7 Launches Customer Acquisition Cloud
Customer engagement platform 7 today launched the 7 Customer Acquisition Cloud, a marketing suite that aims to assist marketers in connecting with consumers throughout the customer journey. The solution is the result of 7's acquisition of search bid optimization company Campanja and adaptive advertising personalization platform EngageClick.
The real-time, cloud-based solution relies on Big Data and predictive analytics to link customer interactions across Web, mobile, chat, social, and phone channels with the goal of gaining deeper understanding of customers and improving service and sales results for large businesses.
The acquisition of Campanja in August 2015 has enabled 7 to offer advanced bid optimization software that uses a combination of automated, high-frequency bidding and predictive data modeling to help marketers accurately predict the true value of search clicks and respond to changes in search patterns in real time. The solution's highly personalized search campaigns can provide cost-effective customer acquisition when used with 7's customer intent data.
"The Campanja technology literally is the highest-frequency search bidding platform out there. When you bid on an ad, most search bidding technologies do one price for a bid over the course of a day. With the Campanja technology, we can do up to 168 times a day," says Scott Horn, chief marketing officer at 7.
By acquiring EngageClick, 7 now offers a content personalization platform that uses machine learning to continually adjust and personalize the customer experience, by making constant changes to marketing content and consumer engagement on both inbound and outbound channels. The machine learning system is integrated with multiple data sources and data platforms and relies on a combination of predictive prospecting software, retargeting software, and predictive optimized targeting software to deliver customized content to each customer.
"What EngageClick adds is extremely scalable technology that lets us do creative optimization at scale. We can run a large number of variations [such as] different colors, different background colors, different messaging, different imagery," Horn says.
"What we're going to do is integrate the Campanja and EngageClick technology to provide a holistic experience," he continues. "Campanja offers the highest frequency search bidding technology on the planet, and EngageClick offers high-speed, at-scale creative optimization. More and more of our customers around the world who are leveraging our platform want us to extend it into the acquisition space. We can make search and display advertising much more effective."