Social Networking | Determining User Interest, Behavior, & Clickstream Analysis
zvelo Provides URL Categorization for Growing Social Networking Platform
PLUM Groups, a growing social networking company, required a highly granular and accurate website categorization feed to track, analyze, and group user interests and behavior at scale in order to provide anonymous user-specific curated feed results and connections.
PLUM | People Like You And Me
PLUM, or People Like You and Me, is an up and coming social networking company that provides a platform for engagement without the standard “follow/like” networking approach. PLUM enables users to anonymously connect and engage with online communities and content of their choosing—and do so in a non-pervasive manner. In order to support their approach and improve user experience, PLUM came to the conclusion that they needed high-quality web categorization to perform content analysis. They chose zvelo as their Web Categorization and Data Solution provider.
PLUM needed a solution for analyzing and understanding user’s web traffic behaviors in order to create highly accurate, intent-based community “groups”. They also identified that the implementation of a traditional “user on-boarding” method (manual selection of topics & interests) added friction to the process and provided a limited and “static” snapshot that failed to evolve over time or allow for more nuanced behavior classification.
PLUM decided that implementing a categorization system for content analysis would provide value and competitive features based on their user’s actual behaviors.
After evaluating a number of categorization tools and options, PLUM decided that licensing a high-performance URL database with real-time content categorization—rather than building a solution in-house—was the best option. After identifying zvelo and several other categorization offerings—they performed a thorough evaluation.
They determined the most important criteria for selecting an offering were:
Implementation & Benefits
Once they chose zvelo, PLUM was able to get “up and running” with the zveloDB SDK within a day—and fully integrated the categorization database into their social offering in just a couple of weeks. zveloDB provided a streamlined and lightweight solution for analyzing user traffic and provided measurable improvements in understanding user behaviors and web trends.
Additionally, their social platform uses zvelo’s Objectionable Dataset to filter and remove undesirable content from user results. This provided an additional level of security that would protect user’s in the event of a data breach—if hackers were able to identify users and their traffic patterns.
“We researched many other content categorization products and solutions and went with zvelo for four primary reasons. zvelo provided a wide range of categories which allowed us to match most of the top level passions and concerns that cause people to seek out people like themselves. Second, we were able to utilize some of the categories to purposefully omit specific interests and topics from user’s browsing data—and from the platform as a whole. This provides added privacy and security for all of our users. Thirdly, we needed a scalable solution that was easy to implement and low-cost to maintain. Finally, as a startup, zvelo provided the best solution for us at a competitive price.”
– Russell Cowdrey, Founder
zvelo is 100% OEM focused and a proud partner of PLUM—as well as other companies using our industry-leading web categorization and data solutions to power a safer and more secure internet.
Learn more about how the zveloDB URL Database can help power your device or application.