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July 28, 2010

ADMA Forum presentation slides on Eliminating Waste and Increasing Relevance through Targeting

Below are the slides from our recent ADMA Forum presentation on Eliminating Waste and Increasing Relevance through Behavioral Targeting: An Introduction. Please let me know your comments and thoughts, keen to get your feedback.

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Filed under  //   adma   analytics   behavioural   christian bartens   data   forum   introduction   news   presentations   speaking   strategy   targeting  
Posted by Christian Bartens 

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June 19, 2010

Flowtown identifies social profiles, demographics and influencers from customers email addresses

I just came across this new service called Flowtown which is pretty interesting. 
 
The platform lets you upload your contact's email addresses for which it then returns the respective social profiles on Facebook, Twitter, MySpace, LinkedIn, Flickr and StumleUpon. And if all you have is an email address, the service can also give you a name, age, gender, occupation and location. But the best part is the integration with Klout, a service that determines a person's influence level based on Twitter and basically identifies your most influential contacts for you. 
 
Have a look at the below chart, which shows the statistics for all my 1,800 contacts compared to the 50 identified influencers. Not surprisingly, but still interesting to see is that the influencers are definitely much more likely to have a social profile online across multiple networks and that all Twitter influencers also have a Facebook and LinkedIn account.
Visit the official Flowtown website or watch the below demo video to find out more.
 

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Filed under  //   analytics   christian bartens   crm   customers   email   Facebook   Flickr   flowtown   LinkedIn   marketing   media   MySpace   networks   profiling   social   StumleUpon   targeting   tools   Twitter  
Posted by Christian Bartens 

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June 7, 2010

Use Google Analytics custom variables and simple JavaScript to target site content in real-time

I was reading this on another blog earlier today and thought it was worth passing on. In essence Google Analytics have provided a function to read the custom variables for targeting purposes. Although this is essentially nothing more than being able to read a cookie and use it to segment and target page content, it's nice to be able to use the same variables used by Analytics, as the targeting immediately has context in reports.
 
If you already use the custom variables (index 1-5), you can now use the following function to read the value and switch out content using some simple JavaScript.
 
_getVisitorCustomVar()
 
_getVisitorCustomVar(index)
 
Returns the visitor level custom variable assigned for the specified index.
 
pageTracker._getVisitorCustomVar(1); 
 
Parameters
 
Int index The index of the visitor level custom variable.
 
Returns
 
String The value of the visitor level custom variable. Returns undefined if unable to retrieve the variable for the specified index.
 
Read the original blog post from Michael Whitaker here or check out the code reference in Google's help section if you want to find out more.

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Filed under  //   analytics   custom   google analytics   hamish ogilvy   targeting   variable  
Posted by Hamish Ogilvy 

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May 6, 2010

Study and poll: Privacy regulations on behavioural targeting won't help consumers but harm companies

There's a new study from the think tank Technology Policy Institute which concludes that new online privacy measures won't help consumers but hinder online companies. 

"Regulation should be undertaken only if a market is not functioning properly and if the benefits of new measures outweigh their costs," states the 56-page report, "In Defense of Data." "Our analysis suggests that proposals to restrict the amount of information available would not yield net benefits for consumers." 

The paper pretty much reiterates known statements from a decade ago but it's a good summary anyway. Have a read and please comment on this post or at least participate in the poll, would love to know what you think about behavioural targeting online. 

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Filed under  //   behavioural   christian bartens   polls   privacy   research   study   targeting  
Posted by Christian Bartens 

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February 15, 2010

Tourism Western Australia: Omniture SiteCatalyst and Traction integration for smarter email targeting

Challenge

Implement, maintain and manage a combined email-marketing and web analytics platform designed to enhance visitor profiling and thus increase content relevance and user interaction.

Solution
 
Design, implementation and ongoing management of an integrated Traction email and Omniture web analytics platform. The final solution enabled Tourism WA to identify and profile individual travellers based on their campaign and website behaviour and allowed us to segment website visitors according to their specific destination interests as well as types of holiday packages.
 
Results

Using interest based customer segmentation with smart targeting and trigger based email campaigns we were able to increase email open and response rates by almost 100% compared to the travel industry average. Combining user profiles with website behavioural data generated valuable additional insights that will be influencing the planning and execution of future campaigns.
 
http://www.extraordinarytaxiride.com.au/

   
Click here to download:
Tourism_Western_Australia_tag_.zip (1957 KB)

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Filed under  //   behavioral   christian bartens   clients   crm   emails   implementation   omniture   optimisation   sitecatalyst   smart targeting   targeting   tourism   traction   trigger based   web analytics   western australia  
Posted by Christian Bartens 

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February 4, 2010

eMarketer: Online shoppers want recommendations and act on them but complain about relevance

Online shoppers notice product recommendations more and more and have almost come to expect them which is great news. However, it seems that marketers are not actually doing a good job when it comes to relevance of the recommendations. Especially interesting is the fact that most don't seem to use internal and external searches as additional targeting parameters.


Different forms of targeting can significantly improve your media return on investment but it needs a solid strategy and technology platform. 

Check out our earlier blog post on direct marketing in the digital age and the power of effective targeting strategies if you want to find out more about the subject or email Chris at cbartens@datalicious.com. 

Read the full eMarketer article here
http://www.emarketer.com/Article.aspx?R=1007497

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Filed under  //   christian bartens   ecommerce   emarketer   recommendations   relevance   shopping   targeting  
Posted by Christian Bartens 

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January 5, 2010

Clickz.com: Data Mergers, Hyper-Targeting to Take Shape in 2010

The last quarter of 2009 should be partly remembered in the advertising community as a juncture when big agencies -- namely Omnicom Media Group, The Nielsen Company, and WPP -- announced consumer data mergers. The deals entailed the marriages of offline and online data and appeared to reveal a potentially major stepping stone in the evolution of "hyper-targeting."

Some of the agencies have trumpeted their newfound ability to create consumer segments related to behavioral elements such as "passion points" (e.g., shown interest in electronics, photography, fantasy football, etc.), as well as geographic location, beverage preferences, favorite social media sites, activity levels at the sites, and so on.

Oct. 22: Omnicom Gets Access to Fox Consumer Panel
Omnicom fired the first warning shot when announcing access to News Corp.'s Fox Audience Network (FAN) consumer panel, which pulls data from 700 publisher sites. FAN's audience segmentation system allows Omnicom to group anonymous online consumers who share mutual interests like sports, movies, and music, and then target them. It has been plugged into Omnicom's multichannel data-driven campaign management tool, Living Segments.

Nov. 2: Nielsen in Pact to Use Offline Data for Online Ad Targeting
Two weeks later, Nielsen and consumer data firm DataLogix forged an agreement to allow household-level online ad targeting using Nielsen's audience cluster PRIZM data. Several ad networks, including Audience Science and Collective Media, are offering the targeting capabilities to advertisers.

Nov. 10: Compete & Sister Company Merge Data
Then, Kantar, part of WPP, combined data from its marketing research firms Compete Inc. and Cannondale Associates to help brands link the effectiveness of digital campaigns to in-store consumer purchases. Compete's online consumer research panel of two million viewers was hitched to its sister company's ShopperGenetics data platform, which collects info from the loyalty cards of 80 million households.

Dec. 15: WPP to Leverage Kantar Data
Lastly, WPP Digital said the month-old data merger from its Kantar properties, Compete and Cannondale Associates, would now, in theory, help create better media planning for WPP's Media Innovation Group (MIG) division.

via clickz.com

The mergers certainly open up interesting targeting opportunities, however media agencies are only as good as the people they hire and in some markets they are still amongst the lowest paying. The greatest database is useless if you don't have smart people extracting actionable insights form it.

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Filed under  //   christian bartens   data   mergers   nielsen   omnicom   targeting   wpp  
Posted by Christian Bartens 

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December 15, 2009

Clickz.com: Only very few Google users are opting out of behavioral Targeting

Looks like marketers are getting worked up about behavioural targeting without reason but Google could probably do a better job at promoting their opt-out service and raising awareness about the option as well.

Nine months ago, when Google first introduced behavioral ad targeting, it also rolled out an ad preferences manager. The page allows Web site visitors to edit their advertising interest categories -- for instance confirm an interest in cars or entertainment -- or to opt out of behavioral targeting altogether.

As it turns out, relatively few users visit the page, and among those who do only a small fraction opt out, according to Google. The finding suggests that those who seek out the page are predominantly comfortable with Google's behavioral ad practices.

"A good percentage of users are saying they'd rather control [behavioral targeting] than opt out," said Wong.

A rough calculation suggests that at the most, about 6,600 of Google's users are opting out of ad targeting per week. The figure is based on a generous estimate that the site captures 99,000 visitors on an average week -- the most possible if the site is indeed capturing tens of thousands yet not more than 100,000 visitors, as Google indicated to ClickZ.

Under this estimate: 6,600 (number of users opting out) x 4 = 26,400 (number of users editing preferences) x 10 = 66,000 (number of users taking no action). The sum of those three is 99,000 -- again, the maximum number of weekly visitors to page, according to Google.

Read the original article here
http://www.clickz.com/3635881

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Filed under  //   behavioural   christian bartens   concerns   google   privacy   targeting   trends  
Posted by Christian Bartens 

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October 31, 2009

Omniture Test and Target update coming

Omniture have finally spent some time fixing Omniture’s Test & Target interface and will be releasing it on 5th of November.

What you’ll see in the new release is:

  • Setting up targets is much easier with a better layout and more logical organisation
  • AJAX – no more page refreshes
  • No more having to use Edit Classic for targeting campaigns and the .5 updated one for normal campaigns.

Our biggest frustration with Test & Target has always been the resource time to manage the programs, particularly if you’re using it to target weekly promotions - hopefully this should make the process faster.

Omniture, we ’d still like to see bulk uploads through csv’s or an API – this would be a great platform to integrate with a CMS. Integrating targeting information from other applications such as a CRM into the campaign interface would also be nice rather than having to manage this process outside of Test and Target.

http://teamoffermatica.com/launch/campaign_edit.html

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Filed under  //   google website optimizer   multivariate   omniture   optimisation   targeting   test&target   testing  
Posted by Dave Sanderson 

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October 27, 2009

Old News: Travelocity Offers Hope in Evolution of Display Advertising

Travelocity Offers Hope in Evolution of Display Advertising. Targeted Audience and Real-Time Campaign Updates Put Brand's Efficiency Ahead of the Industry Curve

An early sign of hope for the channel comes from Travelocity, whose best-performing online ad campaigns came after the No. 2 online travel agency sought to deliver customized messages based on its visitors' site search history.

Last year, the travel site dumped the old way of online display ads, such as serving up generic messages like "Find low fares on Travelocity. Book now." Its messages are now targeted in real-time based on visitors' most recent search activities.

Travelocity's targeted approach has yielded big improvements over its previous online campaigns; new campaigns require fewer ad impressions to convert site visitors to purchasers, driving Travelocity's cost-per-transaction down 79%. It also saw a 230% increase in bookings; click-through rates jumped 651%.

via adage.com

Wow, nice press release but unfortunately Vodafone was doing the same thing already two years ago with our help, I know we should have started writing our blog earlier. Back then we dynamically wrote Eyeblaster re-targeting tags into pages based on product pages visited, external search terms as well as internal site search terms which then allowed us to customize the display banner activity outside the Vodafone website. Drop us a line if you're interested in a similar solution to improve your media ROI. It's not rocket science, can be implemented quickly and only needs a bit of planning.

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Filed under  //   ads   behavior   christian bartens   display   search   search terms   targeting  
Posted by Christian Bartens 

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