34932 2 3 econsultancy_xml <p>You can rely on him to make good recommendations based on your past consumption history.<br /><br />If our wine waiter is also commercially astute, he’ll spot that you enjoy a good Shiraz and might recommend a superior vintage on your next visit. </p> <p>Naturally this superior year’s wine will come at a higher price but by noting what you enjoy and making a further appropriate recommendation, he has increased his revenue (and possibly his tip).<br /><br />Behavioural targeting isn’t about selling people what they would have bought anyway - if our waiter always simply recommended exactly what we ordered last time, we’d soon get bored. </p> <p>It’s about optimising up sell and cross sell; that’s how revenues can be driven upward.<br /><br />Online, behavioural targeting monitors user behaviour over time and serves relevant content on present and future visits. </p> <p>Those that have browsed or purchased product A in the past may be more likely to go for product B this time. </p> <p>By applying personalisation and customer intimacy online, sales and other key metrics will increase dramatically.<br /><br /><strong><em>Mark Simpson is the MD of </em></strong><a href="http://www.maxymiser.com"><strong><em>Maxymiser Content Intelligence</em></strong></a>.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>You can rely on him to make good recommendations based on your past consumption history.<LineBreak /><LineBreak />If our wine waiter is also commercially astute, he’ll spot that you enjoy a good Shiraz and might recommend a superior vintage on your next visit. </Paragraph> <Paragraph>Naturally this superior year’s wine will come at a higher price but by noting what you enjoy and making a further appropriate recommendation, he has increased his revenue (and possibly his tip).<LineBreak /><LineBreak />Behavioural targeting isn’t about selling people what they would have bought anyway - if our waiter always simply recommended exactly what we ordered last time, we’d soon get bored. </Paragraph> <Paragraph>It’s about optimising up sell and cross sell; that’s how revenues can be driven upward.<LineBreak /><LineBreak />Online, behavioural targeting monitors user behaviour over time and serves relevant content on present and future visits. </Paragraph> <Paragraph>Those that have browsed or purchased product A in the past may be more likely to go for product B this time. </Paragraph> <Paragraph>By applying personalisation and customer intimacy online, sales and other key metrics will increase dramatically.<LineBreak /><LineBreak /><Emphasis><Quote>Mark Simpson is the MD of </Quote></Emphasis><Link URL="http://www.maxymiser.com" Window="Self"><Emphasis><Quote>Maxymiser Content Intelligence</Quote></Emphasis></Link>.</Paragraph> </FormattedContent> 2007-09-25T15:30:00+01:00 1 1 econsultancy_xml <p> <strong>In marketing technology, it’s important not to get carried away by your own spin. </strong> <strong>Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.</strong> </p> <p>Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>In marketing technology, it’s important not to get carried away by your own spin. </Emphasis> <Emphasis>Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.</Emphasis> </Paragraph> <Paragraph>Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.</Paragraph> </FormattedContent> false 1781 <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> 364292 Behavioural targeting – ask your wine waiter false 2007-09-26T09:30:00+01:00 behavioural-targeting-ask-your-wine-waiter 2009-04-30T01:03:10+01:00 2009-10-13T09:20:25+01:00 334