Here’s some wizardry from Vizury to track customers everywhere – on web, mobile, and offline

There was no other company doing retargeting – the almost eerie technology that ecommerce companies use to lure a potential customer who strayed out of a site without completing a transaction – when Vizury ventured into it early 2009. Google entered the space three years later. By then, the Indian adtech startup already had a star-studded roster of clients, including most of the ecommerce giants across the globe.

What Vizury gives advertisers is a three-in-one pack. First, it collects and collates data on consumers who visit client websites. Then it uses machine learning based on over 30 parameters to determine who is a warm lead and how to convert her to a hot lead and finally a repeat customer. Thirdly, it targets ads or other media at specific visitors.

And now, it has just launched a new product that takes the three-in-one pack further in addressing the needs of a marketer, from customer acquisition to loyalty building. This product, named “Performance Marketing Hub”, helps to analyze massive amounts of customer data which can come from the web, mobile apps, and even offline channels. Marketers can access all of it at one place, glean insights, and take informed decisions.

Take an online grocer for example. A new customer places an order on its site, pays online, and gets the products delivered at home. She never returns to the site again. Now, the grocer emails her about the latest products on its site, displays ads while she is on Facebook, and sends her offers to hook her into buying again. But she ignores them all. The grocer has no clue why.

It’s only after much investigation that the grocer finds out that a squabble occurred when the products were delivered to her. The delivery staff had her order down as cash on delivery when she had already paid for it using internet banking. This was resolved, but it put off the customer. Though the grocer had technology to monitor customer behavior online, it never heard from its offline team, and so couldn’t adopt the right tactic to mend bridges with this customer.

This is quite a common scenario. Though companies have multiple channels to gather customer data, each of them operates in a silo. This is inefficient. “Marketers need a unified picture of all the data coming in to engage users across online and offline mediums. With the Performance Marketing Hub, marketers can make sense of data from mobile and web channels as well as newer channels like call centre, SMS, and app notifications,” Subramaniyan Krishnan, vice president in charge of products and marketing at Vizury, tells Tech in Asia.

How is this different from other marketing products that promise data aggregation and unified targeting? For instance, biggies like Oracle and Adobe too have marketing clouds.

The key differentiator is performance, says Krishnan. “Vizury comes from a performance marketing background. Marketers pay us only for the transactions that Vizury drives for them.”

Chetan Kulkarni, CEO and co-founder of Vizury says it’s a logical step forward for the company. “Personalized marketing at scale was always our grand vision and result-orientation is something that runs in Vizury’s DNA. It is only natural that these elements form the pillars for our Performance Marketing Hub.”

The new product already has ten clients in India, the Middle-east, and Japan.

See: The untold tale of a rare Indian startup who now powers ecommerce giants in China