In the US, web personalization software provider Monetate has launched an artificial intelligence-based feature called Individual Fit Insights, offering a better understanding of why the platform targets particular things at particular individuals.
Based in New York, Monetate operates a big data insights and personalization platform which enables marketers to perform A/B and multivariate testing, while offering web site and mobile personalization capabilities. The firm's existing Individual Fit Experiences capability uses artificial intelligence to decide which experience is best suited for each individual customer, based on all the data available about them. Monetate says AI's inability to explain how it has made the personalisation decisions it does is a big barrier to use, and promises that the new tool will help clients understand this - as well as providing automated segment discovery.
Individual Fit Insights draws out the most influential data categories used in individual decisions, and aggregates these insights at the experience level. According to the firm, this will help marketers think about their audiences and develop appropriate experiences for them.
Founder, Chairman and Chief Product Officer David Brussin (pictured) comments: 'Today's release marks the latest in our efforts to turn our personalization vision into reality by taking our analysis of customer behavior a layer deeper. Individual Fit Insights allows marketers to deliver the right experience while simultaneously learning about their audiences - a win-win for brands and consumers'.
Web site: www.monetate.com .