by Phil Leggiere on Jun 2, 5:30 PM
Eric Eller, senior director of product marketing at Advertising.com, explains how to do precision targeting, especially behaviorally based targeting, that can seriously scale....
by Steve Smith on May 26, 2:15 PM
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.
by Phil Leggiere on May 19, 4:15 PM
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.
by Steve Smith on May 12, 3:45 PM
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....
by Phil Leggiere on May 5, 3:15 PM
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.
by Steve Smith on Apr 28, 2:00 PM
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....
by Phil Leggiere on Apr 21, 3:45 PM
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.
by Steve Smith on Apr 14, 2:30 PM
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....
by Phil Leggiere on Apr 7, 4:00 PM
40 or so years ago, two mostly distinct groups of marketers stood at the cutting edges of an advertising world....
by Steve Smith on Mar 31, 1:31 PM
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....
