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Consumers don’t like Behavioural Targeting

Posted in Uncategorized by Pankaj Gudimella on March 31, 2008

From the Clickz Network

Almost three-quarters of people responding to a survey said they’re aware of behavioral targeting, though far fewer know it by that name.

The results were published in a report, “2008 Study: Consumer Attitudes About Behavioral Targeting,” that was independently conducted last month by TNS Global on behalf of consumer privacy organization TRUSTe. About 1,200 people participated.

Seventy-one percent of respondents said they are aware information about their online activity is being collected by third parties for advertising purposes. However, only 40 percent said they know the term “behavioral targeting,” says the study.

TNS Global found that 57 percent of the people surveyed said they are not comfortable with advertisers using their browsing history to serve ads even when they believe their names and other personal information is not being revealed. Fifty-four percent said they delete their cookies at least twice monthly.

Ads and Neuroscience

Posted in Advertising by Pankaj Gudimella on March 31, 2008

NEVER mind brainstorms. These days, Madison Avenue is all about brain waves.

That may be overstated, but it is no exaggeration that agencies and advertisers are growing more interested in neuroscience in their never-ending efforts to improve effectiveness.

The ardor of the ad business to adopt the technical tools of biometrics — measuring brain waves, galvanic skin response, eye movements, pulse rates and the like — is increasing as consumer spending, the engine of the American economy, slows.

In other words, in hard times ads must work harder to move the merchandise.

“Instead of hypotheses about what people think and feel, you actually see what they think and feel,” said Joel Kades, vice president for strategic planning and consumer insight at Virgin Mobile USA in Warren, N.J.

“I’m not such a huge fan of ad testing,” he added, but measuring biological responses is “absolutely useful.”

The curiosity about neuroscientific ways to determine how ads work — or fail to work — will be on display this week at the 54th annual convention and exposition of the Advertising Research Foundation. The agenda for the conference is filled with presentations on better methods to determine how consumers engage with ads (and vice versa).

“We measure attention, second by second; how emotionally engaged you are with what you’re watching, whether it’s a commercial, a movie or a TV show; and memory retention,” said A. K. Pradeep, chief executive at NeuroFocus in Berkeley, Calif.

More from NYTimes here.

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infoUK to Debut at International Direct Marketing Fair (IDMF)

Posted in Direct Marketing by Pankaj Gudimella on March 31, 2008

infoUSA® (NASDAQ: IUSA), the leading provider of proprietary business and consumer databases, sales leads, direct marketing, and email marketing, today announced infoUK will make its official debut in the UK business information market at the International Direct Marketing Fair (IDMF) April 29-May 1 in London.

Read more from the press release.

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Social Network Analysis – Visualizations

Posted in Analytics, Campaign Analysis, Direct Marketing by Pankaj Gudimella on March 28, 2008


Check out cool visualizations by FAS.research, a company which uses social network analysis for market analytics, sales and campaign strategies.

MLB Players Association using IBM Cognos to analyze complex data

Posted in Analytics, Cognos, Data Mining by Pankaj Gudimella on March 28, 2008

Cognos, an IBM company, and the world leader in business intelligence and performance management solutions, today announced that the Major League Baseball Players Association , the collective bargaining representative for all active Major League Baseball players, has selected IBM Cognos TM1 Executive Viewer to help analyze data.As one of its key activities in representing players, the MLBPA assists the approximately 1,200 members and their agents with the analysis of player performance statistics. IBM Cognos TM1 Executive Viewer, being implemented with the help of Cognos partner Decision Systems, will now provide hundreds of agents with self-service views and reports. The solution will also enable the agents to perform ad hoc analysis on different scenarios with nearly immediate answers.

More from Cognos here.

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Phorm Promises Deep Data Mining

Posted in Analytics, Business Intelligence, Data Mining by Pankaj Gudimella on March 27, 2008

Phorm, has created a tool that can track every single online action of a given consumer, based on data from that person’s Internet service provider. The trick for Phorm is to gain access to that data, and it is trying to negotiate deals with telephone and cable companies, like AT&T, Verizon and Comcast, that provide broadband service to millions.

More from NYTimes here.

SAS acquires Teragram

Posted in Analytics, Business Intelligence, Data Mining, SAS by Pankaj Gudimella on March 27, 2008

SAS, the leader in business intelligence (BI) and advanced analytics, announced today the acquisition of privately held Teragram, the leader in natural language processing (NLP) and advanced linguistic technology. The acquisition will enhance SAS’ own robust text mining and analytical BI offerings, and extend them to enterprise and mobile search.

More than a decade ago, SAS was among the first companies to recognize the importance of text mining, the analysis of text and other unstructured data such as Web pages, documents, email, images and other information not stored in a structured database. Today, SAS leads this important and growing space.

Teragram, a 40-person firm headquartered in Cambridge, Mass., will be run as a SAS company. Terms of the acquisition deal were not disclosed. Teragram’s NLP technology is well-established, with a customer base including CNN,, NYTimes Digital, Sony,, Wolters Kluwer, the World Bank and Yahoo!

“As the data explosion continues, companies need an intelligent way to make sense of it all, whether data is in structured databases or in the huge variety of unstructured sources,” said Yves Schabes, President of Teragram. “Teragram and its technology fit perfectly into SAS’ analytics and text mining efforts, as SAS continues to innovate in this rapidly growing market. We’re pleased to join a company that delivers the software businesses need to blend structured and unstructured data and reach better, timelier and more accurate decisions.

Read more from the press release