Iterable Debuts Contextual Tool For Customizing Campaigns

Iterable, provider of a cross-channel marketing platform, is offering a new tool for customizing campaigns base on contextual metadata, the company announced on Thursday. 

The new product, Catalog, drives ”individualization at database-wide scale across an unlimited number of data points in a brand’s product portfolio,” states Justin Zhu, CEO & co-founder of Iterable. 

Catalog activates data across the breadth of the marketing stack, the company claims. And it serves dynamic content recommendations based on multiple criteria including profile, behavior, application, geolocation data and other variables.

This enables brands to create personalized messaging derived from first-party customer data, including profile details and inferential behavioral preferences, the firm says.

Case in point: A food delivery service could use Catalog to fuel recommendations based on restaurant preferences. 

Dyrt, a firm that offers customized campground recommendations, tried Catalog during the testing phase.

“Prior to using Iterable, our app was limited to providing the top five campgrounds in each state as recommendations,” states Anthony Easton, head of audience development at The Dyrt. After implementation, Eaton said, the company was able to "segment in ways never seen before — including inserting pricing for campgrounds and lodges and then matching as fit to user profiles.”

Iterable, which supports email, push, SMS, in-app and other channels with its platform, hopes to help marketers “customize every step of the customer journey,” Zhu adds.

Iterable announced in March that it had raised #50 million in Series C funding, bringing the firm’s total financing to $80 million. The company said it would use the money for product development and international expansion.

The round was led by Blue Cloud Ventures, CRV, Harmony Partners, Index Ventures and Stereo Capital.


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