Engage Technologies rolled out
Engage.Knowledge, a suite of services and enabling technology that leverage
the company’s behavioral database of Web visitors for use in real-time
targeting applications and Web market research.
Engage is a wholly owned subsidiary of Andover, MA-based CMG Information Services Inc.
“Engage-Enabled” Web sites will have access to the Engage database of more
than 10 million behavior-based, anonymous user profiles, which include
historic and multisite views of individual users’ interests, experiences, and
usage patterns.
These profiles are culled from a selection of participating, high-traffic Web
sites, and can allow online marketers to provide relevant content, ads, and
offers to Web site visitors from the moment they land on a site.
Engage.Knowledge will ultimately consist of two, distinct product and
service offerings: Real-Time Targeting and Web-Wide Market Intelligence.
Available in March, organizations can interact in a real-time, relevant manner
with both first-time and repeat Web site visitors, without requiring personal
registrations or disclosures, the company said. The process uses dynamic links
to the Engage database of anonymous user profiles, which grow in-depth and
sophistication as users travel across Engage-Enabled domains.
“In Engage-Enabled environments, each and every anonymous Web site visitor
can be
instantly presented with personalized, high-value content, appropriate
commerce-driven messages and incentives, or relevant advertising banners,”
said Engage Technologies president and chief executive Paul L. Schaut.
Available in the second quarter, Web-Wide Market Intelligence will be a
subscription-based service enabling marketers and research-dependent
organizations (such as investment bankers, market analysts, etc.) to tap into
the database of anonymous behavioral profiles made possible by
Engage.Knowledge.
Custom queries will allow companies to learn everything from browser adoption
rates to Web usage trends, the company said.
According to the company’s chief technology officer, Dan Jaye, visitors to
Engage-Enabled Web sites will be tagged with a unique but anonymous numerical
identifier, which will capture their online behavior and usage patterns across
the numerous sites within the Engage-Enabled community.
“What people do can be very different from what they say and current behavior
is an exceptional predictor of future behavior,” said Jaye. “With Engage’s
anonymous, behavior-based profiles, we don’t capture who a Web visitor is, but
what they are interested in. Engage.Knowledge is designed such that Engage and
its customers cannot track down individual names or e-mail addresses.”
Initial customers include Livent, MapInfo, Reel.com, ADSmart, and Lycos, the
company said.
Engage.Knowledge will utilize a usage-based subscription model, with discounts
available to companies who choose to contribute their Web site data to the
user profile database. Pricing specifics were not disclosed.
