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Grow Your Business Sales & Marketing

For Marketing Magic, Try Behavior Modification

For Marketing Magic, Try Behavior Modification

It’s enough to make a poor marketer’s head swim — there’s a new marketing discipline in town. Business intelligence and customer relationship management are no longer enough. Now you need to add behavior modification to the mix, say the folks at Badgeville.

Businesses use behavior modification every day to try to drive engagement , loyalty, revenue and performance from their employees, partners, developers and customers. Short of mounting an Orwellian assault on what a businesses' employees and customers do, though, most enterprises get by with a carrot-and-stick system of rewards.

Factors such as fun and motivators such as competition and reputation generally are left on the sidelines. And proven technologies such as social mechanics and game mechanics are given short shrift.

Badgeville, a year-and-a-half-old company in Menlo Park, Calif., thinks there's a better way. They believe that the techniques of game mechanics and social mechanics provide a quicker route to producing desired behaviors.  And that fun should be central to the experience.

"Businesses need a technology to drive and measure user behavior ," Kris Duggan, Badgeville's CEO and co-founder, told BusinessNewsDaily.

Today (Nov. 7) the company introduced its Behavior Platform for the Enterprise, a cloud-based platform that integrates a full suite of behavioral analytics and management solutions. The goal, the company said, is to make it easy for marketers and brand strategists across content, commerce and enterprise sites to increase and measure conversions, referrals, retention and user-driven business objectives, employing techniques from social gaming, loyalty, social media and social analytics.

Badgeville's offering, which works with other social, mobile and web-based applications, factors fun into the equation. The platform uses Badgeville's Behavior Graph, which maps user behavior in the context of social connections and content within any experience, including any site, application or product.

"We believe there's going to be a new discipline," Duggan said. "Behavior modification will be like business intelligence and CRM. It's going to be pervasive and ubiquitous. If you have users, you need BM."

Though Badgeville's primary target is Fortune 1000 companies, its entry-level offering at $2,000 a month opens the world of behavior modification through social mechanics and game mechanics to small businesses as well.

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith.

Ned Smith
Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.