February 24, 2017

Marketers Are Concerned But Optimistic

Content Discovery Vendor Revcontent Buys Rover Content Recommendation Engine

RevContent

Revcontent is a “content discovery network”, which means they put those little “from the around the Web” story advertisements on the Web sites you browse. They do it 250 billion times per month. (It feels like I personally account for at least 500 million of that total, but probably not.) They’ve just acquired Rover, a machine learning recommendation company that should help them do a better job of matching recommendations to viewers.

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Innit Acquires ShopWell To Grow Its Connected Food Platform

Business Wire

lives at the crazy intersection of mobile apps, Internet of Things, artificial intelligence, location-based services, loyalty management, and heaven knows what else. They plan later this year to launch a “connected food platform” that “will empower consumers with advanced, personalized features spanning the entire food lifecycle, from meal planning, shopping and preparation, to automated cooking on smart appliances”. To move things along, they’ve just acquired ShopWell Labs, whose mobile app provides consumers with personalized nutrition recommendations, allergy alerts and ingredient analysis for foods the consumer scans on the shelf or has purchased in a transaction linked to a loyalty card. The app has been downloaded over 2.5 million times. Innit has raised $43 million in funding and ShopWell had raised just over $11 million. Price for ShopWell wasn’t disclosed.

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AMA/Kantar Survey: Marketers Losing Confidence In Their Organizations But See Bright Future Anyway

American Marketing Association

Struggling to make sense of it all? So is everyone else. According to a recent survey by Kantar Vermeer for the American Marketing Association, marketers’ confidence in their team’s ability to do just about everything has fallen in the past year, even though they have higher confidence in future revenue, marketing budgets, and marketing influence. Go figure. Marketer who consider their organization “customer centric” fell from 77% to 73%. Confidence was weakest in having the right operating model (people/structure/processes/tools), falling from 34% to 26%. Confidence in ability to measure Return on Investment was second lowest and fell even more sharply, from 43% to 32%. Marketers were most confident that they had a clear brand positioning (48%, down 4%), the right capabilities to be competitive (43%, down 6%), and are doing the right things to drive growth (40%, down 5%).

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