Knotice, a provider of direct digital marketing software and services, recently joined forces with social software maker Gigya in a partnership that will allow marketers to leverage permission-based Facebook data across marketing channels.
Through the partnership, marketers can now fuse information (such as customers' Facebook likes, check-ins, and interests) that they collected and stored in Gigya's Identity Management Platform with existing customer data and cross-channel activity (such as purchase history, clicks, and search activity) within Knotice's on-demand software platform Concentri.
As a result, marketers will be able to better target their email marketing campaigns and other promotional activities based on their customers' locations, interests, and on-site actions such as sharing and commenting. Brian Deagan, CEO and cofounder of Knotice, pointed out that these capabilities only exist, however, when consumers have opted in to share their information with the respective brands.
"One of the challenges marketers face is being able to engage their audience in a relevant way, especially in the digital market," Deagan says. "We're enabling our users to get access to a vast amount of data that they can leverage in a meaningful way, but it's up to the marketer to decide want they want to ask for. And at the end of the day, if marketers want that level of access, they need to offer compelling data in exchange."