Silent Intelligence

Chances are, you’ve already been exposed to Silent Intelligence, more commonly known as Behavioural Targeting. Bought something from Amazon? They use behavioural targeting on product pages, on the home page after you’ve signed in and in your own store area where they offer personalised recommendations based on previous purchases.

It’s now commonplace to find websites that use some form of behavioural targeting. At STV we’re actively looking at options available to us; we want to make our sites more intelligent.

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 user’s journey, apply weightings and serve up a more customised version of the category and article display page. 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. In doing so, we would expect to see longer session times, increased page views and increased ad revenue.