Ernst & Young LLP (EY US) announced its second Consumer Products and Retail Executive Pulse, highlighting the pressure that CPG and retail leaders are under to showcase AI proficiency, with a continued focus on technology modernization and innovation investment and identifying new levers for growth.

The Pulse surveyed over 250 US executives in the retail and CPG industries and found that 74% of leaders consider their companies to be AI mature (rating themselves a 4 or 5 out of 5). However, the anxiety surrounding the pace of AI coupled with where companies are from an investment standpoint may call that perspective into question. Fifty-two percent still note that the rapid introduction of new and emerging technology keeps them at night. Plus, strategic investments are ramping up as 47% of executives plan to increase investments in GenAI or ML next year, up from 31% from the Pulse at the end of 2023.

“AI’s incredible opportunity offers CPG and retail executives the ability to mine data, create new efficiencies and streamline operations in ways never before imagined, and at the same time drive new paths to growth and innovation. However, AI and GenAI technologies are still emerging. Although investment in this area can create differential value, progress can’t happen overnight,” said Rob Holston, EY Americas Consumer Products Sector Leader.

“We’re still seeing many brands and retailers in the use case testing phase, and they have to balance the pressure for progress with the reality of the journey to a responsible, strategic, and long-term AI agenda,” continued Mark Chambers, EY Americas Retail Sector Leader.

Also Read: How AI Can Enhance, Not Replace, Customer Experience

The use cases for AI are compelling. Of the retailers and brands navigating shrink challenges, 41% say AI and enhanced predictive analytics are the most effective solution, more than any other prevention method. Further, one in three (33%) executives are using AI to drive more personalization in the customer experience and improve decision support across forecasting and scenario planning and for customer service chatbots. However, the opportunity to embed AI to accelerate the strategic agenda could be even bigger.

Additional findings from the Pulse include:

As profitability and margin pressures persist as the top source of anxiety (53%), leaders look to supply chains as a source of value.

The supply chain continues to take center stage, and leaders, especially at CPG companies, understand the value it will bring to their organizations. 47% of CPG leaders think supply chain transformation will create the most value at their organizations in the next six to 12 months, compared to only 27% of retail executives. At the same time, when asked the top three areas they plan to invest most, supply chain operations (21%) fall out of the running for CPG leaders, falling behind inventory loss (43%), talent (40%), technology (36%), D2C (34%) and more. While the supply chain can help drive and improve cost optimization in the short term, with 45% of CPG leaders saying they are trying to create a more efficient supply chain, it’s also important to think about the long-term, where supply chain can be leveraged as an integral growth driver.

“Historically, the supply chain has been viewed as a lever to take cost out of the business for many CPG leaders,” says Holston. “But supply chain transformation represents a considerable growth opportunity as companies look to drive increased volumes, innovate and open new revenue streams.”

Cost optimization has been a high priority for retail and CPG companies for years, but we’re seeing companies pivot from cost to growth.

Investing more in revenue growth opportunities is at the top of CPG companies’ (57%) and retailers’ (43%) approaches to responding to the current economic environment. 66% of CPG and retail leaders plan to invest significantly in alternative revenue streams in the next two to three years.

Also Read: Jonathan Moran on the Future of MarTech: AI, Data Privacy, and Emerging Trends

You can’t talk AI without talking data.

Leaders are doubling down on data to drive profit and create customer loyalty. Forty-two percent of executives believe the shift to online shopping has impacted their business strategy by adding more rigor and investment in consumer data. However, regarding data, security must remain at the top of the mind, with 25% of leaders increasing investments in cybersecurity and 31% agreeing that data security matters most for the consumer experience in 2024.

“Retailers understand the immense value and potential of consumer data to drive customer lifetime value. However, an ongoing paradox remains. Consumers are still hesitant, in some cases, when it comes to the safety of data sharing,” says Chambers. “With data powering everything from inventory and merchandising to store and e-commerce experiences as well as the technology and AI applications that enable them, the companies coming out ahead can capitalize on data without risking consumer trust.”

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With marketing budgets under scrutiny, CMOs must ensure their strategies are geared toward growth. Yet, the best approach isn’t always clear in an age of intense competition and channel fragmentation. According to a recent Kantar report, brand equity could be the key to unlocking the way forward.

“One of the distinctions of the brand blueprint that we’ve created…is it looks across years’ worth of data. So when you look at brand growth, you truly can understand before, middle, and after, which helps you come up with a prescription for the right methods to drive brand growth,” said James Potter, chief brand solutions officer at Kantar North America.

Kantar’s “Blueprint For Brand Growth” report divided the data into two buckets: attitudinal and purchase. The attitudinal bucket included 5.4 billion data points, encompassing 21,000 brands, 540 categories, and 54 markets. The purchase bucket included 1.1 billion data points, encompassing 20,000 brands, 100 categories, and 25 markets. The data was collected over ten years.

The findings suggest a three-pronged approach to brand growth: predisposing more consumers to a brand, being more present in the consumer lifecycle, and exploring new spaces for growth.

Finding meaning (and difference)

According to the research, market penetration remains at the heart of brand growth. However, reaching more target consumers is easier said than done. With more options available to consumers, making a brand stand out is key. Meaningful differentiation pays off even more, with five times the market penetration today than those who have not meaningfully differentiated themselves.

Meaningful differentiation boils down to building stronger emotional and functional connections with consumers. Building this difference can help predispose consumers to a brand, thus increasing purchase intent. Brands that consumers are more predisposed to have nine times higher volume shares of the market, two times higher price paid, and four times the likelihood of value share or making more money than the competition from a product.

“Being meaningful is addressing your consumer…if you’re meaningful to the right consumers, the right buyers, that’s going to set you up for success,” said Potter.

One key way brands can build meaningful differentiation is by being present across all the places where buying choices are made, from searches to websites to physical store shelves. Brands that are consistently present attracted seven times the number of buyers than brands that are present at just half of purchasing occasions.

Also Read: Salesforce in Advanced Talks to Buy Informatica

Taking up space

Expanding into new markets is one of the easiest ways to reach new consumers. Another way is to find additional uses for existing products. According to the research, brands that can find new uses for their products have twice the chance for growth compared to other brands. Additionally, those who increase the use of a brand by 10% can drive 17% growth.

However, pushing into new spaces takes both time and effort. Proven methods include meaningful and differentiating innovation, expanded distribution, and communication.

“You can imagine extending into new categories like Dove moving from soap into health care, skin care because they had a product and a reputation and brand that could extend properly,” said Potter.

The post Brand Growth Drivers: Insights from the Data appeared first on MartechView.

Today, B2B social media hub LinkedIn introduced LinkedIn CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns.

Advertisers can add CTV to their LinkedIn campaigns through a network of partners, including Paramount, Roku, and Samsung Ads.

In addition to LinkedIn’s self-service Campaign Manager, the company also offers a managed offering, LinkedIn Premiere, through its partnership with NBCUniversal.

Why we care. CTV is a growing channel for many marketers, including B2B businesses. As part of the rationale for introducing CTV, LinkedIn cited a study from Demandbase that found 90% of B2B marketers who used it in 2023 believed it helped reach customers.

Building on video. “LinkedIn CTV, including LinkedIn Premiere in partnership with NBCUniversal, builds on our suite of video solutions that help our customers reach their key audiences across our community of 1 billion members,” a LinkedIn representative told MarTech. “Since only 5% of buyers are in market for a new purchase at any given time, it’s important for B2B marketers to consistently engage with their audiences to ensure their brand is memorable when it’s time to buy. We launched LinkedIn CTV to help our customers continue to reach and engage new audiences across streaming television content.”

Getting started. Marketers who have created a video ad simply log into Campaign Manager and choose an objective. They can either select a CTV-only campaign or launch a multichannel campaign to boost brand awareness.

Marketers can then choose a target audience among English-speaking decision-makers in the U.S. and Canada, as found on LinkedIn. Advertisers can choose attributes for their target like company size, seniority and interests.

Advertisers then set a budget for their campaign and determine when they want it to run.

Also Read: Don’t Worry, Links Are Here to Stay

Measurement. In addition to native reporting on the site, LinkedIn partnered with Kantar for objective lift studies and with iSpot to provide advanced audience measurement. The iSpot partnership allows B2B marketers to measure campaign effectiveness across platforms, including on linear and CTV.

Driving results. “Customers can use native reporting in Campaign Manager, like Performance Summary Report, Revenue Attribution Report, Conversions API and our new CTV Brand Lift test to measure their success using metrics like reach, conversion rates and video completion rates,” the LinkedIn representative told us. “Additionally, customers can retarget members who viewed their video ad with additional campaigns and formats, like lead gen forms and Document Ads, to drive measurable results at any stage throughout the purchase cycle.”

Live Event Ads. LinkedIn has also introduced live event ads to help B2B marketers promote live events. This global offering allows marketers to boost registration and engage prospects before, during and after live virtual events.

The post LinkedIn Introduces CTV Ads for B2B Campaigns appeared first on MartechView.

A recent Lokker report states that an increasingly complex privacy landscape presents several challenges.

The post Privacy Tools Fall Short: Here’s What the Numbers Say appeared first on MartechView.

A change to the Google algorithm, where backlinks are no longer a ranking factor, is the stuff of nightmares for anyone working in digital PR.

You’ve sold your c-suite and marketing team the dream — campaigns to drive the company’s website up the search engine results pages (SERPs) by generating links from high-quality referring domains. Then, almost overnight, it looks like an algorithm change will undo all your hard work.

Fortunately, this kind of scenario is unlikely ever to become a reality because links that genuinely enhance the user experience and build credibility and trust will always deliver value to humans and search engines — just as Harvard referencing (or its equivalents) does in academic articles.

Admittedly, it might still feel risky to stake a big part of your campaigns on links when Google makes thousands of annual updates. Of course, we must stay ahead of the latest changes and adapt our tactics accordingly. That’s been the case since link building became integral to SEO in the ‘90s. But I can say with confidence that links are here to stay.

Because when you create great campaigns that resonate with the public and are underpinned by rigorous research, a journalist exercising their editorial control will be more likely to publish your content. Google knows this, so as you start to build links from relevant news sites with a good domain rating (DR) you should start to notice a difference in your SERPS.

Also Read: Brand Profile: Buffer – From Startup Rollercoaster to Social Media Leader

Glass ceiling

Often, clients come to us when they cannot break into the top spots on Google.

They’ve done everything right on paper: internal link building, keyword-driven content, and technical improvements, but are hitting a glass ceiling.

This is where external links can make a difference, especially regarding the most competitive keywords. Sites in the top three positions attract the most clicks, so it should become a virtuous circle – with your site consistently ranking higher because people are linking to it and clicking on it.

It comes back to credibility and trust – encapsulated by the EEAT acronym (Experience, Expertise, Authoritativeness, and Trustworthiness). Google wants to present the most useful and relevant content to users, and earned backlinks are a clear sign that your site meets these criteria.

Brand and reputation are everything

Old-style link building was normally limited at best – and at worst dubious. Digital PR is so powerful because it’s firmly rooted in brand PR.

We understand what works well (and what will flop) in the news because many of us have worked or been trained in brand PR or journalism. From artificial intelligence to Love Island, we know what will get people talking in the office or pub with their friends. We follow the news cycle and journalist requests closely so we can be both proactive and reactive in supplying content.

Importantly, we also know that reputation and public sentiment are critical to a business – just as any brand PR professional does. So, while our campaigns are usually one step removed from the product, they are still relevant and never damaging to the brand.

Similarly, when it comes to data-led stories, we know that our sources and methodology must stand up to scrutiny from journalists and readers. Tactics like these mean we regularly secure both coverage and links in coveted national publications like Sky News, the Financial Times, and the Telegraph, to name but a few.

Performance improvements

Clients often ask us how long it will take to see a difference in SERPs.

Every website and business is different, but with a combined focus on digital PR, on-page content, and technical optimization, you should see results in around six to 12 months. Your brand should be rewarded with greater visibility when Google sees you achieving these ‘quality votes’ — and, in the meantime, the coverage generated will help to raise brand awareness and position your people as thought-leaders in their industry.

Links might come in thick and fast or in a slow trickle. You’d also be surprised how often you continue to see external links coming through months after you’ve completed a campaign. As long as the content is still relevant, it can remain a trusted source for journalists.

Also Read: How to Decode Customer Data Platform Pricing

Although links are valuable in any industry, they’re particularly important in ones where high levels of trust are needed for customers to purchase, whether the brand is B2B or B2C. We’ve seen that for ourselves in sectors like financial services and health, particularly when competition for keywords is high.

For instance, our campaigns enabled one firm of local financial advisors to achieve a national reach thanks to more than 50 referring domains from sites like the Financial Times and 171% in clicks from searches of target keyword topics.

Debates about the value of links will be ongoing, but it’s difficult to see why Google would downgrade them.

They will likely become even more important as generative AI continues to be used to produce content of varying quality. You only have to look at Google’s latest helpful content guide to see how important it is to create people-first, well-researched, and trustworthy content. Without links, that simply wouldn’t be possible.

Find out more about digital PR services at Tank and how it fits in with its wider service offering.

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Mobile advertising underwent an upheaval when Apple enabled the deprecation of the device identifier a couple of years ago. “We already lost about 50% of the ecosystem,” said Itai Cohen, SVP of marketing and strategy at Digital Turbine. Now, Privacy Sandbox for Android is coming down the road.

Digital Turbine, a programmatic and bespoke mobile advertising platform, has been around since 1998 (it started out as Mandalay Digital). It’s original mission was to work with mobile carriers and device manufacturers to develop an infrastructure to support a mobile app economy. “We help mobile device manufacturers and carriers interact with the entire app economy,” said Cohen. “All of this pertains to Android specifically because iOS has always been this walled garden and closed hardware/software ecosystem where Android has been more open, putting us in a position to become familiar with the Android OS.”

More recently, Digital Turbine has developed a brand- and agency-facing business to support a range of ad campaigns, not just the install-app campaigns that were its bread and butter.

What did the loss of the identifier mean?

“App marketing was single-threaded on the device identifier,” said Cohen. “Companies that do app marketing would collect vast knowledge of the user, not so much in the areas of data that would create privacy concerns for the average consumer. An app developer doesn’t care whether it’s Itai or Kim: What is your propensity to click on an ad and complete an in-app purchase?”

The relatively small number of users who complete those purchases are paying for the ecosystem for the rest of us. Cohen explained that knowing the users’ propensity to spend is incredibly valuable, and tying that to an identifier in an auction allows aggressive bidding against those users.

Losing the device identifier meant losing two things: The database becomes far less useful for gauging the right level of bidding, and attribution becomes highly problematic. “Once you can’t close the loop between purchase and user acquisition spend, measuring marketing efficacy is significantly hindered.”

Also Read: Google SGE Threatens Brand Search: Study

Privacy Sandbox: Implications for mobile advertising

Most discussions of Google’s Privacy Sandbox proposals have focused on what they mean for the Chrome browser. After all, it’s Chrome’s deprecation of cookies that has seemed to be the motivating force for the Sandbox and proposals like Topics and Protected Audiences. However, it raises significant issues for mobile marketing, too.

Privacy Sandbox for Android will deprecate identifiers just as iOS already has. “Privacy Sandbox is introducing APIs and solutions that remove the Android Advertising ID, a unique identifier at device level consistent across all apps on that device.” It will be possible to reset the ID, but Cohen expects only a minority of tech-savvy users to do that. Consent is easier on iOS, but consent rates are still below 20%.

“One thing to think about,” said Cohen, “is that this brings the app and web ecosystems a step closer. The digital advertising ecosystem evolved on the web well before app stores. The technological divide [between the web and apps] made it quite hard to apply the same solutions. Privacy Sandbox maybe takes us a step toward bridging that divide.”

One big difference is that, in the web environment, just about everything happens in the cloud. Apps are software published in a store and downloaded to individual devices. “We can both have the same app on our device, but completely different versions if there has been an update between you downloading it and me downloading it,” said Cohen.

This means fundamental differences in implementing Privacy Sandbox for web and app, even though the APIs are consistent. “Topics, for example, are more holistic and will help bridge the divide. Some other components are inherently different. A prime example would be SDK Runtime, a component of Android Privacy Sandbox that takes the software development kits bundled inside the app and is responsible for measurement and advertising.”

Unbundling the SDKs

Until now, these pieces of code were integrated into the app. As a component of Privacy Sandbox, SDK Runtime now unbundles SDKs from the app that hosts them. “It puts new restrictions on how SDKs and apps and other SDKs can interact,” said Cohen. This is based on the premise of limiting SDK access to data; it’s more privacy-centric for the user.

“However,” Cohen continued, “as you can imagine, that creates substantial complications for executing advertising campaigns inside of apps.” Web technology, Cohen said, is relatively simple in comparison. “When the IAB pushes back on Chrome Privacy Sandbox and says, ‘This is hard to implement’ — come on, guys, it’s far simpler than what we’ll have to do on the mobile side.”

Cohen sees more of a challenge for companies with omnichannel offerings, especially on the demand side, than fundamentally browser-first or mobile-first companies. “The Trade Desk, to serve their customers, is omnichannel. They would have CTV, web, and app inventory that they are looking to buy. They must comply with these environments under the new privacy frameworks.”

An even heavier lift will be required of those companies closer to the device, those on the supply side. “For a company like ours with a mobile exchange, the heavy lift is translating the new privacy-centric signal into something digestible for a DSP that does not have a direct technological link to the device itself,” Cohen said.

Google’s active dialogue

Cohen explained that Google’s approach to mobile privacy differs greatly from Apple’s. “That’s why it’s taking longer, why it’s more iterative, and why we’re seeing it pushed back again and again. They’ve been engaged in an active dialogue — costing Google a lot of money — and I think that’s why they had such a harsh response to the IAB’s report. ‘We’ve been playing nicely with you and this is what we get?’”

Google has Search and YouTube. Does it care about app advertising? “Google cares deeply,” Cohen said. “Google owns the Play store. By and large, Google collects a 30% fee for any in-app purchase on the Google Play store. That has generated north of $40 billion and a 70% margin for Google just last year.”

The post Google’s Privacy Sandbox Impact on Apps appeared first on MartechView.

According to a new Authoritas analysis, there will be “some erosion of current traffic levels” from brand-related terms due to Google’s Search Generative Experience.

Why we care: Google announced it is rolling out SGE to users who don’t opt into Search Labs under the name of AI overviews. We’re still in the dark about how large of an impact the AI-generated answers will have on organic traffic. As Authoritas put it in their analysis, “These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Google SGE is displayed for 91.4% of all search queries. Only 8.6% of keywords in this analysis did not have an AI-generated response.

Quora is doing well in SGE. Question-and-answer site Quora finished “in the top 20 performing generative domains in 11 of 15 categories,” according to Authoritas.

Wikipedia was another winner, appearing in the top 20 for every category – including being the top or second-best performing domain in 11 categories examined.

SGE links. On average:

• 10.75 links appeared in SGE answers.
• 4.3 unique domains were featured per answer.
• 62% of generative links came from sources outside the top 10 ranking organic domains.
• 20.1% of generative URLs directly matched a page 1 organic URL and 17.9% showed a different URL from the same organic ranking domain.

PPC ads. Just over 50% of keywords had paid search ads. Those ads appear above SGE 51% of the time and beneath 49% of the time, on average. Here’s a chart showing a more nuanced breakdown by industry:

Shopping Ads, meanwhile, appear below SGE 64% of the time, on average.

About the Analysis. It examined 2,900 keywords for 251 prominent U.S. brands across 15 industry verticals. You can read it here: SGE Research Study – The Impact of Google Search Generative Experience on Brand and Product Terms.

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unitQ, the leader in Quality Automation, announced a major milestone today — enhancements to unitQ that empower organizations to view and analyze real-time user feedback alongside behavioral analytics data.

While unitQ already provides organizations with AI-driven, real-time actionable insights into what their users are saying in real-time across all user feedback channels, our latest milestone empowers our customers with real-time actionable insights about how their customers use their products and services.

This first-of-its-kind unified approach helps organizations identify correlations between user behavior and user feedback, providing an even deeper understanding of customers’ needs and preferences. unitQ becomes even more powerful when integrated with product analytics software like Amplitude by further breaking down the walls between product, engineering, and customer experience teams.

Understanding User Behavior

Integrating product analytics with unitQ solves a big problem for organizations — understanding what drives user behavior with detailed insights into product usage patterns and performance metrics, from conversion paths to drop-off points.

“Capturing user actions with Amplitude, in combination with user-feedback platform unitQ, empowers businesses to understand how their customers use their products and where there are friction points across the user journey,” says Brandon Khoo, Amplitude’s Project Manager. “This combination gives product, engineering, and customer experience leaders bi-directional feedback to build products informed by what users say and their actions, increasing both customer satisfaction and the effectiveness of product roadmaps.”

unitQ’s Latest Inventions, Enhancements

The rollout of the unitQ-Amplitude integration follows a spate of unitQ innovations and product advancements.

Among them, they include:

• The debut of unitQ’s advanced AI-powered software to instantly transcribe organizations’ call center recordings, customer surveys and conversation bots — data that is transformed into real-time actionable insights to empower businesses to automate and elevate their product quality.
• The introduction of unitQ GPT; unitQ GPT is the world’s first generative AI engine for measuring the quality of an organization’s products, services and experiences and harnesses unitQ’s proprietary AI models to extract instant meaning from support tickets, surveys, app reviews, social media posts and product engagement data so organizations can connect the dots between what users say and do in real time.
• Engineering root cause analysis (RCA) coupled with unitQ GPT empowers engineering teams to quickly identify and address the root causes of user-reported issues. This AI-driven approach not only streamlines the RCA process but also ensures that user feedback is central to product development and improvement strategies.

With our unitQ-Amplitude integration, organizations can easily identify the correlation of product quality issues and the impact on any defined cohort — a group of users with shared characteristics. Simply ask unitGPT a question and get immediate answers based on granularly categorized, AI-driven user insights.

• What cohort of users have churned the most and why?
• What cohort of users tried a new feature and why?
• What are my power users saying about our latest feature or beta?
• What cohort of users are most likely to churn and why?
• What features do inactive users like and dislike, and what bugs do they want fixed?
• What features can we implement to upsell customers?
• What user actions are good for engagement, improving conversion?
• What user actions are not good for engagement, hindering conversion?

“The use of advanced AI solutions like unitQ GPT in tandem with product analytics software such as Amplitude is setting a new standard for product quality by offering greater possibilities for companies to understand their customers to deliver exceptional experiences,” says Christian Wiklund, unitQ CEO.

Seamlessly Connect Amplitude to unitQ

Our Amplitude integration connects seamlessly with unitQ. We have a growing number of out-of-the-box integrations and are always adding more. Contact unitQ if you want to integrate a product analytics tool or other user-feedback data source not on our growing roster.

unitQ integrates with any product analytics software or user-feedback data source with our easy-to-use enrichment API.

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Nielsen, a global audience measurement, data, and analytics company, announced a multi-year extension of an agreement with Nexstar Media Group, Inc., to provide Local and National TV measurement services across Nexstar’s media businesses, including The CW Network, NewsNation, Antenna TV, and 200 owned or partner television stations in 116 local markets across the country. Under the terms of the agreement, Nielsen will continue to be a preferred Nexstar provider of currency-grade TV audience data.

“Nexstar is a valued, long-standing customer, and we’re proud to continue to serve as one of its preferred providers of audience data and ad measurement,” said Amilcar Perez, Chief Revenue Officer, Nielsen. “Nielsen’s unique mix of unrivaled data science expertise paired with our comprehensive measurement sets us apart from other providers. We remain committed to bringing the industry and our customers data they can trade on with confidence.”

“We are pleased to extend our relationship with Nielsen and are excited about the potential for Nielsen’s Big Data + Panel measurement solution to more accurately measure all the places where consumers engage with Nexstar’s valuable content – over the air, via cable and satellite, over-the-top, online and out-of-home,” said Michael Strober, Nexstar’s Chief Revenue Officer. 

Nexstar will continue to leverage a comprehensive suite of Nielsen’s Local, National & Digital solutions including Over the Top (OTT) measurement, cross-media measurement via Nielsen ONE Ads, Digital Content Ratings (DCR), Digital in TV Ratings (DTVR), Scarborough, Rhiza and Grabix – which all provide important audience insights.

Nielsen is continuously working to evolve its measurement services to provide a comprehensive view of the fragmented viewing landscape. In reaching this agreement, Nexstar, as well as all Nielsen customers, have access to Nielsen’s Big Data + Panel measurement approach. Big Data + Panel combines the scale of millions of homes with Nielsen’s representative people-powered panels to provide more accurate and data-driven measurements the industry can trust to accurately represent their audience.

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New Relic, an all-in-one observability platform for every engineer, announced New Relic Pathpoint, a business observability solution designed to bridge the data gap between IT and real-world business outcomes. Pathpoint goes beyond conventional monitoring to provide users with real-time financial insights into every user touchpoint by modeling system-level telemetry from APM 360 in direct correlation to user-impacting business stages. Pathpoint helps engineering and IT teams drive operational efficiency, analyze the financial impact of issues, and align service performance to business outcomes.

For example, users can gain insight into every stage of the customer journey including customer behaviors, transactions, search queries, product selection, processing times, and post-interaction activities. This full transparency into business processes and real-time metric reporting helps organizations build better customer experiences across all channels to maximize ROI.

Pathpoint allows engineers to alert both technical and business teams in near-real time if there is an unwanted change in their business metrics. Any engineer responding to the alert can quickly diagnose the reason for the change by using the New Relic all-in-one observability platform to identify the root cause that needs to be fixed. Pathpoint is also instrumental in helping technical teams provide their business counterparts with visibility into critical metrics that directly impact the business, such as revenue lost during an outage. This transparency allows business executives to also make data-driven decisions about software investments.

“New Relic Pathpoint increases collaboration across our teams and enables our engineering team with the technical insights needed to pinpoint and resolve issues faster. It provides our management and executive teams with the business-level insights needed to make more informed decisions based on specific KPIs and custom metrics, like tracking booking volume over a certain period of time or monitoring and analyzing search performance during peak hours,” said Trainline Site Reliability Engineer Sangeetha Niranjan. “This helps our entire organization, from the top down, work together to ensure our customers have the best experience possible at every stage—searching, booking, payment, and fulfillment—when finding and buying train tickets.”

“The stakes are high for digital businesses. When a software outage has the potential to cost you millions in lost revenue per hour, IT and engineering leaders simply need to understand the business impact of the software they build and operate,” said New Relic Product Officer Manav Khurana. “With Pathpoint, we are building upon our industry leadership to pioneer business process observability so that engineering leaders and business leaders can come together in every organization and make better-informed decisions based on complete data.”

“APAC is in the midst of a major business shift as fast-growing companies tap the potential of new technologies and rely more than ever on software to run their businesses. As critical business application outages grow more expensive, the fallout can be costly. New Relic Pathpoint, will be an essential component to resolving and preventing these types of outages, said New Relic Senior Vice President and General Manager APJ, Kris Day. “Business leaders need to adopt new and emerging technologies to stay ahead of the competition. With Pathpoint, engineering and business leaders can see how the impact on service-level metrics translates to significant savings to keep their IT infrastructure up and running, while proactively finding and fixing issues faster to ensure a more seamless digital customer experience.

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