News

LATEST NEWS ABOUT XIGNITE

Xignite Market Data Cloud Platform Dashboard with XMon
FEATURED 07/09/2019

Solution Provides Capital Markets Increased Visibility and Control of Market Data Use and Spend

Xignite, Inc., a provider of market data distribution and management solutions for financial services and technology companies, today announced a strategic partnership with XPansion, a provider of market data usage, tracking and business monitoring software. Xignite will integrate XPansion’s XMon analytics and reporting functionality into their Market Data Cloud Platform to provide capital markets clients even more transparency of their licensed market data usage and costs, allowing them to manage consumption, allocate costs and avoid vendor compliance risk.  

Hosted in Amazon Web Services (AWS) public cloud, the Xignite Market Data Cloud Platform is a market data management solution that enables optimization of market data distributed across an enterprise, providing clients with tools to control, entitle and track data consumption across businesses. The solution is the industry’s only cloud-based market data management and optimization platform that can manage data flow across the latency spectrum, including real-time, end-of-day, reference and historical data. 

Adding XMon functionality will provide clients with enhanced business intelligence, analytics and reporting capabilities. XMon’s dynamic dashboards and reporting tools empower business users to interrogate data usage, control and allocate costs across data vendors. By optimizing vendor data requests and streamlining data access across businesses, clients could see a significant reduction in overall market data spend within the first year. 

“Empowering our clients with the tools to understand how they are consuming data and providing them with technology to establish transparency and control spend in real-time has been our focus from the beginning,” said Amjad Zoghbi, Director and co-founder of XPansion. “Clients consume increasing amounts of data and coupling powerful analytics with a robust data distribution platform is essential in today’s data landscape. We are very excited to be partnering with Xignite and extending XMon’s analytics and controls to their next-generation Market Data Cloud Platform”

“Market data is a complex environment where vendor fees and commercial licensing models continue to change, putting pressure on buy and sell side firms to control access and costs.” said Stephane Dubois, CEO and Founder, Xignite. “Providing clients with a solution to regain control of market data flow and consumption is core to our mission of simplifying the acquisition, management and dissemination of market data. We are delighted to partner with XPansion, combining their superior analytics with the proven data management capabilities of our Market Data Cloud Platform is a win for clients.”

About Xignite

Xignite Makes Market Data Easy. Xignite is leading the disruption of the market data industry with its AWS-based financial data distribution and market data management solutions. Xignite’s Market Data Cloud Platform provides market data managers full transparency on the usage of a firm's first-level real-time and reference data - making it easy for data owners to entitle, control consumption, comply with licensing requirements, allocate costs, and resolve vendor audits or invoice discrepancies. Xignite also powers financial data-driven robo-advisors, online brokerages, and investing apps with its real-time, delayed and historical pricing data offered via 500+ REST Cloud APIs. Visit http://www.xignite.com or follow on Twitter @xignite.

About XPansion FTS

XPansion is a technology firm delivering enterprise, cloud-based solutions that empower data operations and data management teams to better understand and control data usage and improve data governance. XMon Static Data, our leading solution for reference data usage tracking and control, allows clients to understand data usage and costs, enforce data access controls and optimize reference data spend. XMon Business Process is our solution for internal data lineage and monitoring internal data usage. Our cloud-based solutions can be used alone or combined for powerful and comprehensive data usage and control functionality. Visit https://www.xpansionfts.com for more information.

 

Read more

PREVIOUS NEWS

Benzinga

The Best Finance APIs

Whether you’re an algorithmic investor looking to create a systematic edge for yourself or a provider of financial technology platforms, APIs are necessary to create the financial systems you utilize.

What is a Finance API?

A simple way to grasp this concept would be to imagine you are looking at a flowing river that stretches as long as you can see.

You can see the river, you can see the water flowing in the river, but you can’t see where the water is coming from. There must be a lake or an ocean that is constantly providing water to the river, but not one that is within your sight.

That lake or ocean is the proverbial API!

Financial APIs are the back-end data that go into any financial platform that you aren’t able to see when you’re on the website or platform.

Data such as the real-time prices of stocks constantly flashing a new number or the newsfeed that instantly posts a press release at 8 a.m. on the dot are both examples of financial tools you use that are provided via API.

Types of Finance APIs

Here are a few financial data sets that you might be surprised to know are all integrated into platforms via API:

  • Earnings: Estimated and actual earnings per share, estimated and actual revenue, earnings-related news headlines
  • Analyst ratings: Analyst upgrades and downgrades with price target changes
  • Dividends: All dividend distribution announcements with ex-dividend dates
  • Economics: Coverage of the largest market-driving economic news headlines
  • Stock splits: When a company announces a split and how large the split will be
  • IPOs: The price, capital raised and date for all upcoming and historical initial public offerings

What to Look for in a Finance API

Many financial data sets have become such a commodity now (pun intended) that most people don’t think twice about how they get them or where these pieces come from.

However, before you pay that shady-looking guy in the alleyway for a cheap API, you might want to check for these important factors.

Price Flexibility

A good data partner will always give at least some wiggle room for you. Since APIs are high-margin products, every data provider can afford to budge at least a little to have your business. That said, lowballing your vendors could lead to them not doing business with you, so finding a healthy balance is a key to getting a good API and saving a few bucks while you’re at it.

Latency

Some data vendors add a latency (or delay) to their API data to maintain a competitive edge on their financial products. This delay can be anywhere from a few seconds to several minutes. If you don’t ask, many data vendors might sneak this little piece of information past you, so always make sure to ask about this before buying any API!

API Calls Allowed per Minute

Another way data vendors may try to maintain a competitive edge is by limiting the amount of API calls a buyer is allowed to do per minute.

This is essentially the frequency of how often you can update or request for new information. So, if you had a “live” stock quote that was only allowed to do 1 API call per minute, the quote would only update every minute. Knowing how often you can make an API call is another key to knowing how fast the data will end up showing on your platform.

Types Available (TCP, Rest API and FTP)

There are a few different types of data distributors that you may want to consider based on what you are looking for. The standard API is a rest API. This is the type where you need to make an API call to get real-time data (the fastest APIs typically offer 1 call per second).

Looking for something even faster in sub-second speeds? You’ll need to buy TCP data. TCP does not require that the user makes a request (like an API call) in order to get the data. It pushes the data out to you as close to instantaneously as possible.

On the other hand, if you don’t require fast data for the data set you’re looking for, then an FTP may be the route for you. FTPs typically provide end-of-day data.

Examples of this could be fundamental data like P/E, P/S, EV/EBITDA, etc. Financial data pieces like this don’t typically need to be updated throughout, so having this by the end of the day is more than sufficient. Buying FTP can be much cheaper, too, for this reason.

Our Top Picks for the Best Finance APIs

Now that we have a good understanding of what an API is and what it’s used for, it’s time to go over our top picks for the best financial APIs out there!

Best for Newsfeeds

The following APIs are known for having amazing news coverage that allows you to make the best trades and investments.

1. Benzinga

Benzinga’s newsfeed is known for providing extensive market coverage in a timely speed. The API has no latency, the newsfeed is available via rest API, FTP, TCP, and it allows for a 1 API call per second. The website includes easy-to-use API documents as well.

2. XigniteNews

Xignite is another well-known financial API provider. Its news feed has coverage of U.S. equities (NASDAQ, NYSE, NYSE MKT). One downside to this newsfeed API is that it’s delayed a few minutes, which can be the determining factor for most traders who are looking to receive news as fast as possible.

However, positives include coverage of more than 75 popular publications and ease of embedding into spreadsheets, websites and mobile applications.

3. Stocknewsapi.com

You can see a small sample of Stocknewsapi.com data within a widget embedded on the website. On top of that, it includes some unique data fields with news headlines such as sentiment, image and even type (video or text).

The largest downside to this API is that it aggregates content from external news providers and you can only get full-length articles (which have much lower coverage and delayed headlines by a matter of hours).

Best for Analyst Ratings

If you’re looking for analyst ratings, these finance APIs will keep you in the know.

1. TipRanks

When it comes to analyst ratings, TipRanks is the first name to come to many people’s minds, and for good reason. TipRanks’ Daily Analyst Ratings API provides comprehensive coverage on analyst actions, firms, price target changes, specific analyst names, contact information and a proprietary analyst star rating.

It allows for financial publishers to integrate an easy-to-consume widget on the website.

2. Benzinga

Benzinga’s analyst ratings calendar API provides the basics of what every trader needs when it comes to analyst actions at an affordable, flexible price. The API includes the analyst name, action, price target change and the firm. For most financial publishers and platforms, this amount of coverage is perfect.

3. Barchart.com

Barcharts.com is the simplest coverage available. For platform providers who are just looking for standard coverage of stocks with a strong buy, moderate buy, hold, moderate sell or strong sell rating, this is your API. It provides the basic info that traders look for without extra data fields or noisy headlines.

Best for Earnings

API coverage isn’t complete without a comprehensive earnings report. Check out these APIs for the most up-to-date information on earnings.

1. Earningscalendar.net

While Earningscalendar.net is not excessively intricate, it ranks as our “best for earnings” API due to its good coverage and extremely affordable and transparent price. In this case, simplicity, affordability and transparency do prevail. Its earnings dates are indexed from multiple sources to ensure data quality. The Premium API cost $50 per month.

2. Xignite Earnings

XIgnite’s earnings calendar API comes with 89-day forward-looking coverage on all earnings. It includes data columns such as the timing of earnings release, forecasted and confirmed dates, shareholder/board meeting dates and more. Pricing for XIgnite is more expensive, as expected, which is expected for its more advanced earnings calendar that goes above basic coverage. Its stock universe includes over 6,300 U.S. and global companies.

3. Benzinga

Benzinga’s earnings API is a quality data piece, with its earnings coverage on all U.S. equities and inclusion of quality analyst estimates to compare to actual earnings. Pricing does include flexibility, but it can be more expensive than other options. That said, the data quality and coverage exceed the competition.

Multiple data accuracy tests and relevant consensus analyst estimate data fields mean that this API is known for its data quality.

Choose the Best Finance API

Looking for API provider that follows a few key metrics like price, flexibility, latency, API calls allowed per minute, types available and data quality?

Consider this: If you buy multiple APIs from a single vendor, there is typically more price flexibility if they offer package data deals. However, some vendors, such as TipRanks, do specialize in providing one quality data API based on what the company focuses on.

06/17/2019

Waters Technology NAFIS 2019

Xignite, Inc., the leading provider of market data cloud solutions for financial services has been selected to present a keynote case study at The North American Financial Information Summit - NAFIS 2019, a technology-focused conference for senior data, compliance and technology executives.

Stephane Dubois, CEO and Founder of Xignite, will discuss the benefits for large financial institutions in migrating their real-time market data to the cloud. He also will review the pros and cons of several deployment approaches, as well as dive into the unique challenges of scalability, migration and reliability.

Xignite's presentation will take place on May 21 at the event. If you are interested in speaking with Xignite, please contact: klangstaff@xignite.com

About Xignite
Xignite Makes Market Data Easy. Xignite is leading the disruption of the market data industry with its AWS-based financial data distribution and market data management solutions. Xignite's Market Data Cloud Platform provides market data managers full transparency on the usage of a firms first-level real-time and reference data - making it easy for data owners to entitle, control consumption, comply with licensing requirements, allocate costs, and resolve vendor audits or invoice discrepancies. Xignite also powers financial data-driven robo-advisors, online brokerages, and investing apps with its real-time, delayed and historical pricing data offered via 500+ REST Cloud APIs. Visit http://www.xignite.com or follow on Twitter @xignite.

05/20/2019

Xignite Named to WealthTech 100

Xignite, Inc., provider of financial data distribution and market data management solutions for financial services and technology companies, announced today it has been named to The WealthTech 100 list of innovative technology providers that are  transforming the global investment industry. Xignite also had 7 WealthTech clients on the list, including BUX, eToro, Oranj, Private Wealth Systems, Tradeit, Trizic, and YCharts.

WealthTech is one of the fastest growing sectors within the FinTech industry, with investments reaching $4.6 billion in 2018 according to FinTech Global.

Xignite WealthTech clients include leading digital asset management, robo-advisors and digital brokerages, including Betterment, FutureAdvisor, ElleInvest, Robinhood, Personal Capital, Wealthfront and WealthSimple, as well as institutional investment providers developing portfolio management, analytics tools and financial planning software for their clients. Xignite institutional clients include Advizr, Asset Advantage, BlackRock, Envestnet, Orion Advisor Services, JemStep, SigFig and Solivis.

“Xignite is proud to be named to the inaugural WealthTech 100 list and recognized as a leading technology provider”, said Stephane Dubois, Xignite CEO and Founder. “The industry’s leading robo-advisors understand the power of the cloud and rely on Xignite market data to power their financial data driven algorithms and trading functionality.”

The WealthTech 100 recognizes solution providers for their innovative use of technology to solve a significant industry problem, or to generate cost savings or efficiency improvements across the investment value chain. A full list can be found at www.WealthTech100.com.

About Xignite
Xignite Makes Market Data Easy. Xignite is leading the disruption of the market data industry with its AWS-based financial data distribution and market data management solutions. Xignite’s Market Data Cloud Platform provides market data managers full transparency on the usage of a firms first-level real-time and reference data - making it easy for data owners to entitle, control consumption, comply with licensing requirements, allocate costs, and resolve vendor audits or invoice discrepancies. Xignite also powers financial data-driven robo-advisors, online brokerages, and investing apps with its real-time, delayed and historical pricing data offered via 500+ REST Cloud APIs. Visit http://www.xignite.com or follow on Twitter @xignite.

04/23/2019

Running on AWS, Xignite Powers 1000 Financial Technology Apps

Xignite, Inc., provider of market data API and distribution solutions for financial institutions and financial technology companies, announced today it has reached a milestone of serving five billion API requests each day. Running on Amazon Web Services (AWS), Xignite was one of the first market data distribution offerings available on the cloud, moving to AWS in 2009. Xignite also announced that they have launched their Market Data API and Market Data Cloud solutions on AWS Solutions Space. 

Xignite customers power FinTech apps, such as robo-advisors, trading platforms, stock charts and investment analysis software, by integrating financial data via APIs. Unlike legacy data providers which require on-premise infrastructure to store and process market data, Xignite data is accessed via the public cloud. Xignite serves more than 150 billion API requests each month. Xignite’s real-time, end of day and historical reference pricing data is sourced from more than 100 data providers, including Morningstar, FactSet, MSCI and direct from global exchanges.

To help process the millions of API requests per day, Xignite is supported by AWS. The features and services of AWS enable Xignite to effectively and dynamically scale its delivery of real-time financial information, while optimizing computing and network resources freeing customers from the constraints of on-premise hardware and allowing them to create, deliver, and scale applications globally, touching millions of users and devices.

Xignite client StockCharts helps investors visualize financial data so they can make smarter investing and portfolio management decisions. “StockCharts integrates daily and historical pricing data from Xignite market data APIs to generate our charts for our 1.6 million monthly users,” says Grayson Roze, Business Manager, StockCharts. “Because Xignite runs on AWS, they can easily scale and handle our data demands at peak times,” said Roze.

Xignite Market Data API and Market Data Cloud solutions are now listed on AWS Solutions Space.  Solutions Space allows AWS Financial Competency Partners to showcase their customer-ready solutions based on architecture validated by AWS.  Xignite has achieved both the AWS Financial Services Competency and Advanced Technology Partner status. These designations recognize Xignite for providing deep expertise to help FinTech and financial services organizations manage their market data distribution and management solutions, powering offerings such as robo-advisors, trading platforms, stock charts, and investment analysis software. Xignite has demonstrated relevant technical proficiency and proven customer success, delivering these solutions seamlessly on the AWS Cloud environment.

About Xignite
Recognized as the data cornerstone enabling the growth of FinTech, Xignite, Inc. makes market data easy. Xignite pioneered the shift of market data to the cloud and is leading the disruption of the market data industry. The Xignite Market Data Cloud platform, hosted in the AWS cloud, allows companies to simplify infrastructure, scale quickly, and innovate faster. Xignite’s clients include more than 1,000 financial services, media and software companies including BMO, BlackRock, Charles Schwab, and TIAA, as well as leading  FinTech disruptors Betterment, Envestnet|Yodlee, FutureAdvisor, Motif Investing, Personal Capital, Robinhood, SoFi, StockTwits, and Wealthfront. Visit http://www.xignite.com or follow on Twitter @xignite.

07/17/2018

 

Risk Focus, Inc., the specialist provider of trading, regulatory, and risk services, announced today that its APIX For Excel product is the engine that powers Xignite Inc.’s CloudAddin, a Microsoft® Excel stock quotes add in API, specifically designed for Excel power users, application developers and data scientists. APIX powered Xignite CloudAddin lets analysts, portfolio managers and quants access and integrate streaming real-time, fundamentals and historical financial market data directly into Excel spreadsheets. APIX is unique in its ability to dynamically expose enterprise service APIs to Excel® in the form of easy-to-use native functions. APIX combined with zero footprint data APIs from Xignite completely eliminates the need to store or manipulate market data on customer site.

Srikant Ganesan, Head of Risk and Trade Solutions at Risk Focus, commented: “CTOs and software groups struggle to make Excel-based applications first class consumers of the data service APIs already being used by the rest of their organizations. They usually have to support custom solutions for their Excel clients that don’t scale well and are difficult to secure and audit; they also require frequent deployments onto the desktop. Despite this, Excel is widely used by every client we work with. We call this ‘the Excel Paradox’ and are pleased that Xignite has selected APIX for its CloudAddin so that clients can benefit from the flexibility of Excel, while accessing the models and data they need through secure, scalable, supportable and auditable APIs.”

“The world still runs on Excel and Wall Street is seriously addicted to it,” says Stephane Dubois, CEO and Founder of Xignite. “Most professional and retail investors still use Excel to develop analytical models and drive investment decisions. The financial data needed to feed those models often come from expensive terminals or unstable sources via legacy interfaces or painful and time-consuming manual downloads. By using CloudAddin for seamless access from Excel to the sea of data we have in our Market Data Cloud, our clients can have a consistent market data source across their application stack, and maybe even save the cost of a few terminals in the process.”

Xignite’s new CloudAddin simplifies extracting and integrating financial data. After installing the CloudAddin, users can easily access billions of financial data points from any of Xignite’s 45 APIs, which cover millions of instruments across all asset classes, including equities, ETFs, mutual funds, fixed income, forex, options, futures, and other derivatives. Users can also stream real-time data into Excel via HTTP by simply calling an Excel function.

03/19/2018

Xignite, Inc. the leading provider of market data cloud solutions, today announced Xignite CloudAddIn, a Microsoft® Excel Add-In that lets analysts, portfolio managers and other users access and integrate streaming real-time and historical Xignite financial market data into spreadsheets by simply calling Excel functions.

Excel is often used by analysts, quants, portfolio managers, and other professionals to perform investment analysis. But pulling market data into Excel can be quite challenging and may require programming skills. Xignite’s new CloudAddIn simplifies extracting and integrating financial data. After installing the CloudAddin, users can easily access billions of financial data points from any of Xignite’s 45 APIs, which cover millions of instruments across all asset classes, including equities, ETFs, mutual funds, fixed income, forex, create data, options, futures, and other derivatives. Users can also stream real-time data into Excel via HTTP by simply by calling an Excel function. The Xignite CloudAddIn, developed in partnership with Risk Focus, Inc. is available now.

“The world still runs on Excel and Wall Street is seriously addicted to it” says Stephane Dubois, CEO and Founder of Xignite. “Most professional and retail investors still use Excel to develop analytical models and drive investment decisions. The financial data needed to feed those models often come from expensive terminals or unstable sources via legacy interfaces or painful and time-consuming manual downloads. By providing direct and incredibly easy access to the sea of data we have in our Market Data Cloud, we believe the can dramatically speed up and simplify the life of users, and maybe save them the cost of a few terminals in the process.”


About Xignite
Recognized as the data cornerstone enabling the growth of FinTech, Xignite, Inc. makes market data easy. Xignite pioneered the shift of market data to the cloud and is leading the disruption of the market data industry. The Xignite Market Data Cloud platform, hosted in the AWS cloud, allows companies to simplify infrastructure, scale quickly, and innovate faster. Xignite’s clients include more than 1,000 financial services, media and software companies including BMOBlackRockCharles Schwab, and TIAA, as well as leading Fintech disruptors BettermentEnvestnet|YodleeFutureAdvisorMotif InvestingPersonal CapitalRobinhoodSoFiStockTwits, and Wealthfront. Visit http://www.xignite.com or follow on Twitter @xignite.

 

11/07/2017

Xignite, Inc., provider of solutions for financial institutions and financial technology companies, announced today that it has achieved Amazon Web Services (AWS) Financial Services Competency status. This designation recognizes Xignite for providing deep expertise to help FinTech and financial services organizations manage their market data distribution and management solutions to power products such as robo-advisors, trading platforms, stock charts and investment analysis software. The Xignite Market Data Cloud platform, hosted by AWS, allows companies to simplify infrastructure, scale quickly, and innovate faster.

Achieving the AWS Financial Services Competency differentiates Xignite as an AWS Partner Network (APN) member that has demonstrated relevant technical proficiency and proven customer success, delivering solutions seamlessly in the AWS Cloud environment. To receive the designation, APN Partners must possess deep expertise in the AWS platform and undergo an assessment of the security, performance, and reliability of their solutions.

“Because it enables centralization and mutualization of data and its infrastructure, delivering market data in the AWS cloud is turning the market data industry on its head.” said Stephane Dubois, Xignite CEO and founder. “We launched our first AWS-powered service 10 years ago, so we realized the potential early on, and have since optimized our solution for the AWS cloud. Naturally we are extremely pleased to obtain the AWS Financial Services Competency status and continue our partnership with AWS.”

The AWS Cloud is enabling scalable, flexible, and cost-effective solutions for banking and payments, capital markets, and insurance organizations of all sizes, from startups to global enterprises. To support the seamless integration and deployment of these solutions, AWS established the Financial Services Partner Competency Program to help customers identify Consulting and Technology APN Partners with deep industry experience and expertise.

Xignite serves more than 250 billion API requests each month covering a wide spectrum of market data from real-time, to historical pricing, master data and reference data. The infrastructure provided by AWS allows Xignite to effectively and dynamically scale its delivery of real-time financial information while optimizing computing and network resources.

About Xignite

Recognized as the data cornerstone enabling the growth of FinTech, Xignite, Inc. makes market data easy. Xignite pioneered the shift of market data to the cloud and is leading the disruption of the market data industry. The Xignite Market Data Cloud platform, hosted in the AWS cloud, allows companies to simplify infrastructure, scale quickly, and innovate faster. Xignite’s clients include more than 1,000 financial services, media and software companies including BMOBlackRockCharles Schwab, and TIAA, as well as leading Fintech disruptors BettermentEnvestnet|Yodlee, FutureAdvisorMotif InvestingPersonal CapitalRobinhoodSoFiStockTwits, and Wealthfront. Visit http://www.xignite.com or follow on Twitter @xignite.

10/31/2017

World Economic Forum Report Beyond Fintech

The World Economic Forum report "Beyond Fintech: A Pragmatic Assessment of Disruptive Potential in Financial Services" yet is part of the Future of Financial Services series which was prepared in collaboration with Deloitte.

Xignite is proud to be noted alongside our partner AWS. Together with AWS, we are making market data easy for financial institutions and fintechs, having a transformative role on the financial services ecosystem.

"AWS is forming the backbone of the financial services ecosystem, with a diverse set of firms - from JP Morgan to startups such as Xignite - adopting AWS for data storage and processing."

 

 

 

 

 

 

 

 

View the report here.

09/21/2017

Article by Diaz Nesamoney

AdotasI have recently spoken to many CMOs and Chief Digital Officers of CPG companies (our friends in the UK and elsewhere call them FMCG). They are fascinated by the concept of data-driven dynamic creative and personalization.

After decades of blasting consumers with one size fits all messaging—not just on TV and print (where you had little choice but to do so)—but also on digital channels. The mantra was “maximum reach for the lowest cost” or, in other words, blast ads to every man, woman and child whether or not they will ever be consumers of the product.

A lot of this kind of thinking was perhaps a holdover from the days when there was really only one Claritin, one Colgate toothpaste and one Coke. Brand managers later figured out that some level of product customization was necessary and important, as different sub groups of the target audience were likely to have different requirements. Then, different products were born: Claritin for Kids, Chewable Claritin, Liquid Claritin, Claritin Grape Flavor (both liquid and chewables), Claritin for 12 hours, 24 hours, and so on. This was a brilliant move because this kind of personalization really got consumers to purchase the products tailored for them.

When Ads Subtract

Advertising, however, stayed the same. So we saw one ad for Coke – the same message to everyone in the world. It was the same advertising approach for almost every big brand out there. As consumer engagement started to fade due to advertising fatigue, the response to boosting more engagement was always “hit them with more ads” – in the name of “reach.”

Along came re-targeting, which many retailers (with strong online sales) realized was a way to offer some degree of relevance by retargeting site visitors with products they had browsed but not purchased. Soon, this evolved into the dynamic creative optimization technology (DCO) that would optimally select products and messaging for the individual.

Now, DCO has evolved into true personalization. Combining first-party data from the brand sites, CRM systems, along with other contextual and third-party demographic data, brands leverage the rich data to build a holistic view of the individual and market to them with precise and relevant messaging and products.

Many CPG brands have only been watching enviously as retailers continue to exert more and more influence on the purchase decision, thanks to treasure troves of data they hold about the consumers and the use of personalized marketing platforms to engage them.

Personalization Strategies

As I work with several large CPG companies on personalization strategies, it has become clear that a critical kind of data that has tremendous capacity to engage consumers is often being ignored—contextual data. Many marketers who have access to first-party or third-party behavioral data flock to it, while often ignoring data about the user’s context: i.e. where they are, what they are doing, what’s happening around them. One of the nice things about contextual data is that it does not require identifying the user personally, which these days is a good thing with the increase in scrutiny around the collection and use of user data. Contextual data is mostly determined without having to identify the user.

Contextual data like weather and location are the most common and easy-to-get, but increasingly there is a lot more out there assembled by specialist vendors. For example, Grapeshot is a tech company that scours websites across the globe and gleans contextual meaning about each site, such as determining whether a website that describes footwear is a fashion site or a site on mountain climbing gear. Such context gathered in real-time enables DCO platforms to change the ad messaging in real-time, and change products and creative designs of an ad based on the context of the site.

This sort of technology is a great boon to CPG marketers, since it does not rely on visits by consumers to their own websites, which are minimal, or to their stores, which are also minimal or non-existent. Having the ability to determine the context of the web page or mobile site the user is on while viewing the brand’s advertisement can enable DCO platforms to precisely fine tune messaging for the optimal outcome.

Several other valuable sources of contextual data include pollen (for allergy medications), UV data such as WeatherAlpha (for skin care products), sports data like SportRadar (many consumer brands like beverages correlate well to sports data), events and holidays (for consumer gift items), or financial data from the likes of Xignite (product messaging based on financial market trends). Even time of day, which doesn’t seem like it would make a big difference, is proving to be a valuable source of user context and can be used to drive messaging—a breakfast food item in the morning, beer just before happy hour, you get the idea.

Personalization, once a tool considered to be only for retailers and brands with rich consumer data, is now showing tremendous benefits in user engagement to CPG brands that have harnessed the power of contextual data. Consumers will appreciate brands delivering advertisements that are tailored to their needs intelligently, rewarding them with consideration, purchase and loyalty. Isn’t that what marketers are supposed to do?

09/19/2017

Let's Talk PaymentsNew York is one of the hottest FinTech hubs globally and is known to be a notable hub of innovation. For talented entrepreneurs looking to explore New York as the base to disrupt the industry, it’s important to understand the landscape and know the players. The New York FinTech industry has companies working in a variety of sectors. In this overview, we will look at some of the most interesting FinTech companies firing up the financial sector in New York.

 

Cloud Services
Xignite, Inc. provides cloud-based financial market data APIs to help emerging companies and enterprises deliver real-time and reference market data to their digital assets, such as websites and mobile apps.

09/13/2017