Customer Priorities Feed Digital Media and Marketing
5 million consumers pinpoint what's important for large brands
Informative, Inc. brings analytics, speed and precision to ROI-focused industry
SOUTH SAN FRANCISCO, Calif., May 23 - Informative, Inc., a marketing 2.0 company that extracts customer priorities and forms brand communities, today announced it is expanding its service offering to interactive advertising agencies, marketing services firms and media properties. Informative's Adaptive Conversation technology combines analytics with the power and precision of customer insights to help advertisers and media properties make better decisions on targeting specific ads and content, and improve ROI on program and campaign spend.
Informative's business has grown to include such innovative brands as Hewlett-Packard, Intuit, LEGO, Callaway Golf, Citibank, ING, Pfizer, A&E Networks, My M&Ms, Plantronics, and MTV. The company currently serves large brands in the consumer products, media and entertainment, financial services, pharmaceutical and technology arenas as well as select marketing industry partners.
"Consumers talk about brands every day, and we give advertisers a way to be a part of this conversation, by using a unique application of Web 2.0 technology," said Ed Sarraille, CEO of Informative, Inc. "Our corporate clients find our Adaptive Conversation technology and analytics to be unparalleled in their ability to gather real-time consumer insights and provide actionable results - so companies know exactly what steps to take to create products consumers want, marketing and advertising that resonate, and a customer experience so good it makes them want to talk about it to others. Offering this to interactive agencies and media is a logical next step in our growth."
Speed and Precision Drive Interactive Advertising and Marketing
"Informative provides its distinctive customer collaboration platform via Adaptive Conversations, a patented technology that uses the wisdom of crowds, extracts the most important ideas across a large population, eliminates bias in ways not possible with conventional survey technology, and then delivers prioritized, actionable results," said Mala Anand, Chief Operating Officer and Senior Vice President of Products. "It allows advertisers to understand customer perceptions and insights, and allows customers to spread their enthusiasm and influence to others through the community. Our back-end analytics deliver fast, rigorous segmentation of priorities that will yield the greatest return on dollars spent by advertisers."
Advertisers, marketers and media properties are under increased pressure to make solid program choices that produce successful campaigns and increased advertising revenue. Customers have shown that they want to participate in shaping all areas of the customer experience - from new product introductions and enhancements, to marketing messages and advertising - and they want to know that their contributions are recognized.
More than 5 million consumers have participated in Adaptive Conversations since their introduction. Informative sees no limit to the scaling possibilities.
"Adaptive Conversation technology cuts through the chatter and quickly identifies key customer priorities - the most popular and most important - to a broad customer base as well as tight demographic segments," said Anand. "By comparison, it makes focus groups and other static survey methods seem archaic."
Search-based and sponsored advertising and differentiated content depend on true understanding of the reader. "Agencies and content providers must hit sales targets and deliver ROI. There's no time today for 'wait and see.' Agencies, and the CMOs they serve, have to act quickly and get it right," said Sarraille. Adaptive Conversation analytics help advertisers and content providers identify better words and topics, design better ads, and attract advertisers with better information about readers.
Analytics show the customer knows best. "Many campaigns today are just trying new concepts to see if they'll work. If the offer doesn't resonate with customers, it fails. With Web 2.0 and Adaptive Conversations, there's no need for guessing," said Anand. "The analytics provide clear answers and direction for targeting ads. Each and every time, the analytics deliver unwavering clarity from Adaptive Conversations."
Money doesn't matter. When it comes to successful offers, it's not about how much money can be thrown at a campaign. It's about how effective the campaign is at connecting with a customer need. It always has and it always will. "What's different today is how companies reach out to and connect with customers, how quickly that can happen and how quickly companies can get an actionable answer," said Sarraille.
See www.informative.com/ for more information on how companies and agencies use Informative's service and analytics to improve ROI on their programs and campaigns.
About Informative
Informative, Inc. is a Marketing 2.0 leader and enabler. Through its patented Adaptive Conversation technology, Informative identifies top customer priorities, forms brand communities and provides marketing analytics. Leading companies including Citibank, Hewlett Packard, Intuit, LEGO, MTV, Procter & Gamble and Sony BMG rely on new insights gained from Informative's Adaptive Conversations to improve products and services, introduce new products and services, provide more relevant messaging and marketing campaigns, and gain greater customer loyalty and recommendations from their customers.
Adaptive Conversations allow customers to rate, rank and collaborate on what is important to them - in their own words. The technology engages customers in an ongoing dialogue, motivates them to make recommendations to others, and, through powerful analytics, helps companies identify their most loyal and influential customers, and understand their perceptions and attitudes.
Founded in 1999, Informative is headquartered in South San Francisco, CA. For more information about Informative and Adaptive Conversations, please visit www.informative.com.
Source: Informative, Inc.
Media Contact: Camille Lepre of Informative, Inc., Camille@informative.com,
+1-415-269-1339
Web site: www.informative.com/
