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Offermatica Affinity Personalization Tools

Posted on 7.10.2007
Offermatica announced a new feature today called Affinity Targeting (available only to users of the platform) which automatically builds a profile of category interest (based on session tracking and subsequent visits) that is immediately available for targeting offers, creative, and anything else within the "imagination of the marketer".

Via the press release: "When a visitor browses, they are alerting the site that they have interest in certain types of content. Responding to what the user wants is the heart of persuasion, and is the key to higher engagement and revenue. Unfortunately, the folks who get it, who know that responsive marketing is good marketing, are web marketers who often are least able to actually make it happen on their properties. Now they can."

Wow. I had the opportunity to speak with Offermatica's Jonathan Mendez a few weeks back and was impressed with the exchange we had and how Offermatica was  changing the conversion game (and supporting marketers) by allowing for content targeting based on user behavior. I ended the call as a true believer that (when done well) such targeting can indeed provide a much more relevant user experience.

Website Magazine has a great article on testing (A/B, multivariate and Taguchi) coming up in its August issue by Rafe Vandenberg that's pretty much going to knock your socks off (so subscribe now if you aren't already and don't miss out), but until it arrives WM has been keeping its finger on the pulse of the conversion industry.
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