Last month Adobe launched a “Master Marketing Profile” feature for its integrated marketing cloud, but another Bay Area software firm says it’s got a better product.
Multi-channel marketing platform Sitecore announced today that it was launching Sitecore Experience Database, a data repository that hosts consolidated information about a customer taken from multiple marketing channels. The Experience Database integrates with Sitecore’s main product, the Sitecore Experience Platform which enables brands to manage and deliver customized experiences to consumers across a variety of digital channels. Clients include American Express, Heineken, L’Oreal SA and Carnival Cruise Lines.
With the Experience Database, Sitecore says it will be able to offer marketers a single view of a customer, gleaned from a variety of engagement sources. This includes customer interactions across a brand’s social, mobile, website and email channels. In this way, marketers will have a unified view of a customer’s profile, online behavior and a record of all the ways they have engaged with the brand across all its owned channels.
“From day one, we have been building out the Sitecore Experience Platform so that every channel interaction, every bit of customer insight, every automation, works together so that marketers can drive a seamless real-time experience for customers,” says Michael Seifert, founder and CEO of Sitecore. “The Sitecore Experience Database removes any limits marketers and IT face when working with previously disconnected data.”
In addition to utilizing all the data from Sitecore’s platform, additional data can be used to build customer profiles through the integration of third party data.
While this sounds a lot like what Adobe just launched for its own integrated marketing cloud, Sitecore maintains that it’s ahead of the competition because it’s platform was always built to be used in an integrated manner, and it doesn’t have to work at making all the channels combine information. “Everything is connected automatically, it is already a complete, integrated platform,” says Mark Floisand, Sitecore’s VP of product marketing. “Our competitors certainly aspire to reach that level of integration, but right now, their data is mostly an amalgam of disparate systems.”
Since all the data collection is automated, Floisand says it gives marketers the option to always have up to date information about extremely specific consumer segments, even if they don’t need it at the time. “If I’m a marketer, I don’t always know which campaign I’m going to run based on which data, a few years down the line,” says Floisand. “But two years later, when I decide to run a targeted campaign, I can always pull that segment out and create a highly specific campaign around it.”
