For social media-reliant businesses, getting an edge with online customers is imperative. One of the leaders in the field of personalized marketing technologies is Dynamic Yield. TechCrunch reports that the organization received $22 million in series C funding. The company already works with high caliber clients like Rolling Stone magazine, Sephora and Under Armour. What makes the technology so compelling, and relevant, is its ability to place multiple tools at marketers’ fingertips. Dynamic Yield’s suite includes the ability to run A/B tests, and to pull personalized data information from mobile apps, web and online advertising. This information is then used to create personalized ad campaigns.
Researchers have found that certain images work better for female customers versus male customers and this kind of information can help marketers create banners and imagery that best appeals to their target demographic. Studies have shown that personalized marketing campaigns improve a company’s ROI.
Dynamic Yield is not the only company looking to data mining technologies to leverage ad campaign creationa, but so far it is the biggest and one of the best funded. Small business owners looking to create personalized experiences for their customers might not be in the position to make use of Dynamic Yield’s platform but can turn to free tools like Optimizely or Hubspot, which are highly flexible. Although these platforms and services don’t offer the same level of detail that Dynamic Yield promises, they are free. Free makes for a good return on investment, no matter your business’ size.