Naviant and 24/7 Media said they have already begun laying the foundation of a knowledge-based marketing system that will integrate 24/7 Media’s online marketing services, targeted banner advertising, direct email and e-commerce distribution, and online and off-line marketing tactics.
The idea, 24/7 said, is to provide marketers with the means to develop integrated campaigns, which may include, for example, regional online and radio advertising, backed by in-bound telemarketing and outbound email follow-up. Spending on the project was not disclosed.
Naviant and 24/7 Media said the system will facilitate mass customization by centralizing management and delivery of online marketing messages to individual users through multiple online delivery channels including the Web and email.
The system will include sophisticated data warehousing, as well as real-time data analysis and interpretation based on visitor profiles comprised of demographic and behavioral information.
The plan also includes enhancing Profilz, 24/7 Media’s co-op database, preparing it to handle future growth. The functional elements will be tightly integrated, connecting to back-office functions, such as billing, product development, inventory management and data analysis.
“Naviant has demonstrated an understanding of how to effectively combine online and off-line data streams, along with the technical expertise to scale our infrastructure to handle the growth that’s predicted for Internet advertising,” said Ron Johnson, CIO of 24/7 Media.
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