Big box retailer's @WalmartLabs unit invests in digital marketing.
Walmart bolstered its in-house digital marketing capabilities with the acquisition of OneRiot, which was announced via the retailer's blog on Tuesday. The acquired Boulder, CO-based company uses interest-level data from Twitter, Facebook, and other social media channels to target ads.
OneRiot will be plugged into the retailer's @WalmartLabs technology initiative, following up on the heels of the Bentonville, AR-based company's mid-April purchase of Kosmix, a social media and search platform.
Overall, the @WalmartLabs effort is being designed to create technologies that propel the multi-channel brand as a social-mobile commerce player in the years to come. The OneRiot team will join that effort later this month similarly to how Kosmix founders Anand Rajaraman and Venky Harinarayan were integrated last spring.
Rajaraman authored last night's blog post, saying: "The technology at the core of what we do is the Social Genome, which enables us to connect millions of consumers with the best products based on their interests at any given moment. The OneRiot technology will enrich the Social Genome, and the OneRiot team adds to the already deep expertise we have around social data analysis."
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.