Not All Online Actions are Equal, Says Bunchball

In California, marketing technology firm Bunchball has launched an analytics system, which it claims links consumer actions to revenue-generating results. The firm has also appointed former Yahoo! exec Hongpei Zhang as SVP of Data and Analytics.

The new Bunchball Analytics system is powered by action-based methodology for measuring and rewarding consumers for their 'most valuable' online actions. The firm says this provides an alternative to solutions that measure clicks, page views, time spent or impressions, and is built on the premise that some consumer actions have far more value than others.

Bunchball's engagement platform creates opportunities for visitors to interact (via actions like challenges and competitions, offers, content contribution, point redemption, and social interaction) with a site and its sponsors.

The firm can compute appropriate values for these interactions, and tailor the site in real time to incentivize consumers to do more of those things identified as most valuable.

Zhang joins from Yahoo!, where as Director of Database Marketing she provided the insight and analytics needed for clients to make multi-million dollar decisions. She was previously Manager of Decision Analytics at esurance, and specializes in campaign metrics, marketing analytics, and data mining.

'Hongpei is the perfect shepherd of this incredible solution,' stated Bunchball CEO Peter Daboll. 'Her knowledge and experience in understanding the value of different consumer actions is second to none and will be an enormous asset in helping us increase our clients' bottom lines.'

Web site: www.bunchball.com .