• by Laurie Sullivan  @lauriesullivan, March 8, 2011

Bizo will release a platform Tuesday that helps marketers reach, educate and influence business-to-business buying decisions across the Web. Bizo Audience Marketing will provide marketers the tools to optimize campaigns by providing analytics of what customers need when they come to the Web site.

The platform comes with analytics tools to help marketers understand the audience. It also has a user interface that allows marketers in advance to set up key call-to-action and conversion strategy, and a clear understanding of audience segments. It does this by dropping a cookie in the consumer's browser to retarget them with display advertisements once the platform has identified their interests, according to Chris Mann, director of product management of privately held Bizo, San Francisco.

The platform also supports analytics tools geared toward campaign performance. So once the campaign launches, the marketer can better understand the type of customer reach and the audience that best converts.

Mann says that previously, marketers could not identify the customers coming to the site. This cycle led to waste and lower return on investments (ROIs). Bizo's experience with hundreds of brands allows the company to hold anonymous data on more than 85 million business professionals.

The company stores data on more than 80% of the U.S. business population, verified and audited by BPA Worldwide, and organized into non-personally identifiable information business demographic segments, known as Bizographics. Knowing the industry, company size, job function, seniority and location of site traffic helps enable more precise online marketing than ever before possible.

Anyone in business can use the platform, but some capabilities will not work if the user doesn't run a campaign with Bizo. Those that work include the ability to grab a JavaScript tag, similar to Google Analytics, and embed it on all Web site pages. Audience Analysis supports information through Bizographic profiles for all site traffic, Action Tracking supports conversion goals, and Custom Audience segments lets users define personalized retargeting.

Once a campaign launches reporting is available. The Audience Impact report, for example, provides information on the number of people who received at least one display impression, the number of impressions delivered against the audience, and the actions performed by users that converted such as a download of a white paper. It's a way to uncover customers that might respond higher than others, Mann says.

BAMP also lets businesses create and manage multiple actions without getting IT involved, and piggyback on multiple conversion pixels to drive campaign optimization. The platform is available now. American Express, Salesforce.com, and Lenovo are among those that using it.