Behavioral targeting

Behavioral targeting is a tool that helps us understand the behavior of users browsing our website. It helps us achieve more accurate segmentation and, thus, be able to target them in a more personalized way. This behavior can come from the number of visits to our site, whether they have made an online purchase of one of our products, or whether they have registered as a user. Thanks to the knowledge this tool provides, we can implement targeted marketing actions to generate greater engagement.

To get the most out of behavioral targeting and help us know what actions we should take with users, it should:

• Help us easily create user segmentation based on their behavior.
• Allowing us to define which actions will be most appropriate for each user segment, and thus, carry out a campaign aimed at generating engagement.
  Much of the information we can gather about users—their tastes, preferences, the actions they take, or the amount of time they spend on each page—is obtained through the use of cookies. These tools remain embedded in users' browsing history, leaving a trail of their behavior, allowing us to better understand the interests behind each individual's actions. Ultimately, the more we know about users, the more we can attract them to our brand and get them to take action.

Posted by: Silvia Gemar