Acquia Enhances Digital Experience Platform to Power Omnichannel Customer Journeys
The combined power of the customer data platform (Acquia CDP) and Acquia Personalisation enables Acquia customers to create digital experiences based on knowledge gained from a broader array of channels.
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Acquia has enhanced the capabilities of its market-leading digital experience platform, Acquia DXP, to create richer, more personalised customer experiences. Acquia introduced the new capability today at Acquia Engage Paris, the company’s customer and partner event.
As brands engage with their customers across more and more touchpoints, they face the challenge of collecting and leveraging the behavioural data available from these disparate sources. Marketers commonly struggle with challenges such as:
- Personalising customer journeys of anonymous visitors as they become known and understood. By continuously collecting behavioural data, marketers can assemble it into a single profile view. This improves as additional identifying information becomes available, allowing visitors to progress from anonymous to known to understand.
- Consolidating all IDs associated with a unique individual, regardless of channel and device. As a customer moves among channels, multiple tracking IDs are generated through interactions with different systems and potentially from multiple client devices. The marketer needs unified 360 profiles of these known customers that leverage all customer activity.
- Creating responses to customer actions that consider interactions at every touch point. For example, marketers want to use behavioural data from the website to make product recommendations based on past interactions, even before the customer has been identified. Campaigns such as these can help improve conversion rates.
The combined power of the customer data platform (Acquia CDP) and Acquia Personalisation enables Acquia customers to create digital experiences based on knowledge gained from a broader array of channels, making the most of their anonymous, known, and understood customer data.
“Marketing teams that use a CDP as a point product commonly struggle to take full advantage of data from multiple channels,” said Mark Picone, SVP and General Manager, Acquia Marketing Cloud. “Acquia has closed this gap, making it possible for marketers to assemble more sophisticated digital experiences by enabling better personalisation and segmentation for all customers, regardless of the digital channel. This allows them to design more effective campaigns that reflect how their customers interact with the brand.”
