Increased Market Demand for Audience Relationship Management (ARM) Results in Significant Customer Adoption, Accenture Alliance and Investment
REDWOOD CITY, Calif. – Adchemy, the pioneer of Audience Relationship Management (ARM), formally introduced its technology that uses science and data to help large marketers and their agencies connect at scale with their audience in meaningful ways. The company has already secured a large number of customers. The launch comes in conjunction with the announcement of a strategic global alliance with Accenture today, under which the two companies will help large enterprises and their agency partners build more effective digital experiences for their customers.
Tim Breene, Accenture’s senior managing director of Strategic Initiatives, joins Adchemy’s Board of Directors. In addition, Accenture has made an equity investment in Adchemy’s recent $30+ million funding round, along with existing investors Mayfield Fund and August Capital.
“We see audience relationship management as an emerging category that has the potential to dramatically alter the online advertising landscape,” said Breene. “Every marketer has an audience segmentation model. Making this segmentation work on an anonymous digital audience has been a perpetual challenge for digital marketers. Audience relationship management effectively addresses that problem.”
Adchemy’s state-of-the-art Audience Management Platform uses science and data to help large marketers and their agencies connect with their audience in meaningful ways. The platform allows marketers to customize banner ads, search ads and websites in real time. It consolidates audience data, identifies audience segments, values them, and automatically delivers relevant and consistent marketing messages to each segment. As a result, marketers can massively scale their digital marketing campaigns while maximizing audience engagement and conversion.
Audience Relationship Management (ARM) Category
Most companies face high barriers in tailoring their digital marketing to each audience segment and deliver less-than-relevant untailored experiences to all segments. Marketers are challenged with obtaining reliable predictions about the content that would be the most relevant to different audiences and then navigating operationally inflexible systems to adjust their marketing campaigns to respond to different segments. Furthermore, functional departments each have their own siloed relationship with audiences, forcing the conversation to re-start at each consumer touch point.
ARM is an emerging category of solutions, with many companies driving the trend. Just as Customer Relationship Management (CRM) enables a seamless experience across multiple touch points with a customer, the ARM vendors help marketers build relationships with audiences before they become customers.
The goal of ARM is to maintain a tailored conversation with an audience segment, and do so with high levels of operational efficiency for marketers.
“Marketers need to have more meaningful interactions with their audience members in order to increase the probability of making them customers,” said Murthy Nukala, CEO of Adchemy. “The emerging ARM category is addressing this issue with many point solutions in the market. But there hasn’t been a solution that ensures consistency or continuity across all these interactions.”
“The Internet has long held the promise of individualizing interactions with audiences, and Adchemy is making it possible at scale,” said John Danaher, President, TransUnion Interactive. “Adchemy is delivering ROI by helping us better understand our audiences and introducing operational efficiencies to truly deliver tailored marketing messages. We believe Adchemy’s partnership with Accenture to help large marketers compete in the digital channel is very important and necessary.
Adchemy Audience Management Platform
The Adchemy platform is available for marketers in two integrated sets of solutions: Adchemy for Search and Adchemy for Display.
Adchemy for Search
Adchemy for Search allows search engine marketers (SEMs) to improve audience engagement and conversion by creating highly relevant and consistent marketing experiences at mass scale.
Adchemy for Search automates several steps:
• Models consumer intent in a keyword metadata structure
• Annotates keywords in a SEM’s keyword portfolio with metadata, and enables the SEM to create a large number of highly relevant keywords.
• Creates “tightly themed” ad groups which contain keywords with similar metadata.
• Generates highly relevant, intent-based, grammatically correct ad copy for each ad group.
• On click, dynamically composes landing pages that are highly relevant to the keyword and consistent with the ad content.
• Manages bids on keywords, and tracks conversion and profitability for each keyword.
• Consolidates campaign management and reporting across all major search engine publishers into one interface.
• Can share data with call centers to ensure consistency of telemarketing calls
• Continuously tests and optimizes ad copies and landing pages to ensure maximum ROI
As a result, search marketers can scalably create and manage highly relevant ad copy and landing pages for every single keyword in their portfolio. Audience engagement and conversion are maximized, and overall search marketing ROI increases.
Adchemy for Display
Adchemy for Display allows display marketers to improve audience engagement and conversion by identifying very specific audience segments and creating highly relevant and consistent marketing experiences at mass scale. Adchemy for Display automates several steps:
• Creates a standard representation of an online audience member
• Provides an integrated solution to reach more audience members across a wide footprint of publishers and ad exchanges
• Allows marketers to cherry-pick high-value audience segments in real-time
• Dynamically creates a banner ad that is targeted specifically for an audience segment
• On click, dynamically composes a landing page that is relevant for a specific audience segment and consistent with both the displayed banner and the banner element clicked upon
• Can share data with call centers to ensure consistency of telemarketing calls
• Continuously tests and optimizes banner and landing pages to ensure maximum ROI
As a result, marketers using Adchemy for Display no longer need to buy large pools of undifferentiated inventory and waste countless impressions. Marketers can create very specific audience segments, price them accordingly, and automatically show highly relevant and consistent marketing messages to each segment.
About Adchemy
Adchemy is the pioneer of Audience Relationship Management (ARM). It is a technology company that uses science and non-PII data to help large marketers and their agencies connect at scale with their audience in meaningful ways. More than 300 customers have used Adchemy, to present a cohesive, customized experience across multiple touch points with audience members. The company was founded in 2004 and is based in Redwood City, CA. www.adchemy.com.
