Fifteen years ago I was working at an advertising agency, writing and scheduling media for clients. Back then, scheduling display advertising–whether it was in a magazine, or on a billboard–meant analyzing the cost per impression and helping the client decide, based on their target audience, where they could get the most bang for their buck.
Fast forward to today, when companies like Connection Engine are helping take all the guesswork about where and when marketers should invest in order to best reach their customers. Inbox Orange partners with Connection Engine to add more value to our clients’ experience.
“We are an email intelligence and targeting platform,” explains Tim Judson with Connection Engine. “We have a large data assets that is uniquely organized in that it’s all tied back to an individual email address, or more specifically, an email hash key, which is an encrypted form of an email address.”
“All this allows a marketer to match email addresses into our data and pulls back all the information we have on the owners of those addresses, including purchasing behavior, lifestyle, level of income, marital status, etc. and then produce a rich, aggregate profile report that describes the people on that list,” he continues.
The value of this to a marketer, especially an email marketer, is that now they know the specific interest and behaviors of their audience and can target messages that will engage those customers in the best way. In short, this data helps marketers better understand their audience and build a better email marketing program. “It helps them retain their best customers and offer the programs that are of interest to their customers,” says Tim.
In addition, Connection Engine is a partner of LiveIntent, giving marketers the option of even more targeted advertising. Imagine if you opened your favorite magazine to read and all of the advertisements were custom selected based on your preferences and past purchasing decisions. Those advertisements would have a much greater impact. Through LiveIntent, marketers can put the right message in front of the right customers, inserting advertisements into email newsletters customers already subscribe to—eliminating wasted impressions and maximizing return on investment.
We’ve come a long way from placing ads in hopes that the message reaches the right end consumer. I’ll be honest: I’m both amazed and exhilarated by the possibilities.
Let us know if you want to learn more about all that Connection Engine has to offer. We’re excited to share all the new ways we can help bring you and your audience together. And for more insight on how Inbox Orange is partnering with Connection Engine to bring more value to our customers, read this informative case study provided by Connection Engine: