Using Predictive Analytics to Create Business Intelligence Masterpieces

- Trevor Paulsen

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It is hard to believe that both of these paint­ings were cre­ated by the same artist.  At left, Picasso’s The Old Fish­er­man, dis­plays amaz­ing detail and depth of knowl­edge about the human fig­ure.  At right, Three Musi­cians, presents amaz­ing con­trast and is so sim­ple that it almost seems like any­one could have painted it with­out any train­ing at all, and yet it is the more well-known of the two.  I have often won­dered why that is.

Believe it or not, there is a strong tie in here with web ana­lyt­ics.  The rea­son that the sec­ond image is more pow­er­ful is not because of its sur­face appear­ance; it is the depth of knowl­edge of the artist behind it.

Recently one of our largest media clients asked the Adobe con­sult­ing team to help them iden­tify four to five key user mar­ket seg­ments using pre­dic­tive ana­lyt­ics and the data cap­tured by Site­Cat­a­lyst.  This was an extremely chal­leng­ing task con­sid­er­ing the client has over 80 mil­lion unique vis­i­tors to their site each month, each with unique behav­ior and con­tent affini­ties across many indi­vid­ual vis­its.  It was our task to char­ac­ter­ize each indi­vid­ual user, and then find a way to group these users into use­ful and action­able seg­ments that could be used by the client’s mar­ket­ing team to hone their efforts.

We started by iden­ti­fy­ing the Site­Cat­a­lyst met­rics that were most impor­tant to our client’s rev­enue stream.  Most of these met­rics cen­tered on video mea­sure­ment but we also incor­po­rated visit infor­ma­tion (length of visit, entry time, entry page, etc.), refer­rer infor­ma­tion (includ­ing search key­words), and geo­graphic loca­tion.  We then cre­ated an algo­rithm that could take all avail­able infor­ma­tion from each user and cre­ate a series of user pro­files to which each indi­vid­ual vis­i­tor belongs.

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Read the complete post at the Adobe Digital Marketing blog.

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