Press Releases

NEW YORK, NY, ad:tech 2007, Booth 603—November 5, 2007— BridgeTrack 5.0, a breakthrough new digital marketing suite designed for marketers and agencies seeking optimum results from their interactive marketing campaigns, debuted today at ad:tech New York.  Launched today by Sapient’s (NASDAQ: SAPE) BridgeTrack division, BridgeTrack 5.0 will be shown for the first time at ad:tech Booth #603, where show attendees will receive in-depth demonstrations via a series of workshops held in the Gibson Suite from November 5-8.

Unlike comparable ad servers and marketing platforms that provide delayed information on campaign results, BridgeTrack 5.0 is the only integrated digital marketing suite that enables real-time reporting and optimization across multiple media channels—including email, display/banner advertising, search, offer pages, transactions and Web sites. With actionable and timely data in hand, BridgeTrack 5.0 then lets marketers and agencies immediately leverage the interdependencies between those channels to accurately measure the effectiveness of online campaigns in real-time.  This allows marketers and agencies to immediately recalibrate and improve results at the earliest possible phase of their campaigns and re-allocate marketing dollars across those channels that are generating the best return on investment. 

”BridgeTrack allowed us to dramatically grow our online business in the Americas,” said Jennifer Grazel, interactive marketing director for GE Money, which uses BridgeTrack to improve the results of its digital marketing campaigns. “It gave me an immediate snapshot of ongoing campaign results so I could make changes and improvements during the earliest, most critical phases of a campaign.  In addition, it helped us better leverage our use of multiple online channels while completely simplifying our overall interactive marketing delivery.”

BridgeTrack 5.0 also gives marketers and agencies full control of all consumer touchpoints from a unified dashboard. In doing so, this lets marketers and agencies test creative, media placement, consumer offers and content options by comparing the volume and quality of impressions, clicks and conversions.  For example, marketers and agencies can see how consumers react to their online marketing campaigns—whether they decide to try or buy their offerings—even if they take action at a later date.
 

“BridgeTrack 5.0 is the only solution that empowers marketers and agencies to drive actionable results in real time,” said David Murphy, general manager of Sapient’s BridgeTrack division.  “We see a major opportunity to provide a state-of-the-art digital marketing suite for marketing organizations and advertising agencies that lack the resources to build one themselves.   Moreover, marketers and advertisers have been waiting for a true end-to-end hosted solution that is media agnostic and unencumbered by conflict of interest.  Recent industry acquisitions have raised a red flag for those who believe that media publishers cannot provide fair and impartial ad server solutions.”

According to Murphy, today’s marketers are struggling to obtain holistic views of their campaigns as they happen. This lack of insight ultimately leaves them in the dark and at a major disadvantage. 

“With BridgeTrack 5.0, we shine the light on the entire campaign, introducing a digital marketing suite that not only lets marketers monitor campaigns in real time but to do so across all media. With this information in hand, they are then able to analyze and fine tune their campaigns on the fly to ensure they achieve their desired goal,” said Murphy.

BridgeTrack 5.0 – Breakthrough New Features
BridgeTrack 5.0 includes the following new features and enhancements:
1. Automated bid management solution to drive effective search marketing
2. Content management and optimization engine built specifically to support landing pages
3. Media planning module that allows media planners to easily upload their media plans and automatically generate traffic instructions
4. Workflow-based interface designed to create and manage campaigns more effectively

BridgeTrack 5.0 – Six Core Components
In addition to the new features, BridgeTrack 5.0 can be purchased as a unified solution or via separate components. The six core BridgeTrack components include:

a) BridgeTrack Campaign Management:
This component helps marketers centrally manage the content and data for all online channels.  Key capabilities include:
1. Identifies and manages channel interdependencies
2. Reallocates marketing dollars across channels that generate the most incremental return-on-spend
3. Analyzes and manages campaigns for all digital channels, including third party mail, email, performance-based networks, paid and natural search, customer web site and drive to web
 

b) BridgeTrack Ad Server:
This component helps marketers acquire new customers, increase brand equity and drive revenues. Key capabilities include:
1. Heatmaps reallocate media spend towards top performing placements
2. True real-time analytics help maximize campaign results
3. Key features help optimize creative design based on specific conversion metrics
4. Smart tagging features show the right message at the right time to the right audience

c) BridgeTrack Email:
This component Increases retention and customer value through targeted email communications. Key capabilities include:
1. Schedules and tracks email delivery in real-time
2.  Segments customers to create targeted, relevant email campaigns
3. Dynamically generates emails based on segmentation profiles and re-usable content assets

d) BridgeTrack Search:
This component generates demand through natural search optimization and key word purchases. Key capabilities include:
1. Automates bids for thousands of key words across all major search engines
2. Analyzes results in real-time and tests keyword strategies through multivariate analysis
3. Increases traffic through continuous keyword generation and expansion
4. Enhances keyword placement through continuous optimization of ad copy

e) BridgeTrack Offer Page Optimization:
This component maximizes return-on-advertising-spend through optimizing the banner, email or key word. Key capabilities include:
1. Improves conversion by delivering targeted, relevant offer pages
2. Optimizes content in real-time using A/B and multivariate content delivery
3. Enables the re-use of creative assets across all offer pages and website ad units

f) BridgeTrack Customer Data Integration:
This component generates a 360 degree view of customer interactions through integrating online and offline customer information.  Key capabilities include:
1. Leverages investment in customer information systems to increase the return of online spend
2. Integrates data from different sources or systems
3. Integrates data on a real time, daily or weekly basis
4. Segments and targets offers for customers using a complete view of all customer interactions

Pricing and Availability
BridgeTrack 5.0 will be available as a complete solution or via individual components.  Please visit us at www.bridgetrack.com or call 1-866-852-1994 to obtain pricing and additional information on BridgeTrack 5.0.

About BridgeTrack
BridgeTrack is the only integrated marketing campaign management software that enables real-time reporting and optimization across multiple media channels, including email, display/banner advertising and search.  This allows marketers and agencies to measure the effectiveness of their online campaigns in real-time to recalibrate and improve results immediately.  Additional core capabilities include ad serving, email transmission, splash page and microsite hosting, content management, real-time online reports, advanced customer data warehouse analytics and campaign management.  

About Sapient
Sapient, a global services firm, operates two groups—Sapient Interactive and Sapient Consulting – that help clients compete, evolve and grow in an increasingly complex marketplace. Sapient Interactive provides brand and marketing strategy, award-winning creative work, web design and development and emerging media expertise. Sapient Consulting provides business and IT strategy, process and systems design, package implementation and custom development, as well as outsourcing services such as testing, maintenance and support.

Sapient’s passion for client success—evidenced by its ability to foster collaboration, drive innovation and solve challenging problems—is the subject of case studies on leadership and organizational behavior used by MBA students at both Harvard and Yale. Leading clients, including BP, Essent Energie, Harrah's Entertainment, Hilton International, Janus, Sony Electronics and Verizon, rely on the company’s unique approach to drive growth and market momentum. Headquartered in Cambridge, Massachusetts, Sapient operates across North America, Europe and India. For more information, please visit www.sapient.com

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Sapient is a registered service mark of Sapient Corporation.