BlueKai launch offers shopping profiles - Advertising - BizReport
BizReport : Advertising : December 08, 2009
BlueKai launch offers shopping profiles
A new offering from data exchange BlueKai will give advertisers access to shopper profiles. This is the first analytics offers from the exchange and will allow marketers to determine how to engage consumers based on shopping patterns and audience surveys.
The information can be used to help marketers define actionable data segments as well as the audience base.
"Advertisers need to know more about their site audience and what they are shopping for. The BlueKai In-Market Report is the first of its kind to provide knowledge into actual shopping patterns vs. audience surveying," said Omar Tawakol, BlueKai's CEO. "With BlueKai's industry-leading panel of 160 million true intenders based on over 10,000 behavioral attributes, we're offering a shopper profiling service that is unmatched in the market today."
Although the reports will give the typical shopper profile information, marketers will also be given access to 'unexpected profile attributes'. For example, a luxury retailer may discover from a report that its customer base is 20 times more likely to purchase branded accessories. The same retailer may find that its customer base is also 10 times as likely to be interested or in-market for destination-specific travel - to Cancun, Paris, Milan, or other cities.
By having access to this type of information the retailer can include content about the secondary targeting information, create a partnership with a travel hub or simply expand targeting information to reach even more consumers.
Tags: advertising segments, BlueKai, ecommerce, online advertising, online shopping, targeted advertising
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