eBay Announces Enterprise Commerce Marketing Platform

Chris CrumeCommerce

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eBay is readying a product called the eBay Enterprise Commerce Marketing Platform, which will reportedly combine various other platforms, including those it picked up in its 2011 acquisition of GSI Commerce.

That deal was for $2.4 billion, and was a play by the company to cement itself as a leading strategic global commerce partner of choice for retailers and brands of all sizes.

eBay Enterprise President Craig Hayman writes on the company's enterprise blog, "We evaluated our existing demand-generation technologies to see how we could make them more efficient, more effective and easier to use. And we found a brilliant strategic partner in FICO, a leading predictive analytics and decision-management company."

"Together, we designed and built the eBay Enterprise Commerce Marketing Platform," he adds. "This omnichannel demand-generation suite includes a robust mix of planning, management and analytical tools, fully integrated with best-in-class demand-generation solutions."

According to a report from AdAge, eBay intends to have clients migrated over to the new platform by the end of March after making it available in the first quarter. The report says:

The platform, which sits on a DMP, will allow clients to combine their own proprietary data with third-party data and information from eBay itself, and could be used for things like website optimization and social- media ad retargeting based on previous product views. For example, a retailer could match its email list to eBay registration data, then connect that matched ID to a mobile device or online cookie to aim display ads at customers who don't open emails.

Mr. Denton [Steve Denton, VP of marketing solutions for eBay Enterprise] said eBay would not tap into any data flowing through the enterprise commerce platform for its own purposes. "Your data as a client is your data," he said.

According to eBay, the new platform will enable you to optimize offers and spend across all channels, act on knowledge of value/timing of "each step of the customer journey," and utilize eBay's own insights.

I'm sure we'll be hearing plenty more about this in the coming months.

Image via eBay

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.