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Behavioral Targeting: Marketing 101 Meets Web 2.0
Spotlight | Published: April 2012

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Publication Summary

Customer experience with a brand is the competitive battleground of today's economy and the key to long-term profitability. This Spotlight takes an in-depth look at the business opportunities and implications of delivering personally relevant content and at the technical approaches companies are using to this end. It examines the benefits of personalization, defines behavioral targeting, identifies factors driving and inhibiting its use, and explores why behavioral targeting is critical in travel.

Table of Contents

13 Pages


The Purchase Process: Marketing 101

Making It Personal

Behavioral Targeting
- Critical Data for the Marketing Tool Kit
- Sources of Behavioral Information

The Perfect Storm

Adoption and Use of Behavioral Targeting
- Behavioral Targeting in Business
- Behavioral Targeting in Travel

Hurdles to Broader Use of Behavioral Targeting
- Privacy Concerns
- Perception is not Reality
- Narrowcasting vs. the Social Multiplier Effect

Implications for the Travel Industry

Sources of Further Information