Marketing services network Engine Group is launching a new customer engagement and media delivery platform designed to help brands create more personalised customer experiences.
Dubbed Rapport, the new platform has been developed by Engine’s data strategy agency Fuel and agency Partners Andrews Aldridge, alongside the in-house Engine Media department.
The platform, which uses first and third party data to maximise digital performance and improve customer conversion, is claimed to be able to analyse individual customer behaviour across a brand’s digital properties, helping marketers to find and relevantly engage with prospects in order to push content at the appropriate time.
Embracing the latest in programmatic technology, Rapport then uses this understanding of the customer journey to drive even more effective prospecting programmes and – it is claimed – increase ROI.
Engine insists the tool can be brought to market as a so-called “proof of concept” for a new client within four weeks, allowing them to start targeting more relevant prospects almost immediately.
Partners Andrews Aldridge chief executive Martin Nieri (pictured) said: “By 2020, customer experience will exceed price as the number one brand differentiator. Yet with ‘trust’ still the number one issue in digital media and ad blockers hitting communications exposure, a different value exchange is required. Rapport provides a step change in engagement and conversion, turning cold data into hot prospects.”
The platform is the latest in a number of new technology initiatives Engine has launched; Partners technology and innovation (T&I) department already boasts a suite of products, including a content enrichment tool, remote user testing, a mobile gamification product and CX Score – a tool that can monitor and benchmark a brand’s digital performance and quickly work out the areas they need to invest in going forward.
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