Articles - Page 30

What I Mean to Say: A Practitioner Perspective on AI, Semantics, and Content Evolution

msalvatierra

For better or worse, <a href="https://www.google.com/" target="_blank" rel="noopener">Google</a> has a long history of "optimizing" things. And not just on the tech side of the fence.
Consider how <a href="https://abc.xyz/" target="_blank" rel="noopener">Alphabet</a> – the publicly traded parent of the search giant – <a href="https://www.cnn.com/2022/07/18/investing/google-alphabet-stock-split/index.html#:~:text=But%20the%20split%20has%20two,prestigious%20Dow%20Jones%20Industrial%20Average." target="_blank" rel="noopener">split its stock in 2022</a> to improve its market capitalization. The company has a market cap of over $1 trillion and is still considered one of the most valuable on the planet. But the move made it even more attractive to main street investors while enhancing its position on the exchanges. 
On the negative side, the company recently "optimized" its workforce, <a href="https://www.reuters.com/business/google-parent-lay-off-12000-workers-memo-2023-01-20/" target="_blank" rel="noopener">cutting 12,000 jobs</a> after what it called a "pandemic hiring spree." It plans to refocus its budget on AI initiatives, no doubt in response to the recent explosion of <a href="https://www.theinformation.com/articles/microsoft-and-openai-working-on-chatgpt-powered-bing-in-challenge-to-google" target="_blank" rel="noopener">ChatGPT and the announcement from Microsoft</a> that it will weave the bot's intelligence into its <a href="https://www.impression.co.uk/blog/bing-differ-google/" target="_blank" rel="noopener">Bing</a> platform. For reference, Bing represents less than 10% of the search market (Google owns almost all the rest). 
When it comes to its products, Google is also wrestling with a bevy of optimization challenges, most notably the sunsetting of its eponymous <a href="https://support.google.com/analytics/answer/11583528?hl=en#:~:text=On%20July%201%2C%202023%2C%20standard,Google%20Analytics%204%20going%20forward." target="_blank" rel="noopener">Universal Analytics (UA)</a> as of July 1, 2023. Companies have been scrambling to get its replacement, <a href="https://www.solodev.com/blog/digital-marketing/how-to-make-the-leap-from-universal-analytics-to-google-analytics-4.stml" target="_blank" rel="noopener">Google Analytics 4 (GA4)</a>, up and running. Despite its touted new features and "optimizations," many digital marketing and SEO professionals have confronted significant challenges with the new platform. 
As if that wasn't enough, Google is now retiring two more of its products: <a href="https://optimize.google.com/optimize/" target="_blank" rel="noopener">Google Optimize</a> and <a href="https://marketingplatform.google.com/about/optimize-360/" target="_blank" rel="noopener">Optimize 360</a>. The company recently announced that beginning September 30, 2023, users will no longer have access to either product and that it was “investing in A/B testing in Google Analytics 4."
How will these changes impact users? It's hard to say. But in a world where Google's grip over search and analytics is being threatened by fragmentation and competition – all ignited by advanced AI – there may be more "optimizing" ahead for everyone. 
<h2>The dawn of a new A/B testing and personalization era</h2>
While Google Optimize and Optimize 360 have a strong and proven legacy, Google Analytics has long been the data source of truth for millions of websites. The upgrade was highly anticipated by marketing and SEO professionals, but there have been swelling questions about how the rollout would affect the broader ecosystem – including the interplay with the Optimize products.
As noted, the shift to GA4 has been fraught with controversy, particularly around the limitations of migrating historical data. To be fair, Google has been strongly encouraging customers to make the switch to GA4 as soon as possible, so they have ample time to build historical data in the new platform. But don't panic: your legacy data can be exported as CSVs, and UA will still be in effect until July 1, 2024.
Google said its rationale for sunsetting Optimize, a five-year-old product, was rooted in "developing something better" for customers. According to the company, many users were requesting features and services not currently available for experimentation and testing. Google said it wanted to invest in more robust and effective solutions to meet the evolving need – and no doubt, to compete with more expansive customer analytics platforms like <a href="https://www.cmscritic.com/amplitude-announces-new-testing-and-analytics-tools-for-making-smarter-product-decisions-at-scale/">Amplitude</a>. 
Optimize users are encouraged to download their historical data before September 30. For more information on how to access that data or how this will affect a current Optimize and Optimize 360 contract, visit <a href="https://support.google.com/optimize/answer/12979939#:~:text=Google%20Optimize%20and%20Optimize%20360,on%20that%20date%20will%20end" target="_blank" rel="noopener">Google Support</a>.
<h2>“The Times They Are a-Changin’”</h2>
What <a href="https://en.wikipedia.org/wiki/The_Times_They_Are_a-Changin%27_(song)" target="_blank" rel="noopener">Bob Dylan</a> so eloquently penned in 1964 still holds true. The times are a-changin'.  And like the musical poet of yesteryear, Google has withstood the test of time in our modern digital era and become a cultural icon. (Worth noting: a search for "Bob Dylan" returns over 122,000,000 results).
At the same time, Google is facing the fierce headwinds of change as an aging brand and ecosystem, one that has achieved a monolithic status in the tech stack. New and innovative products are forcing the company to evolve, and that's good. But change – as Dylan would agree – is like a hard rain falling. 
As Google executes its sunsetting and upgrading, we're already getting a glimpse of how analytics will look in the future. The field of data science is exploding, and analytics have become more important than ever. At the same time, measuring across different platforms and applications has become exceedingly more difficult.
Google Optimize and Optimize 360 will be remembered as transformative tools in the A/B testing and experimentation narrative. While we're not expecting any love songs to be penned for their eulogy, they have impacted how marketers think about testing and its scalability. Google has indicated its lofty ambitions to incorporate more of these personalization functions into GA4, but when?
The answer, my friend, is blowin' in the wind. 
<h2>So…what now?</h2>
Get GA4 up and running! You have time to download and export your legacy Optimize and UA resources, but GA4 really needs historical data to thrive – so set it up ASAP. Just a reminder: Google has remained firm on not making any extensions for the programs they are retiring. That could change, but it's best to assume the worst. 
It's likely that GA4 will introduce its new A/B testing features in 2023. But if you don’t like the idea of “wait and see,” there are also other platforms to explore:
<a href="https://www.cmscritic.com/?s=optimizely">Optimizely</a> is choosing to celebrate the news by offering Google Optimize customers a <a href="https://www.optimizely.com/google/optimize/" target="_blank" rel="noopener">special deal</a> for keeping their experimentations running smoothly.
<a href="https://business.adobe.com/products/target/adobe-target.html" target="_blank" rel="noopener">Adobe Target</a> is another leading product that has similar functionality to Google Optimize, but with more features. It predictably integrates with Adobe Analytics, rather than Google Analytics.
<a href="https://vwo.com/" target="_blank" rel="noopener">Visual Website Optimizer</a>, <a href="https://www.abtasty.com/" target="_blank" rel="noopener">AB Tasty</a> and <a href="https://www.dynamicyield.com/" target="_blank" rel="noopener">Dynamic Yield</a> are also good options to explore, even with smaller market share in this field.
With just a few months left to use Google Optimize, it might seem daunting to consider a new alternative, but it’s also nice to have options. Not to get too poetic (though we have already mentioned Dylan), but each sunset does bring the dawn of a new day. And it looks like we’ll just have to wait and see what Google shines a light on next.

Google Announces Sunset of Google Optimize and Optimize 360

mk-patterson

CMS Kickoff 2023 Draws Global Attendees, Focuses on the Future of Content and Composable

matt-garrepy

CMS Kickoff 2023 photo montage with images from the event of people and sessions

Last week, <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/">Agility CMS</a> announced its position as a “High Performer” in the <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless CMS</a> category for the Winter 2023 rankings by <a target="_blank" rel="noopener noreferrer" href="https://www.g2.com/products/agility-cms/reviews">G2</a>.The API-first composable “content platform” attributed its success in part to a new user interface called <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/resources/posts/what-is-plenum-ui">Plenum</a>, which has delivered a more modern and dynamic look to the platform.“We are thrilled to have had such a successful year and be recognized as a high performer by G2,” said Joel Varty, CTO of Agility. “We are continuing to innovate and provide the best content platform for our customers' unique needs.”<h2 id="driving-growth-around-headless-and-composable">Driving growth around headless and composable</h2>Aside from the new look, Agility also launched a new management API which gives users more flexibility and automation options when configuring the backend for content management.With these updates, Agility stated in a news release they have “propelled to the forefront of the composable and flexible architecture movement, going beyond the headless CMS space.”<h2 id="more-planned-enhancements-for-2023">More planned enhancements for 2023</h2>For 2023, Agility has outlined additional enhancements for their in-platform experiences, including:<ul><li>Content modeling that visibly tracks the evolution of their content models and page module schemas</li><li>A markdown editor field that provides a convenient tool for developers and markdown users</li><li>A robust app marketplace that facilitates users with extensive tools and integrations to enhance their content management experience</li></ul>Varty also announced an integration with <a target="_blank" rel="noopener noreferrer" href="https://nextjs.org/blog/next-13">Next.js 13</a> and the relaunch of the Agility partner program."Our users are loving the new Plenum UI, while developers are taking advantage of our new management API,” Varty said. “Plus, our updated Next.js 13 SDK has generated a lot of excitement - it’s a super powerful framework that Agility takes full advantage of. Moving forward, we are continuing to innovate with lots of announcements coming in 2023! Our goal is to provide the best content platform to fulfill all of our customers’ unique needs."<h2 id="about-agility">About Agility</h2>Agility is a premium Content Platform for unique solutions. Its API-first platform is more than a headless CMS. With its flexible, agile and composable architecture built from the ground up, the platform is designed for enterprise teams to solve all of their unique content needs.

Agility CMS Ranked as High Performer by G2 with Additional Updates Projected in 2023

Agility CMS logo and G2 Winter 2023 High Performer badge

Last week, Portland-headquartered <a href="https://www.sheerid.com/shoppers/" target="_blank" rel="noopener">SheerID</a> announced a new partnership with composable commerce vendor <a href="https://commercetools.com/" target="_blank" rel="noopener">commercetools</a>. The goal: help merchants create better personalization and more relevant offers and promotions for consumers based on identified customer segmentation.
“Our partnership with SheerID further demonstrates our commitment to providing our merchants with access to market-leading technologies,” said <a href="https://www.linkedin.com/in/kellygoetsch/" target="_blank" rel="noopener">Kelly Goetsch</a>, chief strategy officer at commercetools. “We look forward to working together to help merchants sell more, grow faster, and create meaningful connections that build customer engagement and loyalty.”
<h2>SheerID gets personal</h2>
SheerID operates what it calls a “digital verification engine.” With more than 20,000 authoritative data sources, the system helps to instantly verify eligible customers for offers they qualify for.
With brands like <a href="https://www.cmscritic.com/andy-jassy-amazons-new-ceo-signals-bold-future-for-loud-and-digital-experiences/">Amazon</a>, Spotify, and T-Mobile already on the verification platform, SheerID boasts their customers have received three times the conversion of their typical campaigns when utilizing the verification platform.
“Our strategic partnership with commercetools enables the company’s merchants to access our audience verification service, driving significant business outcomes,” said <a href="https://www.linkedin.com/in/jakeweatherly/" target="_blank" rel="noopener">Jake Weatherly</a>, chief executive officer at SheerID. “Providing offers to valuable consumer communities like students, teachers, and healthcare professionals is a proven strategy to drive immediate sales. In the cookieless future, online merchants increasingly rely on privacy-compliant, zero-party data marketing solutions like this to drive consumer acquisition, retention, and loyalty.”
<h2>Heading headless with commercetools</h2>
The partnership with commercetools – a <a href="https://www.cmscritic.com/top-headless-commerce-platforms/">leading headless commerce platform</a> and member of the <a href="https://machalliance.org/" target="_blank" rel="noopener">MACH Alliance</a> – was a natural fit for SheerID to improve customer segmentation. More integrations like SheerID and commercetools could be likely in the future as companies embrace the headless commerce structure, allowing for greater flexibility and more software offerings.
“The integration was conceived with MACH principles in mind,” said <a href="https://www.linkedin.com/in/andyvanags/" target="_blank" rel="noopener">Andy Vanags</a>, global director of retail technologies and marketplace partnerships at SheerID. “Companies will be able to flexibly set up SheerID with their existing frontend e-commerce systems and DXP, CDP, and marketing automation systems. With our supporting documentation and sample open-source code, a merchant's developer or system integrator can easily leverage the verified customer data to create custom promotions, feed the loyalty system and/or personalize the site experience. Companies are only limited by their imagination!”
<h2>About commercetools</h2>
The inventor of headless commerce, <a href="https://commercetools.com/?utm_source=press_release&amp;utm_medium=announcement&amp;utm_campaign=publicis" target="_blank" rel="noopener">commercetools</a> is an innovative technology disruptor that has established itself as an industry-leading eCommerce software provider. Today, some of the world’s most iconic brands and growth-focused businesses trust commercetools’ powerful, flexible, scalable solutions to support their ever-evolving digital commerce needs. As the visionaries leading the modern MACH (Microservices-based, API-first, Cloud-native and Headless) architecture movement, commercetools provides customers with the agility to innovate and iterate on the fly, merge on and off-line channels, drive higher revenue, and future-proof their eCommerce business.
<h2>About SheerID</h2>
SheerID is the global leader in identity marketing. With SheerID, brands identify and acquire customers from highly valued consumer communities — such as the military, students, teachers, first responders, and more — with personalized offers, gated by instant verification from the largest set of authoritative data worldwide. SheerID verifies over 2.5 billion people via 20,000 authoritative data sources; provides global insights from hundreds of the world’s leading brands, and never shares or sells customer data. As a result, the world’s biggest brands — including Amazon, Home Depot, Spotify, and T-Mobile — rely on SheerID as their identity marketing partner. Founded in 2011, SheerID is backed by Fortson VC, Brighton Park Capital, Centana Growth Partners, Voyager Capital, and CVC Growth Partners. For more information, please visit <a href="https://www.sheerid.com/business/" target="_blank" rel="noopener">SheerID</a> or follow us on <a href="https://twitter.com/SheerID" target="_blank" rel="noopener">Twitter</a>, <a href="https://www.linkedin.com/company/sheerid/about/" target="_blank" rel="noopener">LinkedIn</a>, and <a href="https://www.facebook.com/SheerIDdotcom" target="_blank" rel="noopener">Facebook</a>.

SheerID and commercetools Form Partnership to Provide More Personalization and Better Offers for Consumers

Last week, the MACH Alliance announced the addition of three new members to the organization: Adyen, Commerce Layer, and Pipe17. With these new members, as well as naming <a href="https://www.cmscritic.com/google-cloud-joins-mach-alliance-as-enabler-member/">Google Cloud</a> an Enabler member earlier this month, the MACH Alliance now boasts <a href="https://machalliance.org/members" target="_blank" rel="noopener">74 total members</a>.
<h2>Adyen: an A+ choice for financial tech</h2>
The Netherlands-based financial technology company, <a href="https://www.adyen.com/about" target="_blank" rel="noopener">Adyen</a>, was the first added to the MACH Alliance roster last week. Adyen’s all-star list of clients includes Facebook, H&amp;M, Uber, and Microsoft, with a specialization in providing end-to-end payment options and financial products in one solution.
“Joining the MACH Alliance is a natural move for us, as our success hinges on the strength and flexibility of our digital backbone, of which MACH solutions are foundational,” said Brian McDonnell, Senior Vice President, Partnerships at Adyen. “Unified commerce for retailers and other players in the fintech space wouldn’t be possible with legacy technology. We believe the MACH framework is the standard that will change the game for how businesses connect, transact and grow.”
<h2>Commerce Layer provides ready-to-use headless commerce experiences</h2>
<a href="https://commercelayer.io/why" target="_blank" rel="noopener">Commerce Layer</a>, an Italy-based, API-first, headless commerce platform, helps customers scale their businesses for almost any commerce channel in any market. Commerce Layer utilizes a set of “ready-to-use micro frontends that allow you to quickly create a headless commerce site without compromising the flexibility and the uniqueness of your brand.”
They also focus on commerce, merchandising, and product discovery rather than content and catalog management.
Occupying MACH principles, Commerce Layer promotes composable, headless commerce and offers customers a “clean separation of commerce and content,” which helps developers design and build efficient and clean shopping experiences.
<h2>Pipe17 offers operations ease from initial sale to delivery</h2>
Seattle-based <a href="https://pipe17.com/why-pipe17/overview" target="_blank" rel="noopener">Pipe17</a> is an API-first e-commerce integration operations platform that helps customers simplify the workflow of orders from the point of sale to fulfillment obligations.
As opposed to just focusing on quick and scalable e-commerce solutions, Pipe17 uses composable technology to connect inventory data, as well as shipping and fulfillment services, which help companies keep the same tempo from sale to delivery. They promise users improved sales, smoother integrations, greater visibility for consumers post-checkout and easy accessibility for developers.
<h2>MACH Growth at MACH Speed</h2>
Since the MACH Alliance formed in June 2020, the organization has had a stringent process for accepting new members based on principles aligned with MACH (microservices, API-first, cloud-native SaaS and headless). With the goal of “future proofing enterprise technology,” each organization must embrace MACH architecture in order to be accepted. With growth increasing from 15 organizations at the launch of the MACH Alliance to now almost 75, companies are taking note of the benefits of early adoption of these principles, compared to other monolithic enterprises. With four new additions already in the first month of 2023, <a href="https://www.cmscritic.com/8-cms-trends-to-watch-in-2023-from-mach-to-metaverse/">we anticipate seeing even more adoption of MACH principles and growth for the MACH Alliance continuing for the rest of the year</a>.
<h2>About the MACH Alliance</h2>
The MACH Alliance is a [501(c)(6)] non-profit organization, governed by an independent board and does not endorse specific vendors, members or otherwise. The Alliance was formed in June 2020 to help enterprise organizations navigate the complex modern technology landscape. It aims to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native SaaS and Headless. All MACH Alliance members meet certification principles that are published on the website.
The MACH Alliance welcomes technology companies and individual industry experts who share the same vision for the future. Learn more at <a href="http://machalliance.org" target="_blank" rel="noopener">machalliance.org</a>, read here about MACH certification and follow us on <a href="https://twitter.com/machalliance" target="_blank" rel="noopener">Twitter</a> and <a href="https://www.linkedin.com/company/machalliance/posts/?feedView=all" target="_blank" rel="noopener">LinkedIn</a>.

Adyen, Commerce Layer and Pipe17 Named Newest Members of MACH Alliance

8 CMS Trends to Watch in 2023: From MACH to Metaverse

Yesterday, <a href="https://machalliance.org/newsroom/google-cloud-joins-the-mach-alliance" target="_blank" rel="noopener">the MACH Alliance announced</a> that Google Cloud will join its ranks as a MACH Enabler, becoming the latest addition to the organization's fast-growing community of composable platforms. 
Google Cloud will play an important role as a foundational cloud and infrastructure provider alongside other Enabler members, including <a href="https://www.cmscritic.com/netlify-to-host-headless-commerce-summit-for-talks-on-building-world-class-e-commerce-experiences/">Netlify</a>, <a href="https://www.cmscritic.com/cms-monthly-recap-mach-alliance-announces-new-enabler-category-glassbox-and-optimizely-partner-gutenberg-updates-and-more/">Mongo DB</a>, <a href="https://vercel.com/" target="_blank" rel="noopener">Vercel</a>, <a href="https://www.webscale.com/" target="_blank" rel="noopener">Webscale</a>, and <a href="https://www.cmscritic.com/aws-joins-mach-alliance-as-enabler-member-reflects-growth-of-cloud-native-solutions/">Amazon Web Services (AWS)</a>. The MACH Alliance now boasts more than 70 members in its best-of-breed technology ecosystem.
“The MACH Alliance has quickly become the face of advocacy when it comes to pushing for a new standard for IT architectural excellence,” said <a href="https://www.linkedin.com/in/chris-colyer-4129214/" target="_blank" rel="noopener">Chris Colyer</a>, Worldwide Head of Retail Industry Partnerships at Google Cloud. “We see the future in headless and composable commerce and it’s important for us to be a part of the community to which a number of our partners belong. Through our membership, we can truly support those partners while championing open and cloud-native technology ecosystems as they grow in relevance and competence.”
<h2>“Hey Google, what's a MACH Alliance Enabler?”</h2>
No need to consult your Google Home assistant – we've got the answer.
The MACH Alliance added its specialized Enabler membership category in December 2021, reserved for companies that provide an essential platform or infrastructure solution to MACH Alliance members. Enablers typically provide monitoring, data storage, cluster or container management, tracing, service meshing, API gateways, and orchestration.
While they don't offer a direct MACH product or service, Enablers help power MACH solutions for other vendors – making them an integral part of the ecosystem. 
“Having a brand like Google Cloud aligned with our organization is a powerful indicator that the market shift toward composable is speeding up and becoming mainstream,” said <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">Casper Ramussen</a>, MACH Alliance president. “This shift represents a major challenge to the position of long-established enterprise suites, and we’re in the right place at the right time for our movement to really scale. The Enabler category is ripe for growth over the next 12 months and critical to the success of MACH across all industries.”
<h2>Rapid Growth for MACH</h2>
The adoption of MACH (Microservices, API-first, Cloud-native SaaS, and Headless) has continued to disrupt the previously monolith-dominated tech landscape. With leading global brands like AWS – and now Google Cloud – joining the MACH Alliance Enabler category, it's clear that MACH has achieved a new tier of industry validation, likely leading to more adoption in the future. 
In just under three years, the MACH Alliance has transitioned from four founding members to 15 at launch, <a href="https://www.cmscritic.com/bloomreach-emporix-and-kontent-ai-join-mach-alliance-pushing-member-total-over-70/">to now more than 70</a>. This is due in no small part to the rising demand for composable solutions that eliminate vendor lock-in, decrease the need for re-platforming, accelerate time-to-market, improve personalization and experimentation, and more. 
<h2>About the MACH Alliance</h2>
The MACH Alliance is a [501(c)(6)] non-profit organization, governed by an independent board and does not endorse specific vendors, members, or otherwise. The Alliance was formed in June 2020 to help enterprise organizations navigate the complex modern technology landscape. It aims to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native SaaS and Headless. All MACH Alliance members meet certification principles that are published on the website.
The MACH Alliance welcomes technology companies and individual industry experts who share the same vision for the future. Learn more at machalliance.org, read here about <a href="https://machalliance.org/insights/mach-certification-a-seal-of-confidence" target="_blank" rel="noopener">MACH certification</a> and follow us on <a href="https://twitter.com/machalliance" target="_blank" rel="noopener">Twitter</a> and <a href="https://www.linkedin.com/company/machalliance/" target="_blank" rel="noopener">LinkedIn</a>.

Google Cloud Joins MACH Alliance as Enabler Member

cms-critic-staff

<a href="https://www.ces.tech/" target="_blank" rel="noopener">CES 2023</a> is officially a wrap. And while there were hover bikes and a <a href="https://metro.co.uk/2023/01/06/all-electric-delorean-car-spotted-at-massive-las-vegas-tech-show-18052495/" target="_blank" rel="noopener">new electric DeLorean</a> to whet your appetite for hype, one cloud CMS provider was adamant about saving the best for last.
<a href="https://www.cmscritic.com/solodev-cms-for-kubernetes-now-available-with-contract-pricing-in-aws-marketplace-for-containers-anywhere/">Solodev</a>, the cloud platform company with a marketplace of content management offerings, just announced the launch of its Solodev Serverless CMS: a cloud-native enterprise content management system that runs serverless on AWS.
Powered by Solodev Serverless, the company's advanced stack of serverless technologies, Solodev Serverless CMS is fully deployed on <a href="https://www.cmscritic.com/solodev-achieves-aws-public-safety-disaster-response-competency-status/">Amazon Web Services (AWS)</a> and capable of running high-availability workloads with unmatched scalability.
The product was unveiled during the 2023 Consumer Electronics Show (CES) in Las Vegas as part of Solodev’s new <a href="https://goserverless.solodev.com/">"Go Serverless™"</a> campaign.
<h2>Solodev Serverless is "CMS redefined"</h2>
Delivering a highly composable set of cloud-based services, Solodev's new Serverless CMS is designed to power both traditional and <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a> websites and apps, including Jamstack frameworks like <a href="https://www.cmscritic.com/top-jamstack-static-site-generators-for-2021/">React</a>. As a fully serverless solution, it leverages a host of leading cloud-based container technologies including Docker, Kubernetes, AWS Fargate, and more – all instantly deployed on the AWS infrastructure.
Solodev Serverless CMS also delivers a range of new cloud-first features such as dynamic modules, a drag-and-drop page builder, furl management, and advanced form capabilities that include security and fraud prevention.
Solodev Serverless CMS users will also have access to the <a href="https://www.solodev.com/marketplace">Solodev Marketplace</a>, featuring hundreds of third-party platforms like Salesforce and advanced cloud services from AWS.
<h2>Rallying the market to "Go Serverless"</h2>
The launch of Solodev Serverless CMS is part of the company’s new “Go Serverless” campaign, promoting the benefits of serverless technology for powering modern apps in the cloud. This seems to be a critical focus for the AWS Advanced Technology ISV, which has become more of a cloud platform provider offering a myriad of services within its marketplace of solutions. 
When it comes to digital experiences, one of the biggest pain points for organizations is maintaining legacy apps on servers. According to a <a href="https://www.globenewswire.com/news-release/2022/02/08/2380810/0/en/Legacy-Applications-Are-Hindering-Digital-Transformation-Initiatives.html" target="_blank" rel="nofollow noopener">2022 survey by 2nd Watch</a>, 80% of companies are still running workloads and applications on-premises, which is hindering their digital transformation initiatives. This is further compounded by a lack of skills and expertise across their IT teams for managing servers, particularly as apps become more complex and require more resources to scale.
According to the company's press release, Solodev Serverless – the technology behind the new serverless CMS – has been successfully deployed for numerous customers across a range of industries, enabling commercial enterprises and public sector organizations to enhance scalability, improve security, reduce costs, and achieve their cloud transformation goals. 
One such success story was recently featured at the <a href="https://reinvent.awsevents.com/" target="_blank" rel="noopener">AWS re:Invent Conference</a> in Las Vegas in early December, which included Solodev's case study for the <a href="https://aws.amazon.com/partners/success/special-olympics-usa-games-solodev/" target="_blank" rel="nofollow noopener">2022 Special Olympics USA Games.</a> In this compelling example, Solodev's serverless technology and consulting were utilized to build a highly scalable architecture for the 2022 USA Games, powering its groundbreaking mobile fan engagement app on AWS.
<h2>Manage content, not servers</h2>
According to the company, Solodev Serverless is giving enterprise and public sector organizations a way to "break free" from the burden of managing on-prem servers and virtual machines, allowing them to scale infinitely to meet their growth objectives. As a composable, cloud-based solution with headless CMS capabilities, it's also enabling customers to build their own stack of DX tools and services via APIs, including advanced AWS services like AI and IoT. 
From a DevOps perspective, Solodev Serverless includes everything from Git to container orchestration with AWS Fargate, cloud-based IAM with AWS Cognito, database services like AWS DynamoDB, monitoring via Amazon CloudWatch, and more. But this all buoys a marketing team's ability to focus less on server management and more on content operations.
“If you’re asking what’s next for digital transformation, the answer is clear: go serverless,” said <a href="https://www.linkedin.com/in/techcto/" target="_blank" rel="noopener">Shawn Moore</a>, Chief Technology Officer at Solodev. “As organizations look to modernize their websites and apps, serverless has unlocked the true potential of the cloud, allowing organizations to eliminate the burden of managing servers and focus on their apps. It also delivers unmatched scalability and enhanced security, all while reducing costs – and that’s why every business should be thinking about how to go serverless.”
<h2>Investing in serverless education and resources</h2>
As part of its “Go Serverless” campaign, Solodev has <a href="https://goserverless.solodev.com/">launched a dedicated microsite</a> featuring eBooks and resources for educating the market on the benefits of serverless. This includes general information and guidance for building a serverless stack from an ecosystem of services, as well as best practices for serverless success.
“Solodev Serverless CMS is the most robust content management system designed for a composable future in the cloud,” said <a href="https://www.linkedin.com/in/mattgarrepy/" target="_blank" rel="noopener">Matt Garrepy</a>, Chief Digital Officer at Solodev. “Solodev has a legacy of firsts with our cloud-based CMS, and we’re giving content operations teams a radical new solution for powering their omnichannel strategies with distributed tools in the cloud. We make it easy to deploy, assemble, and start creating, from a single page to an enterprise eCommerce workload. We have the building blocks, and it’s all powered by the scalability of serverless.”
Solodev Serverless CMS is now available and can be procured on-demand through the AWS Marketplace, via public sector schedule contracts, and soon through the Solodev Marketplace. To learn more about Solodev Serverless, visit the “Go Serverless” microsite at <a href="https://goserverless.solodev.com/" target="_blank" rel="nofollow noopener">goserverless.solodev.com</a>.
<h2>About Solodev</h2>
The Solodev Cloud Platform is the internet’s largest ecosystem of cloud and digital experience technologies – from containers to blockchain, content to AI. With Solodev, developers and organizations can build amazing customer experiences, deploy cloud and blockchain apps, launch custom marketplaces, and collaborate on digital transformation. Solodev also provides consulting, training, managed services, and 24/7 human support to help users succeed on their cloud journey. An Amazon Web Services (AWS) Advanced Technology Partner, Solodev has achieved rigorous competencies in Government, Education, Digital Customer Experience (DCX), and Public Safety &amp; Disaster Response. Solodev Cloud Services – including CMS, Kubernetes, and Personalize – can be purchased on-demand in the AWS Marketplace, through State and Federal contract vehicles, or online at <a href="http://www.solodev.com/" target="_blank" rel="nofollow noopener">www.solodev.com</a>

Solodev Launches Solodev Serverless CMS, the Next Generation of Web Content Management System

Composite vector illustration of servers floating in the sky with an "X" over the arrays, suggesting the concept of serverless technology. Around the servers are a collection of logos including AWS Fargate, Kubernetes, GitHub and BitBucket - all contained in a cloud graphic. Below, two graphical people (a man and a woman) look up in awe with a computer in the center showing a website next to a phone with a mobile app.

Weglot - The easiest way to translate a website

The easiest way to translate a website

#18164c

Another day, another episode of the cybersecurity blues. And once again, WordPress has a starring role.
According to <a href="https://www.bleepingcomputer.com/news/security/new-linux-malware-uses-30-plugin-exploits-to-backdoor-wordpress-sites/" target="_blank" rel="noopener">Bleeping Computer</a>, a previously unknown Linux malware is exploiting over 30 vulnerabilities in outdated WordPress plugins and themes to inject malicious JavaScript.
The malware targets both 32-bit and 64-bit Linux systems. The trojan’s main functionality is to hack WordPress sites using a set of hardcoded exploits until one is successful. The operator would then have remote command capabilities.
WordPress <a href="https://www.searchenginejournal.com/cms-market-share-june-2022/455912/#close" target="_blank" rel="noopener">holds the largest share</a> of the global CMS market, with an estimated 43% of all websites powered by the open source platform. This makes it a big target for hackers, bad actors, and cybersecurity threats – and this is only the latest in a string of complex and nefarious attacks.
<h2>Using plugins and themes to control WordPress websites</h2>
There’s always a risk that any WordPress widget could be a ticking timebomb.
In 2022 alone, researchers <a href="https://siliconangle.com/2022/08/29/researchers-find-malicious-plugins-25000-wordpress-sites/" target="_blank" rel="noopener">found malicious plugins</a> installed on over 25,000 WordPress websites. In most cases, the plugins were procured through legitimate marketplaces. Once added to a website, malware was injected by exploiting a vulnerability – much like this new Linux threat.
Thousands of WordPress websites may be affected by this threat. According to <a href="https://www.scmagazine.com/brief/vulnerability-management/many-wordpress-plugin-flaws-leveraged-by-novel-linux-malware" target="_blank" rel="noopener">SC Media</a>, once attacked, an infected site may be used for phishing and <a href="https://www.imperva.com/learn/application-security/malvertising/" target="_blank" rel="noopener">malvertising</a> campaigns, as well as malware distribution initiatives.
It’s worth checking your WordPress instances to see if any of these affected plugins are in use:
<ul>
<li>WP Live Chat Support Plugin</li>
<li>WordPress – Yuzo Related Posts</li>
<li>Yellow Pencil Visual Theme Customizer Plugin</li>
<li>Easysmtp</li>
<li>WP GDPR Compliance Plugin</li>
<li>Newspaper Theme on WordPress Access Control (CVE-2016-10972)</li>
<li>Thim Core</li>
<li>Google Code Inserter</li>
<li>Total Donations Plugin</li>
<li>Post Custom Templates Lite</li>
<li>WP Quick Booking Manager</li>
<li>Facebook Live Chat by Zotabox</li>
<li>Blog Designer WordPress Plugin</li>
<li>WordPress Ultimate FAQ (CVE-2019-17232 and CVE-2019-17233)</li>
<li>WP-Matomo Integration (WP-Piwik)</li>
<li>WordPress ND Shortcodes For Visual Composer</li>
<li>WP Live Chat</li>
<li>Coming Soon Page and Maintenance Mode</li>
<li>Hybrid</li>
</ul>
<h2>Combatting an evolving landscape of security threats</h2>
With hundreds of millions of active websites across the globe, hackers are having a field day.
According to <a href="https://www.securitymagazine.com/articles/98695-leading-cyber-risks-and-trends-in-2022" target="_blank" rel="noopener">Security Magazine</a>, cyberattacks are on the rise and becoming more sophisticated by the day. Among the top threats in 2022, malware led the pack, representing the highest cost of damage to organizations.  
WordPress, as mentioned, continues to be a growing vector. Case in point: <a href="https://thehackernews.com/2022/12/new-gotrim-botnet-attempting-to-break.html" target="_blank" rel="noopener">The Hacker News recently reported</a> on another <a href="https://www.fortinet.com/blog/threat-research/gotrim-go-based-botnet-actively-brute-forces-wordpress-websites" target="_blank" rel="noopener">Go Trim botnet attack</a> that targeted WordPress website administrator accounts. Botnet malware has the capability to bypass traditional anti-bot protections, making sites even more vulnerable to the standard bot-evasion techniques.
But all is not lost. WordPress CMS administrators can fight back by adopting solid policies around their security practices. By vetting all plugin source code via an experienced DevSecOps team, many vulnerabilities can be uncovered before a plugin is pushed to production. This can augment strong password policies and the use of multi-factor authentication to reduce the surface area for would-be attackers.
WordPress websites can also be hosted in more secure environments like <a href="https://www.cmscritic.com/wp-engine-releases-worlds-first-study-of-the-wordpress-economy-cites-awe-inspiring-numbers/">WP Engine</a>, which disallow certain plugins and themes due to security or performance issues.

New Linux Malware Targets Plugins to Backdoor WordPress CMS Websites

2022: The CMS Critic Year in Review

2022 Year in Review graphic with text and fireworks in the background

We made it!
2022 is officially in the books.
Well, almost. We’ve got one more job to do – but it’s a fun one.
Now that you’re being inundated with a litany of “top 10” and “best of” lists for film, music, books, and soups (blame that one on NPR's <a href="https://www.wbur.org/hereandnow/2019/01/16/winter-soup-recipes-kathy-gunst" target="_blank">Chef Kathy Gunst</a>), it’s time for the most important awards list of all…
(drum roll)
The CMS Critic Awards!
Okay, okay, enough with the fanfare. But can you blame us?
Since 2012, the <a href="https://www.cmscritic.com/cms-critic-awards/">CMS Critic Awards</a> has held a special place within the CMS community. It’s the only platform of its kind that celebrates content management systems and related vendors across the market – from small to large – and highlights their innovation and service.
Each year, the CMS Critic Awards recognize a single winner in a variety of industry-specific categories such as Best Cloud CMS, Best DXP, Best Headless CMS, and more. Then, we share the results across media, along with our CMS Critic staff picks.
But it all begins with our People’s Choice Awards, where we put the power in your hands! Over the next few weeks, we invite you to nominate the platforms that rocked your world in 2022, so everyone can vote on their favorites – and a victor can be crowned.
<h2>How do I submit a nomination?</h2>
Good news: nominations are now officially open! You’ll have until January 20th, 2023 to submit your favorite platforms using the form on our website.
The rules are pretty simple: you can only submit one nomination, but you can nominate platforms in multiple categories. While we encourage you to highlight participation to your users and communities, companies that offer incentives of any kind will be disqualified from the contest.
Once we've tallied your submissions, we’ll pick the top three nominees in each category and open those to general voting shortly thereafter.
Ready to make your nominations? <a href="https://www.cmscritic.com/2022-cms-critic-awards-nominations/">Click here to get started</a>!  
<h2>What are this year’s categories?</h2>
Just like in previous years, we’re asking you to nominate your favorite platform in a range of categories. You’re not required to submit a choice for each, just the ones you care about. 
This year, we’re excited to introduce a few newcomers. First, with all the buzz around composable and MACH, we're giving you a chance to nominate the "Best Composable Solution." This is a broad category where multiple contenders could fit the bill, so we're curious to see what platforms make the cut. 
Getting a bit more granular, you can also submit your pick for the “Best Digital Experience Composition (DXC) Platform." With all the attention in the market – as well as guidance from Gartner and other industry watchers – it’s clear that DXC platforms are bringing new and innovative solutions to the stack.
Finally, to complement the headless CMS category, tell us which "Static Site Generator" is tops in your book. 
Here are the categories for your 2022 nominations:
<ul>
<li>Best Enterprise CMS</li>
<li>Best DXP</li>
<li>Best Free CMS</li>
<li>Best Flat File CMS</li>
<li>Best Open Source CMS</li>
<li>Best ECM (Enterprise Content Management)</li>
<li>Best E-Commerce Solution</li>
<li>Best Headless CMS</li>
<li>Best Headless Commerce Platform</li>
<li>Best Website Builder</li>
<li>Best Digital Experience Composition (DXC) Platform</li>
<li>Best Static Site Generator</li>
<li>Best Composable Solution</li>
</ul>
<h2>When will the top three nominees be released?</h2>
Nominations close on January 20th, and we’ll be announcing the top three nominees in the following days. At the same time, we’ll be opening up the general voting, so you can pick a winner from the crop. 
<h2>When will the final list of winners be published?</h2>
Right now, we’re planning to wrap general voting sometime in mid-to-late February 2023. Shortly after, we’ll release the winners of both the Critic's Choice and People's Choice Awards. Dates are subject to change without notice, but we’ll keep you posted on our website and via social media. 
<h2>We want to hear from you!</h2>
Since 2008, CMS Critic has been proud to report on the latest news and trends in the CMS industry. Our staff works tirelessly to provide interviews with movers and shakers and commentary from leading experts and authorities. Our mission is to help our readers make sense of the CMS and DX technology landscape, and support individuals and companies as they evaluate products in an increasingly complex marketplace. 
We love engaging with our community of platform partners and sponsors. We think it’s only fair that you have a chance to share your feedback on the best-performing systems. To that end, the People’s Choice Awards are decided by you – and as always, we're thrilled to have your participation.
<a href="https://www.cmscritic.com/2022-cms-critic-awards-nominations/">Submit your nominations today</a> and follow along for updates!
 
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<h2>Join CMS Industry Leaders, Digital Agencies, and Users at CMS Kickoff 2023</h2>
January 17-18 in St. Petersburg, FL
Don't miss the only conference tailored for everyone working with content management systems, from beginners to experts! Featuring two packed days with a carefully curated mixture of talks, workshops, activities, world-class facilitators, thought provokers, speakers, and session leads. Mingle with CMS leaders, system integrators, and users from around the globe at this exclusive event in beautiful St. Petersburg. 
Register today at the <a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank">CMS Kickoff 2023 website</a>.

Nominate Your Favorite Platforms for the 2022 CMS Critic People’s Choice Awards

People's Choice Award 2022 logo against a graphical backdrop of fireworks

The holidays call for a lot of cooking – and one essential ingredient is butter. 
That was also the case for <a href="https://www.tiugotech.com/" target="_blank">Tiugo Technologies,</a> an affiliate of leading M&amp;A firm <a href="https://www.psgequity.com/" target="_blank">PSG Equity</a> that specializes in early-stage mid-market technology companies. Tiugo recently announced the acquisition of Detroit-based <a href="https://buttercms.com/" target="_blank">ButterCMS</a>, welcoming the <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless platform</a> to its family of brands.
This marks the second acquisition for Tiugo in 2022. In addition to its core consultancy, the company appears to be building an API-first portfolio of developer platforms – with a keen focus on content creation and digital collaboration. 
“We’re thrilled to welcome Butter to the Tiugo organization,” said Mark Hatton, PSG Senior Advisor and CEO of Tiugo. “We believe there is a substantial market for tools that help developers accelerate digital innovation. Our goal is for Tiugo to cultivate a suite of market-leading developer platforms focused on content creation and digital collaboration to help them scale successfully and effectively. Butter delivers enterprise-grade headless CMS capabilities to our launchpad, and we’re looking forward to expanding our offerings through future impactful acquisitions.”
<h2>Collaboration brings new opportunities for ButterCMS</h2>
ButterCMS is a provider of headless, API-first content management solutions. Founded in 2017, the platform helps customers draft, manage, review and publish dynamic marketing content to websites and online apps.
“As the digital revolution accelerates, ensuring companies have easy, efficient ways to publish and manage digital content across websites, apps, and digital experiences is mission-critical,” said <a href="https://www.linkedin.com/in/lumetta/" target="_blank">Jake Lumetta</a>, founder and CEO of ButterCMS. “With this in mind, we’ve developed our product ecosystem to help address these specific needs, and through our continued product innovation, we’re committed to providing our diverse, digital-forward customer base with the solutions they require. We’re eager to continue to serve our customers in even more powerful ways in collaboration with Tiugo and with the support of PSG.”
CMS Critic had the opportunity to <a href="https://www.cmscritic.com/new-content-localization-capabilities-from-buttercms-qa-with-ceo-jake-lumetta/">speak with Jake Lumetta</a> in 2021. In the Q&amp;A, he outlined growth opportunities he saw for ButterCMS, as well as product upgrades and expansions that would help Butter stand out in the CMS marketplace.
<h2>Tiugo expansion continues</h2>
Tiugo Technologies, a PSG portfolio company, also <a href="https://www.tiugotech.com/news/tiugo-technologies-cksource-acquisition" target="_blank">acquired CKSource</a> in May 2022.
“We’re excited to support Tiugo as it continues to broaden its capabilities through acquisitions of companies like Butter with an aim to deliver a comprehensive set of platforms for the software developer community,” said <a href="https://www.linkedin.com/in/marco-ferrari-59877425/" target="_blank">Marco Ferrari</a>, Managing Director at PSG.
Tiugo did not disclose any of the acquisition's financial details for ButterCMS. That said, the company does expect to acquire additional software brands in 2023.
<h2>About ButterCMS  </h2>
Founded in 2017, ButterCMS is a leading provider of headless CMS solutions for digitally native enterprises and SMBs. Its portfolio includes hundreds of world-recognized brands. ButterCMS makes it simple and easy to draft, manage, review and publish dynamic marketing content to websites, online apps and digital experiences. To learn more about ButterCMS, visit <a href="http://www.buttercms.com/" target="_blank">www.buttercms.com</a>   
<h2>About Tiugo Technologies and PSG Equity   </h2>
Tiugo Technologies is assembling a portfolio of API-first, market-leading developer platforms focused on content creation and digital collaboration to help them accelerate growth, increase operating efficiency and fund add-on acquisitions. Our family of companies work together with an aim to succeed in the competitive developer platform market. Tiugo companies collaborate to offer holistic, differentiated solutions that grow faster, operate more efficiently and create more value together than they can alone. Tiugo is headquartered in Boston. To learn more about Tiugo, visit<a href="https://www.tiugotech.com/" target="_blank"> www.tiugotech.com</a>.    
PSG is a growth equity firm that partners with software and technology-enabled services companies to help them navigate transformational growth, capitalize on strategic opportunities and build strong teams. Having backed more than 115 companies and facilitated over 420 add-on acquisitions, PSG brings extensive investment experience, deep expertise in software and technology, and a firm commitment to collaborating with management teams. Founded in 2014, PSG operates out of offices in Boston, Kansas City, London, Paris, Madrid and Tel-Aviv. To learn more about PSG, visit<a href="http://www.psgequity.com/" target="_blank"> www.psgequity.com</a>. 
 
<a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank"><img src="https://cmscritic.com/ms-content/uploads/2022/12/cms-kickoff-2023-banner-1024x151.jpg" alt="CMS Kickoff 2023 banner" /></a>
<h2>Join CMS Industry Leaders, Digital Agencies, and Users at CMS Kickoff 2023</h2>
January 17-18 in St. Petersburg, FL
Don't miss the only conference tailored for everyone working with content management systems, from beginners to experts! Featuring two packed days with a carefully curated mixture of talks, workshops, activities, world-class facilitators, thought provokers, speakers, and session leads. Mingle with CMS experts, system integrators, and users from around the globe at this exclusive event in beautiful St. Petersburg. 
Register today at the <a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank">CMS Kickoff 2023 website</a>.

Tiugo Technologies Enhances its Portfolio of Developer Platforms with ButterCMS

Composite of ButterCMS logo, Tuigo Technologies logo, and PSG Equity logo.

Sometimes, the best place to begin is at the end.
Case in point: at the terminus of my conversation with <a href="https://www.linkedin.com/in/tifenndano/" target="_blank">Tifenn Dano Kwan</a>, she offered an impassioned promulgation.
“We can’t put people in boxes.”
The same could be said of Tifenn. To simply label her as a high-performing CMO in the technology industry would be boxing out the unique qualities that make her a remarkable leader and a compassionate, empathetic human.
Regarding people and how she cultivates both business and personal relationships, she further declared that “we need to be careful and open, always.”
Sage advice to be sure, but not the kind I was expecting from an interview that was primarily focused on analytics. And yet, these words seemed to crystallize our entire discussion, framing Tifenn’s disposition as a person who, at her core, is designed to give. At the same time, she creates a sort of sacred container for receiving, one that guided our conversation from beginning to end.
If there’s one truth that shone through our recent meeting, it’s that Tifenn Dano Kwan is undeniable. A brilliant maverick that exudes confidence, wisdom, and piercing energy. It’s easy to see why <a href="https://www.cmscritic.com/winning-the-analytics-game-an-interview-with-adam-greco-product-evangelist-at-amplitude/">Amplitude</a>, a leading digital and product analytics platform, has chosen her to shape the company’s vision and lead it forward.
It won’t be easy. As she settles into her role as Chief Marketing Officer, Amplitude faces an uncertain market. With the specter of economic recession peering through the veil for 2023, technology companies are relying on marketing and sales to become strategic engines for growth despite shrinking budgets.
Even amid these torrid times, Tifenn seems immeasurably cool, calm, and collected. This is how she rolls – and that became evident over the course of our discussion. At the same time, Tifenn is pumped about her plans at Amplitude. We talked about what she sees as the biggest opportunities, and what makes this role different from her previous CMO gigs at <a href="https://www.collibra.com/us/en" target="_blank">Collibra</a> and <a href="https://www.dropbox.com/" target="_blank">DropBox</a>. We also discussed Amplitude’s 2022 Product Report and the nuggets of wisdom she gleaned from the research.
Finally, we got personal, talking about her advocacy for the LGBTQ+ community and her focus on diversity. It’s another example of how she leads with both mind and heart – and refuses to put people in boxes.
<h2>From digital marketer to team builder</h2>
The CMO mantle was an almost predictable zenith for Tifenn, who caught the marketing bug early in her career and never looked back. Her journey began in the early 2000s, bouncing around traditional communications and media before settling into the tech field and cutting her teeth within partner and channel organizations.
“The objectives were always revenue and AR, yet I saw everything through the lens of marketing, from campaign services to vendors,” she said. “But I really found my sweet spot in organizing teams, processes, and programs.”
Maybe that’s why people call her a fixer. As she describes it, her prowess lies with mid-sized companies in a hyper-growth stage that are struggling to scale. She effectively threads the needle and brings it all together, typically managing teams of 50 to 60 people to get there.
She’s done this successfully time and again, most recently as CMO at Collibra – a leading data intelligence platform. During her tenure, she facilitated a data-driven transformation of the company’s marketing functions, helping build a category-leading brand. Prior to this, she held the CMO role at DropBox, the eponymous storage platform, where she drove revenue growth through customer centricity.
When it comes to her unrivaled “people powers,” it’s worth noting that she has a proven track record of minting CMOs. In fact, three of her previous direct reports have become Chief Marketing Officers, two at leading global organizations. This speaks volumes about her capacity to mentor and elevate her peers to the highest levels of performance.
<h2>An inflection point for marketing</h2>
Over the decades, Tifenn has nurtured a deep passion for harnessing the power of technology and DX to help teams reach their potential. In many ways, this has become her guiding mantra. Experience has clearly been a great teacher, informing her perspective on the value of marketing teams and how they directly accelerate growth.
Peering through the Zoom screen wearing a slick blazer, she prognosticated a bit about the future – and what makes this a pivotal moment of change.
“Marketing is going through a fundamental transformation,” she said. “And it’s also a consequential one where product teams and CFOs are working better together.”
This isn’t the first time we’ve heard this. In a recent <a href="https://www.cmscritic.com/mach-alliance-roundtable-focuses-on-composability-and-innovation-as-economic-activators-in-2023/">MACH Alliance board meeting</a> I was invited to, several vendors and ISVs within the community spoke about the growing alignment between technology leaders and CFOs as they look to invest in composable strategies.   
She went on to suggest that this enhanced connectivity is an essential part of the growth roadmap, and that leadership – from CFOs to CIOs – must be coordinated actors in achieving digital transformation to bring products to market faster.
“If there’s not GTM [go to market] synchronicity, then we’re missing something,” she added. “The next level of impact is to create more collaboration.”
<h2>Aiming for growth at Amplitude</h2>
While still fresh to the helm, Tifenn’s course is clear: lead Amplitude's marketing strategy to expand its best-in-class digital analytics platform and oversee its corporate, product, and revenue marketing teams.
This comes on the heels of positive customer reviews that appear to reinforce Amplitude’s focus on customer experience. The company was ranked #1 across nine categories in the <a href="https://info.amplitude.com/Digital-Asset-G2-Report_Fall-2022-G2" target="_blank">G2 Fall 2022 Grid Report</a> – including dual achievements as the #1 Product Analytics solution for the ninth quarter in a row and the #1 Mobile App Analytics solution for the fourth quarter in a row. 
Analysts are also tracking the company’s position with favor. In a recent Wave report, <a href="https://amplitude.com/press/customer-analytics-report-q2-22" target="_blank">Forrester</a> said that Amplitude was “born a digital product analytics vendor, but in a world where digital interactions make up the lion's share of customer interactions, the vendor has embraced the pivot into customer analytics." 
Aside from the positive traction from customers and market watchers, I asked Tifenn what made her choose Amplitude as her next act.
“They're at a big stage,” she said. “They want to be a multi-billion-dollar company, and I’m helping to create the integrated marketing strategy to get us there.”
But there’s more to the story, and it came in the form of a personal epiphany: throughout her career, she had been cultivating expertise in digital marketing and executing successfully. That said, she had never been what she described as an “expert” in the products she was promoting. Given her breadth of knowledge and keen focus on data and analytics, Amplitude presented an opportunity for her to breed a deeper authority over a product she believed in – and even demo its value and impact.
“When I heard about Amplitude, I was magically connected to its processes,” she said. “The business world is becoming product-lead, and I wanted to be able to talk about this product as an expert.”
<h2>Letting products guide the customer experience</h2>
I asked Tifenn to expand on Amplitude’s evolving position as a data analytics platform, and how its focus on product and customer data is different from the ubiquitous Google Analytics. Despite being the internet’s de facto standard, Google has <a href="https://searchengineland.com/ga4-isnt-all-its-cracked-up-to-be-what-would-it-look-like-to-switch-385105" target="_blank">faced criticism</a> over its chaotic move from Universal Analytics to GA4, prompting users to search for alternative solutions.
“As marketers, we need to shift to the metrics that matter most,” she explained. “The GA problem is that marketers don’t just care about the return on AR spend – they also care about the product. We retain them as customers in the product.”
I continued probing around this notion of learning about and ultimately retaining customers in the product. Why weren’t more companies going deeper into their product experiences to activate growth?
Tifenn expanded on this, tapping her own evidence-based experience. “The sooner customers interact with a product, the sooner we can convert them,” she said. “This became very clear for me at Collibra when we launched test drives and trials. This became our #1 tactic and asset because everything happens in the product.”
There it was again: in the product. It was like an affirmation echoing across our call. As a marketer, she said people don’t want to read eBooks and reports – they want to experience something meaningful that helps inform their decision in a more tangible way.
“This is where you start understanding the self-service motion and connecting the dots.”
On the topic of product-led growth, she went on to say that it’s not just a sales motion, it’s a mindset. “We need to meet customers where they are in the product and think about the funnel and the journey [from that perspective].”
To get there, it’s clear that the marketers of the future will need to be more connected through the product experience than ever before.  
<h2>Highlights from the Amplitude 2022 Product Report</h2>
I also asked Tifenn about a recent report published by Amplitude Labs, the company’s research and thought leadership arm. Dubbed “<a href="https://amplitude.com/product-report-2022" target="_blank">The Product Report 2022,”</a> it features exclusive data about the trends, industries, strategies, and products dominating the digital landscape – including the 30 “Next Hottest Products" to watch. 
According to Tifenn, the report has garnered significant interest from the market. “Within 48 hours [of publishing the report], we had already hit our quarterly goals for leads,” she said. “There is genuine interest and thirst for this data and insights.”
There were quite a few compelling points that Amplitude uncovered in its research. For example, digital product usage increased by 16% in 2022 – a double-digit gain, but a far cry from the 54% increase the previous year. This marked deceleration is likely a post-Covid phenomenon, following two years of unprecedented digital transformation.
Among the 12 industries that Amplitude analyzed in the report, the most significant growth was in HR/staffing and educational/upskilling categories. This could be the proverbial “canary in the coalmine” – an indicator that the economic downturn may be prompting workers to enhance their skillsets or seek new opportunities.
There’s also some data codifying that the “SaaS crash” many prognosticators feared was overblown. While SaaS growth did slow in the early part of 2022, things picked up later in the year, demonstrating the resilience of many platforms. Meanwhile, the company’s survey placed a spotlight on the complicated landscape of crypto-related products, which saw a meteoric acceleration in 2021. This year reflected modest gains, but the recent <a href="https://www.sec.gov/news/press-release/2022-219" target="_blank">FTX fallout</a> may have a chilling effect on 2023’s outlook.
The report also featured a survey from product leaders across industries about their plans for driving growth during a recession. There are several nuggets of wisdom here that are well worth the read. 
Tifenn also shared that Amplitude’s ranking of the next hottest companies was of great interest, prompting the report to go viral. The list includes up-and-coming apps in categories like healthtech and fitness, with brands like <a href="https://www.usemotion.com/" target="_blank">Motion</a>, <a href="https://mercdev.com/portfolio/tonal" target="_blank">Tonal</a>, and <a href="https://www.gong.io/blog/mobile-app/" target="_blank">Gong</a> populating the company’s top 10 in North America.
“What the product report validates are the elements in the economy,” Tifenn said. “It shows how technology companies have a voice in what’s going on. When those companies deliver a great product, customers respond. And the ones that really bet on their product make it to the list because it meets the needs of customers.”
<h2>A champion for diversity and advocacy </h2>
As our conversation drew to a close, I asked Tifenn about her open advocacy of the LGBTQ+ community, and her work to expand diversity within the technology sector.
“I’m an advocate by design,” she said, reflecting a bit about her wife and their bi-racial marriage, and how she built her confidence on that rock. Drawing on her personal and leadership strengths, she models advocacy and diversity in the workplace without forcing it, and it's evident that Amplitude's culture is conducive to supporting those bridges. 
Originally from France, Tifenn gave me a passionate account of the social and cultural conservatism that colored her upbringing. She came out while living in Singapore, where LGBTQ+ people have <a href="https://en.wikipedia.org/wiki/LGBT_rights_in_Singapore" target="_blank">struggled for equality</a> under a tacitly austere judicial system. In fact, prior to 2022, same-sex activities of any kind were illegal under a British colonial-era law called <a href="https://en.wikipedia.org/wiki/Section_377A_of_the_Penal_Code_(Singapore)" target="_blank">Section 377A</a>, which has now been repealed.
In a moving personal account, Tifenn shared a story about a cousin that was fiercely opposed to gay marriage. This family member ultimately chose not to attend her wedding. Rather than hold a grudge, Tifenn held steadfast to love and compassion over the years, which later lead to a reconciliation.
“When you show people kindness, they come around,” she said.
Indeed. We can all agree the world could use more kindness right now. And more leaders like Tifenn.
While the outlook for 2023 appears increasingly unsettled, Amplitude is focusing on the right people to face the challenges ahead. Maybe that's the right play. As an organization, they seem to understand that it's not just about the technology, but the people behind it – and the people it serves. 
I’ll end where I began by repeating Tifenn’s observation: we can’t put people in boxes. Perhaps by being careful and open, just as she suggests, we can unlock the real power of people to build better products and digital experiences.
And, if we're lucky, a better world.  
 
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Unlocking the Power of Products and People: A Conversation with Amplitude’s New CMO Tifenn Dano Kwan

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