精准广告：行为定向Case Study.pptVIP

Behavioral Targeting Online: A Case Study Outline Introductions: Behavioral Targeting and it’s role in online media How to measure and value Behavioral Targeting. WSJ/American Airlines Case Study Campaign Results …composition …effectiveness (awareness) …cost efficiency How Behavioral Targeting will evolve What is Behavioral Targeting Behaviors provide the clearest window into people’s desires and interests How does Behavioral Targeting work? What people say Registration Search What people do Website Categories and Pages Words How often they do it Frequency Recency How to Measure Behavioral