Making Tracx

Digital Marketing Leader Amy Inlow Joins Tracx

Posted by Marketing on Apr 21, 2015 10:00:00 AM

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Cross-channel marketing expert and former VP of Experian Marketing Services named CMO of global enterprise Social Media Management Company

New York, NY—April 21, 2015— Tracx Inc., a leading provider of unified social media management technology for enterprises, today announced the appointment of former Experian Marketing executive, Amy Inlow, as chief marketing officer. Ms. Inlow will lead global branding, marketing, and communications, develop scalable go-to-market strategies, and oversee client acquisition and retention marketing as Tracx continues to expand operations to deliver continuous innovation to smart enterprises and brands around the world.  

This strategic announcement comes on the heels of closing Tracx’s $18 Million Series C round, led by Edison Partners.

“We support the digital transformation of more than 350 smart enterprises and brands around the globe who are faster, savvier, and more social, because they need to be. Knowing that marketing executives are more aggressive and cautious than ever, we searched for a leader who not only lived and breathed this delicate balance, but could move at warp speed, mirroring Tracx's rapid growth and expansion,” said Eran Gilad, CEO of Tracx. “Amy’s sheer breadth of technology marketing and analytics expertise, coupled with her passion for our industry, made her the ideal choice to serve as our CMO. We look forward to having Amy bring our story to the marketplace.” 

Amy is a well-rounded - right brain/left brain - marketer with nearly 20 years of strategic marketing and communications experience in the technology industry.  Prior to Tracx, Amy spent several years at Experian Marketing Services where she lead the transformation of the CheetahMail organization and brand, to cross-channel marketing, and finally to the Marketing Suite. While at Experian, she built and oversaw a marketing team and lead generation machine that influenced more than 70 percent of the company’s pipeline, quadrupling the amount of quality, inbound leads through aggressive content marketing, which consistently contributed  better than best-in-class funnel and pipeline contribution metrics. She also established and ran Experian’s Client Advisory Board, which consisted of top marketers from several marquee brands. 

Before Experian, Amy held global marketing leadership roles at Operative and LivePerson. She holds a BA in Communications and English from Boston College.

“The Social Media Management industry is an exciting place to be, evolving rapidly to address the impending reality of ‘connected-everything and everyone,’ with rampant consolidation and IPOs on the horizon,” said Amy Inlow, chief marketing officer of Tracx. “Tracx is at a pivotal point in its history, moving away from focusing solely on technology innovation to embracing a marketing-first approach. I’m honored to join Eran and the Tracx team and look forward to sharing technology innovations, industry benchmarks and engaging marketplace experiences that transform the way we define smart Social Media Management.”

The company's total investment to date is $28 million, including follow-on investments from Flybridge Capital, Mousse Partners, Klingenstein, and Fields & Co. Tracx is using the capital to accelerate sales and marketing, product innovation, customer support and market expansion. The company has tripled the size of its staff while achieving consistent top-line growth year over year, since establishing a US presence in 2012. Fueled by strong tailwinds and cutting-edge technology, Tracx now maintains a blue-chip client base of more than 350 brands worldwide. 

About Tracx

Tracx is the next generation social enterprise platform that empowers brands to manage, monetize, and optimize their business. The technology refines and analyzes masses of data across all social channels, providing deep insights into customer, competitor, and influencer behaviors. It delivers the most relevant, high impact audiences and conversations by capturing a 360-degree view of activity around a brand, product, or ecosystem. With Tracx, companies obtain geographic, demographic, and psychographic insights to identify and target influencers, improve planning, enhance monitoring, and effectively engage consumers. Tracx is headquartered in New York City with offices in Tel Aviv and London. The world's top brands rely on Tracx. www.tracx.com.

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Topics: press release

Q+A: Reinhardt Schuhmann Discusses the Tracx/Ditto Labs Partnership

Posted by Ben Foley on Apr 2, 2015 1:24:28 PM

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In anticipation of Tracx’s joint webinar with Ditto Labs on April 9th, I sat with Reinhardt Schuhmann, Product Manager at Tracx, to discuss his experience with social media, what he sees on the horizon and the benefits that the Tracx/Ditto integration brings to enterprises and agencies.

Can you give us a little background on your experience in the social media industry?

I started working with social media on the agency side in 2010. This was right around the time that interest in mining social data for business intelligence started to take off. I was doing things like running promotions through blogger partners. We had access to a few social data platforms, but a lack of people who wanted to use them. I started digging into the tools, and eventually ended up leading the social analytics team. Tracx was our primary tool, and the Tracx team was really good about keeping an open dialogue with me as a customer to improve the product. Eventually, that led to my current role as Tracx Product Manager, which has given me the opportunity to learn and grow with the industry because I’m constantly problem solving in a space that won’t stand still. 

How have those experiences shaped the way you view social data?

The fact that my experience has at various times included community management, data analysis, and SaaS product management has definitely kept me ever-aware of the massive scale of social media. Of course that’s true on the data side, but it is also true in terms of how many people you can reach, and the frequency at which many people interact with these media types. The scale also manifests itself in the seemingly infinite number of ways you can collect and analyze the data. The Tracx/Ditto partnership is grounded in that. Our companies both work in social data, but do very different things that compliment each other well.     

How have you seen Tracx evolve over your 5 years using the platform?

Because of the fluidity of social media, Tracx is ever-evolving. It’s tricky to know where to even start to answer that question... Our roots are in data, so we’ve been quick to embrace and leverage things like geo-location to add new capabilities. More recently, we’ve made big strides in improving our publishing module and overall user interface. Every way that we’ve grown has been driven by customer need, and I take a lot of pride in that. The Ditto partnership is a good example of that. As images proliferate in social, we became aware of the fact that text-based data analysis was not enough. Ditto helps us expand beyond that with their image recognition.

Where do you see social media going in the future?

Images and other visual media will continue to be more prominent, which is part of a larger trend across the entire web. Social will also drive leaps forward in language analysis. These media are changing the way we communicate – shortening text, shifting word usage on and off line, and blurring the lines among image, text, and sound. That process is generating a huge body of data that can be leveraged to learn more about people, how they communicate, their interests, and what drives them to make decisions. We tend to look at this through a business lens, but it’s relevant for all human behavioral research.  

How did the Tracx/Ditto partnership come about?

Adi (Kleiman, Tracx VP of Product) met David (Rose, Ditto CEO) at the Twitter/GNIP Big Boulder conference in June of 2014. We both spent a long time speaking with him about how a marriage of Ditto’s image recognition and Tracx’s text analysis and end-to-end social management systems could be a big leap forward in enterprise social media solutions. Ditto is an industry leader in their space, which is such a unique and valuable side of social media analytics. We collect images in our platform, but the starting point is always a key word. Ditto is able to determine relevancy from a logo image alone. At Tracx we are constantly developing new products and looking to expand our offerings through partnerships. We get that same vibe from Ditto, and it’s been really exciting to connect and share our learnings, successes, and challenges of the industry.   

What benefits do you see the Tracx/Ditto partnership offering enterprises and agencies?

The main thing is that Tracx and Ditto together can offer a more complete picture of any brand, product, organization, idea, or category in social media. Looking only at images can leave out things like detailed opinions and customer service inquiries. On the other hand, text on its own can fail to include valuable context for actual product usage. Because we’re combining the data collection of Ditto and Tracx, clients will also likely see an uptick in the volume of relevant data in their dashboards. The initial integration also opens the door for us to start sorting data in new ways. Down the line, we’re exploring things like sorting content by image color pallet or using facial expressions as a factor in sentiment analysis. 

What are the actual capabilities of the integration?

The current integration allows Tracx users to bring in data from Ditto’s platform that has been determined to include brand logos that clients have deemed to be of interest. Once this data is in Tracx, we layer on all of the sorting, filtering, and engagement capabilities the platform offers. We also can run Ditto’s algorithm’s across Tracx’s vast social media database to find brand-relevant images that do not have text-based mentions, but do include a logo. For the first time, users can analyze content with relevant mentions and content with relevant images in the same platform.  

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Topics: webinar

Social Media Marketing: Tracx + IBM Digital Data Exchange

Posted by Marketing on Apr 2, 2015 9:52:00 AM

The following is a guest post by Nick Patel, Worldwide Market Segment Manager at IBM.

Social media is a tricky business.  A noisy moving target that is hard to keep pace with. Brands realize that blog posts, newsfeeds, forums and tweets by the millions requires a reliable toolset to filter out useful insights from endless masses of data.  Whether you are part of a small, medium or large business or an individual entrepreneur your customers are using social media. You are a brand manager now! Any delay to a client experience, an influencers’ relevant mention or an attack on a brand’s image will have an enormous financial impact on your business. 

Social analytics is essential to social media strategy.  The data from media, filters, networks, and channels helps optimize social media activity and aligns it with other metrics already in use. Add sentiment analysis and the combined capabilities helps explore and extract qualitative information from all source materials (social networks, blogs, surveys, voice, video, etc.)

Businesses now need to monitor public sentiment about themselves because it can uncover product or service issues that may affect customer buying behaviour. Equally, businesses need to monitor sentiment about their competitors because it can identify opportunities to real or perceived weaknesses. 

By ensuring that initiatives are positioned to take advantage of social analytics to monitor, discover and predict, conversations and interactions will remain important however managing those critical components of information is where you will derive real value for your business. 

For example social media marketers use IBM Digital Data Exchange to help brands analyze leads that influencers have driven to the brand’s respective website.  By being able to see engagements and actions taken on social posts created by influencers (Figure 1), users of Tracx can then begin to tie “ROI” numbers to their influencers and begin to develop a narrative for how these advocates are impacting the brand.

Figure 1 - Tracx Influencers

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As a certified solution partner of IBM Digital Marketing Network (DMN), joint customers of Tracx and IBM DMN can syndicate digital analytics from IBM into Tracx via the IBM real-time API.  The benefits of the API syndication approach for connecting Tracx and IBM Digital Marketing Optimization is that both solutions can operate on the same version of the truth (Figure 2).

  • Inaccuracies of executing dozens of tags on a web page are avoided.
  • The customer experience improves with lighter page loads and faster performance.
  • Fewer tags minimizes tracking cookies.
  • Web developers save themselves the time in managing all those tags separately on their site.

Figure 2 – IBM DDX

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This data can them be surfaced within Tracx's platform (geographic, demographic, and psychographic insights).  Now you can steer the conversation, influence the audience, manage the sentiments about the topic and drive engagement. 

Real-time API syndication is a big step up on the maturity curve for managing and interconnecting digital data. But most importantly, it helps solutions get the job done in the background, so marketers can focus on their passion and engage with their most important audience.

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Topics: IBM

Infographic: Here's Your Definitive Wrap-up of Social Chatter at SXSW. Which events and brands got the most buzz?

Posted by Ben Foley on Mar 30, 2015 10:09:53 AM

The following is an article originally published by Tim Nudd on Adweek.com

Hopefully your South by Southwest hangover has eased, and you're ready for a final run-through of the social numbers from the festival.

Tracx provides just that in the infographic below, exclusive to Adweek, which takes a look at lots of social metrics—the social channels of choice for attendees, when and where they posted the most, as well as which events and brands got the most buzz.

As Tracx points out, the music events still dominate the social chatter, and Instagram was the preferred social network of choice for sharing SXSW experiences—underscoring just how much the festival remains an audio-visual extravaganza.

On the brand front, Meerkat obviously scored well. But it's fun to see Tinder up high in the mix—not thanks to the brand's presence at the festival but because of a certain nonhuman interloper on the dating app itself.

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Topics: infographic, SXSW, Adweek

Tracx's own Eran Gilad has been featured in Edison Partners' latest 'CEO Spotlight'

Posted by Ben Foley on Mar 11, 2015 11:11:16 AM

The following blog post was originally published by Ryan Ziegler, General Partner at Edison Partners.

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We were thrilled to announce the addition of Tracx to our Interactive Marketing portfolio last month, marking its 22nd investment. NYC-based Tracx is the next-generation unified social enterprise platform provider uniquely addressing the complexities of the modern social enterprise.

Today, we welcome Tracx CEO, Eran Gilad, to the CEO Spotlight to get his perspective on what's going on in the social space, what keeps him up at night, and what's next for Tracx.

Ryan: How did you end up leading Tracx and what is the biggest thing that has shaped your success?

Eran: I first met the Tracx team when a friend asked me to help validate the original business plan. I ended up joining as a board member, and then was asked to transition to the CEO. The social market was at a tipping point whereby enterprise scale architectures and real time insights were crucial to support big audiences populating outside companies firewalls. I decided to join when I witnessed the founding team in action. This team still amazes me and are considered to be the key to our success. 

Ryan: Building the right team is crucial. What are some interesting insights on the key members of your team and the expertise they bring to the company?

Eran: We were fortunate enough to have an awesome team; multicultural, diverse, fun and ambitious. Each one brings such great experiences and skillsets that every brainstorm is a remarkable session. We have people from some of the most well-established and successful enterprise technology firms in the world, and others from boutique agencies and start-ups. The key members of our team share certain traits in common: smart, humble, hungry, and the desire to be #1 in the market.

Ryan: Tell us a little bit about your background, or roots.

Eran: My career is rooted in the enterprise market. I started as an engineer spearheading software development and implementation teams in enterprises, and then, as a management consultant helping European firms go global. After 8 years as VP, Business Development at Comverse, a large telecom vendor, I decided to tap into the Israeli start-up nation scene where you can freely make no money and still be considered a local hero. Go figure.

Ryan: I heard you’ve spent time in the IDF and have lived in Sweden - how were you able to balance cultures and distinct office personalities thousands of miles away as you were building the business?

Eran: I think that between spending five years in the military and working in the Nordics, you learn to build communications skills for the greater benefit of the role you assume. The communication and the brief needs to be short and concise at IDF, perhaps too short for the business world. The form of communications can also be a barrier. So when I have something to say, I try to pick up the phone and call someone. Weve become so reliant on email, text, and other forms of digital communication. But they only serve to re-enforce the long-challenges of long-distance working relationships. Its amazing how much better you work with people, and how much better you know them, when you feel comfortable giving them a call.

Ryan: What do you think is the most exciting thing happening in digital media and enterprise software space today, from your perspective?

Eran: Everything we thought about audiences and the consumer journey is changing as the social economy shapes the way we consume content, products and services. We, at Tracx, feel that we are taking part of a great change in the way brands connect with consumers and are proud to be working with leading brands in facilitating this change.

Ryan: How would you describe your current product portfolio and your market opportunity?

Eran: Tracx, as a social enterprise technology, provides companies with global scale, secured big data architecture, advanced intelligence, and management tools to connect with customers across social media venues. Our positioning in the market is a unified one-stop shop for organizations to manage every data and insight across the organization. We want to be the system of record to any unstructured data within the organization. We build and partner, innovate and cooperate, to bring the best of breed to our clients.

Ryan: What is the next great milestone for Tracx?

Eran: Soon, we will be releasing the most intuitive and comprehensive smarter social engagement module where we combine our leadership in social intelligence with customer engagement workflows. We've worked with dozens of our partners and customers to come up with a brand new UX, and we are really excited about bringing it to the market this year!

Ryan: Now for the tough questions. What has been the most difficult decision you've made in the last two years and how did you come to that decision?

Eran: Like any fast growing start-up, we take quick decisions and make long-term adjustments on a daily basis. With rapidly shifting market conditions and a vision to implement a truly end-to-end enterprise solution, our game-plan often requires a lot of patience and pause in making some of these critical decisions. In many cases, I find that holding is the most difficult thing to do, but we always look to gain as much data and insight as possible before pulling the trigger.

Ryan: What keeps you up at night?

Eran: Tracx. We operate in a very dynamic environment. Everything our clients do today might radically change in a few months from now. Identifying the market and anticipating changes in time while being lean always keeps me thinking at night.

Ryan: Tell us a little known fact about yourself. (any hobby, personal accomplishment etc…)

Eran: When Im not at Tracx I love spending time with my wife and two kids. I'll stop here because everything else would be part of a wish list. As Im looking at colleagues, we all tend to agree that once one joins a start-up, the biggest hobby becomes work. But that's ok because we love what we do. At the same time, colleagues joining me in meetings outside the office always laugh and advise to take an extra ten minutes (and an umbrella) since they know I love stopping and taking photos, even on rainy days. NYC is such a great place to document life in motion.

Ryan: What’s the book you think every executive should read?

Eran: There are a lot of great executive books. I would actually recommend Herman Hesse’s Siddhartha. At the time written, it was definitely not meant to be a business book, but its all about seeking, determination, and self development – key for any successful entrepreneur.  It has shaped my adult life and career path.

Ryan: If you could choose one superhero power, what would it be and why?

Eran: I would vote for the ability to cancel the super powers of others. I like to level the playing fields, and super powers have always made me uncomfortable.

Ryan: Good answer. Last question: What are your thoughts on mentorship? Who is/has been your biggest mentor?

Eran: I was lucky enough to have great mentors both at a young age and in the business world. Bill Nye once said that Everyone you will ever meet knows something you dont.” I think that its a healthy way to learn and share knowledge.

The biggest tip for any entrepreneur looking to raise capital came from Jeff Bussgang - He said to never wait for a round to start. Constantly be building a network that will be easy to tap into once the round starts. Most of the interest in our series C came from VCs that already knew us. We selected Edison as a springboard for our next growth momentum for many reasons – and the fact that we had an established relationship helped us jump into the process and execute quickly and with great trust.

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Topics: CEO

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about tracx

Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.