The Unifying Property Approach

Our focus is on finding people who have a characteristic: the Unifying Property (U.P.).

As an example, let’s take a beer brand. The traditional approach for them would be to try to target a “profile” such as “beer drinker: male, 21-42 years old, football fan, visits sports websites”; instead, the U.P. approach indicates: if you need “beer drinkers” then let’s find beer drinkers; nowadays you don’t really need “proxies” for that. For example:

  • A U.P. for an online English learning service may be “people interested in learning English in the next year”.
  • A U.P. for a political party may be “people who are going to vote in upcoming elections”.
  • A U.P. for a pharma company may be “people affected by diabetes”.

Whereas “intent-based” methods leave out people who do not show intent, and “intelligent-targeting” or “data mining-based” methods reduce the whole of your consumers/users to audiences, Predictvia attempts to cover the complete spectrum of the people of strategic interest for your organization.

Predictvia’s U.P. centered technique is based on the fact that people are already grouped in hundreds of thousands of micro-clusters defined as such around an interest. Since we are able to apply advanced modeling techniques on that data, we can find the precise “spots” where people with the U.P are “located”.

These interests are, by definition, targetable. So anyone can reach people who have those interests by using the Facebook, Google and Twitter targeting capabilities. Predictvia measures how good the selected interests are: a “good” interest (U.P. Finder) is one where you find a proportion of people with the Unifying Property, larger than the proportion of such people that you would normally find among specific region general population.

You just have to provide a brief description of your market or the specific problem you’re trying to solve, and we’ll define the right Unifying Property for it.

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