Versium, a market-leading data analytics and identity resolution company has launched a new suite of consumer marketing tools to the company’s REACH platform. Released in 2019, Versium REACH previously focused exclusively on B2B marketers, enabling them to identity, understand and reach more of their ideal targets. With its latest launch, B2C marketers can now leverage the power of REACH.
Built on top of Versium’s industry-leading identity resolution capabilities, Versium REACH leverages unique Business to Business to Consumer (B2B2C) identity mapping, substantially expanding the company’s ability to reach their first-party business professionals and consumers across multiple digital touchpoints—from social platforms to smart TVs.
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Versium REACH provides a level of flexibility and analytical nuance not previously available in a single platform. Key benefits include the following:
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- Helps organizations that want to market to both consumers and businesses professions—in segments ranging from insurance companies to wireless carriers – all through a single interface.
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- Consumer marketers can leverage data to reach business professional segments. One example includes consumer products targeted at a business segment, such as executives at technology companies who might have a high propensity for luxury cars or other items.
- Business marketers can target audiences wherever and whenever, even though those audience members might be working from home. IP mapping and geo-fencing do not work in the “new normal.”
“The lines of demarcation are less distinct than ever between the business persona and the consumer,” said Dillana Lim, CEO of Versium. “Until now, that’s not been very easy for marketers to get a full 360 view of an individual. Many marketers want to promote offerings based on what a person does for work, in addition to what they purchase as consumers.”
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With identity resolution capabilities within REACH, marketers can address these needs with a single, powerfully flexible data analysis system. Versium ID Resolution is helping publishers compete with the “walled gardens” of social platforms, helping enterprises manage internal privacy and data compliance requirements and helping marketers increase their ability to reach business professionals across the digital ecosystem by as much as 5 times what is currently achievable.
“But they can routinely achieve both these objectives using our B2B2C Identity Graph capability,” said Lim. “It unlocks and expands targeting capabilities in ways that have never been possible. Companies are genuinely embracing these new capacities.”
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