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BizReport : Ecommerce archives : April 13, 2015

Marketo, Neustar partner for precision targeting

A new partnership in the online space may open the conversational lines between shoppers and brands by capturing data in real time and offering up the most relevant content at the right time.

by Kristina Knight

This week real-time data and analytics hub Neustar and engagment marketing hub Marketo are partnering for a new B2C program that should enhance brands' ability to precisely targeting their shoppers. Through the partnership brands will be able to 'speak' relevantly to their shoppers.

"Neustar's Lead Intelligence Solution integration into Marketo enhances marketers' insights into potential customers so they can better engage prospects with the right message at the right time over the right digital channel," said Sanjay Dholakia, CMO at Marketo.

Lisa Joy Rosner, CMO, Neustar said, "Marketers will now be able to achieve even more precision in their campaigns by combining the capabilities offered by Marketo's leading marketing automation platform with Neustar's authoritative datasets, analytics and non-intuitive insights. This integration delivers value to more B2B and B2C marketers in a wide range of industries and builds on our joint strategy to make our leading solutions available wherever marketers need them."

Scale has long been an issue for many B2C brands because of the market size; the collaboration between Neustar and Marketo should help to scale that data using real time data and scoring leads to offer up more accurate profiles.

Neustar's data links online and mobile as well as offline profiles, focusing on those shoppers who are most likely to buy the product.

Tags: advertising, ecommerce, ecommerce targeting, ecommerce trends, Marketo, Neustar

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