AgilOne Introduces Integrated Predictive Marketing Cloud

by Barb Mosher Zinck | January 21, 2015 11:00 am

One of my favorite topics is marketing clouds, and while I usually talk about Adobe, Ektron, Saleforce and a few other well-known vendors in this area, today I’m looking at one I’ve never written about before – AgilOne. Today, AgilOne is announcing v5 of its predictive marketing cloud. The solution is aimed at mid-market organizations and up, and according to Omer Artun, AgilOne CEO, it enables marketers to easily understand who their customers are and help them creative targeted, personalized experiences.

Predictive Marketing Cloud

So what’s in the AgilOne Predictive Marketing Cloud?

First, you have the tools needed to get in front of the customer. These are the usual things such as email, websites, Facebook custom audiences, direct mail and more. Next you intelligence and analytics, providing capabilities such as recommendations and likelihood to buy. Finally, you have data integration, cleansing and management of both online and offline customer data. This third element is what enables a marketer to create that single view of the customer that is needed today to create true omni-channel experiences.

AgilOne has a complex identity management system that supports its development of customer profiles, and it makes these profiles available to customers (Artun likened it to looking at a Facebook timeline). There are also APIs and tools available to leverage and work with the profiles.

The latest version of the AgilOne Predictive Marketing Cloud was developed over seven months and includes a number of new capabilities. Artun said that it now offers its own email engine, in addition to supporting third-party ones. Offering its own email engine means that marketers can do more advanced personalization and A/B testing.

New campaign orchestration capabilities that leverage the predictive analytics in AgilOne, allowing the marketer to create more advanced campaigns. Things like rules and smart elements based on attributes such as likelihood to buy or CLV (customer lifetime value) can be quickly added to campaigns through the new drag and drop interface fpr creating audiences and campaigns.

There is also native web execution. In this case, the marketer creates personalized recommendations modules to be shown on the website, with the content actually hosted with AgilOne. This is done by adding JavaScript code on the website.

Other new capabilities include added support for robust AB filtering and Google Analytics integration.

It’s always interesting to see how vendors are pricing their marketing clouds as well. AgilOne charges based on the number of active customers you have in the last twelve months.

From Data Management to Marketing

Prior to this release, AgilOne wasn’t a complete marketing cloud, but was known for its data management/intelligence/predictive analytics capabilities. For marketers who really want to be sure their chosen vendor is strong in these areas, it’s good to see these roots. The marketing cloud front end capabilities are good, but there is more AgilOne can be doing to take its marketing cloud to the next level. I suspect the team is already working on that. For now, we should see them move from the Data Management category in Scott Brinkler’s marketing technology map to the Marketing Automation/Campaign Lead Management section.

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