Badgeville is bringing its games-for-engagement platform to Adobe’s Marketing Cloud. The integration will allow marketers to design engagement programs that are based on insights obtained from Adobe’s marketing metrics combined with Badgeville’s behavioral data.
The Redwood City, California-based Badgeville said its customers typically experience anywhere from a 20 to over 100 percent increase in desired behavior by using its gamified engagement features. But, the company added, most marketers are challenged by integrating Badgeville’s behavioral data with their overall marketing analytics.
Three Integrations Inside Cloud
Badgeville’s Behavior Platform offers a suite of tools — the motivational Game Mechanics for creating game-like activities, the cross-platform Reputation Mechanics for promoting status in an online community and the contextual Social Mechanics for utilizing social networking techniques. By integrating with Adobe’s Marketing Cloud, Badgeville said marketers can make more insightful decisions about engaging customers, can have a unified view of data, and can more efficiently turn engagement into conversion.
The gamification application is integrated into three products within the Marketing Cloud portfolio — SiteCatalyst, Test&Target and Recommendations. Badgeville’s connector with SiteCatalyst allows Badgeville’s behavioral data from a website to automatically flow into SiteCatalyst, which is designed to offer insights to marketers about customer engagement and actions across all digital touchpoints.
The integration with Test&Target offers steps for testing Badgeville across different audiences, and Recommendations provides guidance on which product recommendations to display, depending on a measurement of user engagement.
Badgeville CEO Kris Duggan told news media that the integration of Badgeville’s behavior data with SiteCatalyst’s digital marketing metrics, for example, provides brands with “a more comprehensive picture of their most engaged customers” so that they can then “design experiences to create more of them.”
Badgeville cited the experience of Restaurant.com in using this integrated solution. Brent Carter, VP of Customer Retention at Restaurant.com, noted in a statement that the company launched a Badgeville-powered rewards program that was intended to “engage customers in a new, social way and to reward them for their loyalty.”
He added that integrating Badgeville with Adobe Site Catalyst allowed the company to “further optimize and measure the success of the program with a seamless view through our web analytics lens.”