“We’re not a Facebook or a Twitter, but 43% is a reasonable base off of which to build products,” Bagdasarian said, who asserted that PCH’s scale makes it a credible alternative to other large deterministic players.
And that’s where CommandIQ comes in, he said. It’s about mobile CRM and building out a deeper customer life-cycle experience.
“When do you deliver an ad vs. push [notification] vs. email? It’s about targeting a consumer based on their behavior when they fall into a segment at a certain time,” Bagdasarian said. “The system routes the next consumer communication to an environment where you know that person will pay attention.”
Intent is also a big part of it. PCH data is fairly rich and mostly transaction-based. Advertiser and agency clients – PCH works with the likes of OMD, Saatchi & Saatchi and Machine Zone – take advantage of segments tied to PCH ecommerce data, using those segments as the basis to send targeted messages via their own DMP relationships.
“When users convert, we can automatically make a decision about the next step of communication by putting them into a subsegment for email or whatever form makes the most sense, which may or may not be an ad,” Bagdasarian said. “It becomes a back-end decisioning off of the initial media action.”
Former CommandIQ CEO Noah Jessop has already joined the ranks at Liquid as the company’s head of data, where he’ll be helping brand clients apply their own data against the PCH audience.
Jessop will also be spearheading Liquid’s new San Francisco office. Other Liquid offices are scattered across the East Coast, including locations in New York, Boston and Portland, Maine.
Headcount at Liquid stands at 71. Jessop is the only of CommandIQ’s roughly 10 employees staying on as part of the acquisition, which gives the deal a whiff of acqui-hire about it.