The MarTech Matrix

This discussion highlights the challenges digital marketers face with the decreasing attention spans of consumers, particularly Gen Z, and explores the necessity of leveraging new technologies to effectively engage within this limited timeframe. Timestamp Notes & Chapters 00:00: Unveiling the Future of Ecommerce with nacelle 03:16: The Impact of Decreasing Attention Spans on Digital Marketing and Technology Evolution 07:21: Exploring the Effectiveness of Ecommerce Strategies 08:22: E-commerce Challenges and the Importance of Technology Adaptation 14:46: Understanding Headless Technology and Its Impact on Site Speed 18:41: Discussing the Impact of Page Load Speed on Conversion Rates 21:58: Understanding Bounce Rates and Optimizing E-commerce Performance 31:03: Discussion on Headless Solutions and Edge Computing for Internationalization 34:12: Challenges of Prematurely Adopting Headless Technology 34:33: Discussing Business Iteration Speed and Headless Commerce Challenges 34:57: Navigating Product Market Fit and Optimization in E-commerce 46:12: Discussion Conclusion and Future Plans

Zinrelo is a loyalty program platform that offers a unique approach to loyalty programs by focusing on holistic loyalty and personalization. They track and reward customers for various types of engagements, not just transactions. They also offer customized reward structures for different customer segments. Zinrelo helps companies launch successful loyalty programs by first identifying their business needs and then providing a flexible technology platform and ongoing strategy consultation. They emphasize the importance of data acquisition and the value of zero and first-party customer data. Zinrelo works with a wide range of brands, including those in retail, fashion, food and beverage, and more. They have helped brands increase customer retention, average order value, and repeat customer revenues. The company values customer-centricity, excellence, innovation, respect, and open communication. Takeaways Zinrelo offers a unique approach to loyalty programs by focusing on holistic loyalty and personalization. They track and reward customers for various types of engagements, not just transactions. Zinrelo helps companies launch successful loyalty programs by first identifying their business needs and providing a flexible technology platform. Data acquisition and the use of zero and first-party customer data are key components of effective loyalty programs. Zinrelo has helped brands increase customer retention, average order value, and repeat customer revenues. Sound Bites "Every loyalty program that we launch is highly customized to the needs of a particular business and it is successful and delivers the right results." "Trying to sell you too early for additional t-shirts is not gonna work. But what they need to do is somehow keep you engaged while you get ready for your next purchase." "What you need is to create a value exchange for the users, right?" Chapters 00:00: Introduction with Zinrelo04:15: Insights on Building a Successful Loyalty Program09:00: Strategies for Enhancing Customer Engagement and Data Collection17:36: Insights on Brand Strategy in Retail Environments18:29: Discussing Customer Data and Loyalty Program Strategies26:27: Strategies for Effective Loyalty Program Management31:44: Strategies for Direct Customer Engagement and Loyalty Programs32:38: Key Considerations for Effective Loyalty Programs33:35: Overview of Product Bundle Benefits33:48: Long-Term Considerations for Choosing Loyalty Platforms35:07: Discussing Loyalty Program Success with a Household Name Brand35:47: Enhancing Customer Engagement and Retention Through Loyalty Programs39:16: Evolving Loyalty Programs and the Impact of AI

Revolutionizing Retail with AI-Driven Product Data 🛍️The discussion highlights how AI can transform retail by quickly updating product catalogs, enhancing customer experience, and improving productivity by automating tasks, thus reducing the time from product receipt to online availability from months to a single day. Takeaways Velou helps brands improve their product catalog by leveraging AI to understand customer language and complete metadata. Brands that don't produce rich AI-powered data in their catalogs can negatively impact the user's shopping experience. Velou's ideal customers are e-commerce retailers who want to bridge the gap between online and in-store experiences and provide a better customer experience. The current process of creating product descriptions is manual and time-consuming, and Velou adds value by incorporating customer-centric wording into product details. This saves time and improves the accuracy of the catalog. Velou helps brands, retailers, and marketplaces optimize conversions and revenue through data-driven solutions. Their automation of product attribution generation and descriptions increases productivity and reduces errors. By capturing the long tail of search queries, Velou improves onsite search and boosts conversions and revenue. Their product data also enhances SEO optimization, resulting in increased organic traffic. Velou's long-term vision is to provide high-quality customer experiences and collaborate with e-commerce solution partners. Chapters 00:00:00: Entering the MarTech Matrix 00:56: Understanding Rich Product Data and Its Value for Brands 03:38:00: Enhancing Product Catalogs with AI 00:04:41: Enhancing Online Shopping Experience Through Improved Search Functionality 12:05: Identifying the Ideal Customer for E-commerce Retailers 12:47: Multilingual Project Discussion 12:51:24: Frustrations with Chatbots in E-commerce 14:33:08: Enhancing Online Retail with AI-Driven Product Descriptions 23:58: Understanding and Integrating into Existing Workflows 26:19:44: Enhancing E-Commerce with Data-Driven Client Services 34:44: E-commerce Team's Approach to Data-Driven Optimization 35:52: Enhancing E-Commerce with Advanced Product Data Management

Measured helps consumer brands in retail, fashion, home goods, and technology understand the effectiveness of their marketing efforts. The rise of digital channels and fragmented consumer behavior has made it challenging to determine which marketing efforts are driving sales. Measured uses incrementality testing to determine the causal impact of different channels and campaigns. Continuous experimentation and a culture of data-driven decision-making are key to unlocking the competitive advantage of data. Measured automates data science and experimentation for brands to optimize their marketing strategies. Experiments typically run for four weeks, but can be extended to eight weeks for specific questions. Creative messaging is crucial and should be tailored to different audiences at different stages of the customer journey. Measured helps brands develop a more structured and effective testing approach to yield better results.

Metrical helps brands predict customer behavior and optimize conversion rates. They focus on providing a better customer experience and increasing profitability. Brands often use annoying tactics like pop-ups and gamification, which can backfire and frustrate customers. The increasing competition in the market has led to desperate measures by brands. Collecting email addresses is valuable, but brands need to be more intelligent and considerate in their approach. Metrical offers intelligent engagement and customized experiences to drive conversions. They work with large apparel and accessory brands that are discount-dependent. A case study with JCPenney's showcases how Metrical's machine learning capabilities have increased conversion rates and profitability. They deliver the right content at the right time to engage customers effectively. In this conversation, Zabe Agha and Rameet Kohli discuss the value of testing alternative customer acquisition methods and the effectiveness of financial messaging. They also explore how Metrical uses AI and machine learning to predict user behavior and personalize campaigns. The conversation highlights the importance of measuring incrementality and ROI, as well as leveraging user reviews with AI. They discuss the success of Metrical's pilots and provide insights into getting started with the platform. Finally, they share their future plans for expanding into different industries.

Synapbox is a platform that modernizes consumer research by using AI to collect and analyze feedback from consumers. It helps brands improve their storytelling and create effective narratives by providing automated feedback loops. The platform tracks biometric markers and combines them with conscious responses to generate rich data sets. Brands can use Synapbox to test their messaging and creative assets across various media channels. The platform is suitable for both established brands and startups, and it offers a hands-on approach in the beginning, followed by a more automated process. Signup Box aims to automate and refine creative development in the future.

e-Commerce brands are struggling with cost of acquisition, retention, and margins. They all need to find ways to increase revenue while providing a pleasant customer experience. Rokt is helping brands achieve this through a smart use of a retailers first party data and the utilization of dead space on their ecommerce website. Dead space is considered pages where revenue isn't being generated, typically an exit page like purchase confirmation. Listen in to hear how you can generate purely incremental revenue on every transaction.

Podcasting and audio advertising have seen significant growth in recent years, with a highly engaged audience and opportunities for personalization. Operational support and creative sophistication are key challenges in the audio space, but advancements in technology are helping to address these issues. Personalization in audio advertising, such as using location and weather data, can greatly enhance the effectiveness of campaigns and drive engagement. Automation and AI technology have the potential to improve the delivery and performance of host-read ads in podcasting. There is a disparity between the amount of time people spend listening to audio and the ad spend allocated to the medium, but advancements in technology are expected to bridge this gap.

In this episode, Yuri Strauss, the founder of WebEyez, discusses the importance of website experience on marketing and e-commerce. He shares how WebEyez addresses the need for robust tools in e-commerce analytics and monitoring, helping businesses identify and solve friction points in real time. Yuri explains the difference between WebEyez and traditional analytics tools, highlighting the active engagement and patching of issues that WebEyez offers. He emphasizes the significance of user experience in driving conversion rates and customer retention. Yuri also provides insights into the setup and ongoing support provided by WebEyez, as well as the impact it can have on recapturing lost revenue. Takeaways Website experience plays a crucial role in marketing and e-commerce, as a bad experience can lead to lost revenue and customer dissatisfaction. WebEyez offers robust tools for e-commerce analytics and monitoring, helping businesses identify and solve friction points in real time. WebEyez differentiates itself from traditional analytics tools by actively engaging with users and patching issues on the website. Improving user experience is essential for increasing conversion rates and customer retention, leading to higher lifetime value. WebEyez provides simplified setup and ongoing support, allowing businesses to recapture lost revenue and optimize their website experience. Chapters 00:00 Introduction and Website Experience Impact 00:57 Founding of WebEyez 01:18 Identifying the Need for Robust E-commerce Analytics 03:48 Active Analytics and Real-time Problem Solving 04:12 Bridging the Gap Between Tech and Marketing 05:07 Differentiating from Traditional Analytics Tools 06:06 Active Engagement and Patching Issues 07:05 Triggering Actions and Working with Third Parties 08:11 Improving User Experience with Active Analytics 09:05 Detecting and Addressing Business and Tech Friction Points 09:59 Quantifying the Impact of Friction on Conversion Rate 10:59 The Importance of Lifetime Value and User Experience 11:33 The Impact of Friction on Customer Retention 12:08 Revenue Recapture and Savings from Friction 13:11 Case Study: Identifying and Fixing Friction Issues 19:06 The Importance of Conversion and Lifetime Value 20:15 WebEyez as a Solution for Rising CAC 23:30 Case Study: Navigating Internal Organization and Integration 28:23 The Role of A/B Testing in WebEyez 30:28 Simplified Setup and Ongoing Support 34:04 Takeaway: 10-40% Savings from Lost Revenue

Summary In this episode of the Martech Matrix, host Sean Simon interviews Brooke Partelow, founder of NeonPixel, about the challenges and opportunities of tracking, measuring, and optimizing connected TV (CTV) advertising. NeonPixel aims to make CTV a performance marketing channel by providing cross-device tracking and attribution. The company primarily works with performance marketers who are looking for new, lucrative channels to tap into. Brooke shares a success story of a brand that saw significant growth and scalability with CTV advertising. The long-term vision for NeonPixel is to continue refining their algorithms and audience targeting to make TV a true performance channel. Takeaways NeonPixel enables performance marketers to track, measure, and optimize connected TV (CTV) advertising by providing cross-device tracking and attribution. CTV offers a new and lucrative channel for performance marketers who are looking for scalable alternatives to traditional channels like search and social. NeonPixel has successfully helped brands achieve significant growth and scalability with CTV advertising, even for those who were initially skeptical. The long-term vision for NeonPixel is to refine their algorithms and audience targeting to make TV a true performance channel. Chapters 00:00 Introduction 00:44 The Business Problem NeonPixel Set Out to Solve 04:14 Types of Brands Migrating to Performance-Based CTV 06:23 Challenges with Other Channels and the Appeal of CTV0 9:39 Integrating CTV into a Broader Marketing Plan 11:11 Comparing Data and Attribution Across Channels 12:26 Client Success Story: Hexclad 16:07 The Long-Term Vision for NeonPixel 20:30 Delivering Different Messaging to Different Audiences 22:09 Common Pitfalls and Mistakes in CTV Marketing

Summary Larry Grella discusses the integration of digital technology into out-of-home advertising and its impact on the industry. He explains how the use of mobile data has transformed audience targeting and measurement in out-of-home campaigns. Larry also highlights the changing landscape of out-of-home buying, with traditional and digital buyers starting to merge their activities. He emphasizes the importance of positioning out-of-home as a valuable addition to digital media plans, backed by studies showing its impact on lower funnel transactions. Larry provides insights into navigating conversations with different types of buyers and explains ClearTrust Media's role in the ecosystem. He concludes by discussing the simplicity and speed of launching campaigns and adapting creative for out-of-home.

Summary Michelle Bacharach, CEO of FindMine, discusses the success and challenges of using AI in the retail industry. She explains how FindMine helps brands enhance the customer experience by providing personalized recommendations and prescriptions. The conversation covers topics such as the shift in consumer behavior, the disconnect in the customer experience, the role of AI in personalization, and the future of FindMine. Bacharach also emphasizes the importance of measuring success beyond conversion and average order value, and highlights the need for brands to consider margin and long-term brand health. In this conversation, Michelle Bacharach discusses the process of using AI to improve shopper experiences and drive revenue. She explains how margins can be approximated and strategic products can be identified. She also outlines the onboarding process for implementing AI technology and the roles involved. Additionally, she highlights the ongoing management and reporting aspects of using AI in retail. Takeaways FindMine helps brands enhance the customer experience by providing personalized recommendations and prescriptions. The shift in consumer behavior has led to a disconnect in the customer experience, with customers seeking expertise outside of the retailer's four walls. AI can play a crucial role in personalization, but it is important for brands to use the right kind of AI for their specific goals and outcomes. Measuring success in the retail industry should go beyond conversion and average order value, and consider factors such as margin, repeat purchase, and long-term brand loyalty. The future of FindMine involves expanding to different touchpoints and leveraging generative AI to create a more seamless and personalized shopping experience. Margins can be approximated by analyzing publicly available information and anecdotal feedback from merchants. The onboarding process for implementing AI technology typically involves obtaining the product feed, conducting training, and installing the AI system in the customer journey. Key roles involved in the process include the Chief Digital Officer, CMO, CFO, and individuals from merchandising and marketing. Ongoing management includes reviewing performance, making adjustments, and utilizing reporting to drive revenue and improve the overall business. Chapters 00:00 Introduction and Background 01:26 The Shift in Consumer Behavior 04:14 The Disconnect in the Customer Experience 05:16 The Difference Between Recommendations and Prescriptions 07:20 The Role of AI in Personalization 10:46 How FindMine Uses AI to Enhance the Customer Experience 15:22 Using FindMine in Customer Care 19:03 Expanding FindMine to Different Touchpoints 20:25 Measuring Success Beyond Conversion and Average Order Value 30:07 The Future of FindMine 35:41 Setting Expectations and Measuring Success 41:05 Approximating Margins and Strategic Products 42:08 Getting Started and Onboarding Process 44:07 Roles and Responsibilities 45:19 Ongoing Management and Reporting

This conversation explores the challenges and opportunities in the audio advertising space. Jordan, the founder of Audio Hook, discusses the importance of podcasting and the underutilization of the medium. He highlights the fragmented nature of the audio advertising landscape and the need for a specialized solution. Jordan shares the story of how Audio Hook was created to address the complexities of audio advertising. He explains the different channels within the audio space and the challenges marketers face in accessing inventory. Jordan emphasizes the cost-effectiveness of audio advertising and the need for better measurement and attribution solutions. He also discusses the future of Audio Hook and its role in helping marketers navigate the audio industry. Takeaways Podcasting is an underutilized medium with great potential for advertisers. The audio advertising landscape is fragmented and lacks a one-stop solution for marketers. Audio Hook was created to address the challenges in buying and measuring audio inventory. Marketers need to leverage all audio channels, including streaming, digital radio, and podcasts, to reach their target audience effectively. Audio advertising is a cost-effective medium with high recall and low ad saturation. Chapters 00:00 Introduction and Importance of Podcasting 01:05 Challenges in the Audio Advertising Space 03:16 The Birth of Audio Hook 07:31 The Landscape of Audio Advertising 09:14 The Evolution of the Audio Landscape 12:00 The Challenges of Buying Audio Inventory 13:41 The Role of Specialized DSPs in Audio Advertising 15:30 The Importance of Leveraging All Audio Channels 18:17 The Difference Between Audio Hook and General DSPs 19:15 The Future of Audio Hook and the Audio Industry 31:29 Getting Started in the Audio Space 34:20 The Roadmap for Audio Hook

Sean speaks with Siggi Rakovich, founder and CEO of Hunch, a market leading automation platform that combines unique data-driven creative, performance workflows with automated media-buying processes to help today’s marketers focus on what matters most. They will be discussing all things social, AI, creative, and performance. Summary Hunch is an automation platform that helps marketers and creative teams scale their social creative more easily. It addresses the challenges of creative fatigue and the need for personalized creative in today's social media landscape. Hunch acts as a tool for marketing and creative teams, allowing them to expand on their existing creative ideas and scale their creative production without adding resources. The platform automates the production and distribution of creative assets, saving time and improving workflow efficiencies. Hunch partners with agencies to help them innovate with their clients, win new business, and optimize workflow efficiencies. The platform's roadmap focuses on enabling marketers to efficiently produce and deliver creative based on data-driven insights. Hunch has successfully helped clients in various industries, such as travel and last-mile delivery, scale their campaigns and achieve better performance. The platform's consultative approach ensures that clients can fully leverage its capabilities based on their specific needs and level of technological maturity. The conversation explores the changing demands in marketing and the importance of arming marketing teams with technology to stay ahead.Takeaways Hunch helps marketers and creative teams scale their social creative more easily by addressing the challenges of creative fatigue and the need for personalized creative. The platform acts as a tool for marketing and creative teams, allowing them to expand on their existing creative ideas and scale their creative production without adding resources. Hunch automates the production and distribution of creative assets, saving time and improving workflow efficiencies. The platform's roadmap focuses on enabling marketers to efficiently produce and deliver creative based on data-driven insights. Organizations need to adapt to the changing demands of marketing. Innovative organizations are finding ways to free marketers from time-consuming tasks and allow them to be more strategic. Technology partners play a crucial role in helping marketing teams scale their strategies. Arming marketing teams with the right capabilities is essential for success. Chapters 00:00 Introduction to Hunch 01:02 Why Hunch exists 03:06 The importance of creative fatigue and personalized creative 06:00 Hunch as a tool for marketing and creative teams 08:15 The workflow challenges faced by marketers 10:33 Hunch's role in agency partnerships 12:32 Workflow efficiencies and time savings with Hunch 13:16 The importance of employee happiness in marketing teams 14:43 The impact of AI on the marketing industry 17:23 The role of Meta, Snap, and other social platforms 21:38 The hot trends in social media marketing 25:06 Hunch's roadmap and innovation 28:14 Partnerships with Meta and Snap 34:48 Getting started with Hunch 38:22 Case studies of Hunch's impact 42:44 Summary and key takeaways 43:22 Adapting to Changing Demands 44:04 Arming Marketing Teams with Technology

Summary Prescient is solving the business problem of marketers wanting to feel more confident in cross-channel measurement and media allocation. With the challenges of data privacy and the disappearance of cookies, Prescient provides a way for marketers to measure top-of-funnel awareness and optimize media mixes in real time. The platform allows for campaign performance predictions and optimizations, giving marketers the ability to adjust their spend dynamically. Prescient differentiates itself by focusing on top-of-funnel measurement and optimization, while also integrating with other measurement solutions. Takeaways Prescient helps marketers feel more confident in cross-channel measurement and media allocation The platform allows for real-time campaign performance predictions and optimizations Prescient differentiates itself by focusing on top-of-funnel measurement and optimization The roadmap for Prescient includes expanding into different e-commerce platforms and verticals Chapters 00:00 Introduction 01:01 The business problem Prescient is solving for 02:23 Expanding marketing budgets outside of walled gardens 04:20 Measurement and optimization in real time 05:17 Using Prescient for campaign performance predictions and optimizations 06:39 The backstory of Prescient 08:57 Comparison with other companies in the space 10:53 Determining which solution to buy 12:52 ROI perspective of using Prescient 14:15 Roadmap and future plans 16:34 The Amazon solution and measuring its impact 19:18 Getting started with Prescient 20:44 Conclusion

Takeaways Krateo helps businesses capture and collect meaningful data from website visitors, focusing on email capture and prospecting. The platform addresses the problem of low conversion rates and the reliance on third-party cookies for marketing. Krateo differentiates itself by providing demographic profiling, behavior analysis, and accurate information through machine learning and AI. The long-term vision for Krateo is to become a generative AI recommendation machine, providing personalized insights and recommendations based on historical data. Summary Website Visitor Identity and Customer Acquisition Costs (CAC) are two of the biggest pain points for Marketers today. Every eCommerce website has a leaky bucket and they need to plug it. In this episode, we interview Clay Sharman, Founder and CEO of Krateo AI. Not only are they helping eCommerce brands reduce their CAC dramatically by identifying 60% of website leakage with an email and demo data, they are using AI to help Marketers fully understand their website composition and behavior so they can drive and predict future actions. 00:00 Introduction 01:08 The Problem Krateo Solves 01:59 The Impact of Cookies on Marketing 02:41 The Inspiration for Krateo 03:48 Competition and Differentiation 05:14 The Long-Term Vision for Krateo 06:28 Building AI Recommendation Models 07:23 Ideal Customers and Customization 09:23 Use Case 12:24 Measuring success with Krateo 15:03 Getting Started with Krateo 18:38 Case Study 21:36 Summary & Conclusion