BlueKai released its latest Pulse Index with particular focus around car buyers and insights such as "the appearance of Kia and Hyundai in the Top 20 Car Models may indicate a shift in intent towards more 'value' -focused brands. ". Download the Pulse Index (PDF). And, read the release.
BlueKai CEO Omar Tawakol discussed the Pulse report and its findings with AdExchanger.com.
AdExchanger.com: Auto in-market intent data appears particularly powerful, how does it differ from other verticals?
OT: In-market data is all about acquiring the strongest signals of intent from the user and the strength of a particular signal is often related to how consumers make purchases in a given vertical. At BlueKai we modify our "in-market" criteria to reflect this changing behavior from vertical to vertical. For example, for travel, a typical consumer considers a few factors before purchase: price, schedule, and destination. Collection of any one of those factors is a very high-quality signal. In autos, the factors are similarly distinct - price range, type of car, new or used. The fewer the factors involved in the decision making the stronger the signal from any one of those deciding factors. For other verticals the "decision factors" change. For example, in shopping, we move to the product level, i.e. looking at a specific flat panel tv defines an in-market event for consumer electronics. We are very deliberate in adjusting our filters to accommodate the different consumer decision processes across verticals.
How can publishers unlock the value of the intent of their users?
BlueKai is keenly interested in encouraging a vibrant, healthy data ecosystem. As a result, we would advise that "unlocking the value of intent" for publishers begins with treating that information and data carefully with full privacy controls and transparency for the user. No ecosystem is going to develop if consumers are concerned about "bad actors" misusing their data regardless if its non-PII. Publishers should maintain clean, clear guidelines for their user data and work with established and respected companies that follow those same guidelines.
Assuming the above is understood, publishers can then look to establish the value of their users in a spot market like that of the BlueKai Exchange. Once publishers understand the inherent value of their data they can begin building product strategies around optimization.
What's the case being made for brand marketers with the Pulse Index?
Historically, targeting audience on the internet has always been of interest to brand marketers, but practically never offered the type of reach they were looking for. Pulse shows brand marketers that obtaining reach for targeted high-value segments is now possible through a data exchange. Pulse also provides interesting feedback on the effectiveness of traditional marketing on consumer intent, as we have seen increases in intent for specific brands shortly after the launch of high-profile national campaigns.
By John Ebbert