Online Analytics Launch

Behavioural marketing specialist Claria has announced the launch of Web Intelligence Center, an analytics platform providing advertisers and publishers with access to metrics based on consumer behavioural data. The Center should complement the BehaviorLink ad network, announced in February.

Data will cover 'a broad spectrum of the Web, rather than on a single site or limited group of sites'. The Center promises to provide information on '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 will provide customised reports as well as standard. Examples of the latter are:

• Usage Intensity - including the relative quality of Internet sessions - time and page views - and comparison with other brands in the category
• Cross Traffic - what percentage of an audience is viewing competitive brands, and vice versa
• Cross-Browse For Purchasers - including what other sites in the category purchasers have viewed I the previous 30 days
• Loyalty - segmenting consumers by Loyal, Switchers and Competitive Loyal, and
• New To Brand Indices - 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.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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