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BizReport : Advertising : September 20, 2013


Monetate taps BlueKai for audience segmentation tool

A new tool, out this week from Monetate, is pushing the targeting space to a new level. Through the LiveAudience solution, brands can tap into past browsing behaviors to better target and personalize online experiences.

by Kristina Knight

Monetate tapped BlueKai to power LiveAudience's segmentation and data options.

"In a traditional retail experience, customers walk into a store and the sales associate can start a conversation to learn things about each customer to help steer them to the merchandise that aligns with their preferences and meets their needs. That experience has been lost in the ecommerce space," said Colton Perry, vice president of partnerships at Monetate. "Now, with LiveAudience, companies can better understand the needs, preferences and interests of both new and returning visitors, and understand the customer's situation, such as current weather conditions in their area or what device they are using. LiveAudience brings the context of brick-and-mortar to the online world."

Using the LiveAudience tool, advertisers can change individual webpages according to customer likes/dislikes, personalizing pages according to past purchases or interests. For example, customer may have purchased home theatre seating from a furniture seller and on their next visit, the retailer could highlight a new line of connected or high definition television sets.

"By integrating BlueKai, Monetate expands the actionable data intelligence it delivers to marketers so they can create customized site experiences and recommendations with even more precision, " said Pieter De Temmerman, SVP of Exchange and Global Business at BlueKai. "Monetate combined with BlueKai will inform a more relevant experience for a brand's best prospects."






Image via Shutterstock

Tags: ad targeting, audience targeting, BlueKai, Monetate, online advertising








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