The barrage of notifications and alerts coming at local business marketers is relentless. Streams of data updates flood inboxes and lead to constant pings and push notifications on mobile phones. Rather than helping mobile marketers get more in tune with their programs, an overwhelming number of notifications can actually turn marketers off and lead to them being less informed about what’s really going on with their digital campaigns.

A new monitoring and alerting solution called Pulse is being billed as a remedy for local marketers who feel overwhelmed by the number of alerts and notifications they receive each day. Designed by the team at Adjust, a mobile marketing analytics suite, Pulse is a “smart alerts” system that gives mobile marketers essential insights so they can optimize their campaigns for performance. It relies on customizable alerts to reduce the noise of unhelpful updates.

“Pulse is a direct result of our ongoing dialogue with our customers who want freedom and flexibility to focus on what matters,” said Adjust Chief Product Officer Katie Madding in a press release. “Pulse is an intuitive, automated solution that gives them the power to do more with less.”

Data plays a huge role in supporting local marketers today. However, research shows the majority of marketing officers (67%) say the volume of data available to them has become overwhelming. Thirty-three percent of chief marketing officers at small and mid-size businesses say the biggest external impact on marketing currently is the increasing number of channels and platforms. While feelings of data overload are understandable, receiving too many alerts causes confusion, and, in some cases, it can lead to important notifications being missed entirely.

Madding says Pulse will give individual mobile marketers a way to track the metrics that matter most to them through what she describes as “optimized alerts.” Marketers can track everything from return on advertising spend to retention scores, campaign performance, anomalies, and more. They’ll be able to set up alerts based on designated criteria and then use historical data to see how often the alert they’ve set up is likely to be triggered. If the alert is set to go off too frequently — a common problem — then the marketer can change the criteria, so they are only alerted in the most extreme instances, such as when ROAS has gone outside predetermined thresholds.

Pulse users can also customize how they receive alerts. Rather than sending every message as a push notification, organizations can integrate Pulse with the business apps their teams already use. For example, Pulse alerts can be set up to appear in Slack or come via email. Users can create alerts for multiple apps for more holistic reporting.

​​Pulse is the latest in a string of recent launches by Adjust. In 2022, the company debuted Datascape, an advanced analytics solution that provides app marketers with data reporting, visualization, and analysis tools across all data sources. Back in 2019, the company acquired Unbotify, a Tel Aviv-based firm that specializes in mobile measurement and fraud prevention. “As teams get smaller and apps get more competitive in 2023, we knew it was important to build a solution for easier, smarter campaign management,” Madding explained. “Pulse is our ‘Do more with less’ alerts system for app marketers looking to save valuable time, money, and effort. Pulse’s integration with Slack allows mobile marketers to stay focused while remaining in the loop.”