The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

15 Minutes Ahead

Tearing Down the CRM Barriers

Aug 5, 2010

In networked CRM, there's no tightly defined “conversion path.” Instead, every social media touchpoint serves as a point of entry,...

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Engagement Matters

A 'Back-to-Business' Email Optimization Checklist

Sep 2, 2010

Back to school is also back-to-business time. Set aside a few hours this final week of summer to freshen up...

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Ways of Thinking

A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions

Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

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Redefining Performance Marketing

Affiliates: Redefining the Original Performance Marketing Channel

Aug 26, 2010

As the original performance marketing channel, affiliate marketing has been effectively driving performance-based sales since the mid-90s. But the characteristics...

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Inside Mobile Marketing

Researching the Mobile Marketing Opportunity

Aug 12, 2010

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and...

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Conversations

Behavioral Targeting Industry Needs Further Delineation

By Melissa Campanelli | Posted on April 16, 2008

I received an interesting press release the other day from ValueClick Media that recapped a recent behavioral targeting panel that took the stage at the Hard Rock Hotel in Chicago. The panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom). What I found most interesting about the release was that fact the group discussed and agreed on the need for delineation between the different approaches to behavioral targeting. "While it is important to understand the difference between retargeting – which Hallerman referred to as “reactive” – and the more complex models, the panel agreed it is also critical to understand the differences within the more sophisticated group of behavioral targeting approaches, and Joshua Koran shared three designations: “clustering,” “custom business rules” and “predictive attributes," the release said. The "clustering" approach assigns each visitor to one and only one segment while the "custom business rules" approach offers marketers the ability to target visitors who have done X events in Y days, with Boolean operators of "and." "or," and "not." Finally, the "predictive attributes" approach automates the assignment of interest categories based on the visitor activities that best correlate with performance; thus, the system is continuously learning to identify multiple interest attributes per visitor. Another notable takeaway was the need for a focus on the customer experience and the corresponding importance of demonstrating value to customers when serving behaviorally targeted ads. According to the release Julian Chu offered three questions marketers must address to make behavioral targeting a valuable experience for customers instead of merely serving the ads, which would unavoidably become customer annoyance: How are you going to do it? Where is it going to happen? What is going to happen at that time? Presented as part of ValueClick Media’s ongoing Media Lounge education event series, this event – The Changing Behavioral Targeting Landscape – as well as the discussion itself underscored the importance of education relative to this increasingly important online advertising technique. Food for thought!

Companies Mentioned:

eMarketer

Sections:

Internet Marketing

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