On Wednesday, personalized digital ad platform Jivox launched two tools to help drive customer journeys with customized ads and use that customized content on web sites and in emails.
Customer Journey Optimization, Channel Connector. One new tool, Customer Journey Optimization, is Jivox’ first entry into tracking customer journeys, although it previously had access to the underlying data from site visits, email responses and engagement with its ads.
This tool shows a customer’s journey to a sale from the starting point of a prospecting ad, such as a video ad, social media ad or display ad. Jivox’ platform generates the customized content for the ad, while demand side platforms handle the bidding, delivery and return of engagement data, like clicks.
In journey highlighted in yellow in the Jivox visualization below, 18,680 users who viewed the video ad but didn’t engage with it were then shown a variation of the ad on social media. Of the 18,576 who viewed the ad on social, 2851 converted.
The other new tool, called Channel Connector, lets Jivox’ personalized content for ads be employed on web sites, in addition to the previously available use in emails.
Why you should care. When marketers can visualize customer journeys showing which paths drive the best outcomes, they can optimize content and personalization. Jivox coordinates content across ads, email and websites in the most effective combinations of media channels.
This story first appeared on MarTech Today. For more on marketing technology, click here.
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.