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Behavioral data firm Jornaya has updated its Activate tool and is now offering it under the name Activate 3.0 in a move to help marketers determine shopping patterns.
The firm made the announcement during its Journey Summit event.
Jornaya contends that demographics, personas and predictive-intent models are not enough to drive ROI. In addition, they need “in-market behavioral data,” states Rich Smith, chief marketing officer at Jornaya.