Exclusive Interview with Jason Duke of Pzyche: Part 2

Welcome to Part 2 of the CalvinAyre.com exclusive interview with Jason Duke of Pzyche. While Part 1 of our interview focused on Duke’s background and a general description of Pzyche, the second part of our interview digs a bit deeper into what Pzyche is all about.

Keep reading if you want to learn more about “Visitor Propensity Intelligence” or “VPI”, how operators and affiliates can benefit from the service, how things went for Pzyche at the Budapest Affiliate Conference, what they have planned for the London Affiliate Conference and what’s on tap for 2011.

Interview with Jason Duke Part 2: More about Pzyche and plans for the future

RL: Explain what “visitor propensity intelligence” means and how Pzyche delivers it.

JD: Visitor Propensity Intelligence™, or VPI™ for short, is our name for the measuring we do. Let me explain it a little more as the name, I hope, will become self-explanatory. When a visitor comes to your site both you and that visitor want that person to have as perfect an experience as possible. But for this to happen you may have some “questions” you’d prefer to have answers to.

Is the visitor male or female?
Is the visitor a high earner?
Is the visitor well educated?
Is the visitor more interested in sports, poker or casino?

Pzyche VPI delivers answers, on a likelihood, or propensity basis, to all these questions and more.

Now we haven’t worked out all of this information by literally sitting down, having a coffee and chat with your visitor. What we have done is built a system that tells you the likelihood, or propensity, of that visitor falling into any of the above groups.

It actually goes further than that and can work in a winnowing method. Gradually getting more and more refined.

Imagine if we knew that the visitor was more interested in casino than sports.
We could then ask, “Do they play online already?”
Pzyche could say, “Yup, it’s likely that they play with Operator X and Y”
It could then go onto to answer the question of “Do they prefer slots or table games?” by saying that, “The visitor has a higher likelihood to play slots ”
We could ask another question, “Does the visitor prefer themed or progressive slots?”
Pzyche could say something like “The visitor has a high propensity to play on Spiderman themed slots”

All of the above takes ages for me to say but is delivered in a flash to a site owner, allowing them to capitalize and deliver on it and deliver an amazing experience for the visitor

Without this data a website owner can only deliver a staid, static experience that is, at best, “least bad” whereas, deep down, we all want the opportunity to be more relevant for every individual visitor, treating them as the person they are.

RL: What is the difference between Pzyche for operators and Pzyche for affiliates?

JD: The core underlying technology is identical, but we’ve added some pre-programmed functionality for both affiliates and operators that is more likely to be relevant to them.

Here is a question for affiliates that Pzyche answers, “Why promote a program if the visitor already plays there?” as, if a visitor already plays at an Operator then there is no earning opportunity. We automate the process of making these business critical decisions for affiliates, showing up to mid level double digit increases in financial rewards once implemented.

5)How is it possible that you can “understand” the visitor and what products/games they are interested in- what is your formula?

We run lots and lots of tests to work out the likelihood of a visitor being in certain segments on Terrabytes of data long before we even see a visitor. When we see certain combinations of these algorithmically derived signals from a visitor online, we know the likelihood of that person being in those segments. On going testing, refinement, self learning and analysis, ensures the data, signals and the algorithm constantly adjust to deliver the best possible results.

RL: How did the Budapest Affiliate Conference go for you and will we see you again at the London Affiliate Conference?

JD: BAC was good but not great. It was a learning experience for us as a young company who had never taken a stand at a trade show before. We got a lot right but we got quite a bit wrong. Plumbing as a theme – That was a cock up!! ☺

The feedback that we got though was amazing. Absolutely everyone, without exception, loved the product and once explained to them wanted to use it, with most signing up to the system there and then and some implementing it straight away to see the financial benefits.

I will be at the London Affiliate Conference, although I am afraid we won’t have a stand this time. I am also very pleased to say we have been shortlisted for the iGB Awards in the “best Innovation in gaming” category. I am very proud of the team and everything we have delivered so far and will continue to deliver in taking Pzyche forward for everyone who uses it to see the increase in their bank accounts

RL: Whats on your radar for 2011?

JD: As a technology business we are very, very strong, but as a company we are weak in some areas and we need to fill those gaps with great human resource. We also aim to launch in some new verticals and continue refining the gaming, forex and financial spread betting products to keep delivering and increasing bottom lines in these areas.

The big one though is the launch of a traffic network. We aim to deliver a network where the traffic you buy ONLY contains the type of prospects you specifically want, such as VIP casino players from the UK who love playing themed progressive slots. That requires some significant investment though, which is why we are just about to start actively going to get out there and seek it out.

You don’t happen to know anyone with a few bucks do you Becks? ☺

Exclusive Interview with Jason Duke of Pzyche: Part 1

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