Filed under: Actionable Insights, Behavioural Targeting, Datarati, Research | Tags: Bluekai, Digital Behavioural Data, Exelate
Data ownership and retention, and the value of audience data to both advertisers and publishers, was a hot topic in 2009.
So, it will continue to be in the next.
As companies like BlueKai and eXelateactively partner with publishers to collect user data from their sites and sell it through their data marketplaces, marketers can gain greater insight into the Internet users they’re trying to reach.
Filed under: Behavioural Targeting, Datarati, Web Analytics | Tags: Cookies, eBay, Kayak, Expedia, Re-targeting, Re-marketing
Behind the scenes of a recent online shopping trip, Blue Kai , a startup company that collects Internet user data, was tracking when a Web surfer browsed for electronics on eBay, searched for cruises and checked out snowboards. It also tracked when a Web surfer researched Chevrolet sport utility vehicles on auto site Autobytel and priced flights to Durham, N.C., at travel site Expedia.
After collecting that kind of information, Blue Kai groups Web visits into categories of consumers. It then immediately auctions off the data from some of the sites to marketers and Internet companies, which in turn use it for consumer research and ad personalisation.
The Web companies make money for selling the data about visitors to their sites, and Blue Kai takes a cut. The advertiser gets its coveted targeting.
Full Story: http://online.wsj.com/article/SB10001424052748704328104574515423992819230.html#mod=todays_us_marketplace
Filed under: A/B Testing, Actionable Insights, Algorithms, Analytics, Behavioural Targeting, Business Intelligence, CRM, Call Centre Data, Cloud Computing, Data, Datarati, Email Marketing, Lead Generation, Lead Nurturing, Lead Scoring, Loyalty, Marketing Automation, Multivariate Testing, Optimisation, Predicitive Modelling, Segmentation, Software as a Service, Statistics, Surveys, Technology, Testing, Web Analytics | Tags: Behavioural Data, Datarati, Elevator Pitch
I got asked this morning at an Ad-tech event in Sydney what our company ‘Datarati’ does in 30 seconds or less so here goes the elevator pitch:
Datarati helps smart marketers unlock the value of digital behavioral data, by allowing them to execute more personalised and effective email marketing and web personalisation through the use of a marketing automation database (MAD).
Today’s smart data-driven marketers use a MAD to leverage the wealth of demographic/profile data and implicit/behavioural data that online visitors and customers generate as they react to a company’s digital marketing campaigns and interact with its landing pages, microsites and websites.
By centralising all this data into a MAD, marketers can now access and have full visibility into all multi-channel campaign data including:
- Email Marketing data
- Paid Search data
- Paid Display data
- Landing Page, Microsite, Website data
- Social Media data (twitter, facebook, linkedin)
- Telemarketing data (customer service + support)
Why is this so exciting for marketers?
Well today, marketers are living in Excel Hell! They try to collect and collate multiple data sets in Microsoft Excel which are delivered to them by their multiple rostered agencies and or vendors.
With all of these data silios created how can marketers know which channels are most effective in driving leads, opportunities and ultimate conversions/revenue for their organisations?
With a MAD all of this data is centralised into one database where the marketer can execute digital campaigns from end-to-end including:
- Data Segmentation aka List building (Demographic + Behavioural) data
- Email, Form + Landing page creation & execution
- Data Scoring
- Data Nurturing (Drip based Acquisition, Retention, Loyalty Campaigns Campaigns)
- Data Testing / Optimisation
- Reporting & Analytics
- Integration into their CRM database for closed loop ROI reporting & analysis e.g. Salesforce.com, Netsuite, Microsoft, Oracle, Siebel, SAP, etc.
Oh and P.S you need no IT involvement or support as the MAD is delivered as Software as a Service (SaaS) over a web browser 
and payable by the number of records you have in your database.
I speak quickly, so there goes my 30 seconds
Also, we are holding the “DATA”‘ event of the year for all Digital Marketers and their Digital Agencies in Sydney in a few weeks time.
Email me if you’re interested in attending!
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags: Campaign Attribution
In Forrester’s 44-criteria evaluation of interactive attribution vendors, with ClearSaleing, Visual IQ, and Atlas leading the pack.
ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.
Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.
Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.
Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.
Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.
Filed under: Behavioural Targeting, Data, Datarati | Tags: Netflix, Data Prize, Reed Hastings
Three years ago, Netflix released data for this prolific rater and millions of other customers, scrubbed of any names, and offered $1 million to the first person or group to improve the accuracy of their movie recommendations by 10%.
Specifically, the winning team had to come closer than Netflix in calculating how many stars each user would give to a particular flick.
More than 50,000 people registered for the prize and downloaded the Netflix data.
And on Sept. 21, Netflix (NFLX) CEO Reed Hastings handed a $1 million check to the winners, BellKor’s Pragmatic Chaos, a seven-member international coalition.
When elasticity is the name of the game, no other software delivery models rival the power of the cloud.
Wanting the ability to spin up or down its computing capacity, behavioral analytics company Quantivo announced a move to the Amazon Elastic Compute Cloud (Amazon EC2).
More: http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=55458
Filed under: Behavioural Targeting, Datarati | Tags: Behavioural Data, Customer Data
For all the concern and uproar over online privacy, marketers and data companies have always known much more about consumers’ offline lives, like income, credit score, home ownership, even what car they drive and whether they have a hunting license.
Recently, some of these companies have started connecting this mountain of information to consumers’ browsers.
The result is a sea change in the way consumers encounter the Web. Not only will people see customized advertising, they will see different versions of Web sites from other consumers and even receive different discount offers while shopping — all based on information from their offline history.
More: http://www.nytimes.com/2009/07/31/business/media/31privacy.html?_r=2&ref=technology
Filed under: A/B Testing, Behavioural Targeting, Testing | Tags: Display Ads, Dotomi, Multivariate Testing
Web ads are getting smarter and smarter. Dotomi, a Chicago interactive agency, announced a new multivariate testing methodology yesterday for banner ads. It follows Web users around to determine which ads ultimately work best — not to make users click, but to persuade them to buy.
Dotomi COO Ken Treske says clients saw anywhere from 5 to 15 percent improvement in customer conversions, on average, by incorporating the methodology into their campaigns, and some saw bumps as high as 47 percent.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting | Tags: Behavioural Targeting, Display Ads, Quantcast, Quantcast Media Program
In a test of the viability of small online-ad companies, Quantcast has launched a new online ad-targeting service that is being closely watched by advertisers and investors.
Quantcast, a high-profile San Francisco start-up, is one of dozens of young companies helping broker targeted display ads — which typically contain both text and images, and are aimed at audiences selected for such characteristics as age, income or even probable personality traits.
Some of these start-ups sell targeted ads directly on behalf of media companies and other Web publishers. Others — like Quantcast — provide data to help companies, such as General Electric’s NBC Universal and Time-Warner’s Time Inc., sell targeted ads on their own.
Investors have poured millions of dollars into the fledgling businesses, hoping to discover the next Google or Yahoo that could change the way ads are sold online.
More: http://online.wsj.com/article/SB124684239585598449.html?mod=dist_smartbrief
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Privacy | Tags: Behavioural Targeting, House of Representatives, Online Advertising, Privacy
On Thursday, the House of Representatives subcommittees on communication and consumer protection plan to hold a joint hearing to discuss online advertising and privacy.
The lawmakers will hear testimony from online giants like Google (GOOG - news - people ), Facebook and Yahoo! ( YHOO -news - people ), as well as privacy advocates.
The digital advertising industry will be watching for signs that Congress is preparing regulation that could limit so-called “behavioral advertising,” the fine-grained ad-targeting methods used by companies like Google property DoubleClick and Microsoft (MSFT - news - people ) unit Aquantive.
More: http://www.forbes.com/2009/06/17/online-advertising-privacy-technology-security-congress.html
