When it works
When BT works, it works very well.
Eric Porres, COO of online media strategy agency Underscore Marketing, said that for client Bombardier Flexjet, a very high-end service providing private business air travel, BT was very successful, using both Tacoda and aQuantive's DrivePM (aQuantive's purchase by Microsoft this year for some $6 billion is another testament to the marketplace's belief that technologically driven advertising is where things are headed).
"When you're selling a multi-million [dollar] product, you need to weed out the aspirational traffic from the 'real' traffic, and BT profiling -- if properly executed -- can add that prequalification layer," says Porres. Doing something like that requires customizing a behavioral profile build, one of the advantages of behavioral targeting's technological foundation.
A leading Northwest, high-end auto franchise that wanted to drive traffic to its site to increase online sales leads looked to Revenue Science, another provider of behaviorally targeted services and media. To help achieve its objectives, Revenue Science created a customized targeting solution that included geo-targeting, site re-targeting and something they call "Auto Behaviorally Targeted Segments."
With the targeting scheme implemented by Revenue Science, according to the company, the franchise found a 60 percent increase in unique users who visited its website, a 54 percent increase in site visits overall and a 73 percent increase in page views. Looking at other metrics, none of which were articulated, the franchise was able to attribute a 29 percent increase in email leads. Its biggest life was found in its offline metric. The company realized a 98 percent increase in web-driven phone calls based on behaviorally targeted campaign.
The challenge, however, is defining "success" of behavioral targeting in a way that is appropriate to the tactic.
