Monica C. Smith officially announces the launch of her latest venture, I.Predictus, a web-enabled marketing platform that helps Brands and agencies gain near time sight of omni-channel performance and ROI on DRTV and other channel spend through convergence of big data and results. I.Predictus will officially be unveiled at the ERA in Las Vegas.
In a recent interview, Smith stated, “The I.Predictus model has been a passion of mine for the last decade. It started as a desire to reshape the marketing database environment. My goal has always been on developing a methodology that allows for a truly interactive relationship with a customer. As technology has continued to evolve, it is now possible to translate my concept into reality.” She explained that “After spending three years in the DRTV space, I have found that a massive solution was necessary to elevate the industry, to invigorate the Brands, and to go beyond the mainstream thinking that DRTV is a ‘one and done’ model.
“DRTV is an incredibly small industry, with fewer than 400 Brands buying about $7 billion in media each year. Half of the Brands spend 80% of the dollars. And those dollars are splintered among over 100 services providers and agencies fighting to service the brands. Each vendor has a vested interest in maintaining its siloed approach. Because service providers each have only a concentrated number of clients and replacing a lost client is extremely difficult and painful, they fight tooth and nail to protect their base. Looking at the fractionalized service structure Brands have to engage to manage and execute their business models, I saw an opportunity. The I.Predictus solution unifies the structure and provides the view, the understanding and the analytical framework and mechanism to judge decisions made or missed.
“I.Predictus, as software, provides an unbiased view. It is a technology and reporting tool that looks to identify how and where to optimize media spend, but is not driven by personal pressures or the need to sell anything.”
In walking through her plan, Smith said, “The DRTV industry has reached a highpoint. Today’s consumer is better educated than ever before but still feels that both long and short form direct response are trusted and informed sources for decisions about buying products and services. We have launched this technology platform with a superior group of well respected and successful entrepreneurs, an impressive Board of Directors comprising leading executives in Consumer Brands, Home Shopping, Agencies, Networks, MSOs, Retail and Technology, who provide support and counsel to a talented and seasoned executive team built from technology, agency, and DRTV expert practitioners. Within the next five years DRTV is going to be more than just a one to one environment. It will shift from pushing products to individuals to a model that engenders pulling content by households. Our model will ensure that Brands and Agencies that engage with I.Predictus will be far ahead of the curve and be ready to take advantage of this change in the paradigm.”
I.Predictus is currently interviewing to fill selected positions. If interested to learn more, please contact Monica C. Smith.
For more information about I.Predictus, please set up a time to meet at the ERA show in Las Vegas.
