What you missed in Big Data: Hyper-personalization
Analytics passed a major milestone on the road to ubiquity last week with the launch of new capabilities that extend the reach of data-driven decisions even deeper into our digital lives. An up-and-coming startup called Jivox Inc. set the ball rolling with the introduction of an advertising platform that promises to provide the ultimate customized experience.
Dynamic Canvas, as the new system is called, assembles pre-supplied graphics and copy into one of over 3,000 potential promotional formats based on the specific preferences of each viewer. Jivox gleans that information from a combination of metrics ranging from basic details such as age and gender to much more precise data points like local weather to produce what is touted as a much more through understanding of buyer expectations.
That, in turn, allows organizations to engage consumers with much more accuracy than traditional demographics-based marketing that addresses purchasing patterns at the group level, which is the exact same premise of another new analytics service that debuted last week. But whereas Jivox is looking to help brands target their audiences more effectively, the newly launched OppAlerts from DiscoverOrg Inc. is targeting the brands themselves.
And more specifically, the technology buyers in charge of keeping the infrastructure powering those organizations humming along smoothly. The service scans 180 million cookies a day for such individuals and digs into every positive hit to try to identify what kind of product that particular CIO is looking to buy. From there, DiscoverOrg’s staffers manually verify and send along the information to the vendor clients.
That granularity promises to significantly improve the return on the growing amounts of money that organizations are pouring into their marketing campaigns, but at the same time also makes the process more susceptible to data errors with the potential to undermine the entire effort. That’s the problem StrongDM Inc. raised $800,000 last week to help the likes of DiscoverOrg and Jivox avoid.
The startup has created a service that filters real-time input like ad impressions through an intricate system of homegrown algorithms that automatically removes information that fails to meet the criteria specified by the user without all the manual work traditionally involved in the process. The seed investment, which was led by Bloomberg Beta, will help hire more developers to accelerate development.
Photo by Dave L. via Flickr
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