7th June 2001 - Precision Marketing

PDV Software To Keep Track Of Customers

Precision Data Ventures (PDV), the company behind data capture website TheDailyDraw.com, is going live this week new tracking software it claims is a first outside North America.

The software, the result of a link between PDV and US company Engage, will be used to track players' movements and preferences on the site and should add value for advertisers whose banners will only be shown to players with the correct profile for their product.

All types of segmentation will be used, including age, sex, Mosiac, interests and how long they have been online. The system tracks customers' clicking habits and after a while will only show them ads they have expressed an interest in.

"This is all dynamic data which is updated each night," explains PDV managing director Derick Hill . "This model is based on behaviour and stops you being shown irrelevant banners."

The 28 advertisers on the site include Marbles, Amazon and Tesco, which is using the scheme to look at correlation between wine buying and geography.