• by Ray Schultz , Columnist, February 11, 2025

Upland Adestra, an email automation platform, has launched a data-driven tool called Audiences that utilizes what the firm calls "train of thought" analytics.

The goal is to help marketers “turn data-driven decisions into actionable insights,” says Shawna Weaver, senior vice president and general manager of audience engagement solutions at Upland Software.

Weaver adds that Adestra users can now have access to "untapped opportunities within their customer data, all within one product.”

According to Upland, the new solution helps brands:

- Identify key segments using drag and drop charts, tables, and Venn diagrams. 

- Uncover buying patterns by analyzing customer touchpoints to discover key behaviors, characteristics and factors.

- Explore actionable insights by asking a series of questions within the company’s data.

Maximize ROI by allocating campaign resources more efficiently.

One user is more2. “We have clients who use anywhere between four to 50 different core tables for plugging in different types of data,” says Sidney Ushurhe, email specialist at more2, adding: “Audiences collates it all into one section, allowing us to query it in one go.”

The new tool allows users to “target the customer in a specific segment with ease,” Ushurhe adds.

Upland Software Inc. provides over 25 to enterprise cloud software products to global businesses.