“A lot of our customers are using mobile apps to drive loyalty or other high-quality in-app experiences,” she said at the company’s client summit in New York last week. “Most (like customer Delta Airlines) are trying to drive personalization and understand cross device – not [necessarily] driving in-app ads.”
Although Ensighten does not classify itself as a data management platform, it offers data management capabilities. A client might use Ensighten Activate, for instance, to port first-party data through Oracle or Adobe’s respective DMPs and match that up with digital and site-level data from Ensighten.
A number of enterprise clients, such as Coca-Cola and United Airlines, use Ensighten’s Pulse product to pixel ads onsite and, in some cases, build out a cookie pool or the basis of a device graph.
Ensighten is a beneficiary of the collision of tag management, attribution and data management, a trend that Forrester analyst Tina Moffett predicted would accelerate.
Adobe, for instance, unified disparate solutions like tag manager Satellite, Omniture (now Adobe Analytics) and Demdex (now Adobe AudienceManager) into core parts of the Adobe Marketing Cloud.
Thus, tag management as a standalone point solution is obsolete, as a number of providers create open data platforms and customer experience suites.
In addition to Ensighten’s no-SDK mobile platform, it will next flesh out its attribution solution, which Wood said would be supported soon by a single Pulse pixel to improve the collection and management of onsite as well as offline marketing signals.