Act-On Software has launched a Data Lake, functioning as a private Customer Data Platform (CDP) within its marketing automation (MA) solution.

The Act-On Data Lake is designed to facilitate seamless data sharing across platforms, assisting marketers in targeted audience segmentation with the aid of AI and marketing automation. Key features include enabling bidirectional sharing of information, which the vendor said provides a deeper understanding of the customer journey and aiding in the creation of more effective personalised marketing campaigns. Act-On users can import custom first-party data, supplemental second-party data, and account data enrichment to improve campaign performance, while also incorporating third-party intent signal data.

Act-On also offers Advanced Analytics, a feature that assesses data and campaign performance without the need for IT and data analysts. Act-On's two-data structure approach includes Act-On Contacts, a traditional marketing account and contact database, and the Act-On Data Lake, which integrates smart data sharing between platforms through AI and machine learning.

The Act-On Data Lake integrates with Snowflake and Snowflake's Data Marketplace to provide better data sharing within the Snowflake ecosystem.

"The Act-On Data Lake operates like your own private CDP built into the platform, tracking all customer and visitor information and powering Act-On Analytics and AI," said Act-On SVP of Marketing Jeff Day. "Act-On's robust analytics engine and data segmentation features make marketers' jobs easier on every level, simultaneously enhancing performance, efficiency, funnel, and ROI. When marketers own direct customer engagement across email, web pages, social media, SMS, and direct mail, they can elevate their brands and improve their campaign efficacy."