By Robin Neifield
July 26, 2006
Online, behavioral targeting is primarily a performance-based media tactic. For online retailers that means sales, frequently incremental sales at a lower cost per sale. Yet achieving optimal results requires a clear understanding of the specifics of what you're trying to achieve, including key performance indicators (KPI) and their relative prioritization in the overall program. That understanding must be communicated to those do the media planning and optimizing, those who prep the site, those who analyze the program results, and those who set the budget. Everyone needs to be on the same page. Here are three common objectives for e-tailers and how behavioral targeting programs can support those goals. Full Article
