News Byte: StrongView Wants Marketers To Embrace All the Data With InteractionStore Offering
Source: ilovestrawberries via deviantART Creative Commons
Marketing software provider StrongView has added to its stack with InteractionStore, a customer insight platform designed to link what the company describes as an “unlimited” amount of cross-channel marketing data, thereby enabling its marketer clients to understand the customer's current mindset. StrongView's idea—that all data needs to be united—is antithetical to the more common refrain among data marketers: It's only about the right data rather than all the data.
“That's the silliest thing you can think,” says StrongView's VP of Marketing Shawn Myers, who believes the company's counter philosophy future-proofs data solutions. “[We shouldn't] throw stuff away that we may, in the future, find critical. If the cost is reasonable, I don't think this is a controversial theory. We're saying don't throw out valuable knowledge of your customers, because the new bar is deep contextual understanding of those customers.”
InteractionStore ties into other products within StrongView's marketing stack, notably its cross-channel email/social/mobile messaging solution Message Studio. InteractionStore is designed to gather the unstructured customer interactions across numerous channels, allow marketers to append the data from additional sources (say a marketer wants to include product-catalog or social interaction information), and churn out analytics and insight. Clients can then use Message Studio to design, test, and send messaging campaigns.
StrongView has traditionally focused on building marketing technologies designed to simplify complexity. Myers points to Message Studio's drag-and-drop campaign design interface, and its ability to handle multivariate testing, which he describes as a competitive differentiator. “The reason others aren't doing it is analysis paralysis,” Myers claims. “It's hard not because the data science is too complicated, it's hard because marketers don't understand statistics and don't really want to. They want to set up tools to help them set up a test, improve a test, and execute a test.”