Innovation Interactive acquires Netmining NV

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Innovative Interactive, the parent company of 360i and SearchIgnite, has acquired Netmining NV, a provider of landing page and on-site behavioral optimization technology.

The technology, which allows companies to highlight different products on its site based on a consumer's real-time browsing behavior, previous browsing history or buying propensity, will be integrated into the SearchIgnite search optimization platform in the first quarter of 2009.

“We think the combination of optimized search marketing with optimized site marketing is a really powerful opportunity,” said Will Margiloff, CEO of Innovation Interactive. “With the current economic downturn, solutions like this that drive ROI are going to be needed for customers like those in our retail group as well as other sectors.”

The company will now offer Netmining's technology to all of its clients which include NBC Universal, JCPenney, Office Depot and Borders.

“For example [on a retail site] if a user is interested in shoes and stays on those items for a long period of time, they may view many pages,” Margiloff said. “If they came back at later date the retailer could customize the home page to offer up shoe-related content to try and personalize it more than if they had no understanding of the consumer's previous behavior.”

Based in Brussels, Netmining currently provides technology for GM, BMW, Sun Microsystems, Audi and UPC.

Margiloff hopes this move will increase Innovative Interaction's clients' presence in Europe.

“This is a great technology to bring to the US but [Netmining] has incredible customer relationships in Europe that will allow us to bring technology and agency solutions there over time,” Margiloff said.

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