by Romany Reagan on 25th Oct 2013 in TRADERTALK

In this week's #TraderTalkTV, Stefan Vos, Director, Data & Analytics EU at ValueClick breaks down multivariate targeting, particularly around behavioural targeting. At the basic level, behavioural segments can be picked by hand for a campaign, the next step above that is to run the same campaign, but with a conversion rate tracked for each segment, however with this method behaviours will can be overlooked that the marketer hadn't foreseen. Many large performance advertisers online opt for indexing, which is taking people who convert (or other desirable behaviours) and indexing them against the average user online. However, with this model, individual users are overlooked in favour of segments of users. The step beyond this, and the one Stefan feels works the best, is multivariate targeting, which aggregates all their behaviours, plus their content context and personalised information (such as geo, browser, ect.) for a holistic view of who the particular user is, driving a higher probability of conversion.

TargetingTraderTalk TV