Lattice Engines Creates Segmentation Data Hub

US-based predictive marketing tech specialist Lattice Engines has upgraded its AI-based segmentation engine, to create a single sales and marketing hub from which users can generate segments and execute targeted campaigns.

Marketers can now create segments using a combination of the Lattice Data Cloud - which provides more than 16,000 attributes on 200 million companies globally - and their own internal data, including transaction, product usage, and support and service data. The segments are then made available through a company's marketing automation, CRM, or ad targeting platform, to enable teams to run targeted campaigns across the entire buyer journey.

Features of the new system include the provision of AI-based recommendations on those targets most likely to convert, and of common attributes that create an ideal buyer profile. It can also be used to enable marketers to create 'tips' or 'talking points' for each segment, with additional data points such as company history, marketing campaign activity, and prior purchase history all in one place.

Commenting on the upgrade, CEO Shashi Upadhyay (pictured) said: 'Merging AI, external data and a customer's own internal data sources to create detailed segments is the only way for marketers to get an edge when it comes to driving superior customer experience. Marketing and sales can now create contextualized conversations with their customers that cross the entire buyer's journey - starting from generating awareness within a greenfield account, engaging and converting to a customer, ensuring they don't churn, and selling more'.

Web site: www.lattice-engines.com .