Kitewheel Bridges Divide Between AdTech & MarTech

New Audience Decision Suite (ADS) Incorporates Paid Media Into The Customer Journey

Boston, MA – June 22, 2016 – Kitewheel, provider of the leading Customer Journey Hub for agencies and their brand clients, today announced the launch of the Kitewheel Audience Decision Suite (ADS). ADS makes it easy to intelligently incorporate advertising and paid media into the customer journey to increase advertising effectiveness and ROI.

Until now, a confusing technology landscape – split between AdTech and MarTech – and consumer populations dominated by anonymous identities, have made the paid media world a difficult one for brands to navigate.  Consumers remain bombarded with poorly choreographed advertisements, simply targeted based on a web visit, causing them tune out – or turn off.

Kitewheel ADS finally makes it possible for brands to extend their journey orchestration into the paid media world by bringing consumer data and intelligent decision making to advertising audiences. The solution has three core elements:

  • Real-Time Context Gathering, which leverages proprietary data sources, including 3rd party data, to fine tune the message for each audience, based on contextual, behavioral, or environmental data.
  • Audience Management, which integrates with website, CRM, and mobile apps to extend cross-sell, up-sell, retention, loyalty, advocacy and look-a-like journeys into digital advertising and manage an unlimited amount of audiences.
  • Journey Attribution, which captures consumer-level event data throughout the journey, allowing brands to look at the ROI of media budgets and determine an optimal path-to-purchase journey.

“What many marketers seem to forget when it comes to orchestrating customer journeys, is that the relationship with customers begins long before they visit your website or make a purchase,” said Mark Smith, President, Kitewheel. “By incorporating paid media into the customer journey brands can achieve dramatic improvements in engagement, conversion and retention.”

Kitewheel Partner GroupM, recently deployed Kitewheel’s ADS to deliver sequenced messages across display, email, and web, for a leading automotive brand. By bringing together AdTech and MarTech, they were able to achieve a 24x lift in click-through rates and a 400 percent increase in engagement.

“At GroupM, we are aiming to deliver superior customer experiences across all customer touch points,” said Kresten Bach Søndergaard, business development director, GroupM. “Kitewheel provides the platform for the seamless integration of disperse sets of platforms and technologies and real-time decisions, which in turn delivers the right message at the right time to the right customer.”

For more on customer journey innovation, register to attend a 30 minute deep dive webinar on “The Customer Journey Mindset: Getting Grounded and Defining the Opportunity”. The webinar will take place on June 28th, 2016 at 11 am ET.

About Kitewheel

Kitewheel orchestrates intelligent customer journeys by unifying decisions across all touch points. Kitewheel’s innovative Customer Journey Hub enables brands and agencies to discover, design, and deliver seamless experiences that drive real-time revenue and long term loyalty.

Kitewheel has more than 25 of the world’s leading marketing agencies as active partners, including the top five agency groups Omnicom, WPP, Publicis and Havas, and was named a Gartner Cool Vendor in 2014 and included in the 2016 Gartner Magic Quadrant for Digital Marketing Hubs. Kitewheel serves its global partner base from offices in Boston, New York City and London. For more information, please visit and follow Kitewheel on Twitter and LinkedIn.

Media Contact:

Sofia Kathryn Coon

Scratch Marketing + Media for Kitewheel