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BizReport : Advertising : March 23, 2012

Platform extracts customer insights for better targeting

Over the past month several studies have been released, all indicating that the wealth of data online isn't being used to its fullest potential. Either brands aren't making the data actionable or they're utilizing the data is ways that don't enhance the customer experience.

by Kristina Knight

One platform, nPario, offers brands Audience DNA - actionable customer insights which can then be used to drive online campaigns. I recently had the chance to chat with nPario CEO Bassel Ojjeh about audience DNA.

Kristina: For a while customer data was thought of as 'nice to have'. Why is data becoming more integral to successful campaigns?
Bassel: Several years ago, Internet giants like Yahoo and Google were able to show advertisers that data is king when it comes to managing an advertising budget and goals. Advertisers bought into the value, but technology was a stumbling block as advertisers and agencies realized there is a lot of science involved in making data useful by delivering actionable insights. More recently, the barriers to leveraging data to optimize ad dollars has become less daunting because of data specialist like nPario and others in the market.

Kristina: What does nPario do differently that helps brands reach consumers?

Bassell: At nPario, we're unique in that we deliver Big Data publisher and marketing solutions on an open and extensible architecture. We're the only player in the industry with that capability, and that allows our customers to truly unlock the potential of data.

Kristina: What is audience DNA and how does it affect advertisers?

Bassell: At nPario, we use the term 'Audience DNA' to describe the detailed insights clients get with our Big Data capabilities. We apply our expertise and patented technology to collect signals from audiences and create a narrative that describes the commercial intent of the users who make up an audience at any given time. For example, we can collect browsing behavior of a user on a site and determine that the user is in the process of evaluating digital cameras. This is valuable information for our clients. We create Audience DNA using the data our clients already have, and the insights we provide are for the benefit of our clients only. This is a critical point since we have strict guidelines around selling or exchanging audience data.

Tags: ad targeting, advertising data, nPario, online advertising

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