Sailthru Adds Customer Behavior Analytics

US-based marketing personalization and targeting firm Sailthru has added an advanced analytics feature to its platform, in order to help marketers identify revenue and retention opportunities from customer behavior trends and interactions with a given brand.

Founded in 2008, the New York, San Francisco, and London-based firm offers proprietary software which tracks site, e-mail, mobile, off-line and social media behavior and develops an interest profile for each unique customer, for use in targeting and optimizing marketing campaigns. In December, it raised $20m in a Series C round of funding to expand its global sales, engineering and marketing teams.

The addition of the new 'Advanced Analytics' feature gives marketers access to a granular view of a customer's purchase data, using a combination of cohort analysis, market basket assessment and one-click data visualizations.

Cassie Lancellotti-Young (pictured), VP of Data and Optimization, comments: 'With Advanced Analytics, our clients can, for example, look at average order value based on first-time customers only, and then delineate between first-time customers who also watched a product video versus those who did not. This would ultimately allow a marketer to understand how a two year lifetime value differs for the video watcher versus non, and to optimize accordingly.'

Web site: www.sailthru.com .