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Parllay’s tools include a semantic knowledge graph that shows the relationship between social content, allowing users to see and explore related content.
Tarek Najm, Parllay CEO.
Tarek Najm, Parllay CEO

A new startup called Parllay, based in Kirkland, Wash., and run by a former top Microsoft advertising executive, launched its first products today, with the goal of helping companies identify and leverage trending content to drive sales of their own products and services.

Parllay is aiming to provide an all-encompassing social marketing solution to companies that would otherwise use a collection of online products and social tools for the same ultimate purpose. The new products include Parllay Studio for identifying and repurposing social content; and Parllay Channels for building social hubs, with integrated loyalty marketing and e-commerce.

Parllay CEO Tarek Najm was a distinguished engineer and technical fellow at Microsoft who launched and led the Microsoft Online Division’s data mining and business intelligence systems, in addition to the Microsoft adCenter system.

The idea is to help companies “cut through the social clutter and establish meaningful relationships with their customers and build branded communities at scale,” said Najm in a statement. “As a team of former data mining, advertising and knowledge engineering executives, we saw an opportunity to usher in a new wave of products to close-the-loop from content discovery and marketing to merchandising.”

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