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In US, eXelate Launches maX Data: Adaptive Audience Segment, Custom Built on Campaign-by-Campaign Basis

Proprietary modeling algorithms and massive data cloud of unique signals combine to deliver 3x-5x performance lift for clients

New York, NY (February 13, 2012) – eXelate, the leading data and analytics engine powering optimal digital marketing decisions, today announced the launch of maX (modeled audience eXtension) data™, a dynamic audience intelligence product which leverages first-party data and insights to accelerate digital marketing campaigns. maX data™ combines the power of unique, proprietary first-party data with the massive scale of third-party data to deliver 3x – 5x better campaign results than traditional data and contextual targeting.

“Data has been the media buyer’s best friend for years, but as they become more data conversant, they’re no longer satisfied with pre-constructed audience segments. Marketers want original, proactive campaign plans that incorporate dynamic audience targets. eXelate’s maX Data™ delivers adaptive audience segments proven to increase campaign performance. We’re enabling media buyers to maximize ad spend, stop wasting impressions and target custom audiences that drive results,” explained Damian Garbaccio [pictured], Chief Revenue Officer of eXelate. More…

Big Data: Will Open Source Software Challenge BI & Analytics Software Vendors

Dr. Harish Kotadia [pictured], Social Media CRM and Analytics Consultant, posted on Smart Data Collective:  Predictive Analytics has been billed as the next big thing for almost fifteen years, but hasn’t gained mass acceptance so far the way ERP and CRM solutions have. One of the main reason for this is the high upfront investment required in Software, Hardware and Talent for implementing a Predictive Analytics solution.

Well, this is about to change – thanks to technologies such as Apache Hadoop (which supports Big Data distributed applications under a free license), HBase (an open source, non-relational/distributed database) and the freely available R programming language (which is part of the GNU project).  More...

In US, 33Across Acquires Social Publishing Giant Tynt

33Across Now Operates the Largest Social & Interest Graph in the World

NEW YORK, NY, January 25, 2012 - 33Across today announced that it has acquired Tynt Multimedia, which provides publisher tools that analyze user intent and interest data for over 500,000 websites. 33Across now has the largest social and interest graph in the world, reaching over 1.25 billion users, versus Google’s 1 billion and Facebook’s 800 million users. 500,000 publishers can now use the 33Across Brand Graph™ to make their Tynt data actionable and drive their bottom line. The Brand Graph successfully predicts large sets of new users by interpreting social habits and attributes across all major industry categories. 33Across acquired all of Tynt’s assets including technology, patents and filings, analytics, and toolsets. All of Tynt’s employees, including its senior leadership, will be joining 33Across.

“The objects we read, watch, recommend, and purchase are being accelerated through personal networks via explicit and implicit social influence. As a result, the world of marketing and publishing is forever transformed,” said Eric Wheeler [pictured, left], chief executive officer of 33Across. “This acquisition is about the technology, tools, and real-time predictive systems that enable the biggest publishing and marketing brands in the world to connect their content and products into the social graph.”

“Copy/paste is still the largest form of social sharing on the web,” said David Mandelbrot [pictured, right], chief executive officer of Tynt. “Since 2008, Tynt has provided many of the world’s top publishers with powerful tools to generate value and recognition for the content their users share. Joining 33Across is a natural next-step that will help our publisher partners turn the insights we provide into action.”  More...

Accurately Counting Your Chickens before They Hatch

How Aligning Pre-Test Scores and Marketing Mix Modeling Outcomes Enhances Actionability

Frank Reding writes at comScore Blog: Two campaigns with identical media plans can have vastly different sales outcomes because of differences in the persuasiveness of ads deployed. To bridge this gap, comScore has worked with its advertising clients and their MMM suppliers to identify whether there is a predictive correlation between creative pre-testing and MMM results.  More...

In US, eBay Acquires Recommendation Engine Hunch.com

Machine Learning Experts and Innovative “Taste Graph” Technology to Drive More Personalized, Relevant Experiences on eBay

SAN JOSE, Calif., November 21, 2011--(BUSINESS WIRE)--Global ecommerce and online payments leader eBay Inc. (Nasdaq:EBAY) today announced it has acquired the innovative team and technology of Hunch (http://hunch.com), an online platform launched in 2009 that delivers customized recommendations to its users based on their individual tastes. Hunch’s patented prediction technology – also known as a “taste graph” – uses signals from around the Web to map members with their predicted affinity for products, services, other people, websites, or just about anything, and customizes recommended topics for them.

“We are engaging consumers in innovative ways and attracting top technologists to shape the future of commerce,” said Mark Carges [pictured], Chief Technology Officer and Senior Vice President, Global Products, Marketplaces. “With Hunch, we’re adding new capabilities to personalizing the shopping experience on eBay to the individual relevant tastes and interests of our customers. We expect Hunch’s technologies to benefit eBay shoppers as they browse and buy, and to bring sellers on eBay new ways to connect the right products with the right customers.”  More…

In US, MediaVest Unveils POEM, Proprietary Paid, Owned, and Earned Media Measurement

November 15, 2011 - MediaVest today announced a proprietary POEM methodology for measuring interactions between Paid, Owned and Earned Media, the ripple effect these channels have on each other and on sales. MediaVest will use this methodology to guide planning of paid, owned and earned media and to amplify the return on clients’ marketing investments.

“Earned media has the power to exponentially increase the impact of paid and owned media. With this potential, understanding earned media’s effect is essential to assessing the full impact of any marketing program.” says Bill Tucker [pictured], CEO, MediaVest.”POEM provides us with a proven methodology for identifying the paid, owned, earned cause-and-effect, on the brand and campaign level, and the ability to apply this understanding to maximize media investment for our clients.” More…

In US, New Scout Research Division to Develop Behavioral Models to Predict Audience Monetization

Research Program Focused on Evaluating Revenue Potential of Audiences

Seattle, Washington — November 15, 2011 — Scout Analytics™, the leader in revenue intelligence solutions specifically designed for publishers, today announced the formation of Scout® Research, a division of Scout Analytics dedicated to developing behavioral models of online audiences. The goal of this new group is to help publishers by developing methodologies for predicting revenues and profits based on actual or anticipated audience size and behaviors.

“In most cases, popular opinion regarding digital disruption and how to respond are wrong when you look through the lens of audience behavior,” said Matt Shanahan [pictured], SVP of strategy for Scout Analytics. “Our initial research shows that digital revenues are under the most pressure from the unrecoverable loss in ad inventory and not because of online ad prices. New methods for analyzing an audience will help publishers avoid guessing and enable them to find monetizable opportunities faster.” More..

The CEO Wants Analytics! Now What?

Meta S. Brown [pictured], General Manager, Analytics at LinguaSys writes at SmartData Collective: If you work for a large organization, you can bet that somewhere in the organization there are some decisions being made in a methodical fashion, based on some type of analytics. Maybe your direct marketers are using thoughtful campaign analysis to optimize returns on direct marketing spend or the guys on the shop floor use statistical process control to minimize manufacturing waste. Your first step is to find the analytics success that’s already happening in your organization and convince the boss that this is his success, preferably his idea. More…

The need for “Analytical Service Lines”

International Institute for Analytics Director of Research and faculty leader Thomas H. Davenport posted in IIA faculty blogs: As analytics grow more popular and central to business strategies, there is also a need to produce analytical miracles repeatedly, reliably, and quickly. The old days in which an analyst could take his or her time to produce custom analytical solutions are almost gone; instead, groups of analysts need to have “analytical service lines” in place. Some organizations might refer to them as “analytical solutions.” More…

The Future of Targeting and On-Line Marketing – Predictive Analytics on Big Data

TIBCO Spotfire's Business Intelligence Blog - Oct. 19, 2011. The future of targeting and online marketing begins with predictive analytics on big data, according to today's Predictive Analytics World Session presented by Dr. Usama Fayyad [pictured]. Known as the industry’s first chief data officer (his former position at Yahoo!), Fayyad is the current chairman & CTO of ChoozOn Corporation, a consumer deals search engine.

Targeting cannot exist without predictive analytics and this session will reveal where online marketing is headed when backed by strategies that use big data to offer up more relevant advertising. More...