Meet Marfeel
Privately held and headquartered in Barcelona, Spain, Marfeel is a publisher platform that in the last nine years has expanded beyond mobile experience, adding new innovations like content flowcards and recently Marfeel Compass, a premium analytics product and content intelligence platform designed to help publishers better understand their content and users to deliver more timely, personalized experiences.
We interviewed Alexian Chiavegato, chief marketing officer at Marfeel, to talk about the growth of the platform, its innovative features and what sets the company apart in the highly competitive and rapidly changing digital publishing technology landscape. Here’s what we learned.
Changing the mobile experience
Founded in 2011 by Xavi Beumala and Juan Margenat, the initial idea for Marfeel came as they noticed that most websites merely offered an impractical duplicate of their desktop version when displayed on mobile devices or tablets, often resulting in a frustrating user experience. Beumala and Margenat sought to create a business solution to this problem – a way to seamlessly adapt web publications onto mobile devices for a beautiful browsing experience, without unnecessary apps or plugins.
In just five years, Marfeel was accepted into two startup accelerator programs (Wayra and SeedRocket), completed two funding rounds (receiving $5.5 million in combined Series A and B funding) and won multiple awards and competitions. In 2015, Marfeel became a certified Google Publishing Partner, and the following year announced the company’s partnership with Facebook's Instant Articles.
Today Marfeel reaches nearly 1 billion readers a month, works with thousands of publishers worldwide, and has exclusive partnerships with over 3,000 global ad networks and exchanges. With many of Spain’s largest publishers already as clients, the company continues to gain traction and expand into the U.S., Europe and Latin American markets.
Covering every angle, from action to insight
With the addition of its Compass content intelligence platform, Marfeel has expanded focus to predictive analytics and giving publishers actionability on the data from every angle. Utilizing detailed insights based on current trends and historical data, the platform suggests topics and real-time actionable insights for editorial teams to cover that are most likely to increase traffic. Additionally, Marfeel offers a no-code recommender that takes care of the hassle of setting up and maintaining complex logics, while presenting to the reader a personalized experience based on previous topics, sections and authors that the user has read.
Marfeel’s content “flowcards” help chief and section editors take back control and guide what needs to be promoted by using micro-segmentation capabilities and the same no-code approach. Any admin or member of the whole publisher team can trigger a flowcard to deliver the right content to improve engagement metrics and increase conversions.
Real-time monitoring of Core Web Vitals and technical SEO is also integrated into the platform, providing a fast and easy way to determine where one or many dimensions are failing to pass the required health standards – which can impact how much organic search traffic one receives from Google. This also improves the ability to pinpoint potential issues and prioritize their resolution by impact in the product road map.
Making data the key ingredient to success
Marfeel has earned its reputation for being hyper-focused on mobile user experience, along the way adding new ways to generate revenue and monitor the value of tools like push notifications and predictive analytics.
“We’re rapidly expanding beyond being just a mobile-first company, adapting and adding innovative features, as well as new ways to monitor key metrics that can be immediately put into action,” Alexian explains. “With Compass, the monetization data is now a facet of the whole system, not isolated or stand-alone,” he continues. “So publishers can figure out from audits and in-depth analysis how best to optimize their content and align their goals.”
Inside the platform, users can group or filter by different monetization aspects (e.g. CPM, ARPU, total revenue, unique users, user type, region, etc.), content metrics (topics, posts, traffic sources, traffic medium, page technology, sections, etc.) or add triggers and select delivery by audience segment, subscription level, loyalty funnel or other customizable settings.
What sets Marfeel apart?
An automated, no-code system to deliver relevant, personalized, non-intrusive content gives publishers what they need today to continue to grow and tell their stories. More than just a content block sitting underneath an article on a webpage, Marfeel makes it easy to align and break down audience information into data publishers can turn into actionable success.
Of course, every publisher has their own targets and goals. Whether to generate more revenue, subscriptions or audience engagement, Marfeel can help prioritize and predict what is working and not working for your revenue compared to those goals.
“What’s important is to make sure the goals of the publisher,” says Alexian. “It’s all about helping the publisher's entire team – editorial, product and commercial teams – work in symbiosis to grow their audience and business in the most profitable way.”
So just how does Marfeel do this? Here are some key takeaways:
Marfeel Compass is a complete content intelligence platform
Helps digital publishers better understand and grow their audiences
As well as align the entire organization around the same source data
All data is considered from every angle to make it actionable in real-time or historically
Data around goals presented to highlight and prioritize possible optimizations
Content flowcards and recommender stimulate recirculation of select articles
Decide who sees what content, customizing the experience by each user
Marfeel works on-site. No apps, no widgets, and it’s free to start!
To learn more, please visit marfeel.com.