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September 27, 2017

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Top Stories
 
comScore Launches Activation Product For Created Audience Segments
MediaPost (9/26)
For marketers, comScore says Activation can extend existing target audiences and fine-tune audience targeting with customizable behavioral- and interest-based data, as well as protecting advertisers with brand-safe content.
 

Cisco Cutting About 310 Headquarters Jobs Under Strategy Shift
Bloomberg (9/26)
Cisco is trying to shift from a reliance on revenue from high-cost proprietary equipment – which some customers are turning away from – to software and services. The company has more than 73,000 employees.”
 

Twitter Is Finally Letting Some Users Tweet with as Many as 280 Characters
Adweek (9/26)
Earlier this year, Twitter took steps to ease the 140-character frustration by allowing handles and links to not count toward the overall character count. However, it’s unclear how users will react to plans to let the platform become overall a little more verbose.
 

Industry Perspectives
 
What is ITSM? Managing IT to Serve Business Needs
CIO (9/27)
ITSM offers various frameworks for businesses to create management standards around IT services and customer service practices. It encompasses quality management, software engineering, information security management as well as popular management framework standards.”
 

New Life For Neustar? CEO Lisa Hook Eyes Expansion, Brand Repositioning
AdExchanger (9/27)
“'We were losing business to people who were pricing at 10% of our price, and they were all good at marketing,' Hook said. 'We made the decision that the market is still in its infancy and that we weren’t going to chase price down.'
 

Vulnerability vs. Risk: Knowing the Difference Improves Security
CSO (9/26)
Donald Freese, deputy assistant director at the FBI, and Brandon Dunlap, managing director at Brightfly, talked about the difference between vulnerability and risk as they relate to leadership. The conflation of these words is problematic because when people get caught up in fear, they start to react to threats with intensity rather than consistency.
 

Making Sense Of Today's Chaotic Media Landscape
MediaPost (9/26)
As there are thousands of ways to reach consumers these days, there are also numerous ways to block ads out. Digital has wrought a cluttered and chaotic landscape that’s predicted to get more cluttered and more chaotic.
 

The State of Marketing Technology for B2Bs
eMarketer (9/27)
The customer relationship management (CRM) system was once considered to be an all-powerful marketing and sales tool for business-to-business (B2B) companies, but these systems aren’t always enough. Chris Rothstein, CEO of sales enablement technology Groove, shares what’s missing from B2Bs’ marketing technology stack, despite the bustling landscape.

 
Research Insights
 
73% of Executives Are Researching & Launching IoT Projects In 2017
Forbes (9/27)
The Verizon study found that the Internet of Things (IoT) gained significant momentum in 2016, with 2017 IoT investments accelerating. The majority of investments today are in IoT projects that are still in the concept or pilot phase, concentrating on tracking data and sending alerts.


Few Marketers Use a Single System of Record for Data Management
eMarketer (9/27)
From social listening insight to email metrics, US marketers rely on a slew of data sources to inform their decisions. But less than 9% of those polled by mobile marketing provider Tune in March 2017 said they use a single system of record to bring all that data together.

 

Trust Remains Major Challenge For Advertising Industry, CMO Council Says
MediaPost (9/26)
“The recent report highlights the loss of trust between marketers and agencies, agencies and publishers, and brands and customers by gathering insights from 300 senior marketers, along with perspectives from among the CMO Council's more than 13,000 members.


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