New guide details best practices and use cases for impression tracking so app marketers can gain campaign visibility to better measure and optimize overall performance

The measurement and analytics suite Adjust today released "A Mobile Marketer's Playbook for View-Through Attribution", detailing best practices for implementing this trending attribution method. View-Through Attribution (VTA), commonly known as impression tracking, helps marketers better analyze and optimize campaign performance, increase ROI and ultimately drive more revenue. Adjust analyzed apps globally with VTA settings enabled to better understand the relationship between clicks, impressions and installs over time, and found that fluctuations don't always go hand-in-hand.

A spike in impressions can also pull the number of clicks up with it, and, conversely, a decrease in clicks does not always lead to a decrease in installs. For example, February 2022 saw a click decrease of 16% globally compared to the previous month, which correlated to a drop in installs (21%). Still, throughout the following months, clicks recovered by a few percentage points, while installs increased by 10%. By May 2022, installs attributed to impressions were 19% up on the February dip, despite clicks having only bounced back 11%.

"VTA is crucial to measuring and understanding overall campaign performance strategically and holistically," said Reggie Singh, Adjust Director of Partnerships. "In light of greater privacy measures, such as Apple's iOS 14.5 and Google's upcoming Privacy Sandbox on Android, every little bit of insight into the user journey counts. It's great to attribute an install to a click, but it's even more powerful to know if more clicks, and ultimately conversions, occur after impressions have been served on a specific channel."

VTA helps app marketers identify lift on or from platforms like Facebook, Instagram, TikTok, Snapchat, and Twitch by looking at purchase intent, brand awareness and favorability. Snap Inc.'s Head of Marketing Science, Youmna Borghol, noted that, "Snapchatters open the app more than 30 times a day on average, and are frequently influenced by their friends and creators while making decisions on their next purchase. However, when exposed to ads, many users don't want to click out of that experience, and in most cases, they complete the purchase later."

Among a host of key insights, the guide explores:

• Share of VTA-based installs globally and by vertical. The top-five regions with the highest shares of impression-based installs are Japan (17%), France and Benelux (14%), MENA (11%), INSEA (10%) and the U.S. at nearly 9%. Food and drink apps have the highest proportion of impression-based installs globally, at 43%, followed by fintech (36%), travel (30%), e-commerce (24%), entertainment and social apps (both 11%) and gaming (5%).
• Industry VTA window benchmarks. As VTA window lengths vary across industries, verticals, business models and campaigns, Adjust recommends setting vertical-specific windows when kick-starting VTA efforts, spanning from 24 hours for gaming to 32.5 hours for fintech apps.
• Difference in install share by operating system. Android's average share sits at 9.2%. iOS is significantly higher at 14.1%. This is largely because the app categories most commonly downloaded on iOS, such as e-commerce, food and drink, and lifestyle, are often more VTA-friendly. Android drives a much larger proportion of mobile game downloads, which are often from high-intent, click-centric campaigns.
• VTA for holistic CTV ad measurement. With ad recall at 46% on CTV vs. 9% on website ads, CTV is the most recommended channel for marketers looking to diversify their advertising mix.

Latest Keap partnership makes it easier than ever for entrepreneurs to host and market seamless high-converting webinars

Keap, the leader in sales and marketing automation software for small businesses, today announced a partnership with EasyWebinar, a live stream platform and marketing automation tool in one, to enable small businesses to pair virtual events with sales and marketing automation to grow sales. The partnership will give Keap users the tools they need to easily create engaging webinars, behaviorally segment their audience, and harness automation to grow sales through a distinct paid integration with Keap.

"Our collaboration with EasyWebinar exemplifies Keap's unwavering commitment to equipping small businesses with the necessary resources for growth and success," said Clate Mask, co-founder and CEO of Keap. "An integration with EasyWebinar allows Keap users to seamlessly launch online events that will yield more prospective customers for their businesses, and more opportunities to engage with existing customers. Digital events are a critical strategy for small businesses growth, and EasyWebinar is an excellent partner in enabling our customer to manage them."

EasyWebinar makes it easy for entrepreneurs to review their webinar performance and get actionable information that will help to improve future events. Webinars have become increasingly popular as an effective tool for marketing, content marketing, training and a wide range of other business uses. As webinars see high engagement rates of up to 50%, small business owners are starting to embrace webinars as an essential part of their sales funnel.

"Through our collaboration with Keap, EasyWebinar is thrilled to introduce an integrated marketing solution designed to amplify the promotion of small businesses' webinars, while simultaneously enhancing attendance and engagement," said Casey Zeman, founder and chief visionary of EasyWebinar. "We look forward to seeing the engaging and interactive experiences Keap users will be promoting through the partnership." 

Analysis Notes that Acquisition “Conquers EMEA” for Anteriad

Global B2B marketing solution provider Anteriad today announced that Outsell, Inc. has given the company a Positive rating in a new analysis for their clients. Outsell, Inc. is an advisory firm that serves executives operating in the data, information, and analytics economy, providing must-have intelligence and benchmarks to their clients. The analysis notes that Anteriad has “conquered EMEA” with its recent acquisition of BNZSA. The analysis also notes that Anteriad is “building a full-stack solution for B2B marketing” and that Anteriad now provides localized solutions and services for a number of key global regions, which puts the company out in front of providers based solely in the US. While Anteriad has earned a Positive rating from Outsell, Inc. in the past, this new review validates Anteriad’s approach to deepening their global solution to help more B2B marketers get in front of more of their customers faster. 
 
“Anteriad checks off multiple boxes with its BNZSA acquisition, not just the typical one or two. There are several lessons here for companies looking to expand beyond what they currently offer today from a product and geographic standpoint, to provide a more full-stack solution,” said Randy Giusto, VP & Lead Analyst - Media and Marketing Strategy and Intelligence Solutions, Outsell, Inc. “This is a big geographical win for Anteriad. The company gets EMEA compliance and permissioned data, and market access at the local level while other players still try to cover Europe from the US." 

Anteriad’s acquisition of BNZSA includes a number of valuable capabilities that expand upon Anteriad’s already robust offering to deliver a deeper offering to customers in EMEA and APAC. BNZSA, based in Madrid, delivers agile demand generation with exceptional performance in account-based marketing and multi-touch campaigns with scaled GDPR-compliant data for the European market. The company also offers a unique Warm Handover™ process to deliver the highest quality prospects possible and a localized touch on a global scale with BDRs who speak 26 languages, providing nuance and depth for global clients. 

“We are thrilled for Outsell, Inc. to validate the depth of our offering and our localized capabilities in the markets that we serve around the globe. We are first and foremost focused on our customers’ success, and BNZSA shares this priority with us. Together, we’re able to provide highly localized demand gen and account-based marketing with high quality data and support that understands each region. Our goal in creating a full-stack B2B marketing solution is based on the needs of our customers, and this recent analysis proves that a customer-focused approach to expansion is a smart approach,” said Rob Sanchez, CEO at Anteriad.

Initial Creator Group Represents Footprint Of Over 100,000,000 Views and 600,000 Subscribers on YouTube

ClashTV, an interactive livestreaming digital platform built to connect fans with the creators, content and culture they are most passionate about, today announced the signing of 9 content creators who will create and distribute weekly exclusive content on the livestreaming and monetization platform. Expanding their audience to the platform, this initial group of creators has amassed over 600,000 subscribers and over 100,000,000 total views on YouTube to date.

Signing highlights includes:

• Tim "Conman" Conners, known as the 'Tony Hawk of streetball.' Tim has over 1 million followers across all platforms and 10M+ views on his YouTube channel.
• Drifty comes to ClashTV with 194K YouTube subscribers and over 13 million channel views. Drifty is one of the leading influencers in the basketball lifestyle creator space.
• ClashTV also signed top NBA 2K gaming creator Jayla Gaming, with 215K subscribers on YouTube and over 6.5M total channel views. Jayla also covers esports.
• Chris Walker, the face of Sports Behavior Podcast, and is an even bigger influencer across TikTok and Instagram where his viral hot takes on the NBA often pull in 1M views per video.
• Mookie Jones, from R rated Sports Debates, has 15K subscribers on YouTube as well as over 2.1M views across his channel.
• Travis Simon is a constant fixture on the NYC courts and is one of the most credible creators in streetball.
• Justin Delany runs NJ Hoops Recruit, one of the most well respected media channels that cover streetball and has attracted 30K subscribers and 13M total YouTube channel views.
• Lamont Lane, who runs FYF Sports Debate Podcast, has over 77K YouTube subscribers and 50M+ channel views.

"Our platform appeals to Gen Z and Alphas. Content Creators are stars to these users, as much as athletes are, and Sports Fandom for them is built through connection with short form content first, not televised game broadcasts," said ClashTV CEO Jonathan Anastas. "Additionally, we are a platform where young creators can be discovered and supported through tips, donations and micro-pay-per-views as well as advertising revenue share. ClashTV was built to help these creators earn a decent living and not have to hustle as hard while pursuing their passions."

"I am excited to announce that I will be partnering with ClashTV. I'm very grateful for the opportunity to partner with a platform that shines light on the type of content I create and the type of content I enjoy watching," said Jayla Lewis of Jayla Gaming.

With events in New York, Atlanta, San Francisco, London, and Berlin, Kaltura Connect on the Road is bringing marketers and L&D leaders together to address the question of the year: How can I achieve my goals with fewer resources?

Kaltura,  the Video Experience Cloud, is kicking off its first-ever Kaltura Connect on the Road series of events. With events in New York, Atlanta, San Francisco, London, and Berlin, the event series will focus on how marketers, training professionals and learning and development leaders across industries can do more with less by taking full advantage of webinars, events and digital programs and experiences across the hybrid spectrum, and maximize ROI.

2023 has been riddled with many challenges for marketing and learning departments. Budgets have undergone significant cuts, resulting in fewer planned in-person events and training sessions, the demand for better ROI is growing and the primary concern for all revolves around finding ways to accomplish goals with limited resources. With a star-studded lineup across locations, Kaltura Connect on the Road will bring the best across industries together to present successes and new strategies, as well as dissect the limits, challenges, and struggles that marketers and learning leaders across the globe are experiencing.

“It’s a year of uncertainty for marketers, event professionals, and L&D leaders, but one thing is certain - meaningful interactions and compelling content are not only here to stay, they are the way forward, ” said Lisa Bennett, Executive Vice President of Marketing at Kaltura. “By bringing some of the best minds in marketing and learning together, we are excited to provide the ideal setting for professionals creating hybrid and digital experiences to get advice that is actionable and effective.”

Some of the speakers joining Kaltura Connect on the Road:

• Colin Fleming, EVP, Global Brand Marketing, Salesforce
• Joyce Kim, CMO, Twilio
• Laura Heisman, CMO, VMware
• Eyal Manor, Former CPO at Twilio and VP Product at Google
• Ada Agrait, SVP Global Head of Corporate Marketing, SAP
• Udi Ledergor, Chief Evangelist and former CMO, Gong
• Rachel Lockwood, Director EMEA Marketing, AWS
• Bradley Kemp, Senior LX Designer: Google School for Leaders, Google
• Samuel Hagen, Head of AMER Event Marketing, AWS
• Margot Hernandez, SVP, Video Production, Citi
• Craig Chapman, Senior Manager Broadcast and Live Events, VMware
• Megan Henshall, Global Event Strategist, Google
• Nicola Kastner, Event Marketing Strategist and former VP, Global Head of Event Strategy at SAP
• Paul Gibbons, Senior Global Product Manager, EY
• Dennis Schützsack, Head of Product Enablement SAP Learning, SAP
• Jan Pilhar, Executive Director & Co-Leader Digital Advisory Practice, IBM
• Daniel Simon, VP, Head of Strategic Marketing
• Sarah Norton, Senior Customer Enablement Manager, Salesloft
• Tacy Trowbridge, former Lead for Global Education Thought Leadership and Advocacy at Adobe
• Roman Faminou, Product Marketing Manager, Google
• Ulf Kossol, Director People Experience, Deutsche Telekom
• Ewelina Dunkley, Events Lead, Meta (Facebook)
• Amit Bivas, VP B2B Marketing, Monday
• Bonny Shapira, Leader Cisco Live EMEA, Cisco
• Arnaud Dlignon, Innovation Lead Liquid Studio, Accenture

Bikky enables New York City’s leading restaurant brands to better understand guest behavior by providing analytics that extend beyond their four walls and into all guest-facing channels

Bikky, a customer data platform built exclusively for multi-unit restaurants, today announced that nine leading New York City-based brands selected Bikky as their data and analytics partner. The nine brands include Westville, Boqueria, Zucker’s Bagels, Avocaderia, INDAY, Seamore’s, Marlow Collective, 5 Napkin Burger, and Handcraft Burgers and Brew.

For restaurants today, understanding their guests is more important than ever. Diners have more options to choose from across delivery apps, price points, cuisine types, and dietary preferences, leading to a more costly and competitive operating environment for restaurants. With up to 80% of a restaurant’s revenue coming from repeat guests, understanding what turns first-time diners into regulars is key.

Leading NYC brands are turning to Bikky to leverage their guest data to understand those behaviors and answer questions plaguing all modern restaurants, like which menu items best create long-term customers, the lifetime value of their loyalty guests, and predicting which customers are likely to churn.

“A successful restaurant is the sum of many small details that make a huge difference at scale,” said Alessandro Biggi, the Founder of Avocaderia, the world’s first avocado bar. “With Bikky, we’re able to get a bird’s-eye view on our guests’ behavior and collect the insights that allow us to make informed decisions about the content, frequency and timing of our marketing initiatives including email, our loyalty program and our menu specials.”

“Bikky has made launching new products a more seamless experience and allows our operations team to see through the P&L and understand our customer with greater insight,” said Basu Ratnam, the Founder of INDAY, a fast casual restaurant inspired by Indian cultures around the world. “Bikky also makes it easier to understand our return on investment when it comes to marketing, and helps us run a more comprehensive guest facing business.”

“Bikky is relentlessly dedicated to ensuring the accuracy of our data,” said Shai Lochoff, a Partner at Westville, a restaurant group known for serving fresh, simply prepared American fare. “Their reporting ended up being more accurate than the excel spreadsheets I had been working off of for years. I’m now using Bikky for far more than just sales reporting, like daypart breakdowns and menu item retention.”

With Bikky, which is headquartered in New York, every brand can now make data-driven decisions that improve every aspect of the guest lifecycle and drive more revenue.

“Bikky was born in a New York City restaurant as I watched my mother-in-law touch tables by day and dig through data by night, all in an effort to extend her vision of hospitality to every guest,” said Bikky co-founder and CEO Abhinav Kapur. “It’s an honor to partner with leading brands in our home market, empowering them with the data they need to make mission-critical decisions, better serve their guests, and scale their businesses.”

Businesses can now collect payments faster, automatically schedule reminders and track all payment statuses

Having become the #1-rated text marketing platform since its launch in 2016, Textedly today introduced Text-to-Pay, its newest feature designed with small- and medium-sized business owners in mind. Textedly is an easy-to-use and affordable solution that has been embraced by thousands of businesses and organizations.

Bringing the convenience of texting to the challenge of collections, Textedly recognized that because text messages have an average open rate of nearly 99%, SMS is an ideal channel for businesses to simultaneously stay connected with customers while making payments simple.

Among the benefits of Text-to-Pay, businesses can:

• Collect payments from customers faster with the proven higher response time of text
• Automatically schedule friendly current-payment-due or past-due reminders
• Streamline recurring payment requests by setting up auto-pay, with the option for customers to send payment immediately or schedule for later
• See a top-level view of all payment statuses, helping businesses facilitate cash flow
• Export data whenever needed and protect customer data with premium security
• Quickly and easily set up and start accepting credit card payments immediately
• Use Text-to-Pay with no contractual commitment, allowing users to scale up services as business grows

A modern solution for boosting customer engagement, retention and sales, Textedly is text marketing made easy. Business News Daily named it among their Best Text Message Marketing Services of 2023, writing, "Textedly is our top pick for companies seeking a scalable, affordable SMS marketing platform that will grow with them."

"We have continuously listened to our customers for the past seven years, and we are excited to launch our Text-to-Pay feature, offering a significant new addition to our suite of services," stated Textedly President Sumit Shukla. "As we have earned a reputation for our leadership in the text marketing arena, we aim to strengthen that with our expansion into Text-to-Pay."

SER, a leader in the Enterprise Content Management (ECM) and Content Services market, has announced a strategic partnership with Helix International, the industry-leading software platform and services solutions provider for legacy application retirements and enterprise content migrations.

The partnership combines Helix's MARS platform with SER's AI-powered Doxis Intelligent Content Automation platform. The result is the fastest and most secure solution for enterprises seeking to cut licensing fees, close data centers, and improve customer satisfaction without interrupting operations.

"Modernizing your content management has never been easier, safer, or more cost-effective," says Steve Goss, CEO of Helix International. "Our joint clients recoup millions each year by eliminating legacy licenses, fragmented data, and regulatory compliance headaches."

Dr. John Bates, CEO of SER adds: "By blending Helix's leadership in large-scale migrations with SER's leading content automation platform, we empower organizations to unlock the hidden value of their content."

Helix International has over 20 years of experience in retiring legacy licenses with a flawless track record of 500+ successful projects, while SER's Doxis leads the Forrester Wave™: Content Platforms, Q1 2023 report. Many of the world's leading Fortune 500 banks, insurance companies, health care organizations, big retail companies, distributors, government entities, and more trust Helix and SER with their data and security.