BrightTag Fuse Brings Real-Time Action to Cross-Channel Marketing

Wednesday, February 27, 2013  
Posted by: Anne Powell

Industry-first data integration on demand helps marketers unlock 10x customer lifetime value

CHICAGO – February 26, 2013 – BrightTag today announced general availability of BrightTag Fuse™, a real-time data integration product that connects customer activities across channels on demand.

Marketers struggle today to have relevant conversations across the rapidly increasing number of places where they interact with customers. Underlying this challenge is the inability to connect the data about these interactions on their websites, mobile apps, social media, call centers, point-of-sale, and other offline channels. BrightTag Fuse closes this gap by creating a unified stream of cross-channel data that is connected in real-time to marketing partners through its patent-pending Server-Direct technology.

"Multi-channel marketing integration is a critical opportunity for me,” said Joseph Yakuel, Cross Site Marketing Manager at Quidsi. "I need to be able to integrate mobile and desktop user interactions in order to drive successful marketing programs. BrightTag has proven to be a valuable partner by building solutions for the challenges I face as an online marketer.”

Since the beginning of online marketing, integration between websites and digital services has occurred in the web browser using "tags,” the bulky third-party code that collects and distributes data on the web. Traditional tag management systems rely on the web browser to connect online channels, but fall short in their ability to bridge the gap to offline channels in real time. BrightTag Fuse™ leverages the cloud to overcome the technical limitations of the browser and instantly connect and sync channels where tags don’t exist.

"To engage and deepen relationships with consumers, retailers need to make omnichannel strategies a core competency of their organization,” said Stella Voutsina, Director of Global Digital Operations at Carat. Specifically, they need to turn insights and real-time action into relevant interactions every place a customer touches the brand. Technology that syncs channels in real time and simplifies connected experiences should be seriously evaluated.”

BrightTag Fuse™ allows marketers to:

• Collect data in any channel without relying on browser-based tracking tag
• Match cross-device user profiles and cookies instantly in the cloud
• Sync data in real-time using the company’s patent-pending Server-Direct technology
• Connect with digital marketing partners to engage with omnichannel customers

"Marketers today are forced to choose between day-old data locked in ‘cold storage’ or real-time data across a single channel,” said Mike Sands, President and CEO of BrightTag. "At a time when consumers are already interacting with brands across multiple channels, marketers need sophisticated tools to help them capitalize on cross-channel activities and take action instantly. BrightTag Fuse™ overcomes the technical limitations of browser-based data collection and make the promise of omnichannel engagement a practical reality.”

Today’s announcement coincides with eTail West, the premier online and multi-channel retail conference taking place in Palm Desert, CA. Mike Sands will serve as the chairperson for the Omnichannel track and BrightTag Fuse™ will debut in Booth #105. For more information, visit www.brighttag.com/beyond.

Source: Nielsen Business Media, Inc., March 21, 2011

Read more about BrightTag Fuse™ on our blog or from Crain’s.