[x+1], a leading provider of digital marketing and data management software, today introduced the next evolution of the [x+1] Origin enterprise Data Management Platform (DMP) — a key element of the [x+1] Origin Digital Marketing Hub. By giving marketers full access to paid and owned media channels, greater control over the ways they engage with customers and better visibility into how their programs are performing, [x+1] Origin is allowing them to radically expand their capabilities and reach their audiences more effectively.
Data plays a critical role in helping marketers to reach their intended audiences. New tools for audience discovery, targeting and optimization have rewritten the marketing playbook. Unfortunately, most of these advances have only been available for a marketer’s paid media channels, which has limited their potential impact. [x+1] Origin solved this problem by breaking down the artificial barrier between paid and owned media channels to allow marketers to deliver a consistent customer experience across all audience touchpoints.
“No one questions the incredible value of data to digital marketing,” said John Nardone, [x+1] chief executive officer. “There’s no reason that value should be limited to paid advertising. What we have done with Origin is open the floodgates so the full potential of data — plus the skills and insights of marketers — can be applied easily and equally to ALL online channels and touchpoints. It just makes sense.”
Marketers want to use their own CRM data, combined with second and third party data, for audience targeting across all their touchpoints, but their options have been severely limited. They could deploy channel-specific solutions, but without one platform to manage all their channels, the insights gleaned from one couldn’t be applied to and a consistent customer experience was difficult to deliver. Another approach has been to ask internal IT organizations to create a customized integration of all the channels, but given the real-time nature of marketing — and the pace of change in marketing environment — attempting to integrate new tools on an ongoing basis is expensive, ineffective and friction-filled.
To address this situation, [x+1] Origin introduces three key capabilities:
More Channels – for the first time, marketers can recognize and reach their audiences using their own CRM data — combined with second and third party data — and a new data key model that can be used for paid channels such as display, FBX, mobile ads and video, as well a growing number of owned touchpoints including Facebook tabs, email, their company website, call centers, mobile apps, chat and SMS.
More Control – a simple self-service interface allows marketers to configure the connections between touchpoint systems and set “call out” relationships so audience information and decision logic can flow between channels to ensure a tailored experience across every touchpoint.
More Transparency – intuitive dashboards provide performance metrics for all paid channels, including display, mobile, social ads and video, as well as owned channels such as websites, mobile apps, social, email, SMS and more. The system also provides a DMP summary view that greater visibility on data usage, activation, decisions and performance.
“For the first time,” said Nardone, “[x+1] Origin is allowing things that ought to be connected — like data and marketing channels — to be brought together with a few simple clicks of a mouse. It’s a powerful new tool that is changing the way marketers engage with their audiences, independent of the channel. Just as Java offered the promise of code that could run on any platform or device, Origin is finally making the promise of easily marketing across media channels a reality.”
[x+1] is a marketing technology provider that combines a leading enterprise Data Management Platform (DMP) with multi-channel execution capabilities powered by a patented real-time decision engine, Web Services APIs and advanced analytics. Top companies in financial services, automotive, retail, CPG, telecommunications, online services and travel have significantly increased the performance of their digital marketing investment by using [x+1]‘s solutions and services. [x+1] has been singled out as a “leader” in “The Forrester Wave™: Demand-Side Platforms, Q4 2011.”