What is on-site behavioral targeting?
Creating personalised interaction with the right person at the right time is paramount to reaching many objectives: from generating sales leads to building customer loyalty to improving website usability. Understanding the true interests of the visitors is key to having that one-to-one online dialog.
Behavioral targeting can be used to support advertising networks containing thousands of websites, or to carry out in-depth analysis of the visits to a single corporate website. In this latter case it is referred to as “on-site behavioral targeting”.
Behavioral targeting is a technique that combines information from several sources to create detailed, highly accurate profiles of each visitor and to predict with a high degree of reliability their true (usually undeclared) interests in the products, services or content your website offers.
Information sources include:
- Real-time analysis of the website visit: the path of each person through a website (clickstream analysis), searches a visitor is making, time spent on a particular page.
- Analysis of the previous visits for the same person.
- Information about the previous visits of this person to the website – time since the last visit (recency), frequency of visits, average time between visits (latency).
- CRM data – demographics, geographic location, purchase and interaction history, etc.
Based on the up-to-the-second visitor profiles, personalized content can be delivered – or a more direct interaction with the visitor initiated. This interaction is what makes behavioral targeting into such a powerful tool.
