• Getting Targeting To Scale
    Eric Eller, senior director of product marketing at Advertising.com, explains how to do precision targeting, especially behaviorally based targeting, that can seriously scale....
  • E-mail And BT: Where Everybody Knows Your Name
    What happens when behavioral tracking techniques join e-mail delivery systems, when online behaviors get tied to your name and address? Well, Chris Baggott, cofounder and CMO, ExactTarget, hopes it means that his favorite airline, American, stops wasting his time with irrelevant weekly messages.
  • Learning to Think Backwards: What Sales Can Teach Targeting
    Many envision behavioral targeting as the enabling technology of "friction-free" marketing. Olivier Chaine, founder and CEO of Salesbuilder.com, disagrees. As he explains, the next step forward for behavioral targeting involves a step backwards from high-flown marketing models to a focus on sales.
  • BT Learns to Swim, In-Stream
    Someday, when technologies like IPTV, personalized search, set top boxes, DVRs, and privacy concerns all finally plug together, we will be able to serve TV viewers ads according to what they've already watched and done in the converged mediaverse....
  • Targeting The Small Screen
    Tom Burgess, CEO of Third Screen Media, one of the first wave of ad networks devoted to the new medium, explains how the age of targeting is finally dawning for mobile.
  • EMarketer: The $2 Billion BT Game
    David Hallerman is bullish on BT. In his new report from eMarketer, "Online Ad Targeting: Engaging the Audience," the senior analyst for the research firm predicts that spending on behavioral campaigns online will more than double from last year's $925 million to $2.1 billion in 2008....
  • Beyond Pavlov's Dog: Customer-centric Targeting
    As it's often described and understood, behavioral targeting models the consumer as a passive "prey" to be "captured" by its advertiser captor. Against this model, t:m interactive founder Jim Hering argues for a more customer-oriented view of the targeting transaction, one in which the role of advertisers becomes to use analytics to learn more about what customers want.
  • Car Marketers Ask 'Why?'
    No one understands the nuances of consumer behavior quite as extensively as the automobile industry. Buying a car is the perfect expression of how complicated consumption can be, a mosh of need, practicality, desire, status seeking, and personal identity wrapped up in a single big-ticket buy....
  • Multi-Dimensional Targeting: Merging Contextual And Behavioral
    40 or so years ago, two mostly distinct groups of marketers stood at the cutting edges of an advertising world....
  • The Meaning Detectives: Behavioral Heats Up Offline
    Way beyond the clickstream analysis and user tracking that informs online BT methods, there is a larger and much older realm of consumer behavioral research that has become the new hot zone in brand and product marketing....
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