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Agile Computing Authors: Betty Zakheim, Deep Bhattacharjee, David Dodd, Greg O'Connor, Dana Gardner

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CORRECTING and REPLACING Sailthru Helps Brands Drive Revenue and Increase ROI via Facebook Custom Audiences

Fourth paragraph, third sentence of release (dated August 11, 2014) should read: Following participation in the pilot program JackThreads saw their return on ad spend increase to 6.8 times for dormant buyers and to 7.7 times for lapsed buyers (instead of Following participation in the pilot program JackThreads saw a 6.8x increase in ROAS for dormant buyers and a 7.7x increase in ROAS for lapsed buyers).

The corrected release reads:


Integration leverages Sailthru Smart Data and enables marketers to quickly identify consumers likely to convert and drive revenue through the Facebook Custom Audiences interface

Sailthru, the only customer interest-based automated personalization platform, today announced that it now enables brands to quickly and efficiently connect with consumers with interests similar to those of existing high value customers and audience members via Facebook Custom Audiences.

“We’ve seen great success with Custom Audiences, and this integration is further proof that brands working with trusted advisors - such as Sailthru - have unprecedented abilities to influence their consumers where they are spending most of their time online - both on desktop and on mobile,” said Blake Chandlee, Vice President of Partnerships, Facebook.

This new functionality allows Sailthru clients to target and acquire prospects, build personalized Facebook ad campaigns, and continuously engage their most valuable customers via Custom Audiences. Now, marketers can create Custom Audiences on Facebook in a fraction of the time, improving Return on Ad Spend (ROAS) and increasing customer acquisition and retention in the process.

JackThreads, a Sailthru client, measures social ROI primarily through ROAS. Their highest ROAS for web retargeting before deploying Sailthru’s lookalike engagements using Facebook Custom Audiences was 4-5x. Following participation in the pilot program JackThreads saw their return on ad spend increase to 6.8 times for dormant buyers and to 7.7 times for lapsed buyers. The integration allows JackThreads to granularly segment target audiences, update them more frequently, and track them more closely.

Sailthru’s proprietary interest data and robust individual user profiles make these Custom Audiences especially rich, building upon real-time data, cross-channel behaviors, and granular insight extracted from the Sailthru database. Marketers can target customers based on different data sets to ensure they are reaching the audience with the highest likelihood to engage with the brand. The integration will also make the manual importing and exporting of isolated lists obsolete, saving time and mitigating the risk of error.

“Sailthru believes in personalizing an end-user’s experience wherever that user may interact with a brand,” said Neil Capel, CEO and Founder, Sailthru. “Social continues to be one of the most impactful channels in today’s omnichannel world, delivering reach efficiency and performing 197% better than other channels. With this capability, our clients have a powerful new tool to tap into the information delivered via Sailthru Smart Data and bolster their marketing stack, reaching customers where it counts.”

About Sailthru

Sailthru, the only customer interest-based automated personalization platform, is driving a major shift in how companies engage with their individual customers and optimize their revenue opportunities. Through the automated analysis of large data sets, Sailthru Smart Data generates and delivers personalized, omnichannel digital brand experiences. Sailthru-powered 1:1 relationships with consumers drive higher revenue and conversion for more than four hundred enterprises including Mashable, Rent the Runway, Thrillist/JackThreads, Everlane, Huffington Post and Business Insider.

Founded in 2008 by Neil Capel, Ian White and Chris Chapman and headquartered in New York City, Sailthru is recognized for its industry-leading practices promoting consumer privacy and security by the Online Trade Association (OTA) and is on their 2013 Honor Roll. Sailthru has been named #30 on the annual Inc. 500|5000 list of the fastest-growing private companies including #2 in NY and #6 in the advertising and marketing category. For more information, please visit

Facebook® is a registered trademark of Facebook Inc.

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