New York City-based digital experience (DX) provider Qubit updated its DX platform to empower marketers with greater data integration, collaboration and analytics. The new release bundles data collection, reporting and analysis in one integrated workflow.

Improved Customer Segmentation

New features include Adaptive Targeting and Visitor Cloud Data Exchange. 

Adaptive Targeting allows users to incorporate updates to customer segments automatically in real-time with new online events. Adaptive Targeting works alongside the new Visitor Cloud Data Exchange, a collection of services helping marketers integrate their customer data.

"The big win with the release is the power we're putting in the hands of business users," said Jay McCarthy, vice president of product marketing for Qubit. 

"Some of the more advanced data integration or segmentation projects we were doing in the past required help from technical resources. Now we're able to create more collaboration between different groups within the companies we do business with and every time we do that the pace and quality of experience delivery improves."

Qubit officials said the Adaptive Targeting segmentation technology takes into account new insights from a variety of data sources. It automatically adjusts and updates segments to reflect these changes in visitor behavior or preferences.

Qubit has also launched Abandonment Recovery and Customer Preferences to add to its portfolio of out-of-the-box experience management solutions that already includes Social Proof, Product Recommendations, Merchandising and Landing Page Optimization.

"We're seeing a real appetite to accelerate the deployment of experimentation, personalization and optimization projects," McCarthy told CMSWire. 

"One of the great things about our approach is that our customers don't have to wait months at the back of a queue to bring a new idea to life. We are continuously expanding the power of the experiences they can deliver while shortening the time it takes to make them happen. Now you can have an idea in one minute and a few minutes later, have it running."

Qubit Adaptive Targeting screenshot

Data-Driven Digital Experience

jay mccarthy of qubit, digital experience platform provider

Learning Opportunities

McCarthy contends other providers lack focus on customer data-driven digital experience management. They want to get content onto screens in more creative ways but fail to incorporate customer data as a way to improve experiences. 

"They are often managed," McCarthy said, "by technical teams who are either disconnected completely from their customer-facing organizations or unable to properly assess asset management versus data driven experience delivery priorities."

Those that do account for customer data often leave users stranded somewhere between data collection to experience delivery, he added. 

"Many systems are good at data collection, aggregation, analytics, or content delivery, but often have major shortcomings in the end-to-end approach," McCarthy said. "Even the strongest platforms will either lack a comprehensive customer record or drop you off at another vendor to deliver the experience."

Qubit has expanded ways to collect disparate data into its platform from sources like offline or offsite or qualitative data from surveys, he said. It has also released "live tap," to let customers directly connect to its platform using their BI or analytics systems.

In February, Qubit closed a $40 million Series C round led by Goldman Sachs Merchant Banking Division, with participation from Sapphire Ventures and previous investors Accel and Salesforce Ventures. The company has raised a total of $76 million to date.

The firm added five new web solutions to its platform in 2015, increasing its digital experience management portfolio and helping increase its average account size by more than 40 percent, officials said. 

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