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50 Women You Need to Know in Martech: 2018

Below you will find each of the 50 Women You Need to Know in Martech, as well as a quote from her that struck a chord with us.

Lana K. Moore, Chief Executive Officer and Founder at MarTechExec
“Learn it. Do it. Teach it. Those words from a cardio-thoracic surgeon still ring true in any industry. As women, there is so much we can learn and so much we can share. It’s up to us to make that happen.”

A common theme I’ve seen in my career is women being embarrassed about self-promoting behavior. There’s no need for that here. In fact, I’m kicking this list off! (Even if it makes this list exceed 50.)

read more from Women in Martech

Adele Sweetwood, Senior Vice President Global Marketing at SAS
“Do not make martech a separate function or division or isolate it from your traditional marketing team. Empower your marketers — All of them, including women.”

read more from Adele

Agata Celmerowski, Vice President Marketing at Klaviyo
“Be present, stay active, and beyond all else, celebrate your own and each others’ failures as much as your successes.”

read more from Agata

Agatha Rymanowska, Senior Vice President, Enterprise Operations at Conversant
“My goal is to inspire my team to be the very best. Seeing them grow and advance in their journey to becoming the company’s next generation of leaders inspires me to no end.”

read more from Agatha

Alayne Wilinsky, Senior Product Manager at Zvelo
“Knowing that this industry could change overnight, I never get complacent and always strive to find more solutions to the ever-growing list of industry problems.”

read more from Alayne

Aleksandra Injac, Managing Director, Programmatic Buying at Mindshare North America
“My philosophy is to surround yourself with the smartest people and don’t be afraid to hire people who are stronger, smarter or who have a better skillset.”

read more from Aleksandra

Amy Fox, Head of Product at Blis
“It was invaluable learning that, as a woman, you don’t have to change who you are, or curtail your natural instincts to be a good leader.”

read more from Amy

Andrea Lechner-Becker, Chief Strategy Officer at LeadMD, Six Bricks
“Martech is a space that takes everything great about marketing, like psychology and pain point solutioning, and marries it with everything great about technology, like big data and scale.”

read more from Andrea

Angela Wells, Senior Director at Oracle
“The people who will go furthest in martech will be the ones who understand what data should be able to do.”
read more from Angela

Anita Brearton, Founder and Chief Executive Officer at CabinetM
“Any woman who works to understand and harness the power of technology as a means to execute a brilliant marketing strategy will be positioned to lead the marketing teams of the future.”

read more from Anita

Annie Eaton, Chief Executive Officer at Futurus, LLC
“Composing a group of people with diverse backgrounds and a common goal is the best way to breed creativity and progress in one’s respective field.”

read more from Annie

Asmita Singh, Vice President, Marketing and Demand Analytics at Travel Leaders Group
“We’re living in the time when technical innovation is changing the marketing landscape exponentially. At this breakneck speed, the biggest challenge will be to stay proactive — rather than reactive — in using digital tools.”

read more from Asmita

Brandi Starr, Chief Operating Officer and Managing Consulting at Tegrita Consulting Group
“Learn both the strategy and the technology required to enable that strategy inside and out, and you will always be in the driver’s seat of your career growth.”

read more from Brandi

Brooke Willcox, Director of Digital Business Development at MNI Targeted Media
“Support, mentorship and unity are, and will continue to be, the backbone of women in this industry.”

read more from Brooke

Cathy McPhillips, VP of Marketing at Content Marketing Institute
“Technology has provided marketers with so much clarity in our efforts; it has helped us focus on the right things, and do our jobs better and smarter, giving us happier customers. Combining a brilliant marketing mind with analytics and critical thinking will make even a bigger force in our industry.”

read more from Cathy

Daina Middelton, Chief Executive Officer at Ansira
“Build teams that challenge and teach you — especially when you’re making hiring decisions. Not only do you want your team to have complementary skillsets, you want to have a team that pushes your thinking and is at the cutting edge of the highly fluid marketing space. Remember, it’s a bit of both art and science.”

read more from Daina

Dasha Moore, Chief Operating Officer at Solodev
“Female entrepreneurs and business leaders have an impressive power to motivate and advocate for women who are just starting careers. A simple way to do that? Amplify what women say in the office.”

read more from Dasha

Deborah Ermiger, Director, IT Employee Experience at DXC Technology
“You are in a unique position to cultivate deep technical expertise while also flexing your creative skills.”

read more from Deborah

Emily Kolvitz, Consultant at Bynder
“I always aim to push myself in my career, reach for greater heights, let my work speak for itself, and always, always be a resource for others.”

read more from Emily

Holly Gage, Marketing Consultant at Rowland Gage
“The problem is a lack of representation among the speaker panel. I recently attended a martech conference where three out of the eighteen speakers were women. Only one of these women didn’t work for the company organising the event and she had to share the stage with three men in a fireside chat.”

read more from Holly

Inbal Lavi, Webpals Group Chief Executive Officer at Webpals
“Nowadays, diversity and free-flowing ideas are encouraged more than they were in the past, allowing everyone to be heard and have an equal opportunity to advance in the workplace.”

read more from Inbal

Inecke Snyder-Lourens, Director of Professional Services at Cognifide
“With continued support for these initiatives to address gender inequality, I am hugely optimistic about the potential for future growth in the number of women in the Martech intersection. This sector has great untapped potential, and we can benefit.”

read more from Inecke

Jennifer Kyriakakis, Founder and Vice President of Marketing at MATRIXX
“Martech is just a set of tools. Effectively using those tools still boils down to good old-fashioned research and understanding of your market, product and customers”

read more from Jennifer

Jennifer Renaud, Global Marketing Lead & Chief Marketing Officer for Oracle Marketing Cloud at Oracle
“This industry is changing fast. There are thousands of technologies available to drive the business. Scheduling time each day to read about the industry and the application of technology is critical.”

read more from Jennifer

Jennifer Shambroom, Chief Marketing Office at YouAppi
“Many chief marketers still have narrowly defined roles that emphasize advertising, brand management, and market research. Agencies need to broaden the role of marketing in general and the CMO in particular.”

read more from Jennifer

Jessica Bicknell, Senior Vice President Business Development at Semcasting
“It is our responsibility to groom the next generation of female leaders and to model, everyday, the qualities needed to succeed, and lead, in martech.”

read more from Jessica

Julie Fleischer, Vice President, Product Marketing, Marketing Solutions at Neustar
“My favorite part of my job as a marketer is reinvention. I love approaching each year with the goal of fundamentally rebuilding and rewiring old systems that have outgrown their effectiveness.”

read more from Julie

Kate O’Loughlin, Chief Operating Officer, North America at SuperAwesome
“As martech matures, we need to make sure that we’re keeping people in the conversations that will continually ask “why” and “who,” not just “how” and “what.””

read more from Kate

Kellie Sakey, Vice President of Advertising at Unified
“In any male-dominated industry, gender equality in the workplace is a challenge. It’s not just an issue that faces women in various industries but in our entire economy.”

read more from Kellie

Kelly Jo Sands, Executive Vice President of Marketing Technology and Data Services at Ansira
“We consume content and interact with brands across multiple dimensions, touchpoints and channels over time. Being relevant in the moments that matter most to consumers is only possible through sophisticated ecosystems.”

read more from Kelly Jo

Kerry Bianchi, President & Chief Executive Officer at Visto
“Helping women navigate non-traditional paths, moving horizontally or diagonally in an organization to leverage skills from advertising, web, ad operations, product or allowing them to dabble in cross-departmental projects may help identify or spark an interest across the martech stack.”

read more from Kerry

Kim Howard, Marketing Manager at SuiteRetail
“Take risks, because they pay off — either in teaching you something you can learn from or leading to more opportunities for growth and success.”

read more from Kim

Larissa Murillo, Head of Marketing at MarketGoo
“While the gender gap in any top marketing position is apparent, I think that the work done by women at all levels in martech can largely be felt.”

read more from Larissa

Laura Patterson, President at VisionEdge Marketing, Inc.
“Martech are power tools. Power tools can help you do something easier and faster, but they will not magically fix something that is broken.”

read more from Laura

Leah Pope, Chief Marketing Officer at Datorama
“Build teams that challenge and teach you — especially when you’re making hiring decisions. Not only do you want your team to have complementary skillsets, you want to have a team that pushes your thinking and is at the cutting edge of the highly fluid marketing space. Remember, it’s a bit of both art and science.”

read more from Leah

Lisa Henderson, Chief Client Officer, Technology Practice, Epsilon at Epsilon
“It’s important to learn how to communicate and be a lifelong learner. Never stop asking questions no matter what point you are at in your career.”

read more from Lisa

Lou Donnelly-Davey, Chief Marketing Officer at TracPlus
“Having a strong sense of self-awareness and a “no-bull” approach to your own career, well-being and overall life are the surefire ingredients needed to cement your motivation and passion for what you do.”

read more from Lou

Maribeth Ross, Senior Vice President of Marketing at Monetate
“I think a critical piece of advice for someone who is getting into marketing today is to find a company that ignites a passion and that solves a problem that you understand.”

read more from Maribeth

Mary Ellen Dugan, Chief Marketing Officer at WP Engine
“The Chief Digital Officer is the CMO of the future, and to be successful in that role, you have to understand that art, science and technology drive your company’s success.”

read more from Mary Ellen

Meg Ryan, Vice President, Marketing Strategy at Atlanta Hawks & Philips Arena
“The intersection of marketing and technology is opening doors for all individuals to shape the industry moving forward. This is the chance for women to break down barriers, change the industry norms and have a voice in the conversation.”

read more from Meg

Megan Lueders, Vice President of Marketing at Zenoss
“Women in marketing need to position themselves as having a seat at the table, even if that’s a male-dominated table.”

read more from Megan

Michel Feaster, Chief Executive Officer and Co-Founder at Usermind
“If we want to see more women in Martech, I strongly believe we need to encourage more women in our field to lead by example and share their stories.”

read more from Michel

Michele Eggers, Senior Director, Customer Intelligence Product Management at SAS
“It’s not just about technology — It spans math, economics, etc. I think that women showing through volunteerism that these types of analytical skills are fun creates a solid foundation for girls’ future educational and career decisions.”

read more from Michele

Michelle Brammer, Director of Marketing at eZanga
“Access to programs that incorporate in both marketing and technology, rather than individual pathways, will help young women discover that the two passions can be synonymous rather than autonomous.”

read more from Michelle

Michelle Kim, Vice President, Marketing at Amplitude
“Sometimes you might have more to give to your career than at other times, but don’t drop out completely and come back. If you are reading this, the world needs more women like you.”

read more from Michelle

Molly Schweickert, Head of Digital at Cambridge Analytica
“Ultimately, marketing is about communication, technology, psychology and meeting business needs. You’re so much better equipped to tackle that if you can strategically think from a perspective that’s not limited to a marketing silo.”

read more from Molly

Nadjya Ghausi, Vice President of Marketing at Prezi
“As leaders, we need to encourage women on our marketing teams to take on martech roles that emphasize curiosity and creativity. This will help to round out their marketing skillsets and set them up for career growth and progression.”

read more from Nadjya

Seeta Hariharan, General Manager and Group Head at Tata Consultancy Services Digital Software & Solutions Group
“For women to succeed in technology, I believe self-confidence is the biggest determining factor of success. You’ve got to believe in yourself – even when you don’t.”

read more from Seeta

Sheryl Schultz, Founder & President, COO at CabinetM
“[Martech] is an industry where technical expertise is appreciated — We shouldn’t wait to be invited. Women in martech need to be inclusive of other women when they are building panels, dinners or discussions.”

read more from Sheryl

Stacy Taylor, Director of Digital Marketing at Carousel Industries “No matter which industry you’re in, I believe it’s important to get experience in a number of different areas when starting a career. It will help you gain broader knowledge of your field and help you figure out if there is a specific area where you want to specialize.”

read more from Stacy

Stefanie Grieser, Head of Partnerships, Events & Global Markets at Unbounce
“I like to refer to my mentors as ‘my personal board of directors,’ largely because I have a handful of people I go to depending on the question at hand, and typically these relationships are not just a linear one-way relationship.”

read more from Stefanie

Valerie Vallancourt, Vice President of Marketing at Outsell
“A common misconception about martech is that marketing technology solves everything. It really doesn’t, and you still need smart people and processes in order to make technology work for you.”

read more from Valerie

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3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing


3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

Read more

Embracing the Retailer’s Dream Metric: Cost Per Visit


Embracing the Retailer’s Dream Metric: Cost Per Visit

The twentieth-century American engineer and statistician W. Edwards Deming once said, “Just because you can measure everything, doesn’t mean that you should.”

This applies to retailer struggles today as marketing executives need to decide what they should measure and how. Do they care about impressions, views or click-through rates? And once they figure that out, how can they make sure their ad dollars are really working? The Partnership predicts that ad fraud will cost brands over $16 billion this year alone, while Infectious Media suggests that over half of all digital ads aren’t seen at all.

Fortunately for retailers, there’s a new metric in town—one designed to eliminate waste and increase sales. With a cost-per-visit (CPV) model, retailers pay only when a consumer sees an ad and visits a specific location. Here are four ways retailers are benefiting from this cutting-edge new metric.

1) Increased Foot Traffic

With the National Retail Federation predicting eight to 12 percent e-commerce growth this year alone, no one can deny the rapid rise of online sales. However, 85 percent of consumers still prefer to shop in brick-and-mortar stores, where 94 percent of all sales are generated. That’s why it’s vital for retailers to keep their physical stores alive and continue to enhance their in-store experiences.

With the explicit goal of bringing visitors into physical store locations, CPV is a metric for retailers wanting to increase foot traffic—and pay only for successful conversions. While there are many ways to boost in-store visits, today’s leading location data solutions use predictive location modeling. With Blis Futures, we choose to charge on a CPV-basis because we are completely confident in this approach.

2) Greater In-store Sales

Driving consumers into brick-and-mortar locations may also encourage consumers to buy more than they anticipated. It gives retailers the opportunity to upsell consumers so they need to make sure they clearly advertise their promotional pricing, point-of-purchase displays and loyalty programs. Once you have a potential customer in the store, you can push tailored messaging in real-time and create personalized promotions. As anyone that has ever been into a Target retail location can attest – you may go in for one specific item but end up unable to leave the store for less than $100! So only paying when a consumer sees an ad and then visits a physical location reaps multiples rewards for a marketer.

3) Branding Opportunities

When retailers buy ads on a cost-per-visit basis, they don’t pay if the consumer sees the ad but doesn’t come into the store. That means the retailer also benefits from ad views and branding. In fact, a consumer may see the ad and make a purchase online rather than in-store, but the marketer still pays nothing for that conversion. At Blis, we are willing to take that risk and allow marketers “free” branding messages. Our confidence in the technology behind our CPV metric allows us to think of marketers first.

4) Risk-free Investing

CPV transfers the risk from buyer to partner, so retailers don’t have to worry about wasted ad spend: They’re making a completely risk-free investment. With free branding and zero downside, retailers have nothing to lose.

When Blis became one of the first tech partners to offer the CPV model earlier this year, we sent a critical message to both retailers and the wider industry: We’re ushering in a new era of transparency and accountability in advertising.

Check back again next week when we switch gears to discuss how retailers can use mobile to boost engagement, retention and acquisition.

Read more

Closing the Retailer Purchase Loop: Solving the Challenge of Attribution


Closing the Retailer Purchase Loop: Solving the Challenge of...

You’re on your way to work when you pass a billboard featuring Nike’s newest running shoe. That reminds you: you just signed up for a half marathon, so you’ll need some new gear. You start googling top-of-the-line running shoes on your phone. You forget about the race until days later when looking at Facebook on your laptop, and there they are: the same shoes that caught your eye. Still, you won’t purchase them until you try them on. So what a pleasant surprise when, on your walk home, a banner ad appears across your phone: “You’re 3 minutes from a Nike store,” it says. Why not stop by?

If you go into that store and purchase those shoes, which ad was it that led to the conversion? Was it the original billboard, the social media ad, or the location-based banner? Perhaps a perfect combination of all three?

These questions reflect the challenges every marketer is currently facing when it comes to attribution. Today, a typical path to purchase is no longer a straight line to the point of sale. It looks more like a latticework of ads both online and offline, on our devices or in our neighborhoods.

Yet despite this added complexity, brands can begin to solve the mystery of attribution and determine the value of each marketing touchpoint. They just need to follow the footsteps.

Understanding Footsteps to Purchase

Brands can get a better understanding of which campaigns are boosting their ROI by taking a look at how digital ads directly relate to foot traffic.

First, advertisers can conduct an A/B test to determine which ads are bringing people into their brick-and-mortar retailers. By comparing how many devices were seen in store from an exposed group (devices that received an ad) to a control group (devices that didn’t receive an ad), brands can figure out what’s working and how well. This is the kind of study we conducted on a series of CPG brands earlier this year—where we found an astonishing 47 percent uplift in foot traffic for the exposed group.

Location data can also reveal more than just how many devices made it into stores. It can also tell advertisers the average time it takes for someone to enter a store after seeing an ad, or which locations are performing best. Brands can also layer this data with purchase histories and sales data for even more insightful stats and figures into how their customers are responding to ads.

So once brands have uncovered all these clues into what’s driving conversions and how, what do they do with it all?

Step Up Your Campaigns

Brands don’t strive for accurate attribution just for the sake of it. They want to know what’s causing conversions so they can do more of it—and cut out what might not be working at all.

An energy drink brand, for example, can use data about foot traffic and sales to make sure the next iteration of their campaign performs even better. Let’s say the brand discovers that people are 50 percent more likely to go into a store that stocks the energy drink when they receive an ad within 200 feet of the retailer. Rather than targeting everyone within 500 feet of the retailer, the brand can eliminate waste by just reaching out to those within a much smaller radius.

What if advertisers discover that no matter what distance, more people seem to be purchasing the energy drink from Walgreens than CVS? Perhaps next time, they can put a greater share of their ad budget into targeting those near Walgreens.

By solving some of the mysteries around attribution by finding which campaigns are driving sales, advertisers can continuously optimize their campaigns. And that means less waste and a greater bang for every marketing buck.

Read more

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