprise are on sale for just $249 when you book here; but hurry, prices go up by $100 after this Friday!

Are you an early-stage startup in the enterprise-tech space? Book a demo table for $2,000 and get in front of TechCrunch editors and future customers/investors. Each demo table comes with four tickets to enjoy the show.

Jun
27
2019
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Fellow raises $6.5M to help make managers better at leading teams and people

Managing people is perhaps the most challenging thing most people will have to learn in the course of their professional lives – especially because there’s no one ‘right’ way to do it. But Ottawa-based startup Fellow is hoping to ease the learning curve for new managers, and improve and reinforce the habits of experienced ones with their new people management platform software.

Fellow has raised $6.5 million in seed funding, from investors including Inovia Capital, Felicis Ventures, Garage Capital and a number of angels. The funding announcement comes alongside the announcement of their first customers, including Shopify (disclosure: I worked at Shopify when Fellow was implemented and was an early tester of this product, which is why I can can actually speak to how it works for users).

The Fellow platform is essentially a way to help team leads interact with their reports, and vice versa. It’s a feedback tool that you can use to collect insight on your team from across the company; it includes meeting supplemental suggestions and templates for one-on-ones, and even provides helpful suggestions like recommending you have a one-on-one when you haven’t in a while; and it all lives in the cloud, with integrations for other key workplace software like Slack that help it integrate with your existing flow.

Fellow co-founder and CEO Aydin Mirzaee and his co-founding team have previous experience building companies: They founded Fluidware, a survey software company, in 2008 and then sold it to SurveyMonkey in 2014. In growing the team to over 100 people, Mirzaee says they realized where there were gaps, both in his leadership team’s knowledge and in available solutions on the market.

“Starting the last company, we were in our early 20s, and like the way that we used to learn different practices was by using software, like if you use the Salesforce, and you know nothing about sales, you’ll learn some things about sales,” Mirzaee told me in an interview. “If you don’t know about marketing, use Marketo, and you’ll learn some things about marketing. And you know, from our perspective, as soon as we started actually having some traction and customers and then hired some people, we just got thrown into it. So it was ‘Okay, now, I guess we’re managers.’ And then eventually we became managers of managers.”

Fellow Team Photo 2019

Mirzaee and his team then wondered why a tool like Salesforce or Marketo didn’t exist for management. “Why is it that when you get promoted to become a manager, there isn’t an equivalent tool to help you with that?” he said.

Concept in hand, Fellow set out to build its software, and what it came up with is a smartly designed, user-friendly platform that is accessible to anyone regardless of technical expertise or experience with management practice and training. I can attest to this first-hand, since I was a first-time manager using Fellow to lead a team during my time at Shopify – part of the beta testing process that helped develop the product into something that’s ready for broader release. I was not alone in my relative lack of management knowledge, Mirzaee said, and that’s part of why they saw a clear need for this product.

“The more we did research, the more we figured out that obviously, managers are really important,” he explained. “70% of customer engagements are due to managers, for instance. And when people leave companies, they tend to leave the manager, not the company. The more we dug into it the more it was clear that there truly was this management problem –  management crisis almost, and that nobody really had built a great tool for managers and their teams like.”

Fellow’s tool is flexible enough to work with specific management methodologies like setting SMART goals or OKRs for team members, and managers can use pre-set templates or build their own for things like setting meeting talking points, or gathering feedback from the colleagues of their reports.

Right now, Fellow is live with a number of clients including Shoify, Vidyard, Tulip, North and more, and it’s adding new clients who sign up on a case-by-case basis, but increasing the pace at which it onboard new customers. Mirzaee explained that it hopes to open sign ups entirely later this year.

Jun
27
2019
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Amperity update gives customers more control over Customer Data Platform

The Customer Data Platform (CDP) has certainly been getting a lot of attention in marketing software circles over the last year as big dawgs like Salesforce and Adobe enter the fray, but Amperity, a Seattle-based startup, has been building a CDP solution since it launched in 2016, and today it announced some updates to give customers more control over the platform.

Chris Jones, chief product officer at Amperity, says this is an important step for the startup. “If you think about the evolution of our company, we started with an idea that turned into a [Marketing Data Platform], which was the engine that powered all of that, but that engine was largely operated by our delivery team. We’re now putting the power of that engine into the customers’ hands and giving them the full access to that,” Jones explained.

That is giving customers — which include Alaska Airlines, Nordstrom and The Gap — the power to control how the software works in the context of their companies, rather than using a black box approach where you have to use the software as delivered. He says that customers want the ability to start using the system to gain insights on their own.

One of the primary pieces in the newest version of Amperity to allow them to do that is Stitch, a tool that lets users pull together all of the interactions from a customer in a single view —  ingesting the data, sorting, deduplicating it and delivering a list of all the interactions a brand has had with a given customer. From there, they can use the new Customer 360 visualization to get a more graphical view of the data.

Amperity Stitch 2019

Amperity Stitch Screenshot: Amperity.

Jones says companies can use this data to help different groups within a company, whether marketing, sales or service, understand the customer better before or during an interaction. For example, a marketer can segment the data in a very granular way to find all of the regular customers who aren’t part of the company loyalty program, and deliver them an email listing all of the benefits of joining.

Amperity launched in 2016, and has raised $37 million across two rounds. Its most recent funding came in 2017, a $28 million investment led by Tiger Global Management, according to Crunchbase data.

Jun
10
2019
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Salesforce is buying data visualization company Tableau for $15.7B in all-stock deal

On the heels of Google buying analytics startup Looker last week for $2.6 billion, Salesforce today announced a huge piece of news in a bid to step up its own work in data visualization and (more generally) tools to help enterprises make sense of the sea of data that they use and amass: Salesforce is buying Tableau for $15.7 billion in an all-stock deal.

The latter is publicly traded and this deal will involve shares of Tableau Class A and Class B common stock getting exchanged for 1.103 shares of Salesforce common stock, the company said, and so the $15.7 billion figure is the enterprise value of the transaction, based on the average price of Salesforce’s shares as of June 7, 2019.

This is a huge jump on Tableau’s last market cap: it was valued at $10.79 billion at close of trading Friday, according to figures on Google Finance. (Also: trading has halted on its stock in light of this news.)

The two boards have already approved the deal, Salesforce notes. The two companies’ management teams will be hosting a conference call at 8am Eastern and I’ll listen in to that as well to get more details.

This is a huge deal for Salesforce as it continues to diversify beyond CRM software and into deeper layers of analytics.

The company reportedly worked hard to — but ultimately missed out on — buying LinkedIn (which Microsoft picked up instead), and while there isn’t a whole lot in common between LinkedIn and Tableau, this deal will also help Salesforce extend its engagement (and data intelligence) for the customers that Salesforce already has — something that LinkedIn would have also helped it to do.

This also looks like a move designed to help bulk up against Google’s move to buy Looker, announced last week, although I’d argue that analytics is a big enough area that all major tech companies that are courting enterprises are getting their ducks in a row in terms of squaring up to stronger strategies (and products) in this area. It’s unclear whether (and if) the two deals were made in response to each other, although it seems that Salesforce has been eyeing up Tableau for years.

“We are bringing together the world’s #1 CRM with the #1 analytics platform. Tableau helps people see and understand data, and Salesforce helps people engage and understand customers. It’s truly the best of both worlds for our customers–bringing together two critical platforms that every customer needs to understand their world,” said Marc Benioff, chairman and co-CEO, Salesforce, in a statement. “I’m thrilled to welcome Adam and his team to Salesforce.”

Tableau has about 86,000 business customers, including Charles Schwab, Verizon (which owns TC), Schneider Electric, Southwest and Netflix. Salesforce said Tableau will operate independently and under its own brand post-acquisition. It will also remain headquartered in Seattle, Wash., headed by CEO Adam Selipsky along with others on the current leadership team.

Indeed, later during the call, Benioff let it drop that Seattle would become Salesforce’s official second headquarters with the closing of this deal.

That’s not to say, though, that the two will not be working together.

On the contrary, Salesforce is already talking up the possibilities of expanding what the company is already doing with its Einstein platform (launched back in 2016, Einstein is the home of all of Salesforce’s AI-based initiatives); and with “Customer 360,” which is the company’s product and take on omnichannel sales and marketing. The latter is an obvious and complementary product home, given that one huge aspect of Tableau’s service is to provide “big picture” insights.

“Joining forces with Salesforce will enhance our ability to help people everywhere see and understand data,” said Selipsky. “As part of the world’s #1 CRM company, Tableau’s intuitive and powerful analytics will enable millions more people to discover actionable insights across their entire organizations. I’m delighted that our companies share very similar cultures and a relentless focus on customer success. I look forward to working together in support of our customers and communities.”

“Salesforce’s incredible success has always been based on anticipating the needs of our customers and providing them the solutions they need to grow their businesses,” said Keith Block, co-CEO, Salesforce. “Data is the foundation of every digital transformation, and the addition of Tableau will accelerate our ability to deliver customer success by enabling a truly unified and powerful view across all of a customer’s data.”

Apr
02
2019
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Edgybees’s new developer platform brings situational awareness to live video feeds

San Diego-based Edgybees today announced the launch of Argus, its API-based developer platform that makes it easy to add augmented reality features to live video feeds.

The service has long used this capability to run its own drone platform for first responders and enterprise customers, which allows its users to tag and track objects and people in emergency situations, for example, to create better situational awareness for first responders.

I first saw a demo of the service a year ago, when the team walked a group of journalists through a simulated emergency, with live drone footage and an overlay of a street map and the location of ambulances and other emergency personnel. It’s clear how these features could be used in other situations as well, given that few companies have the expertise to combine the video footage, GPS data and other information, including geographic information systems, for their own custom projects.

Indeed, that’s what inspired the team to open up its platform. As the Edgybees team told me during an interview at the Ourcrowd Summit last month, it’s impossible for the company to build a new solution for every vertical that could make use of it. So instead of even trying (though it’ll keep refining its existing products), it’s now opening up its platform.

“The potential for augmented reality beyond the entertainment sector is endless, especially as video becomes an essential medium for organizations relying on drone footage or CCTV,” said Adam Kaplan, CEO and co-founder of Edgybees. “As forward-thinking industries look to make sense of all the data at their fingertips, we’re giving developers a way to tailor our offering and set them up for success.”

In the run-up to today’s launch, the company has already worked with organizations like the PGA to use its software to enhance the live coverage of its golf tournaments.

Mar
29
2019
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Marketing tech vendors need to find right balance between digital and human interactions

As I walked the long halls of Adobe Summit this week in Las Vegas and listened to the company’s marketing and data integration story, I thought about the obvious disconnect that happens between brands and their customers. With tons of data, a growing set of tools to bring it together and a desire to build an optimal experience, you would think we have been set up for thrilling consumer experiences, yet we all know that is not always what happens when the rubber meets the road.

Maybe part of the problem is that data sitting in databases doesn’t always translate into employee action when dealing directly with consumers. In many cases, the experience isn’t smooth, data isn’t passed from one source to another and when you do eventually reach a person, they aren’t always knowledgeable or even nice.

It’s to the point that when my data does get passed smoothly from bot to human CSA, and I’m not asked for the same information for the second or even third time, I’m pleasantly surprised, even a little shocked.

That’s probably not the story marketing automation vendors like Adobe and Salesforce want to hear, but it is probably far more common than the one about delighted customers. I understand the goal is to provide APIs to connect systems. It’s to stream data in real time from a variety of channels. It’s about understanding that data better by applying intelligent analytics, and to some extent I’m sure that’s happening and there are brands that truly do want to delight us.

The disconnect could be happening because brands can control what happens in the digital world much better than the real one. They can know at a precise level when you interact with them and try to right wrongs or inconsistencies as quickly as possible. The problem is when we move to human interactions — people talking to people at the point of sale in a store, or in an office or via any communications channel — all of that data might not be helpful or even available.

The answer to that isn’t to give us more digital tools, or more tech in general, but to work to improve human-to-human communication, and maybe arm those human employees with the very types of information they need to understand the person they are dealing with when they are standing in front of them.

If brands can eventually get these human touch points right, they will build more loyal customers who want to come back, the ultimate goal, but right now the emphasis seems to be more on technology and the digital realm. That may not always achieve the desired results.

This is not necessarily the fault of Adobe, Salesforce or any technology vendor trying to solve this problem, but the human side of the equation needs to be a much stronger point of focus than it currently seems to be. In the end, all the data in the world isn’t going to save a brand from a rude or uninformed employee in the moment of customer contact, and that one bad moment can haunt a brand for a long, long time, regardless of how sophisticated the marketing technology it’s using may be.

Mar
26
2019
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Adobe announces deeper data sharing partnership with Microsoft around accounts

Microsoft and Adobe have been building a relationship for some time, and today at Adobe Summit in Las Vegas the two companies announced a deeper integration between the two platforms.

It involves sharing Marketo data, the company that Adobe acquired last September for $4.75 billion. Because it’s marketers, they were duty-bound to give it a new name. This data-sharing approach is being dubbed Account Based Experience, or ABX for short. The two companies are sharing data account data between a number of sources, including Marketo Engage in Adobe Experience Cloud and Microsoft Dynamics 365 for Sales, as well as the LinkedIn, the business social platform Microsoft bought in 2016 for a whopping $26.2 billion.

Microsoft has been trying to find ways to put that LinkedIn data to work, and tools like Marketo can use the data in LinkedIn to understand their account contacts better. Steve Lucas, former CEO at Marketo, who is now senior vice president and head of the Marketo team at Adobe, says accounts tend to be much more complex sales than selling to individuals, involving multiple decision makers. It’s a sales cycle that can stretch on for months, and having access to additional data about the account contacts can have a big impact.

“With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging, and new ways to measure that business impact,” Lucas explained in a statement.

Brent Leary, principal at CRM Essentials, who has been working in CRM, customer service and marketing for years, sees this as a useful partnership for customers from both vendors. “Integrating Microsoft Dynamics and LinkedIn more closely with Marketo gives Adobe’s Experience Cloud some great data to leverage in order to have a more complete picture of B2B customers,” Leary told TechCrunch.

The goal is to close complex sales, and having access to more complete data across the two product sets can help achieve that.

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