Monetate, a platform primarily known for landing page optimization, has expanded well beyond the A/B test. Appointing long-time board member and entrepreneur Lucinda Duncalfe as CEO on Tuesday, the Philadelphia-based company says it’s tackling a “multi-billion dollar” market opportunity: digital personalization.
While Monetate’s early product strategy around website targeting and optimization drove early growth for the company, Duncalfe said: “We’ve seen this evolution in the industry to the place we feel we’ve been all along, which is the discussion around real one-to-one marketing where marketers think about consumers in a channel-agnostic way.”
Last summer, Monetate was in a very transitional phase. Then CEO David Brussin (now executive chairman) told AdExchanger that while Monetate did not dabble in media, the company was “very active” in channels other than desktop, and that it would commit the same level of optimization to email, display and mobile that it provided for landing pages.
Fast forward to last fall when Monetate made good on those promises and rolled out Monetate Email and Display, cloud apps that allowed marketers to target customer segments based on a number of behavioral triggers. Monetate wrapped these tools into its cloud marketing hub Monetate Acceleration Cloud designed to interface with preexisting data infrastructure and hook into commerce technologies like (SAP) hybris and IBM.