Segmentation is crucial in order to understand the visitors of a website and how to serve them better. Website visitors have different tastes, needs and levels of maturity, and they should be analyzed taking that into account. Among segmentation techniques two are especially important: data-driven analysis and Personas segmentation. Segmentation is a required step for the Behavioral Targeting process.
Today, at this very moment, there are e-business marketers and decision makers attempting to decide on a “website personalization” strategy, culminating in confusion and more questions than when they started. But the question they should be asking is: How do we implement a website personalization strategy that fulfills our needs today and tomorrow?
In this short animation, the BTBuckets team explain, using a day-to-day example, the importance of using Behavioral.
I know who I am as an individual better than anybody else. I know what I like and what I don't. Yet I'm rarely asked by marketers about who I am and what I want, even when it's to their advantage. Instead most of them guess who I am and what I want. More often then not, they are dead wrong.
Following an agreement with Rob Graham, author of Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People with the Right Ads at the Right Time, we are honored to host the full version of his book for FREE download. It is a very insightful and can be used as a guide to understand Targeting and Segmentation principles.
This article is based on a presentation about the value of Behavioral Targeting for SEM, delivered at SphinnCon 2010. We discuss ways to use part of the homepage to provide a customized experience based on search terms, tailoring the user search (which is a strong indicator of intent) to a special offer.
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.
The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.
There is a reason your analytics data does not make any sense. There is a reason you are unable to find an iota of insight that you can action. There is a reason you feel data is your enemy. You see, you are not following one of the holiest of holy covenants when it comes to data analysis: Segmentation. Article contributed by Avinash Kaushik.
In this presentation, from Avinash Kaushik, we learn about what he calls 'Non-Line Analytics'. As he defines it, there is no more online and offline marketing, we all live in the non-line world. He shows ways to measure the impact of offline in online marketing, and the impact of online in offline marketing.
Malcolm Gladwell goes over the history of how Howard Moskowitz re-invented the spaghetti sauce. The important lesson on this video is that the use of segmentation enabled the explosion of whole new markets.