Unbounce, a conversion intelligence platform where marketers can build landing pages and gain insight into lead behavior, announced today that has acquired LeadsRx, a marketing analytics platform that builds a comprehensive picture of the customer journey by logging lead touchpoints. The move was announced in a press release.
More data insight from Unbounce
Unbounce has made a name for itself as a tool where companies can easily build landing pages and lead forms and increase their on-site conversions. The software provides design elements that companies can use to test and iterate to the best converting version of a landing page. Unbounce has also recently released a Conversion Intelligence Platform, an artificial intelligence (AI)-powered tool that helps marketers iterate their campaigns faster.
In order to train any AI tool, you need data. And LeadsRx has plenty of it. The company has built a database of over 2.5 billion customer data points from over 5,000 global brands. The data that LeadsRx will provide to Unbounce not only had depth, but breadth, spanning several marketing channels including digital radio, streaming services, podcasts, and TV.
What about consumer privacy?
Many marketers find themselves wanting more quality data about their customers while being simultaneously concerned about how their own digital data is being used. Unbounce was careful to address the data privacy in the press release, stating, “LeadsRx is deeply committed to consumer data privacy. The company works off its proprietary technology that collects first-party data only. Unlike marketing attribution platforms of its kind, LeadsRx doesn’t rely on third-party cookies but instead develops private identity graphs for each of its clients.”
And at this point, the two companies will work separately, “until further assessment takes place.” That sounds like we can expect an expansion of the Unbounce Customer Data Platform and an eventual dissolution of the LeadsRx brand.