The customer data platform market size is expected to grow to $15.3B by 2026; that’s just the platform market. The value of the data that these platforms contain is worth much more; when this data is harness correctly, the value increases even more. Providing personalized experiences has become of paramount importance to brands in today’s demanding digital environment but managing the data intake, processing, and management process has become n tedious task for many, especially at scale. mParticle is a customer data infrastructure platform that allows businesses to manage the massive data opportunities available, through a single platform, allowing them to focus on delivering superior customer experiences rather than spending valuable internal resources managing data. Organizations can manage data from disparate sources, ensuring that data quality is preserved, privacy requirements are maintained, and the data is accessible to all facets of the organization. With a single API, teams can access customer data as well as sync data with 300+ marketing and analytics APIs. The data-infrastructure-as-a-service platform is trusted by organizations across a breadth of industries; clients include Klarna, NBCUniversal, Spotify, and Airbnb. AlleyWatch caught up with mParticle CEO, Cofounder, and serial entrepreneur Michael Katz to learn more about how the digitization during COVID has changed customer behavior to make customer data solutions critical for brands, strategic plans, latest round of funding led by Permira.
Cannabis sales eclipsed $17B in 2020, setting a new record for annual sales and the economic impact of the marijuana industry is expected to surpass $92B in 2021. CAGR for annual sales is estimated to be at least 20%+ by most estimated until 2030 with more and more jurisdictions, including New York, moving towards legalization. Sophisticated specialized services to cater to the needs of cannabis brands and businesses are emerging to address this nascent but ballooning market. Surfside is an end-to-end customer acquisition platform built specifically to address the needs of the cannabis industry. The company prioritizes the collection, use, and synthesis of first-party data to power its customer data platform and layers that data with its demand-side platform to power tailored campaigns across all devices. As a result of regulatory restrictions, cannabis businesses are not able to effectively leverage conventional advertising means and Surfside provides a packaged, unifying, and compliant solution to build and scale demand generation. The company now has over 1,000 dispensaries and over 100 brands using the platform. AlleyWatch caught up with Cofounder Jon Lowen to learn more about the inspiration for the business, the company’s strategic plans, and recent round of funding from Casa Verde Capital.
Market research has been driving strategic decisions for companies for decades. However, the tools and models that have been predominantly used have not adjusted to reflect today’s digital age and today’s consumer environment. Suzy is a modern, digitally-native enterprise market research platform built for the sophisticated needs of today’s brands. Offering on-demand insights, the company has shifted the pricing paradigm away from cost per response to a SaaS offering with licenses to customers, providing more flexibility and predictability. By integrating technology onto the platform, Suzy is able to deliver actionable insights much faster in an easy-to-use end-to-end cost-effective solution. AlleyWatch caught up with CEO, serial entrepreneur, and Founder Matt Britton to learn more about the genesis of Suzy from his agency days, the company’s strategic plans, latest round of funding from investors that include H.I.G. Capital, Foundry Group, Rho Ventures, BDMI, and Triangle Peak Partners.
Businesses that use content have conversion rates 6x higher than those that do not. The content marketing industry is expected to exceed $420B in spending this year. With such engagement and interest, marketers are scrambling to streamline their content generation and marketing activities. Cohley is an all-in-one platform for content generation and measurement that helps brands activate campaigns more efficiently. With Cohley, brands can publish their requirements and have creators like videographers, photographers, and influencers provide content to meet the defined parameters in a cost-effective and scalable manner. The platform allows users to test, iterate, and measure the success of their visual content efforts and is integrated with a growing number of leading technology partners like TikTok, Yotpo, Attentive, Shopify, and AdRoll. Although the platform is designed to optimize the content generation process, Cohley also offers managed services for brands that want to completely offload their content generation needs. AlleyWatch caught up with CEO and Cofounder Tom Logan to learn more about the burgeoning demand for content marketing support, the company’s strategic plans, latest round of funding, which brings the total funding raised to $6.8M, and much, much more.
Online content consumption has doubled since the start of COVID from 3 hours and 17 minutes to just under 7 hours a day according to DoubleVerify. Online video consumption is said to have quadrupled. JW Player is a leading video infrastructure software platform that allows content producers to control, manage, and measure their mobile, OTT, and web video applications. The player is also now equipped with monetization options for video publishers that are coupled with the company’s data analytics that offers advertisers precision targeting options. AlleyWatch caught up with CEO and Cofounder Dave Otten to learn more about how the company has evolved from an open-source solution that was used to power the initial YouTube platform, the company’s strategic plans, and latest round of funding from LLR Partners.
Google has always been a staple of any good digital marketing strategy, especially for search engine optimization (SEO), to attract free organic traffic based on the quality of the content on your page. But will it stay this way? George Deeb shares some insight on why SEO may not be viable long-term…
PulsePoint, the company using real-time data to unlock and activate insights for healthcare marketing, has agreed to be acquired by Internet Brands, an internet holding company that owns and operates sites like WebMD, Fodors, Lawyers.com, Medscape, Martindale, and Flyertalk. Internet Brands is a KKR portfolio company. The terms of the transaction were not disclosed.
GroundTruth, one of the pioneering adtech companies focused on location-based marketing, has agreed to acquire Addy, the self-serve local ad marketplace as consolidation in the adtech space continues. Terms of the transaction were not disclosed.
TripleLift, the next-generation adtech platform focused on native programmatic advertising, has agreed to be acquired by Vista Equity Partners, the private equity firm founded by Robert F. Smith. The terms of the transaction were not disclosed but it has been reported that the transaction values TripleLift at $1.4B.
STAQ, the data collection, normalization, and visualization platform for programmatic ad performance, has been acquired by Operative, the broadcast management SaaS platform for linear and digital.
Gary Vaynerchuk shares some tips on how to approach influencer marketing in our marketing mix.