SOURCE: Kefta Inc.

October 30, 2006 09:00 ET

Kefta Simplifies Personalization With New Self-Service Offering

Marketers Can Immediately Improve the Relevance of the Online Experience and Dramatically Increase Conversion and Sales -- Quickly, Easily, and Under Their Own Control

SAN FRANCISCO, CA -- (MARKET WIRE) -- October 30, 2006 -- Kefta, the leader in personalized marketing solutions, today unveiled a new self-service interface to its industry-leading Dynamic Targeting solution. Designed for online marketers who want to quickly improve conversion rates, the new offering provides the only self-service hosted personalization solution available on the market today.

The new Kefta offering successfully taps the full power of personalization through Dynamic Targeting, including: real-time segmentation; a powerful personalization feature set with a content delivery engine; and automated optimization. Online marketers can now create and manage their own campaigns through an intuitive user interface, and easily and quickly deploy personalization campaigns that automatically leverage visitor information or internal segmentation data.

"It was tremendously easy to develop and deploy my own Dynamic Targeting campaigns to target both paid and organic search traffic," says My Wedding CEO Brad Fallon. The gift site achieved a 65% lift in conversion site-wide by using Kefta's self-service interface to dynamically serve relevant creative treatments focusing on individual visitor needs and search queries. Conversion lift increased a staggering 168% for some high-value segments such as unique wedding favors. "We were able to provide a rich and relevant online experience that speaks directly to each visitor's needs and goals," Fallon says. "We got the kind of results that have long eluded bigger retailers using cumbersome software solutions."

More than 65% of marketers plan to invest in behavioral and contextual targeting this year. [Forrester, Interactive Marketing Channels to Watch in 2006, June 2006]. Forrester also reported that marketers want to limit IT involvement in their activities, and more than half of marketers say they prefer to select vendors that limit IT involvement. [Marketing Technology Adoption 2006, June 2006]. By providing both self-service and full service solutions, Kefta removes the technology barrier by allowing the marketer to choose the best deployment methodology for their targeted marketing campaigns, with no IT involvement.

The new Kefta interface provides targeting for an unlimited number of segments on Web site pages across multiple sessions. Online marketers gain direct access to sophisticated content delivery techniques, automated optimization, and on-demand reporting. Referral information for segmentation includes: search engine keywords; tracking and referring URLs; geography; connection type/speed; and client defined parameters.

"Kefta is breaking new ground in the market by providing a choice for online marketers," said Kefta CEO Philippe Suchet. "We are offering a new entry point that allows marketers to quickly improve relevance on their Web site -- to meet their holiday or specific campaign goals. Of course, many clients still choose to have Kefta implement their personalization campaigns as we have deep best-practice advice that we build into the process."

Kefta Dynamic Targeting allows marketers to improve conversion rates and revenue by delivering a highly relevant and targeted online experience to every Web site visitor. Leading companies use Kefta Dynamic Targeting to automatically engage customers with effective marketing through multiple channels (site, off-site banners, layers, and emails) at key points in the purchase cycle. The hosted service requires minimal IT resources and can be up and running in a matter of weeks to deliver immediate ROI. On average, clients using Kefta are able to increase online conversions by 30% based on a personalized marketing initiative.

About Kefta

Kefta is the leader in personalized marketing solutions. Global brands including GMAC, Palm, and Verizon use Kefta Dynamic Targeting to deliver timely, relevant content to site visitors based on their unique online behavior -- immediately boosting conversion, revenues, and customer loyalty. The hosted Kefta service automatically recognizes and responds to the different needs of Web site visitors, delivering relevant and personalized marketing messages in real-time on Web sites, banners, pop-up windows, and emails. Kefta's Dynamic Targeting solution is rapidly implemented, ongoing maintenance is minimal, and results are immediate. Founded in 2000, the company has headquarters in San Francisco, California. For more information, visit

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