As I was doing my online holiday shopping this weekend, I couldn’t help noticing how precise behavioral targeting has become. They were right: I did like that pair of shoes, handbag, scarf and rhinestone-studded dog collar. Four purchases later, I was proof that this form of targeting works. As early adopters of behavioral targeting, retailers and e-commerce sites have long used the technique to improve the relevance of their product offers to individual visitors. But these strategies are just as applicable for more-complex business-to-business selling. Whether you are selling b-to-c or b-to-b, the online interaction between a buyer and...
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From Debra Ellis
The ever increasing volumes of data used by companies like Target, Walmart and Amazon to carefully target their customers is cumbersome and difficult to manage. Analyzing patterns to find the right trigger that will motivate an individual to buy requires gifted statisticians that combine art and science into marketing magic. But what if you are not quite ready to use big data in your business? Can you still reap some of the benefits?