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Autonomy Optimost Turbo-Charges Adaptive Targeting With Meaning Based Marketing

Posted on: Wednesday, 6 May 2009, 03:00 CDT

SAN JOSE, California - eMETRICS MARKETING OPTIMIZATION SUMMIT, May 6 /PRNewswire-FirstCall/ -- Autonomy Corporation plc (LSE: AU.) (LSE: AU.L), a global leader in infrastructure software for the enterprise, today announced that Optimost Adaptive Targeting is now powered by Autonomy's Meaning Based Marketing engine, giving marketers a radically new and more powerful capability for identifying, engaging, and converting customers online. By combining Optimost Adaptive Targeting with Autonomy's unique Intelligent Data Operating Layer (IDOL), the solution automatically identifies new segments of customers, recommends the most compelling content, and launches new offers and campaigns, all powered by a unique meaning-based approach.

"Combining Autonomy's meaning-based computing with Interwoven's content management raises profound implications for site design, optimization, customer segmentation, personalization, and analytics," said Jim Murphy, Research Director, AMR Research "The result is a sort of dynamic, self-optimizing, cross-channel, customer engagement engine." (1)

"With this announcement, we are turning the traditional, manual approach to market segmentation on its head," said Mark Wachen, Managing Director, Autonomy Optimost. "Rather than relying on statisticians to perform complex analytics based on static, historical data, Autonomy Optimist empowers marketers with a solution that automatically identifies new market segments as they emerge in real-time, and allows them to immediately take action by offering targeted campaigns. This is precisely the kind of solution that is required to succeed in the modern, dynamic web."

Optimost Adaptive Targeting mines all major types of customer attributes to create customer segments, including context (how the visitor arrives at the Website, e.g. search keyword), geography, time of day, and demographic, behavior, and account profile information. Once customer segments are created, multivariate tests are conducted on an unlimited number of copy ideas, offers, and layouts to determine the best solution for each audience segment.

By adding the Meaning Based Computing capabilities of IDOL to Adaptive Targeting, marketers gain a unique ability to understand and effectively serve their customers. By leveraging IDOL, Optimost Adaptive Targeting now includes unique keyword clustering capabilities that automatically identifies concepts and patterns as they are emerging on the web. For instance, an online pet store might discover that an unusually high number of "long-tail" searches relate to vacationing with pets. The solution could then automatically serve up more content and special offers around travel tote bags and kits.

Likewise, the new Adaptive Targeting solution is also able to identify new opportunities - even counterintuitive ones - through referral clustering, or an understanding of the sites visitors are coming from. For instance, an extreme sports retailer could see that a high number of visitors are coming from other sites usually associated with baby boomers, such as financial services retirement funds, or healthcare sites talking about the benefits of exercise to seniors. As a result, the store automatically launches new offers and campaigns to immediately capitalize on that emerging segment.

Optimost Adaptive Targeting is available now. Please visit http://optimost.interwoven.com/ to learn more about this solution.

About Autonomy Interwoven

Autonomy Interwoven, the leader in web content management, leverages its unique meaning-based technology to deliver the most comprehensive suite of marketing optimization and customer interaction solutions. Our flagship products, TeamSite and Optimost, enable marketers to increase results by automatically delivering the right combination of content and offers by understanding the intentions and profile of each customer. This Meaning Based Marketing approach produces the most engaging, timely and profitable customer experiences regardless of whether people interact with your organization by phone, Web, email, chat, or social networks. Unlike legacy approaches that analyze historical trends, Autonomy Interwoven does not require tagging, enabling marketing and IT people to work on higher value activities.

Autonomy Interwoven powers the world's leading corporate websites, media and ecommerce sites with 9 of the top 10 global brands relying on Autonomy Interwoven to maximize their marketing and customer interactions. Autonomy's customer base is comprised of more than 20,000 organizations, including Adidas, Allstate, the American Medical Association, AT&T, Avaya, Bank of America, BT, Channel 4, Delta Air Lines, Discovery Communications, FedEx, Ford, HSBC, Konica Minolta, Lenovo, McAfee, Qantas Airways, Schneider Electric, Shutterfly, Tesco and Virgin Mobile. Please visit http://www.autonomy.com/interwoven to learn more.

Autonomy and the Autonomy logo are registered trademarks or trademarks of Autonomy Corporation plc. All other trademarks are the property of their respective owners.

SOURCE Autonomy Corporation plc

Source: PR Newswire

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