Re: [IxDA Discuss] Using behavioral targeting to customize content
Thanks for your comments guys. Both of you make very interesting points. Thomas, I never considered this point of view; that the system would always be one step behind the users current interests. However, in reality, do users interests change rapidly? I would guess a regular use exhibits the same habits over time, with subtle changes in interest. I like what you said, John, in your blog post, we need to ensure such personalisation enables us to exclude what we know you will not like, keeping the edges of what you might like very fuzzy indeed I love Last.fm too. I like the similar artist feature although, I don't use it as often as I should. I also use Amazon recommendations regularly. I don't think it's fair to say these systems inhibit serendipity. Users can still stumble across new things even if it's through a system that learns what they like. I think both your points raise important questions about the algorithm and weighting in the system, rather than the principle. To aid serendipity and discovery, the system could track trends across the site, so we can see what the crowd is interested in. These trends, our understanding of the individual user along with editorial control could offer a more rounded experience of content. Non? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
With last FM the goal is simple. Providing you with suggestions based on your musical neighbors. It look's at what you are listening to and what you say you like or don't. I can imagine that with you guys it's not that simple, unless you where able to get statistics of what the users watch on their television and whether they liked what they saw. So I am wonder what you are trying to achieve. Perhaps that is where we should really start? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
Hi Thomas, our primary aim is to create a continually evolving and richer user experience through increasingly contextual content. In doing so, we would expect to see longer session times, increased page views and increased ad revenue. Our system, or the principal of Silent Intelligence isn't that much different from the Last FM app. Our sites would continually listen to our users consumption patterns: * what they read across all our site * what videos they watch * what they choose to share By understanding the user better, I'd hope we can provide and environment that exposes more content they enjoy, more content that is relevant to them and more content that they might not otherwise have found. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
[IxDA Discuss] Using behavioral targeting to customize content
Hello, At Scottish Television, we are actively exploring ways to serve up a degree of custom content to every user the 'deeper' they travel into our sites. Taking a typical example of a user interested in football, we would serve up more football related articles to that user. We would be able to listen to the meta data on each article and page viewed in the users journey, apply weightings and serve up more customised pages. As the user goes deeper into the site, we would narrow the focus of articles and categories. As the user goes back up, we would widen the focus of articles and categories. The primary aim of silent intelligence is to create a continually evolving and richer user experience through increasingly contextual content. We are making the assumption that a user wants more content on a particular topic. As we learn more from what they are reading, we want to provide ever more related content. I am concerned that by continually 'narrowing the focus' of content we could lock users into a dead end. However, it may not be any more of a dead end than unrelated, uninteresting content. Although, ultimately the user is the judge of this, regardless of the method we use. It's obviously important that we offer ways to 'widen the focus' quickly. It's also important we balance the amount of content that 'narrows'. I'd be really interested in hearing your thoughts on this, positive or otherwise. Thanks! Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
Bumping back to top! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
As I interpret your description I believe you are building faceted navigation http://www.welie.com/patterns/showPattern.php?patternID=faceted-navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
We used to call the progressive contextual profiling. Did a big project for Bank Of America back in 98 with that. It makes sense to do this if you are trying to make sure that the user get only what is relevant to them. (i.e. if you are from the military, then information regarding military banking is important. But it's very dangerous assume what the users want to see if you don't have any clear idea about why they are selecting whatever specific category. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
Hi Thomas, Yes, I've heard of banks using this before. It wouldn't be as harsh as selecting a category to narrow the focus. We would require a user to read several articles before we start to understand what they are interested in. So it would be a progressive, to steal your phrase. It would be good to hear from others who have implemented similar systems. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
But isn't the problem that if you spend time understanding the customer then you risk understanding what they used to be interested in and not what they are currently interested in? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
Re: [IxDA Discuss] Using behavioral targeting to customize content
I wrote about this in December last year (http://ccgi.amorgos.plus.com/blog/?p=12) reflecting that as our capabilities improve to track, trace and otherwise interrogate our digital pathways we will increasingly be able to create post facto hypotheses about what you are keen to see more of. A general advancement of 10+ year old model of 'people who bought x also bought y' model. Care must be taken to not lose the value of serendipity in the digital experience, particularly where compelling content such as yours exists. Just because I read a lot about Scottish football doesn't mean I will not be fascinated, even bowled over, at the discovery of a classical concert being broadcast this weekend (excuse me if I have interpretted your content incorrectly). In addition to my piece already mentioned, there was an article in August in the New York Times which addressed the decline of 'serendipity in the digital age'. I'd include the link but if I nav away from this tab in Safari on the iPhone I'll lose the post :) I'm not suggesting that what you propose isn't right, I would just counsel in favour of retaining some lateral discovery by out-of-segment promotions and retention of the majority of the global navigation architecture. Best wishes, John Gibbard Senior Information Architect, Dare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from ixda.org (via iPhone) http://www.ixda.org/discuss?post=46208 Welcome to the Interaction Design Association (IxDA)! To post to this list ... disc...@ixda.org Unsubscribe http://www.ixda.org/unsubscribe List Guidelines http://www.ixda.org/guidelines List Help .. http://www.ixda.org/help
