Executives at DigiMine say their Wireless Business Intelligence (WBI) service is the first to crunch data contained in log files for wireless Internet content providers, service providers and carriers. The software analyses data in real time to provide a snapshot of how individuals use the wireless Web.
WBI can determine the sites that are most popular with handheld computer users, the promotions that work best for mobile phone users or the products that will probably be purchased from a wireless pager. For example, it could show that people trying to make a purchase from an electronics e-tailer generally give up only one or two steps away from closing the deal--in part because certain aspects of the site are inconvenient for cell phone users.
WBI is part of a suite of DigiMine-hosted data mining services. Data mining is the use of statistical analysis to uncover hidden patterns in otherwise random information. The science is expected to revolutionise the Internet during the next decade, resulting in a "personal Web"--both wired and wireless--tailored to an individual's preferences.
Through data mining, marketers can target customers with personalised stock quotes, news updates, special promotions and other information they are most likely to use, dramatically reducing advertising budgets and boosting revenue. It is also entirely automated, reacting instantly to changes in a customer's behaviour, unlike the vast majority of personalised services on the Web today that require people to fill out questionnaires.
