Mediaboss Marketing

There are as many different ways of seeing data (and visualizing the bigger picture) as there are functions and roles in the modern enterprise.

Data underpins every business function, at every level, from a high-end business strategists statistical analysis tools, down to the telemetry flowing in real-time from an exploratory drilling rig thousands of miles out in the ocean.

Identifying and unifying data is a massive challenge, but it is a specialty area for a new breed of data-first, empowered vendors, who come to the table with highly advanced and focused business tools for all things big data.

For enterprises, the best choice in this field is undoubtedly TIBCO, in the opinion of Tech Wire Asias editors. The companys portfolio of business-centric tools gives immediate access to all data and helps stakeholders develop actionable insights to take appropriate action.

TIBCO believes that organizations innovate, collaborate, and grow when they tap the power of their data, which is the transformative energy of the modern enterprise. By unlocking the power of real-time data, TIBCO is able to seamlessly connect any application, device, or data source; intelligently unify data for better access, trust, and control; and confidently predict with real-time data-driven intelligence.

Users can easily search through data available in real-time, including streaming data, and select what is needed from a virtualized directory. From there, it is a simple matter of deploying favored analysis tools to get results.

Simple outcomes are a result of the TIBCO platform removing the tediousness of manual data processing and wrangling.

With big data specialist platforms and distributed computing tech like Apache Hadoop and Spark under the hood, collaboration across the enterprise is possible, without necessarily needing the granular involvement of data science specialists at every stage. That increases efficiency from IT teams, who no longer need to configure clusters of compute and storage lakes, to data analysts who have much of the heavy-lifting done by TIBCO.

By connecting the different and discrete data sources and streams that make up the new resources in the enterprise ecosystem, TIBCO solutions create a closed loop that allows a process of continuous improvement and refinement of analytics and information.

That means decisions are taken more efficiently, with quantifiable information and empirical data available in real-time. The speed of data collation, normalization, and processing mean that no decision need ever be based on historical data that is weeks or months old.

Global carrier expert CargoSmart reported improvements daily, with better outcomes in all business areas:

We are also able to quickly fine-tune our system, making us more responsive to customer needs. Before TIBCO, it took us about two weeks to do a release cycle. Now with the platform enabled, we do daily releases, said Ralph Ho, senior manager in customer integration for CargoSmart.

The high throughput and low cost to scale, as well as the time-to-market, helped us increase the number of vessels we monitor by four times over the past year and a half.

We built an application, and the market has recognized our success. We will continue to leverage big data analytics for decision-making and to create business opportunities, he explained.

Source: Tibco

The capabilities offered by TIBCO Spotfire can, for instance, help push data streams for real-time analysis. Whether those streams emanate from IIoT or IoT devices at different ends of the enterprise (or corners of the globe), or from partner platforms running digital and social marketing campaigns, the TIBCO solution delivers.

With TIBCO, you can reimagine what analysis can do to data that is almost out of date the moment it is captured. With TIBCOs machine learning-based capabilities, trends and insights inherent in data be unearthed and put to practical use in the business.

As an oil and gas exploration and production company, Hunt Oil needed a faster solution for extracting information from vendor-supplied applications to gain applicable insights.

We are combining sets of data in ways we were never able to do in the past, leveraging data from our reporting and engineering databases. With TIBCO, we take data from the server and turn it into an asset that is going to make a difference, said Brian Alleman, a senior drilling engineer.

Using TIBCOs data streams and messaging solutions, Hunt Oil is able to provide a single, real-time view of analyses and enjoy the benefits of time- and cost-saving, query-the-future insights. The sooner the company gets the data it needs, the faster it can react, saving time and money in the process.

Data has transformed the way Hunt Oil does business. The company uses TIBCOs Spotfire Data Streams software to query the future for conditions that could lead to failure, enabling the team to evaluate and act before its too late.

To join Hunt Oil and hundreds of different companies in multiple verticals in your own data-led journey, get in touch with a TIBCO representative near you today.

Read more from the original source:
Unearthing value from the archives, and the data streams, with insight from TIBCO - Tech Wire Asia

The COVID-19 lockdowns around the world are causing major economic impacts, but one key benefit that we have in modern society, that hasn't been available in pandemics of the past, is the internet, and increased connectivity, which has enabled many businesses to continue operation despite not being able to open their physical stores.

And while the human impact of the crisis cannot be overstated, for those that are able, minimizing the economic impact through the available means could be the difference between staying afloat or going under, and suffering massive financial burden as a result.

To help with this, the team from Grazitti Interactive have put together a listing of key digital marketing trends worth focusing on amid the COVID-19 lockdowns, which could help to maximize response, and subsequent sales performance.

You can check out Grazittit's full listing of trend notes and tips in the below infographic.

Originally posted here:
5 Digital Marketing Trends to Focus On During the COVID-19 Pandemic [Infographic] - Social Media Today

MINNEAPOLIS - The Stable, a consumer brand marketing agency known for launching such brands as quip, Ring and Califia Farms into Target stores and Amazon, has merged with Arkansas-based Kreative Sales & Marketing.

The merger was announced Wednesday, April 15.

The agreement creates an agency offering a wide range of retail strategy, representation, channel management, social and digital marketing, and creative and product development services.

The Stable was founded in 2015. Fargo-based Gen7 Investments became an investor in The Stable in 2017. Gen7 is the investment arm of Forum Communications Co., which also owns The Forum.

We have built a commerce and content engine that has enabled challenger brands to efficiently reach their consumer and scale, regardless of the channel or platform, said The Stables CEO, Chad Hetherington. But with that, we found ourselves missing one crucial channel in that strategy for our brand partners: Walmart.

Kreative was founded in 2008. It offers product development, retail representation, analytical strategy and operation expertise for consumer brands. It helps private equity firm Growth Catalyst Partners launch and manages their business at Walmart, Sams Club and Costco.

As Walmart, Target, Costco and Amazon continue to dominate the retail landscape, the opportunity to partner with The Stable and GCP and be part of that overall ecosystem is very exciting for our team and our client partners, said Robert Schiederer, founder of Kreative.

RELATED:

The combined firms have more than 100 employees with offices in Minneapolis, Bentonville, Ark., Seattle, and Austin, Texas.

To learn more about The Stable and Kreative, visit http://www.thestable.com and http://www.kreative-group.com.

Read more:
The Stable merges with Kreative Sales & Marketing - INFORUM

The Brand Marketing Byte showcases highlights from Pioneer Intelligences Cannabis Brand Marketing Snapshots, featuring data-led case studies covering marketing and business development activities of U.S. licensed cannabis companies.

Here is a data-led, shallow dive on the California brand, PlugPlay:

This company is about three years old and based in Los Angeles. PlugPlay distributes proprietary vaporizers and cartridges to more than 150 dispensaries throughout California.

The companys brand identity is a bit different from the traditional California cannabis company image. They trade the typical beach, yoga and plant imagery for a more modern, contemporary and sleek theme. Furthermore, the brand ambassadors featured throughout PlugPlays social media and communications reflect the diversity of its market.

The demographic they target in social media is increasingly tech-savvy and on the younger side. PlugPlay uses a few very smart tactics to engage with this demographic: They experiment with bold and creative content formats, some being a bit more refined than others. They engage in the comments section with their followers in an unabashed, genuine manner. Lastly, they share information with their followers on current events effectively, whether it be the vaping crisis back in 2019 or the current coronavirus pandemic.

All of these marketing tactics have worked tremendously in their favor. In March, PlugPlays social media earned them the #1 spot on the Pioneer Index, up from #10 in February.

Follow this link:
Executing on Social Media: PlugPlay - Cannabis Industry Journal

Aside from her Pulp Fiction T-shirt and a hairbrush standing in for a microphone, the most conspicuous detail in Jessie Reyez' April 1 sing-from-home performance was the green bottle on her dresser. After Reyez' tour with Billie Eilish abruptly canceled last month, forcing her to send home 10 musicians and crew, her co-manager Byron Wilson reached out to Jameson Irish Whiskey to sponsor a 40-minute livestream of her album Before Love Came to Kill Us. "It moved quick," Wilson says. "There's a lot of people losing jobs right now and they were willing to help."

That green Jameson bottle represents the kind of sponsorship that "has kept some people afloat and given a bit more breathing room to look into the future and figure things out." The Jameson sponsorship paid for most of the crews lost wages for the Eilish tour.

Tour sponsorship and advertising accounted for $590 million of concert giant Live Nations budget last year, and all that money is shut down for the foreseeable future -- but brands have spent the last month providing crucial capital for artists. In addition to Jameson, Jack Daniels, Chipotle, Bud Light, the Baton Rouge chicken-fingers chain Raising Canes, Levis and Verizon, among others, have sponsored livestreams, donated to music-related charities and made direct deals for product placement and social-media marketing. Marcie Allen, president of MAC Presents, a New York agency that connects artists with corporations, says beer, insurance, tech and streaming companies are still keeping the pedal down in their marketing and advertising.

Brands are especially willing to donate money and resources to charitable music causes. Ive never seen more hunger than right now for brands and platforms to step up, says Hugh Evans, co-founder and CEO of Global Citizen, which convinced Cisco, Citi, Pepsi and others to sponsor Saturdays One World: Together at Home benefit starring Lady Gaga, Billie Eilish and others.

But deals are less robust than they are in a typical concert season. Despite her optimism, Allen has seen offers drop from roughly $1 million-$3 million to $50,000-$250,000. "There is not a doubt in my mind there was a massive pullback in the money they've spent," says Nathan Hanks, founder and CEO of Music Audience Exchange, which puts artists and brands together for online events. "You're not seeing those huge deals being consummated right now. There's lots of micro-deals that are going on, but everybody's pie has temporarily shrunk." Adds Rick Faigin, executive vp of Los Angeles marketing company Acceleration Advisory: "Maybe six figures if you're an artist, but I don't think there's multiple seven-figure deals right now."

"There's a limited amount of financials that we want to commit now," explains Shana Barry, Anheuser-Busch's director of experiential for Bud Light, "because we also need to look to the future and focus on the happiness when we can all get back together."

Still, branding and sponsorship are easy ways for artists to recover a portion of their lost tour revenue these days. In late March, Bud Light's Dive Bar Tour pivoted to a "home edition," then sponsored eight events, including performances by Dierks Bentley, Brad Paisley, Jake Owen and Thomas Rhett. It was a no-brainer: Lets take this into the home, lets provide 60 minutes of levity with a beer, Barry says. Through its own donations and viewer contributions, Jack Daniels raised $27,000 from Ashley McBryde and Chase Rice benefits for the Sweet Relief Musicians Covid-19 Fund. Within Jack Daniel's, the script has flipped: Its digital-media team is "the busiest group we have right now," says Greg Luehrs, the company's sponsorship director, while its typically jet-setting activation team is reduced to "helping out when we can."

Raising Cane's has sponsored several livestreams, including Facebook Live concerts by Better Than Ezras Kevin Griffin, reggae singer Bankie Banx and American Idol season 17 winner Laine Hardy, and is looking into other opportunities with top artists. "We're pursuing it like crazy," says Todd Graves, the company's founder and chairman, who is forgoing his salary during the pandemic and hoping to maintain 75% sales to avoid layoffs. "I never wanted to ask people, 'Hey, say you like Cane's and I'll pay you to do that.' It seemed kind of cheesy to me. But now people's incomes have stopped and things need to be done."

Because brands are reluctant to scream too loudly about products on TV, they're using music as a way of being subtle and empathetic. Walmart set the tone with a spot starring employees singing the late Bill Withers' "Lean On Me" into phone cameras. Chipotle's "Together" campaign sponsored livestreams by Luke Bryan, Portugal. The Man and Lauv to illustrate its "connect, have some fun and make some new friends" tagline. (Sources say big music names, who usually make $1 million or $2 million from brands for private shows, are now taking 75 to 80% pay cuts for livestreams, and the total includes money donated to charity.) "Music's really important right now," says Tressie Liberman, Chipotle's vp digital marketing and off-premise. "You can't help but settle into the magic that is happening by connecting with these artists."

Brands are also emphasizing social-media influencers and low-key celebrity endorsements, like Bryan, who made an off-the-cuff remark during his livestream about Chipotle's safe food delivery. "Subtlety is key," says Alex Dermer, a partner with Get Engaged Media, a music-marketing firm that emphasizes social media. "It's not something you'll probably recognize. People are going to be like, 'Celebrities are really showing what types of drinks they drink and what their favorite foods are,' and the end-user isn't going to realize there might have been a transaction that happens there." (The Federal Trade Commission requires that anyone who gets paid to endorse a product on social media must disclose the connection, via tags like #ad or #sponsored. Not all artists do this: A snippet of Bryans Chipotle performance on his Instagram contains no hashtag, while Reyez stay-at-home YouTube mentions her sponsor.)

Adds Ben Hiott, another Get Engaged partner: "All the companies and brands that are a little bit behind the curve on digital marketing and influencer marketing are playing catchup right now."

But while artists are crucial to certain kinds of marketing campaigns in the COVID-19 era, their leverage has diminished without the big concert dollars, at least for now. Something youve done for $500,000, you might do for $200,000, says Matt Ferrigno, owner of marketing agency MTW. "Everybody's not so tough anymore. I've already seen the narrative change. It's crazy.

Its a good time for brands, Ferrigno adds. Its like, I might be able to be more collaborative with an artist than ever before. Oh, hes going to get on the phone. Hes home.

Another advantage for brands is declining production costs, as artists sitting at home in T-shirts and hair buns, like Jessie Reyez, are just as powerful as those in full costumes surrounded by pyrotechnics. And while some in the music business are concerned livestreams may soon oversaturate the internet, Joe Killian, CEO of Killian and Company, which produces music events for brands, says they have the rare advantage of not competing with sports. "That has certainly freed up money," he says. "Brands are still celebrating music. I love sports, but because the leagues are all suspended for the time being, it's allowed everyone to focus on music."

More here:
Sponsorships Are Helping Homebound Artists Replace Lost Revenue, But 'Their Leverage Has Diminished' - Billboard