The service provides tracking of application traffic and analytics to segment visitors and markets. It aims to help target advertising and other messaging strategies by audiences and users based on predictions of their preferences and behaviors. Proprietary analytical algorithms and â€œBig Dataâ€ processing reference the provider's data repositories and compare events and user patterns to describe user characteristics and predict effectiveness of messaging.
API methods support definition of entities to be tracked and logging of application events associated with those entities. Methods support detection and assignment of attributes to defined entities and development of audience profiles. Methods also support assignment of corresponding content profiles to enable matching of users and messages.