Databases Reference
In-Depth Information
A privacy infrastructure provides the capability to store information about
“opt-in” and to use it for granting access. Anyone with proper access can obtain
the PII information, as granted by the user, while others see only obfuscated data.
This solution provides us with enormous capability to use statistical data for a
group of individuals while selectively offering “one-to-one” marketing wherever
the consumer is willing to accept the offers.
An audit can test whether the obfuscation process, algorithms, and privacy
access are working properly in a multi-partner environment where third parties
may also have access to this data. If properly managed, the data privacy frame-
work provides gated access to marketers based on permission granted by the
consumer and can signiicantly boost consumer conidence and ability to inance
data monetization.
4.5 Real-Time Adaptive Analytics and Decision Engines
As I was watching a movie online recently, the website displayed an advertise-
ment every 10 minutes. Since I had not paid anyone for watching the movie and
am used to watching commercials on television, it should not have been a big
deal to see a commercial every 10 minutes or so. The website, however, decided
to show me the same commercial over and over. After about the ifth time, I felt
sorry for the poor advertiser (one of the two U.S. presidential candidates) because
the effectiveness of the ad had long since dissipated and, instead, an annoyance
factor had crept in. I was facing a real-time decision engine that was rigid and
was placing an advertisement without any count or analysis of saturation factor.
(As an aside, I live in a “swing state” for the fall 2012 U.S. presidential elections,
so it is possible the advertising agency for the candidate had decided to saturate
the Internet advertisements to my location.)
How do we build real-time decision engines that are based not on static
rules but on real-time analytics and are adaptive, introducing changes as they are
executed? In real-time ad placement, a number of factors could have been used as
input using information already available to the website that was offering me the
movie. For example, the site was well aware of the movie genre I had accessed
during several visits to the site. An analysis of this genre could have placed me
in several viewing segments. In fact, the same website offers me movie recom-
mendations, which are based on prior viewing habits. This recommendation
engine could be offered to the marketers in placing advertisements that match my
viewing habits.
Advertisements saturate over a given number of times, after which any
additional viewing is ineffective. The website could count the number of times
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