Data management platform (DMP) provider [x+1] has announced integration of its Origin Enterprise DMP with Adobe Test&Target, which [x+1] claims will enable "richer, more relevant and profitable website user experiences." Marketers can use the Test&Target user interface (UI) and workflow tools to take advantage of the Origin Enterprise DMP. The combination provides users access to audience data to improve the targeting and optimization of their websites. The beta version is available now, with the full release scheduled for September 2012.
"Creating relevant and compelling offers and messages across touchpoints for each customer and prospect, and delivering them in real time for maximum impact, is a critical requirement for all digital marketers today," said Ted Shergalis, [x+1] Founder and Chief Strategy Officer. By taking advantage of [x+1]’s DMP QuickStart program, Shergalis promises that marketers can quickly gain the capabilities of:
- Defining on-the-fly custom attributes
- Automatically discovering and creating audience segments
- Gaining unparalleled insights into cross-channel customer behavior
- Linking offline and online behavioral data
The company promises measurable improvement for clients who use Enterprise DMP capabilities to identify, refine and reach target audiences across digital channels and device types; and that enhancing A/B testing with audience data improves outcomes typically results in a 15 to 60% improvement over A/B testing alone.
[x+1] claims the integration of Origin with Test&Target is a simple add-on, using [x+1]’s DMP QuickStart program.