Dive Brief:
- Qubit, a startup company founded by ex-Google employees, is looking to bridge the technology gap between marketing and e-commerce.
- Its latest tool is called Adaptive Technology and is designed to work across back-end tech to speed up segmentation for e-tailers, according to Ad Exchanger.
- The startup received a $40 million Series C round this February from Goldman Sachs, SAP and Salesforce.
Dive Insight:
“We have a 90-man call center and our e-commerce and marketing team spend a lot of time with them,” Mark Lilley, VP of ecommerce for Chain Reaction Cycles, told Ad Exchanger. “We want to be as insight-led from data as possible and the Adaptive Targeting piece is where we’re getting really excited.”
The technology combines data from business intelligence and analytics, DMPs or commerce platforms, sales and website data, and behavioral data. It takes all this information for segmentation that can create custom website experiences for visitors as well as for retargeting campaigns on Facebook or through AdWords.
Qubit CEO Graham Cooke said, “Retailers’ first websites looked very much like a print catalog that they just applied to digital. Mobile demonstrated an entirely new way to interact with digital where it tied the knot behind the offline and online world. Now you’re seeing [commerce] where it’s not just mobile app or web, but it’s apps within apps like WhatsApp and Facebook Messenger."
Qubit’s products illustrate that although technology is central to marketing, the real value comes when the different tech pieces are fully integrated and working together in order to provide marketers with truly actionable insights and recommendations.