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BizReport : Ecommerce : May 17, 2012

Demandbase platform IDs customers in real time

A new offering from Demandbase takes real time targeting from the ad buying world and into the website visitor world. Called the Real-Time Identification Module, it allows businesses using the Drupal CMS platform to target web visitors as they land on the website, offering the most relevant content and information in real time. It is geared for business to business (B2B) clients.

by Kristina Knight

"With this new module, the massive Drupal community can now target customers with website experiences that are dynamically personalized based on the company attributes of visitors who would otherwise be anonymous," said Amit Varshneya, Demandbase vice president of Strategic Services. "In the short time since we've made this available, the module's intuitiveness and flexibility has allowed strong adoption and success, meaning better visitor engagement on customer websites as well as higher conversions."

Here's how it works: a B2B client lands on a Drupal CMS user's website. In real time, the system updates to offer that visitor a personalized website experience, showing that person the right content and information so they can make a purchasing decision. The system uses over 40 'targetable attributes' like the industry the customer works in, their location and even DUNS numbers.

Demandbase's solutions target in real time without the use of cookies, identifying and segmenting visitors.

As the web has evolved and mobile devices have taken up permanent residence in consumers' hands - even at work - it has become clear to many that a more targeted approach to both advertising and online content is needed. Identifying and segmenting customers, in the B2C and B2B worlds in real time is one way to provide a personalized, custom experience.

Tags: ad trends, B2B platforms, content trends, Demandbase, ecommerce trends, online advertising, real time targeting, Real-Time Identification Module for Drupal CMS

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  • Sebastian Tonkin

    Are there any features to help the site owner create the tailored content?  

    ST [email protected]:twitter



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