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Jornaya Upgrades Its Behavioral Data Tool

This story originally ran in MediaPost’s Email Marketing Daily. Read the full article here.

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. 

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