Claria Tool Probes Web Search Behaviour

US behavioural marketing company Claria is releasing a new product to evaluate how customers interact with web pages and search results. It measures the time spent viewing a site, the number of return visits, along with historical surfing habits.

The product, Vista Marketing Services, builds on the company's Relevancy Rank technology, which ranks web pages based on surfing activity. The new service could incorporate individual consumers' search histories together with their surfing behaviour, allowing companies to provide customised online offerings. The first release of the service will be limited to a small test group. The company plans to release it publicly later in the year.

Jeff McFadden, President and CEO of Claria Corporation explained his vision for the new product: 'Over time and with more users, these types of personalisation technologies will allow consumers a richer, more customised online experience. For example, a college student and a business executive who are both searching for 'hotels in China' would appreciate vastly different results. Ultimately, this is the power that personalisation can provide - with technology automatically customizing information for the consumer.'

The company is online at www.claria.com

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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