October 9, 2000

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Annuncio Delivers Personalization

Vendor's latest release lets businesses tailor Internet marketing content for customers

By Jeff Sweat

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nnuncio Inc. has based its marketing automation business on being able to segment customer groups and build marketing campaigns for them. Last week, it rounded out its software suite with the ability to deliver personalized content directly to consumers over the Internet.

The latest release of its E-Marketing Platform includes Annuncio Bright, software obtained in its acquisition of Brightinfo.com earlier this year. Annuncio already had the ability to build E-mail and traditional marketing campaigns, including Internet banner ads, but Annuncio Bright will let users tailor Web site content for particular customers.

The personalization capabilities are a natural extension of the marketing functions contained in Annuncio Live, its flagship product, analysts say. "What Annuncio Bright gives the marketer is an additional execution channel for managing multitouch marketing campaigns," says Aberdeen Group analyst Harry Watkins. The segmentation that drives a traditional campaign can be used to build a more interactive relationship with customers on the Web.

Customers say Annuncio Bright is simple enough for marketing people to set up personalized content without requiring extensive Web design work. "We wanted to be able to do personalization without requiring too much of a commitment from our data-processing people," says Dilip Parekh, chief technology officer at the San Francisco women's clothing company Jessica McClintock Inc.

Jessica McClintock began deploying Annuncio Bright when it was still part of Brightinfo.com and expects to have it running within a month. The company wants a more personalized Internet experience for its customers, who typically buy its gowns for special occasions. The new site will give customers advice and recommendations based on their needs.

Annuncio Bright can also customize product offers. It has reporting and analysis tools to help marketers understand what content and promotions are effective. It also integrates with Annuncio's marketing platform and other applications.

The vendor is introducing a version of Annuncio for business-to-business marketing. The E-Marketing platform is available this month, starting at $100,000.

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