[x+1] Releases New Audience Targeting Platform

System integrates digital messages and offers across websites, landing pages, online display and e-mail

March 18, 2010 -- NEW YORK -- Online targeting leader [x+1] today announced the latest version of its real-time audience targeting platform that provides a fully integrated Smart Tagging System.

This breakthrough technology simplifies and streamlines the arduous and expensive process of tagging individual websites, landing pages and digital media, virtually making the entire Internet a company’s website for reaching and converting online consumers. The new platform is being introduced today at the NexTargeting Summit 2010, hosted by [x+1].

“Suddenly, the technical silos that made it difficult to execute campaigns in a coordinated fashion across digital media are broken down.”

Unlike conventional tagging methods, which require offline code creation and installation by IT staff for each page or media element, the Smart Tagging System from [x+1] deploys a universal tag across multiple pages and media, saving time and expense and improving the performance of multichannel online marketing campaigns. The code for the Smart Tags is auto-generated by [x+1]’s platform when a campaign is set up, allowing it to be simply copy-pasted and propagated through [x+1]’s intuitive user interface (UI).

“Smart Tags are helping usher in the next generation of audience targeting, giving marketers and agencies the ability to dynamically reach likely-to-buy consumers across digital touchpoints,” said Greg Pier, Vice President of Product Development for [x+1]. “That’s why we call it ‘audience anywhere.’

“Using our audience targeting platform with its Smart Tagging System, a single tag code can be easily propagated, facilitating a multi-touchpoint campaign that reaches people wherever they are online,” Pier added. “Suddenly, the technical silos that made it difficult to execute campaigns in a coordinated fashion across digital media are broken down.”

“Two-way” nature of new [x+1] platform sets it apart from the competition

Pier added that the two-way nature of the new [x+1] audience targeting platform allows marketers and agencies to connect all consumer touchpoints in a campaign via a single system and a single data set. “Because the platform is two-way, data coming in from the Smart Tagging System can also push real-time content and offer decisioning out,” he said. “If someone’s on your site, the system will serve up a personalized experience that includes the right offer at the right time. If they’re on the web, it can push out a targeted display ad. If they’re viewing an e-mail, a custom offer pops into their inbox – all driven by the same common data.”

The [x+1] Smart Tagging System pulls anonymous real-time online visitor information – IP, demographic, sites/pages visited, and other relevant data – and passes it to the [x+1] platform’s rules engine. The rules engine automatically selects the most appropriate, relevant site experience, offer and content each time, based on custom business rules set by the user or by tapping into [x+1]’s patented Predictive Optimization Engine (POE™), or a combination of both.

Other benefits of the new [x+1] platform with Smart Tagging:

* The ability to set custom segments – the Smart Tagging System can be used to trigger various audience segments (e.g. browsing prospects, soon-to-buy prospects, customers, etc.) on the fly. A marketer can then custom tailor messaging automatically in real time to each segment across all channels. For example, an offer could be synchronized to offsite prospects so that upon arrival, they receive a coordinated message tying the offer to the correct promotion.

* Simplified synchronization between client and third-party data – [x+1]’s Smart Tagging System allows the synchronization of data into the platform – either a company’s customer data or third-party data from providers like Targus Info, Datalogix, and Exelate, or both – allowing for more precise and effective targeting.
* Reduces maintenance headaches – Once in place, a Smart Tag does not have to be changed, even if page content changes. The definition and metadata associated with the tag can be changed through [x+1]’s UI without assistance from IT. Because it also functions as a container tag, a marketer or agency can place other tags within it – again, without IT support.

Source: [x+1]