What’s the main differentiator of InOne?
Introducing the Ad Audiences feature, InOne brings the disjointed worlds of adtech and martech together. Now marketers are able to push predictive segments into 3rd party ad platforms such as Facebook and Google AdWords, optimizing their marketing spend. How? Let’s take a closer look.
When you walk into a brick-and-mortar store, a sales rep would start watching and analyzing you from a distance, trying to understand what you would be interested in purchasing. Partially informed, he or she would approach you and based on your behaviour, start talking to you about the daily discount in the store or show you where you can find the items you’re looking for, always trying to improve your in-store experience and guide you to checkout. Likewise, our technology helps marketers better understand their online visitors and helps them prioritize which products or content, discounts or ads they should show, helping them optimize their marketing spend.
Technically speaking, a visitor’s likelihood to achieve a goal, likelihood to make a purchase, likelihood to apply for a credit card or likelihood of reading an article online, is predicted by a machine-learning algorithm based on their online behaviour. For instance, knowing which customers are more or less inclined to buy an item on a given e-commerce site, marketers can easily prioritize who they would like to target with discount messages, 1:1 messages or advertisements. Marketers can also optimize their ROAS by pushing predictive segments right into AdWords and Facebook. For instance, a marketer can send a discount only to those customers who are more likely to buy, rather than spending ad dollars for those who are less likely to buy.