UPDATED 10:29 EDT / DECEMBER 13 2013

BloomReach inaugurates partners : Readying experts for e-commerce + search

BloomReach, an emerging, data-driven marketing specialist with $41 million in the bank, has garnered significant industry support for its plans to disrupt Search Engine Optimization (SEO). The startup today took the lid off an expansive ecosystem that spans both practitioners and major enterprise vendors, including heavy hitters such as IBM and SAP.

This morning’s announcement introduces two groups of partners labeled either as “BloomReach Ready” or “BloomReach Certified Expert.” The first group of partners include e-commerce platforms Demandware, eBay Enterprise, hybris Software (an SAP Company) and IBM WebSphere Commerce; mobile transaction systems Branding Brand, Mad Mobile, Moovweb and Skava; and tag management systems BrightTag, Ensighten, TagMan and Tealium.

These “BloomReach Ready” partners are “technology companies that have integrated and tested BloomReach technology with their technology,” explained Joelle Kaufman, Head of Marketing and Partnerships at BloomReach, in an interview with siliconANGLE. “For example, the four tag management partners have all tested incorporating and managing the BloomReach pixel in their tag management systems. The mobile and e-commerce platforms have pre-wired the server-side integration in addition to the pixel and feed that provide BloomReach with the data to personalize the content on mobile sites, applications and landing pages.”

The second group of “BloomReach Certified Expert” partners consist of marketing agencies with proven expertise at using the company’s SaaS solutions in client campaigns. The launch roster includes 360i, iProspect, Ovative Group and Stone Temple Consulting.

BloomReach Organic Search + BloomReach Mobile

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BloomReach launched in February 2012, after three years in stealth mode. The company develops BloomReach Organic Search and BloomReach Mobile, two cloud applications that help customers increase traffic to their websites. “[We capture] data from more than 1.2 billion web pages per week and more than 1 billion consumer interactions…per week,” Kaufman said. “Our nightly analytics processes more than 5 terabytes of data a day. This brings focus to the language of the web and the intent of consumers.

Joelle Kaufman of BloomReach

BloomReach Organic Search is a language-conversant, machine-learning application that observes and interprets the behavior of every organic search visitor to BloomReach’s customers’ web and mobile sites, according to Kaufman. “Based on the satisfaction (or happiness) of organic search visitors to these pages,” she explained, “BloomReach continuously tunes the site content that we introduce to those pages—site links, site content or new category pages. BloomReach continuously adapts as our customers add and remove products from their sites.”

Web Relevance Engine

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BloomReach Organic Search and BloomReach Mobile run on the Web Relevance Engine, a homegrown technology that leverages Hadoop and proprietary algorithms to match product listings with consumer demand. BloomReach claims their Web Relevance Engine powers more than 120 e-commerce destinations, including 24 of the Internet Retailer Top 100.

Ashutosh Garg, co-founder and CTO of BloomReach, first revealed this secret sauce behind his team back in May 2013, in an interview with SiliconANGLE Senior Editor Kristen Nicole. “Our Web Relevance Engine combines machine-learning with natural language processing,” Garg had told Nicole, “making it a continuously updated and smarter machine each day. In addition, we realize the value that humans bring to the table. By merging our algorithms with our staff and our customers’ expertise, we think we provide a pretty fast and reliable system to compete.”

Kaufman explained natural language processing as the ability of the technology to interpret language like people do. “So BloomReach doesn’t simply say, ‘This person went to pages 1, 2, 3.’ Instead, BloomReach knows what this person did to get to pages 1, 2, 3 and what pages 1-3 are about and share in common,” she said. “[BloomReach also knows] what that says about the user’s intent, driving what the experience should be for that visitor and for visitors with similar intent.”

The machine-learning is the ability of Web Relevance Engine to learn from what visitors do, according to Kaufman. Combined with the ability to understand language, this makes the technology smart. She said it delivers a compelling and personalized experience without scripting endless rules and trying to imagine all the possible ways to describe consumers and content. “Frankly, using big data applications (as opposed to analytics) is critical to competing in the consumer-oriented economy,” Kaufman added. “Consumers do not have the patience to learn your language, and they have the choice to do business with companies that quickly meet their needs and adapt to their interests.”

Suzanne Kattau contributed to this article.


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