Posts tagged "behavioral analytics"

Google Analytics Now Tracks Silverlight Content

How would you all—including non-techies—like to be able to track how users interact with your Silverlight content? Well, now you can. Google Analytics has officially integrated into the Microsoft Silverlight Analytics Framework.  

Drag and Drop

It sounds fairly simple. Using the Google Analytics component, designers will be able to drag and drop icons for tracking the number of interactions on a design element. Then, within Google Analytics, they can segment and compare the difference in behavior between users who interacted and those who didn’t.

Tracking features supported include event tracking, pageview tracking and custom variables.

Why Google Analytics?

“One of the core principles of Google Analytics has been to democratize the utility of the web analytics tool, and to open up the platform with an API,” wrote Nick Mihailovski of the Google Analytics API Ttam on their official blog page. “This enables developers to innovate new uses of Google Analytics to help analysts, marketers, and executives make better data-driven decisions. Since we launched Google Analytics, developers have extended the product to track Flash/Flex and recently Android and iPhone Devices.”

The announcement was made at this year’s MIX10 conference, which saw a lot of focus on the new Analytics Framework for Microsoft's RIA technology in general. Designed to support data collection modules online or off, the framework parties with more than just Google, too.

"We also wanted to support multiple analytics services simultaneously," said Michael Scherotter, principal architect of the framework. “Multiple analytics vendors hooking into an application using different mechanisms can interfere with performance and appear as glitches to end users,” he explained.

We're not surprised to see Google at the front of the line for a next-generation solution such as this, and we expect similar announcement from companies like Webtrends and Omniture in the near future.

Mochila and Netseer Bring Concept Based Advertising to Web Content

What do you get when you combine premium content with user intent? A partnership between Mochila (site) and Netseer that seeks to deliver content-based ad units that are tailored more accurately to the user’s immediate needs than ads targeted by context keywords.

The Partners

Mochila is best known for their massive online media marketplace that allows publishers access to quality photos, video and content. With more than 1,500 top-tier distributors, Mochila works to broaden a brand’s reach, while creating large-scale advertising opportunities. Supported by deep-dive metrics, an approach that is 100-percent customized and known for their short-term/high integration effort, advertisers can run ads within certain content categories like specific publisher or by keyword.

Netseer, by contrast, employs ad solutions that are based on a concept matching technology rather than keyword match or popularity ranking. Claiming that “keywords in isolation fall short of understanding the full intent of the user while popularity ranking may obscure the subject the user is interested in,” Netseer seeks to understand the user’s interests or intent in real time.

The Partnership

Through a strategic agreement with NetSeer, Mochila has licensed NetSeer’s concept-based advertiser and publisher solutions. This means that ad-supported links can be both conceptually relevant to a site and linked to associated search ads, which can further engage prospective brand advertisers.

Being able to integrate NetSeer’s unique scientific approach so that Web-derived “concepts” can be identified, Mochila will apply those concepts to its Ad Impact Platform (AIP), ultimately seeking to enhance its ability to deliver relevant ads within targeted content.

The Result

By taking traditional targeted advertising and adding new contextual and behavioral elements, concept-based advertising is poised to bring new benefits to what Mochila calls the “online advertising ecosystem.”

And while advertisers and publishers can better monetize their content, consumers can benefit as well, by being able to receive relevant and useful information to supplement their online user experience.

Effective Measure: Another $4 Million for Web Analytics

Well, it looks like Web analytics is making the headlines just about everywhere this year. Australian startup Effective Measure, for example, just raised US$ 4 million in a first round of funding from Rho Ventures.  

The company offers digital Audience Measurement, website rankings, internet demographics and media planning tools for publishers, agencies and digital marketers. Basic capabilities include:

  • Generate site, publisher and category specific search keyword and phrase reports to understand visitor intent.
  • Insight into web, mobile and console usage across all publishers & websites, including full support for IFABC and IAB metrics.
  • Insight into trends and consumer behavior.
  • ClickStream analysis reveals usage patterns among publishers, websites and site content areas. Understand shifts in the audience for publishers and websites over specified time periods. .
  • Drag and drop data onto the work space and organize it to suit your clients reporting needs. Build a report once, from scratch or a template, then either schedule or run the report on demand.

effective_measure_diagram_interface.jpgEffective Measure interface

New Money

"We are delighted to have venture capitalists of this caliber and depth able to come into our startup and help us build the company," said Scott Julian, CEO and co-founder of Effective Measure. "These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to Web publishers and advertisers alike."

Meanwhile, David Carlick, venture partner at Rho Ventures, will join Effective Measure's Board of Directors. Carlick's previous experience involves a heavy load of digital media and marketing, with board status at companies like Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

"We are excited to be involved with this talented team, in this emerging set of markets," said Carlick. "The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for that growth in the markets we serve."