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Ensighten’s tags open up data collection for IBM’s Marketing Cloud

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Michael Ambriz
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The cloud-based UBX is a exchange of individual behavioral data between systems, so that marketers don t need to contact IT to integrate, say, mobile marketing platform Vibes, social media marketing platform Shoutlet, and IBM s Marketing Cloud.

On the other hand, Ensighten s Manage tag management solution, which involves some JavaScript in a website header, can capture data from any website and allow it to be processed by more than 1100 integrated vendors — including data management platform BlueKai, retargeter Criteo, or community review platform BazaarVoice — and then sent to the Marketing Cloud.

But Adobe s tool is not integrated with UBX, so Ensighten allows her to pipe website data directly to UBX and thence to IBM s Marketing Cloud tools.

Similarly, Ensighten Pulse and Mobile gathers data from mobile devices, digital ads, kiosks, and the Internet of Things for UBX.

Once the data reaches the Marketing Cloud, it can be used for such tasks as personalization or profile creation.

While the others have their limited tag managers, none have integrated with a full enterprise tag management system in this way.

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Michael Ambriz
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