Accenture Acquires CreativeDrive to Help Clients Reinvent Content Creation on Digital and Commerce Channels

Accenture | August 17, 2020

Accenture Acquires CreativeDrive to Help Clients Reinvent Content Creation on Digital and Commerce Channels
Accenture (NYSE: ACN) has acquired CreativeDrive, a global, tech-driven content production company that simplifies, automates and scales the creative asset production process. Terms of the transaction were not disclosed. The acquisition of CreativeDrive which helps brands meet the ever-increasing pace of digital and commerce channel activation will complement Accenture’s existing content, digital marketing, media and commerce service offerings. CreativeDrive’s client roster includes Estée Lauder, Michael Kors and Walmart, among other leading brands.

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Inbound marketing is more than just building a strategy and expecting leads to come. With creating content, optimizing for SEO, sharing on social, and capturing results, marketers have their hands full. By using marketing automation tools, you are able to maximize your efforts to help you with what your are already doing.


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ACCOUNT-BASED DATA

Cryptocurrency broker uses Ada AI platform for better CX

Ada, LiteBit | December 29, 2021

With the growth of cryptocurrencies in recent years, LiteBit, one of the top cryptocurrency brokers in Europe, has had to scale its customer service response strategy. When the cryptocurrency industry saw record-breaking growth rates in 2017, more people started to click onto LiteBit's website, inquiring about the market. The Netherlands-based broker helps customers buy, sell and store more than 45 different types of cryptocurrencies. With only two people in its customer service department, the company realized it would need more people to answer inquiries. Although it had an integration with Zendesk, that wasn't enough. Turning to Ada This led LiteBit to partner with Ada, a customer service chatbot vendor based in Toronto. Founded in 2016, Ada provides a chatbot-based platform that helps enterprises automate customer experience. The platform automates the interactions between brands and their stakeholders, said Ruth Zive, senior vice president of marketing at Ada. "Ada is actually underpinned by machine learning models and natural language processing," Zive said. "We're able to recognize intent and really deliver AI-powered experiences." She continued that the chatbot anticipates customer needs and interacts with them in a customized fashion. Ada is a no-code platform, so users do not need to depend on their IT department. However, IT teams can go into Ada and tailor experiences and integrations to make it personalized for users, Zive said. The platform's multilanguage functionality appealed to LiteBit, a European company that serves customers who use localized languages, said Bas Lucieer, director of data and automated customer experience at LiteBit. LiteBit was also impressed by Ada's interface and simplicity. LiteBit needed a platform where customer service agents could create answers themselves, which Ada allows, Lucieer said. The cryptocurrency broker first implemented Ada by putting the bot on its FAQ page. When people clicked on the bot, they were able to see the top five frequently asked questions and quick responses in short text format. If those questions didn't fit the technical problems that they had, different flows could be created so that the customer's information could be gathered and sent directly to the Zendesk platform, Lucieer said. "Instead of ping-ponging back and forth three times asking for more information, [we can now] get all the information directly from the customer [once]," Lucieer said. He added that this reduces the agent handling time significantly. Ada enabled LiteBit's agents to go from full-time customer support to working part time on the Ada chatbot and part time on customer support. While some customers still choose to call customer service, others are happy to receive their answers more quickly using the chatbot. The training involved It took LiteBit about three months to fully integrate Ada into its websites. One challenge the company faced was determining how to fit large articles into short texts for customers. "You might think 'OK, I want a lot of text balloons coming up,' but you sort of overwhelm the customer," said Lucieer. Customer service agents also had to learn how to tune machine learning to improve Ada. They were trained on how to flag keywords so customers receive the right answer. LiteBit has shifted its focus from using Ada to help solve customer service questions to using it to proactively get messages to customers. "If something is wrong, for example, with an order or someone needs to do a customer protocol or anything like that, we want to give a signal on the website," Lucieer said. He said the company now uses the platform to ask customers for more information and give real-time data streams on LiteBit's website. Ada's new features Recently, Ada introduced new features on its platform, including language-agnostic natural language understanding (NLU), languages that are read from right to left, omnichannel extensions and A/B testing. The NLU features improve the understanding and intent recognition of multilingual customers. It helps LiteBit to recognize customers' questions better, Lucieer said. "Ada is trying to use more machine learning to help out our agents," he continued. This helps LiteBit improve their answers to customers' questions. Ada gives agents suggestions about which answers are best for customers. LiteBit also uses the A/B testing to track which answers fit which customer age group or location. Ada, which raised funding in May at a $1.2 billion valuation, said it doesn't publicly disclose how much it charges users, but it tends to be a higher-cost platform compared to other chatbot tools in the market. Other chatbot customer service platforms includes Zendesk, Kustomer and Intercom. Technology giants like Google and Amazon also have chatbot technology in their customer service offerings.

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ACCOUNT-BASED ANALYTICS

Mobiquity Technologies, Inc. Expands its Omnichannel Service Offering

Mobiquity Technologies | December 30, 2021

Mobiquity Technologies, Inc.(NASDAQ: MOBQ) (the “Company”), a leading provider of next-generation advertising, today announced a new end-user feature for MobiExchange (www.mobiexchange.com), the Company’s SaaS platform for digital advertising and data services. Designed in response to existing customer’s evolving digital campaign needs, Mobiquity’s MobiExchange platform now allows marketers to unleash the power of their valuable first-party data and drive greater precision in their digital marketing campaigns by utilizing text messaging (SMS) in addition to it existing suite of programmatic advertising options. Text messaging is considered to be one of the most effective marketing channels but leveraging it as part of an overall campaign can be challenging for many marketers. MobiExchange has integrated SMS services into its platform to offer marketers another channel that leverages their same first-party data in cases where time-sensitive and/or short messages with a simple call to action can enhance meeting their campaign goals. SMS is an essential component of an omnichannel marketing strategy and now Mobiquity allows its clients the ability to target through an additional touchpoint. The marketing dollars currently being spent elsewhere on SMS can now be shifted to Mobiquity, while maintaining uniformed targeting and provide a true one-stop marketing solution. This new feature also allows the user to optimize marketing dollars by focusing on how the recipient wishes to receive his or her messaging. Dean Julia, CEO of Mobiquity Technologies, commented, "Our mission is to provide our customers with a service platform that is affordable, quick to implement, and designed for the end user. The MobiExchange platform was built to enable the quick and seamless integration of new features that will help support clients in the ever-changing digital marketing environment. We are excited to offer all of our customers this new channel to enhance audience reach and optimize campaigns more precisely.” Dean Julia, CEO of Mobiquity Technologies, commented, "Our mission is to provide our customers with a service platform that is affordable, quick to implement, and designed for the end user. The MobiExchange platform was built to enable the quick and seamless integration of new features that will help support clients in the ever-changing digital marketing environment. We are excited to offer all of our customers this new channel to enhance audience reach and optimize campaigns more precisely.” MobiExchange is one of the fastest, easiest, and most affordable ways for small and medium size brands and advertising agencies to enhance and manage a digital media campaign. MobiExchange is a SaaS platform for digital advertising and data services, specifically designed for non-technical personnel to assist them in reaching their target audiences. MobiExchange allows advertiser to turn their offline data in actionable data within minutes and does it without incurring the burden of an expensive in-house tech team. About Mobiquity Technologies Mobiquity Technologies, Inc. is a next generation, Platform-as-a-Service (PaaS) company for data and advertising. The Company maintains one of the largest audience databases available to advertisers and marketers through its data services division. Mobiquity Technologies’ Advangelists subsidiary (www.advangelists.com) provides programmatic advertising technologies and insights on consumer behavior. For more information, please visit: https://mobiquitytechnologies.com/

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ACCOUNT-BASED EXECUTION

Contentgine Announces the Release of "Target Lists, Categories, and Case Study Titles: 3 Surprising Results from a Contentgine Data Science Analysis"

Contentgine | January 24, 2022

Contentgine® (www.contentgine.com), the world leader in content-based marketing, announced today that it has released an analysis of the target account lists (TAL's) utilized by a sample set of customers, and that analysis has yielded three surprising results. Specifically, the company's chief data scientist, Ben Luck, ran a series of trials utilizing Contentgine's TAL's to supplement the TAL's supplied by three customers: a cloud communications company, a financial ERP company, and a digital signature company. Luck said he was not surprised by the first result, that the Contentgine TAL's improved the clients' TAL's by creating a ten to twenty times' larger engagement. What surprised him was that the Contentgine dataset also showed that clients were missing market segments where they didn't think they could compete, and that the way they titled their case studies and email messages had a direct effect on whether a prospect would engage. "We have perhaps the world's largest dataset of content interactions as a result of our Perpetual Engine," Luck said. "We have perhaps the world's largest dataset of content interactions as a result of our Perpetual Engine," Luck said. "We email content from our huge B2B content library to 50 million targets a month, and that produces over 1 billion intent signals per quarter. That data can be used to improve a customer's target account list." "What did surprise me was that our data showed one aspect our clients were missing: market segments where they did not think they could compete. One, for example, focused on small business but we showed them that large enterprises would engage with them as well." "The last result was the most surprising. In short, how you title your case study or email offer can directly affect whether a prospect engages. There's more to it that the report shows, but in short, the more specific you are in the title of the case study, the less likely you are to get prospects to read it. We were very surprised by that, and it now makes the naming and wording of case study offers in content marketing a new art and science. I am very happy to have made these revelations, as they directly improve our content marketing performance for our clients." Luck said his analysis is ongoing, and he expects to uncover more improvements for Contentgine clients in the near future. The analysis can be read at the Contentgine.com website, under the 'Articles' tab. ABOUT CONTENTGINE Contentgine® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses." The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

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ACCOUNT-BASED EXECUTION

Red House Named 2022 Top B2B Marketing Agency

Red House, Chief Marketer | January 27, 2022

Red House, an award-winning marketing firm celebrating its 21st year, has been named a top B2B marketing agency for the fifth year in a row by Chief Marketer magazine. The agency was also recognized as a top agency in the Demand Generation category. Red House credits its history of results as one of the primary reasons leading brands choose the firm, and the agency has been a recognized leader in demand generation and pipeline marketing from the start. The agency’s clients include Fortune 500 organizations across a variety of highly regulated industries such as Fintech, Healthcare, Manufacturing, Supply Chain and Telecommunications. “We appreciate Chief Marketer for recognizing agencies that drive end-to-end results,” said Dan Hansen, senior partner for the firm. “We appreciate Chief Marketer for recognizing agencies that drive end-to-end results,” said Dan Hansen, senior partner for the firm. He added, “For B2B marketing investments to fully deliver, clients need strategic guidance that includes engaging content, integrations across all their digital platforms, and all tied to the right attribution model.” Chief Marketer’s editors accepted submissions from across the country for the CM200 list. Winners were selected based on several criteria, including: insightful client testimonials; outstanding case study submissions; high caliber, consistent work across programs and clients; innovative and creative executions; and bold and inspiring concepts and ideas that are moving the industry forward. ABOUT CHIEF MARKETER Global online content portal Chief Marketer, an Access Intelligence brand, arms aspiring CMOs with the tools, insights, data and training they need to master the “next frontier of marketing”—an age of marketing much less dependent on advertising and much more focused on the rest of the branding toolkit. CM has more than 150,000 readers who rely on its content and live events to help them cut through the noise and find the solutions necessary to optimize their performance. Learn more at chiefmarketer.com. ABOUT RED HOUSE Red House B2B Marketing helps clients achieve their goals through strategic, data-driven marketing programs that drive profitable results. The agency is a full-service firm offering integrated solutions like account-based marketing, content and digital marketing, and services such as analytics, automation, creative and website development. To learn more, visit www.redhouseb2b.com.

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Inbound marketing is more than just building a strategy and expecting leads to come. With creating content, optimizing for SEO, sharing on social, and capturing results, marketers have their hands full. By using marketing automation tools, you are able to maximize your efforts to help you with what your are already doing.

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