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BizReport : Advertising archives : October 23, 2014

Brands: How to use in-memory tech to increase personalization

Personalization is part of the new frontier of the Internet. Brands are looking for new ways to personalize and make relevant not only their products, but the content surrounding their content. According to one expert in-memory technology is one way to do this.

by Kristina Knight

Data from set-top cable boxes, selection patters from satellite TV subscriptions and even behavioral targeting in the online space can all feed into a new way for brands to reach and engage with consumers: in-memory technology.

Taking this kind of data and using it to personalize not just entertainment recommendations but product sales could lead to a new revolution in the online space.

"[For example] when a consumer walks into a store, they can opt-in to an enhanced shopping experience. Customers can use a mobile phone to integrate location and preferences with shopping history. Sales associates can then make personalized recommendations on the fly against continuously updated merchandise information," said Bill Bain, CEO, ScaleOut Software.

Moreover, this technology enables the store to track inventory with high efficiency using RFID tags, reducing the stock that needs to be kept on hand and ensuring immediate access to requested items. By offering the shopper highly personalized and relevant offers and managing inventory with new levels of efficiency, operational intelligence gives the brick and mortar retailer a distinct competitive edge.

And it isn't just retailers who can benefit. Telecommunications providers understand these challenges and are beginning to use operational intelligence to help viewers identify new entertainment options personalized to their tastes.

"For example, by applying operational intelligence to data streamed from set-top boxes combined with a viewer's historical viewing patterns, the customer can be alerted to an upcoming program featuring a favorite sports team or to product offers that match both the current show and the viewer's profile," said Bain.

Image via Shutterstock

Tags: advertising content, advertising trends, ScaleOut Software, video, video advertising

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