Text-based Intention Analysis
At Aiaioo Labs, we have been developing text analytics tools for the discovery of intent for a number of years, as explained in the following articles:
In recent months and years, we have seen other firms come up with similar technologies, studies and initiatives:
- SocialNuggets offers a study on the ROI of intent analysis
- Solariat has been trying to convince Facebook to use intention analysis for ad placement
- WisdomTap did a study on the power of intent analysis with us
These are all text-based studies, using the content of conversations on social media to discover intentions.
However, the most recent attempts at improving the targeting of ads have focused on methods for discovering intent without using any unstructured information. Below, we look at two of the methods.
One of the methods is advertisement retargeting.
Retargeting involves showing ads to customers based on intent discovered from past visits to sales portals. For instance, if you visited Amazon’s books section, you have demonstrated the intent to purchase books. It’s clear as crystal, and there is no text analysis involved.
Now if Amazon tells Facebook that a particular user visited Amazon’s books section, Facebook can use the information to show suitable Amazon ads to that user, even after the user has left Amazon. That is called retargeting. It is in essence a kind of intention analysis, but without the use of text.
Here is an article about retargeting on Facebook:
Another method is the use of special purpose social networks.
Special Purpose Social Networks
When most people go on LinkedIn, they have careers or business contacts on their minds. So, LinkedIn might work well for job ads or B2B branding exercises.
This article on Forbes talks about this type of intent analysis: Why Consumer Intent Drives The Value Of Social Networks
It’s very interesting to see wholly new ways to guess at social networking users’ intentions.
- Advantages: doesn’t need data from outside the website
- Disadvantages: might be perceived as an invasion of privacy, needs conversations, low volume, low accuracy
- Advantages: high volume, high accuracy, no privacy issues, needs no conversations
- Disadvantages: needs data from outside the website
Special purpose networks
- Advantages: high volume, no privacy issues, needs no conversations
- Disadvantages: low accuracy, the space of intentions that can be assumed is limited per network