Claria introduces Web Intelligence Center for US advertisers

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.

Latest Reads
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories