Data matters, a lot
As Graham says, "It all starts with data." Publishers can collect two kinds of data to learn more about their customers. Declared data represents information consumers willingly disclose about themselves, while observed data is information compiled and collected based on how consumers use websites. Once the data is gathered, the challenge, according to Graham, is to make sense of it.
For Graham, the twin-tools of cookies and analytics solutions capable of observing time spent online, and repeat visits and which pages generate the most traffic, are more than just ways to track consumers. As Graham sees it, the online ad experience is a dialogue between consumer and publisher, wherein the publisher (if he is listening) can adjust his business on the fly to meet the needs of a savvy user.
Though Graham points out the use of several BT models, the basic process is quite simple. Publishers create page tags for targeted webpages that are triggered upon a visitor's arrival. The data is then collected and analyzed. Visitors are next grouped according to similar patterns observed while on the site or within the ad network. The groups are then refined into groups of clearly defined audiences. Publishers can then sell advertisers access to highly-targeted audience groups.
While the process may sound basic, for Graham it is revolutionary.
"For the first time in the history of marketing, the ability to reach individuals based on their needs, interests, desires and sudden urges is within reach of advertisers," he writes.
Next: Five ways to use BT
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