Click here to close now.

Welcome!

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

Related Topics: Web 2.0, Microservices Journal, 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
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic strategies that utility/cloud computing provides. Whether public, private, or in a hybrid form, clo...
WebRTC is an up-and-coming standard that enables real-time voice and video to be directly embedded into browsers making the browser a primary user interface for communications and collaboration. WebRTC runs in a number of browsers today and is currently supported in over a billion installed browsers globally, across a range of platform OS and devices. Today, organizations that choose to deploy WebRTC applications and use a host machine that supports audio through USB or Bluetooth can use Plantronics products to connect and transit or receive the audio associated with the WebRTC session.
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, will discuss how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust I...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this case) takes into account the number and quality of contextual references that a user receives.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? Join this panel of experts as they peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you’ll have no problem filling in your buzzword bingo cards.
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
SYS-CON Events announced today that AIC, a leading provider of OEM/ODM server and storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. AIC is a leading provider of both standard OTS, off-the-shelf, and OEM/ODM server and storage solutions. With expert in-house design capabilities, validation, manufacturing and production, AIC's broad selection of products are highly flexible and are configurable to any form factor or custom configuration. AIC leads the industry with nearly 20 years of ...
As enterprises move to all-IP networks and cloud-based applications, communications service providers (CSPs) – facing increased competition from over-the-top providers delivering content via the Internet and independently of CSPs – must be able to offer seamless cloud-based communication and collaboration solutions that can scale for small, midsize, and large enterprises, as well as public sector organizations, in order to keep and grow market share. The latest version of Oracle Communications Unified Communications Suite gives CSPs the capability to do just that. In addition, its integration ...
SYS-CON Events announced today that Creative Business Solutions will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Creative Business Solutions is the top stocking authorized HP Renew Distributor in the U.S. Based out of Long Island, NY, Creative Business Solutions offers a one-stop shop for a diverse range of products including Proliant, Blade and Industry Standard Servers, Networking, Server Options and Care Packs. As a trusted supplier, CBS guarantees quality controlled stock levels thanks to an Auto...
SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microservices, and more.
The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT. This is disruption; of course, we understand that – change is almost always disruptive.
GENBAND introduced its Real Time Communications (RTC) Client for Lync* to seamlessly combine real-time communications with Lync Instant Messaging (IM) and Presence. “We’re shaking up the economics of delivering Unified Communications (UC) and offering a compelling way to integrate previously bespoke communications technologies,” said Carl Baptiste, GENBAND’s Senior Vice President, Enterprise Solutions. “We’re offering enterprises the best of both worlds by combining our own high availability voice, video and collaboration with Lync’s IM and Presence; creating a single, web centric, client. O...
After making a doctor’s appointment via your mobile device, you receive a calendar invite. The day of your appointment, you get a reminder with the doctor’s location and contact information. As you enter the doctor’s exam room, the medical team is equipped with the latest tablet containing your medical history – he or she makes real time updates to your medical file. At the end of your visit, you receive an electronic prescription to your preferred pharmacy and can schedule your next appointment.
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
SYS-CON Events announced today that Optimal Design, an Internet of Things solution provider, will exhibit at SYS-CON's Internet of @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Optimal Design is an award winning product development firm offering industrial design and engineering services to the consumer, medical, and defense markets.
How is unified communications transforming the way businesses operate? In his session at WebRTC Summit, Arvind Rangarajan, Director of Product Marketing at BroadSoft, will discuss how to extend unified communications experience outside the enterprise through WebRTC. He will also review use cases across different industry verticals. Arvind Rangarajan is Director, Product Marketing at BroadSoft. He has over 19 years of experience in the telecommunications industry in various roles such as Software Development, Product Management and Product Marketing, applied across Wireless, Unified Communic...