Everything you do online is being used to track you and guess what you’ll want to do next
Online
shops such as Amazon swear by one rule: get to know everything about
our customers. The more information it has, the more specific its user
profiles will be, and the more effective its advertisements. Thus,
products that one has viewed on Amazon influence the display of others.
For instance, if someone buys a Wii game console, he will be offered
accessories for it in the future.
Many
find this invasive and Amazon has had to face criticism from
individuals, activists, and even the media. German TV host Günther Jauch
famously called out the store after he once received a package with
something he called “erotic”, which had not been meant for him. Since
then he has constantly received pornographic recommendations. Though
Jauch’s surprise has given rise to plenty of jokes about his supposed
gifting ideas, it also exposes the weaknesses of this system. Amazon
does not know that the erotic product was not supposed to match with
Jauch’s profile.
Amazon
also often displays products that are not of interest to the customer—a
waste of advertising space. In one such example, Amazon displayed two
different types of refill packs for a coffee machine it was selling, in
the advertising module titled “Customers who bought this product also
bought…..” The packs did not work with this machine at all! This is
annoying for those who see an opportunity and quickly buy what looks
like a good product, assuming it matches.
Analyzing surfing habits
Behavioral
Targeting techniques are an evolution of this idea, which many
marketing professionals consider a wonder weapon. Behavior-based
advertisement displays take into account where the user comes from,
which websites he has visited previously, and what he has clicked on.
For
a long time, Google’s AdWords service has been displaying
advertisements after detecting keywords on a web page. However since
March 2009, the search giant has also been offering behavioral targeting
and can display specific advertisements to groups of people. For
instance, if a user has been browsing through a sportswear website for a
football shirt in August, he might be shown ads for another website
with Christmas offers on similar products in December. Google itself describes its technique as using cookies which save tracking information on users' computers.
The
possibilities available to a shop through behavior-based display are as
endless as the creativity of search and marketing providers. If a
customer only clicks on special offers, the online shop can even
discourage him by directing him to a slow server in the future and
spoiling the fun of bargain shopping. In addition, the dealer puts the
customer at a disadvantage by not displaying advertisements related to
special offers. These will be shown only to customers they want to
reward!
Online
shops also apply marketing tips from the real world. For instance, if a
retailer wants to attract only well-to-do customers, leaflets with
attractive offers are only put in mailboxes in upmarket areas with
well-situated residents. Similarly, one can use geolocation information
to analyze the place of origin of a surfer and recommend specific offers
to him or her. The coordinates obtained through IP address identification on the Internet are very fine-grained, but modern
cellphones and certain desktop browsers now supply precise GPS
locations, which can even be used to guess the financial behavioral
pattern of any surfer.