Marketing analytics platform DemandJump is releasing this week its first product, an artificial intelligence-powered platform that tracks incoming site traffic.
Called Traffic Cloud, the platform has previously been tested with a couple of dozen brands in pharma, CPG, retail and e-commerce over eight months of a beta period. It maps visitor traffic to a brand’s website, so that Brand X can see the sites, blogs, search terms or social networks its visitors came from — going back three levels.
The referring data shows which traffic sources — including social influencers and types of content — generated the customers who bought the most on Brand X’s site.
With this information, a brand could, for instance, decide to spend money advertising on Site ABC, because that’s where the most traffic or the best customers come from.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.