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Behavioral decay

(be-hav-ior-al  de-cay) A new term that describes the rate at which a behaviorally targeted experience becomes irrelevant to the recipient. This rate is affected by the perceived value of the targeted...

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Behavior is only one datapoint

Much has been written about on-site consumer behavior and its applicability to targeting programs. Despite this, little is really known about types of behaviors that are tracked or trackable, and which...

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What is behavioral targeting?

When you’re in a conversation and somebody uses this term, your first question should be… is this on-site or display ad behavioral targeting? Typically, when referring to banner ads, behavioral...

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Behavior, algorithms, consumer relevance and the advertiser

Can a single algorithm deliver relevance… across seasons, different web properties, between global cultures and among differing offering categories? Personally, I have troubles trying to predict...

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Forrest Gump was a mass marketer

“My momma always said, ‘Life was like a box of chocolates. You never know what you’re gonnaget'”. Yeah, right… in a mass marketing spray and pray world, sure!  But  Lieutenant Dan… It’s a marketers job...

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Website personalization vs customization

Customization is derived through explicit, stated preferences, while personalization is driven by both the explicit and implied – behavioral, demographic and brand specific information. How did the...

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The fit of independent variables to the personalization scenario

Regression analysis can determine the “fit” of independent variables to a dependent variable. Not all independent variables are a good fit. Relying upon a small set of independent variables may produce...

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Comscore identifies 14MM US mobile users have scanned QR codes

Boy, that’s a LOT more than I would have anticipated. Maybe I live under a rock but I rarely see QR codes. I wonder what percent of US mobile users have seen a QR code, bet it’s not a lot… that would...

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Narrow solutions lead to false impressions

Subtitle: If all you have is a hammer, the whole world looks like a nail I recently read an article in digiDay, written by the CEO of a modestly large online personalization firm. The title drew me in…...

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#Digital #Attribution is a misnomer

The concept of “last click” is as flawed as attributing the purchase of an adult beverage to the neon sign hanging outside the liquor store. The concept of “Digital attribution” simply tries to count...

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