RSS usage is rapidly growing: iRSS fingerprinting technology makes RSS feeds personalised, customised and statistically analysable.

artegic pres­ents its new ver­si­on of the ELAI­NE iRSS mar­ke­ting ser­ver at the Mai­ling­ta­ge expo 2008.

Brow­sers, per­so­nal lan­ding pages, pod­casts or wid­gets – more and more app­li­ca­ti­ons use the stan­dar­di­sed XML for­mat RSS for the exchan­ge of infor­ma­ti­on. The­re­fo­re, the num­ber of peop­le which can be reached through the con­scious or uncon­scious usa­ge of RSS via this chan­nel is rising. Accord­ing to a cur­rent stu­dy from Ave­nue A/Razorfish, more than 50% of online users are alrea­dy using RSS, whe­ther kno­win­gly or unkno­win­gly. So far, tho­se users were unknown and could hard­ly be tar­ge­ted for mar­ke­ting pur­po­ses. Busi­nes­ses the­re­fo­re are loo­sing out on important infor­ma­ti­on regar­ding accep­tan­ce and usa­ge of their RSS offers, as well as pos­si­ble cus­to­mi­sing of RSS feeds to their spe­ci­fic sub­scri­bers. So, try­ing to mar­ket RSS offers wit­hout kno­wing the coverage and suc­cess rates pres­ents dif­fi­cul­ties.

The online direct mar­ke­ting soft­ware ELAI­NE, the first stan­dard soft­ware for 1:1 RSS mar­ke­ting, opens up a new fron­tier of pos­si­bi­li­ties. This new soft­ware solu­ti­on will be pre­sen­ted at the Mai­ling­ta­ge expo 2008 in its new and exten­ded ver­si­on. ELAI­NE allows the indi­vi­du­al, cus­to­mi­sed, per­so­na­li­sed and com­ple­te­ly mea­sura­ble sup­ply of RSS feeds. This new release demons­tra­tes impro­ved admi­nis­tra­ti­on of tho­se feeds from exter­nal sources, such as con­tent manage­ment sys­tems, as well as iRSS fin­ger­prin­ting tech­no­lo­gy for user reco­gni­ti­on. The sys­tem is now able to link exis­ting RSS feeds, pro­vi­ding them to each sub­scri­ber accord­ing to their indi­vi­du­al inte­rests and new­ly com­po­sed. Via a pre­ci­se usa­ge mea­su­rement, user activi­ty, click-throughs, inte­rests and con­ver­si­ons can be mea­su­red, allo­wing for future com­po­si­ti­ons of feeds in the form of user pro­files.

“ELAI­NE iRSS unlocks the popu­lar RSS con­cept for its app­li­ca­ti­on in mar­ke­ting” says Ste­fan von Lie­ven, CMO of artegic, “Valid state­ments about coverage, user per­for­mance and suc­cess of RSS feeds can be made and the con­tent can be pro­ces­sed and opti­mi­sed for spe­ci­fic tar­get groups.”

You can try the ELAI­NE RSS ser­ver live at the Mai­ling­ta­ge expo in Nur­em­berg on 18 and 19 June 2008 at the artegic AG stall (hall 4/4-711).

RSS (Real­ly Simp­le Syn­di­ca­ti­on) is a collec­tive term for plat­form-inde­pen­dent XML-based data for­mats for the exchan­ge of con­tent. RSS is main­ly used for the sup­ply of web­site news, which can be cal­led up auto­ma­ti­cal­ly with com­mon brow­sers and spe­cial RSS access pro­grams wit­hout having to access the web­site direc­t­ly. As a simp­le for­mat, RSS is used in more and more new app­li­ca­ti­ons for the auto­ma­ted sup­ply of infor­ma­ti­on. A com­mon app­li­ca­ti­on is pod­cas­ting, whe­re MP3 audio files are dis­tri­bu­t­ed as con­tent.