• by Ray Schultz , May 30, 2019

SmarterHQ, a provider of a personalization platform that can be used for email and other channels, has unveiled two new features: App Data Collect and Mobile Push Messaging, to help brands add mobile to their mix. 

App Data Collect allows B2C marketers to collect and activate the behavior of mobile app users, the company says.

Users can combine the app data with web and online sources to push content across channels and coordinate mobile campaigns with email and the web, the company says.

Michael Osborne, CEO of SmarterHQ, states that brands can use the new features to “send notifications that consumers actually want to receive because we take into account their full cross-channel behavior and history.” 

A recent survey conducted by the firm showed that 74% of consumers are annoyed by push notifications.

“This is primarily due to too many notifications and the fact that marketers aren’t incorporating the right solutions to better understand customers and deliver accurate messages that are aware of their various touchpoints with a brand,” Osborne adds.

Sam’s Club, a SmarterHQ client, began with email and after seeing positive results in that area, extended into mobile push, says Victor Chemtob, director of CRM & customer engagement at Sam’s Club. 

Chemtob adds that the solution allowed the company to "extract actionable customer data and integrate with our push channel partner.”

Earlier this year, SmarterHQ launched Profile Data Collect, a service that it says allows brands to combine CRM, personal, loyalty and behavioral data to drive cross-channel personalization.