Basic Behavioral Targeting (and Segmentation) - BTBuckets

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Behavioral segmentation usually catches the attention of privacy advocates but in the end, consumers spend and interact more when that functionality is present. As such, some level of behavioral segmentation is almost required these days if you hope not to fall too far behind.

Fortunately, there are some relatively easy ways to get started without breaking the bank - BTBuckets is one. The free web-segmentation tool allows sites to create user "clusters" based on user behavior. These clusters can then be integrated with your advertising server, content management system, web analytics (a tutorial for integrating BTbuckets into Google Analytics here) or any other site tool to ultimately create a richer user experience.

BTBuckets has essentially created an open configuration interface to allow for segment creation based on a combination of any interactions on your site. The service enables marketers to determine how much time users' must have spent before being added to a cluster, define how many times a view must visit content before being added to a bucket, and determine how long users will be kept in each cluster.

Overall, a very powerful service and one to consider. BTBuckets is free (it's in beta) but there is a five million monthly cap for each site. You should be aware that BTBuckets uses first-party cookies to control behavioral segments, but they have created an opt-out program for end users.

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1 comment

DavidH 05-15-2009 8:08 AM

So true. I used behavioral profiling for 20+ years while catching some of the world's worst bad guys as a retired federal agent. I know apply the same concepts to the Online community, my clients customers, and my own.

This is good stuff (info) you are sharing. If online marketers at every level grasped this concept, they would at least double their profits if not triple or quadruple.

Knowing what your customers are buying, then viewing next and/or purchasing allows the marketer to know how a customer moves about and what their likes/dislikes are.

I have a friend who does all of the online behavioral forecasting for some of the largest companies in the US. She uses these same concepts. if the big boys are using it, why not the small guy?

Dr. Dave Hale

The Internet marketing Professor

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