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BizReport : Trends & Ideas : March 21, 2008
Magnify360 allows on-site behavioral targeting
Targeting consumers based on past behaviors is nothing new. Differentiating between two behaviors from the same consumer is, but that is exactly what is offered through the Magnify360 platform. In most cases behavioral targeting is used only on advertising but the Magnify360 platform targets within marketers' websites.
The website platform allows marketers to determine the differences between a consumer who, for example, is surfing for business travel information in the morning and family travel information in the afternoon. By differentiating this way, the consumer base is certain to get the most relevant ads served to them on every site visit.
Because these differentiations are made in real time, marketers don't have to worry that consumers who visit numerous times each week or month will be served only information which was relevant during one visit. This platform profiles users as they log on and then tests and analyzes those visitors each time they return so that the user is given an optimized landing page specific to their needs.
In one client study, the Magnify360 platform increased lead volume by 90% in four months.
Another advantage to the platform includes the ability to profile a user as soon as they visit your website. The metrics behind Magnify360 can be used for paid search, email/direct mail and mobile marketers as well as e-tailers.
Tags: behavioral targeting
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