Andrew Joiner, GM of Emerging Technologies and Marketing, Autonomy
HP’s acquisition of Autonomy has been making the
news lately, and not in a good way. However, as Meg Whitman declared at the recent
Discover conference in Frankfurt, “we’re committed to Autonomy.” Since the acquisition, HP has leveraged Autonomy’s technology in a number of products. At Discover, it announced the launch of the Marketing Performance Suite. Autonomy previously offered another version of the product. The Marketing Performance Suite is now being offered by HP, and it features a number of updates since Autonomy last offered it.
Autonomy’s Optimost Campaign now helps marketers make their campaigns more effective with the Facebook Advertising Bid Optimization feature in the Marketing Performance Suite. The advertising bid optimization tool helps the marketing team identify the most cost-effective price points for purchasing ads on Facebook. Andrew Joiner, GM of Emerging Technologies and Marketing, Autonomy, described the feature as “tuned algorithms” that “optimize Facebook marketing.” With the ability to purchase less expensive advertising, marketers can reallocate valuable budget dollars to other critical areas.
Marketers now also have better audience segmenting tools with Autonomy’s Optimost. Optimost is Autonomy’s multivariate testing solution that helps advertisers determine which campaign will be the most effective for a given audience segment. Now that it is part of the Marketing Performance Suite, Optimost has dynamic segment discovery capabilities, meaning that it works in real time to detect an audience segment and target advertising accordingly. Faster targeting lets marketers focus on creating more campaigns to drive higher profits for the company.
