Everyone in marketing vehemently agrees that data-driven targeting has the potential to change the world of marketing in the future. Well, a company called Next Jump appears to be doing it today. The firm, which serves as a technology engine to a sizeable network of retailers, analyzes data to draw inferences about what a person would be likely to buy, and at what price. It has kept a low profile over the years, but its promise and achievements so far are truly unique.
Described by one employee as a "personalized advertising platform," the company says that 60 percent of Web surfers who see an ad or offer click on it, and that one out of every 11 people who see one of its ads makes a purchase. For comparison, a 5 percent click-through rate is considered great performance, as is getting viewer in 1,000 to make a purchase.
If you’re a fan of data-driven targeting, this short article about the company that recently appeared in the New York Times is worth a read.