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16 octobre 2014

iPerceptions launches Active Recognition™ for Retargeting

iPerceptions, the leader in digital customer research, today unveiled its latest application for Active Recognition, a patent protected technology. Active Recognition for Retargeting improves behavioral retargeting by enriching campaigns with stated visitor intent. For the first time, digital marketers can accurately distinguish between purchase intenders, researchers and support seekers to create relevant messages aligned to a visitor’s intent, ultimately improving engagement and campaign performance.

“Trying to recognize user intent from behavior alone is challenging,” said Duff Anderson, Senior Vice President at iPerceptions. “A visit to the cart is often considered to be an indication of purchase intent, yet when asked directly, more than half of people who visit the cart say they have no immediate intent to purchase. Furthermore, labeling them as purchasers is essentially misclassifying a majority of these visitors and neglecting the fact that more than two thirds of purchasers never make it to the cart. It is only by aligning to stated visitor intent that campaigns will perform better and leverage the full opportunity.”

“The advertising landscape is evolving,” said Audry Larocque, President and CEO of iPerceptions. “Increasingly, companies are looking for quality first party data to increase the performance of their retargeting campaigns. iPerceptions Active Recognition for Retargeting is a key innovation as it leverages feedback from actual website visitors to align campaigns and bidding strategies to visitors’ stated intent.”

Active Recognition Technology uses a representative survey to engage a small portion of a website’s visitors to determine their purpose of visit. This representative sample of stated intent is combined with the site’s behavioral data and iPerceptions 20+ million standardized data points which allows for robust pattern analysis and learning. When an anonymous visitor arrives on the site, the technology monitors their session and recognizes the intent state in real-time. This intent intelligence is then shared with a Demand-Side Platform (DSP) where specific campaigns are associated to recognized intent states and delivered to the visitor.

“Leveraging real customer intent when creating retargeting campaigns improves performance and engagement,” said Vlad Stesin, Co-founder & VP Product at AdGear. “Integrating this capability into our AdGear Trader demand-side platform enables advertisers to create highly relevant campaigns aligned to visitor intent.”

Key Benefits of iPerceptions Active Recognition for Retargeting include:

  • Increase conversion – Recognize visitors most likely to purchase and close the deal faster by displaying content that will drive conversion such as a promo code.
  • Effective lead nurturing – Distinguish researchers from purchase intenders to strategically retarget them with a series of ads increasing brand exposure or product awareness, ultimately, leading this prospect to conversion.
  • Increase retention – Recognize support seekers and eliminate their frustrations by displaying ads that provide support such as community support forums, help desk information and FAQs.
  • Optimize campaign spend – Align bid strategies to specific intent states and maximize campaign ROI such as allocating more of the budget to those more likely to convert.

Active Recognition for Retargeting is flexible as it can also recognize a number of additional industry specific qualifiers including purchase horizon, in-store vs. online shopping, business vs. leisure, seller vs. buyer, demographics and others. This provides a higher level of relevance to retargeting campaigns reaching sub-sets of defined intent segments.

About iPerceptions

iPerceptions is a leading digital customer research company that enriches marketing technologies with the Voice of the Customer. The company’s solutions are powered by the Active Research™ SaaS Platform, which captures visitors’ intent, needs, and experiences in the moment of truth using advanced engagement technologies. iPerceptions is revolutionizing market research with Active Recognition™ which recognizes the intent of anonymous website visitors in real-time to provide personalized experiences. With over 20M visitor intent datapoints collected every year across 3,500 brands and in 32 languages, iPerceptions is the trusted research solution of customer centric organizations. Improve your customer experience and bottom line today, visit www.iperceptions.com.

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Barbara Reichert
Reichert Communications, LLC