Optimize & Prophesize

Category: Targeting

  • 5 Lessons From Multivariate Tests on Buttons

    Conventional wisdom from the Information Architecture and User Experience gurus tells us that buttons and calls to action should be the same across the user experience. The thinking is that messaging, shape, size and color are all elements that if consistent will allow users to locate and click buttons and calls-to-action more easily and more…

  • Buy Branded Keywords? A Case Study on Traffic, Conversion and RPV

    Part 3 of 3 This is the last part of my deep dive into a question that is asked quite often. Brand keywords have seemed to be a conundrum for many in the Marketing and Brandings worlds. This series of posts and research has yielded some interesting data. Like any good testing and optimization they…

  • Information & Intent: Optimizing Content and the User Search Experience

    Everyone has a limited amount of attention to devote to searching for and consuming information. Each day a staggering amount of new information is added to the web and indexed by the search engines. How can your content get the attention of users? I spoke about this yesterday at the 49th Annual Conference of the…

  • Google Personalized Search: Goodbye Search Engine, Hello Find Engine

    For tens of millions of users, multiple times a day for each, Google just improved and it will keep on improving. All users need to do is continue using Google. That’s a pretty great way to create brand loyalty! How many products continue to get better the more you use them? A baseball glove, maybe…

  • More on the Promise of Behavioral Targeting

    Phil Leggiere has another great interview in today’s Behavioral Insider column titled “Beyond CPM: Bidding and Behavioral Data.” This time it’s with Alex Hooshmand of Right Media. Right Media is a transparent auction based platform that matches advertisers and publishers and optimizes ROI based on targeting. The exchange (RMX) officially opened to publishers this week.…

  • Real Behavioral Targeting Focuses on Intent

    Dave Morgan of Tacoda has an insightful essay “When Will We Deliver the Promise” that addresses a question asked to him by WSJ technology writer Walter Mossberg: when will online advertising deliver on the promise of right ad, right, customer, right time? The question is great one. However, I’m afraid the folks in display media…

  • Targeting Based on Category Affinity

    One of the more interesting things we’re doing at OTTO Digital is pushing the envelope on content targeting and re-targeting based on source and behavior. Presently we’re working with a major retailer on delivering contextually relevant content on their homepage to return visitors (either in-session or on subsequent visits) based on what category the user…

  • Delivering Contextual Relevance Through Segmentation

    Mass marketing in the digital age means marketing to many segments of the entire mass. In fact, we all know the very idea of “mass marketing” is road kill. Technology allows us as marketers to understand the individual segments of our audience and deliver messages contextually relevant to each segment. In fact, segmentation is the…