Silicon.com, the B2B broadband television news and recruitment service, has selected the SAS eIntelligence solution to deliver knowledge rapidly across the entire organisation.
The primary goal of the solution is to enable Silicon to know which stories, advertising or pages generate the most interest, and establish a detailed profile of all users. This will improve the understanding of how its website is used, so that it can personalise advertisers’ campaigns.
Tom Bureau, commercial director at Silicon.com, said: “Understanding online user behaviour is critical. Without detailed demographic profiling no online medium can possibly deliver the benefits of the web.”
The Silicon site produces huge volumes of clickstream data generated by users - which have doubled in the last 12 months to over 250,000 members. Millions of page impressions are generated each month. The SAS solution converts this data, along with other data into business intelligence that relates directly to Silicon’s own business needs.
By segmenting and profiling its’ readership, Silicon will be able to provide potential advertisers with more detailed facts and figures on visitor numbers, visitor behaviour, customer preferences and demographics.
The company will pass back to the advertisers comprehensive information on the effectiveness of campaigns, the profile of customer groups most interested in their advertising and the overall success of individual campaigns and ads.
Rob Lewis, chief executive of Silicon.com said: “From launch we recognised the importance of fully understanding who your users are, and what types of content they desire. Solutions like SAS are a key part of this publishing strategy. It is the effective use of these technologies that will enable us to roll the Silicon brand out across Europe.”
Jonathan Opperman, co-director, SAS UK eIntelligence Centre, concluded, “Speed of delivery is key in the e-space. With SAS’ Rapid Warehousing Methodology and a team of four consultants, we were able to deliver the data warehousing environment and key areas of dynamic web-based reporting in just four weeks.”
Launched in July 1998, Silicon.com delivers a personalised real-time news and recruitment service in both text and broadband TV to the desktops of UK-based IT, eBusiness and business decision-makers. The company’s headquarters and UK TV studios are in Chelsea, United Kingdom, with offices in Munich, Germany and Paris, France.
SAS eIntelligence software and services, enable customers to turn raw data into usable knowledge. Its software is used at more than 33,000 sites in 110 countries.