Identifying Behaviorally Targeted Outlets

Strategies to consider when identifying behaviorally targeted outlets include:

Review of search activity – By reviewing consumers search activity advertisers can plan the right time and message to deliver to the consumer based on their consideration cycle. Search activity often includes capturing keywords used to identify the site and keywords used in the site search.

Frequency and last time of visit – Frequency and last time of visit in relation to purchase behavior help determine when the consumer will actually make a purchase. Behaviors to track here include the amount of visits it takes before a typical converter to convert.

Conduct Surveys - Conducting surveys allow advertisers to gather rich data on which to segment. Advertisers can then utilize this data to create experiences that meet the needs of each user group.

User Personas - Gathering user personas allows advertisers to match behavioral data with these user personas to link behavioral data that is anonymous with a deeper and richer representation of a particular group that show signs of the same behavior. By being able to predict the content the users needs allows the advertiser to match them to a particular persona thus allowing advertisers to anticipate the needs of site visitors.