Before the internet, marketing used to be a pretty straightforward discipline based on location. In fact, the popular real estate mantra of “location, location, location” applied to marketing as well — retailers built stores near populations who were interested in buying their products.
Everything changed when the Internet came along, and the location-based approach gave way to marketing based on “the who.” Knowing and marketing to customers’ specific traits, preferences and behaviors has dominated marketing for over a decade now, and most of the tools and platforms on the market — perhaps up to 90 percent of them — are retention based.
Christopher DayCo-founder and CEO
According to DemandJump, their Traffic CloudTM is the platform marketers need.
to get back to a location-based strategy that reveals where to spend in order to get the highest returns. It’s already delivering triple-digit revenue growth for well-known retail customers and solving the biggest pain points marketers face, which are time (no one has enough), team (resources are sparse), and budget (every dollar must count).
Julie LyleChief Revenue Officer
Some capabilities of DemandJump that aren’t found in other platforms include instant visibility into 100% of your competitive ecosystem (versus the 20% that marketers see today), complete control of all your data, prescriptive recommendations, identity stitching and algorithmic attribution. The Traffic Cloud™ can even rank areas of focus, prioritized in order of the most powerful, for a marketer to take action. Traffic Cloud™ offers a level of predictive marketing intelligence that simply wasn’t possible until now.
Here’s how it works. DemandJump’s Traffic Cloud™ is an artificial intelligence-based marketing platform that maps networks of traffic between sources and user flows to uncover which sites, sources, influencers, content and keywords have the greatest capacity to drive qualified traffic, and revenue, to specific brands. Leveraging customer data, competitive intelligence, prescriptive analytics and attribution, the Traffic Cloud™ solution provides unprecedented visibility into a brand’s competitive digital ecosystem.
Traffic Cloud™ has now been opened up to the SMB market as well. If you want to take it for a test drive click here.
DemandJump collects more than 170 points of data for every event and pageview, and links customer activity across devices. Unlike traditional analytics packages that restrict brands’ access to their own customer data, Traffic Cloud™ provides “access in excess” with complete data independence, collection, centralization, unlimited drill down and complete export at any time.
Tyler Foxworthy, chief scientist for DemandJump, explained that lifecycle management is what everyone else is focused on because that’s what we had the technology and math and methodologies to understand and do something about until fairly recently.
Tyler FoxworthyChief Scientist
“That’s what we’re doing with Traffic Cloud™ for marketing ecosystems, but what we’re talking about is ecosystems that are as complex as the human brain. Even a small or medium sized customer is going to have hundreds of thousands of connections — referral sites — and we didn’t have the computational power or database structure relative to cost to map that like we do today.”
Not having the technology or ability to fully understand the marketing ecosystem and its drivers has been a good excuse for gut-based decisions and marketing strategies that don’t move at the same fast pace as the market. But marketing is probably the only discipline within the corporate structure that still gets away with a “set it and forget it” kind of attitude.
DemandJump is going to market with its Traffic Cloud™ and the message that marketers don’t have to live in the past with their data anymore. Now there is a way to get prescriptive analytics that answer the basic tactical questions like “on which sites should I run display ads, what should I write about, and how much should I bid for this keyword?”
“What we’re selling is the truth,” said Day. “Our Traffic Cloud™ is the best source of of the truth about marketing ecosystems out there that helps marketers decide what to do with their time, their teams and their budgets. Some of our customers and prospects are asking us if this [Traffic Cloud™] is going to replace Adobe Analytics and, honestly, I think it’s a category killer. Nobody else can do what we’re doing the way we’re doing it, and everybody needs it if they want to grow and stay competitive.”