Silverpop Debuts Behavior-Based Targeting System

Digital marketing technology provider Silverpop has launched a system called Universal Behaviors, which provides access to a live stream of real-time consumer actions which can be analyzed and then used to build individual targeted campaigns.

Silverpop develops tools to enable clients to engage with individuals based on their behavior. The firm's new solution incorporates data collected through its partners Webtrends, Argyle Social, Digby and Invodo, along with actions gathered via its mobile location-based service PlacePunch. Data is then stored in a single customer view rather than being siloed by channel.

Bryan Brown (pictured), Director of Product Strategy, says that the types of communications made possible by Universal Behaviors will make it clear that the brand is focused on each individual, not just the audience segment they belong to. 'From delivering an SMS message to a shopper the minute he or she walks into your store, to building a campaign around someone who re-tweeted a specific message to reaching shopping cart abandoners before they even close their laptops - the possibilities are endless,' he adds.

Web site: www.silverpop.com .