HP developing behavioral tool

Share this article:

Hewlett-Packard, a marketer that has moved 40% of its ad budget to the digital space, is beta-testing i-catcher, a behavioral tool that it plans to launch in March 2010.

I-catcher charts consumers' attention to each piece of content on a Web page. Some HP customers are using the product in beta, but the company would not reveal the identity of those clients.

The i-catcher tool indicates to marketers where and for how long an item should be offered on a Web page to increase views, said Michael Mendenhall, CMO at HP.

Mendenhall explained that Bernardo Huberman, director of the Information Dynamics Laboratory at HP, created the algorithms for the tool that tracks "attention and decay" to predict what efforts will become viral and which will fade.

Mendenhall said HP is "very committed" to engagement marketing. "It's not just about interruptive marketing," he said. "It's about engagement."

To improve its position in the direct mail, transactional and transpromo markets, HP announced an alliance with RR Donnelley in September to develop digital printing platforms for digital inkjet presses.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.