Claria announced the alpha release of Vista Marketing Services behavioral search platform, which evaluates how consumers actually interact with search results.
The new technology incorporates basic metrics such as click rates, as well as critical post-click metrics of consumer behavior -- such as time spent viewing a site, number of pages viewed at a site. It analyzes the number of return visits to a destination website, historical interests based on web-wide surfing habits, and conversion behavior.
"We believe the next step is to know what consumers actually do when they are interested in search. We are looking at what consumers do not just on one website but across multiple sites. This knowledge creates a better search experience that will attract consumers and help create more personalized ads," says Scott Eagle, CMO, Claria.
Claria says this the first time the company has integrated this type of technology into a search engine platform. The alpha website, which will be available in July, will be password protected and limited to a small test group.
"Even in this early stage of technology, this represents a clear step function improvement in search methodology and relevancy. Over time and with more users, these types of personalization technologies will allow consumers a richer, more customized online experience. For example, a college student and a business executive who are both searching for 'hotels in China' would appreciate vastly different results. Ultimately, this is the power that personalization can provide -- with technology automatically customizing information for the consumer," says Jeff McFadden, president and CEO, Claria Corporation.
At the beginning of July, Microsoft was rumored to purchase Claria for $500 million, reported the New York Times. It is rumored the Microsoft has called off the deal. Claria declined to comment.
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