Engage Offers Targeting, Research Via Behavioral Database

  |  February 10, 1998   |  Comments

Engage Technologies rolled outEngage.Knowledge, a suite of services and enabling technology that leveragethe company's behavioral database of Web visitors for use in real-timetargeting applications and Web market research.

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 email 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.

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