Nuts & Bolts: Tech Talk
E-mail service provider Silverpop, located in Atlanta, now offers dashboard reporting in its Vtrenz solution. Vtrenz is a B-to-B lead management platform that gives marketers a clear view into leads at all stages of the lead-to-sales funnel. With the addition of the dashboard function, Vtrenz provides users with on-demand marketing information, supplying reports that are graphic summarizations of significant marketing metrics. The dashboard reporting also allows more effective lead generation and lead nurture campaigns, and permits marketers to schedule the export of reports to important stakeholders.
Personalized E-mail and Landing Pages
Omniture Inc., based in Orem, Utah, and Responsys, based in San Bruno, Calif., have integrated Omniture Test&Target (designed for the delivery of targeted content as well as multivariate testing and A/B testing) and Responsys Interact® (an on-demand e-mail marketing platform) to enable marketers – online ticketing marketplace StubHub, shown below, is a client – to deliver personalized e-mails and landing pages to customers. The integration permits marketers to use an automated prcess to test and completely optimize an e-mail campaign from beginning to end. Through the use of the integrated technology, content is only delivered to customers at the opening of the e-mail (not at deployment), allowing marketers to make modifications in real time to reflect the preferences and recent activity of customers. This allows the delivery of relevant content as soon as the customer opens the e-mail, and a boost in conversion rates.
Web: www.omniture.com and
Denver-based Format Dynamics recently introduced CleanPrint, a new technology that can transform a printed Web page into a cleanly formatted printout with targeted ads. Currently, when readers print information from the Web, the printed page often is oddly sized with key data spilling off the page and paper wasted; what should have been a one-page document often prints as two to three pages with missing images or banner ads and lone headers straggling on the last page. As a solution, Web publishers that utilize CleanPrint allow readers to view a clean and paginated printout, while providing advertisers the opportunity to place a targeted ad that only appears in full when the page is printed from the Web. The technology-currently used by CareerBuilder.com and Rand McNally-opens the door to new advertising inventory for publishers and gives them the ability to customize printout templates.