Compass Labs Adds Active Consumer Preference Insights to Social Media Advertising Platform
ACPI Modeling Gives Marketers and Agencies Ability to Quickly Understand and Extract Insights and Patterns in Customers' Social Media Behaviors
(firmenpresse) - SAN JOSE, CA -- (Marketwire) -- 01/12/12 -- Social advertising technology company Compass Labs announced today that it has added Active Consumer Preference Insights (aCPI) Modeling to its proprietary advertising platform. The move advances Compass Labs' IQ platform, CLIQ, to a new level of performance and further establishes the company as a leader in the science behind smarter social advertising.
aCPI Modeling is Compass Labs' proprietary technique for combining machine learning algorithms, data mining, predictive analytics and artificial intelligence to garner brand and audience insights from social data, including from a brand's fans and followers. As part of the Compass labs IQ platform CLIQ, it will give marketers and agencies the ability to quickly understand and extract insights and patterns in customers' social media behaviors and conversations that will affect brands and their advertising campaigns. Those brands are then able to optimize and act accordingly, improving targeting and performance.
"Over the past few months we have seen social media sites including Facebook respond to the call for more relevant metrics on social media campaigns and other activity," says Compass Labs founder and CEO Dilip Venkatachari. "aCPI Modeling functions like a real-time focus group, leveraging the unique nature of user engagement across Facebook fan and Twitter follower pages, providing deep consumer and brand insights that foster more granular customer segmentation and targeting."
aCPI Modeling is closely tied to another Compass Labs innovation, Interest Clusters. aCPI Modeling creates and defines audience segments based on the information that consumers are volunteering -- status updates, tweets, likes, interests and behaviors -- to define and magnify Interest Clusters. Upon identifying these clusters, advertisers can target them within the specified social network via the CLIQ platform. For the first time, marketers have access to information that consumers are sharing combined with their behaviors, providing the ability to target based on what consumers both say and do. These Interest Clusters can then be continuously refined and optimized throughout the campaign and matched with new venues for engagement across the media mix. Marketers and agencies are then able to identify the most effective and efficient way to communicate with customers.
"Social media is about customers and measuring the behavior and engagement of these customers in real time to positively impact campaign performance," says Venkatachari. "The aCPI Modeling solution does more than target the right customers. Because it produces real-time social data it can give agencies and brands information on preferences, engagement, behaviors, affinities and pain points."
To learn more about aCPI Modeling and how it works, download Compass Labs' Whitepaper "Building Your Brands Voice Through Social Media" at .
Compass Labs applies science to social media advertising with CLIQ (Compass Labs IQ), a self-service or fully managed social media advertising platform that makes scalable, targeted social advertising campaigns easy to execute and measure for agencies and their brands. Headquartered in San Jose, CA, Compass Labs was founded in 2009 by industry veterans and scientists. Investors include New Enterprise Associates (NEA), Triple Point Capital, Jim Clark and others. Its current client list includes: Ikea, Arby's, Sony and other major brands. For more information, please visit , follow (at)compasslabs on Twitter () or like Compass Labs on Facebook at .
Ellen Pandey
blast! PR for Compass Labs
919-757-1224
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Datum: 12.01.2012 - 13:00 Uhr
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