MUMBAI: Claria which works in the online behavioral marketing space in the US, has announced that in addition to the launch of the BehaviorLink ad network it is also launching the Web Intelligence Center platform
The new offering for advertisers and publishers will provide insights and data on anonymous consumer behavior that have never before been available. The Web Intelligence Center will provide marketers access to numerous metrics based on consumer behavioral data that will help them better understand consumer behaviour and assist in creating more relevant and targeted advertisements and personalised content.
The Web Intelligence Center is an analytics platform that will help provide publishers and marketers with unprecedented insight and analysis into anonymous consumer behavior across a broad spectrum of the Web, rather than on
a single site or limited group of sites. It will enable advertisers and publishers to have a broader understanding of the interests of their consumer audience; what content users are seeking to meet their information needs; what activities users perform before and after they see an ad - in increments of hours, days, weeks, or months; and how behavior differs between different levels of category usage and/or brand loyalty.
The Center provides both standard and customised reports for advertisers and publishers. One of the reports Usage Intensity provides insight into the quantity of consumer Internet sessions and also the relative quality of those sessions. It answers questions like how many pages were viewed, how long were those sessions and how that compares with other brands in the category. Marketers can gauge if current sessions are of sufficient depth to indicate online purchase and loyalty.
Another report Cross Traffic presents insights into the percentage of a brands audience is viewing the competition, and the percentage of competitive audiences visiting their brand. It provides advertisers with a better understanding of how well they are doing in the marketplace and helps them focus and concentrate advertising on their weaker segments.
Meanwhile the Cross-Browse For Purchasers report shows the browsing behaviour of consumers who made a purchase at a given site, including what other sites in the category they viewed within the 30-day period prior to that purchase. This report provides insight into the browsing behaviour of the online buyer as compared to all traffic to the
brand. Marketers are able to determine what other competitors are in a consumer's consideration set.
The Loyalty report allows marketers to segment their category consumers by loyal, Switchers and Competitive sections. It answers questions like Of those that viewed a given brand's site, what is the scope of their consideration set? The New To Brand Indices index offers a monthly benchmarking of the percentage of ad-driven consumers who view a site that had not been to the advertised site within a prior 30-day period. It gives advertisers a perspective into the performance of their own campaigns to new consumers, as well as understanding how the category performs in trial based targetting.
