Web Analytics Hungary

Web Analytics & Data-driven Site Optimization – Hungary

Benedek Toth on User Profiling on The Fly – WAW Budapest

Posted by webanalyticshungary on October 9, 2009

Benedek Toth gave a presentation at Web Analytics Wednesday Budapest Hungary focusing on the business potential of user profiling on the fly.

Basically, instant user profiling sounds more like a future trend than a current reality, but future is not so far when we talk about highly customized marketing – behavioral marketing at its best.In a very simplified way, we could put it as follows:

Benedek Toth: User Profiling on the Fly

Benedek Toth: User Profiling on the Fly

You go to the site, make an action, and the site tries to find out with intelligent guesses what you really want to see, what makes you happy. The intelligent guesses are based on real time feedback realized as data in web analytics – and you can create event based codes to match users’ interests (e.g. with specific colors, brands, accessories, news content, etc. – attributes in general).

So basically you have a table of attributes (and algorithm) to match up users’ interests with a certain content in order to facilitate a user’s site use / navigation with a reverse engineered set of goals. User profiling is obviously a huge challenge for non-social sites, so we are sort of lame, as Benedek put it, in 50% of the cases, the results were compelling and beautiful, but there is the other 50% where the matched content was very far from really good (‘catastrophe’ to be blunt).

Why non-social? Because users show most of themselves on social sites, you have a very identifiable user at the end of the mouse and you have the power of the social grid to make use of. Read about social user profiling here.

User personas are very much part of user profiling, but due to the strict 5 min presentation rule (followed by another 5 min Q&A) we had no time to go into details – worth another shot next time maybe. More on user-profiling here.

And the unexpected extra of the presentation was that Benedek attracted a real animal fly flying in front of the slide… what a pun.

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One Response to “Benedek Toth on User Profiling on The Fly – WAW Budapest”

  1. […] Benedek Toth on User Profiling on The Fly – WAW Budapest « Web Analytics Hungary You go to the site, make an action, and the site tries to find out with intelligent guesses what you really want to see, what makes you happy. The intelligent guesses are based on real time feedback realized as data in web analytics (tags: analytics targeting presentation behavioral-targeting marketing) […]

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