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sterling doak

Behavioral Insider » Blog Archive » Targeting And Life Stages - 0 views

blogs.mediapost.com/behavioral_insider

behavioral interview kang mediapost susie targeting

shared by sterling doak on 25 Jun 08 - Cached
  • Well, one of the less-understood and -appreciated facts about online targeting in general, and behavioral in particular, is that behind site user activity data there’s a rich array of consumer data in third-party research which can be overlaid with your own data on user online behavior [to] yield whole new levels of understanding. One treasure trove for us is NielsenNetRatings. What Nielsen has done is study how people in different demographic ‘life stages,’ as they call them, actually have very unique group patterns of online behavior based on where they are in their lives.
  • vertical search data.
  • un that data against the Nielsen profiles and grouped them into separate categories.
  • ...6 more annotations...
  • life stage segments, called ‘New Families
  • earch activity patterns
  • keyword searches like say ‘Baby Stroller’ or ‘Toy Store’ or ‘Childrearing books’
  • ielsen’s broad life-stage categories.
  • search patterns
  • But the fact is that the more tightly you can segment specific behavioral patterns by demographic, the more effective smaller-focused buys will be.
  • sterling doak on 25 Jun 08
     
    Need to find out what these segments are for cars and homes from my Nielsen rep.
  • sterling doak on 25 Jun 08
     
    Very simple descriptions of how BT works. This is a great interview to share if a client is getting confused on how BT works for target segments.
anonymous

Online Spin » Blog Archive » Social Media's Role In A Media Plan - 0 views

blogs.mediapost.com/spin

soclialmedia

shared by anonymous on 19 Jun 08 - Cached
  • no one has unlocked social media in a way that demonstrates return on marketing objectives, such as reasonable expected range of outcome at for set amount of resource allocation
  • There is no such thing as “free media,” free media is just media you achieve by spending your time and money on developing assets that reduce the amount of money you had to spend to “buy media.”
  • What is more common is allocating far less budget to social media and looking at it more like buying a lottery ticket
  • ...3 more annotations...
  • I think social media should be a core component of your marketing mix
  • Achieving success in social media requires commitments longer than many campaigns are scheduled to run.
  • So don’t spread your social media budget over some artificial timeline created by your media plan, but regard it as an “always on” component.
  • anonymous on 19 Jun 08
     
    I've been saying all this a lot lately. Funny. It's spot on, but it's not amazing stupendous hard to understand.
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