Campaign Monitor buys customer data platform Tagga
With the addition of the Vancouver-based company, Campaign Monitor is looking to expand beyond email marketing.
The San Francisco-based Campaign Monitor has its own extensive set of profiles, built from users who have opted in with their email addresses.
Those profiles largely consist of behavioral data from user activity on apps or websites, such as whether the person with email address firstname.lastname@example.org has visited a page showing red sneakers. A marketer could then send a follow-up email featuring a discount on those red sneakers.
“The more personalized the message,” Campaign Monitor CEO Alex Bard told me, “the higher the engagement rate,” adding that “email is still the thoroughbred of engagement.”
But, he noted, Campaign Monitor’s profiles are “not as rich or as powerful as a CDP.”