customer modeling and behavioral targeting...everyone takea razor. marketoonist.com . iab...

Customer Modeling and Behavioral Targeting

Aaron Martin @sovrnHoldings

Can anyone relate to this?

Fighting for attention

Fighting for attention

Understanding audiences

Behavioral- Signals gained by observing behaviors and actions online

Intent- Logic and statistical lens placed on top of the behavioral data set to determine characteristics of the users

Audience Targeting

Who is your

audience

Where did they come

from

What are they

viewing

Did they find what they are

looking for

Interaction Recency Frequency

How do you understand your audience

https://www.metlife.com/individual/insurance/auto-insurance/auto-landing.html?WT.mc_id=ad013606&promoid=R0391&ibp-adgroup=YHOOAcxiom_11&pagefrom=MLBN_multi-

market-auto-insurance

Behavior

Interaction Recency Frequency

Intent

Can anyone relate to this?

Gathering data

Understanding your data

Understanding your audience

Thank You

Aaron Martin amartin@sovrn.com

@sovrnholdings @aamart303

Visit the complimentary charging station at the Hallmark Data Systems table in the networking area.