Digital-marketing companies are rapidly moving to blend information about consumers’ Web-surfing behavior with reams of other personal data available offline, seeking to make it easier for online advertisers to reach their target audiences.
Advertisers say the push could enhance their ability to target ads at specific types of consumers, but it is drawing scrutiny from Congress, federal regulators and privacy watchdogs, who are already concerned about the use of Web-surfing data.
EXelate Media, a start-up that collects and sells Web data on consumers, is set to announce an alliance Monday with Nielsen, the big consumer-research firm. The two firms say that under the deal, eXelate will tie its data on more than 150 million Internet users to Nielsen’s database, which includes information on 115 million American households, to provide more-detailed profiles of consumers.
Filed under: #mktgcloud, Behavioural Targeting, Data, Datarati, Email Marketing, Marketing Automation, Web Analytics | Tags: Behavioural Data, Online Retailers
Whilst retailers continue to focusing on improving user experience in an effort to increase sales, many are still uncertain if they are using customer data to realise these efforts according to SLI Systems’ recent global E-commerce Customer Experience Survey.
The survey found that e-commerce businesses tend to take a siloed approach with applications such as site search, web analytics and email marketing working independently of each other.
Of the 569 online retailers surveyed, only half have integrated various marketing and sales applications, with 68% unsure if they are effectively using the data mined from their various applications.
Full Story: http://www.digital-media.net.au/article/Online-retailers-still-failing-to-utilise-consumer-data/512645.aspx?
Filed under: #mktgcloud, Actionable Insights, Behavioural Targeting, Cloud Computing, CRM, Data, Datarati, Email Marketing, Events, Landing Pages, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Automation, Marketing Cloud, Optimisation, Segmentation, Software as a Service, Technology, Web Analytics | Tags: Ad-tech, Behavioural Data, Trigger based marketing
Come and see us at Ad-tech 2010! We’ve got something very exciting to show our fellow Australian & New Zealand digital marketers.
We will be demoing the world’s fastest growing marketing automation software solution which is used by digital marketers for trigger-based acquisition and retention campaigns.
400+ companies are now running all of their digital campaigns on this solution.
We will show you how you can use behavioural data for micro-targeting and as a result improve your campaign performance, conversion and ROI.
I will also be speaking at Ad-tech on ‘The First Steps with Data – Where are you now and where can you go next?’
Details here: http://www.ad-tech.com/sydney/session_detail.asp?refad=1&session=1327
Follow our tweets throughout this event: Twitter Hashtags will be: #atsyd #mktgcloud #datarati
Filed under: Behavioural Targeting, Datarati, Web Analytics | Tags: Behavioural Data, Genieo, Start-ups
Startup Genieo, which develops personalised home pages, has raised $3 million in seed funding from undisclosed investors. Genieo’s technology automatically discovers the user’s topics of interest when they are browsing and generates a personal home-page with relevant content and personalised news widgets.
A desktop application, Genieo maps and profiles user behavior on computers to determine what content to add to a user’s hompage. Content that is integrated into Genieo’s homepages include favorite websites,news/blog updates, Facebook status updates and Twitter Streams, a Google search bar, videos, and more.
More: http://www.genieo.com/
Filed under: A/B Testing, Actionable Insights, Algorithms, Analytics, Behavioural Targeting, Business Intelligence, Call Centre Data, Cloud Computing, CRM, 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!
More: http://www.datarati.com.au
Filed under: Predicitive Modelling | Tags: Behavioural Data, Netmining, Propensity Modelling
Advertising and marketing’s dependence on technology has prompted Innovation Interactive to spend the past six months integrating a suite of applications and behavioral targeting platform developed by Netmining into offerings from 360i and SearchIgnite.
Netmining measures and analyses browsing behavior, recent and frequent visits, past purchase history, search queries, demographics and a calculated score that the company refers to as “propensity to buy.
“This data is used to craft individual visitor profiles without personally identifiable information (PII), so marketers can reach consumers beyond target segments and tailor ads to each user’s unique interests and point in the purchase funnel.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=111090
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: Behavioural Targeting, Techcrunch | Tags: Acerno, Ad Targetting, Akamai, Behavioural Data, Techcrunch
Akamai wants to branch out of the content delivery business. Today it announced an all-cash, $95 million acquisition of acerno, a subsidiary of database marketing firm i-Behavior. Acerno pools purchasing data from online retailers, who then share it among themselves in an aggregate, anonymous way. So if one retailer sees that people who buy pencils also buy sharpeners, when somebody looks at a sharpener on another site it will know to put up an offer for a pencil. This data becomes more valuable as the connections become less obvious.
Akamai will combine acerno’s purchasing data with its own Web browsing data to offer Websites an even more refined way to target ads. It is blending acerno into a newly created data business called Advertising Decision Solutions.
Investors, though, may question what a content delivery network is doing getting into the advertising business. The stock is down 2 percent on the news.
Filed under: A/B Testing, Analytics, Data, Email Marketing | Tags: Behavioural Data, Email Marketing
As web analytics gains momentum, the question remains, “How do we make it actionable?” An ongoing challenge of the email marketer is translating valuable web data to create more relevant campaigns. Having the ability to take your email marketing/web analytics integration beyond traffic analysis, to gather specific data in real-time on your prospects and customers builds true relationship email marketing.
So where do you start? A highly successful strategy is to use web analytics for gauging the effectiveness of your email marketing initiatives and determining optimisation tactics to improve your overall campaign performance.
Gain Insight Into Customer Behavior
• Audience segment identification: Segment traffic from your e-mail campaigns as well as your website, not just on the initial visit but for every visit. Collecting this data allows you to know the value of each customer as well as their interests. You can then create campaigns specific to those segments
• Conversion Analysis: In depth view of your conversions by campaign as well as identification of abandonment
• Path analysis: Compare your emails path analysis and traffic data to that of your general website audience. Determine whether your email visitors trend more pages visited or revenue generated per order to those of your general traffic
• Behavior tracking and metrics: Measure all behavior associated with an individual or group to determine their reaction to campaigns or behavior once they are on your site.
Behavior to trend can include purchase, registration, or acquisition data
• Closed-loop measurement of your email marketing initiatives: Analyse the effectiveness of your marketing initiatives and their impact on your website traffic
Make Data Actionable
• Consider segmenting your opt-in audience to create campaigns based on their current
visitor history and create dynamic content based on the products viewed or pages visited
• Analyse your form abandonment to determine where you are missing opportunities to
increase your conversion rate. Is there a specific field that is causing the majority of your
abandonment? If so, is this a field that could easily be removed to grab additional low
hanging fruit?
• Are there popular paths that you haven’t incorporated into your email marketing
campaigns? Do many of your visitors travel from one specific path and yet you don’t
include those links in your campaigns?
• Review how your offline and online channels work together.
