Will Scully-Power: Managing Director, Datarati


Google invests in predictive analytics company

Google has invested in a startup company that claims to be able to predict the future.

The company’s investment arm, Google Ventures, has sunk an undisclosed sum into Recorded Future, a Cambridge, Massachusetts-based startup that “offers customers new ways to analyze the past, present and the predicted future,” according to a new Google VenturesWeb site that went live on Monday.

Recorded Future’s own Web site doesn’t list any products for sale, but the company appears to have developed a data analytics technology that could be used to try to predict future stock market events or even terrorist activity, according to blog posts and videos on its site. The technology looks at how frequently an entity or event is referred to in the news and around the Web over a period of time, then uses that data to project how it might behave in the future.

More: http://www.nytimes.com/external/idg/2010/05/03/03idg-google-invests-in-firm-that-tries-to-predict-the-fut-33218.html



Facebook data mining for credit card applications
May 5, 2010, 4:53 am
Filed under: #mktgcloud, Analytics, Datarati, Privacy | Tags: ,

Data mining is now one of the biggest minefields facing the young.

Party antics and examples of extreme behaviour posted for fun now on Facebook and other social networking sites are set to become ghosts that haunt individuals when they try to get credit, homes or jobs as adults.

That’s because lenders, employers and landlords are increasingly using complex data mining tools to capture all the publicly posted data we supply to Facebook, Twitter, Flickr and any other social media network or blog to build data-rich profiles of our privates lives, internet privacy experts say.

More: http://www.smh.com.au/technology/technology-news/the-terrors-of-twittering-growing-up-in-an-unexploded-data-minefield-20100505-u8rk.html



Data Usage & Control
May 5, 2010, 1:46 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Marketing Cloud, Web Analytics | Tags:

Advertising is a vital component of online media.  Advertising, and more specifically interactive advertising, funds content creation and distribution and allows for a richer media experience for the consumer.  How is interactive advertising able to provide relevant ads and tailored content?   Data.  Data, information about online events or user activity, has created new opportunities and corresponding challenges.

Although consumer data has been collected offline for decades by catalog companies, direct marketers and other advertisers to create targeted advertising, information about online user activity is a relatively new and very promising resource. As the value of collecting, aggregating and analyzing data has become more broadly realized and the technology used to collect data has become more sophisticated, new questions have arisen in the industry.  Who may collect data, how data can be used, how to compensate for the transfer of data and how to continue to protect consumer privacy are among the most pressing industry issues.

Consumer concerns regarding data collection are considered paramount by the interactive advertising industry.  Although the interactive advertising industry is resolutely committed to consumer protection, consumer protection is not the focus of this document.  For detailed information regarding consumer privacy, please see the IAB Privacy Principles, OBA Privacy Principles and the IAB’s “Privacy Matters” campaign.

It is the aim of this document to address and help resolve the contractual and competitive challenges that surround data usage and collection within the interactive advertising industry.

In 2009 the IAB assembled industry leaders from branded publisher sites, ad networks and data companies to create the Data Usage and Control Taskforce (“Data Taskforce”). The Data Taskforce has the following objectives:

  • Create a comprehensive lexicon of interactive advertising data definitions
  • Outline the mechanics of interactive advertising and data collection and identify the parties currently participating in the industry
  • Establish the point of view for the selling community – the publishers, advertising networks and others who sell interactive advertising – regarding usage, control and valuation of data
  • Communicate this point of view throughout the advertising ecosystem, which includes advertisers, agencies, data aggregators, publishers and advertising networks
  • Establish a set of industry best practices for data usage and control

The ultimate goal of the Data Taskforce is to define the data landscape as it exists today and to recommend industry best practices to guide the collection and use of data by all parties in the marketplace, consistent with the laws and regulations and the self-regulatory standards that apply. The Data Taskforce believes adoption of these best practices will greatly reduce the uncertainty and confusion that currently exist and will help educate the marketplace on acceptable corporate behavior.

DOWNLOAD HERE: http://www.iab.net/media/file/data-primer-final.pdf



Nielsen acquires video analytics firm GlanceGuide
May 5, 2010, 1:22 am
Filed under: #mktgcloud, Datarati, Video, Web Analytics | Tags: ,

Analytics and audience measurement giant Nielsen has acquired video analytics company GlanceGuide. Terms of the deal were not disclosed.

GlanceGuide’s analytics and measurements provide insights into how consumers interact with the video they watch online. GlanceGuide’s analytics have been already been integrated into Nielsen’s online video measurement tools to “deliver more actionable daily insights to media publishers, agencies and advertisers.”

More: http://techcrunch.com/2010/05/04/nielsen-acquires-online-video-analytics-company-glanceguide



Tracking the value of each site visitor
May 5, 2010, 1:18 am
Filed under: #mktgcloud, Datarati, Web Analytics | Tags:

Social media monitoring firm Sysomos is launching a new service for marketers to measure the dollar value of each person who visits their company’s website.

It is called Sysomos Audience (currently in private beta). Sysomos Audience is an analytics tool which at first looks similar to Google Analytics, but with one big difference: it goes beyond measuring visitors directly from referring sites and tries to determine where else a visitor has been on the Web, including competitor’s sites, blogs, and social media sites like Facebook, Twitter, and YouTube.

It then estimates the ROI of each visitor by putting a dollar value on each one based on the other sites that person has been to recently.

More: http://techcrunch.com/2010/05/04/sysomos-audience/




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