• December 9, 2010
  • By Koa Beck, Editorial Assistant, CRM magazine

Baynote Launches Adaptive Web Suite

Baynote, a personalization and digital marketing optimization company, launched the Baynote Adaptive Web Suite, an integrated set of applications that automatically adapts the customer experience across digital touch points, including Web, mobile, and email, within real time.

The Adaptive Web Suite combines these multiple real-time applications to improve business agility by allowing companies to deliver self-optimizing customer experiences across on-site search and recommendations, landing pages, and email and mobile campaigns. Baynote's new Optimization Center offers personalization, merchandising, editorial control, previewing, testing, and reporting capabilities. The unified management console also features Search Insight, an add-on module that suggests on-site, organic, and original search terms.

"The general idea of ‘collective intelligence' is that you can use your existing audience to determine what similar visitors will respond to," explains Eric Peterson, founder and senior partner at consulting firm Web Analytics Demystified. "For example, if the last 10 visitors who searched for ‘pricing' who clicked on the third result ended up making a purchase, collective intelligence might suggest ranking that third result first. Baynote's use of collective intelligence reduces the need for human intervention in determining ranking—something inherent in all search engines—and instead relies on a human-powered algorithm."

The suite's applications include:

  • Adaptive Recommendations, which automatically deliver relevant product and content recommendations in real time;
  • Adaptive Onsite Search, which delivers fast, relevant search results that Web site visitors expect regardless of the keywords they type;
  • Adaptive Email, which automatically delivers relevant product, content, and video recommendations in real time via email; and
  • Adaptive Landing Pages, which dynamically deliver the most relevant products, articles, and videos in Web site landing pages to acquire, engage, and convert visitors via organic search or marketing campaigns.

"Businesses have long focused on using data and analysis to better understand customer behavior in online channels. Unfortunately it's not enough to simply understand your customers; you need to take an active role in influencing behaviors," Peterson says. "Increasingly, we see the use of algorithmically driven technologies like Baynote used in tandem with more traditional Web optimization platforms to power more engaging digital experiences."

"It's time to get digital marketers and site owners out of the daily optimization decision game," said John Lovett, senior partner at Web Analytics Demystified. "A much smarter, more focused body is the collective intelligence of truly engaged site visitors that self-segment around common interests and intent. By harnessing what worked for them, you can deliver like-minded customers a truly adaptive experience."

"For users, context-aware computing will mean that the metaphor of search and the Web will be replaced by proactive suggestions delivered through whatever computing and display fabric is at hand," says William Clark, vice president of research at Gartner. "Rather than user interfaces and sessions, the focus for users will be on real-time experiences that adapt to whatever situation emerges."

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