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| Partner to use YaData analysis tool for marketing managers | Published by: The Marker
www.themarker.com/eng
Guy Griml
14/02/2007
| Israeli startup YaData has signed an agreement with Israeli mobile operator Partner Communications (LSE, TASE, Nasdaq: PTNR), TheMarker has learned.
Partner will be integrating YaData's Segment Relationship Management product as an operative working tool for its marketing managers.
YaData's software enables users at big retailers to discover, rank and manage market segments based on consumer behavior patterns, and the operational information accrued on them.
The company's market consists of all business-to-consumers organizations, such as telecommunications operators, banks, credit card companies and retail chains, it explains.
The agreement follows a project carried out at Partner using the product. Partner means for its marketing people to reach deeper insight of the market and the clients, in order to create marketing drives that are more relevant to cellular communications needs.
"YaData and the analytical segmentation tool it developed create new directions for marketing people to know and understand customer behavior," explains Iris Beck, Partner's marketing VP.
Amir Peleg,. YaData CEO and one of its founders, notes that analytical tools are available for most aspects of marketing, but this is the first such development for marketing people. "The product YaData is developing allows marketing managers to segment the client base themselves based on consumer behavior, to create marketing solutions appropriate to each market segment, and to manage the life cycles of these segments, " he says.
In other YaData news, the company recently wrapped up a $4 million financing round from the Giza venture capital fund and from Ofer Hi-tech. Oracle has also invested a few hundred thousand dollars in the company.
The company's Segment Discovery and Ranking engine analyses hundreds of parameters that measure consumer behavior, from data built up in a data warehouse. The engine ranks the segments based on their match to a marketing issue defined by the marketing manager.
YaData has 20 employees, most of which are advanced mathematicians.
Peleg, the company's leader, also co-founded CashU, which is today called UniFire.
Partner product manager Omer Gonen says the company began working with YaData a year and a half ago, and is pleased with the results of their joint project. "They came to us with a concept of finding segments that we hadn't thought of before, to produce behavioral patterns and distinct groups of users," he says. During the pilot, Partner gave the startup access to its database and YaData produced new insights.
"We quickly reached the understanding that using the YaData system, we could distinguish groups of users that stood out from the regular groups." It suited Partner as a cellular operator, which had accumulated a great deal of information on its clients, and could now reach new conclusions, Gonen said.
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