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Enterprise Data Foundation – This foundation consists of business intelligence, analytics, and customer and product data.

Major Marketing Technology Platforms – These technologies include other foundational components, such as digital asset management, marketing automation, social media engagement, and web content management, that fuel higher-level technologies and services.

Major Channels – This top layer includes the many channels through which marketers carry out marketing strategies to engage their target audience, such as email, mobile, social, television, print, websites, and even kiosks. In the context of the buyer’s journey, these channels are touchpoints.

Customer expectations are also higher than ever before. As digital offerings across industries become more sophisticated, consumers want their interactions with brands to be seamless, customized, and engaging (that’s not too much to ask for, is it?). To meet people where they are, and build meaningful relationships at each stage of the customer journey, marketers need an integrated marketing technology stack with tools that foster personalized engagement.