Combining of vast data sets across email and social provides a unified customer profile for targeted, personalized marketing
DALLAS, TX – August 11, 2015 – Epsilon, the global leader in creating connections between people and brands, today announced a strategic partnership with online social analytics leader Klout, a Lithium brand. Now, brands that use the Epsilon Social Media Tool can leverage Klout’s unique and insightful data set to spot trends as they occur, determine a customer’s area of interest and expertise and measure a consumer’s social influence.
Through this exclusive partnership, Epsilon will first combine a consumer’s Email Activity Score (EAS), Epsilon’s proprietary email-engagement score, with the consumer’s Klout score, determined based on social media reach and influence. This combined score will allow marketers to understand true cross-channel engagement and identify potential brand advocates at the consumer level.
The partnership with Klout also allows Epsilon to understand client-specific social media trends by utilizing brand-specific terms and considering only the client’s own customers. When combined with consumer scoring, this unique approach to social media listening helps marketers accurately and quickly identify meaningful trends, while reducing false leads attributable to social “clutter.”
“Consumers today demand that brands engage with them in a personalized, authentic way,” said Katy Keim, Chief Marketing Officer, Lithium + Klout. “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.”
Specifically, the enhanced features within the Social Media Tool will allow marketers to:
- Identify and score consumers across email and social, specific to a marketer’s own list
- Understand social media trends by brand-specific terms and interests with the ability to analyze the entire social media universe or the marketer’s specific audience
- Uncover leading edge indicators of rise of interest, allowing for the creation of email and social content with broad consumer appeal
- Target customers by social topic affinity to help ensure delivery of the right content
- Target the right consumers with the right content, in the right channel and on the preferred device at that time
“All digital-marketing channels have existed in siloes since their inception, but marketers can no longer allow learnings to live within one channel,” said Quinn Jalli, Senior Vice President, Strategic Initiatives Group at Epsilon. “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.”
Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Digital-Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit epsilon.com, follow us on Twitter @EpsilonMktg or call 1 800 309 0505.
Lithium builds trusted relationships between the world’s best brands and their customers, helping people get answers and share their experiences. Customers in more than 34 countries rely on Lithium to help them connect, engage, and understand their total community. With more than 100 million unique monthly visitors over all Lithium communities and another 600 million online profiles scored by Klout, Lithium has one of the largest digital footprints in the world. Using that data and the company’s software, Lithium customers boost sales, reduce service costs, spark innovation, and build long-term brand loyalty and advocacy. To find out how Lithium can transform your business—and to share the experience enjoyed by 300 other leading brands around the world, visit www.lithium.com, join our community at community.lithium.com, or follow us on Twitter @LithiumTech. Lithium is a privately held company headquartered in San Francisco.