WebProNews

• 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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