Brands, publishers, and technology providers alike struggle with realizing the value trapped in vast volumes of audience data being created every day. Customer Data Platforms (CDPs) may provide customer insights, but they are limited, have become yet another data silo, and are not easy to integrate with other solutions. Data Lakes can capture structured and unstructured interaction data economically, but they don’t provide audience-centric analysis and aren’t built to easily extract segments dynamically in applications. Now more than ever, marketers need a cost-effective, tailored system to collect behavioral data, combine it across multiple sources, locations, and time-series, and be able to run real-time, ad hoc queries on that data to maximize marketing, personalization, and advertising success.
Molecula and Aqfer’s joint solution allows joint customers to unlock their large-scale collections of consumer behavior data to power better targeting and personalized experiences. It further gives them the ability to access instant marketing insights to understand registered and anonymous audiences with complete context. The comprehensive solution uses next generation technologies, is cost effective, and most importantly, eliminates the need to rely on closed third-party platforms.
The combination of Aqfer’s real-time, consumer-facing APIs with Molecula’s decision-support real-time APIs and interactions provides a comprehensive, end-to-end analytics solution.