Football Meets BT

In my usual scan of what I call, “The Genius Zone” aka Oldest Living Digital Marketer* Tells All, I came across an interesting perspective on the world of BT and data targeting from a company called Linkstorm.

CEO David Sidman explains how their DHTML banners lets consumers find what they want as opposed to using past behavior to make a prediction that may in fact be off based:

So, to use a football analogy, behavioral targeting will get you into the red zone — but no farther. We don't do our own ad placement. However, if a customer already using BT has the data to know you are a certain profile, we can take that data and further customize the way menus are structured. If you know from their browsing that a customer, let's say, is a bargain hunter, then you can organize your different offers by price range.

It’s always nice to hear a different perspective in the world of targeting, which is constantly being furthered by the evolution of BT as well as other targeting services, such as ISP based targeting.