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HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat | The MarTech Digest | Scoop.it
Inbound marketing and sales company HubSpot has acquired Kemvi, a fledgling startup that uses artificial intelligence (AI) and machine learning to automatically extract information from websites, press releases, blog posts, and SEC filings in order to serve sales reps key insights into prospects. Terms of the deal were not disclosed.

Indeed, the company’s DeepGraph engine targets B2B companies with learning algorithms that can extract meaningful information and insights from any piece of digital text and then merge that with data and knowledge from companies’ own internal sales and marketing teams to forecast buyers’ behavior.
CYDigital's insight:

Powerful, and will play a significant role in ABM.

 

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A Content Marketer's Guide to Data Scraping - Moz

A Content Marketer's Guide to Data Scraping - Moz | The MarTech Digest | Scoop.it
Taking advantage of big data doesn't necessarily require expensive tools. With a free plugin for Excel, you can scrape what you need directly into a spreadsheet and take matters into your own hands.


Digest...


Just so you understand, here's a very brief overview of what data scraping is from Wikipedia: "Data scraping is a technique in which a computer program extracts data from human-readable output coming from another program."

 

Essentially, it involves crawling through a web page and gathering nuggets of information that you can use for your analysis. For example, you could search through a site like Search Engine Land and scrape the author names of each of the posts that have been published, and then you could correlate this to social share data to find who the top performing authors are on that website.

 

-- >  Start using actual data to inform your content campaigns instead of going on your gut feeling.

-- >  Gather intelligence around specific domains you want to target for content placement and create the perfect post for their audience.

-- >  Get clued up on XPath and JSON through using the SEO Tools plugin for Excel.

-- >  Spend more time analysing what content will get you results as opposed to what sites will give you links!

-- >  Check the website's ToS before scraping.

 

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CYDigital's insight:

Fascinating case study on how to use Excel to target specific sites for content creation and distribution. The details are available upon click-through (too in-depth).

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