Targeting Audiences: Practical Uses of Behavioural Targeting and Retargeting Data

Posted by Natasha D'Souza on Oct 22, 2009 in Blog, events | 0 comments

Mladen Raickovic from Olive Media talks about collecting data.

Cookies allow data to be collected by companies to understand the type of content that the user is looking at, how they are interacting with it.

So where is our privacy in regards to this? Non personally identifiable information is focused on, their interaction with a site etc.. so multiple people using the samecomputer are not accounted for.  People do have the option to opt out of the cookies if they choose to.

Who’s collecting this data?

Data companies

Ad Networks

Advertisers

Publishers

Ad networks had a lot of control over the data and the content. Data companies are new as they realize that they can make revenue from this data.

Data Companies collect

search data, site visit data and registration data

Ad Networks

Optimization, search data, site visit data, registration data

Behavioural targeting

Taking at certain characteristics that a group has e.g. auto enthusiasts, female shoppers, in-market travelers, health seekers

Are they putting items into their shopping cart and not purchasing?

Are they into gucci or something else

Their content interest auto site vs fashion

Social newtorks, myspace

Taking these components into context they can be grouped by category e.g. female shopper

You have to be ethical about this data. Make sure that you are collecting non personally identifiable information. Your privacy policy needs to be clear about the data you are collecting.

There has to be good security around this data.

You have to select the right partners as they are the key to your success. Try to understand how they are collecting this data. Paying for this, transparency, privacy policies (theirs), their targeting capabilities (does this data have multiple touch points).

Right objectives, audience, ethics and partners.

Retargeting

Drop the cookie in the person’s browser

Locate them on the web through a media buy

Intice them to come back to your site and make a purchase

Your standard marketing compaign establishes a baseline/benchmark. Establish success metrics.

If you are a smaller business then you need more time to retarget.

You are reaching a user that you have engaged in the past but have to target them in a different way. If you tweak it and it speaks to them then it becomes more effective.

Constantly collect data on your site and develop you creative (fresh and custom). You will have a successful retargeting campaign.