Georgia resident Andy Morar is in the market for a BMW. So recently he sent a note to a showroom near Atlanta, using a form on the dealer’s website to provide his name and contact information.
His note went to the dealership—but it also went, without his knowledge, to a company that tracks car shoppers online. In a flash, an analysis of the auto websites Mr. Morar had anonymously visited could be paired with his real name and studied by his local car dealer.
Read the full Story here: http://online.wsj.com/article/SB10001424127887324784404578143144132736214.html
Filed under: #mktgcloud, Behavioural Targeting, Marketing Automation, Marketing Cloud, Revenue Performance Management (RPM)
Filed under: Algorithms, Analytics, Behavioural Targeting, Business Intelligence, Datarati, Web Analytics | Tags: Obama
Some of the millions of dollars raised by President Barack Obama’s reelection campaign could be used to build one of the most innovative internal data operations ever for a political campaign. Obama for America has been hiring data quants, and recently posted job openings for predictive modeling and data mining analysts, along with state data directors. The strategic approach to data inside the campaign could help it better integrate offline and online data gleaned from social media and other online interactions.
OFA is developing an in-house Analytics Department to be based at the Chicago campaign headquarters. Staff there will work with state data directors to be based in several states, according to a job posting on the OFA site. The Chicago office will also have data desks responsible for various regions of the country.
The campaign is also seeking predictive modeling and data mining analysts who would be responsible for developing statistical and predictive models to assist in digital media, as well as for fundraising and other media. The analysts will be expected to have experience with digital media, online advertising data, Nielsen, and Arbitron data, in addition to text data. The job description, posted on data mining resource site KDnuggets, notes that text mining and social media analytics “is a plus.”
“It points to an extraordinarily high level of data integration inside the Obama campaign,” said Alex Lundry, VP and research director at TargetPoint Consulting, a microtargeting and data mining firm that works with Republican candidates and organizations, including the Republican National Committee, Mitt Romney’s 2008 presidential primary campaign, and John McCain’s ’08 presidential campaign. “It’s a much more holistic view of the voter from a data perspective, and you don’t see many GOP candidates doing that,” he added.
In a quest to accelerate the business of targeting ads to consumers based on information about them, advertising giant WPP PLC plans to announce on Monday the launch of a new company that links its ad-buying technologies with a vast database of consumer profiles.
Called Xaxis, the new company will manage what it describes as the “world’s largest” database of profiles of individuals that includes demographic, financial, purchase, geographic and other information collected from their Web activities and brick-and-mortar transactions. The database will be used to personalize ads consumers see on the Web, social-networking sites, mobile phones and ultimately, the TV set.
IAB Australia today announced that The Nielsen Company has been appointed the sole and exclusive preferred supplier for the provision of online audience measurement services in Australia.
The appointment which is for an initial two-year term, follows an eight month tender and review process which was strongly supported by the MFA and AANA and overseen by TressCox Lawyers
With the endorsement of Nielsen Online Ratings, IAB Australia is identifying people-based metrics, as opposed to browser-based, as the best and preferred online audience measurement system for the Australian online advertising industry.
This will allow online to be measured comparably with other media in addition to providing online reach and frequency analyses comparable with traditional media schedules; and will set a platform for true cross-media measurement with other channels and devices, including mobile devices.
Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Cognitive Match
The funding announcement coincides with recent moves for Cognitive Match CEO Alex Kelleher and the company’s SVP of Global Sales, Mike Harris.
Both men recently relocated from London to New York to more efficiently attack the ultra-competitive North American market.
Cognitive Match, which offers in display ad and onsite predictive targeting solutions, also recently announced that it has hired Dave Burgess, formerly Chief Architect of Yahoo!’s Advertising Solutions, as their new CTO. More about the management team here.
Founded in 2009, Cognitive Match’s solutions are used by clients like Financial Times, AOL, Net-A-Porter, Steve Madden and JustGiving to maximize visitor engagement, conversion and revenue from their digital marketing activities.
In what is one of the most significant and broad collaborations within the marketing industry to date, the Australian Digital Advertising Alliance of which ADMA is a part, has today released the Australian Best Practice Guideline for Online Behavioural Advertising and thewww.youronlinechoices.com.au website.
The Guideline has been developed by leading industry associations and industry participants to set a best practice framework for organisations engaged in Third Party Online Behavioural Advertising.
The Guideline is a voluntary industry initiative, however many of the participants including Adconian, Digital Ten, Fairfax Digital, Google, Microsoft, News Digital, NineMSN, Sensis Digital Media and Yahoo!7 have already come onboard as launch signatories.
The Guideline and website are seen as essential moves to improve transparency and consumer awareness of online behavioural advertising practices to protect the industry from unwanted and unnecessary regulation.
Members are invited to register for an ADMA webinar on Friday 25 March which will walk through the Guideline and what it means. Individual company briefings and further assistance can also be arranged by contacting ADMA’s Director of Corporate and Regulatory Affairs.
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Segmentation | Tags: Demographic Data
In a move to boost revenue from sources other than ticket sales, Irish budget airline Ryanair Holdings PLC is teaming up with a travel-media company to sell targeted advertising aimed at passengers booking and checking in online.
London-based Ink, the world’s largest producer of in-flight magazines, is working with Ryanair to offer ads that can be customised according to a traveler’s route and demographic data. The ads will appear online and on home-printed boarding passes.
Many airlines do similar things, but the Ink’s approach aims to tailor pitches much more precisely to an individual traveler to generate higher ad rates.