Marketing solution provider AgilOne has introduced its predictive marketing cloud, an integrated tool that combines data analytics with marketing capabilities in a single, unified hub. The AgilOne 5 Predictive Marketing Cloud was built "entirely from the ground up," which enables the solution to deliver the kind of seamlessness and depth of functionality that can't be created by "piecing together different acquired technologies," CEO Omer Artun says.
For AgilOne, the main goal in developing its predictive marketing cloud has been to "transform reactive marketers into proactive marketers," Artun says. While the importance of data analytics has been on marketers' radar for some time now, Artun says that understanding and determining how to best act on that data has been challenging for marketers. Furthermore, even the solutions that do make data analytics attainable for marketers have only limited integration with marketing solutions that actually execute campaigns. "Marketers often don't know how to tackle the data, and when they do, making it actionable and putting it to work in a campaign is complicated," Artun explains.
One of the key features in the AgilOne 5 Predictive Marketing Cloud is its Revenue Finder tool, which uses predictive analytics to generate reports on customer engagement opportunities. The reports help retailers get a handle on how to re-engage customers who have purchased something from a brand, but haven't become loyal shoppers. The Turnkey Actions tool plays an important role in the marketing cloud as well, enabling users to link online and offline data to make it recognizable, apply AgilOne's predictive algorithms to the data, and suggest subsequent campaign actions. With the most recent marketing integrations in place, the suggestions can quickly trigger actions, such as marketing emails or other outreach.
In addition to launching its integrated marketing cloud, AgilOne made a number of updates to the individual components of its platform. The Actions interface, for example, now allows marketers to add rules and smart elements, such as likelihood to buy or lifetime value, to ensure that the Actions tool is recommending the most appropriate campaign course. The email interface got a makeover as well, and now provides marketers with on-demand audience, campaign, and content templates to create life-cycle–marketing initiatives, such as abandoned browse or customer reactivation, according to a company statement. These, too, can be injected with smart elements to personalize the content, Artun explains. And marketers can also use the same interface and smart content functionality to add personalized recommendation modules to their Web sites.
AgilOne's Predictive Marketing Cloud was built for mid'market customers, but Artun says the solution has the sophistication to compete with enterprise solutions as well. "We know there are other marketing clouds out there. But if you look at what Adobe or Salesforce or Oracle has, they're very siloed. Under the hood, Adobe is just Omniture tools and Neolane tools, Salesforce has ExactTarget, and Oracle has Responsys. They've all made a series of acquisitions and put those solutions together, but it's still a very disjointed experience for marketers," he says. "The AgilOne 5 Predictive Marketing Cloud doesn't have these silos," he adds.