Amante Inc

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Most people are aware that companies track their online behavior in order to better understand what causes consumers to take certain decisions. However, many do not realize the importance of "autonomous" or off-line data that is appreciated as much as its online "colleague". And if a company is able to get a comprehensive demographic picture of the consumer, it gives the opportunity to conduct the campaigns more effectively. And in this case, on-line data is not enough.

Such companies as Google, which bought the supplier of the tools for the analysis of advertising investment Adometry, and AOL which acquired the analytical company Convertro, are trying to improve their database of consumer offline behavior. These absorptions clearly demonstrate the value of "autonomous" data in reality. The titans of Silicon Valley are aware of the fact that understanding of consumer's behavior in the real physical world, not just in the Internet, allows you to more accurately predict the online interaction, target on specific demographic parameters and deeper personalize advertising campaigns. User's behavior in real life helps to understand his habits and desires. Companies that have this kind of information, are able to come up with more interesting and accurate in terms of targeting advertisements encouraging consumers to make repeat purchases.

The company obtains most of the "autonomous" data from the recorded conversations in customer service, as well as the analysis of purchases that the consumer does in the traditional, ie physical stores. Tracking consumer offline behavior, the company can identify specific spending habits in accordance with such identifiers as e-mail. Then brands optimize their web pages, initiate mailing lists and create ads targeted to specific customers. While some are still gnawed with doubts about the feasibility of a comprehensive monitoring of consumer habits, with others such approach is justified and useful. After all, when a company comes to an understanding of what people want, it can produce the products and offer services that fully meet the desires and needs of its customers.

To get autonomous data, the companies tend to track the behavior of consumers, collecting their email addresses during cash settlements in the self-service stores. Then, these companies find customers online as soon as they use their e-mails to register on the sites to which the company is relevant. In this case, the computers of consumers are "marked" with the help of special software. When such a "labeled" customer visits the corporate website, his is demonstrated a personalized advertising, which offers unique and specially selected products.

And this is just one of many ways to search data. In addition to the analysis of offline purchases, companies are also studying other massive amounts of behavioral information that is not related to online commerce. Brands want to know where their potential and existing customers live, if they have families, which cars they drive, and more. Some collect information using "onboarding" method (support of new customers), and some prefer to buy certain off-line data from companies that specialize in its collection.

Regardless the process of data buying, every company that does business on the Internet, can benefit from "autonomous" data. And successful companies have learned long ago that only the understanding of the client base, including potential buyers, is the key to create an attractive and, most importantly, profitable online content.