• by Ray Schultz , August 2, 2022

CM Group brand Sailthru has introduced a product to help retailers, publishers and media use first- and zero-party data to engage audiences.

The new product, Sailthru Experiences, provides marketers with the means to gather data and use it throughout the entire customer lifrcycle, the firm says.  

Its capabilities were acquired as part of CM Group’s merger with Cheetah Digital earlier this year.

Sailthru Experiences also enables marketers to create and activate interactive experiences such as polls and quizzes without involving IT. And it integrates with existing Sailthru tools like email, SMS and mobile push.

Marketers can collect self-reported information on consumers’ motivations, intentions and interests and use it with proper consent., the firm says.

“In a recent study, we found that 74% of global consumers want brands to recognize them as an individual,” states Desta Price, chief product officer at CM Group. “This means the future of marketing is relationship-driven, built on creating personalized experiences throughout the entire customer journey.” 

But Price adds that “the eventual demise of cookies, along with increasing legislation addressing nefarious third-party data practices, means brands need to own their customer data outright and that includes obtaining proper consent.”

According to the company, Sailthru Experiences allows users to:

• Create interactive digital experiences that offer a value exchange to consumers in return for key data, including psychographic information.
• Obtain zero- and first-party data and opt-in consent, in a way that meets privacy compliance.
• Provide truly personalized customer journeys based on customer data profiles.
• Reduce marketing spend and churn while using a progressive profiling strategy to increase engagement.