“We have a crucial, missing piece of this 360-degree view of the customer,” Inlow said. Basically, Tracx crunches social data together and integrates with other enterprise software (like CRM systems), allowing its clients to figure out how to execute.
Tracx’s insights could provide feedback about a faulty product, for instance, or analyze where a customer is in the purchase funnel. A company could discover if all its customers with high purchase intent are hanging out on Twitter or on a product-focused blog.
“It could be that Facebook is not the best way to sell cameras,” Gilad offered as example. “Certain blogs we cover yield a higher conversion rate.”
As the marketing and advertising worlds draw closer together, Tracx hopes to be in the middle.
“The answer lies in the ability to plug and play into the ecosystem, to round out the 360-degree view,” Gilad added.