Welcome!

Open Web Authors: Liz McMillan, Lori MacVittie, Gilad Parann-Nissany, Carmen Gonzalez, Mark R. Hinkle

Related Topics: Web 2.0, SOA & WOA, iPhone, Open Web

Web 2.0: Article

Top Topic: Behavioral Analytics

Understanding why people visit you and your company and do what they do is massively important

So far, we have we discussed the fact that 2012 is the golden year for apps and how ‘by the end of 2012, app users will start to become app creators,' and well, how that's already happening. Then in my last article, we talked about a theory that we referred to as 3D Internet that follows what we called ‘the deep then wide method.' Basically, mobile devices are taking Google's ‘wide then deep method' of "searching" and flipping it! Everything with names and addresses are turning into apps, and apps really condense information into a valuable format. Little fluff and lots of impact... delivered in less time! Go deep and straight to the source and then go wide to get more valuable content! That's... apps.

Now, let's talk about one of the hottest topics in business right now and that's behavioral analytics.

Why is this a top topic?

Well, it's the reason why Instagram was purchased by Facebook. And it's the reason why other super high-tech and intelligent companies will be taken over by Facebook or another Internet giant.

It's all about data. And more really is better.

You see, by Instagram being one of the hottest app communities out there with a large fan base... it means it's also one of the most intelligent and influential companies because it stores and analyzes a ton of extremely valuable data.... behavioral data.

This is why this is Facebook's largest acquisition deal up to date. According to CNN, Facebook acquired Instagram (with its 13 employees) for approximately $1 billion in cash and stock in April 2012, with plans to keep it independently managed.

Actually, what's crazy is that Forbes reported that just a few days before Facebook acquired Instagram, it was valued at $500 million. This rising valuation of the company was reflective of its fast growing audience, despite being just on the iphone. It had reached nearly 30 million registered users before it launched an Android app.

These 30+ million registered users create the hot topic...

Instagram knows the who, what, where, when, why of every photo of every user.

It acquires a massive amount of information because it's a really awesome app that app users love to use.

As Kevin Systrom, the CEO of Instagram, said in an interview with Forbes, ‘we worked really hard at making it easy for people to share their lives in a beautiful way. It's one thing to share a photo and it's another for that photo to look gorgeous and be something you want to keep forever."

This Vision is what has created 30 million+ Instagram fans.

Instagram fans are fanatic about sharing gorgeous, beautiful, and cool images that showcase their lives.

It's these loyal fans who engage in behaviors... more loyal fans means more extremely valuable behavioral data.

A company... or app... like Instagram that has an existing fan base can capture behavioral data very rapidly.

Since communities like Instagram's are made up of loyal fans, this enables the acquiring of even deeper and more intelligent behavioral data.

Why is behavioral data so important?

Because we can learn from the behaviors of our fans and then optimize monetization and behavior-based actions.

The ability to be able to capture:

  • Which pages fans visit
  • The amount of time they view each page
  • What links they click on
  • Searches they make
  • What they interact with

... this is all hugely valuable to an Internet Giant like Facebook and to advertisers and business people alike!

Taking this behavioral information to create and define audience segments based on visitors that have similar profiles results in increased engagement and monetization of what is identified to be most popular and accessed most frequently.

The reward is that targeted and focused online ads are in front of those visitors who exhibit a great level of interest in the products and services being offered.

Going back to Instagram again... Facebook now has 1,000,000% more behavioral data to access and work with which brings more value for their advertisers, and to generally improve engagement and therefore monetization of the entire social media platform.

More properly targeted ads fetch more consumer interest. More properly targeted ads are a result of the amount and the level of quality of behavioral data that can be acquired.

Increase in behavioral data = More properly targeted ads = Lots of happy advertisers = Many healthy businesses.

To simply further, it's about:

Collecting --> Connecting --> Rewarding

Collect the data... Make the right connections... Experience the rewards.

It's important to not only capture what a person searches... it's important to capture why people do what they do.

Google captures what someone searches... Facebook captures what someone is socially interested.

But why does a user, fan, or visitor click ‘there' but not ‘here' or ‘over there'? Why is a user, fan, or visitor interested in one thing but not a similar thing?

Well, this information can all be harvested... overtime. Again, Instagram will help Facebook determine why users do what they do... where they were when they took a photo giving them insights into why whatever they were taking a photo of in that moment was of value to them.

Instagram and its pre-existing engaged fan based community is really a knowledge base. Facebook and its advertisers can now target new loyal fans that have a higher probability to support and be interested in what is being shown to them.

In conclusion, let's all take into account how important it is to know and understand our fans, visitors, users, and customers. Understanding why people visit you and your company and do what they do is massively important. Go right now... login to your Google Analytics account and see what people are ‘liking'... then create more of that. Split up and match up your fans and users into audience segments and deliver awesome content to them. Go... now! And remember, people don't care about how much you know until they know you care about them and the problems they want to solve...

More Stories By Amish Shah

Amish Shah is the Chief Product Officer at Bitzio, Inc (www.bitzio.com) - a Mobile Apps company. He got into Mobile Apps around October 2010 and never looked back. The Internet scene was just becoming too competitive, so he just went to where it was easier to make money. Bitzio does everything Mobile Apps (from software, to app development, to cross promotions, etc.). Literally EVERYTHING.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@ThingsExpo Stories
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
“With easy-to-use SDKs for Atmel’s platforms, IoT developers can now reap the benefits of realtime communication, and bypass the security pitfalls and configuration complexities that put IoT deployments at risk,” said Todd Greene, founder & CEO of PubNub. PubNub will team with Atmel at CES 2015 to launch full SDK support for Atmel’s MCU, MPU, and Wireless SoC platforms. Atmel developers now have access to PubNub’s secure Publish/Subscribe messaging with guaranteed ¼ second latencies across PubNub’s 14 global points-of-presence. PubNub delivers secure communication through firewalls, proxy ser...
We’re no longer looking to the future for the IoT wave. It’s no longer a distant dream but a reality that has arrived. It’s now time to make sure the industry is in alignment to meet the IoT growing pains – cooperate and collaborate as well as innovate. In his session at @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, will examine the key ingredients to IoT success and identify solutions to challenges the industry is facing. The deep industry expertise behind this presentation will provide attendees with a leading edge view of rapidly emerging IoT oppor...
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...

Building low-cost wearable devices can enhance the quality of our lives. In his session at Internet of @ThingsExpo, Sai Yamanoor, Embedded Software Engineer at Altschool, provided an example of putting together a small keychain within a $50 budget that educates the user about the air quality in their surroundings. He also provided examples such as building a wearable device that provides transit or recreational information. He then reviewed the resources available to build wearable devices at home including open source hardware, the raw materials required and the options available to power s...
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Enthusiasm for the Internet of Things has reached an all-time high. In 2013 alone, venture capitalists spent more than $1 billion dollars investing in the IoT space. With "smart" appliances and devices, IoT covers wearable smart devices, cloud services to hardware companies. Nest, a Google company, detects temperatures inside homes and automatically adjusts it by tracking its user's habit. These technologies are quickly developing and with it come challenges such as bridging infrastructure gaps, abiding by privacy concerns and making the concept a reality. These challenges can't be addressed w...
The Domain Name Service (DNS) is one of the most important components in networking infrastructure, enabling users and services to access applications by translating URLs (names) into IP addresses (numbers). Because every icon and URL and all embedded content on a website requires a DNS lookup loading complex sites necessitates hundreds of DNS queries. In addition, as more internet-enabled ‘Things' get connected, people will rely on DNS to name and find their fridges, toasters and toilets. According to a recent IDG Research Services Survey this rate of traffic will only grow. What's driving t...