Cross-channel marketing technology firm Signal has launched what is thought to be the industry’s first customer identity management solution to help marketers unlock single customer view on an always-on basis, while allowing brands to maintain control of profile data.
“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 customisation. The solution streamlines and simplifies data gathering and offers an improvement on existing single view solutions.