Using the data we willingly give
This had to happen.
MasterCard is opening it’s own online mall, using an advanced software program from NEXT JUMP to stock it with items you, individually, are most likely to want to buy.
It’s called the MasterCard MarketPlace and it just debuted this week.
Every web site you visit, every link you click on can be tracked, and NEXT JUMP claims to track this behavior over thousands of retail sites, giving it access to a ginormous number of personal consumer decisions.
They claim to turn one in every eleven browsers into buyers, a rate that is way above norms in online targeting.
So the MasterCard MarketPlace you enter is personally stocked with items you are most likely to want.
With the abundance of web tracking data available, how much are you using to your station’s — and your clients’ — advantage?
The predictive algorithms Pandora uses can just as easily help you customize a playlist for each one of your listeners, but branded to your “station” name and personalities.
If I can hear my favorite songs, and be introduced to great new songs I am likely to enjoy, and still hear my favorite DJ in my local town, why wouldn’t I choose that over Pandora?
Are your online ads targeted to individual users?
If I am offered information, or special discounts, on products I am already interested in buying, why wouldn’t I be more receptive than I am to the generic, mass appeal, value-added banners and flashing sidebars I see on your web site now?
The technology to do this is here.
What are you waiting for?