Marketers today face a unique set of challenges, from managing complex data sets to delivering highly personalized, timely experiences – all while remaining agile and independent. Acoustic understands these demands and is dedicated to equipping you with the tools and capabilities needed to take full control of your strategies, make data-driven decisions, and create impactful campaigns that truly connect with your audience.

Meetal Patel, Director of Customer Marketing sat down with Darryl Bolduc, VP of Product; Ryan Franciscus, Director of Product; and Tim Byers, Sr. Director of Product to explore their latest efforts to tackle these challenges with Acoustic Connect. They’ve been focused on enhancing the user experience, empowering you to act with real-time insights, and integrating behavioral and intent data to provide a deeper, more comprehensive understanding of your customers. Let’s dive into the details.

Meetal: In what ways is Acoustic Connect evolving to meet marketers' needs?

 

Darryl: With our latest releases, Acoustic Connect is evolving right alongside you. Our most recent updates have completely transformed the product’s data layer, enabling real-time segmentation and delivering a true 360-degree-view of your customers. This evolution is all about collecting customer data in real-time, figuring out what it means, and then acting on it. These three steps help marketers succeed at creating superior, personalized customer experiences all while reducing friction in their workflows. These updates allow you to activate your data faster to execute high-impact campaigns that engage customers with precision and relevance.

 

Meetal: What improvements does Acoustic Connect’s new customer data capabilities bring to data management strategies? 

 

Darryl: The customer data management component in Acoustic Connect allows you to collect, organize, and analyze detailed information about your target contacts, including their behaviors, preferences, and interactions. This comprehensive approach provides you with a complete view of each customer, enabling improved targeting efforts and the ability to roll out more effective campaigns. Some features that we released are:

• A 360-degree-view of each contact in the database, including consent and web activity, all within a flexible, scalable database

• A new segmentation engine, that has improved UX, as well as the ability to segment by behaviors and provide real time segment results

• The ability to easily manage external data through reference sets

• Advanced connectivity via APIs, Amazon S3, and Snowflake 

Meetal: How does real-time segmentation in Acoustic Connect benefit marketers? 

 

Darryl: Real-time segmentation empowers marketers to make informed decisions on the fly, optimizing both analytics and segment-building activities. With the ability to instantly view the total size of the segment you’re building, reach per channel, and the number of contacts across consent groups, you can refine your targeting strategies and enhance campaign effectiveness in real time. This addition will allow Acoustic users to significantly decrease their dependence on costly CDPs.

 

Meetal: What are reference sets in Acoustic Connect, and how do they benefit data management? 

 

Darryl: Reference sets in Acoustic Connect allow you to leverage more data points outside the core audience dataset, while maintaining performance and speed. We do this by maintaining data consistency and standardization, while segregating different sets of values across different datasets. In short, the reference set capability simplifies the process of uploading and connecting data to your core audience, making it easy to segment, personalize, analyze, and compare data.

 

Meetal: How will marketers be able to make use of APIs in Acoustic Connect?

 

Darryl: APIs in Acoustic Connect enable you to integrate, automate, and scale your marketing efforts efficiently. Acoustic is moving to the most advanced, easy to use APIs in the market, GraphQL. We have a robust first set of GraphQL APIs available for adding and updating data, as well as retrieving details at the contact and audience levels. We are making these APIs available along with detailed documentation, for even greater accessibility. This initial focus provides a solid foundation for enhancing your data management and campaign execution capabilities.

 

Meetal: Shifting the discussion from data management to campaign execution, we understand you have been working on streamlining message creation. What is a message-first approach to campaign building?

 

Ryan: A message-first approach in Acoustic Connect shifts the focus from a channel-first strategy to prioritizing the message itself when building campaigns. This approach streamlines the channel mix and simplifies campaign execution, allowing marketers to save time and reduce complexity. By creating a unified message, you can easily execute campaigns with fewer steps, thanks to built-in channel prioritization.

 

Meetal: What features does Acoustic Connect offer for achieving true visibility into marketing performance?

 

Tim: Acoustic Connect provides true visibility by allowing you to see, understand, and take action – all in one place. With actionable insights, customizable dashboards, and advanced reporting, you can easily analyze message performance and audience analytics. Key features include monitoring channel performance and effectiveness, understanding marketing and experience behaviors, and tracking audience health, journey performance, and experience analytics, all designed to help you make informed decisions for your campaigns.

 

Meetal: Can you dive into the specific behaviors that marketers will soon be able to leverage for deeper insights? 

 

Tim:  Absolutely. Marketers will soon gain access to insights based on individual consumer behaviors, such as in-market indicator and product interest. These behaviors are derived from signals and patterns observed in consumer interactions, helping marketers understand their audience on a deeper level. By analyzing these behaviors, marketers can refine their audience segments, trigger timely, personalized multichannel journeys, and optimize engagement with consumers based on their unique preferences and actions.

To learn more about these capabilities of Acoustic Connect, read how to unlock your data’s potential with a 360-degree view of your customers and the power of segmentation and personalization. 

For existing customers, see Acoustic Connect’s capabilities in action through the refreshed learning plan with a quick introduction and interactive demonstrations.