Let Behavioral Data Drive Programmatic Ad Campaigns
Big data presents big problems for everyone working in digital, but none more so than advertisers. The question most often have is how they can actually use its power effectively.
Perhaps a digital diagram of sorts would help clarify. Analytics systems are used to track users' digital behavior. Users can then be segmented into various personas (using an almost unlimited number of variables), which can then be used to target campaigns to a subset of users.
Perhaps your e-commerce store sells $100 flip flops. Should a user visit your site, browse and discover the flip flops, but ultimately not purchase them, the behavioral data can be used to target those in the specific users segment (or avoid them altogether).
You might find for example that users with a similar demographic profile look at the $100 flip flops but never purchase - so why show them an ad featuring those products? You could however feature products that similar users did purchase or the products they were shown before making their ultimate purchase.
It's also reasonable to take this down to the channel level, understanding the source of traffic they were on when they viewed an ad that prompted a conversion.
It's well documented that using digital behavior to improve programmatic advertising (or any advertising for that matter) does or can provide lift. Behavioral data makes it possible to use data to show more relevant ads and display those ads at the right time to the right audiences.