Biofeedback Marketing Targeting

The deployment of sophisticated behavioral analytic systems however requires enterprises and marketer to notify consumers about the processes being used to personalize the content they receive via behaviorally targeted ads whether on the Web or mobile devices. Total transparency is the best privacy policy for ensuring the success of behavioral analytics.

It is important to be frank with consumers and to provide them the option to opt-out of behavioral analytical systems – it is a trade-off between perceived privacy and intrusion vs. relevance and efficiency. Behavioral analytics is about the anonymous analysis of the behaviors of groups of consumers – it is about the calibration of precise customer service.

As far as strategies for digital marketers it is first desirable to have structured approach to a behavioral analytical engagement and to have a meaningful framework when working with clients, the following are some sequential questions to consider and ask from the client:

· Observe: How are consumer data streams collected and analyzed? If they are not being collected, why not, and who is responsible for doing this in an enterprise?

· Orient: How are consumer data streams being converted into business intelligence? Are these systems static, such as dashboards or portals, or are they dynamic real time analytical system?

· Decide: Consider the options and alternatives for improving or introducing new behavioral analytics services or software to improve business performances and revenues. This process involves the testing of different approaches in order to measure overall performance.

· Deploy: Once optimum performance has been accomplish institutionalize the behavioral analytical processes as part of doing business, keep testing and measuring. Quickly build behavioral analytics systems that are good, if not perfect and continuously adjust to optimize their performances.

It is recommended that some metrics framework be established regarding behavioral analytics deliverables:

§ A clear statement of the business goal to be accomplished should be stated and agreed upon by the client and marketer.

§ State the performance criteria from the behavioral analytics system or service with respect to financial results, customer expectations, critical business operations and continuous business improvements.

§ Define the strategy and conceptual design for a behavioral analytics system designed to accomplish the business goals and meet performance criteria.

§ List the project objectives that are needed to build and maintain the behavioral analytics system, and the framework to continuously improve its performance.

§ Finally, a cost-benefit analysis needs to be made that verifies that the behavioral analytics project is worth executing.

These checklist and tasks should ensure a successful engagement by behavioral analytics marketers and enterprises. Finally, consider creating a detailed process map of the new behavioral analytics system, define the logical data model and build and test a prototype before full implementation.

The convergence of all forms of media provides an opportunity to reach consumers at multiple places, in different ways and on several platforms. It also presents challenges and an opportunity for behavioral analytics via different types and models. Today, the models and the data they are constructed from go beyond the typical demographics and contextual information, such as gender and age. Today, the consumers themselves determine their own segmentation cluster based on real time behaviors. Behavioral analytics enables consumer's behaviors to drive which products and services they see. Marketers and enterprises need to consider the platform they will use for delivering their ads and offers – perhaps based on the consumers’ own media preferences.

Whether it is text-only, an interactive survey or streaming video clip, the consumers will drive the channel which can be uncovered through behavioral analytics and incorporated in their overall strategies. The channel itself becomes a new segmentation value in today marketplace. This fact requires marketers and enterprises to carefully consider how consumers cluster their responses across different media – who response to what, where and when – and how.