Open house on home-buyer browsing habits

 

Property agents get direct access to realestate.com.au data.

Melbourne-based business intelligence vendor Yellowfin has struck a deal with the REA Group to provide over 9000 real estate agents access to click-stream data from advertising served on the realestate.com.au site.

The REA Group owns realestate.com.au, realcommerial.com.au and realholidays.com.au.

The deal, made for an undisclosed sum, will enable Real Estate Australia [REA] to give its customers - real estate agents - access to data it tracks on potential real estate buyers browsing its realestate.com.au site.

Glen Rabie, chief executive of Yellowfin told iTnews that the "primary buyer of REA's service" is not a customer browsing the site, but real estate agents.

"REA sells ads to the agents," he said. "Being online, there's lots of click-stream tracking such as which ads potential buyers are seeing, how they move from property to property and their patterns of behaviour".

Under the deal struck with Yellowfin, REA will now provide agents with this new data to help them make better decisions about what sorts of ads to buy, such as premium ads or specific placements.

The reporting has been embedded into the process of purchasing and placing ads - visible when agents log-in to manage the properties they have listed online.

Agents can now make intelligent, knowledge based decisions within the normal workflow and not after the fact, Rabie said.

The new reporting and analytics has been deployed to about 9200 users.

Copyright © iTnews.com.au . All rights reserved.


Open house on home-buyer browsing habits
 
 
 
Top Stories
Taking the fight to the disruptors
Seven West Media's new chief digital officer, Clive Dickens, says if a media company as historic as Disney can take on the new media landscape, then so can he.
 
How Australia plans to mark NAPLAN with cognitive computing
National schools test to be scored electronically from 2017.
 
M2 makes $1.6bn play for iiNet
Challenges TPG's March takeover offer.
 
 
Sign up to receive iTnews email bulletins
   FOLLOW US...
Latest Comments
Polls
Do you support the Government's data retention scheme?

   |   View results
Yes
  11%
 
No
  89%
TOTAL VOTES: 2508

Vote