Marketo Heads To Israel To Start Up A New Innovation Centre

Marketo Heads To Israel To Start Up A New Innovation Centre

Marketing software company Marketo has announced the opening of its Global R&D and Innovation Centre in Tel Aviv, Israel focused on enhancing its leadership position in big data and predictive analytics.

Dana Dobbie
Posted by Dana Dobbie

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’s Global R&D and Innovation 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.

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

  • 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. Most recently the team in Tel Aviv released a 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,” said Steve Sloan, senior vice president, product strategy and partnerships at Marketo. “This new investment and expanded team brings together the best and brightest to discover and develop the next generation in analytics.”

Marketo acquired real-time personalisation platform, Insightera in 2013, based in Tel Aviv. The development of the Global R&D and Innovation Center 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.