After raising a mammoth $70 million in first round funding, Qualtrics has launched Site Intercept, a tool for marketers to target promotions and campaigns to customers, based on their location, shopping cart content, or browser history.
Ryan Smith, Qualtrics’ chief executive (featured above, right), said that the Viceroy Hotel Group uses the product to tailor offers and promotions for each of their websites. For instance, if you’re in the Middle East, you might see deal for Abu Dabhi. If you’re browsing in L.A., and you may see a discount for a hotel in Mexico. Marketers can also target promotions based on customers’ mobile device. So if for some bizarre reason, you don’t want Android users to receive a discount on a trip to Aruba, they’ll be exempt.
The beauty is that if you need to change or edit something, you won’t need to bug the IT department, and it can be done in 30 minutes or less.
Smith told me that this kind of targeting is already working. Customers saw a 65 percent increase of Facebook “likes” and an increase in promotional downloads of 25 percent. He also claims there is no direct competition, but the company will need to lure marketers away from a host of existing enterprise marketing tools offered by IT giants like Terradata and IBM.
Since its founding in 2002, Qualtrics has specialized in offering market research. Its key innovation is the capability for companies to fill out a survey with their knowledge needs and get back a real answer. It’s a Big Data solution; you can ask for the kind of data that isn’t restricted by the parameters of the database.
Since raising a gargantuan first round from Sequoia Capital and Accel Partners, the family-run company based in Provo, Utah, claims to have customers in every vertical, such government agencies and gaming networks.
The company was founded and is still managed by the Smith family. There is Scott, the father, a market research expert; Ryan, the CEO and cofounder; and Jared, also a cofounder, who formerly worked as a director of product management for Google.
Just so you know, you can request a free trial and receive one at lightning speed. I was recently informed by the founders at a press event that a gong goes off each time the phone rings for too long.
Qualtrics Site Intercept is now available as a standalone tool for marketers.
Top Image via Forbes