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BizReport : Ecommerce archives : September 07, 2012

Customer search engine puts marketers in control of big data

Many conversations have begun over the big data concept in the past few years - from ways for brands to engage and target using big data to what big data actually is. One platform takes big data and puts that information into context for online brands to use to convert.

by Kristina Knight

Kristina: Tell me about the Mintigo engine - what does it offer and how does it impact brands?

Jason Garoutte, Mintigo CMO: Mintigo's Customer Search Engine helps companies find and connect with potential customers. There is a great deal of public data about companies and buyers on the Web, but it's not possible to make sense of it all using human labor. Mintigo leverages the power of this "big data" to help marketers make optimal decisions about which message to send after seeing certain triggers. For example, a website may present a different offer to a visitor based on location of their mobile device. A company selling virtualization solutions might aim emails at companies with history of "cloud" projects. For end consumers, this is great because it means that communications from brands are much more relevant. We want marketers to dramatically boost conversions, and for consumers that means we're cutting down on the noise of advertising.

Kristina: A lot of experts are talking about Big Data in response to display or social campaigns; how does the proper use of big data impact search?

Jason: We believe that inbound marketing (SEO, search ads, and social) is the most efficient lead-gen a company can do. Everyone should max it out. But marketers have cast too wide a net here, and they treat all inbound traffic the same. Wouldn't it be great if companies knew who out there, in the world, were the top 1000 targets for their product? Then, instead of advertising to some guessed keywords, companies could try to reach specific companies and individuals. You can still use content, social, and digital ads...but big data makes it possible to aim those channels at individuals. When you use Google or Bing or Facebook, they're using a lot more than your keywords to pick the ads they show. They're using big data too. Mintigo is bringing the same targeting power to marketers.

Kristina: How have early/beta platform adopters seen their campaigns improve?

Jason: On the B2B side, we've seen companies like Click Software and Orange increase their conversions 2-4X. On the B2C side, we've seen websites increase conversions 15% or more. The CEO of has said that Mintigo gave them "amazing lift". These companies use the power of big data to predict which people will respond to which offers. The hard part is making good predictions, and that's what Mintigo's technology is really good at.

Kristina: How quickly can a brand be up and running with this platform?

Jason: Typically 3 weeks. It depends what a brand wants to achieve, but most of our customers are up & running in 3 weeks. The most interesting part of our process is the first part, in which our Customer Search Engine determines our client's "CustomerDNA". By looking at a list of current customers, our engine finds patterns to seek in potential new customers. These patterns are always interesting, and they often surprise our clients. Sometimes the patterns are behavioral (such as a keywords in tweets) and sometimes they are technological (such as evidence of using SaaS apps). Mintigo's engine can even finds patterns in the org chart; for example, the Customer Search Engine showed one user that companies with a small IT department were much more likely to be a customer. When our customers see their own unique DNA, that's when they really understand the power of our technology.

Tags: big data, customer search engine, ecommerce trends, Mintigo, online business

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