Data outfit Umbel is gearing up for the holiday shopping season with a new vertical offering aimed at helping brands own customer data, gain actionable insights and customize their marketing and sales efforts to drive return on investment.
Umbel said in a release that while many brands have built loyal followings on social networks including Facebook and Instagram, they often do not have the capability to take action on the data they collect from those platforms, adding that its new vertical offering is aimed at giving those brands “the who, what, when, why and how of their consumers.”
The new offering’s core features are:
- Unify: A suite of more than one-dozen audience activators to quickly, intelligently and ethically capture new data across any digital touch point (contest, ticketing, event RSVPs and more). Umbel unifies data securely in real-time via data connectors, and offers data rights keys to securely collect data from partners and vendors. The result is all of a brand’s customer data (from data-management platforms, event stream processors, customer-relationship management, Web analytics, mobile, ad servers, social media campaigns, third-party ticket sales or subscriber billing systems) in one place.
- Visualize: Umbel’s visual interface makes it effortless to find and take action on a brand’s most valuable customers by displaying customers across silos. A beautiful, clean interface empowers marketing and sales teams to easily see audiences and create custom segments based on demographics, social data, transactional data, brand affinities, behavioral traits, professional traits and custom tags. This includes real-time insights, comparisons and tracking.
- Convert: Umbel’s Digital Genome audience analysis technology sorts through 18,446,744,073,709,600,000 audience profiles in less than one second to offer rich insights on customers. Brands can take these insights and act on them instantly to hone deep consumer persona insights; understand the value of online channels and audiences; drive effective campaigns; supercharge direct sales with targeted coupons; and develop more relevant marketing content.
Founder and CEO H.O. Maycotte added in the release:
Chief marketing officers and brand marketers should have the ultimate insight, control and access to their customer data. With Umbel for brands, they no longer have to hand their valuable customer data over to the middlemen of digital advertising. When they change vendors, they won’t lose all the amazing customer insights that are surfaced via Umbel. They own the data. They can take action on it — on their own terms and without relying on others.