Your mouse cursor trip: a way into behavior analysis



Have you ever asked yourself why do you always find ads on social media or websites of the recent things you’ve checked or clicked on?
Yesterday I have been looking on internet for a car rental for my next trip in Brussels. A few minutes later, I have checked my Facebook account to find out many ads concerning car rental and other transportation alternatives in Brussels. Nobody is watching me, but the machine is learning how to get closer to me! The magic answer? 
Technology, technology, technology…
One of the biggest challenges marketers are facing nowadays is managing their website and social media profiles. Firms are torn between adding new content distribution channels to their marketing policy and identifying the right technologies for their needs.


“Information technology is at the core of how you do your business” Satya NADELLA- CEO of Microsoft


The customer is a deep maze. As much as its behavior analysis process takes time and energy and as much as you think that your vision is finally clear, something fast and new happens. And it ruins everything! Marketers who use automation tools witness that time is a huge barrier, it is difficult to always be on time.

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The customer we used to get to know and watch doesn’t find any important interest in meeting us. They are today behind their screen choosing, evaluating, rating and buying without our intervention. The low-contact model (customer and infrastructure) makes the task harsher for companies.
But what I love the most about Marketing is its continuous creativity. Technology can sometimes be seen as an enemy, but it should always become our servant. Today we can understand our target based on calculations’ analysis of how many miles any mouse cursor travels in our website, how much time it takes on each component (homepage, figures, videos…) thanks to Artificial Intelligence.
AI is mainly about analyzing the data that platforms and websites collect daily (the customer patterns), making based-on decisions and predicting the future behavior. It can go fast and accurate just as a human brain.

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How is it possible to draw patterns?

The basic tool is free and easy to use for everyone, but new options are added according to the company’s specificities. It is the “Mousotron”, which is a keyboard and mouse activity monitor. It schematizes and calculates the miles, the number of mouse buttons clicks, keystrokes… What is great is that Mousotron system can be easily created just by some PHP Programming skills.

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I predict that these measures will be largely criticized and morally viewed as an espionage and individual freedom disrespect; the question of marketing manipulation will be asked over and over again. But what we should really rethink about is are we really inquiring the right technologies for all the wrong reasons, as R.Buckminster FULLER has said.


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