BrightTag, a leader in real-time, cross-channel marketing technologies, announced today that it has changed its name to Signal to reflect its focus on helping marketers strengthen the signals between brands and customers. The company also unveiled the industry’s first Open Data Platform, a patented suite of products that helps brands make their data and marketing technologies work better together to drive increased engagement, loyalty and conversions.
Signal also introduced powerful new capabilities in its Open Data Platform that enable marketers to simultaneously collect, connect and act on customer engagement data — across channels and devices in real-time.
Signal works with leading brands around the world that tell us they’ve typically invested in about 17 different marketing technologies to the tune of tens of millions of dollars,” said Mike Sands, Signal’s President and CEO. “These technologies are critical solutions for email, CRM, media, mobile, search marketing and more. But the process of integrating them is so daunting for marketers that few technologies actually are able to talk with one another.”
Contributing to all the complexity in digital marketing is the fact that connected consumers use multiple devices — laptops, smartphones and tablets — multiple times a day from multiple locations. Seventeen marketing solutions multiplied by six or more consumer channels (web, mobile, email, in-store, and social) create a lot of marketing noise for brands and consumers.
Crate & Barrel, a leading multi-channel home furnishing specialty retailer, is one of the first customers to use Signal’s powerful Open Data Platform.
Understanding the customer lifecycle is a constant focus for us. Signal helps us unlock more value from our data and respond immediately and in a relevant way to the cross-channel signals our customers are sending us,” said Mark Yaggy, E-Commerce Product Manager at Crate & Barrel.
Rue La La, a leading online lifestyle-shopping destination, is another Signal client. “Marketers need better cross-channel tools to help them leverage their most important asset, their data,” said Eric Sherman, Senior Manager, Acquisition Marketing at Rue La La. “Signal is paving the way by helping us connect data and act on it in a cross-channel world.”
Signal’s ecosystem-neutral platform is like an always-on power grid — allowing brands to wire up their data collection points with technologies and vendors in their marketing stack, with plug-and-play ease.
Signal’s platform leapfrogs other technologies in the marketplace because it was purpose-built from the ground up to create a new standard for the way marketing data is collected and shared,” said Eric Lunt, Signal Founder and Chief Technology Officer.
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