EverString now lets marketers create their own “lookalike” segments

A visualization in EverString of a lookalike predictive segment EverString is becoming more self-service. The San Mateo, California-based predictive marketing provider has announced the next generation of its Decision Platform, now called the Audience Platform. Its main new feature: the ability for users to upload, say, a list of 20 company accounts that have been good customers, in order to create a “lookalike” segment. In other words, the platform automatically generates a new segment of accounts — with similar characteristics to the uploaded list — that it predicts will also become good customers. Previously, Vice President of Marketing Jim Walker pointed out, the task of creating predictive segments with new accounts involved creating a model of the ideal customer, which required EverString’s assistance and took at least half a day. Marketers can still…


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