Using sophisticated algorithms, MINEit software can figure out such things as where visitors to a site come from, what they look at, the frequency of their visits, where they leave the site and why and the most popular routes through the site. Moreover, it can extrapolate enough information from a visitor's browsing behavior to categorize each customer, without needing to know any personal details. From that categorization, sites can second-guess how a customer will act and market directly to him or her. For example, a shopper picking through the Chilean reds at a Web wineshop may be automatically shown an ad hawking a special on Argentine merlot. Because research shows that fans of Chilean wine are willing to try wines from Argentina.
MINEit software can also help e-businesses ensure that their marketing is effective.
Just knowing how many visitors a banner ad brings through the door is not enough, Mulvenna claims. One of his clients had banners ads on two different newspaper websites. One ad had pulled in 10,000 visitors, the other only 5,000. MINEit competes against such established companies as Accrue Software, NetGenesis and Blue Martini Software. But Mulvenna insists his software is more sophisticated than the others' and allows for a much greater degree of personalized marketing.