“Regardless of how much money was spent within a certain variant, we’re able to [see via] advanced analytics that it was really the number of orders the consumer made that was driving loyalty,” she said. “We defined loyalty by product segment and amount of money spent.” Anametrix also factored in such variants as season, product category and competitive intelligence.
Ensighten’s building its own version of a marketing stack. Most recently, the company acquired TagMan, which added attribution marketing, but the core of Ensighten’s offering is “Ensighten Activate,” its data-management platform, and “Ensighten Privacy,” a privacy management application independent from Ensighten’s TMS.
“Tag management is really about owning the customer relationship and driving a one-to-one interaction, rather than just getting a pixel to fire somewhere on your site,” Manion said. “One of the things we’re looking at is, as you create an offer and you want to deploy that consistently across your website, mobile apps, etc., ‘How do I do that in a way that doesn’t involve me going to 15 different [data] sources?’”
“We’re looking at that,” was Manion’s response when asked if Ensighten will make a bid for campaign execution, as Adobe did with Neolane. “I can’t say whether we will partner or buy in that area,” he said, but he noted that “when you have manual steps in a [marketing automation] process, that’s when you wind up with disjointed” data outputs.