The email marketing automation platform provider Webpower adds the PersuasionAPI persuasion profiling technology to their offering. Webpower and the Dutch startup Science Rockstars will be joining forces through acquisition of the latter.
Science Rockstars specialises in intelligent data solutions and is co-founder of persuasion profiling. Webpower sees persuasion profiling as the next step in personalised marketing.
Through the acquisition of Science Rockstars, Webpower acquires the technology and knowledge in the field of persuasion profiling (also called PersuasionAPI). As such, persuasion profiling fits with the objective Webpower is setting: personalised marketing based on extensive individual data profiles.
Persuasion profiling is aimed at identifying the “persuasion style” customers are most responsive to. The response of each customer to the content received is analysed, resulting in adapting the messaging to them in a targeted manner.
Persuasion profiling algorithm
Science Rockstars has automated the persuasion profiling process using algorithms. This approach has been developed through their own research at the University of Eindhoven and Stanford University. The result is an overall increase in engagement and conversion improvements seen of 5 to 10 per cent. Customers of Science Rockstars include, inter alia, Wehkamp, V&D, Vente Exclusive and Centraal Beheer. Webpower has customers such as Heineken, the Dutch public broadcasters and Alibaba.
CEO and founder of Webpower, Jacco Bouw: “For us, this means a new step in our mission to achieve the highest conversion through personalised marketing that has its roots in data marketing. The knowledge and technology of Science Rockstars is a great enrichment, particularly in the field of persuasion profiling. This innovative method of profiling and therefore even more personal online marketing, will allow Webpower to further support its customers to truly achieve one-to-one marketing in a simple manner.”
Further development
Jay de Groot will be responsible for the seamless integration of persuasion profiling with the Webpower platform. In this, he is supported by CSO (Chief Science Officer) of Science Rockstars, Maurits Kaptein. Kaptein will continue to be responsible for the development of the products of Science Rockstars.
CEO of Science Rockstars, Jay de Groot: “Webpower’s strong position in e-mail marketing automation and our resources for personalisation are mutually reinforcing. As part of this international company, we can further expand persuasion profiling and our other intelligent data solutions in several countries in Europe and Asia.”
The new services will be available to all Webpower clients in Europe and Asia from today forward.
