Tue Feb, 2012 by Derek Mehraban
Adku is a firm that has been under the weather since it launched 18 months ago. Backed by other mobile advertising leaders, Adku has been using big data to provide more personalized service to customers of eBay, Amazon and Zappos. Monday morning it was announced that Groupon had purchased Adku.
It is not a surprise that Groupon sees a more personalized service as the future for ecommerce. What is not known about this acquisition is the extent or even what project the Adku team will be integrating into. Groupon is not alone in this hunt for more personalized service. Google Offers and Amazon Local are both making waves in these waters.
Participation with these services will become more and more lucrative for the digital firm. There is still some concern about over-saturation, but these services seem to have enough people consulting their recommendations that they remain lucrative. An increasingly personalized service based on past preferences and patterns will only draw out more conversions.