eBay Enterprise is unifying its piecemeal commerce platform into an integrated marketing suite designed specifically for its commerce clients.
eBay built the platform in partnership with FICO, a company with well known credit score services and apparently lesser known data and analytics services.
Drawing from technologies acquired through various acquisitions, particularly its $2.4 billion buy of GSI Commerce, eBay said the new DPM-based platform will enable marketers to drive and optimize one-to-one commerce at scale.
More specifically, the platform is said to allow clients to combine third-party data and information from eBay with their own proprietary for use in areas such as website optimization, ad targeting and customer rewards.
When eBay bought GSI Commerce for its enterprise division back in 2011, one of the major goals of the deal was to put eBay on more level footing with Amazon, especially in the areas of e-commerce fulfillment and online marketing services. eBay has consistently called itself a partner to traditional retailers, not a competitor like Amazon, and the launch of the commerce platform reiterates that message.
"Thanks to our commerce heritage, eBay Enterprise is uniquely positioned to provide deep insights into consumer engagement with brands while providing truly actionable insights that can’t be found anywhere else," said Mark Kirschner, VP and CMO of eBay Enterprise. "The combination of commerce insights and analytics allows marketers to better predict consumer behavior, optimize ROI throughout the life of campaigns and relevantly address individual consumer needs."