Q&A with Latane Conant, CMO at 6sense

MEDIA 7 | July 17, 2019

Q&A with Latane Conant
Latane Conant, CMO at 6sense has always been keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

At 6sense, Latane helps sales and marketing leaders increase revenue by tapping into the power of predictive intelligence to uncover buyers who are ready to buy.

MEDIA 7: As a child, what did you want to be when you grew up?
LATANE CONANT:
The first thing I ever wanted to be was a lifeguard and swim coach. When I was 5 years old, I joined the swim team as one of the youngest swimmers. At 13, I was too young to be a lifeguard so I begged them to create a “JR lifeguard” position. This was essentially deck swabbing and towel service but I didn’t care. So they hired me and called me “young jedi”. The head lifeguard loved to play jokes on me. One time he gave me a ruler and said every deck chair needed to be 10 ¾ inches apart. There were 50+ deck chairs, but I went out and started measuring. Finally, after a few chairs, they called me over the loudspeaker to come back to the office and we all had a big laugh. Another time they took me down to the filter room, which was underground and pretty spooky.

BUT as a young jedi, I had to learn how the system worked. We descended under the deck and I climbed a rickety old ladder to look down into the pump. Another lifeguard in scuba gear was waiting underwater and jumped out of the filter tank and scared the bejesus out of me! Once I calmed down I thought it was pretty hysterical! My role could have been seen as pretty mundane - bathroom cleaning and towel folding - BUT I loved the people I worked with so much. I worshipped the lifeguards and swim coaches!

They kept me on my toes and in stitches all summer, so it’s still one of the best jobs I’ve ever had. I finally graduated to teaching swim lessons, with a focus on kids who did not swim at all and were afraid to go in the pool. Nothing was more rewarding than seeing someone do something they thought they could not, or actually loving something that used to scare them - like put their head underwater, dive off the blocks, or swim the butterfly stroke for a lap.

M7: Latane, you have always thrived on working with wicked smart people. How do you get the best out of them when there is a common notion that it’s difficult to make smart people work together?
LC: 
Talented people want to be able to do great work. Not the average, crank some blogs out or run an event, but truly cool and differentiated things. My job is to be a force field and ensure the team has the opportunity to try different things and do their best work. This means providing focus. A powerful focus tool we use is the V2MOM. V2MOM stands for Vision, Values, Methods, Obstacles, and Metrics. Vision is what you want to achieve. Ideally your vision makes everyone uncomfortably excited. Values are why it matters, what you believe, guiding principles for decision making. Methods are where the rubber meets the road and are the top things you will do to achieve the vision.

Under each method, it's key to detail out obstacles (so you can plan around them) and metrics so you know if the method is on track. What’s nice about the system is that it provides built-in planning and is time bound. So every quarter I get my team together and we revise our V2MOM. This builds consensus around the vision and how we are going to get there. Every method gets assigned an owner, which drives accountability. And we publically track the metrics weekly so everyone knows our progress. The interesting thing about the V2MOM is not what's on the V2mom but what is NOT on the V2MOM. Because the process requires hyper prioritization of what you are going to do in a given time period, it forces focus.

I’m pretty obsessed and love the V2MOM. I am happy to share more on how teams can adopt, implement, and use it.  In fact, maybe in my next life, I will be a V2mom consultant!


"Marketing is harder and harder these days because buyers want to remain anonymous."

M7: How does leveraging smart technologies like AI help marketers have an edge over others and achieve on-time targets?
LC:
We need every advantage we can get in order to be successful and AI provides that advantage. Marketing is harder and harder these days because buyers want to remain anonymous. In fact, 90 percent of B2B buying behavior is digital and anonymous. Buyers also buy in teams, so the buying journey and process is very fragmented across many people. According to Gartner, it’s typical for a buying team to have more than 10 people involved. Adding to that, buyers are resistant. Every member of the B2B buying team requires highly personalized multi-touch and multi-channel engagement to take a meeting.
But our current systems are built for known static data, which only 12% of marketers have confidence in.
Revenue-generating teams should look for platforms that allow them to uncover buyer behavior, particularly the anonymous behavior, so they can stop spending money, time, and energy on the accounts that aren’t even in-market. Instead, through AI and big data, that money, time and energy can be used to uncover their “dark funnel,” or the rich information that is being done on your company and/or solution in the dark. Next, they must prioritize. Look across behavior to determine and group buying teams. Look for changes in behavior over time to fully grasp which accounts are in-market, ready for an upsell, or have potential to churn. AI can deliver these insights with a high degree of accuracy so you can know when accounts are getting ready to open opportunities. Enabling you to focus your time, salespeople and BDRs on the BEST accounts. Once you have uncovered anonymous behavior and prioritized timing, it’s time to engage. Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines. It tells us the best time to use display ads vs. email vs a direct mailer and even triggers actions across channels. It also ensures we are personalizing appropriately so if someone has consumed the demo it offers them another piece of content so they aren’t served the demo AGAIN.  Based on their behavior, buying stage, persona, and company we can dynamically deliver the best experience. Teams that use this approach see unbelievable results and are beating out their competition with 40 percent more opportunities, 5x larger deals, and 1.5x faster cycle times.


"Engaging is about orchestrating multi-touch, multi-channel, highly personalized messages at scale. This is where AI really shines."

M7: How does 6sense’s Account Based Orchestration Platform help revenue teams to compete and win in the age of account-based buying?
LC:
I had my team do some research on the typical results b2b sales and marketing teams see from their efforts. The picture is not pretty. In fact EVERY minute:
- DOZENS of interested buyers will visit your website but only ONE will identify themselves.
- Your most important prospect will receive 2 NEW EMAILS. They will likely delete them both without opening.
- Your sales reps will spend ONE-QUARTER of their time on leads who have no intention to buy.
- Your BDR team will make just over 6 calls. They will book ZERO meetings.

No wonder marketing and sales teams get misaligned. This is not competing or winning.

Account Based Marketing is all the rage - It requires selecting the best accounts to go after, detailed insights into accounts and personas, highly personalized multi-channel engagement, alignment with sales, and the ability to track “real stuff” like increased engagement, pipeline, and revenue. ABM makes a lot of sense vs. traditional tactics that result in millions of unopened emails that get sent each year, thousands of dollars spent on swag at events that don’t lead to an opportunity, etc. However, the dirty little secret is that it’s impossible to scale without GREAT customer insights and orchestration capabilities. This is why you hear a lot about ABM pilots and not about ABM at scale.
6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action. 

6sense delivers ABM at scale by providing (at a click in an easy to use UI):
- an understanding of best accounts to go after based on your business objective, technographic, firmographic, and real-time behavioral information.
- insights into the key personas to engage, the topics they care about, and where they are in their buying stage.
- orchestrated engagement across tactics from email, to display ads, to direct mail.
- alerts for sales with relevant details like when to call, what to say, what accounts are doing anonymously/in the “dark funnel”, and what marketing activities are working.
- tracking and metrics around how campaigns perform, if new personas engage, if you influenced opportunities, and if you gained net new opportunities.

This means sales and marketing can get BACK to sales and marketing, aligning on a business objective, messaging, and the experience you want to deliver for prospects - one you can actually be proud of. One without useless forms, spam, and cold calls. And because our platform provides transparency, reduced mundane work, and competitive advantage, prospecting actually becomes fun!

M7: What is the “dark funnel” and how can marketers embrace that?
LC:
So, the dark funnel is all of the data, information, people, and research that is happening right now for our product or solution that we have no insights into. You have to zoom out and think about the complexity of this cycle and how it’s changed. First of all, B2B buyers want to remain anonymous for as long as possible and our trick to making them not anonymous was to have some sort of gated content or to maybe try to run them down at a trade show or scan them but that doesn’t work anymore. All of our systems are set up for contact or a lead which is one person. What we find now is buyers buying in these teams, so you have to be able to understand how one person on the team is interacting with another person, how to put them together and how their collective research and desires come together. And again, all of that’s happening anonymously. So, the dark funnel research just went from one person to ten peoples’ research.

The other challenge is, in order to engage with buyers because they get so much noise and are so inundated, in fact in B2B we send about 300 billion emails a year, there’s only 7.7 billion people in the world and that’s not even B2C, so that doesn’t mean they’re on pottery barn’s list. So, our email motion in being able to break out of the noise is incredibly difficult. Hence, we have to have more touches and more capabilities and all of those emails and things that we’re sending are all in this dark funnel, we don’t truly understand how they’re getting consumed. So what ends up happening is we as marketers have to do a lot of guessing in how we design our programs and how we engage with customers and when you can start to really shine a light on the dark funnel and understand that rich research and the buying team and most importantly understand where they are in their journey, understand the timing. Rather than spamming you can start to really personalize in engagement and experience based on what they care about, who they are and most importantly, where they are in the buying journey.


"6sense brings sales, business development, customer success, and marketing together on one platform that provides an unprecedented level of insights and the ability to take action."

M7: To what extent does having a deep insight into a prospect’s buying journey help marketers in sales conversion and closing deals?
LC: 
Marketing is hard, selling is harder, and being a business development rep is the HARDEST. Business Development Reps and AE’s are expected to make hundreds of calls and send tons of email a week, but how do they know the contacts they are calling on aren’t random? Are they even in-market? How do they know when the best time to call is or what to even discuss without knowing the contacts needs? With outbound efforts, BDR’s and AE’s want opportunities, not just activity, but they don’t have a good way to make the right connections with the right content in order to be successful.

To reduce turnover and give outbound sales teams the best chance of success, we have to give them insights, with a robust group of digital signals to show if an account is actually in-market to buy or beginning the early stages of research. And with potential buyers leaving a digital footprint in the form of intent signals across the internet, both known and anonymous interactions with your website, as well as thousands of other 3rd party sites, we can take the guesswork out of identifying which accounts to target and what topics or competitors those accounts are searching.

Deep insights from 6sense help marketing, sales, and BDRs understand where each account is in their buyer journey and focus efforts on those who are actively in-market or in the early stages of research for our product or service. This lets the sales team know the ideal time to engage and what the account is interested in, taking the conversation from a cold call to a productive, meaningful one, driving higher conversions, win rates, and average deal size.

M7: 6sense recently launched Account-Based External Media Campaigns Analytics. How is it enabling media campaign effectiveness?
LC: 
The days of a four martini lunch and a deal are long gone since buyers don't want to talk to sales until they are 70% through the journey. Because of this shift, B2B digital ad spend is projected to hit $6.08 billion this year. It is an effective way to reach buyers in target accounts if done strategically with insights and proper measurement.

This feature focuses on digital agencies and the brands they work with. They use 6sense and all the rich insights on behavior and keywords in their campaign planning. It enables them to micro-segment and take an audience first approach vs designing a campaign and then finding an audience, flipping the campaign planning process on its head. 6sense also allows agencies to compare campaigns across different channels - tracking reach, engagement, and influence of these campaigns on accounts they are targeting for their customers.
Innovative agencies are partnering with us to deliver for their customers and they are seeing high returns on their investment.

M7: What is your favorite quote?
LC: 
“Anything worth doing is worth overdoing.” - Mick Jagger

ABOUT 6SENSE

6sense’s Account Based Orchestration Platform helps revenue teams compete and win in the age of Account Based Buying by putting the power of AI, big data and machine learning behind every member of the B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data to focus on accounts in market, and engage resistant buying teams with personalized, omni-channel, multi-touch campaigns. 6sense helps revenue teams know everything they need to know about their buyers so they can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner, compete and win more often.

More C-Suite on deck

‘Advances in AI and Machine Learning are not scalable without proper data governance program in place’ says Peggy Tsai, Chief Data Officer at BigID

Media 7 | March 8, 2022

Peggy Tsai, Chief Data Officer at BigID talks about BigID’s data intelligence platform and its integrated applications. Read on to know more about her thoughts on GDPR compliance, the future data intelligence landscape and more in her latest interview with Media 7.

Read More

‘Data teams are critical in defining and driving business growth metrics’ says Gaurav Rewari, CEO of Mode.

Media 7 | March 4, 2022

Gaurav Rewari, CEO of Mode elaborates on his role as a CEO of Mode Analytics, the most comprehensive platform for collaborative Business Intelligence and Interactive Data Science. Read on to know more about his thoughts on digitization and Mode's brand-new visualization tool, Visual Explorer.

Read More

HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems

Media 7 | November 8, 2021

Brien Colwell, Co-Founder, and CTO at HeadSpin takes us through his journey from being a software engineer to building the world’s first Digital Experience AI Platform. Read on as he talks about Artificial Intelligence and how HeadSpin is helping organizations assure optimal digital experiences across mobile and web delivery channels.

Read More

‘Advances in AI and Machine Learning are not scalable without proper data governance program in place’ says Peggy Tsai, Chief Data Officer at BigID

Media 7 | March 8, 2022

Peggy Tsai, Chief Data Officer at BigID talks about BigID’s data intelligence platform and its integrated applications. Read on to know more about her thoughts on GDPR compliance, the future data intelligence landscape and more in her latest interview with Media 7.

Read More

‘Data teams are critical in defining and driving business growth metrics’ says Gaurav Rewari, CEO of Mode.

Media 7 | March 4, 2022

Gaurav Rewari, CEO of Mode elaborates on his role as a CEO of Mode Analytics, the most comprehensive platform for collaborative Business Intelligence and Interactive Data Science. Read on to know more about his thoughts on digitization and Mode's brand-new visualization tool, Visual Explorer.

Read More

HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems

Media 7 | November 8, 2021

Brien Colwell, Co-Founder, and CTO at HeadSpin takes us through his journey from being a software engineer to building the world’s first Digital Experience AI Platform. Read on as he talks about Artificial Intelligence and how HeadSpin is helping organizations assure optimal digital experiences across mobile and web delivery channels.

Read More

Related News

BUSINESS INTELLIGENCE, BIG DATA MANAGEMENT, DATA SCIENCE

Precisely Advances Leading Data Quality Portfolio, Providing Unparalleled Support to Customers on their Journey to Data Integrity

Businesswire | June 01, 2023

Precisely, the global leader in data integrity, today announced a series of innovations to its industry recognized data quality portfolio. The announcement underscores the company’s continued commitment to helping organizations on their path to data integrity - empowering data leaders and practitioners to better understand their data and ensure it is accurate, consistent, and contextualized for confident decision-making. Thousands of customers around the world rely on data quality solutions from Precisely for their best-in-class address validation and enrichment, sophisticated entity matching, financial reconciliation, and enforcement of data quality rules for their business. Integration with other Precisely solutions, including data governance, data observability, data integration, and data enrichment empowers customers to seamlessly address new use cases in their rapidly changing, data-driven world. With the latest product updates, Precisely has further enhanced capabilities in its well-known solutions, building upon decades of leadership in the data quality market: Precisely Spectrum Quality – now offers expanded capabilities for editing, visualizing, and interacting with graph data for use cases requiring a single view of critical data. It also supports the latest United States Postal Service (USPS) CASS™ Cycle O, allowing customers to benefit from improved address validation and matching to ensure accurate and efficient delivery of mail, and take advantage of reduced mailing costs. Starting in July, it will also provide the option to integrate Spectrum OnDemand directly with Precisely Property Graph – enabling users to understand the intricate relationships between addresses, parcel boundaries, building footprints and points of interest. Precisely Trillium – offers improved connectivity with double the number of supported data sources now available for Trillium Quality and Trillium Discovery customers. The updates enhance performance and enable data quality rules to be applied to data originating from sources such as Snowflake, Amazon Redshift, Google BigQuery, and SAP S/4HANA. Starting in July, support will also be available for USPS CASS™ Cycle O. Precisely Data360 – has been advanced with the option to integrate Data360 DQ+ with Spectrum OnDemand, allowing customers to validate emails and phone numbers, on top of being able to validate and geocode addresses using Spectrum’s well-known strengths. Several enhancements have also been made to Data360 Analyze to provide secure and easy access to Microsoft Azure Key Vault, and enable more efficient coding in Python. These new updates follow the recent announcement of the Precisely Data Integrity Suite’s new Data Quality service, which provides complementary benefits for users of Precisely data quality solutions including Spectrum Quality, Trillium Quality, Trillium Discovery, and Data360 DQ+. The new Data Quality service means customers can run data quality processes wherever data lives – including in the cloud. It also empowers them to harness additional value by seamlessly integrating with other Suite services, including Data Integration, Data Governance, Data Observability, and more. The announcement comes at a time when organizations are under more pressure than ever to execute on increasingly sophisticated data initiatives, requiring access to high levels of accurate, consistent, and contextualized data to achieve successful outcomes. In fact, new research1 from the Center for Business Analytics at Drexel University’s LeBow College of Business revealed data quality as the number one challenge for organizations (50%), as well as being the top priority (53%) for data leaders to address in 2023, with 66% of all respondents rating the quality of their organization’s data as average, low, or very low. “Advanced data programs ultimately rely on high-integrity data to achieve successful outcomes, and ensuring that your data is accurate, consistent, and contextualized is a critical step on the path to building that trust,” said Emily Washington, SVP – Product Management at Precisely. “We are proud to continue to evolve our unique blend of software, data, and strategic services to meet customers wherever they are on their data integrity journey and help them to stay agile in the dynamic market landscape.” Register for the new data quality webinar series to hear directly from Precisely product experts on how customers can take advantage of these latest updates. 1.2023 Data Integrity Trends & Insights Report, Center for Business Analytics at Drexel University’s LeBow College of Business in partnership with Precisely – full report coming June 2023 About Precisely Precisely is the global leader in data integrity, providing accuracy, consistency, and context in data for 12,000 customers in more than 100 countries, including 99 of the Fortune 100. Precisely’s data integration, data quality, data governance, location intelligence, and data enrichment products power better business decisions to create better outcomes. Learn more at www.precisely.com.

Read More

BIG DATA MANAGEMENT, DATA SCIENCE, MACHINE LEARNING

Snorkel AI Announces Third Annual Future of Data-Centric AI Conference

Businesswire | May 30, 2023

Snorkel AI, the data-centric AI platform company, today announced the agenda for Future of Data-Centric AI Conference 2023 (FDCAI). Now in its third year, FDCAI has established itself as the definitive community and conference for AI, bringing together thousands of data scientists, ML engineers, software developers, Fortune 500 organizations, AI-first companies, and academia under one roof to share best practices and the latest in AI innovation. Held on June 7-8, 2023, this year's virtual event will explore how to leverage new AI advances such as large language models (LLMs), foundation models, generative AI, programmatic labeling, weak supervision, prompting, synthetic data and more—all using data-centric AI workflows. "AI has seen an explosion of innovation in the last few months prompted by the fast rise of large language models,” said Devang Sachdev, VP of Marketing, Snorkel AI. “These advancements, while remarkable, also underscore the urgent need for adopting data-centric approaches to ensure high-quality data and effective AI development. This is why we started The Future of Data-Centric AI conference three years ago, and why we’re continuing to build on it today—to create a forum for the world’s AI innovators to discuss how to deploy AI in real-world settings.” FDCAI’s speaker line-up this year includes leading AI practitioners, researchers and academics from such companies as: Arista, Bank of America, Bloomberg, Capital One, Caterpillar, Comcast, Databricks, EY, Georgetown University CSET, Google, Harvard, Hugging Face, JP Morgan & Chase, Kaiser Permanente, Marsh, Mayo Clinic, Microsoft, Natwest and many others. Notable mentions include: DJ Patil, first U.S. Chief Data Scientist and General Partner, Greatpoint Ventures Emad Mostaque, Founder and CEO, Stability AI Yoav Shoham, Co-founder, AI21 Labs Matei Zaharia, Chief Technologist, Databricks Nurtekin Savas, Head of Enterprise Data Science, Capital One Gideon Mann, Head of ML Product and Research, Office of the CTO at Bloomberg LP. The sessions at this year’s conference will focus on the following areas: Data development techniques: programmatic labeling, active learning, weak supervision, data cleaning, and synthetic data augmentation. Enterprise use cases: predictive AI, generative AI, NLP, computer vision, conversational AI. AI development stack: AutoML, ML frameworks, no-code/low-code development. Foundation models/LLMs: fine-tuning, prompt engineering, prompt chaining, and enterprise adoption This year’s conference also features an AI poster competition with $15K in prizes and submissions from Argonne National Lab, Columbia University, Cornell University, Medidata, Stanford University, TitanML, University of Cambridge, University of Toronto, University of Utah and University of Wisconsin-Madison. The Future of Data-Centric AI conference is hosted by Snorkel AI in partnership with Gretel AI, Hugging Face, Lambda Labs, Microsoft, Predibase, Seldon AI, and Together. All the sessions are virtual and free to attend. For the full conference schedule or to register, visit: https://future.snorkel.ai/ About Snorkel AI Founded by a team spun out of the Stanford AI Lab, Snorkel AI makes AI application development fast and practical by unlocking the power of machine learning without the bottleneck of manually-labeled training data. Snorkel Flow is the first data-centric AI platform powered by programmatic labeling. Backed by Addition, Greylock, GV, In-Q-Tel, Lightspeed Venture Partners and funds and accounts managed by BlackRock, the company is based in Palo Alto. For more information on Snorkel AI, please visit: https://www.snorkel.ai/ or follow @SnorkelAI.

Read More

BIG DATA MANAGEMENT, DATA ARCHITECTURE, DATA SCIENCE

Census Announces GitLink to Bring Software Engineering Best Practices to Data Activation Workflows

Businesswire | June 01, 2023

Census, the leading Data Activation and Reverse ETL platform that syncs customer data from data warehouses to over 160 key business tools, today announced the launch of GitLink, a powerful Git integration that revolutionizes the way business data workflows are managed. With GitLink, Census empowers businesses to apply software engineering best practices to their customer data pipelines, ensuring governance, version control, testing, and peer review capabilities. “Traditionally, data integration solutions like Customer Data Platforms (CDPs) compromise governance and observability for user-friendliness,” said Jeff Sloan, Product Manager at Census. “We don’t think that tradeoff should exist. Our core belief is that your data activation workflows deserve the same care and attention as production-grade software.” The Census Data Activation platform uses Reverse ETL (extract, transform, load) to sync cloud data warehouses with business applications in real time, empowering businesses to unlock the full potential of their customer data. With Census, companies can seamlessly activate and sync customer data across various marketing and business tools, driving personalization, automation, and targeting. By combining the benefits of code and no-code approaches, Census bridges the gap between self-service and governance, enabling collaboration between marketers and data teams. Census GitLink syncs configuration bi-directionally between the user’s Census workspace and Git repository, empowering businesses to harness the full potential of data activation as code. Key features include: Data activation as code. Create, edit, and review Census SQL Models and Syncs directly in simple, well-defined YAML files. Bi-directional syncs. Easily make changes either in code or in the Census UI. Version control and seamless rollbacks. View all changes to your Census configuration, and roll back any mistaken changes with the power of Git. Automated integration testing. Census enables continuous integration (CI) checks on pull requests in your Git repository, and provides insight into what changes will occur in Census, or if any changes are invalid. Governance for every use case. Enable any approval flow your team needs. Fully govern any Census workspace in Git with view-only access controls + GitLink. Revolutionize your marketing and business operations with software engineering best practices. To learn more about Census GitLink, read the announcement here. About Census Census turns data warehouses into a hub for marketing and business operations, empowering everyone with trustworthy and actionable data from a single source of truth. With its Data Activation platform, powered by reverse ETL (extract, transfer, and load), data teams can validate and publish analytics directly into all their applications in real time. Hundreds of companies like Canva, Figma, Loom, and Notion use Census to sync billions of records to empower their customer success, sales, and marketing teams. Census is backed by Andreessen Horowitz, Insight Partners, Sequoia, and Tiger Global. For more information, visit www.getcensus.com or follow @census on Twitter.

Read More

BUSINESS INTELLIGENCE, BIG DATA MANAGEMENT, DATA SCIENCE

Precisely Advances Leading Data Quality Portfolio, Providing Unparalleled Support to Customers on their Journey to Data Integrity

Businesswire | June 01, 2023

Precisely, the global leader in data integrity, today announced a series of innovations to its industry recognized data quality portfolio. The announcement underscores the company’s continued commitment to helping organizations on their path to data integrity - empowering data leaders and practitioners to better understand their data and ensure it is accurate, consistent, and contextualized for confident decision-making. Thousands of customers around the world rely on data quality solutions from Precisely for their best-in-class address validation and enrichment, sophisticated entity matching, financial reconciliation, and enforcement of data quality rules for their business. Integration with other Precisely solutions, including data governance, data observability, data integration, and data enrichment empowers customers to seamlessly address new use cases in their rapidly changing, data-driven world. With the latest product updates, Precisely has further enhanced capabilities in its well-known solutions, building upon decades of leadership in the data quality market: Precisely Spectrum Quality – now offers expanded capabilities for editing, visualizing, and interacting with graph data for use cases requiring a single view of critical data. It also supports the latest United States Postal Service (USPS) CASS™ Cycle O, allowing customers to benefit from improved address validation and matching to ensure accurate and efficient delivery of mail, and take advantage of reduced mailing costs. Starting in July, it will also provide the option to integrate Spectrum OnDemand directly with Precisely Property Graph – enabling users to understand the intricate relationships between addresses, parcel boundaries, building footprints and points of interest. Precisely Trillium – offers improved connectivity with double the number of supported data sources now available for Trillium Quality and Trillium Discovery customers. The updates enhance performance and enable data quality rules to be applied to data originating from sources such as Snowflake, Amazon Redshift, Google BigQuery, and SAP S/4HANA. Starting in July, support will also be available for USPS CASS™ Cycle O. Precisely Data360 – has been advanced with the option to integrate Data360 DQ+ with Spectrum OnDemand, allowing customers to validate emails and phone numbers, on top of being able to validate and geocode addresses using Spectrum’s well-known strengths. Several enhancements have also been made to Data360 Analyze to provide secure and easy access to Microsoft Azure Key Vault, and enable more efficient coding in Python. These new updates follow the recent announcement of the Precisely Data Integrity Suite’s new Data Quality service, which provides complementary benefits for users of Precisely data quality solutions including Spectrum Quality, Trillium Quality, Trillium Discovery, and Data360 DQ+. The new Data Quality service means customers can run data quality processes wherever data lives – including in the cloud. It also empowers them to harness additional value by seamlessly integrating with other Suite services, including Data Integration, Data Governance, Data Observability, and more. The announcement comes at a time when organizations are under more pressure than ever to execute on increasingly sophisticated data initiatives, requiring access to high levels of accurate, consistent, and contextualized data to achieve successful outcomes. In fact, new research1 from the Center for Business Analytics at Drexel University’s LeBow College of Business revealed data quality as the number one challenge for organizations (50%), as well as being the top priority (53%) for data leaders to address in 2023, with 66% of all respondents rating the quality of their organization’s data as average, low, or very low. “Advanced data programs ultimately rely on high-integrity data to achieve successful outcomes, and ensuring that your data is accurate, consistent, and contextualized is a critical step on the path to building that trust,” said Emily Washington, SVP – Product Management at Precisely. “We are proud to continue to evolve our unique blend of software, data, and strategic services to meet customers wherever they are on their data integrity journey and help them to stay agile in the dynamic market landscape.” Register for the new data quality webinar series to hear directly from Precisely product experts on how customers can take advantage of these latest updates. 1.2023 Data Integrity Trends & Insights Report, Center for Business Analytics at Drexel University’s LeBow College of Business in partnership with Precisely – full report coming June 2023 About Precisely Precisely is the global leader in data integrity, providing accuracy, consistency, and context in data for 12,000 customers in more than 100 countries, including 99 of the Fortune 100. Precisely’s data integration, data quality, data governance, location intelligence, and data enrichment products power better business decisions to create better outcomes. Learn more at www.precisely.com.

Read More

BIG DATA MANAGEMENT, DATA SCIENCE, MACHINE LEARNING

Snorkel AI Announces Third Annual Future of Data-Centric AI Conference

Businesswire | May 30, 2023

Snorkel AI, the data-centric AI platform company, today announced the agenda for Future of Data-Centric AI Conference 2023 (FDCAI). Now in its third year, FDCAI has established itself as the definitive community and conference for AI, bringing together thousands of data scientists, ML engineers, software developers, Fortune 500 organizations, AI-first companies, and academia under one roof to share best practices and the latest in AI innovation. Held on June 7-8, 2023, this year's virtual event will explore how to leverage new AI advances such as large language models (LLMs), foundation models, generative AI, programmatic labeling, weak supervision, prompting, synthetic data and more—all using data-centric AI workflows. "AI has seen an explosion of innovation in the last few months prompted by the fast rise of large language models,” said Devang Sachdev, VP of Marketing, Snorkel AI. “These advancements, while remarkable, also underscore the urgent need for adopting data-centric approaches to ensure high-quality data and effective AI development. This is why we started The Future of Data-Centric AI conference three years ago, and why we’re continuing to build on it today—to create a forum for the world’s AI innovators to discuss how to deploy AI in real-world settings.” FDCAI’s speaker line-up this year includes leading AI practitioners, researchers and academics from such companies as: Arista, Bank of America, Bloomberg, Capital One, Caterpillar, Comcast, Databricks, EY, Georgetown University CSET, Google, Harvard, Hugging Face, JP Morgan & Chase, Kaiser Permanente, Marsh, Mayo Clinic, Microsoft, Natwest and many others. Notable mentions include: DJ Patil, first U.S. Chief Data Scientist and General Partner, Greatpoint Ventures Emad Mostaque, Founder and CEO, Stability AI Yoav Shoham, Co-founder, AI21 Labs Matei Zaharia, Chief Technologist, Databricks Nurtekin Savas, Head of Enterprise Data Science, Capital One Gideon Mann, Head of ML Product and Research, Office of the CTO at Bloomberg LP. The sessions at this year’s conference will focus on the following areas: Data development techniques: programmatic labeling, active learning, weak supervision, data cleaning, and synthetic data augmentation. Enterprise use cases: predictive AI, generative AI, NLP, computer vision, conversational AI. AI development stack: AutoML, ML frameworks, no-code/low-code development. Foundation models/LLMs: fine-tuning, prompt engineering, prompt chaining, and enterprise adoption This year’s conference also features an AI poster competition with $15K in prizes and submissions from Argonne National Lab, Columbia University, Cornell University, Medidata, Stanford University, TitanML, University of Cambridge, University of Toronto, University of Utah and University of Wisconsin-Madison. The Future of Data-Centric AI conference is hosted by Snorkel AI in partnership with Gretel AI, Hugging Face, Lambda Labs, Microsoft, Predibase, Seldon AI, and Together. All the sessions are virtual and free to attend. For the full conference schedule or to register, visit: https://future.snorkel.ai/ About Snorkel AI Founded by a team spun out of the Stanford AI Lab, Snorkel AI makes AI application development fast and practical by unlocking the power of machine learning without the bottleneck of manually-labeled training data. Snorkel Flow is the first data-centric AI platform powered by programmatic labeling. Backed by Addition, Greylock, GV, In-Q-Tel, Lightspeed Venture Partners and funds and accounts managed by BlackRock, the company is based in Palo Alto. For more information on Snorkel AI, please visit: https://www.snorkel.ai/ or follow @SnorkelAI.

Read More

BIG DATA MANAGEMENT, DATA ARCHITECTURE, DATA SCIENCE

Census Announces GitLink to Bring Software Engineering Best Practices to Data Activation Workflows

Businesswire | June 01, 2023

Census, the leading Data Activation and Reverse ETL platform that syncs customer data from data warehouses to over 160 key business tools, today announced the launch of GitLink, a powerful Git integration that revolutionizes the way business data workflows are managed. With GitLink, Census empowers businesses to apply software engineering best practices to their customer data pipelines, ensuring governance, version control, testing, and peer review capabilities. “Traditionally, data integration solutions like Customer Data Platforms (CDPs) compromise governance and observability for user-friendliness,” said Jeff Sloan, Product Manager at Census. “We don’t think that tradeoff should exist. Our core belief is that your data activation workflows deserve the same care and attention as production-grade software.” The Census Data Activation platform uses Reverse ETL (extract, transform, load) to sync cloud data warehouses with business applications in real time, empowering businesses to unlock the full potential of their customer data. With Census, companies can seamlessly activate and sync customer data across various marketing and business tools, driving personalization, automation, and targeting. By combining the benefits of code and no-code approaches, Census bridges the gap between self-service and governance, enabling collaboration between marketers and data teams. Census GitLink syncs configuration bi-directionally between the user’s Census workspace and Git repository, empowering businesses to harness the full potential of data activation as code. Key features include: Data activation as code. Create, edit, and review Census SQL Models and Syncs directly in simple, well-defined YAML files. Bi-directional syncs. Easily make changes either in code or in the Census UI. Version control and seamless rollbacks. View all changes to your Census configuration, and roll back any mistaken changes with the power of Git. Automated integration testing. Census enables continuous integration (CI) checks on pull requests in your Git repository, and provides insight into what changes will occur in Census, or if any changes are invalid. Governance for every use case. Enable any approval flow your team needs. Fully govern any Census workspace in Git with view-only access controls + GitLink. Revolutionize your marketing and business operations with software engineering best practices. To learn more about Census GitLink, read the announcement here. About Census Census turns data warehouses into a hub for marketing and business operations, empowering everyone with trustworthy and actionable data from a single source of truth. With its Data Activation platform, powered by reverse ETL (extract, transfer, and load), data teams can validate and publish analytics directly into all their applications in real time. Hundreds of companies like Canva, Figma, Loom, and Notion use Census to sync billions of records to empower their customer success, sales, and marketing teams. Census is backed by Andreessen Horowitz, Insight Partners, Sequoia, and Tiger Global. For more information, visit www.getcensus.com or follow @census on Twitter.

Read More