Video Transcription
Nathan Richter, Strategic Services Director, Monetate
I think what’s coming is the trend of personalization, but the focus tends to go directly to the one conversation with the consumer. Where the reality is, the biggest impact organizations can make at this point is taking that up a level and understanding: what are the segments that are performing differently? Through analytics, we get a lot of that information on a real-time basis, but it is aggregated in an overall performance level, without, necessarily, the toolbox for how you make an impact on that specific segment.
So it’s really what are the tools, such as Monetate, that allow you to make the impact on the data you’re getting, from either your analytics or your back-end systems, at this point? And that’s, again, what’s exciting about working here; we’re combing through all of these different data points, whether we have them internally or the partner clients have shared them with us. We have the ability to then immediately zero in, target that audience’s behavior, and change a specific metric within what they are doing on the site—whether it’s an action or all the way through to conversion.
Again, with the internal technologies and resources most companies have at this point—even if you could identify what you wanted to do—you most likely wouldn’t have the ability to turn that around quickly, due to an internal constraint; whether it be a creative constraint or a technology constraint around when that new functionality or application could take hold to make that change you’re looking for.
So, I think it is the real-time impact that Monetate can make, and the zeroing in on the actual behavior, or customer group, whose behavior you’re looking to change, that’s really exciting. I think it’s the trend where the more sophisticated organizations are going. Again, everyone knows their top-line metrics, but you move that top-line metric by moving the different puzzle pieces of who your consumers are.