Segmentation

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.

  • 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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  • Marketing Research: Methodological Foundations [book review]

    Marketing Research: Methodological Foundations

    This book is focused on offline marketing but can be highly useful for online marketing practitioners. It is especially relevant to Targeting & Segmentation techniques since it is essential as a preparation for finding the different types of customers of a company and analyzing their performance.

    Online Behavior - April 26, 2010
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  • Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity [book review]

    Web Analytics 2.0: The Art of Online Accountability and Science of Customer Cent

    This book has a very interesting way to bring basic and important concepts and very advanced techniques side by side. It was written using a friendly tone; it uses every day talk to describe complex subjects.

    Online Behavior - March 27, 2010
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  • Advanced Web Metrics with Google Analytics [book review]

    Advanced Web Metrics with Google Analytics [book review]

    This book presents techniques to improve website using Google Analytics. The questions answered on the book are: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy?

    Online Behavior - March 25, 2010
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