Software helps Web marketers personalize content.
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Press Release Summary:
Interwoven Optimost Adaptive Targeting enables businesses to identify best combination of content for each Web visitor by analyzing attributes such as how visitor arrived at website, geography, time, demographic, Web browsing activity, voluntary information entered, and pre-existing information derived from online and offline activities. Marketers can discover new segments of site visitors, learn more about current segments, and respond with relevant experiences and content.
Original Press Release:
Interwoven Continues to Redefine Web Optimization with Launch of Adaptive Targeting
Only Interwoven Offers Web Marketers a Complete Targeting Solution
WASHINGTON, Oct. 21 / / - EMETRICS MARKETING OPTIMIZATION SUMMIT - Interwoven, Inc. (NASDAQ:IWOV), a global leader in content management solutions, today announced the availability of Interwoven Optimost Adaptive Targeting, dramatically enhancing the ability of businesses to identify the best combination of content for each Web visitor based on a wide-range of audience characteristics and behaviors. Adaptive Targeting joins Interwoven's current solutions to create the industry's most comprehensive set of targeting offerings, providing an unequaled ability to identify new audience segments, continually refine existing segments, and deliver optimized content to every visitor. The result: marketers can effectively and efficiently adapt their Websites to achieve maximum business results.
"For too long, marketers have been forced to make blind guesses, without the right solutions to test their assumptions," said Mark Wachen, managing director of Optimost at Interwoven. "Interwoven is the only company that combines testing with all forms of targeting techniques. We're excited to be able to help marketers move beyond the limitations of behavioral targeting, and provide Web marketers with the clearest and most actionable profile of their site visitors."
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 Hugh Buchan, eCommerce marketing director at America's Test Kitchen. "Interwoven Optimost Adaptive Targeting offers exciting possibilities to take our online marketing to a new level. The idea that you could create finely tuned audience segments, and match those visitor groups with personally appealing content is encouraging. Now, we can use even more data - not assumptions - to continue to optimize our offers and grow our business."
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 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, Grant Thornton, Hilton Hotels, HKMP LLP, Hong Kong Trade and Development Council, HSBC, LexisNexis, MasterCard, Microsoft, Samsung, Shell, Sky Italia, Qantas Airways, Tesco, Virgin Mobile, and White & Case. A community of over 20,000 developers and over 300 partners enrich and extend Interwoven's offerings. To learn more about Interwoven, please visit www.interwoven.com/.
Source: Interwoven, Inc.
CONTACT: Mark Richardson of Interwoven, Inc., +1-408-953-7307, mark.richardson@interwoven.com
Web site: http://www.interwoven.com/
