June 14, 2017

Martech Vendors Make New Friends

ZenIQ Raises $4.6 Million for AI-Driven Account Based Marketing

ZenIQ

June is the gateway to summer romance. Pairing up seems to be in fashion for marketing vendors too. Account Based Marketing vendor ZenIQ announced a $4.6 million investment by investors including Salesforce Ventures.  ZenIQ combines first and third party data into something like a Customer Data Platform.  It then applies artificial intelligence to recommend and help execute Account Based Marketing projects. Salesforce apparently sees ZenIQ as complementing the AI-powered ABM offering, it launched last week.

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Pinterest Partners With Nielsen, Neustar, and Acxiom for Better Measurements

Various

Pinterest has at least three new friends. Nielsen will provide audience verification metrics for Pinterest mobile campaigns. Neustar MarketShare will measure the impact of Pinterest campaigns on online conversion, brand lift, in-store sales, and mobile app installs. And Acxiom will match online and offline retail transactions with Pinterest ad campaign recipients in a privacy safe way.  Maybe they'll all rent a beach house together.

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More Measurement Partnerships: Google/MMA and Facebook/Integral Ad Science

Various

Measurement partnerships are clearly hot. Marketing Measurement Analytics (MMA) has joined Google’s Marketing Mix Model Partners program, which gives access to detailed information about ads on Google video, display, and search campaigns. These fuel estimates of campaign impact on online and offline sales. Meanwhile, Facebook and Integral Ad Science have extended their relationship, providing independent measurement of ad viewability and fraud across Facebook, Instagram, and the Facebook Audience Network. Good times!

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