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"For too long, marketers have been forced to make blind guesses, without
the right solutions to test their assumptions," said
Interwoven Optimost Adaptive Targeting enables marketers to: -- Discover new segments of site visitors -- Learn more about current visitor segments -- Respond quickly with relevant experiences and content
Targeting Done Right Separates the Winners from the Losers
According to a report titled "Find Your Sweet Spot" in the Harvard Business Review, " ... businesses that successfully tailor product and service offerings to desirable customer segments post annual profit growth of about 15 percent ... companies that fail to connect the right value propositions to the right customer segments realize annual profit growth of only 5 percent."
"We've had a number of wins using Optimost's technology in a 'one size
fits' manner," said
With many Website targeting systems, marketers have access to only a limited set of visitor data, such as Website visitor behavior or search terms. Additionally, these systems force marketers to match the created visitor segments to a finite collection of offers or content. Targeting systems with limited visitor data and fixed content options are not likely to provide the optimal experience to the visitor or maximize conversion rates.
Overcoming these limitations, Adaptive Targeting empowers marketers with greater control and insight into the segmentation process, and it mines all major categories of visitor attributes:
-- Context - How the visitor arrives at the Website (e.g., search keyword); -- Geography - Information about the visitor's physical location; -- Time - When the visitor accesses the site (e.g., during business or free time); -- Demographic - Known or assumed attributes of the visitor, such as age, income, or gender; -- Behavioral - Current and previously collected Web browsing activity; -- Visitor Entry - Voluntary information entered by online visitors (e.g., travel booking dates); -- Profile - Pre-existing customer information derived from online and offline activities (e.g., account information, address, products owned, or most recent purchase).
With Adaptive Targeting, marketers can use either single attribute data or combine categories to create multidimensional visitor segments. Further, within defined categories, marketers can test an unlimited combination of content, offers, and layouts to determine the best content for each audience segment.
For information on Interwoven Optimost Adaptive Targeting and Interwoven's full suite of Targeting and Engagement solutions, visit http://www.interwoven.com.
Interwoven Optimost Adaptive Targeting is generally available now.
About Interwoven
Interwoven, Inc. (Nasdaq: IWOV) is a global leader in content management
solutions. Interwoven's software and services enable organizations to maximize
online business performance and organize, find, and govern business content.
Interwoven solutions unlock the value of content by delivering the right
content to the right person in the right context at the right time. Nearly
4,400 of the world's leading companies, professional services firms, and
governments have chosen Interwoven, including adidas, Airbus, Amnesty
International USA, Avaya, BT, Cisco, Citi, Delta Air Lines, DLA Piper, FedEx,
SOURCE Interwoven, Inc.