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What Is Behavioral Targeting?

Behavioral targeting is the process of marketing to people who are most likely to use your products or services based on their demonstrated behavior. This behavior may be online (for example, keywords searched, websites visited) or offline (location tracking data, for example).

Details

Why Is It Important to Have a Good Behavioral Targeting Model?

Behavioral targeting is the means of identifying the people who will use your product or service. In other words, a strong behavioral targeting model allows you to increase your return on investment in targeted campaigns.

What Internal Data Should I Have for a Good Behavioral Targeting Model?

Internal data that you should have in your model includes customer profiles and transaction history and your own websites’ cookies. Surveys and feedback requests from one-time or loyal customers should also be considered.

What External Data Is Essential for a Good Model?

Essential external data for a behavioral targeting machine learning model includes device and web data: for example, phone location data, passive app behavior like the amount of time spent on an app when, and IP data.

What External Data May Prove Useful for a Model?

Additional external data that may help your model includes demographic data connected to device IPs and data about ad view times on other websites.

Additionally, you can consider purchasing registration and subscription information from third-party data providers.

What Are the Main Challenges of this Use Case?

One of the challenges of building a behavioral targeting AI model is data privacy: more and more, countries and other polities are limiting the amount of information that cookies can collect. In fact, many browsers either have already or are currently developing cookie-less versions.

Once the information has been collected, however, there is still the challenge of creating useful and accurate customer segments. Gathering a wide array of relevant data is the first and most important step in the model-building process; deep learning and deep pattern recognition models can generate surprising results and guidelines for action but only with a good data source.

Interesting Case Studies and Blogs to Look Into

ScienceDirect: ICT Express: Identifying machine learning techniques for classification of target advertising
The Beginner’s Guide to Behavioral Targeting to Increase Conversions

Tangible Examples of Impact

In addition to display remarketing, we anticipate some disruption to display, native, or paid social advertising campaigns that utilize a robust audience targeting approach. This will make it harder to find new users, generate brand awareness, and personalize ads using the ways of the past.

Google Is Eliminating Third-Party Cookies — What Does That Mean for Your Hotel’s Digital Marketing?

Relevant datasets

Home by Vendigi

by Vendigi

Home by Vendigi provides audience data for all things home buyers, remodelers, and sellers. Their data comes from first-party sources like top multiple listing systems (MLSs) major brokers like RE/MAX, Coldwell Banker, Century 21, and Sotheby’s.

Users of Vendigi’s Home data range from home and garden retailers to insurance institutions to telecom companies.

4.3 (3)   Reviews (1)

IBM MarketScan Research Databases

by ibm-the-weather-company

IBM MarketScan Research Databases provides one of the oldest continually-updated collection of health claims data in the USA. Organizations use this data to prove their value to healthcare professionals, insurers, and private individuals.

The data includes drug claims, dental claims, lab results, hospital discharges, and EMR data for millions of people in the country. It also contains workplace productivity data, telling institutions how many workplaces absences they suffer and how many of their healthcare workers suffer disability due to their work. 

4 (1)   Reviews (1)

Virtusa Application & Platform Engineering

by

Virtusa Application & Platform Engineering provides expertise on all technologies to help organizations in building their own application.

0 (0)   Reviews (0)

Kantar Media Audience Measurement

by Kantar Media Logo

Kantar Media Audience Measurement dataset tracks media consumption worldwide through TV, smart TV, computer, and mobile phone devices. It can also measure which content is being viewed live or bought on-demand.

0 (0)   Reviews (0)

Brandify Listings Management

by brandify-logo

Listing management allows accuracy and consistency at scale.

0 (0)   Reviews (0)

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