About Behavioral Targeting

Previous behavior is the best predictor of what customers will do next.  It has proved over and over again to be a more accurate predictor of future purchasing than surveys or measures of satisfaction.

Behavioral targeting is the process of mathematically analyzing a customer’s interactions (purchase transactions, service transactions, web clicks, responses to promotions, etc.) and then assigning the customer to a group (“segment”) of similarly behaving customers. The goal of this segmentation is typically to identify the best prospects for a marketing campaign.  Math techniques developed over the last decade make behavioral targeting fast, affordable, and scalable.

You can use behavioral targeting to find cross-sell and up-sell prospects, to win-back customers at risk, and more.  It can be used to identify best prospects for products, or target people likely to buy in a particular time frame.

Ultimately, behavioral targeting helps identify best prospects, improves marketing ROI, and helps retain customers.