Last week, Blenheim Chalcot announced the acquisition of customer journey analytics firm iJento.
I’ve been talking to Jonathan Attwood, CEO of fospha and iJento, about the tools and the thinking behind the acquisition.
What’s the reason for the acquisition of ijento?
Blenheim Chalcot has hosted iJento’s clients in the UK and US for many years and is excited about the opportunity their technology and team delivers for organisations.
So much so that they acquired the business and have put their venture building track record, funding and client footprint to work developing iJento’s core sectors of customer journey optimisation and marketing analytics and extending its capability to analyse fraudulent and malicious behaviour.
We are also adding our machine learning tech iJento.
Can you tell me a little about what ijento does?
iJento is built to help organisations understand today’s connected customer, whose buying journey is complex and cuts across multiple channels.
Beyond page clicks and views, iJento enables you to capture, analyse, predict and shape customer behaviour. Letting you take the right action at the right time to increase customer value across all touch points: web, mobile, social and offline.
iJento allows you to easily bring together all your customer data into a single location. Centralising multi-device, multichannel data.
Creating a single customer view and stitching multi-device activity. It builds powerful customer profiles and transforms customer data into actionable insight that can be used to reduce advertising spend, increase sales and improve customer engagement.
It’s predictive tools allow you to understand customer intent and engagement in real time in order to influence customer behaviour.
How does it capture data as customers move between channels?
Multichannel data is gathered from a range of sources, including in-browser tags, server-based tags, mobile app tags, data imports of offline sales and other back-office data, API feeds for campaign costing data, mass email data and more.
Its unique ETL processing then matches data across sources and channels ensuring the new truth is reflected through the entirety of the customer’s history.
Who are its clients?
They include Ft.com, Cox Media Group, Direct Line Group, LV= (Liverpool Victoria), Allianz Ireland, and Cheapflights.
Why is this significant for brands and retailers today?
Brands who learn from their data significantly outperform the who don’t.
Simply relying on old siloed tools that track lagging often product centred data is not enough. Brands need to be able to link all their customer data together across any device and source. They need to be able to easily understand and make use of it in real time.
They need to be able to be predictive and personalise user experiences. Those who do this will have a significant advantage over others
Where will it fit into Blenheim Chalcot?
The iJento toolset is unique in its ease of implementation and ability to help transform an organisations data and make a measurable difference to their business. We will accelerate iJento growth by continuing to invest in the team and technology.
ClickZ is part of the Blenheim Chalcot portfolio.
When you evaluate your Google AdWords performance and conversion rates, what are you comparing against?
Following the ‘micro-moment’ trend that Google has named and popularised for itself, Google has launched a suite of tools for its premium Analytics users, which promise to help better take advantage of customer behaviour “in the moment.”
If there’s one thing that almost all of us can agree on, it’s that no matter what changes in the world of digital marketing, there is one constant… there’s not enough time in the day.
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