Coremetrics releases contextual marketing tool

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Coremetrics, a provider of digital marketing optimization services, released Coremetrics 2008, which will help marketers with contextual marketing.

Coremetrics allows businesses to accurately target the most valuable customer sectors, based on a wide variety of criteria rather than only behavioral attributes.

"The strategy here is to allow businesses to increase conversions by more accurately targeting the most valuable customer sectors with the most appropriate offer û both in the marketing creative and once on site û at the optimal time," said Brian Tomz, director of product strategy at Coremetrics.

Contextual marketing looks beyond such behavioral attributes as group and lifetime customer behaviors. With the new product, marketers can segment customers based on criteria including participation in social media activities.

"Previously, most sites that engaged in any type of targeting have focused on only single events (e.g. a user abandons a red blouse or a loan application form; then the site follows-up with a promotional offer for that same product)," Tomz said. "Contextual marketing includes additional information such as an individual's attributes and historical behavior in an attempt to derive the most appropriate recommendation set."

Companies such as Rodale, publisher of Men's Health, Prevention and Mountain Bike magazines, and PayScale, are already using the product.

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