Dive Brief:
- Pursway Connect—a new platform launched today— borrows machine-learning technology from anti-terrorism systems to help brands target the real-life friends and family of influential buyers.
- Sony is one of the early adopters of Pursway Connect and claims the platform is helping the electronic brand drive better conversion rates.
- Pursway's technology canvasses 150 million consumers to determine which ones are sharing shopping-related messages with friends and family, and then once a target audience is identified the brand can utilize the information for direct marketing efforts.
Dive Insight:
Finding the word anti-terrorism in an ad targeting platform seems a bit intense, but the ability to decipher which social media friends translate to real life could be invaluable for brands. Identifying influential buyers is also a critical step to building strong relationships with customers, and it seems like Pursway Connect could have found an effective way to source out influencers.
