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...
View ArticleBehavior 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...
View ArticleWhat 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...
View ArticleBehavior, 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...
View ArticleForrest 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...
View ArticleWebsite 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...
View ArticleThe 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...
View ArticleComscore 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...
View ArticleNarrow 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…...
View Article#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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