SOURCE: Pursway


November 17, 2014 08:00 ET

Pursway Partnership With KBM Group Expands Audiences by Leveraging Social Connections for Digital Targeting

Allowing Marketers to Reach Close Friends of Their Target Audience

BOSTON, MA and LOUISVILLE, CO--(Marketwired - Nov 17, 2014) - A new agreement between Pursway, Inc. and KBM Group allows brands and agencies to reach the friends of their target audience through a variety of online publishers, DMPs and DSPs. Targeting this high performance audience of friends will improve marketing ROI by 30 to 50%.

The Pursway Connect audience extension platform is a unique asset -- a social graph that identifies close relationships between over 150 million people, resulting in a people based network with over a billion relationships. These relationships are a powerful and previously unavailable tool for marketers to find and target their audience's best friends.

Pursway Connect brand and agency users can create audiences consisting of friends of their most valued customers and target them in their desired DMP or DSP in a fast, simple and secure way. The new channels will add more options in targeted media beyond social media and direct mail.

The new agreement augments KBM Group's and Pursway Connect's reach via the KBM Group Zipline Data Management Platform. KBM Group, part of the Wunderman network, will now be able to create audiences beyond individuals to a wider sphere of influencers and prospective customers.

"Finding responsive and qualified audiences is getting harder and harder. Even with a deluge of information, marketers struggle to find high performance audiences for customer acquisition. Friends really do buy what their friends buy, and we make finding those friends quick and easy. Pursway Connect works with any audience -- from your offline CRM system to anonymous website visitors -- and quickly delivers their friends across any channel," says David Ellenberger, CEO of Pursway. 

"We are really excited to bring Pursway's social audiences to the online marketplace. If you look at what is available today, marketers are not able to leverage Word Of Mouth with sufficient scale and Pursway Connect offers a unique opportunity to target friends of buyers," says KBM Group's Interactive General Manager, Keith Johnson.

About KBM Group

KBM Group transforms marketing efforts into mutually beneficial customer conversations through data-driven insights. Based on a strategic approach to optimize business outcomes, KBM Group's world-class marketing solutions integrate offline and online marketing channels and allow companies to achieve high-performance B2B and B2C customer engagement and marketing ROI from a spectrum of services including consulting, data integration and database management, analytics, digital services, marketing management and outsourcing, creative services, and response services. The company has 36 offices in 22 countries serving global, enterprise and B2B2C-focused companies. KBM Group's parent company, Wunderman, is part of the Young & Rubicam Group and a member of WPP (NASDAQ: WPPGY).

About Zipline
KBM Group's Zipline data management platform provides data on-boarding and monetization services for brands, agencies, publishers, CRM managers and ad networks. Zipline can also manage these data assets for efficient sales and distribution across I-Behavior's ad network and DSP partners.

About Pursway
Pursway's smart targeting technology offers a way for marketers to strategically expand both their online and offline audiences. People buy what their friends buy. It is scientifically proven. Leveraging Pursway's proprietary database of more than 120 million social profiles in North America, marketers are seeing 30 to 50 percent better ROI by to activating that network effect and lifting response rates. Serving companies such as Comcast, Orange and Sony, Pursway's platform allows marketers to target people with high social affinity to their brands. Pursway is led by a team with a proven track record in advanced machine learning, social network analytics, and consumer marketing disciplines. For more information, visit