The long-sought Holy Grail of marketers is the most complete possible profile of a customer. To paint such a picture, using data from multiple tracking systems, customer analytics firm Woopra is today launching AppConnect.
The cloud-based product offers code-free integration – “in a matter of seconds,” the company says — between the Woopra platform and every other tool that tracks customers on websites, mobile, email, chat, social sites, help desks, and everywhere else they leave a digital trail.
The San Francisco-based company then provides customer segmentation and other data to trigger actions in CRM systems, marketing automation systems, and other tools that occupy the modern marketer.
AppConnect allows companies to put their “customer activity in a single place,” Woopra CEO and co-founder Elie Khoury told VentureBeat.
The biggest problem marketers face, he said, “is not seeing the full picture of the customer.” Inbound marketing provider Hubspot, for instance, only provides what he called “a partial view of the customer.”
Now, Khoury said, companies can use AppConnect to install apps in a few clicks for tracking “their customer events across other mediums like Zendesk, Marketo, and Salesforce, without having to write a single line of code.” AppConnect becomes the centralized customer intelligence location for a brand.
There are also tool enhancements in AppConnect, such as allowing a Zendesk ticket priority to be increased if that customer is a more active user of the brand.
Started in 2008 to provide what Khoury describes as “a simple Web analytics solution,” the company pivoted in 2012 to customer analytics.
Currently, AppConnect is integrated with about two dozen partners, including Salesforce, Constant Contact, Hubspot, and Magento. By the end of this year, Khoury wants AppConnect to be integrated with 50 SaaS services. And, by 2015’s end, he hopes to have “every SaaS service” that marketers use. Eventually, Woopra would like to include data from non-digital touchpoints as well, so that “all customer events are sent to one place.”
Of course, there are many customer analytics solutions out there. Other services, Khoury told us, “don’t show you a customer-specific timeline across all” tracking sources. He pointed to Gainsight, which is integrated with less than two dozen sources like Eloqua, Pardot, or LinkedIn, as well as KissMetrics, which is web-focused.
“No one else is tracking the trackers” in the comprehensive way that AppConnect can, he said.