Ensighten Joins IBM's Universal Behavior Exchange

<>Ensighten, a provider of enterprise tag managementand omnichannel data services, has joined IBM's Universal Behavior Exchange (UBX).

Through this integration, Ensighten offers data collection that can fuel IBM UBX with audience and event data. This cross-channel data can be used to power IBM Customer Experience Analytics. IBM Marketing Cloud can also leverage this omnichannel data.

Ensighten's UBX integration is currently the only enterprise tag management and omni-channel data solution that is certified as Ready for IBM Commerce.

"Ensighten brings tremendous experience and leadership in tag management and customer data collection for many of the world's biggest brands," said Ken Bisconti, vice president of customer analytics at IBM, in a statement. "Brands are looking to harness data from all of their disparate technologies and data sources so they can fuel both insight and action. Together, we are uniquely able to deliver on this vision."

Now, joint customers can leverage the rich behavioral data from the Ensighten product suite through IBM UBX. This includes the following:

• Ensighten Manage: IBM UBX customers can start with a basic version of the Ensighten Manage enterprise tag management solution, focused on deploying IBM analytics and IBM marketing technologies with point-and-click simplicity. Customers can expand their use of Ensighten Manage and get instant access to more than 1,100 turnkey vendor tag integrations.
• Ensighten Pulse and Mobile: With these Ensighten offerings, users can now publish standardized first-party data from offsite locations in mobile, kiosk, digital advertising, IOT and more to IBM UBX. This behavioral data can be subscribed to by the IBM Marketing Cloud to enhance personalization and optimize engagement. It can also be used to better visualize the holistic customer journey within IBM Customer Experience Analytics. All of the data collected via the integration can also be used to create powerful profiles within Ensighten One, a complementary profile management service, and leveraged for in-the-moment action.

"Driving true one-to-one personalized experiences across channels and devices is a common goal of many marketers," said Josh Manion, CEO of Ensighten, in a statement. "While marketers have more technology and data at their disposal than ever before, they lack a common mechanism for collecting and unifying interaction data to create better experiences. Our new UBX integration gives IBM customers the ability to orchestrate all of their data and technology in ways never before possible. We are extremely proud to partner with IBM for this strategically important integration."

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