Target Users with Incentives by Behavior, Browsing Patterns

Pete Prestipino — Tue, 06 Mar 2012 22:15:00 GMT

It doesn’t take a mastery of big data to understand that knowing a user’s buying behavior and browsing patterns leads to more (and higher-value) sales. The technologies that are emerging to support this, despite privacy mavens' very vocal objections, are being increasingly utilized by merchants.

Conversion and analytics vendor Spring Metrics, for example, has announced the release of Smart Offers, a “quick-deploy” solution that uses behavioral targeting to present personalized offers to website visitors. The product uses Spring Metrics’ behavioral targeting engine to profile visitors and then acts as an automated sales agent. The company claims that participating sites have increased revenue by over 32 percent in a single month.

As an Internet retailer, that should spark some interest, right?

Smart Offers essentially enables Web merchants to segment the targeting of customers and visitors. For example, a website owner can configure one type of offer to be served to "lurkers"-- those who repeatedly visit a site but haven’t purchased. They can also configure another offer type to target social media visitors by delivering custom incentives to visitors who arrive from a specific source such as a Facebook.

"Smart Offers are designed to help Spring Metrics customers drive more sales and more revenue from their online stores. And our Smart Offers do this automatically 24-hours a day, even while the site owner is asleep," says Shannon Bauman, director of product management. "By understanding the behavior of their customers, and then targeting promotions based on that behavior, website owners not only turn more visitors into buyers, they actually entice the buyers to spend more on each purchase."

Mobile App Incentives Just Not Working

Pete Prestipino — Thu, 15 Dec 2011 05:30:00 GMT

If you are planning on using some incentives to get users to download your mobile apps, you might want to rethink that approach.

According to research from Harris Interactive and mobile advertising platform Pontiflex, only 3 percent of smartphone owners who downloaded an application for unrelated incentives (e.g. free game points) say they use the app often. That’s pretty disappointing and it gets worse.

Of the remaining 97 percent, 62 percent download the app only to receive the incentive and then uninstall the app or never use it again. Of those that keep the app, 17 percent say they hardly use the app.

"These findings highlight the importance of providing mobile app advertising solutions that are native to mobile environments," said Zephrin Lasker, co-founder and CEO, Pontiflex. "First, they clearly show how incentivized app solutions might not be conducive to brands and developers looking to build long term relationships with consumers. Secondly, the results demonstrate that consumers value free apps and express a preference to non-intrusive mobile app advertising solutions."

'Net Features : incentives

Target Users with Incentives by Behavior, Browsing Patterns

Mobile App Incentives Just Not Working