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BizReport : Advertising archives : May 03, 2016

Ad Roundup: Releases focus on data

In today's advertising roundup, a trio of releases that are focused on the data and targeting side of online advertising.

by Kristina Knight

First, Liferay has released the Liferay Digital Experience Platform; the new offering should help brands build better customer relationships through experience management, singular customer views and engagement data.

"Businesses today are moving beyond a narrow focus on marketing to look at the whole experience of their customers," said Edwin Chung, VP of Product Management for Liferay. "Liferay DXP helps companies present the right personalized experience for the moment: frustrated customers need help, not targeted offers, while a great service experience is an opportunity to upsell. By deeply integrating with the systems that support business units and processes, companies can act on customer sentiment and history to give customers the right resource or offer when they're ready for it."

Meanwhile, Valassis has launched Valassis Apio, which gives brands the ability to plan, launch and measure cross channel campaigns. This kind of measurement should give brands better insights into how their customers are engaging with their products and messaging.

And Clair has launched Dynamic Forecasting. Their new tool is targeted to sales teams, using data science to give sales staff a better view of the customer.

"Spreadsheet-based forecasting isn't just a time suck. It results in lost deals by limiting visibility and focusing teams around an error-prone process," said Andy Byrne, CEO, Clari. "By automating this painful process and focusing teams on what matters most -- the true state of every deal -- customers using Dynamic Forecasting won't just get a more accurate view of their number. They will also be able to improve close rates and drive meaningful top-line growth."

Tags: advertising, advertising data, advertising data tools, big data, Clari, Liferay, Valassis

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