Behavioral Targeting: A Web Analytics Approach to Segmentation- Part 2

In my prior post, I discussed using segmentation as a way to better understand key metrics by removing the noise of your non-targeted site audience. For this post I would like to discuss some guidelines for identifying segments and targeting them to help improve key performance indicators.

By using Web Analytics data, you can identify different segments based on specific actions that your site visitors are taking once on your website. Trying to remain broad here as there are many different types of websites; any action a user takes with your website, through a call center, or in-store, defines an opportunity to identify a behavior. That behavior can provide some very valuable information that can benefit marketers with re-targeting strategies.

For example, let’s say that you have a content site with lots of information that is separated into different categories. You could target your returning visitors with ads that are relevant to their interests based on the different sections of the site that they visited.

 Another example would include someone who visits a commerce site repeatedly because they are in the research phase of learning about one of the products that you carry. After the second or third visit to a specific product page, you could serve them a type of incentive to persuade them to purchase at that time. I hope your competitors haven’t thought of that yet.

Here are some guidelines to help with your behavioral targeting strategy:

1.       Clearly define the goals of your website

2.       Identify key segments (Note that additional research aside from web analytics data may be necessary to define)

3.       Understand the goals for each of your segments and the increased value they will provide

4.       Select the appropriate tools that will allow you to target your site visitors

5.       After implementation, analyze your segments and identify improvement opportunities

Behavioral targeting is not a one time initiative; a continuous improvement plan should be performed as segmented behavior may change over time depending on your website goals.

Sports + Analytics = Higher Returns

Organized sports have moved from being a form of entertainment to becoming a useful marketing tool.  If used well, a sporting event or team can boost the popularity of a product, as well as a company’s revenue.  But you might be asking,”How can analytics mix in this equation?”  Simple, by using the team’s health, analytics will show you the areas where you need to improve your marketing strategies to drive traffic to your site and ultimately convert your visitors into clients.

Take the Tampa Bay Rays or the San Diego Chargers for example.  Both teams have either disappointed or were believed to make it far because of their past or current experiences, but the Rays made it as far as the World Series and the Chargers are putting every sport analyst to shame by making it to the Divisional Series.  What this means to your business is that behind these successes are fans that support the team, and you can use those emotions to drive more traffic to your site. 

One strategy is to promote your product/service on sites that cater to a team’s fan base.  As the season progress, not only monitor the team’s health but also your traffic.  My experience with clients that use this strategy is that their products trend in conjunction with the team’s health.  Look at your referring traffic to see what domains bring the most visitors to your site and focus your marketing strategies on those domains that are popular, while improving your ad placement or using other tactics to drive visitor traffic from those referring sites that bring the least traffic.

Something else to keep in mind is that the use of a team to promote a product /service needs to be done regardless of the team’s health to maintain support from the fans, while avoiding the “bandwagon effect.”  The bandwagon effect is a behavior where people adopt something that others do without consideration, which is closely related to opportunism.  This is clearly seen in sports.  As a team succeeds, it creates a greater fan base.  In order to find success in a team’s downfall is to use the hope of a better season, to drive the core fan base to your product/service.  This not only evokes loyalty from that group of fans, but the word of mouth will spread the popularity of the product/service as the team’s popularity increase.

So, what do think and who do you think will make it big in 2009 (besides the Chargers of course)?  Happy analytics!     

To target or not to target? Is that even a question?

Online advertising is all about targeting…behaviorally, demographically, geographically (you get the picture). The more ways that marketers can segment their audience, the better; so is there still a need to craft advertisements that appeal to the population at large? Does anyone still broadcast their marketing messages anymore?

Looking to TV outlets for a comparison, there seems to be a struggle between two camps about whether catering to segmented audiences is a wise marketing choice. Take CBS for example. This network has CSI in its arsenal–touted as the most watched TV show across all segments–and is starting to experiment with highly specialized/targeting programming with shows like Swingtown.  The network has a broad reach and is arguably a great route for a marketer to reach a wide consumer base, but today’s Advertising Age article reports that advertisers are shying away from placing ads within Swingtown for fear of being equated with the shows promotion of “unconventional” lifestyles.

From a targeting standpoint, this should be a good thing because the viewing audience is more clearly defined. What if research shows that the consumers of your product are watching this show? Does the general perception matter if you are reaching your target market? I would say that the old adage is false; what is good for the gander is not always good for the goose. Target away advertisers for two reasons: you’ll be more effective and your consumers will appreciate your relevancy.

Why cold call when you can reach someone who is predisposed to receive your message?

Targeting Tips in a Converged Media World

by Andreas Roell, CEO Geary Interactive

Convergence is the norm

Media convergence is all around us. The internet is available on cellphones, televisions and in cars, which is turning the world into one digital playground. In this dynamic atmosphere, traditional media outlets are continuing to struggle to keep in stride with their interactive counterpoints, and as a result, Americans are seeing reporters posting blogs, streaming radio online, TV programs available for download and digital billboards. Analog media outlets are fighting to stay relevant and timely, which creates opportunities for interactive marketers to increase their reach. The union of all forms of media equates to endless chances to reach consumers at multiple places on several platforms.

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-article published by iMedia Connection on January 30, 2008