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ECT News Community   »   E-Commerce Times Talkback   »   Re: The Pitfalls of Behavioral Targeting



Re: The Pitfalls of Behavioral Targeting
Posted by: Jack Jia 2008-01-07 14:02:14
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Behavioral targeting has been around since the first dot-com days, but it got really hot again in late 2007, thanks to a few big promoters like Facebook. So, What exactly is it, and does it really work the way it sounds? BT tracks a Web visitor's browser clickstreams -- typically in the last six visits -- to predict what the visitor may want in the future, and to target ads, content or products based on those "personalized" past behaviors. The hope is that BT will show the right ad or product to the user who will be most receptive to it.


Behavioral Targeting good for the Economy?
Posted by: kfrothingham 2010-07-20 13:53:46 In reply to: Jack Jia
Take for example Jeremy. Jeremy goes to a website and compares prices on two flat screen TVs. He leaves the site without taking an action to buy, and continues surfing the web. Perhaps an hour later, having forgotten about his previous endeavors, he sees an ad with a great deal for a 50 inch plasma. Jeremy gets the deal he was looking for and a retailer or advertiser makes a sale. Ouila! Personalized targeting isn't the bad guy.

In addition to this, people who own websites that sell durable goods (i.e. small, medium OR large businesses) can partner with retargeting companies, make a data deal, and profit from the serving of ads. In a bad economy, targeting might be an all around help.

Re: The Pitfalls of Behavioral Targeting
Posted by: batraonline 2008-01-07 14:04:06 In reply to: Jack Jia
Ok, you lost me here. How do you determine intent without even first click?
Thanks
Anil Batra
http://webanalysis.blogspot.com

Re: The Pitfalls of Behavioral Targeting
Posted by: Paul Edmunds 2008-01-08 06:25:22 In reply to: batraonline
Anil
It's not obvious but refering page (often with a search term) and landing page give you enough information to start determining intent before clickstreams develop. Furthermore peoples intentions change within a session.
As an aside - Jack is spot on with this article. This is the way forward and can give suprising results.
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