Marketing Analytics

Vidyard announced that it has integrated with the Act-On marketing automation platform. The integration is designed to give Act-On users the ability to track viewer activity on video content hosted through Vidyard.

The integration intends to enable marketers use video engagement data to boost qualified leads and help the leads through their buyer’s journey. Users can track which videos each contact has watched and how long they remained engaged. The data goes directly into contact records within Act-On, making insights available for marketers.

Versium, a data technology and predictive analytics solutions provider, announced the launch of Datafinder, a self-service web site designed to provide data and data technology to small and mid-sized businesses. The web site uses Versium’s LifeData predictive analytics engine to help users understand buyer behavior based off certain characteristics — intending to enhance marketing effectiveness.

The website also allows users to append email addresses to update and enhance the data on prospective buyers. Users can also append their prospect’s demographic information and behavioral data.

Twitter and IBM announced a partnership that is intended to combine Twitter data and IBM’s cloud-based analytics, customer engagement platforms and consulting services.

"IBM brings a unique combination of cloud-based analytics solutions and a global services team that can help companies utilize this truly unique data," said Chris Moody, VP of Twitter Data Strategy.

NetProspex announced enhancements to its Workbench data services platform, including deeper integrations with Eloqua, Marketo, NetSuite and Salesforce.com.

The release is positioned to expand the scope of the platform, providing marketers with deeper analytics and insights into the health and productivity of their marketing databases. In addition, the enhanced platform is designed to support trigger-based audience acquisition based on ideal target profiles.

Radius, a marketing intelligence company, announced the commercial release of Radius Insights. This software is tightly integrated with Salesforce and is designed to provide companies a better understanding of existing customers, identify top performing segments in its Salesforce systems and deploy relevant marketing campaigns. The launch follows successful pilots in the financial services and local services industries.

“With data, more is always better. The trick is making sense of all that information so you can see who is truly your best customer,” said Darian Shirazi, Radius founder and CEO. “With Radius Insights, we’ve productized scientific approaches. The ‘aha’ moment comes when our customers realize they can easily now answer two very important questions — who are their best customers and how many more just like them exist.”