Will Scully-Power

Building consumer behavioural data profiles
March 19, 2010, 5:14 am
Filed under: Behavioural Targeting | Tags: ,


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.

More: http://online.wsj.com/article/SB10001424052748703447104575117972284656374.html?mod=WSJ_hps_sections_business


Online retailers still FAIL to use consumer behavioural DATA

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?

Come see us at Ad-tech 2010 in Sydney!

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

Behavioural data start-up raises $3million
December 2, 2009, 12:13 am
Filed under: Behavioural Targeting, Datarati, Web Analytics | Tags: , ,

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/

What do the Datarati do… in 30 seconds?

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

Targeting the ‘Propensity To Buy’
August 6, 2009, 12:34 pm
Filed under: Predicitive Modelling | Tags: , ,

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

Ads Follow Web Users, and Get More Personal
August 3, 2009, 4:58 am
Filed under: Behavioural Targeting, Datarati | Tags: ,


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

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