Kefta Delivers Targeted Banners, Pop-ups, E-mail, Web Pages
Online marketing and advertising technology concern Kefta is expected today to unveil a dynamic ad-targeting package that allows marketers to deliver pitches across multiple online channels based on people’s behavior.
Kefta claims its dynamic targeting technology is the first service that will allow marketers to tailor messages in pop-ups, Web pages, banners ads and e-mail using information such as clickstream data, keywords, previous sites visited, operating system and connection speed.
Other services, for example, will help tailor e-mail messages but not pop-ups, said Kefta CEO Philippe Suchet
The technology allows marketers “in real time to make a decision and render a result on the fly,” said Suchet.
The technology also allows marketers to deliver pitches based on what Suchet calls implicit behavior.
For example, if a shopper is spending a lot of time on the shipping-cost page, it may indicate he or she is struggling with the cost of shipping and handling. Using Kefta’s technology, the marketer could decide to sweeten the deal to shoppers who, for example stay on the shopping cart page for longer than 30 seconds.
The marketer could also use the shoppers’ hesitation as an opportunity to deliver a survey asking what the trouble might be, said Suchet.
And as long as the site collects visitors’ e-mail addresses, the marketer could use Kefta’s system to deliver a special offer to, say, people who abandon items in shopping carts.
Suchet claims that marketers using Kefta’s system generally see a 30% lift in conversion rates.
The technology is offered on an application-service-provider, or ASP, basis and, as a result, requires no software installation.
“The whole idea is to take IT out of the picture,” said Suchet. The service starts at $10,000 a month.
