Kefta Introduces New Dynamic Targeting Solution
Marketers can now increase online conversion rates and revenue by delivering online experiences that are relevant to the needs of individual customers
SAN FRANCISCO, CA -- April 17, 2006 – Kefta, the leader in personalized marketing solutions, today unveiled the new hosted Kefta Dynamic Targeting solution. Kefta Dynamic Targeting allows marketers to improve conversion rates and revenue by delivering a highly relevant and targeted online experience to every Web site visitor. Kefta Dynamic Targeting breaks new ground by serving personalized content on Web sites, emails, banner ads, and pop-up windows, instead of restricting marketers to a single online channel.
GM, Palm, Roxio, and Verizon are among the first to use Kefta Dynamic Targeting to successfully engage and respond to visitors with the best message at the best time through the best channel. “Kefta’s advanced profiling and targeting capabilities enable Roxio to provide our customers with highly relevant offers in real time, from the first click through repeat sale,” said Michael Roehricht, Director of eBusiness at Roxio. “Kefta is an important part of our integrated, multifaceted marketing campaigns, which are helping improve customer retention and increase revenues.”
“Kefta Dynamic Targeting is the culmination of six years of work in profiling, targeting, content delivery, testing, and optimization,” said Philippe Suchet, CEO of Kefta. “We’ve incorporated feedback from the world’s leading marketers to create a personalized marketing solution that consistently delivers a 30% lift in conversion site-wide.”
Online marketers can now automatically engage customers with effective marketing through multiple channels (site, off-site banners, layers, and emails) at key points in the purchase cycle. Kefta Dynamic Targeting automatically builds an individual behavioral profile for each site visitor. This profile is combined with intelligent business rules in real time to trigger relevant offers and promotions based on specific business objectives. The solution also automatically tests and optimizes all campaigns to ensure the best possible results.
For example, a customer might click through to a site’s landing page using the query “discount widgets” on Google. Kefta immediately categorizes the customer in the “price-sensitive” segment and notes their browsing behavior on the site. When the customer returns to the site through the home page, they will see a discount offer on the widget that they initially searched for on Google. If the customer leaves without completing the order, they will be presented with an exit pop-up window with an additional promotion for free shipping. After purchase, Kefta triggers an email promoting a second additional product. When the customer returns to the home page, they will see the new product, along with a limited-time offer that touches on their price sensitivity.
The Kefta Advantage
Designed to focus on individuals rather than Web pages, Kefta Dynamic
Targeting is the most proven and mature personalized marketing solution
available to interactive marketers. The hosted service requires minimal
IT resources and can be up and running in a matter of weeks to deliver
immediate ROI. On average, clients using Kefta are able to increase online
conversions by 30% based on a personalized marketing initiative.
The seasoned Kefta services team has delivered hundreds of successful implementations
and brings deep expertise in strategic marketing to bear on the unique needs
of every client. A dedicated account manager and technical lead share insights
and best practices, and guide each campaign from strategy through deployment.
Dynamic Targeting Technology
Kefta brings together advanced visitor profiling, sophisticated business
algorithms, and dynamic content delivery in order to allow marketers to deliver
the most relevant experience possible. Key innovations include:
- Real-Time Visitor Profiles: Kefta’s visitor profiling engine automatically gathers visitor information (keywords, referral source, cookies, connection speed, geographic location, browser type, OS, native language, purchase history, and past and current browsing behavior) to build a comprehensive profile of each visitor’s needs and expectations. Profiles can also be integrated with ad networks, Web analytics, word-of-mouth marketing, and offline data for additional benefit.
- Algorithmic Targeting: Kefta Dynamic Targeting uses these single visitor profiles to trigger, tailor, and target across all online channels. Sophisticated business rules, customized to represent client objectives, score profile inputs against desired outcomes to determine the most relevant experience for each visitor in any situation. From first click through purchase to repeat sale, Kefta’s Dynamic Targeting solution is guiding each visitor step –-by step.
- Dynamic Content Delivery: Kefta Dynamic Targeting leverages profiles and business algorithms to adjust site content and trigger targeted emails, banner ads, and pop-up windows. Interactive marketers gain the flexibility to use the best channel, not just the site, to deliver a consistent, relevant experience to shoppers.
- Automatic Optimization: Kefta allows marketers to learn from the activity of real visitors. The Dynamic Targeting solution automatically tests different experiences and delivers more traffic to the highest-performing experiences. State-of-the art statistical models automatically evaluate and implement improvements in real time.
Kefta Dynamic Targeting is immediately available. Pricing starts at $10k per month.
About Kefta
Kefta is the leader in personalized marketing solutions. Global brands including GMAC, MetLife Bank, Palm, and Verizon use Kefta Dynamic Targeting to deliver timely, relevant content to site visitors based on their unique online behavior – immediately boosting conversion, revenues and customer loyalty. The hosted Kefta service automatically recognizes and responds to the different needs of Web site visitors, delivering relevant and personalized marketing messages in real time on Web sites, banners, pop-up windows, and emails. Kefta’s Dynamic Targeting solution is rapidly implemented, ongoing maintenance is minimal, and results are immediate. Founded in 2000, the company has headquarters in San Francisco, California. For more information, visit http://www.kefta.com.
Contact:
Kefta, Inc.
pr@kefta.com
www.kefta.com