Berlin, Germany, July 03, 2015 --(PR.com
)-- Predictive personalization company AVARI (www.avari.io) has announced the launch of a new technology that allows brand publishers and content marketers to easily inject individually relevant marketing materials into any email campaign for the first time.
It’s called Next Best ContentTM and it’s powered by AVARI’s advanced predictive and machine learning technology to automatically determine what a person wants to read next. AVARI pulls from a brand’s content marketing arsenal and injects articles, data sheets, decks, guides, infographics, videos and more into a brand's email campaigns using any marketing platform.
“AVARI is positioned at the crossroads of the top three commercially important digital marketing trends of 2015 – content marketing, big data and marketing automation – and we’re bringing an innovative approach to personalization in email,” said AVARI CEO and co-founder Kevin Dykes.
For example, consider a big financial institution that produces diverse content for a global audience of customers, investors, consultants, and CEOs. Their marketer sends a single email to 100,000 people and each recipient gets material relevant to the financial markets and topics they’re interested in. There are no rules, segments or triggers required. AVARI finds the best content based on understanding each person’s history, current activity and predicted intent and pushes it into the campaign automatically.
AVARI’s Next Best Content is unique in the market for two key reasons:
AVARI uses both explicit and implicit data for the recommendations as well as real-time machine learning optimization to achieve true one-to-one content personalization. Implicit data includes subtle behaviors like reading time or form abandonment. It’s the best indicator of interest since an explicit event like a purchase doesn’t usually happen with content.
The AVARI integration is easy enough for a junior marketer to handle without tech support. A code snippet is added the header of a website for visitor behavior mapping. Then, the plug-and-play dynamic content blocks are styled and dropped into any kind of email. The app is intuitive and requires no training or support services to use. It works with any platform including ExactTarget, Pardot, Silverpop, Infusionsoft, and Mailchimp.
“Companies are putting big money into content marketing but getting it in front of the right people is one of the biggest challenges brand publishers face,” continued Dykes. “AVARI’s Next Best Content makes it incredibly simple to determine an individual’s interests and present exactly the items that will drive them closer to conversion. It’s a big leap forward for optimization of the content marketing funnel using a marketer’s most powerful channel – email.”
AVARI works with more than 7,000 businesses in 59 countries and 14 million consumers in 187 countries. Founded in Berlin in 2013, the company has raised €1,200,000 in two funding rounds led by Connect Ventures and involving SoundCloud founders Eric Wahlforss and Alex Ljung, and Christophe Maire of Atlantic Labs and EyeEm.