Cloud marketing platform BloomReach has just announced their official launch, after three years operating under the radar out of Mountain View, California. Led by CEO and co-founder Raj de Datta, the company developed a web relevance engine (WRE) that analyzes over a billion each of customer interactions and web pages daily to drive their tool suite.
BloomReach aimed to solve the problem they describe as the digital discovery divide. “Consumers go to social networks and search engines to access content on the web and are inundated with information,” de Datta told us. “We want to enable great content, products, and services to help clients get found on search, social, and mobile; anywhere users access the Internet.”
Of course, there are a thousand other companies out there trying to do just that. I’m always a bit skeptical of new tools and services, especially ones with lofty claims attached. However, BloomReach is one of two new options (specific to e-tailers) I’ve had the opportunity to check out lately that I found really and truly impressive. (The other was Monetate’s Agility Suite.)
How It Works
BloomSearch, BloomLift, and BloomSocial work to get web-based content found and drive incremental revenue. They are powered by the WRE, described to us by Head of Marketing Joelle Kaufman as an “engine that semantically understands the products/services of a site, the ways consumers express interest and intention, and broader, across the web, what other products and services are in the same context.”
She explained how it uses real-time data to enhance the user experience while driving revenue: “The engine dynamically determines where there is opportunity and how to adapt user experience on the website. When they are expressing intent, the right information is served. If you can meet the consumer’s interest and intent, that’s a consumer who’s going to convert.”
Using a series of widgets, BloomReach accomplishes some pretty incredible things for web businesses in need of a holistic, well-rounded approach to marketing. Users plug into the engine by connecting to their APIs. BloomReach also introduces a tracking pixel, so clients can ensure pages match the look and feel of the site.
Widgets are installed on existing pages to enhance quality of content and the structure of existing pages. One of the widgets works to ensure the deeper content of the site gets found. According to de Datta, “Based on our analytics, on average 25 percent of URLs for a given site get any at all visits in a given month. There is a huge opportunity to get more content found. After customers connect with us, their experience is that about 75 percent of their pages get traffic.” Kaufman said they evaluated close to 100 major sites in that study.
BloomReach has an English language database of 12.6 million synonym pairs, 73 times more words than in Oxford dictionary. This allows their engine to understand whether products and services are described in the way in which consumers are describing them. The database is always learning and updating constantly as consumer language warps, using search and social data.
BloomSearch is more than an SEO tool, said de Datta, in that it’s not looking at keywords and how the site may rank for them. They refer to it as a “real-time, algorithmic natural search discoverability product” that determines opportunities of unmet demand. It adapts the site to reveal products and services based on real-time customer intent and inventory data. BloomSearch also maps out how to create the minimum number of relevant pages required to attract maximum exposure in search.
BloomSocial dynamically creates experience pages based on real-time consumer behavior, social interaction and web content data, incorporating social capabilities such as Follow and Share for these new pages. New products, promotions, and other changes are communicated automatically to followers.
BloomLift creates dynamic landing pages personalized for visitors coming from paid search ads, based on available site content and known user history. It also identifies paid search terms the client should be bidding on, but is not. This service works to maximize click-to-revenue conversion by gauging user intent and routing them to the most relevant and personalized pages.
Who Will Find BloomReach Useful?
BloomReach’s public launch comes after three years of “stealth mode.” They operate on a 100 percent paid-for-performance model, meaning pricing depends on which product you’re using. Bloom Search is PPC, so clients only pay for incremental new traffic. With Conversion Bloom Lift, they pay for incremental conversion lift.
BloomSearch is a platform large online retailers should look into. The size, scope, and constantly updating nature of their database paired with the focus on user experience and conversion is both impressive and refreshing. The UI is clean and won’t leave marketers feeling bogged down in data. This is a holistic, multi-channel solution that addresses online businesses’ needs for automation and scalable search marketing.
Headquartered in Mountain View, they are backed by Bain Capital Ventures and Lightspeed Ventures. Currently, their clients include Williams-Sonoma Inc., Ampush Media, and Beau-coup Inc., among others.
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