October 01, 2014 03:50 ET

Theneeds Unleashes the Power of Big Data to Match Users' Interests

SAN FRANCISCO, CA--(Marketwired - Oct 1, 2014) - One of the recent hottest words in the world of technology, and business in general, is Big Data. Big Data unveils the problem of making sense of all the information companies collect, process, and store during business activities, and leverage this knowledge to provide better experiences and services.

There are a handful of companies that are well positioned to quickly turn Big Data into Smart Data. One of these companies is the San Francisco-based Theneeds, helping users discover relevant news, articles, and videos by collecting, ranking, and filtering the best online content. In order to infer users' interests and bring them the best personalized online content, the company's platform leverages sophisticated algorithms and machine learning to make sense from an incredible amount of data and signals.

"Through our technology we are able to see patterns in the data, and formulate educated assumptions regarding our audience," says Gabriele Pansa, CEO and co-founder of Theneeds. "We are very excited to share some examples of interesting insights we learned from our platform's community."

1. Women value self-improvement more than men do.
Women between the ages of 30-45 have selected 3 or more interests under the "Learn" channel and read on average 4.9 articles compared with a 3.1 for men. 32% of women read "General Knowledge" articles on a regular basis and 26% consume "Education" or "How-tos & DIY" content, showing how self-improvement represents something women really treasure.

2. Men enjoy their daily dose of gossip even if they don't admit it.
Who said celebrity gossip and the world of entertainment was only for women? According to their figures, 57% of men in the 30-45 age range who consume "US News" also read "Gossip and Entertainment" articles on a daily basis. Men might not be so open to admit it but they are certainly part of the audience.

3. Leisure vs. Family interests, reality match stereotypes.
Let's take the Travel channel for instance. They analyzed the 30-45 age segment to discover that 60% of men with three or more interests in the Travel channel, chose "Adventure & Activity," while only 20% selected "Family". On the other side, 36% of women chose the "Family" category, with less than 30% interested in "Adventure & Activity." Sometimes men and women are still well differentiated.

4. Specific events greatly affect our short-term interests.
Interests evolve over time and world events greatly impact them. A clear example of this behavior, was seen during the months of June and July, before-during-after the World Cup. 18% of the newly, males between the ages of 30-45, registered users selected the "Soccer" category under the Follow Sports channel. Showing a 37% increase from the prior 2 months. Real-time tracking of user's interests is crucial to deliver an outstanding experience.

5. Users rely on different social media for sharing different types of content.
Sharing content on social media greatly affects how people identify you. This is highly reflected on the content and the platforms company's users chose to share on. Content from the "Work" channel is the most shared on Twitter, with "Business & Management", for instance, resulting in 18% of the total number of shares on Twitter. People love to show their business savvy and use Twitter to increase their commercial outreach. Facebook, on the other hand, had a big part of the shares from the "Entertainment" and "Odd & Funny" categories, with respectively 21% and 15% of the total number of shares. Content shared on Facebook has to be entertaining and/or socially meaningful, while Twitter is a window into our lives and a thought leadership platform.

The importance of conveying personalized curated content to the single users is crucial when delivering to such a diverse audience. Theneeds let you experience the web in a whole new way, unleashing the real power of information.

For more information visit or download Theneeds' iPhone app.

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