Marketing Cloud

Outdoor retailer Kathmandu is capitalising on customer data from its Summit Club loyalty program to build better relationships with their customers and increase revenue. Yelda Rahimi, marketing manager – customer, told Which-50 Kathmandu takes that data, and leverages Salesforce marketing cloud to build customer journeys and one-to-one personalised communications. Sign

Adobe Marketo

Marketo is now officially part of the Adobe family, after acquiring the martech company for $US4.75 billion. Announced in September, the deal brings together strengthens Adobe’s B2B play and appeal to mid-market customers. It also helps dobe compete against rival marketing clouds Oracle and Salesforce. Leadership Webinar: Which-50’s 2019 Outlook

Marketing leaders face an ongoing dilemma regarding the creation of the ‘optimal’ marketing team structure. Centralising or decentralising marketing has been under debate for years. But as marketers face ever-increasing pressure to deliver more to the business – higher ROI, improved efficiency, and growth – team design has once again

Marketing intelligence platform Datorama will join Salesforce’s Marketing Cloud, bolstering its AI and data analytics capabilities. Overnight Salesforce announced it has agreed to buy Datorama. Financial terms were not disclosed, but Israeli news site Calcalist reported the CRM company paid more than $800 million in cash for its latest acquisition. Sign

robot, AI

As brands increasingly build internal statistical models and algorithms to tailor experiences, marketing cloud vendors are responding by building AI capabilities into their offerings. The latest in line is Adobe which last week announced it is opening up its data science and algorithmic optimisation capabilities in Adobe Target, the personalisation

Marketers need to “stop living a lie” and reassess the metrics they use to determine the success of their digital campaigns. That’s the view of Steve Lucas, the new CEO of Marketo, who stepped into the top job at the marketing software company in October 2016. Take our Which-50 reader

retail

Australian retailers shopping for technology products prefer to stitch together a best of breed tech stack rather than betting all on a unified marketing cloud. Over the last few weeks Which-50 has spoken to marketing and digital leaders in retailers such as Temple and Webster, Nude by Nature, and Lux Group,

The Sydney Opera House has signed a two-year deal with Adobe to utilise its Marketing Cloud, which will form a key piece of infrastructure for the iconic company’s digital transformation. The deal extends a relationship already built on Creative Cloud across a range of design-led projects. The Opera House is