Digital marketing and customer experience platform Mapp has announced a range of updates to its Mapp Cloud marketing platform.
The company’s offering allows companies to make use of customer intelligence and marketing analytics to gain insights into customer data and in turn drive more personalised marketing activities. Self-optimising campaigns, meanwhile, leverage automated messages which differ based on personalisation.
New functionality includes the integration of Mapp Cloud with ecommerce shops for product recommendations, as well as a new Web Push function which allows for the delivery of targeted messages based on real-time website visitor behaviour.
With the latest update to Mapp Cloud, we have reached another significant milestone. Creating insight-led customer experiences is based on the ability to derive true customer insights from the data at hand, and to incorporate these insights into customer communications across all channels,” said Steve Warren, CEO of Mapp.
Other new features include:
- An analytics API, which allows the integration of marketing analytics functionality in third-party applications and systems such as ecommerce shops, content management systems and data visualisation tools
- The triggering of marketing automation workflows via API calls, enabling the sending of personalised email, push and SMS messages
- Product recommendation features such as customised buying tips and automatically targeted values based on an algorithm
“With Web Push, we provide our customers yet with another marketing channel that can be used to optimise conversion rates and to reactivate consumers online. Added to this is the new Analytics API, which allows customers and partners to create their own solutions based on smart data from Mapp Intelligence,” said Steve Warren.
The company recently hailed record growth in the first half of 2021, increasing new customer acquisition by 16%.
“We are very positive about the future and are looking forward to numerous new features being released soon to enable insight-driven cross-channel marketing,” said Steve Warren. “The market is clearly reflecting recent changes due to the massive acceleration of digital transformation and dedicated online business models, increasing the need for marketing intelligence from first-party (data privacy friendly) customer data.”
