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Selligent Marketing Cloud, the B2C marketing automation company, and Signal, the leader in real-time data onboarding and customer identity resolution provider, today announced a partnership designed to give marketers the ability to reconcile consumer identities across the worlds of owned and paid media.
Pairing identity resolution with marketing automation meets the dual challenges facing today’s marketers: achieving a unified view of the consumer relationship across touchpoints, and activating consumers through brand-driven engagement. The resulting marriage of advertising data, identity, and marketing strategies give brands the capabilities to deliver uniquely personalized customer experiences spanning all channels.
“Identity has emerged as a critical currency in digital media,” said Joe Doran, Chief Identity Officer at Signal. “As more and more customers expect individualized experiences, marketers must shift resources toward owning and operating their own identity assets. This partnership with Selligent enables marketers to strengthen customer relationships while gaining a more accurate view of buying behaviors on the individual level.”
Recent consumer expectation survey data from Selligent echoes the notion that consumer expectations are on the rise but so are the challenges marketers face in capturing and leveraging data to strengthen marketing strategies. Bridging the gap between paid and owned media is certainly a part of the problem, as traditional methods for reconciling insights from each can be arduous and time-consuming.
“Digital marketing and advertising move at a pace that requires technologies to be more tightly integrated to deliver a holistic and more accurate understanding of consumer relationships,” said John Hernandez, CEO at Selligent Marketing Cloud. “The direct correlation between first-party data and ad-driven insights is a powerful tool as brands aim to provide rich and truly personalized experiences. Companies that are unable to connect these points quickly will not only miss countless opportunities to drive revenue but also risk relationships with consumers who have come to expect much more from them.”
Selligent and Signal’s partnership ultimately clears a path towards improved customer lifecycle management and more effective use of paid and owned media channels, signifying a new class of technology integrations aimed at creating powerful, targeted and cohesive interactions between brands and consumers.
About Signal
Signal (signal.co) is the independent provider of real-time data onboarding and customer identity resolution provider for enterprises. Signal’s platform transforms the customer experience by providing contextual relevance at all points of engagement, regardless of place or time.
Today, Signal’s technology runs on more than 45,000 digital properties in 158 countries. The platform facilitates billions of data requests monthly, supporting top brands around the world generating more than $1.5 trillion in commerce, including Allstate, Audi, Crate & Barrel, JetBlue Airways, Starcom MediaVest Group, Starwood Hotels and Resorts, and many more.
Signal has been recognized with numerous awards and honors, appearing on the Inc. 500 list of the fastest growing companies in 2015, 2016 and 2017.
About Selligent Marketing Cloud
Selligent Marketing Cloud (selligent.com) is a marketing automation platform that enables B2C brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.
More than 700 brands across retail, travel, automotive, publishing, and financial services rely on Selligent’s proven platform. With 10 offices across the United States and Europe and more than 50 agency partners, Selligent serves over 30 countries with local, personalized service.
Contact: Michael Tilus for Signal
E: michael[at]broadsheetcomms.com.
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sylvie.tongco[.]selligent.com 
