Comments on: The Promise & Challenge of Behavior Targeting (& Two Prerequisites) http://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html Pluralitas non est ponenda sine neccesitate. Tue, 16 Mar 2010 15:01:56 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Irfanhttp://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-485722 Irfan Fri, 24 Apr 2009 04:43:08 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-485722 Im a starter in the world of analytics and thanks to all you people especially Avinash for starting the discussion. It seriously gained a lotta insights now....thanks once again...take care! Im a starter in the world of analytics and thanks to all you people especially Avinash for starting the discussion. It seriously gained a lotta insights now….thanks once again…take care!

]]> By: Most Popular Blog Posts of 2008http://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-479738 Most Popular Blog Posts of 2008 Mon, 29 Dec 2008 13:16:35 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-479738 [...] The Promise & Challenge of Behavior Targeting (And Two Prerequisites) [...] [...] The Promise & Challenge of Behavior Targeting (And Two Prerequisites) [...]

]]> By: thinks » Blog Archive » All about behavioral targeting (or the birth of one-to-some marketing)…http://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-387041 thinks » Blog Archive » All about behavioral targeting (or the birth of one-to-some marketing)… Sun, 09 Dec 2007 20:42:41 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-387041 [...] Wow! What happened yesterday? Suddenly, it seems like every site I read is talking about behavioral targeting. In case you missed them:* Om Malik discusses Google’s plans for behavioral ads * Matthew Roche gives a general overview of optimizing behavioral targeting; and, * Avinash Kaushik provides two excellent pre-requisites before implementing behavioral targetingWhile one-to-one marketing has been oversold for years, behavioral targeting certainly makes a strong case for one-to-some. The "some" in this case is every segment you choose to develop creative for. The thing to bear in mind about behavioral targeting is this: [...] [...]
Wow! What happened yesterday? Suddenly, it seems like every site I read is talking about behavioral targeting. In case you missed them:

* Om Malik discusses Google’s plans for behavioral ads
* Matthew Roche gives a general overview of optimizing behavioral targeting; and,
* Avinash Kaushik provides two excellent pre-requisites before implementing behavioral targeting

While one-to-one marketing has been oversold for years, behavioral targeting certainly makes a strong case for one-to-some. The "some" in this case is every segment you choose to develop creative for. The thing to bear in mind about behavioral targeting is this:
[...]

]]> By: Jamie Rochehttp://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-298023 Jamie Roche Fri, 19 Oct 2007 21:05:27 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-298023 We have encouraged companies large and small to engage in on-site behavioral targeting for four months since releasing Offermatica Affinity Targeting with mixed success. I should clarify. When companies DO affinity targeting they see KBM improvement. What remains difficult is getting companies to do behavioral targeting at all.The difficulty seems to stem from a belief that it is complicated. Unfortunately this post, Jon Mendez's post and others succeed in establishing the value of BT, but in communicating the significance of the opportunity, create the impression of major work and organizational change. To be fair, between no BT and full BT, there is work and change required.Getting started requires neither of these things. Simply removing content, like a subscription solicitation for someone who has already subscribed and using the space for a paid ad, can be done in a day, and with no hand-wringing from the brand or legal folks. Small changes like this also have the benefit of providing a success story that can be used to convince the powers that be to allow more experimentation.Like living healthier, a small step in the right direction with positive results can make the bigger commitment required for the full value much easier.Great post Avinash! Thanks. We have encouraged companies large and small to engage in on-site behavioral targeting for four months since releasing Offermatica Affinity Targeting with mixed success. I should clarify. When companies DO affinity targeting they see KBM improvement. What remains difficult is getting companies to do behavioral targeting at all.

The difficulty seems to stem from a belief that it is complicated. Unfortunately this post, Jon Mendez's post and others succeed in establishing the value of BT, but in communicating the significance of the opportunity, create the impression of major work and organizational change. To be fair, between no BT and full BT, there is work and change required.

Getting started requires neither of these things. Simply removing content, like a subscription solicitation for someone who has already subscribed and using the space for a paid ad, can be done in a day, and with no hand-wringing from the brand or legal folks. Small changes like this also have the benefit of providing a success story that can be used to convince the powers that be to allow more experimentation.

Like living healthier, a small step in the right direction with positive results can make the bigger commitment required for the full value much easier.

Great post Avinash! Thanks.

]]> By: In Anchor » Behavioral and On Site Targeting Factorshttp://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-198933 In Anchor » Behavioral and On Site Targeting Factors Mon, 13 Aug 2007 20:45:47 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-198933 [...] - Avinash Kaushik: The Promise & Challenge of Behavior Targeting (& Two Prerequisites) [...] [...] – Avinash Kaushik: The Promise & Challenge of Behavior Targeting (& Two Prerequisites) [...]

]]> By: Ask Enquiro » Blog Archive » How do I Leverage On-Site/Behavioral Targeting - Online Marketing Articles Focusing on the B2B Spacehttp://www.kaushik.net/avinash/2007/07/the-promise-and-challenge-of-behavior-targeting-and-two-prerequisites.html/comment-page-1#comment-189174 Ask Enquiro » Blog Archive » How do I Leverage On-Site/Behavioral Targeting - Online Marketing Articles Focusing on the B2B Space Fri, 03 Aug 2007 23:53:57 +0000 http://www.kaushik.net/avinash/2007/07/the-promise-challenge-of-behavior-targeting-two-prerequisites.html#comment-189174 [...] The scenario above is an optimal situation however personalized experiences can still be offered based on the content visitors view, content which they neglect, products they add to their shopping carts, and seasonality. Web Analytics plays a big role in behavioral targeting because it allows you to cookie your visitors so you can track their trends/patterns on your website.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) [...] [...]
The scenario above is an optimal situation however personalized experiences can still be offered based on the content visitors view, content which they neglect, products they add to their shopping carts, and seasonality. Web Analytics plays a big role in behavioral targeting because it allows you to cookie your visitors so you can track their trends/patterns on your website.

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)
[...]

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