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BizReport : Advertising archives : October 16, 2013

Releases validate business contacts, provide stronger analysis

A trio of releases today in the online space should help brands better target customers and keep businesses in compliance with advertising regulations. Here's how:

by Kristina Knight

First, from WhitePages, a platform that will help businesses comply with the FCC's Telephone Consumer Protection Act. Called PRO Phone Lite, the platform identifies phone numbers and validates the numbers in business databases, so that customers who don't want to receive phone calls are not inadvertently called.

"Even unintentional calling mistakes can be high profile, costly, and reputation damaging for businesses, making it imperative that companies understand and adhere to new guidelines," said Barry Chu, Director of Product Management for WhitePages PRO. "By understanding the customers on your call list, marketers can avoid the fate suffered by corporations such as Google, Jiffy Lube, and Papa John's, all of whom were recently hit with multi-million dollar settlements for failing to comply with TCPA regulations."

Meanwhile, Trilibis has launched the SNOW platform, geared to helping businesses detect the devices shoppers and customers use to visit websites. This kind of information can help brands better design websites and determine whether responsive design elements are right for their purposes.

"Companies want to develop a One Web experience for their online brand presence, but creating single-codebase websites that automatically optimize for today's multi- device world can require significant--and costly--customization," said Ted Verani, SVP of sales and marketing at Trilibis. "SNOW enables Web developers to build device-aware websites that load fast and deliver an excellent Web experience for every visitor, no matter what handset or tablet they are using."

Finally, from Anametrix, multichannel analysis for media and publishing brands. The platform delivers metrics in real time across entertainment/media websites by connecting websites, social channels and data from sites like comScore and Nielsen.

"News and entertainment media companies require sub-second, real-time performance analytics, and that is why so many have become Anametrix clients," said Pelin Thorogood, Anametrix CEO. "To accommodate this growing sector need, we created an industry-specific, decision-support solution - Anametrix for News and Entertainment Media. These out-of-the-box tools and capabilities illuminate how traditional media interacts with social media, video, digital properties and other channels, which helps media organizations respond quickly to optimize content and ad monetization."

This kind of analysis can help brands better target ads and segment customer bases.

Tags: advertising tips, advertising tools, Anametrix, ecommerce tools, Tribilis, WhitePages

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