Yada Yada YaData

When it comes to making money with technology a key is knowing who your customers are, what they buy (and why they buy it) — so that you can then offer them the products and services that they need.   It is much easier to sell new products and services to existing customers than to attract a new customer — and a great new technology that allows you to discover unique customer segments one that does micro-segmentation.

Recently Microsoft acquired YaData, a company with a software tool that  provides advertisers with richer targeting capabilities than they could otherwise have — CRM business intelligence.  This software makes money for its users by more pinpoint targeting of what sells and how to offer complimentary offers.

Marketers for years worked with anecdotal information (a successful sale here being exploited in ads, or marketing what the competitors are selling.  With micro-segmentation science is now clearly identifying what sells.

One great thing about YaData is that it includes segment discovery.  Normally data mining (being able to make “what if I did this?” type of questions based on existing data) requires us humans to make the initial assumption.  The problem with this is that our assumptions may be wrong and we waste a lot of time going down a path that is not fruitful.

YaData has behavioral targeting tools within its online advertising platform, which lets marketers provide more focused and relevant advertising.    The benefit includes  better ROI for advertisers, higher yields for publishers and more on target advertising for consumers.  The software discovers and managemes market segments (rather than having people identify the segments as with traditional data mining). YaData uses a search engine, and the system is designed to discover consumer behavior patterns and then sort them into segments.  This actually has a name all its own:  segmentation relationship management (SRM).   The YaData engine can analyze companies’ quantitative databases on the basis of hundreds of variables, in order to create clusters.

Interesting enough, YaData originally received much of its funding from Oracle, only to be sold to Microsoft!  Strange world!


About Sandra Eisenberg

Dynamic pragmatic marketing and sales executive whose biggest asset is converting technology to real corporate value -- for a variety of industries including health care providers (Adventist Health System Sunbelt), Teradata (Data Warehousing), RWD Technologies (quality improvement and professional services), Siemens and AT&T (telecom). Sandra brings twenty years of experience in sales, marketing and IT management. Her career spans entrepreneurial firms (E5 Marketing) and senior positions in sales, sales management (direct and indirect), marketing, channel development and product management at Bell Labs and NCR Teradata. A few career highlights: • Total product lifecycle management (PLM) using ISO 9001 and other quality methodologies. Sunset aging product lines and developed a migration path to a new, open standards platforms at Avaya, NCR and Bell Labs. • 1st woman to win the AT&T and NCR Teradata national sales awards -- top sales manager and sales rep at AT&T, NCR Teradata and Avaya • Delivered profitable marketing campaigns in the area of CRM, Business intelligence, contact centers and other high tech areas • Run call centers, sold call centers and been in product management of call centers (Avaya, AT&T and NCR) • Director of CRM Strategic Planning and Alliances at Avaya and NCR Teradata • Senior Manager of Product Management Bell Labs (business intelligence, data warehousing and CRM) Most recently Sandra managed the Central Florida territory for Siemens' telephony division. Siemens is selling this division soon and their loss can be your gain.

Posted on October 16, 2010, in BI, business intelligence, CMR, CRM, customer relationship management and tagged , , , , , , , , , . Bookmark the permalink. Leave a comment.

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