Marketo’s First Launch SInce IPO Is A Machine Learning Engine For Social Campaigns

TechCrunch

Marketo is coming out with its first launch since its successful IPO last month. It’s a one-to-one marketing tool that applies machine learning for social campaigns that allows marketers to automatically adapt messaging based on the customer and the history of engagement.

The engine for Customer Engagement Marketing (CEM) utilizes templates to create a content stream, a set of ideas for how to conduct a dialogue with a customer. For example, a customer buys his third video game. That might trigger the notice of the CEM that would then offer the customer a credit on a next purchase if he tweets about it. A larger incentive might come if the customer tweets three times about the game.

The CEM has built-in rules and machine-learning algorithms that gauge customer engagement, said CEO Phil Fernandez in an interview last week. The engine is designed to understand which sequence of messages is creating…

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Posted on June 11, 2013, in Tech Media. Bookmark the permalink. Leave a comment.

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