New Executive Team at Cint

By Colette Doyle, Researach Live

UK – Cint has announced details of its new executive team following the completion of the acquisition of Lucid.  

Bridget Bidlack, Chief Product Officer, Cint

Bringing more than 30 years’ experience to the team, the technology and product organisations will now be led by former Lucid executives Rick Pittenger, who has joined as chief technology officer, and Bridget Bidlack (pictured), the new chief product officer.

Pittenger’s internet experience goes back to 1996 and GeoCities. Working at Yahoo, he focused on large-scale enterprise and consumer-facing sites. He later moved on to Proofpoint, where he helped take the company to an IPO. Next, he joined Ooyala for three years as senior vice-president of engineering. Prior to Lucid, he worked at Rocket Fuel, leading the engineering and product organisations.

Meanwhile, Bidlack has held technical and leadership roles at companies such as IBM, Microsoft and Experian, as well as leading product at start-ups including Bluestreak and Movable Ink. At Luicd, Bridget used her adtech and martech skills to lead the product team as it delivered scalable restech tools.

Additionally, former chief commercial officer Jake Wolff is now chief revenue officer and JD Deitch has transitioned from chief operating officer to head up the merger of the two companies as chief integration officer.

Andy Ellis, former chief revenue officer of Lucid, will lead operations as the new chief operating officer and Felicia Winberg will serve as general counsel. Tom Buehlmann, Joakim Andersson and Marie-Louise Howett will continue in their current roles as chief executive, chief financial officer and chief human resources officer, respectively.

Commenting on the new appointments, Cint chief executive Tom Buehlmann said: “Advancements in technology and the acceleration of digital transformation have pushed more businesses to embrace new ways of collecting the insights and information they need to be successful. The combined leadership team further strengthens our ability to offer solutions that make it easier, faster, and more cost-efficient for anyone to access consumer sentiments and opinions.

“Cint and Lucid have long held a similar vision for the future of market research, and combining our talented teams, industry-leading products and the scale of our combined global audiences, we will help to satisfy the industry’s growing demands for high-quality insights for any need. Ultimately, this will allow us to deliver unprecedented value to our customers.”

Originally posted by Colette Doyle,  Research Live on January 21, 2022

Hungry for Marketing Insights? Forget Cookies and Stock Up on First-Party Data

Google’s third-party cookie deprecation delay should by no means indicate that now is the time for marketers to put less emphasis on the migration to first-party cookies and data privacy. In fact, it’s the opposite.

Marketers have a little extra time to double down on efforts to ensure that they’re not only feeling comfortable and ready for the switch to first-party cookie solutions but that they understand how to appropriately leverage the data. Especially since specific and scalable first-party data collection will be the only way to get valuable insight into the opinions and (rapidly) changing behaviors of buyers.

This is a challenge that many have still yet to conquer. But the brands that are actually listening to their audience and incorporating that feedback on a continuous basis are seeing the return.

So how can more brands ensure their data strategy puts them in good favor with clients? It’s time to take a hard look at where and how identity data is sourced to effectively unlock the benefits of first-party data.

Prioritize ethically sourced, first-party data. First, it’s important to understand what is meant by “identity” data. Your data identity is the set of digital elements that verify who you are. These identifiers, which may include sensitive or personally identifiable information, are valuable and in high demand. Although Google has pushed back the timeline to deprecate third-party cookies, marketers must continue executing a privacy-first approach in first-party data collection.

As clients become more cognizant as to how brands are accessing and utilizing their data, marketers must prioritize ethically sourcing this information. Ethically sourced data is collected with consent from the client and can be obtained without relying on third-party cookies. The industry is moving from a passive approach to collecting insights on clients to actively asking clients for permission to do so—whether through online consent forms or other methods.

This data, which can be harnessed via owned platforms by integrating full-scale data management tools, is indispensable when developing marketing plans. Marketers will have the ability to better understand their target audience and be strategic when building out meaningful customer experiences.

Find creative ways to tap into the minds of clients. Clients’ relationships with brands have evolved. Now brands must respond by adjusting their strategies accordingly—meaning they must regularly gather, track, and leverage actionable data intelligence. That’s a lot of data to consider.

It’s helpful to remember, though, that ultimately brands want to fully understand intent. They don’t want to rely on many different data points that place a client in a particular segment or assume their intent. By engaging with clients directly or asking people specific questions, brands no longer have to guess; the data tells them the answer.

This might seem quite obvious, but in reality, many brands do not take the step to directly ask clients and their customers what’s important to them. One brand that’s effective in doing so is Nike.

Nike launched a digital workout series, The Living Room Cup, during the height of COVID-19 to meet the growing demand for in-home exercise. The series sparked a whirlwind of customer engagement and brought clients back into the brand’s ecosystem weekly. More recently, emerging conversations around sustainability in sneaker culture led Nike to expand its sub-brand offerings, like “Nike Considered,” the brand’s line of eco-friendly shoes.

Utilizing alternative methods of listening to clients directly, whether it’s through research, bespoke experiences, or owned platforms, to capture and leverage first-party data helps brands better understand their target clients. Brands that can build a strategy around ethically sourced first-party data to tap into how their customers are feeling—and evolve to anticipate and meet their needs—will thrive in the post-pandemic era.

The industry has long been overdependent on third-party cookies. Now is the time for innovation, to breed creativity and reduce reliance on any one approach. There’s a fresh opportunity to truly tap into the customer—understand them, and reach them, on a whole new level.

Originally posted by Destination CRM on October 8, 2021

Exploring the Concept of DIY Data and the Future of Data as a Service

The pandemic taught us that appropriately tracking, capturing, and analyzing customer data intelligence is paramount. Customer behaviors and attitudes are always shifting, and the businesses that are best positioned to understand, reach, and market toward those shifts are the ones that will succeed in scaling revenue.

With that, data procurement has traditionally been viewed as a managed service. Companies hire and rely on third-party data platforms and consulting services to do the tracking, capturing, and analyzing. But is that still the case?

There is this notion that data is evolving to become much less a managed service. Data is everywhere, and at everyone’s fingertips; it is no longer confined to the walls of a research firm or agency. But what does this evolution mean for companies and the data industry at large?

What is DIY Data?

We are at a fascinating, albeit unsettling, time in which workflow procedures have been forever disrupted, and already scarce budgets and resources feel that much more crunched. This brings us to this new concept of DIY data.

Chances are that your organization today benefits from a CRM system — whether that be a well-known platform like Salesforce or HubSpot, or something more homegrown. The bottom line is: most companies today understand the value behind customer interaction data and are doing whatever they can, by whatever means, to harness it. DIY data, by definition, is the idea that organizations can collect and leverage their own data and analyze it internally to help guide future business decisions.

Today, organizations not only have the data at their fingertips, but also understand that their in-house team is going to be the group of people closest to that data, and therefore the ones in the best position to decipher it correctly. They understand the ins and outs of the data accrued; they have an inkling of what it may mean based on their past project knowledge and projections for future company growth.

Not only that, but implementing in-house data collection and analysis is more cost-effective and time-efficient. Why bucket in additional time for briefings, analysis, and reporting with an outside party if there is bandwidth to do the same in house?

Does this mean market research firms will become obsolete?

Not exactly. They, too, are going through a disruptive period — one in which ResTech, or research technology, is now top of mind. Technology is modernizing traditional market research practices, and by leveraging automation software or other advanced tools to facilitate research, platforms, agencies, and brands are able to target, deliver, and analyze their insights initiatives more quickly.

Businesses can extract specific data to pinpoint shifting sentiments and capture how their target audience demographic is feeling at any given moment, something that has emerged as a critical need in recent months.

Both in-house teams and research partners benefit from embracing new approaches to getting the consumer insights they are after. Flexibility is greater as turnaround times and overall cost of projects improve without sacrificing accuracy and quality. The proliferation of DIY data and transformation of the market research industry is clearing the path for a future with greater access to valuable information for all.

Where does the future of data as a service lie?

Data is more readily available when accessed through software. Therefore, the future of data as a service relies on continued developments in technology — through software’s ability to “DIY” data and make it more readily available at a person’s, any person’s, fingertips.

With data being truly everywhere, change is on the horizon for nearly every industry. And, no matter how businesses ultimately harness and analyze data moving forward, they must remember to view data as their compass.

Originally posted by Advertising Week on September 22, 2021

Using Global Connectivity to Reach Emerging Markets

Authors: Bridget Bidlack, Senior Vice President, Product, Lucid and Jun Clarke, Vice President, APAC, Lucid.

If you’ve been part of a global software company, then you’ve probably been faced with similar challenges as us:  How do you allocate resources to build features for emerging markets without jeopardizing your core markets? 

Product folks love to use frameworks for prioritization, and revenue generation is often in the criteria set.  However, revenue should not be the single input into tradeoff decisions; if it is, your emerging markets will never get off the ground.  With this challenge in mind, we created a working model to ensure Lucid’s Asia Pacific (APAC) team is represented in product prioritization discussions, that the APAC team stays well informed of product updates and launches, and that we have a mechanism to give features in an emerging market a fighting chance. 

We put these processes in place several months ago, and they are more relevant than ever – particularly in an environment where most workplaces are operating with 100% remote employees and priority decisions are more critical to  survival and growth. In case others can learn from us, we’d like to share some of our best practices with you.

Global features

Lucid has a variety of features on our roadmap that are beneficial to all customers – for example, providing more accurate predictability on survey feasibility, applying machine learning to automate project pacing, eliminating fraud in the marketplace, and surfacing actionable insights through our APIs and in our platform UI. While there is global demand for these features, and they will be built to be consumed by all markets, we may introduce the features differently in each market.  When introducing new changes, we take into consideration:

  1. The appetite for customers and partners to adopt the change
  2. The risk to existing workflows and performance
  3. The environmental factors required to make the features successful (such as whether there is enough data in a market to power the feature).

Once we get feedback and traction in a market, we’ll build off that experience to launch the feature in additional markets.  When launching a new feature, we usually follow one of the following approaches: launch a feature in an emerging market that has more appetite for the change, launch the feature in a more mature market where there is more data to support the feature, and sometimes it’s a group of customers across many markets to ensure we have true global product market fit.  

Tip: The key is determining the success criteria for product launch and finding the market with the best fit.

Market-specific features

It’s important to understand the nuances of different markets and the additional requirements for product market fit. For example, if your platform mostly operates in a handful of currencies or languages, you may hit a roadblock in a country or region that operates in a different language or needs to transact in local currency only.  This then becomes a decision of product strategy. 

Is the company committed to launching the product line in a new region? If so, then the tradeoff of spending a couple development cycles to build a feature unique to that region might be the right call. This is the area that becomes most challenging for country and region leaders. If their feature is ranked strictly on revenue for that feature, they will never be prioritized over features needed in mature markets.  

Tip:  The product team must carve out investment for the emerging markets to ensure success in those regions.

Buddy system

One of the biggest challenges with a global company is trying to find meeting times that work for everyone. Lucid is headquartered in New Orleans, Louisiana, USA with the bulk of employees in the Central Time Zone.  Trying to find meetings with key stakeholders from the West Coast and East Coast of the US all the way to India, Australia, Singapore (and more) is challenging. 

We established a buddy system to help with this. Each person in APAC is paired up with a person in a similar role in America. That buddy is their eyes, ears and sometimes mouth in meetings they may have missed. In turn, the US buddy develops a deep understanding of the APAC buddy’s needs and can represent them in meetings or at least flag that someone from the APAC team needs to be brought into the discussion.  

Tip: Buddies form a close connection and raise global awareness across the company.

Scalable meetings

For any standing meetings, if they are important enough, consider repeating the meetings during normal working hours of different time zones. This might mean you are holding the same meeting 2 or 3 times. For meetings that can’t be repeated, always record.  Additionally, setting agendas ahead of time informs all teams about what will be discussed and allows team members to contribute, even if they can’t attend the meeting when held.  Lastly, be sure to distribute meeting notes, key decisions and action items.  

Tip: Hold meetings during business hours as often as you can. For those you can’t, be sure to take good notes and record the meeting. 

We hope these tips will help you at your company.  And we’d love to hear what tips and tricks you use to prioritize resources for emerging markets, what you’ve learned from remote employees, and how you incorporate their feedback into priorities. 

Cheers!

Jun & Bridget 

Originally posted on June 4, 2020 on the Lucid Blog.

Podcast: The Product Mindset

Author: Zach Rodgers

This week on AdExchanger Talks, product veteran Bridget Bidlack tackles big questions: Is ad tech mature? How do creative types tap into programmatic? And is the industry moving fast enough on gender equality?

On the maturity of ad tech, the SVP of product at Lucid says, “The pipes are there. I don’t know that all the business models are there yet. There’s a few areas I think still need to emerge. Definitely around branded campaigns – making sure there is a way to programmatically measure those campaigns – we have some work to do there.”

On creativity: “Most of us have spent our entire careers focusing on images, maybe sprinkled with a little rich media. But those just don’t get consumer attention. And we’ve built entire campaigns, advertising careers, companies around these. I think as video really emerges and the internet gets faster and devices can continue to ingest more ‘heavy’ creative, that’s going to create a real difference.”

On gender equality: “A lot of men get mentored on, how do you run a business? How do you look at a P&L? A lot of women get mentored on communicating, getting along with others, how do you present yourself? I would say, let the women kind of figure that out, and talk to them more about running a business just like you would a man.”

Since 2000, Bidlack has developed ad and marketing technologies for IBM, Bluestreak, Microsoft, Turn, [x+1], Rocket Fuel, Experian and others. Today, at Lucid, she’s trying to bring programmatic-like capabilities to the survey and research industries.

“If you think about programmatic and ad tech, we were not the first industry that had to solve this problem – bringing buyers and suppliers together in a programmatic way,” she says. Finance and travel created similar automated, programmatic-like connections.

Lucid connects a network of 70 million people globally to researchers from academia, marketing and other fields, using the principles of programmatic to solve a different problem.

“What we’ve done is created a platform that has APIs that basically connects the supply and the demand side together,” Bidlack says. “We also have a UI that people can come in directly. And it really opens up the opportunity to ask anyone any question.”

The company is also extending into the programmatic area. Specifically, it scores audiences that are widely sold, but weakly vetted, via ad tech platforms. 

“We’ve had an entire industry focused on one to one advertising and one to one marketing and there’s been no accountability around it,” she says. “Data has been a black box up until now and that’s what we’re trying to open up and give exposure to … What our system does is allows people to validate that those are truly the people they want to reach.” 

Originally posted by AdExchanger Talks on October 18th, 2019

Lucid Announces Bridget Bidlack as New SVP, Product

Lucid, the leading global programmatic platform for buying and selling sample, announced Bridget Bidlack as its new SVP, Product. Bidlack will oversee Lucid’s product team, bringing a wealth of experience in product development and organizational leadership.

In her new role, Bidlack will drive Lucid toward continued growth and innovation in its product suite. She will focus on optimizing Lucid’s existing solutions, while developing new offerings for the company’s global platform.

Lucid CTO, Rick Pittenger, said, “As a strong leader with deep expertise building software-as-a-service products that have advanced digital marketing, AdTech, and MarTech, Bridget brings talent and experience that aligns with our vision for Lucid’s future.”

Bidlack’s experience in scaling and building high-performance teams will be a significant asset to Lucid, as the company continues its substantial growth.

“I’m thrilled to join Lucid,” said Bidlack. “Having spent the bulk of my career building data driven products, I’m excited for the opportunity to deliver quality data that informs not just advertising and marketing initiatives but also corporate strategies.”

The current pace of Lucid’s expansion is expected to continue unlocking new growth opportunities for its customers.

“With Bridget’s experience in product development and organizational design, I’m confident that she will lead Lucid’s product team into the next phase of market research innovation,” said Patrick Comer, Lucid Founder and CEO.

Bidlack has driven product vision, evolution, and innovation for more than 20 years. Prior to joining Lucid, she held leadership roles at companies such as IBM, Microsoft, and Experian.

Press release by Lucid, LLC on August 6, 2019. Featured in Research Live and Daily Research News Online.

Link

Omnichannel Personalization

“Marketers have made progress over the years in sharing data among various teams,” says Bridget Bidlack, SVP of Product at Movable Ink, an email marketing technology company. “The next step is to be able to organize and analyze their data more efficiently so it can be applied to all channels and activated in the key moments of consumer intent.”

Excerpt from Ignition One’s “The Key to True Omnichannel Personalization – Learn how customer intelleignece helps mareketers build lasting cuztomer relationships.” booklet

Originally posted by Ignition One (now part of Zeta Global), February 2019.

Movable Ink Extends Visual Experiences Across Email, Web, and Display

Movable Ink, the visual experience platform provider for digital marketing leaders, today announced at its third annual Think Summit, a major platform expansion that enables the creation of unique and relevant visual experiences across email, web, and display ads. This move into new channels builds upon Movable Ink’s market-proven email marketing solutions that are relied upon by 600+ innovative global brands to drive revenue through enhanced performance, increase marketing team productivity through automation, and differentiate through compelling consumer experiences.

Movable Ink’s SVP of Product, Bridget Bidlack, gives us a look into Movable Ink’s visual experience platform and the enhancements that will help take digital marketers into the visual era.

With the power of Movable Ink, digital marketers can free their data from silos to generate intelligent creative with millions of unique variations based on consumer context and behavior, third-party insights, and business logic. This intelligent creative is automatically generated in real-time to provide consumers with the most consistent, relevant, and on-brand experience at the moment of engagement across email, web, and display.

Demo: Movable Ink’s Visual Experience Platform

By automating the creation of unique visuals for every consumer, Movable Ink removes the creative production bottleneck that has historically prevented marketers from creating personalized images at scale. The Movable Ink platform also ensures campaign creative adheres to brand guidelines and is optimized to maximize performance.

Movable Ink’s intuitive and easy-to-use visual experience platform empowers digital marketers with the following capabilities: 

  • Cross-Channel Visual Experiences: Orchestrate real-time, data-driven experiences that advance the conversation with consistent visuals as consumers move across email, web, and display
  • Progressive Profiles: Build known and unknown consumer profiles from interactions and poll results to continue the story as consumers re-engage across email and web
  • Behavioral Targeting: Leverage consumer profiles to target visual experiences based on past behavior
  • Creative Optimization: Determine the top-performing creative and automatically select the winning visual experience to maximize engagement
  • Reporting and Analytics: Achieve faster time-to-insight with intuitive analytics and dashboards

…..

Extending Intelligent Creative from Email to Web and Display 
Movable Ink pioneered the technology for generating personalized email experiences for every consumer at the moment of open. With Movable Ink, email marketers have been able to automate the production of personalized creative based on any type of data, including CRM (name, loyalty, account history), contextual (location, device, weather) and behavioral (browsing, purchases). Now, for the first time, the power of Movable Ink’s enterprise platform is available for web and display to ensure experiences carry over from channel to channel, giving brands better control over the entire consumer experience.

Movable Ink’s platform complements and amplifies existing martech platforms such as ESPs, marketing clouds, CRM, and more. Instead of requiring brands to rip and replace existing systems, Movable Ink works seamlessly into any tech stack without disrupting current tools and workflows. Movable Ink’s visual experience platform improves the ROI of existing martech solutions by bringing them into the visual era.

Movable Ink Think Summit 2018 Recap

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Originally posted on PRWeb on October 3, 2018

TechCrunch | Movable Ink now lets developers build custom email applets

Author: Ron Miller

Movable Ink has always prided itself on providing marketers with a way to deliver highly customized emails, but today the company decided to take that one step further. It announced an SDK that enables developers to build custom applets to add their own unique information to any email.

Movable Ink Software Developer Kit demo by Michael Nutt, CTO

The company has always seen itself as a platform on which marketers can build these highly customized email marketing campaigns, says Bridget Bidlack SVP of product at Movable Ink .

“We built our business on making it easier for marketers to add intelligent content into any email campaign through a library of hundreds of apps. With our [latest] launch, we’re really opening up our development framework to agencies and system integrators so that they can create those apps on their own,” Bidlack explained.

This means companies are free to create any type of data integration they wish and not simply rely on Movable Ink to supply it for them. Bidlack says that could be anything from the current weather to accurate inventory levels, loyalty point scores and recent purchase activity.

What’s more, Movable Ink doesn’t really care about the source of the data. It could come from the company CRM system, internal database or offer management tool. Bidlack says Movable Ink can incorporate that data into an email regardless of where it’s stored.

This all matters because the company’s whole raison d’etre is about providing a customized email experience for every user. Instead of getting a generic email marketing campaign, you would get something that pulls in details from a variety of sources inside the company to build a custom email aimed directly at the individual recipient.

Company co-founder and CEO Vivek Sharma says that when they launched in 2010, service providers at the time were focused on how many people they could reach and open rate, but nobody was really thinking about the content. His company wanted to fill that gap by focusing specifically on building emails with customized content.

As Sharma said, they didn’t try to take on the email service providers. Instead they wanted to build this intelligent customization layer on top. They have grown increasingly sophisticated with their approach in the last 8 years and count companies like Dunkin’ Donuts, Bloomingdale’s, Comcast and Delta among their 500+ customers. They also have strategic partnerships with companies in the space like Salesforce, Oracle, IBM, Cheetah Digital, Epsilon and many others.

The approach seems to be working. The company has raised a modest $14 million since it launched in 2010, but today it boasts $40 million in annual recurring revenue, according to  Sharma.

Originally posted by TechCrunch on May 29, 2018