Act On Data Lake AI Marketing Automation

Act-On Software helps marketers harness the power of data and improve customer engagement with a robust Data Lake, functioning as a private Customer Data Platform (CDP) within the enterprise solution. marketing automation (MA) appreciated by Act-On customers.

As martech stacks become more and more complex, data scalability is essential. Act-On’s Data Lake enables two-way sharing of information for a deeper understanding of the customer journey and more effective personalized marketing campaigns based on additional data. Act-On users can import first party dataadditional secondary data and account data enrichment to improve campaign performance, while also integrating third-party intent signals data.

Act-On Data Lake provides seamless data sharing for marketers to better engage target audiences

Act-On streamlines the experience to make marketers’ work more effective and efficient with a comprehensive platform to meet all marketing needs. In addition to advanced AI audience segmentation, marketers have access to Act-On Advanced Analytics, a feature that evaluates campaign data and performance without the need for IT and analysts. data. Flexible filtering, data visualization, and exportable reporting give marketers the power of a business intelligence (BI) tool built right into their MA. Analytics with AI further helps marketers make data-driven improvements. campaigns to better attract specific audiences.

This is all achieved using Act-On’s two data structure approach. First, Act-On Contacts provides a more traditional marketing account and contact database, which syncs with a CRM to include lead and account behavioral data. The second is Act-On Data Lake, which helps integrate intelligent data sharing across platforms through the power of AI and machine learning (ML).

Act-On Data Lake integrates with Snowflake and the Snowflake Data Marketplace to provide seamless data sharing across the Snowflake ecosystem. Snowflake customers can simply choose to share data between Snowflake instances to import the data into Act-On to drive more effective marketing campaigns.

“Act-On Data Lake functions as your own private CDP built into the platform, tracking all customer and visitor information and powering Act-On Analytics and AI,” said Jeff Day, SVP of Act-On marketing. “Act-On’s robust analytics engine and data segmentation capabilities make work easier for marketers at all levels, simultaneously improving performance, efficiency, funnel and ROI. When marketers take ownership of direct customer engagement through email, web pages, social media, SMS and direct mail, they can elevate their brand and improve the effectiveness of their campaigns.