Mobile marketer Kahuna adds Locales tool for language and location targeting


Mobile marketing platform Kahuna is adding another layer for mobile targeting.

The Redwood City, California-based company announced today the launch of Locales, which allows a marketer to target users in a segment by any number of languages, and then to send up to five messages in each language per campaign.

Locales also enables location-based and time-zone targeting that does not rely on geo-fencing, which some users find objectionable because of its geo-tracking. Time zone and device language are pulled from the settings on the device, and location is inferred from other tracking data, such as last store visited.

The messages and other marketing are optimized for the time and frequency that deliver the best response rates, using the platform’s machine learning through its existing RevIQ capability.

Senior Vice President of Product Mihir Nanavati told me that Locales’ key feature is the ability to send up to five messages in five different languages to the same segment of users in the same campaign, which previously would have required five different campaigns.;

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