Badgeville has made a big splash in the past year with its gamification of web sites, or making them more engaging through game-like features such as leaderboards and badges. Now it is taking a step further with behavioral analysis, or sharpening its marketing efforts by understanding users better.
It basically means that Badgeville will help companies understand their users better so they can generate more money. It’s not about milking the user dry or invading his or her privacy. Rather, it’s about showing the user things that they really like or really want to buy, based on friendships, interests and past behavior.
The Menlo Park, Calif.-based company calls this new platform its “social fabric,” which brings the social interactions found on sites like Facebook and Twitter to any web property, giving users more relevant, real-time social experiences related to specific user behaviors and content.