Kitewheel Introduces Audience Decision Suite

Kitewheel, provider of the Customer Journey Hub, has launched the Kitewheel Audience Decision Suite (ADS), helping companies incorporate advertising and paid media into customer journeys.

Kitewheel ADS helps companies extend their journey orchestration into the paid media world by bringing consumer data and intelligent decision making to advertising audiences.

The solution has the following three core elements:

• Real-Time Context Gathering, which leverages proprietary data sources, including third-party data, to fine tune the message for each audience, based on contextual, behavioral, or environmental data.
• Audience Management, which integrates with Web site, CRM, and mobile apps to extend cross-sell, up-sell, retention, loyalty, advocacy, and look-a-like journeys into digital advertising and manage an unlimited amount of audiences.
• Journey Attribution, which captures consumer-level event data throughout the journey, enabling companies to look at the ROI of media budgets and determine an optimal path-to-purchase journey.

"What many marketers seem to forget when it comes to orchestrating customer journeys is that the relationship with customers begins long before they visit your Web site or make a purchase," said Mark Smith, president of Kitewheel, in a statement. "By incorporating paid media into the customer journey, brands can achieve dramatic improvements in engagement, conversion, and retention."

Kitewheel partner GroupM recently deployed Kitewheel's ADS to deliver sequenced messages across display, email, and Web, for a leading automotive company, resulting in a 24 times lift in click-through rates and a 400 percent increase in engagement.

"At GroupM, we are aiming to deliver superior customer experiences across all customer touch points," said Kresten Bach Søndergaard, business development director at GroupM, in a statement. "Kitewheel provides the platform for the seamless integration of disperse sets of platforms and technologies and real-time decisions, which in turn delivers the right message at the right time to the right customer."

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