NONE: Re: ONLINE-ADS>> Targeting- What about Branding?
Re: ONLINE-ADS>> Targeting- What about Branding?
Russell I. Rothstein (rir_at_opensesame.com)
Sun, 16 Feb 1997 14:55:09 -0500
Deb Gustin <deb_gustin_at_jba.com> wrote:
>There is a great article in the January issue of Direct Marketing Magazine
>entitled "The Role of Intelligent Agent Software in the Future of Direct
>Response."
Intelligent agents do hold much promise for transforming the web from a
generic one-site-fits-all model into a personalized, one-to-one marketing
venue. There are two types of software agent technology available for
marketing professionals to build a personalized service for their
customers:
1. Collaborative filtering agents (e.g. LikeMinds, Firefly, Digital's Each
Technology, and others) - At the outset, the user must assign a numerical
rating for a list of products (e.g. movies, CDs). Based on his/her ratings,
the user is put into a "user cluster" of others with similar ratings.
Suggestions are generated based on the ratings of other users in that
cluster.
2. Learning agents (e.g. Open Sesame) - Intelligent agents learn from the
user's behavior at a web site. The technology monitors each individual's
path throughout the site and uses machine-learning and neural networking
techniques to learn about the interests of the user. These learned
interests can be used for presenting personalizing content and for
displaying targeted advertising based on interests. Learning agents are
unobtrusive to the user in that they work in the background and do not
require users to rate products.
The Open Sesame site (http://www.opensesame.com) is the showcase for our
"Learn Sesame" learning agent technology. Privacy is maintained as every
member uses an alias he/she chooses. Content providers for the site include
MovieFone, Atlantic Records, Borders, N2K Music Boulevard, and many others.
The first two licensees of Learn Sesame include a major telecommunications
firm and a high-profile web community company. (Details will be made
available next week at our on-line PR center -
http://www.opensesame.com/pr/)
An excellent source for more information about software agent technology is
the forthcoming book "Software Agent Sourcebook" (John Wiley & Sons, April
1997) by Dr. Alper Caglayan, President and Founder of Open Sesame.
-- Russell
Russell
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