I’ve been asked a lot of questions since the Teradata Marketing Applications (TMA) acquisition was closed on July 1, 2016. If I were to create a word cloud from the universe of those questions, the word change would be exceptionally prominent. Depending on a number of possible factors—including one’s personal belief system, context, and current situation—the word change can take on many different meanings and/or evoke a multitude of emotions. Considering where Mapp is now and where we are going in our journey, I wholeheartedly love change! In this context, my favorite aspect of change relates to the verb (action!) form versus the noun form; specifically, our ability to EFFECT positive change now that we have full command of our destiny. I am eager for each of you to join me in driving strong and positive change in pursuit of building an amazing brand called Mapp.
What is Mapp
Mapp is now one of world’s largest digital marketing platform companies in the world. At Mapp, we will be clear and consistent on what we stand for. We are purposeful in everything we do, from our technology to our services—internally and externally. We are results-driven meaning focused on creating value in everything we do. And importantly, we have a global team of marketers with expertise in serving marketers. Ultimately, our vision is to be recognized as a digital market standard in the industry—both enabling our clients to thrive while also respecting end consumers. We aspire to be recognized as having the essential customer engagement platform.The combination of BlueHornet and TMA was a perfect match both from a technology perspective and shared values around client success. The name Mapp was an ideal fit for this combination for a host of reasons, including our deep knowledge of the terrain and our relentless focus on helping our clients get from where they are to where they want to be. This includes knowing where the obstacles are and acknowledging there are different routes to the chosen destination. Mapp also embodies traits that we admire in great brands: simple, timeless and purposeful.
Teradata Marketing Applications and BlueHornet have become Mapp #hellomapp
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Bringing these two brands together creates immediate value to current customers. It’s like we were able to collapse the equivalent of five years of product roadmap initiatives into one merger. As the individual tools and platform are unified into one easy-to-use and full service platform, everyone will gain. Stated another way, all of our current customers have a more complete platform to leverage than they did before the merger. Moreover, the shared value around how we can serve customers means no internal friction in how we get work done. Our teams are eager to unleash the power of this combination both to existing customers and to new brands wanting better results.
Learn more about Mapp
It’s both an incredible and incredibly challenging time to be a marketer in 2016. Brands are at war to win or steal the hearts and minds of targeted customers, technological advancement is unprecedented and overwhelming, and pressure to do more with less is at an all-time high. One of the things I love about the current state is that BOTH science and art, thoughtfully combined, create winning engagement. The science, or 1s and 0s, have not replaced the art…it’s merely created new ways in which to express creativity.
BOTH science and art, thoughtfully combined, create winning engagement – @MichaelBiwer
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What drives us is that at our core, we are marketers too, and the challenges we encounter are common no matter the industry or consumer type. Achieving powerful engagement with consumers when they are on multiple screens, expecting more from brands, competing messages from multiple brands AND focus on more personalization is a complex job. There are many solutions out there that promise to help marketers but introduce another data set or process that eventually just add more silos, which of course adds one more layer away from consumer engagement. Our goal is to create solutions and services to support how marketers work, to cut through the complexity, help them be more efficient and ultimately, be the best at what they do - connecting with their consumer.
How Mapp Will Pave the Way For the Future
So you might be asking yourself what to expect from Mapp in the near future. Recently, Mapp launched at conferences across France, Germany and Italy in September. In October we will be doing a deeper push into the EMEA market followed by our U.S. debut at the &Then conference in Los Angeles, CA on October 16th. What matters most long-term, however, is how we collectively build a great global brand—ultimately recognized as the leading customer engagement platform company in the world. As we strive to unify these brands together, we are planning a compelling roadmap designed for marketers by marketers.
Orchestrate customer engagement over email, mobile, social and web marketing - Meet Mapp:
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I am energized helping others discover and pursue their potential. I fundamentally believe we all aspire to reach our potential in SOME way. I also think business relationships all start the same way as well, whether consciously spoken or not. When companies begin a relationship, there is implied potential that is desired. Unfortunately, most don’t reach this potential for a variety of reasons. The times I've enjoyed most in my career are those time when I feel like we're creating real value for customers that also want to make "their world" a better place. There is a lot of room for improvement in our space; and we intend to lead the way. Keep an eye out for Mapp as we are going to impress the world with our actions and outcomes. See how we’ve already started and learn more about Mapp.
Learn more about Mapp