Dive Brief:
- A new partnership between Epsilon and Klout offers social media influencer data to marketers.
- The data points combine Epsilon’s email engagement scoring with Klout scores to uncover brand advocates for marketers.
- This offers marketers another way to combine cross-channel data and improve customer-centric campaigns and messaging.
Dive Insight:
Understanding how customers engage across marketing channels is a goal for marketers. A new partnership between Epsilon and Klout, a Lithium brand, provides insights into email scoring from Epsilon and social influencers from Klout. The deal combines Epsilon’s Email Activity Score, based on email engagement, with users’ Klout scores to give marketers insight into those individuals’ cross-channel engagement.
“Consumers today demand that brands engage with them in a personalized, authentic way,” Katy Keim, Chief Marketing Officer at Lithium + Klout, said. “By linking the 700 million social profiles in Klout’s database with Epsilon’s customer data, marketers can better segment audiences, understand customer areas of interest and expertise, and tailor their campaigns accordingly.”
Even though social media and mobile channels get the most media attention, the demise of email is overstated. Quinn Jalli, svp strategic initiatives group at Epsilon, said, “Email is the linchpin that can help identify consumers on social media and give marketers deeper insights into the conversations that are happening. This insight brings to light a true cross-channel perspective that powers not only the delivery of more relevant messages in the right channel for each consumer, but it also has the ability to power a brand’s entire marketing approach.”
