Ad network 24/7 Media selected Newtown Square,
PA-based Naviant Technology Solutions to design and
develop its next-generation ad targeting database system.
Naviant and 24/7 Media said they have already begun laying the foundation of a
knowledge-based marketing system that will integrate 24/7 Media’s online
marketing services, targeted banner advertising, direct e-mail and e-commerce
distribution, and online and off-line marketing tactics.
The idea, 24/7 said, is to provide marketers with the means to develop
integrated campaigns, which may include, for example, regional online and
radio advertising, backed by in-bound telemarketing and outbound e-mail
follow-up. Spending on the project was not disclosed.
Naviant and 24/7 Media said the system will facilitate mass customization by
centralizing management and delivery of online marketing messages to
individual users through multiple online delivery channels including the Web
and e-mail.
The system will include sophisticated data warehousing, as well as real-time
data analysis and interpretation based on visitor profiles comprised of
demographic and
behavioral information.
The plan also includes enhancing Profilz, 24/7 Media’s co-op database,
preparing it to handle future growth. The functional elements will be tightly
integrated, connecting to back-office functions, such as billing, product
development, inventory management and data analysis.
“Naviant has demonstrated an understanding of how to effectively combine
online and off-line data streams, along with the technical expertise to scale
our infrastructure to handle the growth that’s predicted for Internet
advertising,” said Ron Johnson, CIO of 24/7 Media.