Top BlueConic Alternatives

Extole is a platform utilized by retailers, financial service providers, and consumer brands to transform their customers into passionate advocates. The enterprise-level service includes a team of specialists dedicated to developing advocacy, referral, and engagement initiatives that empower brands to leverage customer enthusiasm and sharing, ultimately boosting revenue. By using Extole, marketers can actively connect with thousands of customers, enhance brand loyalty, and amplify word-of-mouth efforts to attract new clientele. This innovative approach not only fosters a sense of community among customers but also drives sustainable growth for businesses.

CrossEngage empowers businesses to forge enduring and meaningful relationships with their customers. Through its innovative Customer Data and Prediction Platform, brands can efficiently pinpoint, prioritize, and engage their target customer segments. By utilizing artificial intelligence and a predictive customer relationship management system, this software as a service (SaaS) solution assesses the financial implications and urgency of connecting with customers. As a result, businesses can deliver more tailored and impactful customer experiences, ultimately boosting customer lifetime value and return on investment, while fostering loyalty and satisfaction among their clientele.

Our data management platform empowers publishers to make informed, data-driven choices based on first-party insights, enabling precise audience targeting and engagement in real time. This approach eliminates reliance on intuition. We gather, refine, and optimize our clients' first-party data while ensuring privacy and security, thereby maximizing its potential for impactful decision-making. As a result, our customers can engage their audiences more effectively than ever before.

ONEcount is a comprehensive customer-data platform (CDP) that merges an all-encompassing Marketing Activation Platform with a seamlessly integrated technology stack. With its extensive background in identity resolution, data amalgamation, and sophisticated identification and targeting mechanisms, ONEcount optimizes the technology ecosystem, making it easier to manage. The platform offers a variety of features, including consolidated dashboards, visualizations that span multiple tactics, secure third-party data feeds, an ETL engine, and integrated email marketing functionalities. Additionally, it boasts advertising integrations, single sign-on features, and social media capabilities, along with numerous other tools designed to enhance cross-selling and upselling strategies, boost sales, and facilitate personalized one-on-one communication with customers. Moreover, its user-friendly interface ensures that businesses can quickly adapt and utilize its extensive capabilities to achieve their marketing objectives effectively.

Introducing a cutting-edge analytics platform designed specifically for sectors that prioritize the safeguarding of sensitive data. With Piwik PRO, you can track user engagement even in highly secure settings, all while ensuring compliance with privacy regulations, whether you choose an on-premises installation or a cloud-based solution. It guarantees adherence to global privacy and security standards, simplifying the process of navigating stringent data protection laws. This includes compliance with a variety of regulations from the United States and Europe, such as GDPR and HIPAA, as well as specific legislation from countries like China and Russia. Piwik PRO ensures that you maintain full ownership of your data, as none is sent to external servers or third parties, regardless of whether you utilize the On-Premises or Cloud option. By harnessing the capabilities of the Piwik PRO Analytics Suite, you can integrate data from multiple sources to construct accurate customer profiles and analyze user behavior in remarkable detail. This integration allows for seamless inclusion of first-party data from diverse origins such as web analytics, your organization's CRM, offline datasets (including CSV files), forms, and more. This comprehensive strategy provides a deep understanding of your customers' behavior trends, which is crucial for tailored marketing efforts. Ultimately, Piwik PRO equips you to make well-informed decisions backed by extensive insights into your audience, enhancing your overall strategic approach.

Blueshift enables brands to connect with customers on an individual basis by transforming data and intelligence into simple, actionable insights that span all channels. Our comprehensive platform merges a customer data system, AI-driven decision-making, and a multi-channel marketing center, providing brands with the essential tools to create personalized and immediate experiences at every stage of the customer journey. By leveraging this integrated approach, brands can enhance engagement and foster deeper relationships with their audience.

Velocidi offers an innovative e-commerce marketing solution focused on first-party audience capabilities. It serves brands and agencies by automating the segmentation of their first-party audiences across major platforms, enhancing marketing strategies. Leveraging its award-winning technology, Velocidi employs machine learning to forecast customer behaviors, allowing for the formation of precisely targeted segments that drive revenue growth. This advanced approach not only optimizes marketing efforts but also empowers businesses to make data-driven decisions that can significantly enhance their outreach effectiveness.

Grow your audience and increase traffic while improving user experiences to enhance revenue through strategic utilization of first-party data. Consolidate all audience insights using a single sign-on to facilitate meaningful, personalized interactions that deliver value at every engagement. By examining collected user engagement metrics through a cohesive dashboard, you can uncover critical insights about your audience. Utilize our cutting-edge AI technology to enhance interaction on your site, turning occasional visitors into dedicated members by building a first-party identity and nurturing a stronger relationship with your users. Effortlessly connect with your existing identity management framework or take advantage of the integrated password-less SSO for smooth access management across various paid channels. Start gathering first-party data carefully, ensuring that you receive clear consent from consumers before using their information. Initiate focused one-to-one marketing campaigns and offer customized recommendations based on user behaviors and the insights derived from your first-party data. This approach not only boosts user satisfaction but also cultivates a more committed customer base over time, ultimately leading to sustained business growth. Additionally, by continuously refining your data strategies, you can adapt to changing market trends and consumer preferences, further solidifying your competitive advantage.

Froomle offers AI-driven recommendations designed to boost consumption, subscriptions, and engagement with your content, ensuring users can easily find the right material across various channels. With a team of specialists in recommender systems tailored for digital publishing and eCommerce, Froomle provides a wide array of customized modules that cater specifically to your business requirements, enhancing the overall user experience. This unique approach not only improves content accessibility but also drives better interaction and satisfaction among users.

Zeotap operates as a Customer Intelligence Platform (CIP) that empowers businesses to gain deeper insights into their customers, enabling them to forecast behaviors and make more impactful investment decisions. By utilizing a core of first-party data, our platform assists brands in acquiring new clients and expanding their customer base effectively. Each of our independent modules, which encompass customer data unification, identity resolution (including within data clean rooms), enrichment, modeling, and activation, seamlessly integrates and connects with over 100 partners across the marketing landscape. Recognized as a "Cool Vendor" by Gartner in 2020 and awarded the title of "Best Data-Enabling Technology" by AdExchanger in 2019, we uphold stringent standards for enterprise data privacy and security, including certifications like ISO 27001 and CSA STAR. With a diverse clientele that includes leading brands, publishers, and agencies across more than a dozen countries in Europe and North America, Zeotap is committed to excellence. Furthermore, we are proud to be a founding member of ID+, an initiative aimed at creating a universal marketing ID, showcasing our dedication to innovation in the industry.

Orbee's Middleware effectively integrates all data sources within a dealership, creating a unified customer data platform. This first-party data can be strategically utilized across diverse marketing and advertising platforms, facilitating advanced attribution analysis, and further enriched with third-party data through partnerships with leading data aggregators. Our all-encompassing platform guarantees that a dealership's data is maximally leveraged, as our commitment to seamless integration ensures that no first-party data goes to waste. Users can not only analyze and engage with their data but also enhance it significantly. With our intuitive tools, understanding traffic sources becomes straightforward without the hassle of complex setups, while our robust campaign analytics reveal valuable insights. By merging shopper profiles, our dynamic CDP aggregates data from all touchpoints, including websites, third-party services, and CRM systems, streamlining the process of making informed decisions. Ultimately, Orbee equips dealerships to effectively utilize their data, leading to improved customer interactions and substantial business growth. This transformative approach not only simplifies data management but also unlocks new opportunities for engagement and profitability.

Your customer data serves as a valuable resource for initiating high-impact marketing campaigns. Equip your team with essential tools that enable quick and autonomous audience segmentation, leveraging the most reliable customer information available. A user-friendly drag-and-drop interface for self-service journey orchestration is specifically designed to enhance the speed and precision of marketing efforts. As your campaign gains traction, you can swiftly pinpoint the most effective strategies, far quicker than before. GrowthLoop's array of generative tools is tailored to help you adapt to this accelerated pace, ensuring your creative team is well-supported with uniquely tailored content for any channel or customer journey. Moreover, GrowthLoop empowers organizations to implement intelligent, personalized campaigns with remarkable speed. Activate initiatives across your current systems and channels to fully harness your existing marketing technology investments. By merging data from various sources, you can establish a singular truth source, which ultimately boosts the accuracy and speed of your campaigns. This streamlined approach not only enhances campaign effectiveness but also fosters deeper connections with your audience.

Syntasa has launched an innovative web application aimed at digital professionals, enabling teams to effortlessly merge first-party behavioral insights with organizational data. This self-service solution allows users to build and deploy customized models while functioning within a secure private cloud setting, facilitating interactions across various channels to enrich the digital experience. The intuitive interface provided by Syntasa simplifies the process for digital experts to leverage their data effectively and efficiently. Additionally, this platform fosters collaboration among team members, ensuring that everyone can contribute to data-driven decision-making.

Thrivify functions as an all-encompassing digital solution for verifying customers and activating target audiences, enabling online businesses and e-commerce retailers to transform validated visitors into immediate revenue through the integration of verified audience data, zero-party data collection, and on-site activation features within a single, unified system. This platform provides companies the ability to create customized verification portals that collect confirmed customer identities and preferences before allowing access to exclusive offers, gated content, or promotional deals, thereby equipping brands with trustworthy first-party and zero-party data rather than depending on anonymous or cookie-based tracking techniques. With Thrivify’s efficient process, visitors can swiftly validate their information on the website and promptly receive personalized offers or incentives, which ultimately boosts both engagement and conversion rates while simultaneously enhancing data quality for more precise segmentation and targeting. By leveraging such cutting-edge tools, businesses not only refine their marketing approaches but also cultivate deeper connections with their clientele, establishing a more loyal customer base. This innovative platform opens up new avenues for brands to understand their customers better and adapt their strategies accordingly.

Lytics is a cutting-edge customer-data platform tailored for marketers that leverages first-party data to gain insights into customer preferences. By utilizing a sophisticated decision engine powered by machine learning, Lytics effectively interprets the needs of your audience. This capability enables marketers to send out timely and relevant communications through various channels. With the assistance of Lytics AI, you can pinpoint specific strategies that can enhance your results and boost your return on investment. Engage your customers with messages and campaigns that are personalized to fit their unique requirements. Furthermore, optimize your marketing efforts by employing predictive strategies that are informed by actual customer behavior rather than mere assumptions. By adopting this approach, you can significantly enhance customer satisfaction and drive better business outcomes.

FirstParty operates as a comprehensive platform dedicated to the monetization of data, guiding organizations in the assessment, structuring, and strategic application of their first-party data assets. By employing a validated quantitative methodology, it combines detailed technical documentation of current data with an innovative 16-point quality evaluation and market-opportunity assessment, aimed at revealing intrinsic value and pinpointing applicable use cases. The platform's transformation engine adeptly handles and refines vast quantities of unstructured transaction data, swiftly converting billions of chaotic entries into structured, valuable resources. For practical implementation, FirstParty provides specialized modules designed for both internal applications, which promote data-centric decision-making and improve operational efficiency through insights into customers, products, and processes, and external monetization, where data products are anonymized and packaged to expand market outreach and create additional revenue opportunities. This two-pronged strategy not only enhances data utilization but also paves the way for organizations to creatively harness their existing resources in innovative ways, ultimately driving growth and profitability. By facilitating a seamless integration of data into business strategies, FirstParty empowers companies to stay competitive in a rapidly evolving market landscape.

The Mather Activation Platform enables organizations to tackle the issue of disjointed audience data by offering an integrated and clear view of first-party and subscriber insights. It supports automated engagement and operational interactions throughout the customer experience, which boosts both revenue and operational productivity. By merging various audience and subscriber data, the platform develops a comprehensive, 360-degree view of each user, acting as a dependable resource for multiple teams and systems. This consolidated data is then transformed into automated marketing efforts, executed through an email service provider, and used as audience lists for both digital and traditional marketing strategies. Teams utilize this platform to gain a deep understanding of the entire subscriber relationship, optimize the operational tasks involved in lifecycle management across various channels, and quickly address potential churn, pricing changes, and service issues without the burden of collating data from multiple sources. Furthermore, it lays a solid foundation for AI activation within their technological framework, using reliable data to drive informed decision-making and strategic initiatives. Consequently, organizations can significantly improve their overall effectiveness by leveraging a unified source of truth, paving the way for innovative growth opportunities. This holistic approach ultimately leads to a more engaged audience and a stronger connection with customers.

Audigent emerges as a leading platform that excels in data activation, curation, and identity solutions. By harnessing cutting-edge technology, it successfully utilizes privacy-compliant first-party data to enhance media addressability and facilitate monetization on a grand scale without relying on cookies. As a trailblazer in data curation, Audigent is recognized for its unique identity solution, Hadron ID™, which is revolutionizing the programmatic advertising landscape. The platform boasts advanced products like SmartPMP™ and ContextualPMP™, which leverage artificial intelligence and machine learning to deliver consumer-safe data paired with premium inventory across extensive networks. Widely respected among major global brands and media agencies, Audigent effectively oversees more than 100,000 campaigns each month. Its validated and opt-in data solutions play a crucial role in driving revenue for esteemed publishers and partners, such as Condé Nast, TransUnion, Warner Music Group, Penske, a360 Media, Fandom, and many others. Audigent’s ongoing dedication to innovation and quality ensures it remains at the forefront of the industry, consistently delivering impactful data-driven solutions that meet the evolving needs of its clients. As it continues to refine its offerings, the platform is poised to influence the future of advertising even further.

Proem Sports emerges as an exceptional Customer Data Platform (CDP) tailored specifically for the sports industry. This cutting-edge platform empowers rights holders to unify various fan data sources into a comprehensive system. By leveraging Proem Sports, you can craft detailed individual fan profiles and develop highly targeted segments based on behavioral, transactional, and demographic information. This level of segmentation enables the execution of personalized marketing campaigns that genuinely connect with your fanbase, significantly enhancing engagement and nurturing loyalty. Moreover, our platform not only promotes interaction with the fan community but also supports the monetization of zero-party, first-party, and third-party data, thereby strengthening the bonds with your audience. With Proem Sports, you can: Effortlessly integrate and transform your fan data into actionable strategies. Create engaging experiences that elevate fan interaction. Build a brand identity that resonates with both fans and partners alike. Additionally, our tools facilitate ongoing optimization of your marketing strategies, guaranteeing consistent growth and sustained engagement over the long term. This comprehensive approach fosters an environment where both the organization and the fans can thrive together.

We enable prominent global brands to forge connections, engage audiences, and derive insights from users through interactive content and openly accessible data. By nurturing a mutually advantageous relationship with your audience, you can enchant them with alluring and meaningful interactive experiences. Fuel lead generation by showcasing personalized offers and incentives based on dynamically generated user personas. Amplify user engagement, acquire real-time insights, and assess results through our detailed dashboard and reporting tools, or take advantage of our specialists' expertise! Effortlessly design and distribute enjoyable, captivating, and unobtrusive interactive content that integrates smoothly with your digital platforms. Build a deeply engaged user community while gaining valuable insights into their preferences through each interaction, utilizing transparent first-party data that is in line with GDPR and CCPA regulations. Launch a strong, continuous engagement strategy alongside a clear data approach with our comprehensive SaaS solution. Drawing on five years of experience and over 10 million engagements, our platform has been precisely tailored to meet the evolving demands of both businesses and their customers. This revolutionary solution not only fosters sustainable growth but also strengthens customer relationships, ensuring that your brand remains relevant and connected in a rapidly changing marketplace.

LayerFive is at the forefront of AI innovation with its patent-pending technology designed to pinpoint consumer identities from a multitude of enterprise data sources, encompassing both online platforms like websites and mobile apps, as well as offline resources such as CRM systems, loyalty programs, and order management systems, which collectively form a unified consumer profile. This robust platform significantly boosts marketing return on investment by over twofold through its advanced omni-channel attribution and consumer journey analytics, essential components of the 360 Marketing Analytics suite. In addition, LayerFive supports companies in complying with stringent data privacy regulations such as GDPR and CCPA by allowing consumers to access and manage their profiles directly, leading to considerable cost reductions and a decreased likelihood of regulatory violations. The technology employs both deterministic and novel probabilistic techniques to integrate consumer data across all enterprise sources effortlessly. LayerFive’s proprietary first-party tagging system also ensures high-quality data capture from enterprise websites while maintaining data integrity in the face of declining third-party cookies, which enables businesses to extract meaningful insights from their data holdings. This comprehensive strategy not only enhances marketing efficacy but also builds consumer trust by emphasizing the importance of privacy and data protection, establishing a brand reputation that values customer relationships. Moreover, LayerFive's commitment to transparency in data usage sets a new standard for ethical marketing practices in today’s digital landscape.

Integrating our demand generation engine with tailored audience development will drive growth across the entire buying journey. Over the last ten years, providers of intent data have largely recycled outdated account-level strategies, leading to a lack of competitive differentiation when all players draw from the same limited resource pool. For nearly twenty years, our focus has been on creating and honing first-party audiences, resulting in remarkable insights and precise targeting that surpasses the effectiveness of generic third-party data. Our solutions are designed to connect with audiences at every point in the purchasing process, catering to their preferred methods of engagement. While the process of building these audiences is increasingly complex, the outcome is a highly engaged audience that yields significant results. As a recognized leader in "intent to purchase" lead generation, pharosIQ leverages its extensive expertise to deliver insights and demand critical for success in B2B marketing and sales. With four decades of experience, pharosIQ adeptly transforms data into impactful engagements that resonate with potential buyers. This approach not only enhances connection but also fosters long-term relationships with clients, solidifying our position at the forefront of the industry.

Bloom offers WiFi marketing software and customer analytics solutions tailored for restaurants and retail spaces. With Bloom, implementing automated WiFi marketing has never been simpler. The platform effectively gathers in-depth customer profiles, enabling targeted and personalized marketing strategies. Businesses can enhance their online reputation, identify at-risk customers, develop loyalty initiatives, and launch automated email marketing campaigns. Additionally, every campaign is accompanied by comprehensive ROI analyses. Furthermore, Bloom provides exceptional support and training for clients engaged in WiFi marketing, ensuring a smooth experience for users. This level of assistance sets Bloom apart in the competitive landscape of marketing solutions.

Netmera streamlines the monitoring of customer engagement and the analysis of activities occurring on your website or mobile application over time. By adeptly segmenting and addressing your audience in real-time, you can engage them with the most pertinent messages. The platform allows you to classify both current and potential customer groups into smaller segments that exhibit similar traits, based on demographic information, purchasing habits, and user interactions within your applications and websites. With Netmera, you can build detailed user profiles by merging data from various sources, including your apps, websites, CRM systems, and both first-party and third-party data. This tool makes it possible to filter and reach millions of users based on specific profile characteristics—like gender, name, occupation, city, and language—effortlessly and in mere seconds. Additionally, the provision of SDKs and open APIs significantly improves the ability to create and manage comprehensive user profiles, ensuring that your marketing strategies remain both effective and efficient. Consequently, you can refine your approaches using real-time data insights, which ultimately enhances customer satisfaction and engagement while fostering long-term loyalty. By leveraging these capabilities, businesses can better understand and respond to their customers' needs.

ArcSpan stands out as an innovative platform tailored to meet the demands of top-tier publishers around the world. It empowers users to maximize audience engagement while also providing the necessary advertising targeting features that clients seek. Built with a strong emphasis on supporting publishers and data owners, our platform includes critical components for excelling in revenue operations and understanding monetization trends in a market increasingly reliant on first-party data. The data-centric software from ArcSpan effortlessly integrates with your current technology partners, focusing on boosting addressable audience revenue, eCPM, fill-rate, yield, and ensuring brand safety. Our profound insight into the challenges and prospects that publisher revenue management teams encounter in a swiftly evolving landscape distinguishes us from others. With a wealth of experience in adtech, we bring together esteemed experts from both the sell-side and buy-side to confront intricate challenges directly, making certain that our clients can adeptly navigate the complexities of the advertising world. This dedication to innovation and partnership not only reinforces ArcSpan's position as an essential resource for publishers but also fosters a community focused on success in the ever-changing digital ecosystem. Ultimately, our goal is to empower publishers to realize their full potential while adapting to the dynamic demands of the industry.

Connectif is an advanced marketing automation platform that emphasizes the importance of data, allowing ecommerce businesses to gather and unify first-party information from both known and anonymous users across multiple channels, which significantly improves their insights into customer behavior. By tracking users in real-time, Connectif enables detailed audience segmentation and creates highly personalized cross-channel experiences that resonate with customers on a deeper level. Through the use of bespoke content and individualized product recommendations, companies can effectively convey their awareness of customer preferences. Moreover, Connectif integrates smoothly with leading ecommerce platforms like Shopify, Magento, and Prestashop, providing analytics that guide informed strategic decisions through insightful dashboards, reports, and key performance indicators. Users are also able to analyze historical data to evaluate past performance and predict upcoming trends. With its cutting-edge AI-driven automation features, Connectif empowers businesses with the knowledge and resources required to transform their marketing tactics and reach new heights of success. In conclusion, this platform not only enhances customer interactions but also fosters sustainable growth for ecommerce enterprises, making it an essential tool in today’s competitive market landscape.

Our media buying platform connects advertisers with first-party data insights obtained from media owners, employing customized algorithms to improve results while safeguarding the integrity of media owners' data. Nodals AI is ideally designed for media owners who value privacy and aim to utilize an AI-driven system for administering their digital advertising through collaboration on first-party data and tailored algorithmic targeting. By producing strong data signals, media owners can more than double sales for advertisers compared to traditional third-party data strategies. It is vital for media owners to have control over their data, which can be achieved by directly accessing it from the source; this method not only reduces expenses but also dramatically decreases carbon emissions by up to 75%. The evaluation of advertising effectiveness has evolved from outdated deterministic methods to advanced probabilistic approaches that accurately measure real uplift. Nodals provides exceptional access to the first-party data of media owners and runs custom algorithms on their data, ensuring both effectiveness and security. This groundbreaking method enables media owners to maximize the potential of their valuable data while building more robust relationships with advertisers. Consequently, this fosters an environment of innovation and collaboration that benefits all parties involved.

Build the content distribution pipeline of tomorrow today with AudiencePlus, empowering yourself to serve as your own channel while leveraging AI and first-party data to achieve unparalleled understanding of your audience. While your rivals adhere to antiquated transactional methods that merely add to the clutter for potential customers, your priority should be on creating and fostering meaningful connections on a broader scale. Convert your website visitors and social media followers into committed subscribers, providing you with direct access to your audience free from any algorithmic constraints. Develop a modern media platform as an extension of your website to showcase your best content, all without the need for technical expertise. Employ AI-enhanced workflows that utilize your first-party data to reveal deep insights regarding your audience and their interests. By harnessing potent intent signals, you can refine your marketing tactics, identify customers poised to make a purchase, and effortlessly guide them to sales with the necessary context for closure. This cohesive strategy not only keeps you ahead of the competition but also helps in nurturing a devoted community around your brand, ultimately leading to long-term success. In this rapidly evolving digital landscape, staying ahead requires a proactive approach that prioritizes engagement and relationship-building with your audience.

Defining the various first-party data segments that arise as your business progresses can be quite a daunting task. Smart Segments™ enable you to strategically aim at your audience in the future with efficient conversion campaigns that utilize both behavioral and contextual elements. AIM gathers a vast array of insightful information, such as geo-targeting, user behaviors, actions, timing, environmental conditions, referral sources, language preferences, search queries, and URL histories. By simply adding a small piece of code to your website, AIM takes over the meticulous job of improving the intelligence shown on your dashboard. This method provides a solid foundation for starting personalization without incurring additional costs. If you are contemplating a shift in your CMS or CRM, there's no need for concern; just make sure AIM is deployed consistently across all platforms for a smooth transition. To successfully market your offerings and connect with customers, it is crucial to have a thorough comprehension of their identities. Data that resides unnoticed within a CRM or analytics platform fails to provide actionable insights. AIM streamlines the delivery of personalized marketing to your brand, making it both accessible and efficient. With AIM in your toolkit, you can adeptly maneuver through the intricacies of customer engagement and customize your strategies to cater to their distinct needs, ensuring a more effective marketing approach. Ultimately, this leads to stronger customer relationships and enhanced brand loyalty.

Fullstory is a cutting-edge platform that delivers behavioral data, illuminating the underlying narratives of consumer actions. It empowers teams in product development, engineering, and data analysis to correlate sentiment signals with various data sources to craft optimal strategies. Unlike traditional web and product analysis methods, which merely identify what occurs without explaining the reasons, Fullstory equips users with immediate, actionable insights. As the sole behavioral data platform providing essential context, it enables the creation of real-time experiences that boost revenue. Furthermore, Fullstory’s behavioral analytics is primed for artificial intelligence integration, utilizing first-party data that is automatically gathered, indexed, and semantically organized, thereby eliminating the need for organizations to squander time and resources on tedious data analysis. This innovative approach fosters a more efficient way for businesses to understand their customers and respond promptly to their needs.