Signal on Monday will announce its entrance into the Adobe Exchange Partner Program and improvements in people-based marketing. The company provides real-time customer data onboarding and identity resolution across all devices and channels.
The market is maturing, said Joe Doran, chief identify officer at Signal, told Digital Daily News. “Customers wanting to bring the data into Adobe Audience Manager sends a message that they are getting serious about their data and technology stack and how they think about and identify resolution.”
The collaboration extends Signal’s relationship with Adobe to give its clients access through Adobe Audience Manager, the data management platform within Adobe Experience Cloud.
The idea is to improve the way brands bring offline data into online platforms that give greater control of the nuances and insights into customer preferences. It’s the only way for brands to personalize their customers’ experiences.
By matching Adobe audiences to more than 300 million persistent IDs in the Signal Identity Network, the integration allows brands to deliver more contextually relevant, in-the-moment advertising to customers across every touchpoint.
“The integration lets brands operates at the speed of their own customers,” Doran said. “Marketers know if the consumer abandons the cart, they have a better chance of getting back in front of that customer within the first 15 minutes.”
Signal supports more than 100 customers and only 20% use Adobe services, Doran said. “They have been requesting this integration,” he said.
While Signal doesn’t expect to offer any discounts to onboard clients onto Adobe, the company does plan to market through Adobe’s programs to spread the word.
When asked whether Signal helps brands put a value on its customer data, and whether that value is factored into the strategy and handed back to the brand, Doran said Signal helps brands create a return on investment calculation based on the data its platform can see.
Doran said if a customer brings in the data, Signal can help the marketer understand how many people they reached, as well as manage the data against the click rate and the rate of conversion versus the amount spent on the campaign.