Grupa Onet.pl S.A.
Reader preference pattern analysis delivers more personalized contact and drives deeper engagement
”More visibility into readers’ preferences means we can provide a more engaging experience and provide more exposure — and profitability — for our advertisers.”
Justyna Duszyńska, head of advertising sales
Based in Krakow, Poland, and founded in 1996, Grupa Onet.pl S.A. (Onet) is a privately held online publisher that focuses on information, entertainment, communication, mobile and online advertising. The company’s platform supports online dating services, blogs, video-ondemand (VOD) and other online activities.
To engage readers and get them to spend more time on its site, Grupa Onet.pl S.A. needed to provide them with content they could care about. The challenge was to create and maintain a profile based on user content preferences that could be complex, constantly in flux and vary by situation.
Onet built a series of preference models that analyze user behavior dynamically, and then it created a segmentation scheme that serves as a framework for personalized content delivery. Starting with a core of subject matter interests, the model fills out the nuances of reader behavior — such as how preferences and behaviors may vary based on place, time of day and type of device employed by the reader — so that content grabs and keeps attention.
Onet has experienced a substantial increase in the number of page views across all of its digital properties while substantially reducing the average amount of time spent by users on a single page. With users devoting more of their time to interacting with content on the Onet site, the publishers behind that content have been able to generate more advertising revenue. Onet’s improved ability to offer targeted, personalized content is also encouraging more return visits to the site, thus increasing loyalty and laying the groundwork for long term ad revenue growth.
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