AdTech Show Serves Up Latest Online Marketing, E-Commerce Bells & Whistles

It has gained a reputation as the East Coast’s annual meeting of the minds for online marketers. But last week’s AdTech conference was notable for the amount of companies that were looking to add some tweaks to online commerce and community.

Among some of the more interesting exhibitors for the retail and consumer products sector:

  • Seven Billion People: Six months into its first version of MarketMaestro, a portal application that gathers and analyzes behavioral data on e-commerce sites. According to Marketing VP Kent Nutt, 7BP can build a behavioral profile of a company’s most valuable customers, most loyal customers and identify the behavioral factors that define each of those groups through clickstream and purchase analytics.  Nutt claims more than a dozen large e-commerce players are using it. “We have seen a big uptick over the past few months,” he says, “because ecommerce companies see the need to optimize their audience and their marketing spend.”
  • Context Optional: The company has developed more than 20 Facebook applications for brands this year including Kraft, Microsoft, and McDonald’s. A virtual “kidnap” game for The Travel Channel has produced more than 2.5 million users, according to Kevin Barenblat. Barenblat has not done any major retail projects to this point. He counsels retailers that are considering an effective social media application program to stay within the network they’re using, target the proper audience, and serve an interactive purpose. “Coupons, sweepstakes and free samples can all drive traffic,” he says. “If I was a retailer I would look closely at the economics of these kinds of campaigns because their efficient and effective.”
  • TargusInfo: Long a purveyor of BtoB and BtoC lead generation solutions, TARGUSinfo has been more retail focused and more interative agency focused of late. At AdTech the company stressed its recently announced deal with Circuit City, which is using On-Demand Verification services from in an effort to reduce chargeback penalties and payment fraud. The on-demand services automatically evaluate data that customers supply in Web and call-center “card-not-present” purchases and instantly give Circuit City a contact quality rating for each proposed transaction. The rating is based upon whether a customer’s name, address and phone number are accurate and all belong to the same person.

Whether or not retailers bolt new features onto e-commerce transactions remains to be seen. The overall tenor of the show was geared toward the economic downturn and how to deal within it, with many exhibitors reporting solid interest from small-to mid sized businesses.


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