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BizReport : Advertising archives : June 20, 2012

eXelate taking models to the maX

New from eXelate two brand tools created to enhance how brands build and use ad models and leverage brand information. Called eXelate maX brand the tools can help marketers in different sectors determine which attributes are most important to their brand - actual purchase intent versus brand recognition, for example.

by Kristina Knight

"maX Brandâ„¢ enables advertisers to make smarter, more insightful targeting decisions in real time. Through custom modeling and audience analytics based on eXelate's marketplace of 400 million unique users, we are arming advertisers with the insight needed to engage consumers, increase brand loyalty and fuel high performance marketing," said eXelate CEO, Mark S. Zagorski.

The launch of maX Brand will enhance the already available maX Performance; both modeling solutions give brand marketers better knowledge about their target bases. maX Performance helps those using direct response model campaigns so that the right action items are included for peak performance. maX Brand, meanwhile, is a modeling solution to help brands create the right audience segments with longer reach.

"From building a more robust understanding of your target audience to informing customer acquisition strategies, the insights marketers are able to uncover from online consumer data are driving more effective real-time advertising decisions. And, while more data isn't always better, we're seeing that more valuable modeled data and the proper analysis of it can help accelerate marketer performance," said Zagorski.

Models are customized for each advertiser in real time using brand attributes and 'consumer conquesting' data.

Tags: ad models, advertising tools, ecommerce trends, eXelate, online advertising, targeted ads

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