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BloomReach Mobile Brings Big Data to Mobile Marketing

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Posted July 15, 2013 By Pedro Hernandez     Feedback

New mobile-first product melds Big Data analytics, machine learning and social discovery to help marketers engage with smartphone-wielding consumers.

BloomReach is setting out to satisfy the growing demand for mobile marketing software.

The Mountain View, Calif.-based provider of marketing applications today announced BloomReach Mobile, a product that leverages the company's Big Data-driven Web Relevance Engine technology to help marketers engage with mobile consumers. Characterized as a search and discovery solution, BloomReach Mobile helps marketers align their promotional content with consumer intent.

The twist, according to BloomReach CEO Raj De Datta, is that the product allows brands to zero in on mobile device-toting consumers. Citing industry reports, the company says 65 percent of online searches are initiated on a smartphone. While shopping at a store, 85 percent of consumers consult their smartphones.

Retailers are experiencing a crush of mobile-derived traffic. The tipping point will be in 2015, when mobile traffic is expected to surpass the PC.

"BloomReach Mobile is designed mobile-first – architected for the distinct characteristics of mobile discovery, which is very different from in-store or Web discovery. We use our Web Relevance Engine to deliver responsive experiences optimized to make consumers happy and maximize mobile-influenced revenue," stated De Datta in company remarks.

Mobile-optimized websites and apps are a mere stepping stone in mobile marketing, argues De Datta. In a blog post, he described BloomReach Mobile as a Big Data application that "makes existing mobile sites and applications relevant to each visitor with continuously optimized content mapped to the unique characteristics of both the mobile visitor and the device itself."

These capabilities not only improve the effectiveness of a marketer's efforts, they can have a big impact on the bottom line. De Datta boasted, "BloomReach Mobile uses machine learning to provide unique, multi-channel experiences with data-driven search, visual discovery and individually created categories and selected results – increasing revenues as much as 40 percent per visit."

BloomReach Mobile provides cross-channel optimization capabilities that target both anonymous window shoppers and loyal customers. The technology enables marketers to deliver personalized shopping experiences and promotions across device types based on their search preferences.

The platform's predictive search, auto-suggest and contextual search capabilities are based on BloomReach's machine-learning and Big Data tech. "Auto-suggestions and predictive search use Big Data collected daily from 150 million web pages and more than a billion consumer interactions," according to the company.

Finally, BloomReach Mobile adds a social discovery feature to help turn browsers -- shoppers, not software like Chrome, Firefox and IE -- into loyal customers. Called "Trending," the feature monitors referral traffic from social media sites, assisting organizations in their social marketing endeavors.

Pedro Hernandez is a contributing editor at Enterprise Apps Today and Follow him on Twitter @ecoINSITE.

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