A Behavioral Targeting Tip Sheet
Inside Modern Medicine’s proof of concept.
Behavioral targeting allows publishers to micro-target their e-marketing campaigns to Web site visitors. Advanstar has begun a program that’s being rolled out for its ModernMedicine brand that collects data from Web site visitors and uses it to promote products tailored to specific interests.
Dan Timoney, Advanstar’s marketing director for its electronic media group, talked about ModernMedicine’s strategy in a recent Folio: Webinar. Here are some of the key takeaways.
“It all boils down to being relevant,” says Timoney, “and understanding a user’s needs and interests without having to ask.”
That relevancy comes from correlating a number of data sources—such as registration data or physician validation data—to create a user profile for each Web site visitor.
From there, Timoney collects data on where users went on the site—what content they looked at and the high-value tasks they performed, such as product registrations.
All of this data is poured into a rules engine and scored, which then triggers specific marketing campaigns. This automated process, says Timoney, is helpful for smaller operations that don’t have large teams to crunch the data. “Automation can help create volume and results through multiple campaigns that are micro-targeted. It’s a cumulative effect, where we didn’t go for one big splash, but we’re doing many small segmented programs.”
The segmented programs, says Timoney, have had impressive results, especially for a proof-of-concept. For triggered email campaigns, the open rates were 25 percent, click-to-open rates were over 60 percent.
What’s So Special About Behavioral Targeting?
1. Higher response rates
2. Relevancy to the user’s interests
3. Reach users in the right place at the right time
4. Sequence your message to match frame of mind
5. Better understanding of your audience (expand, target, correlate)
6. Recognize valuable user types
7. Better retention efforts
8. Additional ad inventory
9. Retargeting
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