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tracx Raises $4.4m to Expand Social Media Platform

mrweb.com reports: In the US, social media analytics specialist tracx has received $4.4m in Series B funding, which it will use to fuel growth and international expansion. At the same time, the firm has launched a system to enable users to identify and manage their audience profiling and segmentation.

Commenting on the launch of the platform, CEO Eran Gilad [pictured] said: ‘We believe that marketing professionals can utilize tracx to extract the richest and most accurate data needed to build effective, targeted strategies that generate the highest return on investment.’ More…

In US, eXelate Launches maX Data: Adaptive Audience Segment, Custom Built on Campaign-by-Campaign Basis

Proprietary modeling algorithms and massive data cloud of unique signals combine to deliver 3x-5x performance lift for clients

New York, NY (February 13, 2012) – eXelate, the leading data and analytics engine powering optimal digital marketing decisions, today announced the launch of maX (modeled audience eXtension) data™, a dynamic audience intelligence product which leverages first-party data and insights to accelerate digital marketing campaigns. maX data™ combines the power of unique, proprietary first-party data with the massive scale of third-party data to deliver 3x – 5x better campaign results than traditional data and contextual targeting.

“Data has been the media buyer’s best friend for years, but as they become more data conversant, they’re no longer satisfied with pre-constructed audience segments. Marketers want original, proactive campaign plans that incorporate dynamic audience targets. eXelate’s maX Data™ delivers adaptive audience segments proven to increase campaign performance. We’re enabling media buyers to maximize ad spend, stop wasting impressions and target custom audiences that drive results,” explained Damian Garbaccio [pictured], Chief Revenue Officer of eXelate. More…

Designing An Accurate Global A/B Test To Improve Campaign Optimization

Robert L. Marsa, Ph.D. [pictured], VP of Technology at Adometry, Inc. writes for Mediapost's Metrics Insider: For online marketers, the practice of global optimization involves making small changes to the volumes of impressions served on all, or almost all, ad placements with the goal of maximizing a target metric, such as gross profit or number of conversions.

While advertisers have been performing more simple A/B tests for years, many now realize that they need to improve their tests in order to effectively optimize global campaign spends and remain competitive. While global optimization tests require a bit more effort, the results can significantly improve return on ad spend (ROAS).  More...

How would Klout Mobile shake up 'mocial' marketing?

Lauren Johnson at Mobile Marketer writes: Mobile marketing and social media are continually being linked to each other with more consumers accessing social media sites on their mobile devices.  Klout, which keeps a score of social media users’ activity, recently announced that a new round of funding is expected to be used to help the company develop a mobile product.  Combined with increased social mobile activity, a Klout mobile product is proof that marketers need to bridge the two when working on campaigns.  More...

In US, Thismoment Acquires Position2 Brand Monitor

Thismoment Adds Social Monitoring and Engagement to Market Leading Social Content Management System for Brands

SAN FRANCISCO, CA--(Marketwire - Feb 9, 2012) - thismoment, Inc., a provider of social content management software for brands that want to rapidly and effectively engage consumers across social and mobile platforms, today announced that it has acquired Position2 Brand Monitor, a leading social media monitoring and engagement platform. Position2 Brand Monitor will rebrand as thismoment Brand Monitor.

Vince Broady [pictured, left], CEO and Founder, thismoment said: "We are thrilled to acquire such an advanced technology platform and team as we continue our drive to provide the strongest, most powerful brand management solution available to enterprise customers. As we look to expand internationally, Brand Monitor also provides us with close to 500 customers around the globe, with a particularly strong footprint in Asia. With the addition of Brand Monitor, thismoment DEC customers will now, better than ever, listen, discover and engage with their audiences on social media networks, and have an enhanced understanding of marketing campaign performance with conversation metrics, including volumes, sentiment, and share of voice."  

Rajiv Parikh [pictured, right], CEO, Position2 adds: "We think our customers will significantly benefit from this acquisition and we couldn't be more pleased about this acquisition by thismoment, one of the fastest growing social content management firms for brands. With our technology, DEC will now be the most complete social media marketing solution on the market. Enterprise customers will now have a better understanding of marketing campaign performance, can move more quickly to leverage trends, can track conversations to better understand market sentiment and can drive higher message retention."  More...

Google Search Plus Your World: Monitoring Your Reputation Just Became Even More Important

Janet Driscoll Miller [pictured], President and CEO of Search Mojo writes for MediaPost: GSPYW offers both opportunities and challenges to search marketers.  While you may not have monitored your brand closely on Twitter or Facebook, they haven’t had the immediate impact on search results to date that Google+ has.

Just doing brand searches on Google won’t be enough; you have to see inside the social circles to understand what is being said about your brand that “may” rank for your brand keywords. More...

In US, New Turn Audience Platform Winter 2012 Release Includes Enhanced Analysis & Forecasting Tools

REDWOOD CITY, CA –February 1, 2012 – Turn today introduced an upgrade to its cloud-based Turn Audience Platform, which gives marketers the most complete picture of their customer segments. The Winter 2012 release provides better control over allocation of budget and the design of custom audience segments, as well as greater customer reach.

“Today’s consumers are engaging with brands across a variety of devices and channels, generating siloed pockets of valuable information from those interactions. The Winter 2012 enhancements to Turn Audience Platform enable marketers to break down these silos and get a more complete picture of their customers across multiple media channels. Marketers can use real-time insights to build stronger, more profitable customer relationships,” said Bill Demas [pictured], president and chief executive officer, Turn. More…

In US, MomentFeed Establishes Partnership with Foursquare

Companies collaborate to streamline venue claiming and optimization

Santa Monica, California (PRWEB) January 31, 2012. MomentFeed. Inc., the first location-based marketing platform for the enterprise and a leader in the SoLoMo space, today announced a partnership with foursquare to claim venues on behalf of its clients, providing an interface to efficiently manage hundreds or thousands of locations.

“Our goal is to make it that much easier for brands to market through foursquare,” said MomentFeed CEO and Founder, Rob Reed [pictured, left]. “The MomentFeed platform offers the added benefit of Venue Optimization™, which increases the likelihood of discovery and customer engagement at the point of sale.” More...

“We’re psyched to see the tools MomentFeed is building on top of our Merchant Platform,” said foursquare Director of Business Development, Jake Furst [pictured, right]. “Optimizing the venue management process from claiming venues to managing foursquare campaigns will allow brands to increase both sales and engagement metrics through the MomentFeed dashboard.” More...

In UK, Research Now Engages Intuitive BI to Provide Visual Reporting

Research Now, the leading global online sampling and data collection company, is implementing Intuitive Dashboards by Intuitive Business Intelligence Ltd, to provide clients with access to up-to-date advertising campaign data collected using Research Now’s ADimension® technology powered by Quantcast.

“Our goal is to enable our clients, particularly media organisations, to make more effective and timely decisions by utilising our suite of media solutions,” said Miles Worne [pictured], Chief Strategy Officer at Research Now. “After looking at several dashboard systems, we concluded that Intuitive Dashboards was the best fit for our offering. Intuitive Dashboards gives our clients a competitive advantage by providing an actionable viewpoint of online ad effectiveness, and enables clients to focus on making faster decisions to evaluate their ad campaigns.” More…

In US, Time Warner Opens Medialab in NYC, Giving a 360˚ View of Consumer Behavior

Research and Development Lab Incorporates Cutting-Edge Technology to Better Understand Engagement with Media Content and Advertising.

Available to Time Warner businesses and ad clients, lab features biometric monitoring and eye-tracking, a 50-seat screening room, in-home living room simulation, live broadcast capability and a complete 360˚ media-to-retail experience.

NEW YORK – January 25, 2012 – Time Warner Inc. today announced the opening of a state of the art Medialab for research and development at its worldwide headquarters in New York City. The Time Warner Medialab has been designed to generate valuable insights into consumer behavior, evolving media habits and industry trends across all of Time Warner’s businesses, brands and advertising partners.

“By opening this lab, we’re able to elevate the art of creating and distributing compelling content to the next level,” said Jeff Bewkes [pictured], Chairman and CEO Time Warner Inc. “The Medialab’s cutting-edge technologies and the breadth of its research capabilities will give our businesses and ad partners an unmatched ability to look inside the mind of the consumer as we develop even more engaging content. And that fact that it is located in the heart of New York City makes it even more valuable.”  More...