Behavioral targeting has long been an effective way for online advertisers to deliver the right message to the right person. Now companies can have the same targeting ability on their own
sites, with "on-site" behavioral targeting marketed by UK-based Touch Clarity.
The firm hired Brent Hieggelke, formerly of WebTrends, as its new CMO. Hieggelke will lead the
company's branding and positioning strategies, demand-generation efforts, and analyst and PR initiatives. The firm opened a Boston office and hired a sales team earlier this year.
With
traditional behavioral targeting solutions, Hieggelke explains, "You would work with them if you want to drive traffic to your site in the first place. We get involved once that traffic is at
your site."
Touch Clarity takes over some of the high-value real estate to "try to get more engagement, more conversions, and more relevance by delivering the best piece of
content to each individual visitor," Hieggelke says. For hsbc.co.uk, for instance, the firm controls the flow of content into the large top box and the three lower boxes. "And the targeting
gets better over time. It builds a [non-personally identifiable] profile of your clicks and remembers that."