12 comments on "How Behavioral Should Look In 6 Months"

1. Mike Fisk from Acxiom Corp
   

   commented on: October 19, 2009 at 3:39 PM
   As mentioned, BT has many faults including divining a completely wrong conclusion (e.g. the JetBlue scenario) and the creepy factor when the guess is correct. In today�s real-time, mobile, social world, why not give consumers a voice in their marketplace and simply ask them for their intent in exchange for value. Of course this model would require a high value-to-noise ratio for the consumer as well as a tool that empowers them to clearly state their real-time intent. Value to marketers is 100% opted in consumers with no guesswork. See "VRM". A simple two way conversation could be so amazing.

2. Paul Knegten from Dapper, Inc.
   

   commented on: September 19, 2009 at 12:53 PM
   er, Kevin Horne that is...

3. Paul Knegten from Dapper, Inc.
   

   commented on: September 19, 2009 at 12:50 PM
   @Brian Horne very cool! thanks!

4. Kevin Horne from i33
   

   commented on: September 18, 2009 at 11:55 PM
   see NetMining.

5. Paul Knegten from Dapper, Inc.
   

   commented on: September 18, 2009 at 1:55 PM
   @Kevin Horne - do tell! I'd love to know who is doing this. In any case, the technology is only half the solution; marketers have to be forward-thinking enough to employ it.

6. CyHyoung Park from CEC
   

   commented on: September 17, 2009 at 9:17 PM
   The idea of behavioral re-targeting is very exciting as a marketer (although I can see how it can be rather creepy to an end user!). Let me know of anyone doing a superb job, would like to learn.

   But more important, whether we or gov't like behavior targeting or not, this is where future is headed. Soon even Google will provide intent & behavior based search results (i.e. your search results will vary depending on your previous online search patterns, a slider that give you different search results based on your intent (researcher or shopper mode), localized results based on ip address, etc. It's going to get pretty insane out there~!

7. Kevin Horne from i33
   

   commented on: September 17, 2009 at 6:42 PM
   this techology and firms selling it already exist.

8. Simon Chernin from Advertise.com
   

   commented on: September 17, 2009 at 5:53 PM
   Yes, BT is evolving and this type of targeting can prove to be very effective. Like mentioned in previous posts, there would have to be a way to measure intent of the user. Perhaps that can be understood from the pages they visit when they are on the site. This type of segmenting would give the advertiser a better insight to intent as well as provide a better experience for the user. Overall, Remarketing is a very powerful way to engage the user and close in on conversions.

9. Paul Knegten from Dapper, Inc.
   

   commented on: September 17, 2009 at 1:29 PM
   @Brian Spencer - that's pretty trivial, though. You can cookie the user and if they reached a search result page, they're more than likely a good person to target. My unique experience of grabbing a logo is quite rare, and could be filtered out by the right cookie process (i.e. I didn't perform a search and would be labeled as such)

10. Mickey Lonchar from QMD
    

    commented on: September 17, 2009 at 12:06 PM
    Paul, a nice reminder on re-engagement. Once a customer "raises his hand" by opting-in via an offer or click through, that is the opportunity to create a dialogue with that customer. Re-targeting with follow-up offers may work, but in addition to "sweetening the deal" you also have the opportunity to just ask why they left.

    http://www.quisenblog.com twitter.com/mickeylonchar

11. Brian Spencer from Malone Advertising
    

    commented on: September 17, 2009 at 10:15 AM
    Your own experience about visiting the Jet Blue site is an important example of a major problem: BT doesn't always understand why someone is "really" visiting a site. You happened to be on the site to grab a logo, not book a flight. You aren't alone: our media consumption is not always an indicator that we are ready to buy. BT needs to understand where people are in the purchase cycle. Otherwise, we could discourage window shopping through a barrage of emails, banners, etc.

12. C.T. Trivella from NAS Recruitment Communications
    

    commented on: September 17, 2009 at 9:09 AM
    Thank you for such an insightful article. It blows me away with how we can have "big brother" watching us from afar knowing our likes and dislikes. Personally, I am still on the fence with behaviorally targeted advertising. There's just something about being "watched" that I find unsettling. However, the World will continue to spin and technology will improve, so when looking at this through my clients' eyes, it really is a very cool thing.

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