Extroverting

Tag: Mean Business

  • Effectively Connecting Your MarTech And Email Marketing Processes

    Effectively Connecting Your MarTech And Email Marketing Processes

    In the modern digital ecosystem, thriving companies understand that marketing technology (martech) and email marketing are two potent tools that, when effectively combined, can yield outstanding outcomes.

    The strategic integration of martech and email marketing fosters synergies that enhance customer experiences, increase operational efficiency, and ultimately elevate revenue generation.

    This detailed guide examines how companies can efficiently link these essential elements to reach their business goals.

    How MarTech and Email Marketing Convergence Transforms Business?

    The marketing technology environment has experienced significant changes, with email marketing regaining its role as a fundamental element of digital strategy. Currently, advanced martech and email marketing integration allow companies to send personalized messages on a large scale while assessing impact with unmatched accuracy.

    Contemporary marketing ecosystems now include integrated platforms that effortlessly exchange data, removing the traditional silos that previously hindered marketing efficiency. Marketing teams are increasingly aware that standalone email campaigns that are not integrated with the wider martech ecosystem are lost opportunities.

    Building Powerful Connections Between Marketing Data Sources

    Establishing robust data connections between martech and email marketing systems creates the foundation for all subsequent marketing activities. Effective integration ensures customer information flows bidirectionally, enabling real-time updates and synchronized customer profiles across platforms.

    • Customer relationship management systems must seamlessly transmit interaction data to email platforms for contextual messaging.
    • Purchase history integration enables highly targeted product recommendations within email communications that drive repeat purchases.
    • Website behavior tracking provides critical signals for automated email triggers based on specific customer actions.
    • Social media engagement data enhances email segmentation capabilities, allowing for multi-channel personalization strategies.
    • Unified customer data platforms centralize information from disparate sources, creating comprehensive profiles accessible to email systems.

    Metrics Alignment Across Marketing Channels

    Successful martech and email marketing integration requires unified metrics frameworks that measure performance consistently across all channels, ensuring marketing teams align efforts toward common business objectives rather than competing goals.

    • Implement comprehensive dashboards that visualize performance metrics from both martech platforms and email marketing campaigns in one centralized location.
    • Establish consistent campaign naming conventions across all marketing technologies to facilitate accurate cross-channel performance analysis and reporting.
    • Develop attribution models that properly credit email marketing touchpoints within the broader customer journey across multiple interaction channels.
    • Create unified customer lifetime value calculations that incorporate both email engagement metrics and behaviors tracked through martech platforms.
    • Track cohort performance across email and other channels to understand how integrated campaigns affect customer progression through sales funnels.

    Marketing Technology News: MarTech Interview with Liat Barer, Chief Product Officer @ Odeeo

    Streamlining Marketing Processes Through Intelligent Automation

    The strategic connection between martech and email marketing unlocks powerful automation capabilities that eliminate repetitive tasks while ensuring timely, relevant communications throughout every stage of the customer journey.

    • Implement conditional logic workflows that adapt email content based on recipient behaviors tracked through martech platforms and customer data platforms.
    • Create trigger-based email sequences activated by specific customer actions identified through integrated martech tools tracking website engagement patterns.
    • Develop automated lead scoring systems that prioritize prospects based on email engagement metrics combined with behavioral data from other channels.
    • Configure real-time data synchronization between martech solutions and email marketing platforms to ensure messaging reflects current customer statuses.
    • Build automated testing protocols that systematically evaluate different messaging approaches based on comprehensive customer profile information.

    Personalization at Scale Through Technology Integration

    Integrating martech and email marketing enables unprecedented personalization capabilities that transform generic communications into highly relevant messages tailored to individual preferences, behaviors, and needs.

    • Implement dynamic content blocks within email templates that automatically adjust based on recipient data stored in connected martech platforms.
    • Develop sophisticated segmentation strategies combining email engagement metrics with behavioral data collected through integrated martech solutions and analytics platforms.
    • Establish location-based messaging capabilities that reference nearby stores or events relevant to recipient geography through geolocation data integration.
    • Configure adaptive sending time algorithms that deliver emails when individual recipients are most likely to engage based on historical interaction data.
    • Design progressive profiling workflows that gradually collect additional customer information through coordinated martech and email marketing touchpoints.

    Testing, Optimization and Continuous Improvement

    The integration of martech and email marketing creates robust frameworks for systematic experimentation that drives continuous performance improvements based on empirical evidence rather than assumptions or isolated channel metrics.

    • Implement coordinated A/B testing programs that evaluate messaging effectiveness across both email campaigns and other digital touchpoints managed through martech platforms.
    • Establish multivariate testing protocols examining how different combinations of email elements and landing page experiences affect overall conversion rates.
    • Develop longitudinal testing strategies that examine how sequential messaging impacts customer behavior over extended timeframes across multiple channels.
    • Create segmentation testing frameworks that identify optimal audience definitions by comparing performance across different customer groupings and targeting approaches.
    • Configure automated optimization workflows that adjust campaign parameters based on real-time performance data from integrated analytics systems.
    • Implement machine learning algorithms that continuously refine personalization strategies based on evolving customer behavior patterns across channels.

    Final Words

    The strategic integration of martech and email marketing systems establishes the foundation for marketing excellence in the digital age. Enterprises that successfully connect these components create seamless information flows, aligned metrics, and personalized customer experiences that drive superior business results.

    As artificial intelligence and machine learning capabilities continue advancing, businesses with integrated marketing ecosystems gain competitive advantages through predictive analytics and automated optimization.

    Marketing Technology News: Optimizing Content For Search With Modern AI-Powered MarTech

  • Walmart Deploys AI-Powered Task Management and Translation Tools for Associates

    Walmart Deploys AI-Powered Task Management and Translation Tools for Associates

    Walmart is in the process of deploying AI-powered tools to meet key store associate requirements, including a task management solution that has reduced shift planning times from 90 to 30 minutes. Available through the Walmart associate app, new features include translation in 44 languages to facilitate multi-lingual conversations among associates and customers.

    Additionally, a major platform upgrade slated for the coming months expands capabilities for Walmart’s conversational AI, which handles 3 million queries daily from 900,000 weekly users. In addition to answering basic questions such as “What’s my schedule for tomorrow?”, the enhanced tool will be able to turn lengthy process guides into step-by-step instructions, giving associates support as they pose more complex queries, such as “How can I process a return without a receipt?”

    “AI is a key enabler in improving how we work, and we believe its full potential is unlocked only when paired with the strengths of our people,” said Greg Cathey, SVP, Transformation and Innovation at Walmart in a statement. “When you put intuitive, accessible technology into the hands of millions of associates, the impact isn’t incremental — it’s transformational.”

    For more information about associate-facing generative AI deployments, read our Tech Guide.

    Growth of Customer-Facing AI Fueling Associate Apps

    The expansion of AI-powered tools for associates is a natural outgrowth of the technology’s growing acceptance by consumers. Walmart itself introduced “Sparky,” a gen-AI powered customer-facing assistant, earlier this month.

    In June 2024, Target launched a gen AI-powered tool for associates chainwide. Lowe’s has deployed an AI-powered chatbot on the handheld Zebra devices used by its associates, and earlier this month, Starbucks introduce the AI-powered Green Dot Assist tool in 35 stores, with plans to expand to additional U.S. and Canada locations later this year.

    AR and RFID Streamline Apparel Retailing

    Even though AI is a critical piece in Walmart’s roadmap as it competes with Amazon, it’s not the only technology the retail giant is deploying. Walmart is rolling out a smart pairing of RFID technology with its VizPick AR tool, which has helped associates find merchandise to stock on the sales floor since 2021.

    The new tool, which is currently being tested in select stores, enables associates to quickly scan racks, with the AR tool visually guiding them directly to the apparel items that need to be moved to the sales floor, enabling a faster, more precise workflow. Walmart plans to expand the tech to additional stores in the future.

    All of Walmart’s AI tools are powered by its Element proprietary machine learning platform, which enables Walmart to deploy AI rapidly and at scale and prioritizes the retailer’s guiding principles, including data governance and security.

  • Listen Now: From Family Roots to Future Growth — Inside Bealls’ Century-Long Retail Journey

    Listen Now: From Family Roots to Future Growth — Inside Bealls’ Century-Long Retail Journey

    It’s rare for a retailer, or any business for that matter, to last for 100 years, which is what makes Bealls such a standout — the Florida-based off-price chain is celebrating its 110th anniversary this year. Not only that, but the company remains family owned and operated to this day, with CEO Matt Beall representing the fourth generation to lead the retailer.

    There are many factors that have led to Bealls’ enduring success, but perhaps the most important is the company’s people-first culture, which applies to both its customers and its employees.

    “We understand that the consumer is the power behind retail, and so we make guest engagement our number one priority,” said Bealls President and 30-year company veteran Tianne Doyle in this week’s episode of Retail Remix. “No matter how big we get as a company, we still operate our stores and engage our guests the way you would be treated if you walked into a family store, as if one of the Bealls was still the cashier behind the register. I think it really makes us different from our competitors, and it’s given us staying power. People who are loyal to Bealls and shop Bealls, love Bealls.”

    > Listen to the episode now

    Culture may be the foundation of Bealls’ longevity, but there’s much more to it than that, so in this episode Tianne takes us behind the scenes to explore:

    • How the company’s bankruptcy during the Great Depression created an enduring commitment to financial rigor that has shaped Bealls’ strategy for decades;
    • How Bealls empowers its local teams and celebrates community through store design and outreach;
    • How the company continues to evolve in a rapidly changing market with initiatives like its new ambassador program featuring loyalty members; and
    • How Bealls plans to continue on for the next century, including new formats, store expansion and digital strategy.

    Tune in to this episode for a feel-good retail story with plenty of insights that you just might be able to turn into a 100-year strategy for your own company!

  • Make Your Store Influencer-Ready: Design Choices that Drive Foot Traffic and Social Engagement

    Make Your Store Influencer-Ready: Design Choices that Drive Foot Traffic and Social Engagement

    The power of social media influencers is impossible to ignore in today’s digital age, with over half of Gen Z using TikTok as their go-to search engine and main source for shopping inspiration, largely because of the visual format of its results. This presents a major opportunity for retailers. When your space is visually compelling and photo-ready, these consumers become your most powerful marketing tool, often promoting your store organically and at no cost to you.

    But it takes more than great products to draw them in. To capture the attention of influencers and everyday shoppers alike, your store needs to look the part. By thoughtfully using color, texture and lighting, you can transform any retail environment into a scroll-stopping destination that invites customers to engage, snap and share.

    Here are some key design elements to consider when curating a picture-perfect environment that reflects your store’s personality and captures consumers’ attention.

    Choose Color with Purpose

    Color is one of the most powerful tools in a retail setting, as it has the power to influence how customers feel and behave in a space. Rather than choosing shades based solely on trends or personal preference, use color psychology to guide your palette and align it with your brand’s identity:

    • Cool tones (blues, greens): Calm, refreshing and clean — ideal for wellness or boutique spaces.
    • Warm tones (reds, oranges, yellows): Energetic and bold — great for lively, high-traffic retail.
    • Neutrals (beige, gray, white): Sophisticated and soothing — offer balance and let products or accent elements pop.
    • Pastels and pinks: Friendly, nurturing and especially effective with feminine-focused brands.

    Start with what you want your customers to feel when they walk in. Then design a cohesive palette across walls, fixtures and accents that brings that feeling to life.

    Create a Scroll-Stopping Accent Wall

    A well-designed accent wall is one of the most effective ways to grab attention, make a bold statement about your brand personality and offer a backdrop for influencer and customer photos. This wall should stand out with a bold color or texture — something that creates visual contrast and draws the eye. Whether through paint, paneling or patterned finishes, the goal is to make the wall pop without feeling out of place.

    To keep the look cohesive, tie the wall’s color or material into other elements throughout your space, such as upholstery, product packaging, shelving or signage, creating a unified and intentional design.

    To maximize photo appeal, layer in interactive and eye-catching features. Mirrors with branded quotes, neon signage or dimensional lettering can double as both décor and shareable content. Floating shelves offer space to spotlight curated products, while surrounding the wall with soft textiles, greenery or sculptural props like swing chairs or vintage-style accents can add personality and depth. Rotating seasonal décor or themed installations keep the space fresh and encourage repeat visits. When thoughtfully executed, you can transform your accent wall into a centerpiece that engages customers and inspires them to share.

    Play with Texture and Pattern

    Texture and pattern are powerful tools for adding dimension and visual appeal to your store, both in person and on camera. Textured finishes, like limewash, comb or swirl patterns, add depth by catching light and shadow. For a more rustic or handcrafted feel, techniques like knockdown or slap brush can bring a tactile quality to your space, while paneling — whether smooth or raised — adds dimension and visual rhythm. These wall treatments can define areas, highlight key products and draw attention to specific sections of your store.

    Patterns are a great way to inject energy and personality into your design. Bold geometric shapes, stripes or custom wallpaper prints can turn your walls into a focal point. By thoughtfully combining textures and patterns on your walls, you create a dynamic, branded environment that inspires customers to take photos and share their experience.

    Don’t Underestimate the Power of Lighting

    Lighting has a significant impact on how your store’s paint colors appear and how customers engage with your space. Natural light shifts throughout the day, which can make colors look different depending on the time. Intense sunlight may make darker shades appear brighter, while cooler light can dull lighter tones.

    It’s important to consider how lighting will affect your products’ appearance, so be sure to test your paint color at various times of day to see how it changes with natural light. Additionally, the placement of your accent wall is key — consider where your windows are, as direct sunlight can either enhance or overwhelm your design.

    Artificial lighting also plays a key role — bulbs with a high Color Rendering Index (CRI) enhance the accuracy of colors, while cooler bulbs may wash out hues. Layered lighting options like overhead stage lights, neon signs and table lamps add depth and create a unique atmosphere. They can highlight specific areas or products, creating focal points perfect for photos. Thoughtfully placed lighting, especially around accent walls or selfie stations, can make your space even more shareable, driving both in-store engagement and online buzz.

    Creating a retail space that thoughtfully incorporates color, texture and lighting to craft a unique yet cohesive environment will greatly benefit your business in today’s digitally driven world. Strategic design elements not only help establish a visual destination that reflects your brand’s personality and resonates with consumers, but also enhance your store’s photo appeal, foster organic social media buzz and ultimately increase foot traffic — turning your store into a powerful marketing tool.

    Gregory Pittman is the Director of Commercial Painting Services at Five Star Painting, a Neighborly company and a leading residential and commercial painting franchise. In his role, he oversees the delivery of high-quality, efficient and safe industrial painting services tailored to meet each business’ unique needs. Before stepping into this position, Pittman owned and operated multiple Five Star Painting locations in the Oklahoma City area, where he provided professional painting services to local families and businesses. Outside of work, he is passionate about community service, often organizing and serving on nonprofit boards and taking on leadership roles in service-focused initiatives.

  • Optimizing Content For Search With Modern AI-Powered MarTech

    Optimizing Content For Search With Modern AI-Powered MarTech

    Content optimization for search has evolved beyond simple keyword stuffing. Modern martech solutions offer sophisticated analysis capabilities that can:

    • Identify content gaps across your digital ecosystem
    • Suggest strategic keyword opportunities based on market data
    • Automate content updates to improve search visibility
    • Monitor competitor rankings and content strategies in real-time

    The question isn’t whether to use AI-powered martech for search optimization, but rather which tools will deliver the best results for your specific needs.

    AI-Driven Content Creation Tools in Modern MarTech

    Effective search optimization is fundamentally rooted in the creation of quality content. Contemporary martech platforms now include generative AI features that assist marketers in creating compelling, SEO-optimized content in large volumes. These solutions do not substitute for human creativity; rather, they enhance it through data-driven insights and the automation of routine tasks.

    Martech platforms utilizing AI for content creation provide various benefits for enhancing search optimization. Content produced with AI support usually needs human editing to align with brand voice and include essential keywords. The best martech solutions enable collaborative workflows that allow marketing teams to easily review, adjust, and authorize AI suggestions prior to publication.

    How to Build Robust Data Systems for MarTech Success?

    Marketing success cannot be achieved by AI alone. The core of any martech stack powered by AI is high-quality data and the methods of its collection, cleansing, and integration across various systems. Inadequate data infrastructure will lead even the most advanced martech tools to underachieve.

    This situation has resulted in the increasing significance of composable stacks and data warehouses that consolidate customer data across various channels. Numerous businesses face challenges due to disjointed data sources, hindering their ability to utilize their martech investments efficiently.

    Creating a consolidated data strategy requires careful planning and implementation of systems that can:

    • Integrate data from multiple marketing channels and customer touchpoints
    • Standardize information formats to ensure consistency
    • Implement proper governance to maintain data quality
    • Enable real-time access to insights for content optimization decisions

    Marketing Technology News: MarTech Interview with Kurt Donnell, CEO @ Freestar

    How to Enhance Content Quality and Relevance with AI?

    Producing valuable, pertinent content is the foundation of effective SEO. Martech tools driven by AI help in this effort by delivering actionable insights regarding content organization, readability, and factual correctness. They guarantee that content ranks effectively while also connecting with the intended audience, fostering authority and trust.

    Key aspects where AI elevates content quality include:

    • Readability Scoring:

    AI assesses content for readability using various metrics, suggesting improvements for sentence structure, vocabulary, and overall clarity.

    • Content Gap Analysis:

    AI identifies areas where existing content falls short compared to top-ranking pages, highlighting opportunities for richer, more comprehensive material.

    • Plagiarism and Originality Checks:

    Advanced AI tools can swiftly identify instances of unintentional plagiarism, ensuring content uniqueness and maintaining ethical standards.

    How to Measure Content Performance With Advanced MarTech Analytics?

    Content optimization requires continuous measurement and refinement. Modern martech solutions provide comprehensive analytics capabilities that go far beyond basic traffic metrics to deliver actionable insights about content performance.

    Analytics capabilities in today’s martech platforms typically include:

    • Multi-channel attribution modeling to understand content impact across touchpoints
    • Content engagement scoring based on user interaction patterns
    • Predictive analytics to identify optimization opportunities
    • Competitive benchmarking for search performance
    • Real-time performance dashboards with customizable metrics

    The most effective martech analytics solutions integrate data from multiple sources to provide a holistic view of content performance. This integration enables marketers to make data-driven decisions about content optimization strategies.

    How to Build Your MarTech Stack for Content Optimization?

    Constructing an effective martech stack for content optimization requires balancing integrated platforms with specialized tools. The ecosystem has evolved to include both embedded AI within existing platforms and new AI-native solutions focused on specific optimization tasks.

    When evaluating martech options for content optimization, consider these factors:

    • Integration capabilities with your existing technology ecosystem
    • Scalability to handle growing content volume and complexity
    • User-friendliness for marketing team adoption
    • Data management and privacy compliance features
    • Customization options to match your specific workflows

    Keep in mind that the perfect martech stack differs depending on the needs of the organization, the current infrastructure, and the skills of the team. Consistent assessment of your martech stack guarantees it maintains peak performance as both technology and search algorithms progress.

    The Future of Content Optimization: AI Agents in MarTech

    In the future, the martech environment keeps progressing with more advanced AI functionalities. Soon, AI agents will play an active role in customer experiences. This encompasses third-party agents, customer-side bots, and real-time personalization on an unmatched scale.

    Several emerging trends are shaping the future of content optimization through martech:

    • Autonomous content updates based on performance data and market changes
    • Predictive content creation that anticipates user needs before they’re expressed
    • Voice search optimization integrated into content development workflows
    • Multimodal content optimization across text, image, video, and audio formats

    Despite these technological advances, human marketers remain the differentiators in effective content strategies.

    Final Words

    The incorporation of AI into martech is more than just a trend; it signifies a major change in the way companies handle digital marketing. As AI progresses, its skills in content optimization will become increasingly advanced, providing unmatched possibilities for expansion. Adopting these technologies is essential for staying competitive in the constantly evolving digital environment.

    Marketing Technology News: Relevancy Engines: The New Core of MarTech in the AI Age

  • Taskrabbit Debuts Customized Partner Pages for Streamlined Service Bookings

    Taskrabbit Debuts Customized Partner Pages for Streamlined Service Bookings

    Taskrabbit has introduced Taskrabbit Partner Pages — custom landing pages that enable retailers to offer Taskrabbit services as a value-add for their customers — aimed at helping eliminate customer objections related to assembly or installation. The co-branded pages are built to be configurable, offering services tailored to the customer’s needs around their purchase.

    The U.S. launch of the service includes Windmill, Tushy, Uplift Desk and Arcade1Up, joining Danetti and Millie & Jones in the UK. Customers can schedule services at a fixed price with automated matching to a qualified “Tasker,” with no price negotiation or added fees. Taskers can choose which partners they will work with via the Tasker app.

    In February 2025 Ikea fortified its partnership with Taskrabbit for furniture assembly services. Building on the success of this longstanding relationship, Taskrabbit is targeting a broader ecosystem of retailers and manufacturers with expanded partner offerings.

    “With our new Taskrabbit Partner Pages, we’re giving retailers a powerful new way to drive conversion, reduce post-purchase friction and ultimately grow customer brand loyalty,” said Ania Smith, CEO of Taskrabbit in a statement. “This is just the beginning for our B2B solutions — the Partner Page Program is the first in a suite of offerings we’re building to help our partners deliver long-term added value to their customers, starting at the point of purchase.”

    Taskrabbit introduced this offering based on conversations with partners, noting that they were more willing to introduce Taskrabbit services to their shopper journey if a tailored experience and fixed pricing were available. Based on initial data from partners that have implemented the pages, the result is increased sales and as many as 3X more customers taking advantage of the Taskrabbit services.

  • Hibbett Launches Kid-Focused Ecommerce Platform

    Hibbett Launches Kid-Focused Ecommerce Platform

    Just in time for the start of back-to-school shopping, athletic fashion and footwear retailer Hibbett has launched the Hibbett Kids ecommerce website and app. Both the site and the app have been designed for busy shoppers, with product search filters including new arrivals, gender, size, color, brand, price, clothing or shoe type and what’s trending.

    “We’re expanding our digital footprint to better serve today’s busy families and offering a more convenient, seamless, curated shopping experience, from the nursery years through the teen stage,” said Bill Quinn, CIO of Hibbett in a statement. “We’ve built a thriving and successful kids business and in our next phase with Hibbett Kids, we will continue to engage with parents and caregivers in a more personalized way.”

    Hibbett Kids will feature top kids’ footwear brands including Nike, Jordan, New Balance, Adidas and Crocs, as well as fashion apparel brands such as Baseball Lifestyle 101, Pro Standard, Streetz is Watchin’ and Reason.

    JD Sports Fashion purchased Hibbett for approximately $1.1 billion in April 2024, and in June 2024 Hibbett partnered with Walmart GoLocal to facilitate same- and next-day deliveries from its stores.

  • Merchants Are Losing Billions to Failed Payments. Here’s How to Fix It.

    Merchants Are Losing Billions to Failed Payments. Here’s How to Fix It.

    Every year, failed payments cost merchants an estimated $118.5 billion globally. That’s not just a number – it’s abandoned shopping carts and frustrated customers who may never return. In some sectors, the damage is even worse. Ecommerce businesses, for example, experience false decline rates as high as 10%, meaning that legitimate transactions are mistakenly rejected, costing merchants $443 billion annually in lost sales.

    The complexity of today’s payments ecosystem — multiple acquirers, regional payment preferences, evolving fraud threats — has made it harder than ever for merchants to ensure transactions are completed successfully.

    Yet while merchants have more payment options than ever before, many still struggle with inefficiencies that hurt their bottom line. Cross-border transactions, which are projected to reach $250 trillion by 2027, face particularly high rejection rates due to incorrect routing, security checks and local regulatory requirements. At the same time, real-time payments and alternative payment methods are rising in popularity, but many merchants lack the infrastructure to integrate them effectively.

    The reality is that traditional payment processing methods are no longer enough. To succeed in this rapidly evolving landscape, merchants need a smarter approach to payments orchestration – one that optimizes routing, prevents unnecessary rejections and ensures that customers can pay the way they want without friction.

    The Cost of Payment Complexity

    Many merchants don’t realize just how much revenue they are losing due to poor payment routing. Consider a global online retailer that sells in both North America and Europe. In the U.S., credit card payments dominate, but in Germany, nearly 50% of consumers prefer bank transfers or Buy Now, Pay Later (BNPL) options. Without an intelligent orchestration layer, the retailer might struggle to support these preferences efficiently, leading to unnecessary declines or higher transaction fees from suboptimal routing.

    Another challenge is acquirer dependence. If a merchant relies too heavily on a single acquirer or payment processor, any outage or technical issue can result in widespread transaction failures. During Black Friday 2023, one major payment processor experienced downtime, preventing thousands of merchants from processing transactions during the year’s biggest shopping event. The lack of redundancy in their payment setup resulted in millions of dollars in lost sales.

    False declines — when legitimate transactions are rejected due to outdated fraud rules — are another hidden drain on revenue. A 2023 study found that nearly 42% of consumers who experience a false decline abandon their purchase entirely. In the luxury goods industry, where average transaction values are high, even a small percentage of false declines can result in substantial losses.

    A multi-acquirer strategy can help merchants bring down the cost of payment management and optimize their authorization rates by providing more pathways for transaction approval and more flexibility with payment routing.

    How Payments Orchestration Helps

    Payments orchestration allows merchants to intelligently manage transactions in a way that maximizes success rates while reducing costs. Rather than sending every transaction through a static, pre-determined path, orchestration systems apply rules-based routing to ensure each payment is processed in the most efficient way possible.

    For example, a European travel booking platform struggled with high cross-border rejection rates, as U.S. card issuers frequently declined payments for foreign transactions. By implementing payments orchestration, the company was able to route transactions through local acquirers, increasing authorization rates by 25% and significantly reducing customer complaints.

    Orchestration also helps merchants respond dynamically to payment processor outages. If a primary acquirer goes offline, an orchestration system can automatically reroute transactions through a secondary provider, ensuring business continuity. This kind of built-in redundancy is crucial during high-traffic periods like Cyber Monday or major ticket sales for concerts and events.

    Another key benefit is regional optimization. In Asia, where mobile wallets like Alipay and WeChat Pay dominate, merchants that rely solely on card payments lose out on a massive consumer base. Payments orchestration enables businesses to seamlessly integrate and optimize these regional preferences, increasing conversion rates and improving customer satisfaction.

    Future-Proofing Merchant Payments

    The payments landscape is evolving at an unprecedented pace. In the U.S., real-time payments are expected to reach $4.2 trillion by 2024, while the global adoption of BNPL is projected to grow at a CAGR of 22.4% over the next five years. Merchants that fail to keep up with these trends risk losing market share to more agile competitors.

    Take the example of the gaming industry, where payment preferences vary widely. In the U.S., most consumers use credit cards, but in Japan, more than 70% of online gaming transactions are processed through prepaid cards or direct carrier billing. A gaming company that lacks an intelligent payments orchestration system may see lower conversion rates in key international markets simply because it hasn’t optimized payment acceptance for local preferences.

    Another area where orchestration is becoming essential is fraud prevention. While merchants want to minimize fraud, they can’t afford to reject too many legitimate transactions. AI-powered fraud detection tools integrated into an orchestration system can strike a better balance, reducing chargebacks while ensuring that genuine customers are not blocked unnecessarily.

    For merchants, payments orchestration isn’t just about improving efficiency – it’s about maximizing revenue, reducing friction and future-proofing their business in an increasingly complex digital economy. In a world where failed payments can cost billions, merchants that embrace a smarter, more flexible approach to payments will have a distinct competitive advantage.

    Erich Litch is General Manager of Payment Software for Merchants and Banking at ACI Worldwide, driving the company’s leadership in payments orchestration for banks and merchants. Litch joined ACI in 2024 as Head of Merchant Solutions. He has more than 20 years of experience in executive and senior leadership roles at SaaS and licensed-based financial technology businesses. At Fiserv, CheckFree, and Corillian, he held various senior leadership roles, driving the sale and delivery of enterprise financial software and payments solutions to large global financial institutions. More recently, Litch served as President and COO of 2Checkout, an online payment processing and subscription management company acquired by Verifone.

  • MarTech Interview with Liat Barer, Chief Product Officer @ Odeeo

    MarTech Interview with Liat Barer, Chief Product Officer @ Odeeo

    !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?’http’:’https’;if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+’://platform.twitter.com/widgets.js’;fjs.parentNode.insertBefore(js,fjs);}}(document, ‘script’, ‘twitter-wjs’);

    Liat Barer, Chief Product Officer at Odeeo chats about the state of today’s in-game advertising ecosystem and how brands can more effectively extend their reach using this channel in this MarTech Series interview:

    ________

     

    Hi Liat, briefly take us through Odeeo’s new Game Emotions feature?

    Game E-motions is the latest innovation on Odeeo’s product, harnessing our gaming experience and adapting it to how advertisers want to reach audiences today. This feature is a new approach to curating audiences based on real-time in-game moments and their impact on players’ reactions.

    By identifying real-time moments within the games and understanding the emotions behind them, brands can reach people in the most immersive emotional environment possible. With this new product we offer advertisers to easily target audiences based on specific in-game events that can either match the ‘state of mind’ they want their users to be in, or connect their brand into a relevant contextual game event.

    For example if a brand wants to connect with players while they’re in a positive mind-state, they can deliver an ad after a user has achieved a new personal high score or beaten an opponent in a one-on-one game. Another use case can be a sports brand that can connect with users exactly as a point in the runner-game that they got a booster to run 3-times faster.
    This can also be a great opportunity for brands to diversify their creatives and match them to the right user and right moment.

    How would you define today’s state of in-game advertising?

    It is becoming much clearer that in-game advertising is changing. Users are tired of games that are built only on ads and where their experience is more ads than game time. At the same time, it is much harder for game developers to monetize their apps and be profitable and this delicate balance is shifting the industry to innovate to find the best paths.

    We can see that in the shift from hyper casual games to more hybrid models, and also of course in in-game advertising. With the understanding that user experience and retention is crucial, there is also a much better embrace of in-game advertising solutions that seamlessly combine ads within the game play – whether it is via Audio ads, Intrinsic billboards or other native formats – in-game is no longer “the new kid in the block”, it is a must-have solution for games.

    Can you throw light on some leading B2B and B2C brands that have gotten their in-game advertising protocols set right? Takeaways from these?

    We’ve seen great adoption of in-game advertising from a whole variety of leading brands. The UK Government, for example, has embraced in-game as a key channel for getting its messages out to constituents. At the top of the funnel, QSR brands like McDonald’s and Costa Coffee have been big adopters of in-game audio. Hyundai also leveraged in-game for a drive-to-dealership campaign that yielded measurable outcomes. Generally speaking, in-game has been widely adopted around video and display, and now audio is experiencing that as well.

    What are some of the challenges of marketers and advertisers when it comes to driving impact with in-game advertising?

    First and foremost – audience and curation. In today’s world, where games are probably the biggest and most growing form of entertainment, everyone is a gamer. On one hand, gaming is an incredible ground for marketers to reach basically everyone, but on the other hand, it poses a big challenge in curation and real understanding of which game is the most relevant or how to target the right users within these games. Games, and especially mobile casual games, are unusually not built on user registrations and collection of data, as they rightfully want to keep their experience easy and fast for the users, but that poses a lot of challenges for brands who are used to knowing a lot about the users from other channels. Cracking the world of curation in games and the ability to target based on information that is beyond the standard age and gender, will be the next game-changer in gaming.

    Another challenge I see, and is especially relevant to casual games, is the fact that creatives are sometimes not fitting to the game environments. In Audio for example, marketers are very much used to 30-second long adverts that are very-radio oriented, but are not the best fit for a fast-paced game. Transforming to short-form audio ads, in multi versions that fit different games and moments, will allow advertisers to reach their gamer audience with much better engagement.

    Marketing Technology News: MarTech Interview with Kurt Donnell, CEO @ Freestar

    Some thoughts on how AI is impacting this game?

    There is no doubt that AI will (or maybe already has) reshape the way we advertise and consume our ads. The launch of Game E-motions, in our vision, is actually the base for a better usage of AI in advertising. The way I see this product shaping, is that by using AI we will be able to create a user-custom experience, where the brand is literally talking to the user in different messages at different times. Handling such a complex creative process will not be feasible without the usage of AI tools that today are equipped to allow for hundreds if not thousands of different audio creative versions for each campaign or brand offering.

    This is just one example, but AI will obviously continue to redesign the ad-tech industry in the very near future.

    Five trends that will dominate the in-game advertising game in the near-future?

    1. AI generated creative and DCO
    2. Fewer game interruptive ads and more in-game solutions
    3. A stronger combination of ad and in-game payment monetization flows
    4. Audience curation that is not user-based, but based on contextual moments, feelings and state of mind
    5. A more significant portion of brand budgets will be invested in games rather than seeing only the standard app and performance advertising within other games.

    Marketing Technology News: Relevancy Engines: The New Core of MarTech in the AI Age

    About Odeeo

    Odeeo provides a user-centric audio-based monetization for game developers and an untapped, brand-safe environment for advertisers using the world’s most advanced in-game audio advertising technologies.

    About Liat Barer

    Liat Barer is Chief Product Officer @ Odeeo

    !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=/^http:/.test(d.location)?’http’:’https’;if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+’://platform.twitter.com/widgets.js’;fjs.parentNode.insertBefore(js,fjs);}}(document, ‘script’, ‘twitter-wjs’);
  • Personalization Paradox: Too many large businesses are still failing to adopt personalized loyalty and promotions despite evident focus on profitability

    Personalization Paradox: Too many large businesses are still failing to adopt personalized loyalty and promotions despite evident focus on profitability

    • Only 56% of those surveyed say their organization currently runs personalized promotions or discounts
    • Almost one in four (22%) say their organization has no plans to personalize promotions or discounts
    • The majority are planning to increase their focus on the profitability of promotions and/or loyalty programs in the next 12 months

    June 23, 2025 — Far too many brands are still failing to implement a personalized loyalty program when it comes to promotions and loyalty, stuck in a vicious circle of blanket discounting, poor data, and squeezed margins, at a time when profitability is under scrutiny.

    That’s according to new research carried out by Harvard Business Review and sponsored by Talon.One, the leading incentives platform. The study of 420 respondents at organizations with promotions strategies found that only 56% of those surveyed say their organization currently runs personalized promotions or discounts, as opposed to mass discounting for example.

    There remains a stubborn cohort of almost one in four (22%) at businesses who have no plans to personalize promotions or discounts, while 17% say they don’t personalize offers but plan to start doing this soon.

    The perks of a personalized loyalty program with integrated incentives

    Yet, among those at organizations that do personalize discounts, 94% say they are reaping rewards: 62% say they’ve seen increased sales as a result, while nearly half (47%) say it’s increased customer loyalty, and 44% say it has delivered a better customer experience.

    These benefits could be multiplied when promotions and loyalty strategies are integrated, which in turn helps brands to unlock personalization. Respondents at businesses that have already partially or completely integrated their promotions and loyalty strategies report improved customer loyalty (60%), increased sales revenue (58%), better customer experience (56%), improved data capture opportunities (41%), and increased ROI of marketing efforts (40%).

    This comes as brands focus increasingly on profitability amid a challenging economic environment. In the next 12 months, 65% are planning to increase their focus on the profitability of promotions and discounting, and 66% are planning to increase their focus on the profitability of customer loyalty programs (among those who currently have a loyalty program).

    The personalization paradox

    Despite clear evidence that a personalized loyalty program drives value for businesses and for customers, many businesses have yet to recognize this. When respondents at organizations that don’t currently offer personalized promotions were asked what prevents them from personalizing offers or discounts, 25% cite unclear business value/Return on Investment (ROI) as a reason for not investing in personalization, and 28% say other business initiatives take priority.

    Christoph Gerber, CEO at Talon.One, commented: “This data highlights what we call the Personalization Paradox. Until businesses invest in personalizing promotions and can see the ROI directly, they won’t grasp the business benefits and will be reluctant to push it up the list of strategic priorities. This means that today, too many brands still rely purely on blanket discounting – which eats into their margins and holds them back from improving customer engagement and loyalty.”

    “But, if mass discounting offers a vicious circle, integrated and personalized incentives programs represent a virtuous one – with more data, personalization, and added value for businesses and their customers, growing both margins and loyalty as a result. Unlocking this virtuous circle might require resource and tech investment, but it’s important that brands hold their nerve and make smart strategic changes that will give them competitive advantage.”

    Oliver Page, principal at Deloitte Consulting LLP, who contributed to the report, commented: “One of the most critical mistakes we see is that loyalty programs are not in line with the overall company strategy. We see businesses setting these big organizational goals in terms of how they want to drive revenue, or which segments they want to target, and then you look at their loyalty program and the personalization elements within it, and they aren’t tied to those goals. It seems obvious, but we see this strategic disconnect all the time.”

    Click here to read Getting Strategic About Incentives: Building Value Through Promotions and Loyalty Programs

    Methodology

    Harvard Business Review Analytic Services surveyed 420 members of the Harvard Business Review audience via an online survey fielded in March 2025. Respondents qualified to complete the survey if their organization ever offers promotions or discounts and they were familiar with their organization’s decisions about promotional pricing and customer loyalty. Sixty-nine percent are in executive or senior management roles, 22% middle management, and 9% other grades.

    Media Contact

    Talon.One

    [email protected]

    About Talon.One

    Talon.One is the most powerful incentives engine that unifies loyalty, promotions and gamification into one holistic platform.

    Backed by enterprise-grade security and scalability, Talon.One empowers companies to build personalized, profitable promotions and loyalty programs using any data. The world’s most-loved brands, including Adidas, Sephora, and Carlsberg, work with Talon.One to drive deeper engagement and lasting loyalty with their customers.

    Founded in 2015, the company has a global reach with teams in Berlin, London, Boston and Singapore, and over 250 clients across North America, Europe, and APAC. It was recognized in Gartner’s 2025 Market Guide for Loyalty Program Vendors and as a major player in IDC’s 2024 MarketScape report for Loyalty Software Providers.

    https://www.talon.one/

    The post Personalization Paradox: Too many large businesses are still failing to adopt personalized loyalty and promotions despite evident focus on profitability appeared first on The Wise Marketer.