Dynamic Targeting uses visitor profiles to deliver customized content targeting, end-to-end, for each visitor. The goal is improved business performance, for example: increased conversion rates and revenue.

The software is basically a workflow monitor turned inside-out. Instead of monitoring inward-focused business processes, it monitors the user, reacts to events, or proactively initiates actions such as email follow-ups. The system is organized as a series of cooperating CORBA servers. The modular interfaces allow alternative components to be substituted in-place.

• Profiling Engine - A data collection and event database that aggregates individual visitor actions and behaviors. From first click through each step of interactions within your site, data that is deemed relevant to your business objectives will be saved for each site visitor.
• Business Rules Engine - A workflow engine that models a user's interaction with your online business. It determines how your website should interact with a visitor based on his/her history, as seen in their profile. The Kefta deployment team will configure the business rules engine to translate your objectives into the campaign.
• Content Targeting & Delivery - A mechanism to serve triggered actions. Based upon requests from the business rules, the content delivery system is able to serve targeted content across all key online channels: website, layers, pop-ups, email, banner ads, etc.
• Testing and Optimization - A process of serving continuously optimized content across all key online channels. Using sophisticated statistical algorithms, Kefta is able to automatically identify key messages and rules that are delivering the best results.

Kefta's technology is served as an ASP and is based on a rules engine and a profiling engine. Together they serve content, variations to the content, track the progress of visitors by grouping, and optimize visitor experiences based on data points gathered from their onsite and off site choices.

Successfully deployed for nearly 6 years, we're now in our fifth key revision. Because of this unsurpassed maturation of product, we are able to deploy simply and flexibly across numerous industries and client business sizes. We have clients who range in size from start-ups to the Fortune 500. Each implementation is customized for our client's individual needs and objectives.

Our patent-pending hosted technology is noted for:

• Flexibility in deployment options - From simple to complex personalization rules, from one page to the entire visitor experience, we'll create the solution that is best for you.
• Patent pending delivery technology - Kefta is unique in its ability to allow client sites to properly render content, even if communication with our servers is down. This is a mission-critical decision point for most large online businesses, as typical hosted solutions tend to create uncomfortable reliability dependencies for them. We call this "graceful degradation." That is, your pages will render to a default state if Kefta's servers are inaccessible.

See some example uses

With an insertion of as little as one script tag, Kefta's technology can perform most desired functionalities. Kefta is successful at helping client technical teams reduce costs, dependencies, and resource burdens. To this end, many of the time-consuming, non-technical aspects of the deployment can be managed between Kefta and your business team.

Kefta assigns dedicated project management and development resources to each client, giving you full access to best practice input and direct access to those who are accountable for the success of your campaign.

Read about implementation options