Monthly Archives: June, 2017

data trove

One Man’s Trash is Another Man’s Data Trove

June 28th, 2017 Posted by Behavioral Data 0 thoughts on “One Man’s Trash is Another Man’s Data Trove”

Companies have been hoarding too much data on consumer demographics. There is an over reliance on demographic data for consumer insights and business decisions. Luckily, a select group of companies are uncovering a data trove. With the advent of predictive analytics, they are realizing that anonymous and behavioral data can shed more insight on consumer behaviors, and that it’s this kind of data which can accurately predict customer intent, and not age, gender, or location.

A single, anonymous visit to a website can provide sufficient insight about the entity in order to identify, segment and predict their propensity for a particular outcome. Entities exhibit tendencies and behaviors of intent, regardless of their age or where they come from. In much the same way that you can catch a thief based on their past behavior, you can also “catch” an intent by analyzing past behavior.

Algorithmic modeling can capture behavioral data and treat each data point like a unique thumbprint, representing the unique sum of all outcomes carried out by that one entity across time. This kind of model is not only precise, but it also gets better with time. The more behaviors that get mapped against intent, the more accurately the model can identify the propensity for intent and outcomes, and deliver the next best offer at the appropriate time.

So embrace your anonymous data. It’s worth so much more now than ever before. If that’s not spinning anonymous trash into golden data, I don’t know what is.

Do you have a question or comment?  Tweet at me or email me.

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rules-based attribution

Rules-Based Attribution Models Are Made to Be Broken

June 13th, 2017 Posted by Analytics 0 thoughts on “Rules-Based Attribution Models Are Made to Be Broken”

Love it or hate it, the political establishment has been thoroughly shaken up by President Trump’s total disregard for rules and protocols. While they may have some legitimate purposes in the realm of policy, when it comes to data analytics, rules are a knock-off version of truly, data-driven models.

Rules-based attribution models give you rudimentary insights into your multichannel marketing mix. They’re also labor-intensive, costly and rigid as they depend on a user to constantly push out new rules. It’s like placing a kitten in a glass jar. I know, bonsai kittens aren’t a real thing, but you get the idea. No matter how well the jar is designed, it would never be able to accommodate a breathing, growing creature.

Innovative companies looking for a truly comprehensive view of all touchpoints, from first to last, have discovered algorithmic attribution. These models are agile and manage the complexity of customer behaviors for you. They also get smarter as they process more and more data, and deliver the next best content to consumers.

The difference in capabilities is enormous because your data is always growing and changing. You already automate most of your marketing processes… are you doing the same for attribution models?

Tweet at me and let me know what you think.

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matthew mcconaughey

The Difference Between You and Matthew McConaughey

June 6th, 2017 Posted by Retargeting 0 thoughts on “The Difference Between You and Matthew McConaughey”

You know that moment when you’re watching a romantic comedy and you realize that those grand, romantic gestures would never work in real life? Unless you’re Matthew McConaughey, good luck trying to sweep that special someone off their feet by pursuing them across the globe, sending them dozens of bouquets to their office or serenading them outside their window, in the middle of the night. What’s romantic in movies could pass as creepy in real life. Right?

Well, there is a similar disconnect going on in digital marketing. Advertisers tend to believe that tracking down customers and showering them with links to products is a successful conversion strategy. But this kind of stalking isn’t wooing anybody. Believe it or not, most people don’t want to see those Smooth Move herbal tea bags again and again, after having looked it up once (yes, just once). They find it annoying and embarrassing, if not downright creepy.

The goal for marketers instead should be to charm the socks off potentially repeat customers. And as anyone who’s watched a romantic comedy knows, everyone just wants to feel special.

Here’s what marketers should do: First, find out more about each customer based on their past online behavior. This can be done individually or by analyzing large quantities of anonymous data to better understand what one type of online behavior can indicate a person’s future wants and needs.

The next step is to use advanced algorithmic modeling to ensure that whatever comes across a customer is the result of a sophisticated calculation. Don’t just throw ads at customers and see which ones stick. In the long run, that’s self-defeating behavior. Lose the stale lines and aim for the Matthew McConaughey jib. You’ll get better results.

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Visit SYNTASA at GEOINT 2017

June 5th, 2017 Posted by Events, Government 0 thoughts on “Visit SYNTASA at GEOINT 2017”

SYNTASA was in San Antonio, attending the GEOINT 2017 Symposium, June 4-7, 2017.


Government organizations responsible for the provision of networks, tools, and access to content need to be able to understand whether the intended audience is finding the right information, how long it takes to find the information, which tools are most useful for users, and whether some users are attempting to access information they are not authorized to see. SYNTASA has created a flexible platform with machine learning algorithms that uses behavioral data like clickstreams and contextual data such as available user profiles to achieve insight into content and system usage.

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