Amanda Parker doesn’t just have big brands using her product, it was actually built for one of the worlds largest cola companies.
Uplette, her Toronto-based company Innohub’s flagship product personalizes online advertising and is generating increased views and conversion for major brands, including Molson and Pepsi.
“I owned my own boutique agency helping companies do digital strategies,” Parker says. “Pepsi had come to us through Microsoft because they were doing a co-marketing campaign.”
Pepsi wanted Parker’s firm, who had previously worked with Microsoft, to create an online campaign where individuals would see different content depending on their demographics and taste.
“We figured there’s got to be an out-of-the-box solution,” she says. But when she couldn’t find one, she decided to make her own.
That product is Uplette, which “delivers content based on dynamic analytics,” she said during a stage pitch at the recent Montreal International Startup Festival. She says mobile web advertisements have a conversion rate under one per cent but with Uplette her customers are seeing click-through rates double and some clients are seeing a seven-fold increase in conversion.
On a recent campaign for Molson there were over 70 variables impacting which ads were shown to viewers, Parker says. The platform draws data in “from a variety of sources,” Parker says. Coupling that with analytics, “we’re able to make some assumptions.”
The software also learns from consumers.
“It’s a constant learning process,” says Parker. As time goes on, “our program will have a lager dataset and will get smarter.”
The software leverages the mobile-web to deliver landing page content, and is compatible with banner and in-app ads. Parker says Uplette will soon be able to power in-app content as well; for example, delivering personalized shopping list recommendations to consumers within a retailer app based off their preferences and behaviours.
While Uplette is fully functional, “we’re always in development,” Parker says. “We always see it as an iterative process.”
The company has several different ways of charging customers, depending on the specific campaign, using both impression and conversion-based metrics.
“We’re making money,” says Parker. “I believe in running a sustainable business.”
Though she’s keeping actual figures close to the vest. It’s the same story with the company’s investors, though Parker says that funding-related announcements are coming.
Right now, Parker says she’s working to “put the gas pedal on our U.S. presence.” Reached by Techvibes on Saturday afternoon, Parker was in New York City. After that she plans to spend five months in San Francisco.
A big part of those trips will be meetings with the company’s channel partners, online ad placement companies, like ad exchanges and demand-side platforms, and the creative agencies that design and run the marketing campaigns that Uplette supports.