Different target groups need to be addressed in different ways. So far so good. The idea of providing first-time visitors with special content is new, however. Take websites for tourist destinations, for example. Every tourist wants to have a nice holiday. But everyone has a different idea of what that means. The cycling enthusiast plans his next tour, the family searches for the perfect holiday home, the “best ager” wants to go on a cruise.
The question is, how can all these different requirements be met with a justifiable amount of effort? The solution involved incorporating the idea of predictive content delivery into an intelligent website concept.
By using keywording, text analysis, fingerprinting, analysis and evaluation of the browsing habits of the visitor to the site, the system learns and is able to offer even first-time visitors of the website suitable content. In order to prevent the notorious echo chamber effect setting in and increase the amount of time spent on the site, relevant content from other fields of interest is displayed alongside.
The anonymous data that is collected allows a detailed analysis of the user’s interests to be performed and provides the operator the possibility of optimising their offering on a perpetual basis.