User Behaviour Marketing

Common problem: Client wants to market product online, and the most amazing media planner produces the most amazing media plan and the creative agency the most amazing banners, emails and so on, and the Google guys the most amazing search campaign, and still: no one clicks to the client’s page, and no one registers for [...]

Result: Client blames it on creative and media agency, and we tell the (online) publishers off and tell them no more budgets unless they find the right users for our client’s products, oh and by the way: Make them buy it right away!

Obviously, it’s about match making, almost like in real life (I like blondes ). If we could predict, what kind of user is going to what kind of website, and then enable the online publisher to show RELEVANT ads to the user online?

With a new functionality added to ‘Brand Central’ recently, we started to profile unique users accross the Middle East and monitor their individual user behaviour online. So far, approximately 6.8% of the ME internet community has been identified and their online behaviour recorded. We are able to pull from the databases in real time any relevant information to advertising, e.g. what ads the user has been exposed to, on what ads did the user click and most importantly, what post-click action such as browsing client’s website or any e-Commerce related actions were undertaken by the user.

Big brother is watching you…experience it yourself and check out http://brandcentral.flipcorp.com/ub/

comments

dotone
November 25th, 2005 at 8:36 am
Now this is an interesting subject. I’m a big fan of user-science. You guys have done a real neat job on this, I just checked the BC demo page, I must say it’s impressive.

You guys must’ve heared about 43things.com. They run a huge social networking system that people share everything they wanna’ do in life, like things they wanna’ buy, places they wanna’ go, n etc… Amazon is playin’ it right right now and trying to have deals with 43things.com to use all that data and match accounts with 43things. Now that’s massive, yeah you guessed it. They’re actualy buying the user habbits, behavior, and all the demography in a legal and a professional way.
Martin Diessner
November 26th, 2005 at 6:15 am
thx for the comment, very interesting. 43things.com is really personalized, whereas our UB strategy is anonymous - we just monititor. I thing the real advantage here is that so many people use BC - which allows us to do these things.

In any other market, that approach is impossible, unless you own the publishing industry or are a big network. Amazon, Yahoo and other big players could have done it potentially right, and still might do it their way.

We will hopefully publish some data in early 2006 how the UB project goes…its just massive data, talking 3-4 million impressions per day, millions of unique users already (approx 3 profiles recorded, rest in backlog) and just simply not enough server space, constantly upgrading .
AdSense Money Maker
April 10th, 2007 at 5:07 pm
AdSense Money Maker…

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shiva
November 26th, 2007 at 2:10 pm
excellent…

thought # 199

After growing wildly for years, the field of computing appears to be reaching its infancy.

Author : Martin Diessner

My passion is obviously my job @ Flip. Trying to balance this by running, mountain + road biking and here and there a game of squash. Favourite destinations: Asia all over the place, and little hide-out in Cyprus and heart beating for Cape Town. Music: Whatever fits on my iPod, and definitly a full collection of U2.

Published
November 4th, 2005 at 5:59 pm

Flip Media