Excite CEO George Bell, Excited by the Web
"The Web According to Me Unless I'm Wrong"
wired.com
>>...Bell said 50 percent of Excite's traffic still
comes from searches. Excite has 4 million daily
users, but personalization brings people back.
Twenty million subscribers have personalized
Excite pages, and they come back 25 times
more frequently than those who don't, he said.
People are getting addicted to their personalized
pages, he said. "It's good heroin."
Excite uses MatchLogic, an ad-targeting
subsidiary of At Home, to gather user
information, which helps the site deliver directed
content and ads.
The "task solving" that Excite provides, Bell
said, drives usage, which begets data, which
feeds targeted marketing. He also said that
Excite is getting "huge responses" to its direct
marketing email, and that if email matches a
user's interests, they don't consider it spam.
For the advertiser, Bell said that Excite will one
day be able to offer one report, every 24 hours,
across all media, which can recommend to the
advertiser changes they might want to make in a
current ad campaign. He said advertisers
already have access to this on narrowband with
MatchLogic, and that a few months ago the
company started using SpeedSelect, which
"sniffs" the speed of a user's connection across
all bands and feeds that information to the
advertiser... << |
