Will Margiloff, CEO of Innovation Interactive, said Netmining's behavioral targeting solutions will continue to be offered as a stand-alone product, but will also be integrated across the SearchIgnite and 360i platforms early next year.
"We're marrying our expertise at driving customers to a marketer's website with an optimization technology that significantly increases revenue and desired actions after a customer reaches the site," said Mr. Margiloff. "It's a no-brainer."
Just as Amazon.com is able to cull previously viewed products and offer like-minded recommendations upon return visits to the site, Netmining defines the buying propensity of each visitor to a site in real-time and creates a historical profile that combines both declared and undeclared behavior -- technology they say allows marketers to deliver custom content and interaction to the right visitor at the right time, and increase their ROI and online lead generation.
For example, a person who visits a retailer's site and browses the "shoes" section might later return to the site and see a home-page experience customized to his prior browsing history, such as a home page featuring information about a special shoe sale.
Netmining's technology has been implemented across a number of European brands, including General Motors Corp., Sun Microsystems, BMW, Audi and Saab, and, Mr. Margiloff said, has resulted in anywhere from 100% to 1,000% increases in on-site lead conversions.
This acquisition comes after Innovation Interactive's recent pickup of the interactive marketing agency i33, as well as the opening of the company's first international office in Tokyo. Innovation Interactive currently manages more than $300 million of digital media annually for a client roster that includes leading brand marketers such as NBC Universal, H&R Block and Scripps Networks.