Marketo unveils global R&D project

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Silicon Valley-based global marketing software company Marketo Inc – which has now established a NZ office, headed by Robert Cooke – has announced the opening of its Global R&D and Innovation Center in Tel Aviv, focused on “enhancing its leadership position in big data and predictive analytics”.

The facility will accommodate a growing team of local data scientists, engineers, developers and product managers focused on designing and delivering marketing software that enables marketers to engage in personalised and relevant conversations with their customers at scale and in real-time.

The company says the new centre is the first marketing-focused R&D facility of its kind. “The establishment of this facility further solidifies Marketo’s commitment to delivering innovative marketing solutions to meet the evolving role of today’s marketer,” said Marketo’s San Francisco-based senior vice president Steve Sloan.

Residing in the heart of Tel Aviv, a leading innovative, high-tech ecosystem, the new R&D Centre aims to:

  • Research and identify the next generation of ideas and data science aimed at helping marketers move beyond ‘big data’ to the ‘right data’
  • Serve as a testing ground to validate the company’s market-leading technologies and accelerate their go-to-market strategies with an early adopter community
  • Design and deliver game-changing big data and predictive analytics software to help marketers optimise their engagement with customers at scale and across any channel

“The investment builds on Marketo’s leadership in predictive marketing analytics.,” Sloan said. “Most recently the team in Tel Aviv released a first-of-its-kind content recommendation engine powered by machine learning that serves relevant content to website visitors based on their preferences, interests and trending content.

“The opening of our Global R&D and Innovation Center in Tel Aviv is a testament to our continued investment in delivering solutions that allow marketers to be successful in today’s digital world. This new investment and expanded team brings together the best and brightest to discover and develop the next generation in analytics.”

Marketo acquired Tel Aviv-based real-time personalisation platform Insightera in 2013. The development of the Global R&D and Innovation Centre marks another significant investment for the company in this region. The company expects to double the size of the facility in the next two years.

As the leading provider of engagement marketing software and solutions, Marketo empowers marketers with solutions to have one-to-one conversations with their customers across web, mobile, social, email and offline channels.

About Marketo

Marketo provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today’s digital, social, mobile and offline channels, Marketo’s® Engagement Marketing Platform powers a set of breakthrough marketing automation and marketing management applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 400 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia, New Zealand and Japan, Marketo serves as a strategic marketing partner to more than 3,950 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit

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