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For our latest specialist interview in our series speaking to technology leaders from around the world, we’ve welcomed Iskren Vankov, the co-founder and CTO of 3veta.com. Iskren is a top-of-class graduate from Edinburgh, Caltech, and Oxford and is also a published researcher in the field of Quantum Physics.

NetSuite is an enterprise resource planning (ERP) business management platform part of the Oracle enterprise software ecosystem. Although it's primarily intended for small and medium-sized businesses, organizations of all sizes and industries have successfully used NetSuite to balance their checkbooks, manage inventory, bill and invoice customers, and more.

A recent study showed that 55% of businesses believe they have less than a year to innovate before they start to suffer financially and lose market share. In a world where the digital consumer expects a personalized experience and real-time access to information on any device of their choosing, 12 months might be too long. Implementing microservices as a business strategy enables companies to keep pace with customer demand in the never-ending competition to gain market share.

Account-based marketing, or ABM, is more often used as targeted demand generation—not one-to-one marketing. In a 2020 study of more than 300 organizations worldwide, Forrester found that “a significant number of respondents claimed they were using an ABM approach but weren’t doing what we would consider the basics of ABM, such as working with sales.”1 ABM isn’t just about assigning one siloed team the responsibility of targeting and revealing high-potential prospects.

Google Analytics replaced views in Universal Analytics with data filters in GA4. Here is how to set up and use these filters.