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Another new player
in the field of behavioral analytics is the data cooperative, aCerno.com which acts as a clearinghouse for retailers to share anonymous cookies for tracking and reporting on consumers shopping activities. The aCerno clearinghouse, for example
would allow one retailer to contribute purchasing information, such as a cookie associated to the sale of a lawn mower, alerting
another co-op member to instantly pitch an ad for say gardening supplies. The aCerno cookie clearinghouse
is an effort to network the shopping behaviors of thousands of consumers among online retailers. Akamai recently acquired Acerno for $95 million.
Another new firm 33Across.com is looking at behavioral analytics for its targeting based on social media in order to find influencers in specific product
areas. The firm is so named because it targets the influential one-third (33 percent) of ‘influencers’
across the web in the increasingly social Web. 33Across is
an agency which is exclusively focusing not simply on where people are and what they're doing on the Web, which has been
the model of most ad networks, but also where they sit in their "social graph." This social-relationship
data is critical in understanding the spread of viral marketing by word of mouth (WOM). 33Across is focused
on marketing and advertising along a social dimension and targeting and “engaging influencers.” This
agency clearly is based on the social networking marketing model.
Still another company is
Mindset-Media.com which is taking another approach – it uses a combination of over 100,000 75-question personality surveys along with
behavioral analytics techniques to allow marketers to target consumers based on affinities like leadership, spontaneity, altruism,
etc., in all twenty different personality bucket clusters with a minimum of two million consumers will be assembled by their
Mindest Media interactive affinities surveys. Clearly the field of behavior analytics is a fast evolving
one with new data aggregators, networks, services and software.
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