We’re changing more than just a name – we’re refocusing on what truly matters: turning behavioral insights into immediate business results.
The analytics landscape has shifted dramatically over the past few years. Organizations don’t just want to collect and store customer data – they want to act on it instantly, ethically, and effectively. Today, we’re announcing an important evolution in how we position and deliver our customer data capabilities.
Our Customer Data Platform module is now called Data Activation, reflecting a fundamental shift from data collection to outcome-driven action.
Why this change matters
When we first introduced our Customer Data Platform, the market was focused on data unification and storage. The promise was simple: collect everything, store it centrally, and figure out what to do with it later. But through working with organizations, we discovered that the real challenge isn’t collecting data – it’s acting on it while it matters.
Modern marketing teams don’t need another data repository. They require immediate, actionable intelligence that enables them to convert visitors, recover abandoned sessions, and deliver personalized experiences.
This is especially critical for organizations in healthcare, finance, government, and other regulated sectors. They face the same competitive pressures, but with the added constraint of strict data protection requirements. Data Activation enables them to work with first-party behavioral data, allowing for faster action without compliance friction:
- Healthcare marketers can guide patients through complex journeys while protecting PHI and ePHI with a signed Business Associate Agreement (BAA).
- Financial services teams can respond to high-intent signals during consideration phases.
- Government agencies can improve the citizen experience.
“Data Activation represents a mindset shift from collecting data to creating outcomes. It’s about redefining the purpose of Analytics. With Data Activation, organizations can turn every insight into action while staying fully compliant and privacy-first.”
Bartosz Nowak, PM Data Activation
What Data Activation delivers
Our renamed and repositioned Data Activation addresses this challenge head-on by connecting behavioral analytics directly to marketing action. Instead of treating data collection and campaign activation as separate functionalities, we’re building toward integrated workflows where insights and impact work together.
The result? Organizations can now respond to visitor behavior in seconds, not hours or days.
Here’s what this means in practice:
- Instant behavioral triggers: When a visitor abandons a checkout process, browses pricing pages, or shows high-intent signals, marketing teams can respond immediately with targeted messages, offers, or guidance.
- Privacy-first by design: Every action respects user consent choices and regulatory requirements automatically, eliminating the compliance delays that often slow down marketing campaigns.
- Unified workflow: Analytics insights, audience creation, and campaign activation happen in the same interface. Teams can swiftly define goals, act on them and measure results without needing to jump between disconnected tools.
What customers can expect
Over the coming months, you’ll see this new positioning reflected across our platform, documentation, and educational resources. We’re also developing new capabilities that make the connection between behavioral insights and marketing actions even more direct and powerful.
Existing users won’t see any changes to their current functionality. All the capabilities you rely on – audience segmentation, data export, integration with marketing platforms – remain available.
Moving forward, you can expect:
- Tighter integration between analytics insights and marketing actions
- New behavioral trigger capabilities that respond to user actions in real-time
- Enhanced audience creation tools that work directly from analytics reports
- Better performance measurement that connects marketing actions back to business outcomes
Looking ahead
Our focus on data activation is a response to what modern organizations are seeking – platforms that actively help businesses move beyond passive analytics to outcome-driven engagement.
If you’re currently using our Customer Data Platform capabilities, there’s no action needed on your side. Soon, you’ll see updates that reflect our new strategy. If you’re new to behavioral data activation, our team can help you understand how to turn your analytics insights into immediate, measurable business results.
Want to understand how behavioral data activation can improve your marketing performance?
