BounceX: The Behavioral Marketing Leader Reshaping How Brands Target Consumers. Bounce Exchange technology currently powers thousands of digital properties, expanding across a multitude of industries. I spoke with Bounce Exchange Co-Founder and CEO Ryan Urban about the vision behind his company, the changing climate of digital marketing, and how his startup is redesigning consumer marketing for the future. Ryan Urban: At the end of the day, marketing is about growing the business. Interesting enough, it all came down to truly identifying a brand’s consumers and providing the most relevant digital experience based on their behaviors. Ryan Urban: There are certain behaviors that individuals exhibit when engaging with a brand in the digital world that indicate different levels of intent. We think about the mindset of your individual consumers in the moment that they are interacting and then help brands create digital experiences to benefit that consumer. Ryan Urban: The reason that marketers think in terms of segments when targeting consumers is because, until now, there has been no mechanism for deterministically identifying individuals and associating behavioral attributes to them. That is the key to truly understanding your consumers, their intent, and the digital experience that meets them where they are in their journey with your brand. The key opportunity is bridging the digital gaps across consumers’ physical lives.
Founded in 2012, Bounce Exchange stands as the leader in cloud-based behavioral automation software and analytics.
Their behavioral marketing platform has been adopted by marketers looking to transcend traditional tactics, such as audience segmentation and fragmented targeting, to build more complete profiles of their site visitors. Based on these robust profiles, marketers can deploy direct marketing efforts and curated personal marketing experiences rooted in holistic behavioral patterns, instead of being forced to focus on very nuanced lifestyles and interests.
Bounce Exchange has raised $7.8 million to date, receiving $6.3 million in Series A funding. In August of 2016, Inc. named BounceX the fastest growing software company in the United States, ranking the startup seventh overall on the Inc. 5000. In just three years, the company experienced an astonishing 14,500% spike in revenue.
Headquartered in New York City, the company is also widely recognized as a leader in employee retention and workplace culture. Internet Week, Crain’s New York, Computerworld and Fortune have each honored the company for its commitment to building a diverse and innovative workplace, citing Bounce Exchange among the best places to work in tech.
Bounce Exchange technology currently powers thousands of digital properties, expanding across a multitude of industries. For the first time, online businesses have the tools to target previously unidentifiable opportunities both online and offline. Combining their proven success with an evolving suite of software and services, BounceX is trusted by global enterprises such as Lufthansa, Sears, Uniqlo, Hearst Properties and Comcast.
I spoke with Bounce Exchange Co-Founder and CEO Ryan Urban about the vision behind his company, the changing climate of digital marketing, and how his startup is redesigning consumer marketing for the future.
What was the specific void or opportunity you discovered that inspired the idea for BounceX?
Ryan Urban: At the end of the day, marketing is about growing the business. There are thousands of martech vendors out there, but almost none drive results, and almost all take up the time, effort and energy of already strapped marketing departments. BounceX, on the other hand, was conceived to figure out a way to fill this void of non-performing marketing technologies. Interesting enough, it all came down to truly identifying a brand’s consumers and providing the most relevant digital experience based on their behaviors.
Nearly every major company is pouring money into mining insights around consumer behavior and digital trends – What makes these metrics so important in building a scalable business in today’s digital world?
Ryan Urban: There are certain behaviors that individuals exhibit when engaging with a brand in the digital world that indicate different levels of intent. It’s the same way a person’s body language dictates their interest while shopping in a brick and mortar store. This digital body-language — the actions individuals take while browsing — has thus far been overlooked by brands. This is primarily because the technology to track, decipher, and react to those actions has not existed. With our Behavioral Marketing Cloud, brands have the power to not only understand what digital consumers are telling them, but also to respond with relevant and motivating experiences tailored to a specific individual’s propensity to engage.
With perceived power players like Salesforce enhancing their…
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