MessageGears, a leading data activation and engagement platform for enterprise brands, has introduced two new innovations aimed at transforming how marketers build and manage audience segments. The latest features, dynamic data variables and nested data filters, are designed to provide marketing teams with greater autonomy, flexibility, and precision when crafting sophisticated targeting strategies.
Traditionally, marketers have relied heavily on data engineers to interpret complex schemas and assemble detailed segments for campaigns. This dependency has often slowed down campaign execution and limited creativity. With the new capabilities from MessageGears, marketers can now independently design and manage intricate audience segments without requiring backend expertise, making advanced personalization faster and more accessible for enterprise teams.
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“By simplifying complex segmentation workflows and reducing the need for manual upkeep or engineering dependencies, we’re turning advanced targeting strategies into realistic, everyday tools for teams with limited time, resources, and budgets,” said John McGrath, Senior Product Manager at MessageGears. “Our customers want practical innovations that make their lives easier and their campaigns more impactful, and MessageGears remains focused on delivering that.”
Dynamic data variables revolutionize how marketers manage real-time audience information. Unlike static lists that quickly lose accuracy as data evolves, these continuously updated datasets give marketers direct control over what information is most relevant to each campaign. Whether it’s product inventories, subscription tiers, or promotional codes, marketers can now create as many dynamic variables as needed, with new data reflected instantly. This eliminates the traditional delays caused by manual updates or IT intervention and ensures every campaign is based on the freshest data available.
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Nested data filters further expand segmentation power by allowing marketers to target audiences using structured, multi-dimensional data directly from their warehouses. Instead of flattening complex data into simplified columns, teams can now work with multiple layers of information, such as purchase history, browsing patterns, or campaign engagement, all within a single interface. For example, a retailer could identify customers who viewed certain items but didn’t complete a purchase, while a travel company might target flyers who booked premium seats but skipped hotel reservations. This granular filtering capability helps marketers craft hyper-specific campaigns that reach the right people at the right moment.
Ricky Timbers, Lead Product Manager at MessageGears, emphasized how the innovations redefine marketing autonomy: “Our goal has always been to give enterprise teams direct, flexible access to their data without the usual bottlenecks. With dynamic data variables and nested data filtering, marketers can self-serve more of their own campaign audiences using highly targeted logic that applies across channels in real time. It’s a huge leap forward in making segmentation more intelligent and less manual.”
By integrating these advancements, MessageGears empowers marketing teams across industries to execute faster, smarter, and more adaptive audience targeting strategies without depending on engineering support.
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