BlueKai and Datacratic Roll Out Modeling Tool

Online data firm BlueKai has partnered with machine learning and predictive analytics specialist Datacratic, to develop a modeling solution for use in customer intelligence and profiling.

Datacratic applies real-time machine learning and predictive modeling to big data generated from consumer behavior, and its optimization algorithms create a 'causal model' that ranks users' likelihood to take action.

The new model is built on BlueKai's data exchange platform, which contains audience data on more than 300 million users and processes more than 750 million data 'events' every day. The model aims to enable brands to pinpoint their highest-performing users, and create marketing messages which match these users' profiles.

Once a model is constructed, a client can see how it performs, and then run BlueKai analytics reports on the modeled audience to understand what type of users are responding and through which media channels.

Dina Hilal (pictured), VP of Product at BlueKai, comments: 'Datacratic cross-validate their models through extensive testing and training to ensure the removal of bias. That coupled with BlueKai's performance data means that you are only targeting your top prospects and you can see into the algorithm black box.'

Web site: www.bluekai.com and www.datacratic.com .