[x+1]’s New Digital Marketing Hub Explained


ADOTAS – Digital marketing platform provider [x+1] recently announced the release of Origin 3.0, its new digital marketing hub. It comes with a host of improved and updated functions, and the company says its integrated data management platform and patented decision engine is unlike anything else in the industry.

Origin 3.0 is a pretty nuanced package, with a lot of component parts, but last week, [x+1] chairman and CEO John Nardone took some time to explain it. “There are three buckets of new functionality,” he said, “the DMP, new capability in site decisioning, and a bunch of improvements in data visualization.”

Origin’s capabilities allow real-time decisioning for websites, landing pages, display media, email, mobile technology and offline direct marketing. And, Nardone explained, “we can do all of our data matching based on a first-party key.” This is convenient when, for example, as he pointed out, third-party cookies are often rejected by default on new computers. “It simplifies the implementation of the data,” he said of [x+1]’s system.

For clients, there are changes in the dashboard and alerts. A client can, said Nardone, “set alerts against the data and with the dashboards,” for example, “alert me if there’s more than a 10-point change — any number of things.”

Since clients are working with what Nardone called “a complex customer base,” Origin 3.0 allows them to determine which customers are eligible to see which offers. Marketers can, for example, set a customer as ineligible to see a certain offer if they’ve bought a particular product. These changes are “driven by clients,” Nardone said, who had communicated desires that when it came to processing all this data and displaying it, “something needs to be simpler.” And making things appear simpler is important when you’re dealing with as complex a range of data as [x+1] does, which Nardone explained as “an amalgamation of the client’s data, behavioral data, the IT stack, third-party data [and] a subset of data that we curate.”

A press release from the company paints a sensible picture of what all of this means, using a specific, hypothetical example:

A customer of a cable company visits the website as she considers a premium movie package.  [x+1] Origin’s DMP captures this behavior, which places the user in an interest segment. The decision engine then determines the best offer for the user, based on potential lifetime value and any eligibility restrictions. That offer is then automatically provisioned in the next email drop, echoed in display ads, on her iPad when accessing the cable company’s mobile app, and delivered again on the next visit to the website. If the user does not respond after several exposures to the offer, the next best eligible offer is presented. If the user reaches the call center, the agent can be informed of the current offer being presented online.

These advanced, multi-channel capabilities place [x+1], according to Nardone, in the tech elite. “We compete with Adobe and IBM, he said. “There are really no other companies that are going after this digital marketing hub.”

Indeed, this isn’t the only significant development [x+1] has announced in recent memory. Just in this past fall, it released Funnel R/F (reach/frequency), analytic and optimization technology that analyzes campaign performance across the entire sales funnel and across media sources. Funnel R/F itself is part of the Origin platform.


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