SBC News Voice of the Sports Betting Industry
Signal, the provider of an identity asset for brands such as Sky Betting & Gaming, has announced its first enterprise-wide platform with instant customer recognition.
Building on its Unified Customer View solution, launched in February 2015, the industry-first Customer Identity Solution enables marketers to instantly recognise customers and deliver contextual relevance at critical marketing moments beyond advertising and at any touchpoint.
The purpose-built platform also translates data into a unique profile for each customer, by creating an identity graph that is controlled by the brand and is available for activation any time.
Signal believes that a traditional approach to advertising sees customer identity as a function of media targeting and marketing, which leaves brands with limited ownership of the customer relationship, fragmented customer views, incomplete measurement and impaired loyalty.
By contrast, the Customer Identity Solution enables personalised communication across human, physical and digital touchpoints, via customer profiles which are updated instantly to reflect the most current customer information, even outside of static campaign schedules.
Andy Walton, Head of Data for Sky Betting & Gaming, an online business which will leverage Signal’s Customer Identity Solution to power addressable marketing, said: “Sky Betting & Gaming is on a mission to make Betting & Gaming better by delivering our digitally-native customers with the most relevant, personalised experiences.
“Signal helps us capture live insights about customer preferences and reach known users in real time across devices in ways we couldn’t before. Plus, we can effectively measure across channels to fully understand the results of our marketing efforts and optimise for the future.”
Mike Sands, Signal CEO, added: “Brands realise that to retain customers and drive loyalty, they need a new approach to identity. Tools and solutions that hold customer data hostage don’t cut it anymore.
“Marketers want control, flexibility, and knowledge from a strategic identity foundation that can power all customer experiences. With Signal’s solution, clients are gaining visibility of more known customers, reducing the cost of reaching those customers, and eliminating the friction caused by using multiple vendors.”
Sahil Anand, Director of Product Management at Quotient, a digital promotion and media company, commented: “Quotient helps CPG brands and retailers engage shoppers with relevance to deliver experiences that nurture loyalty and increase sales.
“Signal is the connective tissue that stitches together in-store and online customer data to create Quotient’s strategic identity layer. Because the graph is always accessible, brands can immediately act on purchase intent signals and measure the effectiveness of their efforts based on transaction data.”
