I am continually amazed when I hear statistics like “76% of the total US population are connected online in some way,” and “in any point in time, more than 30% of the world population can go online to learn, create and share.” Just as the internet has opened up the world to each and every one of us, it has also opened us up to the world.
With every click of the mouse, every touch of the screen, and every add to cart, we are like Hansel and Gretel, leaving crumbs of information everywhere. With or without willingly knowing, we drop our places of residence, our relationship status, our circle of friends and even financial information. Ever wonder how sites like Amazon can suggest a new book you might like, or iTunes can match you up with an artist and even how Facebook can suggest a friend?
Most tools use first-party cookies to identify visitors to the site on their initial and future visits based upon the settings for that particular solution. The information generated by the cookie is transmitted across the web and used to segment visitors’ use of the website and to compile statistical reports on website activity. This leaves analytics vendors – companies like Adobe, Google, and IBM – the ability to combine online with offline data, creating detailed profiles and serving targeted ads based on users’ behavior.
At Stratigent, we have a service in our portfolio called 'behavioral targeting'. Naturally, as there are shifts in the way organizations collect data, behavioral tracking and targeting is vital. Our team has worked with clients to help them create dynamic content and calls to action based upon the individual visitor’s history.
Think of it this way, not implementing a targeting strategy is like dropping all these bread crumbs but not following the trail.