Behavioral Targeting

Behavioral Targeting is a process used by website owners to improve user experience by delivering the right content/design to the right person at the right time. It does so by recognizing visitors’ information (in the same spirit as Web Analytics tools) and using this information to create a personalized experience.

  • Targeted Marketing using Behavioral Analysis

    Targeted Marketing using Behavioral Analysis

    Marketers may be squandering a huge opportunity if they do not leverage web analytics as a rich source of behavioral insights on individual prospects and customers. Using behavioral targeting, web analytics can play a far more direct role in engaging customers, improving customer experiences, and increasing sales, by enabling companies to deeply personalize their communications and interactions.

    Akin Arikan - July 9, 2010
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  • The role of Personas in SEO [video]

    The role of Personas in SEO

    In this video, Bryan Eisenberg goes over the importance of using Personas in order to increase conversion rates. As Bryan says: "I never met a search engine that has a credit card", so SEOs should focus more on customer conversion and less in techniques to bring organic traffic: "most websites don't have a traffic problem, they have a conversion problem."

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  • Behaviorally Targeting Gen Y [video]

    Behaviorally Targeting Gen Y

    Emily Riley, from Forrester Research, starts her presentation with the following statement: "We must start focusing on what the consumer wants" She goes on to present her idea that we should allow customers to opt out from tracking, in a website that would enable people to decide in an organized manner, on what to be tracked, but not forbid or limit tracking.

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  • Cutting-Edge Targeting in a Multi-Platform World [slide presentation]

    Cutting-Edge Targeting in a Multi-Platform World

    This presentation, from Marco Derksen, is about delivering precise and relevant messaging when and where customers are. The slides start from the challenges advertisers are facing in order to achieve the same exposure as in the past, to achieve customer attention to their brands.

    Online Behavior - May 26, 2010
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  • Test Segmentation for Higher Conversion Rates

    Test Segmentation for Higher Conversion Rates

    Testing is one of the most important techniques when it comes to website optimization. It shows us what the users like, how they react to design, which content they are looking for, which offer is more attractive, and so on. However, "users" are not a bunch of robots with the same needs and tastes.

    Daniel Waisberg - May 22, 2010
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  • Behavioral Targeting and SEM [slide presentation]

    Behavioral Targeting and SEM

    This presentation, from Daniel Waisberg, shows an introduction to Behavioral Targeting and presents good and bad examples when it comes to its application in Search Engine Marketing. It also shows the most prominent tools that can be used to target website visitors. In the last slides there is an example on how to perform Behavioral Targeting for free using Google Analytics and BTBuckets.

    Online Behavior - April 28, 2010
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  • Behavioral Targeting Usage: Why Ad Targeting but not Website Optimization?

    Behavioral Targeting Usage

    Behavioral Targeting (BT) has gotten a lot of attention as one of the best ways to optimize online advertising. First of all, BT delivers results: a recent NAI study showed that BT is more than twice as effective as non-targeted ads. Second, according to eMarketer, companies are spending money on BT ads: BT ad spend will represent 25% of total US display ad spend in two years [...]

    Phillip Klien - April 27, 2010
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