Re: User Behaviour and Online Advertising

From: Jim Novo <>
Date: Mon 02 Apr 2001 10:06:49 -0600


> There are various studies regarding consumer behaviour
> or buying behaviour, but has anyone heard of 'Internet
> User behaviour in relation of Online Advertising?

Glad to see someone asking about behavior as a means
of targeting advertising; past customer behavior is a
much more reliable indicator than demographics ever
will be.

Customer behavior is not subject to the same "noise" as
demographic information. Either a customer bought or
they didn't, they clicked or they didn't. Demographic
data is frequently corrupted by the goals of the user
or the inaccuracies of data cleansing techniques.

One vendor providing behavior-based ad targeting is
Engage. They may be early, but they're right.


Good luck!

Jim Novo
Author:Turning Customer Data into Profits
Learn the techniques and models used in
profitable customer-focused marketing at:

Received on Mon Apr 02 2001 - 11:06:49 CDT


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