Sramana Mitra: How does that translate into ROI? Do you have specific customer scenarios where you’ve seen your technology make significant impact? How do you measure that impact? What’s measurable in what you’re talking about here.
Yuval Ben-Itzhak: A common challenge for marketers is to demonstrate ROI for the work that they’re doing. Because the marketers are serving the entire marketing funnel, they develop the awareness of the brand, the interest, and the product of the brand in consideration. These types of activities are not always directly connected to revenue numbers.
Sramana Mitra: That’s right. Right now, because so many things are becoming measurable through MarTech, people are asking more and more the question of how you quantify. So, you do have that trend running through the industry right now, right?
Yuval Ben-Itzhak: Yes, that’s correct. So the digital platform is capable of measuring the interaction with the content that the campaign is pushing out to understand the level of engagement with the brand or with the product itself. Also, to measure the traffic that you manage to get into the web properties. If this is an e-commerce scenario, it helps you to measure the actual goal. What’s the revenue that’s generated through this type of activity?
Another dimension we’re looking at is paid advertisement. You will also be able to see and to A/B test the cost-per-click or the cost-per-action as a result of activities and the recommendations that the platform provides you in terms of what you should be the targeting. If you understand that your audience is in a different age range or your audience is interested in a particular topic, you definitely want to adjust your targeting of this content and of this advertisement so the cost will be reduced. You’re not spending budget on content that goes to people who never engage with that or anytime in the channel you should use to serve that particular content.
So all these metrics are being measured and presented on the dashboard for the marketers. All the efforts to reach, to engage, and to monetize these audiences is presented to them. We have customers in the retail, fashion, and many other industries that are constantly using the platform and seeing the benefit of the technology.
Sramana Mitra: What’s unique in your technology from a technical point of view,?
Yuval Ben-Itzhak: We’re sourcing the data from places where many others can access. For example, from your website or from your social media profiles. This is the raw data that you can get from Facebook, Twitter, or Google Analytics. A lot of vendors are just presenting that data in nice charts. No matter how beautiful your dashboard looks like, it’s a commodity and doesn’t really justify any payment by the customer.