Open Source Libraries to Implement Contextual Marketing Solutions
by Ashok Balasubramanian Updated: May 10, 2022
Solution Kit ย
Yes, you can improve digital marketing conversions while being privacy-first. Read on! With billions of dollars at stake, digital marketing has grown significantly dependent on user identification, tracking, and targeting. Digital advertising is getting a lot of attention lately, and for good reason. The digital advertising world has evolved to such an extent that it's now a multi-billion dollar industry, with mobile and video ads taking over traditional display ads as the most common form of digital marketing. While the rapid growth of this industry has been great for the economy, it's also raised some privacy concerns. One of the biggest areas of concern is GDPR (General Data Protection Regulation), which was passed in 2016 to protect consumer data privacy rights within the EU. This law requires companies to obtain consent before using personal information for marketing purposes--and if you don't get consent, you could be fined up to 4% of your annual revenue by local regulators! Cookie consent is another topic that's been covered extensively in recent years. Consumers are increasingly wary about cookie tracking technologies used by websites and apps, so marketers have had to find ways around them--including using unique IDs instead of cookies or asking users for permission before installing cookies on their devices. The focus on privacy is considerably increasing among users and regulators and is being acknowledged by providers. We are seeing efforts on regulations, cohort-based solutions, 3rd party cookie elimination, specific device level opt-ins, and many other initiatives. A much-overlooked solution that does not depend on identifying the user as an individual but may work wonders in conversion is Contextual Marketing. Contextual Marketing does not depend on who the user is, but what they are looking for in your website as a primary driver for conversion. This means that context is more important than demographics when targeting consumers and selling them your product. It also means that you should focus on providing an engaging experience for every visitor to your site instead of just trying to sell them something right away. Contextual marketing works well with three key levers: 1. Have a detailed classification of your content on your website and what they mean for different segments of your customers. 2. Understand the user behavior across this classified content to predict the affinity to conversion. 3. Based on the prediction, have intelligent Call-To-Actions to convert the user. While user identification best practices will continue to evolve with privacy requirements and Web3, leverage Contextual Marketing to serve your users better. Here are a set of open source libraries that help you implement contextual marketing on your website.
Libraries for Content Classification
spaCyby explosion
๐ซ Industrial-strength Natural Language Processing (NLP) in Python
spaCyby explosion
Python 26383 Version:v3.2.6 License: Permissive (MIT)
scikit-learnby scikit-learn
scikit-learn: machine learning in Python
scikit-learnby scikit-learn
Python 54584 Version:1.2.2 License: Permissive (BSD-3-Clause)
pycaretby pycaret
An open-source, low-code machine learning library in Python
pycaretby pycaret
Jupyter Notebook 7392 Version:3.0.2 License: Permissive (MIT)
tensorflowby tensorflow
An Open Source Machine Learning Framework for Everyone
tensorflowby tensorflow
C++ 175562 Version:v2.13.0-rc1 License: Permissive (Apache-2.0)
Malletby mimno
MALLET is a Java-based package for statistical natural language processing, document classification, clustering, topic modeling, information extraction, and other machine learning applications to text.
Malletby mimno
Java 901 Version:v202108 License: Others (Non-SPDX)
Libraries that Enable user Behavior Tracking to Drive Conversion
Use these libraries to track user behavior on your site and content. Understand behavior leading to conversion and implement smart Call-To-Actions to convert the user.
web-user-behaviourby TA3
JS Library for user behaviour tracking from the browser, using mouse movements, clicks, scroll, and time on page.
web-user-behaviourby TA3
JavaScript 10 Version:1.1 License: Permissive (MIT)
rollby williamngan
roll and scroll tracking -- a tiny javascript library
rollby williamngan
JavaScript 1008 Version:v0.1.2 License: Permissive (Apache-2.0)
web-sdkby rockstat
It automaticaly tracks most of users actions and interratons: pages, clicks, forms, scroll, activity and send data to server usign xhr/beacon/websocket/image transports. Calcultating sessions based on local storage
web-sdkby rockstat
JavaScript 14 Version:v3.14.4 License: Permissive (Apache-2.0)
vue-heatmapjsby BrockReece
Heatmap directive for tracking user activity
vue-heatmapjsby BrockReece
JavaScript 169 Version:v1.0.2 License: Permissive (MIT)
heatmap.jsby pa7
๐ฅ JavaScript Library for HTML5 canvas based heatmaps
heatmap.jsby pa7
JavaScript 5980 Version:v2.0.5 License: Permissive (MIT)