[x+1] Reveals Updated Data Management Platform with Real-Time Decisions
February 29, 2012
By Chris Freeburn
, TMCnet Web Editor
Digital marketing hub technology developer [x+1] unveiled Origin 3.5, its latest Data Management Platform (DMP). Origen 3.5 features automated decision making tool for call centers, email, SMS and websites and will be available in April.
DMP platforms store, synchronize and segment first-, second- and third-party data sets, allowing marketers to provide segmented data to enhance the targeting of customers across multiple digital channels. [x+1] Origin employs real-time decision logic into any live interactive channel, the company noted. Origin 3.5 makes decision making a core platform process, since it utilizes the company’s Predictive Optimization Engine (POE).
Origen 3.5 responds to customer activity on [x+1] Origin-enabled touchpoints -- a web page, for example. The DMP can order a business’ email server, SMS marketing gateway, call center, click-to-call or chat service to issue customer-specific marketing and promotional messages in real time. Origen 3.5 permits the synchronization of messages through various interactive channels. By boosting the marketing response to specific consumers, Origen 3.5 will expand marketing impact and return on investment.
In a company statement, [x+1] cited the example of a bank customer is using a mortgage calculator on the bank’s website. Origin DMP will identify and record the customer interaction and issue a notification to the SMS marketing gateway to deliver text messages informing the customer that a mortgage specialist is available to provide additional assistance. The solution uses real-time, centralized decision logic via a web services Application Programming Interface (API) to deliver this feature. If the consumer clicks the text, a call will be placed to a waiting representative. Origen 3.5 also causes the bank’s email server to send the customer a link to a mortgage application and information page.
“[x+1] Origin 3.5 represents an evolutionary leap in the enterprise DMP by delivering a true real-time application across a spectrum of consumer touchpoints,” said John Nardone, Chairman and CEO of [x+1], in the statement, “We’re the only DMP that provides the power, flexibility and security of using both first- and third-party match keys, unlocking the power of true cross-channel targeting and measurement.
The application features a new user interface (UI) for simplified usability. Origin 3.5 has streamlined audience analysis and discovery and exporting audiences to other DMPs and DSPs, allowing marketers to integrate with external systems without additional IT support.
“Our vision for a DMP that goes way beyond display is now a reality,” Nardone commented in the statement. “As an enterprise DMP integrated with website personalization, a leading Demand-Side Platform (DSP) and the POE decision engine, every interactive channel can benefit from the power of data management and real-time marketing cohesion to improve marketing and media performance.”
Edited by Rich Steeves