Martech news roundup: Salesforce acquires MapAnything, Google, Spotify news
Roundup of top news in martech from the week of April 16-23, 2019.
In our roundup of this past week’s martech news, we highlight:
- Salesforce acquires location-based software MapAnything
- Google launches YouTube Music service on Google Home
- Spotify to collaborate with Oracle Data Cloud on custom audiences for auto, retail, CPG industries
Top stories in marketing technology this past week:
Salesforce acquires location-based software MapAnything
What it is
MapAnything is a location-based intelligence software built natively on Salesforce’s AppExchange. It was originally released in 2012 as part of a suite of applications, but due to its unique popularity was rebranded in 2015 as an independent entity.
The software works to optimize sales territories, surface mobile data, automate field rep activity tracking, and track real-time location.
On April 17, the company signed a “definitive agreement” to be acquired by Salesforce, for an undisclosed amount.
Why it matters
Location-based marketing is an increasingly important space set to have huge impact on marketing in the near future.
For both B2C and B2B marketers, location-based intelligence allows more sophisticated ability to meet consumers at the right moment, in the right place, via their preferred device.
Google launches YouTube Music service on Google Home
What it is
Starting April 18, Google has made YouTube Music available on their smart assistant. Users can now select it as the default music service via the Google Home app.
It will be the free version (including ads) that has a couple restrictions such as only skipping ahead six times per hour. YouTube Music also offers an unrestricted premium plan at $10/month.
Why it matters
Billboard reported in the past couple weeks that Amazon may be looking to enter the free music streaming business as well.
Spotify to collaborate with Oracle Data Cloud on custom audiences
What it is
Spotify has announced a partnership with Oracle Data Cloud that will help marketers in the auto, retail, and CPG (among other) industries to target specific audiences.
With the auto industry, per Spotify’s example, this could include users who listen to Road Trip playlists or who stream music in the car.
Why it matters
Spotify users apparently purchase cars at a rate 26% higher than the national average. And we can assume similar segments and statistics exist for other industries.
By connecting Spotify’s data with Oracle’s targeting and measurement abilities, marketers will have yet another way to better connect with consumers.
See something we missed? Leave us a comment below!
