Why Kefta Dynamic Targeting?
Superior Conversion Rate Optimization. Low Risk.
Marketing technology designed to make you the best, not just better!
After more than six years of experience deploying solutions that drive conversion rate improvements, Kefta can say that the delivery of superior results are attained through the conveyance of "The Best Message at the Best Time™". The following key conversion drivers are unique to the Kefta solution:
- Website personalization - leverage behavioral and attitudinal differences in visitors to deliver content targeting that is 1 to 1, resulting in the most sustainable conversion rate optimization possible
- Unified visitor profiling and segmentation - use information discovered about each visitor to build a rich profile you can simultaneously leverage across a range of targeting and personalization tools
- Multiple channel content targeting - deliver and control a successful personalization campaign across all key online channels: website, email, 3rd party banner ads, layers/popups
How is this approach different?
Most targeting and personalization services rely upon two key functionality differences:
- Aggregate visitor information. Some call it a cluster. Using this methodology, unique visitor information is not kept. Only the visitors participation in a particular cluster is kept. Because of this, marketers cannot drill down or leverage unique visitor behaviors or needs.
- Black box optimization. Some call it automated optimization. Using this methodology, marketers are not able to influence the personalization campaign with knowledge that they already have. For instance, if you know that a person looking for cheap airfares is not interested in seeing how spacious a first class seat is, you will not be able to do anything about it.
Typical page-based testing solutions assume at their heart that all site visitors are the same. Their needs, expectations, and results. This is simply not true. Site visitors are real people with unique perspectives and goals. Would one expect a visitor arriving through a "price" oriented banner to have the same expectations as another arriving with a "quality" oriented search? Of course not. Because of this flaw, the "best recipe" produced by a typical multivariate test is subject to two key problems:
- ROI diminishes over time as the "average" profile of site visitors changes.
- Conversion is not increased to its full potential because all visitors are treated as a homogeneous average... despite the majority of visitors giving marketers a self-expressed difference in their needs.