We are reinventing display advertising for e-commerce, and the cornerstone to our strategy is the TellApart Data Platform. Helping clients manage their own customer data and use our Customer Quality Scores throughout their display ad programs is a multi-tiered effort, and our next applications help retailers move higher in their shoppers’ purchase consideration funnel.
While Transactional Retargeting is the key to our creation of each retailer’s Customer Quality Score model, this user-specific data can be used to create custom audience segments for broader display ad marketing campaigns too. Transactional Retargeting is focused near the bottom of the conversion funnel — on users who were actively considering a purchase and did not buy. Audience Targeting goes farther, with the opportunity to selectively market to users who would not have been addressed by Transactional Retargeting. This includes visitors who have not returned to the site recently, shoppers who were not seriously considering a purchase, or users who have made a purchase but who may be also interested in a complementary product. Audience Targeting offers the opportunity to personally address visitors with custom marketing messages that can echo broader promotional activity, and it can be used to drive higher lifetime values.
New Customer Acquisition:
With enough data, TellApart can begin to predict Customer Quality Scores for users who have never purchased from your site, even within their first visit. By modeling the shopping data of your highest value repeat customers, TellApart can quickly compare the behavior of new site visitors and drive new-to-file customer acquisition. We can dramatically lift response rates from new customers by identifying prospective new-to-file shoppers and modifying our bidding & ad creatives accordingly.