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Real-Time Measurement and Ad Partnership
Online targeting specialist [x+1] has announced a partnership with ad effectiveness measurement firm KN Dimestore, to offer marketers the ability to adjust offers and media based in real-time according to consumer feedback.
The new tool measures consumer attitudes like purchase intent, brand or product recognition and message recall and tailors ad elements on the fly to improve campaign effectiveness and boost conversion rates. Ads can be served to 'laser-focused audience segments of those most likely to buy' and can also be adjusted to match the consumer's current place in the purchase funnel.
The system uses CPG Connect, [x+1]'s digital optimization platform powered by SymphonyIRI Group.
Leon Zemel, EVP of Optimization at [x+1], comments: 'By combining KN Dimestore's powerful survey analysis technology with [x+1]'s leading optimization platform, we've given [marketers] a way to turn real-time consumer feedback, augmented by a wealth of other consumer data, into a real competitive advantage that moves the sales needle.'
The US-based firms are online at www.xplusone.com and www.knowledgenetworks.com/dimestore .
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