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Personalization - MarketingRev - Tech News for Marketers

Archive for the 'Personalization' Category


October 28th

Nuconomy: Site Analytics for the Social Web?

Alex

Measuring the Social Web has long been a royal pain, what with Flash, AJAX, RSS feeds, and other slivers of content mashed and remixed into a trail that even Sherlock Holmes might have trouble parsing. NuConomy, an ambitious Site Analytics startup launched in 2006, aims to restore some analytical rigor to the Social Web. TechCrunch and others have blogged it already but it merits a look.  The company opened up for public use today a suite of free analytics tools. If they can deliver on what they promise, then Nuconomy could set a new standard in Web analytics and offer a killer challenge for Google Analytics, not to mention Omniture and others. Here’s a rundown of what it promises, which is a lot. (P.S. – typo on the F.A.Q.. page, marketing team)

-proactive analytics automates the tedious chores of slicing and dicing data and building customized reports.
-promises an “intelligent” data mining engine to continually monitor every aspect of site traffic and user behaviors and automatically highlight the most important things to make businesses better. (data can be retrieved onsite or via email/RSS feed)
-promises to catch formerly elusive but critical data like changes in commenting trends for a particular segment of viewers, etc
-says that companies without dedicated site analyst geeks can now fire its analyst geeks and be unfraid (sorry, analysts)
-claims its metrics measure the social elements of digital media, including Flash, AJAX, and Silverlight applications, along with page views, uniques, and other traditional analytics
-combines and packages multiple flavors of insights into real world behavior on the web (comments, ratings, video plays, sharing links, purchases)
-allows “publishers, advertisers, and business executives to finally see the people behind the numbers (???) and measure the engagement, or lack thereof, in order to cultivate relationships and brand interactions, optimize social media programs, and better monetize ads and e-commerce offerings.” A mouthful but it means mo’ money.
-Builds rich behavioral profiles, or interest maps, for each user by tracking site-level activity for individuals (would be interested in hearing more about how they plan to do this)– such as who is posting comments on bikes or sharing music recommendations with friends.
-This level of detail gives publishers a deeper understanding of user behavior so they can optimize their sites and marketing messages for different audience segments, even different individuals (I find this hard to believe – I regularly move between four computers – how would it work?)
-“features a two-way API that dynamically changes sites based on current metrics and insights, including the ability to show ads or push specific content relevant to a user’s interests.”
-easy to use with plug-ins for tracking users and traffic in WordPress, Movable Type, Community Server, and dasBlog
-partners include Technorati, Microsoft, Six Apart, Pioneer, Kaltura, and Federated Media. (heckuva partner list).
-register for free.

Video analytics and actions spurred by ineractions with widgets are other things NuConomy is offering. It’s a whole lotta package for free. If anyone out there is using it and already has an opinion, feel free to post.

Category: Analytics, Optimization, Personalization, Syndication, social media | 3 Comments »

July 17th

Loomia Signs Deal to Provide Personalization for WSJ

Christopher Kenton

LoomiaLoomia is one of a number of fast-moving companies in the ultra-hot marketing technology sector known variously as Optimization and/or Personalization. The companies in this complex sector have differing approaches and technologies, but the concept is to analyze traffic and user behavior on your Web site and to use the data as a real-time input for dynamically tuning the content on your site to better serve and retain users. There are a number of tangents and angles off this central concept that different companies specialize in. Loomia’s specialty is providing product and content recommendations based on both explicit user preferences like ratings and implicit preferences based on where users go on your site, what they spend time on, and what they buy.

Loomia has a great graphic on their site that demonstrates their process, which they’ve given permission for me to post here to better explain what they do.

This space is continuing to heat up due to the effectiveness of optimization technology for tuning content to help user find things they want. It relies on the “wisdom of the crowds” to understand what people are interested in and to constantly tune content accoringly, rather than relying on the subjective opinion of an expert or editor which can only be updated in time-consuming content management cycles. Many companies are claiming substantial increases in time-on-site, conversions and close rates for online sales by using optimization, personalization and recommendations technology. Loomia claims an algorithm advantage over competitors like Aggregate Knowledge and Baynote by being able to drive personalization and optimization on a much smaller sampling of data, meaning faster time to relevant recommendations for users.

The big win announced by Loomia yesterday is a deal with the Wall Street Journal to provide content recommendations for WSJ readers based on preferences of other readers.

Recommendations provided by Loomia will appear in a module next to WSJ.com articles, under the header “People Who Read This…Also Read These Stories.” These recommended articles are based on a user’s current reading as well as their past behaviors around related content on WSJ.com, such as time spent or printing an article. These behaviors are matched against other users who share similar interests, generating article suggestions that are more relevant and personalized.   

The full release is available on Loomia’s press page.

Category: Optimization, Personalization | 1 Comment »