Behavioral Targeting and Online Lead Generation

For now, here are key excerpt’s from a recent [8/24/07] Behavioral Insider interview that demonstrate the links between BT, online lead generation, and the interactive ad business. It’s not about sub-prime mortgages, but could easily be.

From the story intro:
“Lead generation is a discrete wing of interactive marketing, and so the ways in which it uses behavioral targeting are a bit different as well. Active Response Group uses behavioral tracking to enhance its ability to gather qualified leads from its banner network.” [what follows are responses from Active Response Group’s CEO]: “We’re able to use BT and retargeting, so when someone registers for a particular form or takes an offer or clicks on a banner, or doesn’t click on a banner — we record all of that, and then, based on the vertical they are clicking on, we will use that to retarget additional offers…One of the most powerful things that you can do is offer either a free trial to begin the dialogue or as a carrot, or some sort of information that’s relevant to that consumer…We consider credit cards a lead because there is no transaction involved other than signing up. We find people will sign up for multiple credit cards at the same time…. And one of the interesting things about that is, behavior is the same in the prime market as in the sub-prime market, although we have stayed away from the sub-prime of late.”

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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