AIQ, as the company will now be known, says it is evolving from a CDP to a CX solution.
Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.
After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.
The modules. CX Hub is comprised of four solutions:
- Customer data platform.
- Audience center.
- Journey management.
- Real-time CX.
The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.
Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.
ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.
Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.
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