Re: Acceptable Click Thru Rate
CHRISTIE BROWN WROTE:
>In my class (yes, I am a card-carrying genuine MBA
>advertising professor), you'd better have a good reason
>for predicting higher than the average.
Also - same theme - "Interesting Twist to BANNER ADVERTISING":
FRED WROTE:
> For instance: say any of the 60,000 dial up customers
> log on and surf to any site with BANNER EXCHANGE, VALUE
> CLICK or other banners purveyors on the target page...
> rather than seeing some ad for some web site they're
> not interested in, they'll be greeted ads for business
> right in their neighborhood.
AND ARUP BHANJA REPLIED:
> What you are talking about is going to happen very soon
> now as we see more and more free ISPs offer access free
> millions getting on to the net and more and more
> dotcoms hovering to get eyeball share.
The key is not to use randomly selected ads ..
One approach ..
Build a "dynamic feedback" system based on predictive
technology which can "learn" the interests of users by
measuring their click through patterns as they click
through on ads of interest .. and then build a profile
of the products each user actually buys.
In other words measuring users' "behavioural dynamics".
Ads then need no longer be randomly selected (where
many are of no interest to the user and result in low
click through rate) .. but instead are selected "on
the fly" to reflect each user's predicted profile
measured over time.
This approach improves the click through rate .. and ad
revenues. And actually works.
See personalisation papers in various sources.
Forrester, Jupiter etc.
Technology profile and case histories in U.S. and
Europe available .. off list .. for any system
designers interested in the subject of neural networks
applied to predictive advertising systems to offer
competitive advantage. Same foundation technology
applies to detecting credit card fraud profiles in
e-commerce transactions.
David Law
Director
Strategic Research Europe
(U.K.)
david.law_at_sre.co.uk
http://www.sre.co.uk
Received on Wed Feb 02 2000 - 04:18:50 CST
