BrightTag, a provider of real-time, cross-channel marketing technologies, announced 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 its Open Data Platform, a patented suite of products that helps brands make data and marketing technologies work better together to drive increased engagement, loyalty, and conversions.
Signal also introduced 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. 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) creates a lot of marketing noise for brands and consumers.
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.