Bad targeting usually means bad advertising; good targeting means matching people with messages that are actually relevant to them. That’s why it’s high time mobile apps take advantage of data to make their ads more relevant.
Around the middle of March we started analyzing our traffic with regards to the NCAA 2013 championship. To do that, we chose the top thirteen teams at the time (Gonzaga, Michigan State, Indiana, Michigan, Georgetown, Nashville, Kansas, Louisville, Duke, Miami, St. Mary’s, Kennesaw State and La Salle) and built custom categories for identifying them. DG-Peer39’s system currently crunches about fifty billion requests per day. Each request represents a web page which is about to be delivered to an internet user, which is sent to DG-Peer39 for analysis.
We enabled the system to identify web pages referencing each of the teams specifically in the context of basketball. These pages were automatically analyzed on a deep semantic level across three dimensions: safety, quality and topic. These massive amounts of analyzed traffic also provide us with a unique opportunity to glean insights and intelligence on current internet trends at large.
The graph below shows the request volume we received for each of the teams, as a fraction of the total number of March-Madness requests. The percentages are the relative share of each team in the total requests.
To further analyze this data, we sampled several tens of thousands of random webpages referencing Michigan and Louisville, the... Read more
One of the common questions I am asked by email marketers is “Why do our marketing emails go into one person’s inbox and into another person’s junk folder” This question is even more important when the email account that your email is being junked in, is the organizations President! The fact that one person’s junk is another person’s inbox, is a reflection of the way that the email providers personalize user’s experience. Web-mail providers have to deal with high volumes of spam, which accounts for about 95% of the email traffic globally. As you can see, your inbox would look a very different place if this spam was not filtered first!
As another way of reducing inbox clutter, the email providers also try to filter out “unwanted email” from the person’s inbox. This can be quite subjective, and a perfect solution is yet to be devised, so the junk folder can be seen as where the email provider puts email is not entirely sure about. It’s got to be remembered that the email provider is trying to improve the user’s experience, even if it is at the cost of marketing emails not getting through.
So, how do they do it?
In... Read more