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MentAd knows who your customers are with intense Audience Modelling.

Audi­ence mod­el­ling has become more gran­u­lar and Palo Alto (jobs in Palo Alto), Cal­i­for­nia-based Men­tAd announced recent­ly it has raised $4.7 mil­lion. Their approach to this Pre­dic­tive ana­lyt­ics fund­ing is “your next cus­tomer will be sim­i­lar to the last,” for find­ing would-be cus­tomers or bring­ing back for­mer ones. Daniel Romano founder and C0-CEO of the com­pa­ny states they have ways of iden­ti­fy­ing the kind of adver­tis­ing that will appeal to new or exist­ing customers.

Romano states by using mass analy­sis (jobs in analy­sis) and seg­men­ta­tion of his­tor­i­cal cus­tomer data, by cre­at­ing thou­sands of cus­tomer seg­ments, mak­ing “tiny looka­like mod­els for each of these seg­ments, and then pre­dict­ing the ROI [return-on-invest­ment] of an ad cam­paign tar­get­ing each of these looka­like mod­els on the dif­fer­ent adver­tis­ing chan­nels.” Men­tAd col­lects first par­ty brand data about exist­ing cus­tomers to find new ones, then match­es the basic data with pub­lic pro­files and third par­ty data, to build a rich­er cus­tomer profile.

The plat­form fig­ures out the longevi­ty of the cus­tomer to the brand and whether tar­get­ing ad cam­paigns to that spe­cif­ic user is worth it. The deter­mined win­ners will be select­ed and the cam­paigns get sent to dis­tri­b­u­tion plat­forms con­nect­ed to MentAd’s API. The com­pa­ny sees its strength as cre­at­ing thou­sands of new poten­tial cus­tomer seg­ments with the selec­tive weed­ing down to tar­get for the best ROI.

The plat­form was launched in 2014 and has more than 4 dozen cus­tomers world­wide.  So the new funds are going towards grow­ing the prod­uct devel­op­ment, mar­ket­ing, and sales teams, and to scale up busi­ness, most­ly in the U.S.   Romano pro­vid­ed an exam­ple of one of their clients who was see­ing a ROI of 110 to 115 per­cent over three months, he said, Men­tAd drove ROI to 300 per­cent with­in two weeks. Hel­lo, any­body want to use their know how in a com­pa­ny like this. Seems like Men­tAd is on the right track to grow­ing a business.

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