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05.14.08 Guide To Successful Behavioral Targeting  By Anil Batra If you are a reader of this blog then you know what Behavioral Targeting is and how it is the latest (not really) idea that everyone is embracing. Ad network, web analytics tool vendors, agencies etc. all now claim to have behavioral targeting capabilities. Whether they really have the behavioral targeting capabilities or not is a topic of another blog topic. Some other like Google do behavioral targeting but do not talk about it. (You can read my past blog posts on behavioral targeting) For all those who want to get into Behavioral Targeting or have been involved with behavioral targeting but not seeing the results or just want to make sure they get the most out of their behavioral targeting efforts, I have put together my 5 step process for successful Behavioral Targeting. (I talked about these steps in detail in my session on Behavioral Targeting at eMetrics). These steps apply to both Behavioral Targeting via ad-networks and on-site behavioral targeting. 5 Steps to Successful Behavioral Targeting • Define your goals for Behavioral Targeting • Define your customer segments • Define Success metrics • Find the right tools/networks • Create a culture of continuous Improvement
Define your goals for Behavioral Targeting This is the first and very important part of your Behavioral Targeting strategy. It is no different than any other campaign that you run, however, it is often not paid due attention to. Unless you know what you want from the Behavioral Targeting you will not be successful or in other words you will always be successful but not the same way that you should be. While defining your goals for Behavioral Targeting, think about things like why are you even thinking about Behavioral Targeting (BT), are you looking for short term short term ROI or do you have a long term plan, are you trying to engage BT for Branding or direct response, are you just looking to drive traffic, acquire new customer, retarget the customers who have already been to your site? Having clear goals in mind will help you define your customer segments, success measures and set the right expectations among all the stakeholders. It will also keep you vendors in check. Document your goals and make sure all the stakeholders agree on those. Continue reading this article. About the Author: http://webanalysis.blogspot.com Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. |
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