This allows brands to build richer consumer profiles, perform advanced segmentation and analysis, as well as activate customers through targeted and personalized marketing initiatives. It’s a way for brands to gather more top of the funnel data to pair with the bottom of the funnel figures such as purchase history.
Wendell Lansford, Offerpop CEO, commented on the announcement in a press release:
Today’s ‘always on’ world offers limitless opportunities for brands to engage with consumers across digital and traditional channels. It’s now critical for marketers to harness the new data stemming from these engagement programs to better understand their consumers, and activate and convert their audiences. Our new data product allows brands to collect, own and manage their consumer engagement data in one system built to produce the best marketing results in the industry.
Dario Lopez, director of digital media and development at Latina Media Ventures, discussed the new technology:
Offerpop’s insights offer us the opportunity to adjust our social media and marketing strategy like never before. No longer do we need to rely on multiple third-party services to aggregate and make sense of all of the data from various networks. Not only does this tool save us time, it helps us meet our bottom line.