5 Steps to Using Behavioral Targeting Effectively

Bad publicity has equated behavioral targeting to spying. Despite its negative reputation, when used appropriately as a marketing tool, behavioral targeting actually can help combat intrusive advertisements and marketing messages to consumers. Here are five ways to help you use it effectively:

1. Understand your approach. Site-side behavioral targeting uses web analytics to analyze data about customers’ behaviors online. This information then can be used to recommend and personalize marketing actions, such as follow-up emails, online offers or more traditional, targeted "offline" direct mail pieces. Essentially, site-side behavioral targeting is event-based marketing online.