June 30, 2017

Blasts from the Past

Marquis Combines with DocuMatix to Offer Small Banks Broader Marketing Technology

Marquis

Well, here’s a blast from the past: Marquis was one of many PC-based MCIF (Marketing Customer Information File) systems launched in the mid-1990s.  These gave bank marketers an integrated customer database and campaign management, making them the original marketing automation systems and Customer Data Platforms.  Turns out Marquis is still around and still calls its product an MCIF.  They were acquired last September by Falfurrias Capital Partners, which plans to build a broad marketing technology offering for small banks and credit unions.  As part of this project, Marquis just acquired DocuMatix, which generates email, text messages, surveys, Web forms, and other customer communications.

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Windsor Circle Adds Revenue Lift Reporting

Windsor Circle

Speaking of old school: predictive ecommerce vendor Windsor Circle, which specializes in customer retention and upsell, announced it is now using split tests and reporting on revenue lift as an alternative to attribution for measuring the value of marketing efforts.  They seem to feel this is new, although it was part of Marquis and other MCIFs in 1990s and a direct marketing best practice for decades before that.

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Singular CDP(?) Merges with Apsalar to Add Mobile Attribution and Audiences

PR Newswire

Here’s another merger: marketing analytics vendor Singular has closed its deal with mobile app attribution vendor Apsalar.  Singular combines data from all sources with an emphasis on tracking ad campaigns.  It can create customer segments, deliver them to external delivery systems, and analyze results.  We haven’t considered them a Customer Data Platform but maybe we should.  Apsalar does similar tasks for mobile app marketers.  The companies will operate under the Singular name.

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