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BizReport : Advertising archives : July 13, 2016

Ad Roundup: Data partnerships and releases

In today's advertising roundup, a trio of releases and partnerships that focus on data collection and analysis.

by Kristina Knight

PebblePost has launched analytics tools for their Programmatic Direct Mail platform; the new tools give brands insight into conversion and response rates as well as overall performance.

"Direct mail is a powerful way to communicate with consumers; it remains the largest channel by ad spend after TV, and response rates remain strong. But marketers have become reliant on the real-time feedback of digital marketing efforts. Results stemming from direct mail have always been strong. For the first time ever, there is now a way to review the results of a campaign and make decisions on that insight on a daily basis," said Lewis Gersh, founder and CEO of PebblePost. "Programmatic Direct Mail® is the answer to a marketer's woes about retargeting consumers. It gets them in a digital and automated mind set that connects digital thinking with high performing execution."

And MultiView has launched VisitorView, a new platform that captures unique IP addresses for traffic coming in to B2B websites; the platform also tracks time spent on pages and pages viewed, giving B2B sellers better insight into the customer base.

"B2B marketers are depending on digital advertising to raise brand awareness and drive prospects to their websites, and it is a crucial part of the process for them to have a good understanding of the companies that have visited their website in order to follow-up quickly," said MultiView COO Steve Fullbright. "VisitorView delivers new opportunities for alignment between marketing and sales departments by revealing the insights needed by both to prioritize and nurture the relationships with the companies that are engaged on their website, driving higher conversions and accelerating the sales cycle."

Meanwhile, Contegra has added 'find related' and 'autosuggest search assistant' options to the dtSearch Engine API, Kaleido.

Rob Wiesenberg, president, Contegra Systems, said, "Prior to indexing with the dtSearch Engine, Kaleido extracts key concepts from each document or database row. Kaleido then ranks all key concepts by relevance, and adds this relevancy-ranked data 'on the fly' while indexing with the dtSearch Engine."

Tags: advertising, advertising data, advertising tools, Contegra Systems, MultiView, PebblePost

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