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Behavioral and On Site Targeting Factors

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Behavioral Targeting is the ability to target users based on their behavior on your website (this is one form known as on-site targeting). The concept of behavioral/on site targeting is exactly how business should be done: offer a customized solution to your end users so that they are truly engaged with your website.

While at ad:Tech Chicago I heard Phillip Suchet of Kefta provide some excellent reasons why behavioral targeting is becoming absolutely essential:

  • Acquisition costs are rising and conversion rates are decreasing
  • The power switch from Push to Pull Marketing
  • The change from mass marketing to personalized marketing

There are so many factors to consider when behaviorally targeting users – so which ones should you consider? The factors and metrics are completely site specific, however below are a few factors that you should consider when developing profiles for your various visitor segments:

  • Referring Sites
  • Referring Keywords
  • Internal Search Queries
  • Pages Viewed (type/category of content)
  • Preferred method of communication: Email vs. Phone vs. Webinar
  • Purchase Patterns based on seasonality
  • Demographics: Age, Sex, Education, House Hold Income, Marital Status
  • Recency
  • Frequency
  • Products added to cart
  • Time Zone
  • Time of Day on website
  • Offline Influencers: TV/Radio/Magazines

Resources for Behavioral/On Site Targeting:

- Omniture TouchClarity

- WebTrends Marketing Lab 2

- BlueLithium

- Anil Batra: Behavioral Targeting 101

- Kefta

- Clickz: Target Behavior on the Site Level

- Avinash Kaushik: The Promise & Challenge of Behavior Targeting (& Two Prerequisites)

- Offermatica

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Behavioral and On Site Targeting Factors
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About Manoj Jasra
Manoj Jasra is an online marketing veteran of almost 10 years who specializes in analytics, social/search strategy and mobile marketing. Manoj is currently a Sr. Strategist at one of Canada's largest Telecommunications Companies, Shaw Communications Inc., where he leads Social Media, SEO, PPC and Web Analytics strategies. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients.

Manoj is a Professional Speaker having participated at events such as Emetrics, Web Analytics Xchange, WebTrends' Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He authors Web Analytics World (a top 100 Online Marketing Blog) and consults through his firm Jasra Inc. WebProNews Writer
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