Silverpop Launches Universal Behaviors

Silverpop, a digital marketing technology provider, today launched Universal Behaviors, giving marketers access to a live stream of real-time behaviors that they can instantly integrate into highly relevant individualized campaigns.

To make this functionality possible, Silverpop developed a framework inside Engage that stores and processes large volumes of data as individual interactions. The data is stored in a single customer view.

Universal Behaviors incorporates data collected through Silverpop partners Webtrends, Argyle Social, Digby, and Invodo as well as actions taken via Silverpop's native PlacePunch and mobile offerings. The partner network will continue to expand and Universal Behaviors can ultimately include any data integration or activity.

"We are excited to be one of the first Silverpop partners to participate in what we believe is a very important step for marketers who are striving to deliver very personal experiences," said Jeff Seacrist, vice president of product strategy at Webtrends, in a statement. "Today, interacting in the moment is critical as buyers are more connected than ever. Incorporating Webtrends Streams into Universal Behaviors will give Silverpop clients an important advantage in delivering real time marketing to customers."

"Marketers are being bombarded with a tremendous amount of data about their customers, which often seems like noise," said Bryan Brown, director of product strategy at Silverpop, in a statement. "To deliver highly relevant campaigns that convert, marketers have to not only hear everything but act on what they learn. Now they can extract individual conversations and engage each person in real time. Universal Behaviors removes any remaining barriers to the vision of delivering true one-to-one communications to limitless numbers of customers via behavioral marketing automation."

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