IBM Buys Tealeaf Technologies–Mining Software That Captures Users Activities When Visiting Websites
Posted May 02 2012 8:46pm
This is one of those software companies that is mining and tracking you on the website, which I don’t mind but when they turn around and sell my data other than in house use for better intelligence I get concerned with a lot of this software. I was on a site a few months ago and they had some issues and what was funny is there was a rogue algorithm and on the screen I got to see someone else’s data being captured, it was funny and again a fluke in the software but while I was there I watched. Now I have used software as such that allows you to watch a user’s activity but for me, does it matter, no.
Analytics do matter though as far as seeing what interests visitors and where to better target information and who’s not doing that today. If you have been on some of the big company websites, Wells Fargo as named here for one as a client, you have been captured.
“Tealeaf has over 450 customers worldwide including 30 of the Fortune 100 companies, including Dell, Wells Fargo, Air Canada, GEICO, Orbitz, Crate & Barrel, Neiman Marcus, Expedia, Zappos, ING Direct, Best Buy, DirecTV, McKesson and StubHub. The company has raised $12 million from Bay Partners, Matrix Partners and Foundation Capital.”
ClickTale is another company that does the same thing as far as collecting data and again for smarter marketing not a bad idea but the selling of the data is the part that bothers me the most.
Basically, Tealeaf’s software captures and records what each customer is doing and seeing in real-time on every page and across all site visits, down to the page-by-page, browser-level experience. By capturing every single customer’s visit, as well as the reaction of the site in response to the customer’s requests, Tealeaf captures both the quantitative and qualitative details of every single interaction. This data is then used towards optimizing the customer experience.