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.
The conclusions of the presentations are the following:
- The main challenges of Behavioral is to find brain power to make it happen and make all the moving parts in the organization to colaborate
- The main opportunities of Behavioral Targeting is to increase relevance to website visitors; this can be done by providing product recommendations and customized experiences for pre-defined segments.