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As the Web becomes an organization’s primary channel, marketers must quickly shift greater amounts of their marketing investments online. Similarly, with the explosion in social computing, businesses no longer control 100 percent of the content about their brand, as consumers have become more active in the dialogue about a company’s brand. Finally, with rapidly changing consumer preferences and expectations, marketers can no longer treat their Website as simply a destination. They must develop an agile, adaptive, and interactive online presence that engages their customers at every opportunity.

To add to these challenges, marketers often lack the processes and technology to optimize and manage the critical cycle of delivering the right content to the right customer at the right time. For instance, the creation of offers is often a one-size-fits-all approach, deployed content is not accurate or updated, Web activity tracking is often rudimentary and lacks analysis, and marketers are heavily reliant on IT, thereby impacting time to market.

The Interwoven Segmentation and Analytics solution addresses these challenges by providing businesses with a powerful platform for delivering a dynamic, contextual, and targeted online experience. The offering empowers marketers to create segments and publish targeted content – and analyze and act on the results in real-time – in order to differentiate their brands and accelerate customer conversions and transactions.

“The view marketers have about their online presence has fundamentally shifted over the last 18 months,” said Ben Kiker, chief marketing officer of Interwoven. “Marketers realize that flat, one-message-fits all oriented properties are failing to engage and persuade customers in a world that demands concise, relevant, and targeted content and offers. Yet equipping marketing teams to transform their online presence from simply a destination site has typically required massive IT projects and an army of third party resources. With today’s announcement we are shattering the myth that delivering a content-rich experience is time consuming and expensive, and ensuring marketers can move with the speed they need to drive top-line revenue growth.”

“To address the increasingly complex content picture, global companies like TransUnion need to consistently provide more targeted content and deliver a relevant experience to increase lifetime customer value,” said Jerry Eichhorst, director of Global eCommerce, TransUnion. “Interwoven is addressing an important industry requirement by offering a solution that is designed to help companies adjust their strategy based on specific customer segments and preferences to improve the overall experience.”

The Interwoven Segmentation and Analytics solution consists of several products, which when combined, allow organizations to target segments through the creation and delivery of dynamic content, and the ability to analyze and act on customer behavior, resulting in an optimized customer experience:

• Interwoven Targeting – an innovative new product, Interwoven Targeting, provides online customer segmentation, rules creation and management, and a dynamic content-targeting rules engine. This product gives business users the capability to define segments for groupings of customers based on a combination of customer value, demographics, psychographics, and other customer data and campaign objectives. Rules creation and management provide the ability to identify specific content and offers, and the dynamic rules engine powers the delivery of targeted content to the right segments at the right time.
• Interwoven LiveSite – a run-time content delivery engine that facilitates the dynamic delivery of content and supports next generation Web technologies, including blogs and really simple syndication (RSS) feeds to create a dynamic, interactive online experience.
• Interwoven Analytics Framework – the solution also supports analysis capabilities to allow businesses to measure the success of online campaigns and offers, apply what they’ve learned in real-time, and continually optimize the online experience. The Interwoven Analytics Framework allows customers to leverage their existing investments by providing an open framework designed for interoperability with Web analytics offerings. In conjunction with today’s announcement, Interwoven has partnered with WebSideStory, to integrate and resell WebSideStory’s HBX and Visual Sciences analytics products as part of the Segmentation and Analytics solution.

To learn more about Interwoven Targeting and Interwoven LiveSite, please see the press release announced today “Interwoven Announces Interwoven Targeting and LiveSite 3.0 to Power Interactive and Engaging Online Experiences”

The solution also leverages Interwoven TeamSite, the market-leading Web Content Management platform, selected by over 1,400 customers around the world. TeamSite enables enterprise-class Web Content Management and offers creation, tagging, review and approval, archiving, process automation, publishing, and the ongoing refinement of the Web presentation all through an easy to use, drag and drop, point and click interface.

Availability

The Interwoven Segmentation and Analytics solution and Interwoven Targeting will be generally available later this month.