Web Analytics Meets Behavioral Targeting
Sep 19th, 2007 by Jennifer LeClaire
There’s been a lot of talk in the news lately about behavioral targeting, especially since Yahoo acquired BlueLithium for $300 million earlier this month. (Click here to check out my story on the deal.)
But how does behavioral targeting and web analytics fit together? Anil Batra gives it a good explanation in his blog. He writes, “Web Analytics provides insight into visitors’ behavior. But insights are only as good as the actions that come out of them. Behavioral Targeting is one of the (better) ways to make those insights actionable.”
I agree wholeheartedly, Anil. You predicted it and you nailed it on the head. Of course, the key now is overcoming the clamor of privacy advocates who don’t like the concept. I spoke with the Electronic Privacy Center’s chief and he was dead set against it. (Click here to read that story.)
Of course, this isn’t the first privacy battle and it won’t be the last. And that’s not even the point. The point is, as Anil succinctly put it, that insights are only as good as the actions that come out of them. Web analytics meeting behavioral targeting is a profitable meeting.
