Lineate Chief Revenue Officer Elizabeth Gallagher joined host Daniel Litwin to tackle a bleeding-edge trend in retail, media, publishing and more – custom search tools and functionality.

Lineate is a “software development company that builds custom technology solutions for pioneering companies to accelerate growth and revenue.”

In the case of custom search tools and functionality, that means developing tools that help companies of all kinds and sizes “hypertarget” the audiences they want to reach instead of simply hoping their content or product gets in front of the right eyes.

“What used to be, ‘Let’s just use what’s on the shelf and out of the box tools for search’ has become a much higher value [investment],” Gallagher said.

Part of that desire is aimed at meeting consumers’ growing expectations from searches. These days, if one or two searches don’t give them what they’re looking for, they bounce.

That’s led to the concept of “hypertargeting” consumers, leveraging data collected from user interactions, and attempting to satisfy that need for near-instant gratification.

“When you start talking about the massive volumes of data and the different types of data, it feels incredibly overwhelming to most businesses, even sophisticated businesses” she said. “The thing we talk about with all of our customers is, ‘Let’s start small.’”

By starting with incremental changes and finding the “levers” to pull that will have the biggest impact, companies can tailor their custom search functionality and strategy to their unique needs.

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