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June 11, 2004
Behavioral Targeting
Well, one of the great trends in marketing is how to target users. There are two great families of promotions. The first is brand, that means, get the name out for my more recognition. The second is direct mail where there's an offer. The internet has really been mainly about direct. That is, see something, click on it and then get an offer. The current state of the art is optimization. That is, churn the actually copy of a banner or whatever and the time. Measure response rates and then you can switch to the most effective ad. Now we are headed toward behaviorial targeting. That means, knowing the target segment that clicks. That way, if you were to search for google:"Iraq" you now get banner ads for the GSA contracts to bid on in Iraq. As opposed to an ad for Tiffany's because you are probably wealthy. You get the picture. A few companies are in this area and its the hot new thing. Some of them: * MediaDailyNews 06-12-04. Tacoda to Publishers. These guys are letting publishers of sites identify their customers by segment. * "RevenueScience":http://www.revenuescience.com/home.asp. These folks are around the corner and are doing the same thing.Posted by rich at June 11, 2004 08:36 PM
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