Profero Introduces New Programme For Effective Targeting Of Interactive Ads

Interactive advertising agency Profero has announced the introduction of a new programme which will help its clients to identify and respond to the different behaviour patterns of customers on interactive platforms

STATE provides a framework which can be used to plan and deliver interactive advertising including rich media, track activities and marketing programmes, capture contact information and create profiles and databases.

The system evaluates what has been called the “expected lifetime value” of each customer, then predicts how this may be increased through marketing and retention efforts. Profero contends that if customers see the most applicable communication at the right time, and on the right platform- banner, email, SMS etc- their custom can be retained and catered for, rather than being lost through a perceived lack of relevance.

Daryl Arnold, CEO of Profero commented: “STATE is at the heart of our proposition and whether launching a product on behalf of our clients via SMS or running an email customer development programme, we will be “closing the loop”, developing highly valuable, profitable customers.”

Profero has been developing STATE as an in-house project for the past 18 months. More than £1m of investment and support has been gained from various business intelligence and marketing technology companies. More than 30 of Profero’s client base, which includes Emap Metro, Merrill Lynch and Carlton Interactive, will benefit from the system, but there are no plans to license it to other agencies as yet.

Profero: 020 7700 9960 www.profero.com

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