User Behaviour Marketing
4th December, 2005 | Martin DiessnerCommon problem: Client wants to market product online, and the most amazing media planner produces the most amazing media plan and the creative agency the most amazing banners, emails and so on, and the Google guys the most amazing search campaign, and still: no one clicks to the client’s page, and no one registers for the new product, not one online purchase.
Result: Client blames it on creative and media agency, and we tell the (online) publishers off and tell them no more budgets unless they find the right users for our client’s products, oh and by the way: Make them buy it right away!
Obviously, it’s about match making, almost like in real life (I like blondes 
). If we could predict, what kind of user is going to what kind of website, and then enable the online publisher to show RELEVANT ads to the user online?
With a new functionality added to ‘Brand Central’ recently, we started to profile unique users accross the Middle East and monitor their individual user behaviour online. So far, approximately 6.8% of the ME internet community has been identified and their online behaviour recorded. We are able to pull from the databases in real time any relevant information to advertising, e.g. what ads the user has been exposed to, on what ads did the user click and most importantly, what post-click action such as browsing client’s website or any e-Commerce related actions were undertaken by the user.
No comments Add Comment > Back to listing >
