Utilizing Merkury and ActionIQ’s CDP, you can resolve for customer identity and enrich anonymous profiles through integrations with third-party identity providers for modeling and segmentation. Then, you can use ActionIQ to activate those developed audiences within Merkury and other activation channels. And finally, the integration allows you to bring media attribution intelligence to first-party identity graphs to fine-tune models, segments, and campaigns.
The goal of top-funnel personalization is to specifically address top-of-funnel gaps caused by third-party cookie depreciation and the associated “loss of visibility” of data management platforms. With this, users can easily create a personalized content journey (even for anonymous users) to help increase content-based conversions.
Leverage data and content to create contextualized, relevant experiences across all channels, platforms, and devices. This includes integrations with your adtech platforms and allows you to manage interactions and direct 1:1 messaging with ease. ActionIQ’s Smart Hub gives marketers a one-stop interface to understand customer behavioral trends for campaign orchestration, enabling more targeting precision and greater operational and time-to-market efficiency.
For this use case, ActionIQ and Merkury can help with the creation and maintenance of rules-based and analytic-based audiences used to inform all inbound and outbound channels and media experiences. Users have the ability to build look-alike models to find customers with high-value attributes, define and segment profiles, and help to inform more granular campaign planning.
Want to learn more? Download our guide, A Collection of CDP Fails: 5 Stories to Learn From.
Check out the press release on this partnership here.