Today we’re going to profile a few of the brand’s our ESP change detections have recently surfaced. These change detections are extremely useful because they indicate brands that are trialing a new ESP, adding an additional ESP, or just switching to a new ESP entirely.
Update: Rolling Stone (Alexa #1,725)
Before we look at our newest findings, an update on Rolling Stone, which we covered in February, is in order.
At the time we published that post, we concluded, based on our detections, that Rolling Stone was switching back to Salesforce Marketing Cloud after having used Maropost for several years. This, in fact, is precisely what happened, as shown below.
Looking at the chart, we can see that Rolling Stone was sending with Salesforce from the time we initiated coverage in late-2014. In late-2015 they began sending campaigns using Maropost as well. In late-2017 it appears they trialed Oracle Marketing Cloud (shown as Blue Kai on the chart) but ultimately remained with Maropost. Finally, they seemed to settle on the switch to Salesforce, which is where they remain today.
The Atlantic (Alexa #1,153)
The Atlantic has been using IBM Marketing Cloud for about the past 18 months, which the chart clearly shows. But a closer look reveals those two green dots — campaigns sent using Salesforce. It was only two campaigns — one each in April and May — and more than a month has passed since the last. While this appears to have been a failed trial, it’s possible The Atlantic is at the very least considering switching. We’ll have an update on this one in about a month.
Reebok (Alexa #15,532)
Adobe Campaign has been the ESP of choice at Reebok for quite a while. Over the past week, though, they’ve sent two campaigns using Salesforce, one last week and one today (June 19, 2018). In between, they sent a single campaign using Adobe, so it’s too early to say if this is an in-progress switch or merely a trial.
The Old Farmer’s Almanac (Alexa #22,816)
almanac.com is the online version of The Old Farmer’s Almanac, where the weather forecasts, divined months ahead of time, are “traditionally 80 percent accurate”. (This has not been my experience, but it’s all in good fun.) Listrak has been their ESP since we initiated coverage in late-2014. Recently, though, they’ve begun sending sponsored campaigns using WhatCounts (the yellow dots in the chart above) while continuing to send other campaigns with Listrak. From the available evidence, this appears to be a case of a brand adding a secondary ESP.
ShopStyle (Alexa #3,017)
There’s no ambiguity when it come’s to ShopStyle’s chart. A longtime customer of Yesmail, they switched entirely to MessageGears at the very end of March. Since that time, they’ve begun sending with greater frequency.
GeekBuying (Alexa #3,896)
GeekBuying has an odd history. WebPower was their ESP when we initiated coverage, followed by a switch to Experian in late-2016. After a highly visible campaign gap last year, they returned in late-summer, still with Experian, and publishing regularly. The waters got a little muddy earlier this year when they sent two campaigns using WebPower (the blue dots peeking out from behind the yellow). Most recently, they sent a campaign on May 31st using Reasonable Spread. Since that time, though, they’ve been quiet. There’s no telling what’s going on here.
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