TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

New Signal #Infographic: Why a single view of the customer is vital for marketers:

“The customer journey is now so fragmented that the ability for a marketer to measure their marketing efforts across all channels, whilst providing a seamless customer experience is an increasingly complex discipline, said Neil Joyce, @Signal Signal’s Managing Director EMEA (pictured).

Signal, the global leader in cross-channel marketing technology, today launched the industry’s first customer identity management solution that helps marketers unlock the coveted single view of the customer on an always-on basis, while allowing brands to maintain control of profile data.

http://www.signal.co/

“Marketers’ ability to deliver true one-on-one marketing is limited to their ability to identify customers across channels and devices and unify fragmented engagement data,” said Mike Sands, Signal’s CEO. “Signal’s Unified Customer View solution enables marketers to understand the entire cross-channel customer journey and puts ownership of first-party data back in their hands where it belongs. Signal gives brands complete flexibility to call the shots in leveraging matched profiles, wherever and however they want.”

Global advertisers are already using the solution, including Kraft Foods Group.

“The ability to view the customer through a single lens enables critical measurement, optimization, efficiency and personalized use cases,” said Jason Niemi, Associate Director – Marketing Information Systems at Kraft Foods Group. “Signal Fuse is helping empower us to understand the panoramic customer journey.”

With Signal’s solution, marketers can drive broad insights and power key cross-channel use cases, including measurement/attribution, media targeting, content personalization and ad message customization. The solution streamlines and simplifies data gathering and offers an improvement on existing “single view” solutions by delivering the following benefits:

A true 360-degree view of the customer journey spanning the range of online and offline channels and touchpoints: web, mobile apps, email, ads, CRM systems, point of sale and more.
A portable, unified data set that clients own, control and can utilize with any technology or vendor across the ecosystem.
An always-on identity solution via a 24/7 data stream delivered to any measurement or activation endpoint.
Customer-level matching for complete, accurate insights.
Ability to take action on profiles in real time across measurement, activation and media channels.
The solution leverages the following capabilities of the Signal Fuse Open Data Platform:

Enterprise Data Layer – Collects 100% of a brand’s customer engagement data across channels and devices in real-time and aggregates it into a centralized hub.
Enterprise Identity Layer – Matches fragmented consumer profiles.
Real-time Data Availability – Lets marketers easily distribute their data in real-time to any desired analytics, marketing, or media endpoint.

“The customer journey is now so fragmented that the ability for a marketer to measure their marketing efforts across all channels, whilst providing a seamless customer experience is an increasingly complex discipline, said Neil Joyce, Signal’s Managing Director EMEA (pictured).

Our new solution provides a universal data layer that is the key to building rich, accurate user profiles through a continuously updated, unified data set that brands can access anytime for better marketing and optimization. This data asset will create lasting value across the enterprise.”