Signal: Real-Time Solutions for Cross Channel Data Integration

Mike Sands, President, & CEO
The marketing arena motivates Mike Sands to innovate on big ideas that solve big challenges across the digital economy. Being a seasoned marketer and having experienced the problem of connecting data across channels, Sands’ entrepreneurial energy started flowing when Marc Kiven, the founder of Signal presented him with an idea to create a new approach to collect, organize and distribute data.“The idea later snowballed into Signal, with a vision to build a new data infrastructure for the future of marketing technology,” says Sands, President and CEO, Signal.

Online marketing and e-commerce are increasingly data driven, and methodologies dating back to the 1990s have to be revamped to forge a new data infrastructure for the industry—bringing together marketers, publishers, technology vendors, and media agencies across all customer touch points and devices in real time.

In today’s hyper-connected environment, Signal’s Fuse product connects data from websites and the complex touch points beyond–including mobile, social, email, ads, point-of-sale, CRM, call centers, kiosks, and point of sale systems. Building on a cloud-based platform, the solution’s footprint extends to every channel and unites cross-channel customer activities in real-time.

Signal makes data instantly actionable through direct integrations with marketing, media, and analytics partners that allow customer touch points and vendor end points to all be wired up together on the same grid.

“We have replaced or complimented legacy technology approaches with a brand new approach using API-based methodology in the cloud, where vendors and their clients can connect to each other directly,” says Sands.

Signal’s tag management solution enables marketing and analytics teams to de-couple the management of tags and data collection from IT cycles. This improves campaign effectiveness through better data quality, targeting and segmentation. Clients also benefit from faster website performance, improved vendor management, the ability to enforce security and privacy policies, and cost savings from efficient management processes.
Signal facilitates billions of requests monthly, supporting top brands that generate more than $1.5 trillion in commerce, including Allstate, Audi, Crate & Barrel, DeVry University, GAP, JetBlue Airways, Macy’s, 1-800-Flowers, Starcom MediaVest Group and Starwood Hotels and Resorts.

For Signal, a typical use case would be a Fortune 100 brand that wants to collect customer data from sources where web browsers and cookies don’t exist, or that wants to enable smarter customer conversations by connecting into a single profile the many interactions an individual customer has with the company across the web, mobile and other channels.

“Our marketing technologies help companies manage their data and wire up all the touch points in real-time, so they can connect with customers at the right time, with the right message, across multiple screens and channels,” explains Sands. A Signal client can see improvements in site performance, data quality, customer loyalty, conversions and marketing ROI.

Our products help companies wire up all the consumer touch points, empowering them to take smarter actions on cross-channel customer data in real time

Signal envisions a fascinating journey forward in its mission to support data driven marketing and customer experiences. Sands says, “Now that we have built the platform to connect and collect data in an innovative way, the way forward is in building applications or tools on top of this platform, equipping our clients to extract more value from their data and make their data and marketing technologies work better together.”


Chicago, IL

Mike Sands, President, & CEO

Provides real-time cloud-based marketing technologies to power thousands of brands and agencies.