Interview /// Voyurl Looks Closer at the Murky World of Web Analytics

The murky world of web analytics is usually left to advertising types and businesses who want to know about you so they can sell stuff to you. But the newly launched browser extension and website, Voyurl, aims to enhance your browsing experience through infographics that break down your web habits with real-time recommendations.

Founder Adam Leibsohn was one of these advertising types. Having had a successful career in advertising as Group Director of Digital Strategy at a NYC advertising agency, Anomaly, Leibsohn has channelled his expertise in consumer behaviour and developed Voyurl, or what he calls the "anti-social social network." He says while social networking sites bring your social circle to the fore, Voyurl is more concerned with how you browse the web.

At this month's NY Tech Meetup, Leibsohn was applauded by the audience when he said: "unlike a lot of services, we [Voyurl] actually don't want you to authorise Facebook or Twitter." Instead, what Voyurl does is collect your browsing information and present it in a series of infographics that lets you see trends, recommendations and comparisons seamlessly. There is an option to share your information through social networking of course, but the focus remains on your browsing habits.

A feature that lives up to Leibsohn's claim that the browser extention is the "anti-social social network" is the "anti-me" button that presents information based on your anti-self (in case you were curious about what sort of websites your anti-self would be looking at).

Concrete Playground got in touch with Adam Leibsohn in New York and asked about the gap Voyurl fills in the user browsing experience and, yes, the usually murky world of web analytics.

What did you have in mind when you thought of the concept for voyurl?

So, for a long while, I worked as a digital strategist at an ad agency in New York. After being introduced to countless marketing technology firms and data auctioneers that use an ethical gray area to peddle in user data, I thought it was time for a platform that was open about its data use and put the user first. With that in mind, we sought out to build Voyurl. We want to disrupt the behavioural data marketplace that occurs without most peoples' awareness by putting the control of this behavioral data back into the hands of those who generate it: all of us who use the web. We want empower people through their data. So, we've begun to build a platform that puts all this data to work for anyone who generates it. The best part is that you don't have to do a thing. You just browse the web like you already do; and, we'll do the rest.

How does it work?

We analyse behaviour, not identity. So we try our best to determine where on the web your behaviour indicates positive preference. Then, we find other people who have behaved like you. And then, we figure out what stuff those folks have looked at and liked that you haven't seen yet... and we recommend those things to you. And since your browsing behaviour powers our content recommendation engine, we'll never recommend something to you if you've clicked on it before... ever. This way every recommendation we make to you is guaranteed to be genuinely new, each and every time.

How will this benefit businesses?

For us, this is mainly about how it can benefit our members. If our members are empowered through their data, then maybe businesses will be encouraged to figure out a better way to interact with them to get data they need. So really, we're trying to create a dynamic that fosters a positive experience through data for everyone. If both consumers and businesses can get what they want by leveraging data, we think we're taking a step in the right direction.

What feedback have you gotten so far?

The feedback has been incredible. People are really enjoying the data, the trends, the content recommendation, and the comparisons and fun features we offer. For instance, we allow users to invert our recommendations so that they can get content fed to them that's 180º away from who they are. It's our little way of allowing you to take yourself out of the filter bubble. Folks have been really great with feedback and input. They're already looking for some fun new features to help make things more social.

If you want to try Voyurl for yourself, can can access the private beta via invitation at www.voyurl.com/concreteplayground