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1、BehavioralTargetingOnline:ACaseStudyOutlineIntroductions:BehavioralTargetingandit’sroleinonlinemediaHowtomeasureandvalueBehavioralTargeting.WSJ/AmericanAirlinesCaseStudyCampaignResults…composition…effectiveness(awareness)…costefficiencyHowBehavioralTargetingwillevolveWhatisBehavi
2、oralTargetingBehaviorsprovidetheclearestwindowintopeople’sdesiresandinterestsPeoplequalifythemselvesformarketersbytheirownactionsExample:repeatedlyreadingaboutmortgagesorclickingonaloancalculatorTypically,onlineadvertisersbroadcasttoaplaceorwaitforprospectsthroughsearch……Instead,
3、BehavioralTargetingallowsadvertiserstodelivertheirmessagetoaudienceswhohavedemonstratedinterestTheresultisthattargetingbecomesmoreefficientBottomLine:AlowercostpertargetforadvertisersthatistriggeredbyaudiencebehaviorRevenueScience–LeadersinBehavioralTargetingWEBPUBLISHERSSAMPLEAU
4、DIENCESEGMENTSADVERTISERSCarBuffsHealthNutsTravelSeekersMutualFundAficionadosTheLeisure-MindedEngagedInvestorsFrequentTravelersAffluentUsersGamersHardcoreSportsFansSUVShopperEndofYearRebatesHookedonConvertiblesHowdoesBehavioralTargetingwork?WhatpeoplesayRegistrationSearchWhatpeop
5、ledoWebsiteCategoriesandPagesWordsHowoftentheydoitFrequencyRecencyVisitorsNavigateVisitorsAreAssignedToPublishercreatedsegmentsSegmentsOnFutureVisits,TargetedAdsAreServedToSegmentMembersRegardlessofWhereTheyGoOnTheSite(InsteadOfHouseorROS)HowtoMeasureBehavioralTargeting: Audience
6、CompositionTruemetricofreachingtherightaudienceMeasurescorevaluepropositionoftargetingAudienceComposition:#Qualified/#TotalWidelyusedinprintmediaHowdoesaleadingairlinemakecampaignallocationdecisionsforadvertisingintheprintworld?5+Domesticairtrips(yr)WSJBusinessWeekAud(000)1730552
7、Composition2016.3Coverage3210.3Index178146CaseStudyCollaborationbetweenWSJ.com,RevenueScience,GlobalAirlineCarrieranditsAdvertisingAgencyConductedaudiencecompositionandadvertisingeffectivenessstudyusingDynamicLogictoolsUsedTest/ControlmethodologyBrandMetrics:ControlUnexposed,Test
8、IBTExposedBrandMetrics:ControlUnexposed,
