Marketers have been drawn to using algorithmic attribution to track the customer journey and enhance cross-channel spend, but they’re unable to do it at an optimal speed, according to a new study from Forrester Consulting and Visual IQ.
Software company Pegasystems Inc. has partnered with Merkle, a data-driven performance marketing agency. The partnership aims to help businesses drive more personalized customer experiences by unifying first-party data from CRM applications with third-party digital advertising data.
Customer service and sales platform and applications provider 7 has launched its Customer Acquisition Cloud, a suite of marketing technology solutions designed to enable marketers to better connect with customers. When combined with 7’s intent-driven, predictive customer engagement platform, the Customer Acquisition Cloud provides insight into the entire customer journey.
Marketing performance management company Hive9 unveiled a new solution designed to automate the journey mapping process for B2B organizations. The solution analyzes a variety of customer journeys and prospective buyers to map marketing and sales touchpoints that can lead to a higher propensity to close deals.