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Thursday “Open Mic” Guest Speaker Series: Ben Waber – CEO, Sociometric Solutions

“I don’t care what the current processes are. Never stop looking for ways to do things better.” – Venkat Kolluri – CEO, Chitika Inc.

As a product of our CEO’s philosophy, we have a weekly tradition here at Chitika to invite a business or industry thought leader join us for family lunch on Thursday afternoons to talk about their work, research or business, and hold an informal discussion with us Chitikans. In the past, we’ve welcomed technologists, charity-focused entrepreneurs, and this week, we brought in MIT Media Lab alum and Harvard Senior Researcher Ben Waber.

Largely stemming from his work at these area academic powerhouses, Ben is also the CEO of Sociometric Solutions, a management consulting company that is turning the industry on its head. As Ben explained, the heart of his companies work is based around the sociometric badge – a technology he and the Sociometric Solutions team helped develop at the Media Lab during the late 2000’s. This device, the size of a small digital camera, is worn by an organization’s employees to physically measure organizational dynamics. Namely:

  • Who a person is talking to (but not what they are talking about)
  • How that person is talking (involved, disengaged, interrupting, thought provoking etc.)
  • Generally where you are in the workplace

These features are all thanks to the badges’ integration of an infrared transmitter, BlueTooth, motion sensors and a microphone. The company’s philosophy of an ‘opt-in’ model still leads to participation rates of close to 90%, and anonymity and privacy are held in the highest regard, including the inability for the badges to physically record conversations and personal statistics never being shared with superiors.

The results they’ve seen from applying the lessons from their insights are truly astounding:

  • A 25% increase in call processing rate at a Bank of an America call center simply by overlapping employee breaks rather than staggering them. This strategy is in the process of being rolled out by BofA to all of its nationwide call centers.
  • Increasing sales revenue by 30% thanks to raising the level of face-to-face interaction between different departments at a large German bank.

Chitika employees had a variety of questions ranging from possible additional features, to past experiences, to specifics on the software, and the ensuing discussion lasted well through the end of the lunch hour. Cutting edge technology like this always strikes a nerve with the company, and we were so glad to have Ben showcase the amazing work he and his team is undertaking for our whole Westborough office.

Stay tuned next week for another recap, and drop us a line at press@chitika.com if you’d want to have lunch and share your experience with us!

 

Publishers Favor Smartphone Platforms for Mobile Advertising

According to Erick Schonfeld’s report on mobile trends, smartphones now host over 78% of all mobile ads in the United States. He references research from InMobi, one of the world’s largest mobile ad networks, which reviewed mobile ad impressions from quarter to quarter of this year. Now well into quarter two, InMobi already has seen an 11% rise in mobile ad impressions on smartphone platforms. They expect that smartphones will serve 90% of mobile ads by the end of quarter four.
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Smart Phones Pave the Way for the Future of Online Advertising

According to Matthew Campbell and Amy Thomson of in Bloomberg.com that the geo-locating Nike and Heineken apps proves that mobile advertising has arrived for real. Due to the recent developments in smart phone technology and the resulting increase in popularity, mobile advertising is the hot new marketing venue. Campbell and Thomson cite Gartner Research, which projects that there will be a total of $3.3 billion spent on mobile ads in 2011. Based on the persistent rise of smart phones and apps, they predict that the total capital in mobile advertising will reach $20.6 billion by 2015. Campbell and Thomson point out that companies are investing heavily in mobile ads, taking advantage geolocation feature on smart phones and tablet computers.

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Mobile Games are the Next Frontier in Advertising

The massive growth of mobile games since 2008 reached an astounding $6 billion last year. Earlier this year, Don Reisinger reported that Juniper Research expects this $6 billion in sales to reach $11 billion by 2015. This assumes that the current rate of growth of mobile games continues and there is little sign that it is flagging. The popularity of mobile gaming has presented marketers with a prime opportunity to advertise. Reisinger expects a 10 fold increase in in-game ad revenue from last year ($87M) to 2015 ($894M).

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Paid Search Ads: How the Nature of Online Advertising Has Changed

Tom Taulli, a Forbes writer who specializes in finance, wrote a compelling article concerning the significance of paid search advertising.

He informs us that paid search has become the pinnacle marketing strategy in the realm of online advertising. Taulli also touches upon alternate strategies that providers use to increase the odds of people clicking on their ads; they will change the font, add eye-catching photos, place the ad in different locations, or come up with clever slogans to entice searchers.

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