User Profiling & Behavioral Targeting.

1. USER PROFILING & BEHAVIOURAL TAGRGETING
Connecting the dotsConnecting the dots

2. The Content Producers
Introduction
Farmers

3. Introduction
The Consumers
Consumers

4. Introduction
The Money Bags
Advertisers

5. The Circle

6. The Circle
Traditional

7. The Circle
Know The Users
Know their behaviors
Know their Tastes
Know their Habits
Know their Needs
Know as much as you can…

8. Know The Users
How?
Different People
Different Needs
Different Behaviors
Different Tastes
Different Habits

9. Know The Users
Identify Consumption Patterns & Behaviors

10. Know The Users
Track Interactions

11. Know The Users
Web Analytics
Cookies
facebook
google
Twitter
IP Address
Input Devices
Process The Information

12. Know The Users
» Analyzes User Behaviors
» Identifies Usage Patterns
» User Interests and Intentions
» User Preferences
» Interaction Frequency
» Real-time
» Build User Profiles & Personas
Build The Intelligence

13. Name, Age, Gender, Email, Phone, Address, Occupation,
Friends etc.
Owns, Likes, Interests, Favorites, Shares, Frequency
Lives, Works, Often Visits, Been to, Like to go, Might Go,
is Right Now, Spends Most Time.
WHO
WHAT
WHERE
Usually logs in, Going to Watch Movie (BMS), TV Show
Looking for…, Buy something specific, Watch, Listen etc.
WHEN
WHY
Would he react, like to use, is he connectedHOW
User Profiling
Know The Users
Extremely Valuable Insights

14. Rahul Chopra
31, Male, Mumbai
Rajeev.k@in.com
Phone: +91 95846 78445
Occupation: Exporter / Investor
Friends: 554 on facebook, 681 contacts Gmail & Yahoo.
Owns: Volkswagen Jetta, PS3, iPad, Blackberry Bold
Likes: House, Lounge Music, Beach Holidays etc….
Interests: Gadgets, Games, Driving, Fashion, Politics
Favorites:
Music: Lady Gaga, Adele, Katy Perry, Kelly Clarkson etc.
Bollywood: Arjun Rampal, Farhan Akhtar, Nargis Fakhri, Katrina Kaif
Hollywood: Brad Pitt, Jude Law, Drew Barrymore
Other Topics include: Politics, Food, Movies, TV Shows
Frequently Shares: Celeb Photos & Videos, Articles (Politics & Bollywood) etc.
Also Shares: Music Playlists, Albums, Places to shop, eat & hangout in Mumbai etc.
Rates & Reviews Movies, Eating Joints, Comments on political issues.
Follows Celebs & Politicians
Shops Fashion Accessories Online
WHO
WHAT
User Profile
Know The Users

15. WHERE
Usually logs in to moneycontrol at 9:45 everyday
Going to watch Pan Singh Tomaar with friends this weekend
Watches The Big Bang Theory & Dexter Every night
Always looking for… Movies released this week, Stocks to buy in Oil & Gas
sector, PS3 Games, iPad 7 Blackberry Apps (Productive & Recreational), Best
Deals on men’s apparels, Shoes etc.
Watches Hot Girls, Listen to house his playlists etc.
WHEN
WHY
Would he will react, like to consume, is he connectedHOW
User Profile
Know The Users
Lives here: 54/57, 2nd floor, Panhara Hills Apartments, Juhu, Mumbai
Works at: Owns Regent Exports Pvt. Ltd. Sahara Colony
Often Visits: Palladium, Sports Bar, Fun Cinemas, Mainland China
Been to: Mainland China
Likes to go: Chinese joints, Sports Bars in Mumbai & Delhi
Might Go: for a movie this weekend,
Right Now: in Italy, Hotel Hyatt
Spends Most Time: Working, Surfing & Hanging out with friends
Surfs: Gadget Reviews on tech2, Movie Reviews on in.com, Restaurant
reviews on burrp, reads political issues on firstpost & ibnlive etc, owns a
portfolio worth xyz on moneycontrol.

16. The Inner Circle

17. Rich Insights = Rich Experience = Rich Farmer!
Users get more relevant Content & Ads
Advertisers reach
the right customers
Publishers earn more by
showing relevant ads.
Rich Farmer

18. And why now?
Why it Matters?Why it Matters?

19. If behavioral targeting isn't already part of your target market's Web/Mobile
experience, then you're behind your competitors.
Represents the future in Digital Advertising
Better Conversions & Revenue
Better Engagement
Tool for Gamification
Retention
Audience Growth
Brand Consumer Relationship
Why it Matters?

20. IP (Internet Protocol) address:
Identifies a computer and its geographic location when connected to the Internet.
Cookies:
Collects user preferences, saves contents of users’ searches, where and when a
user clicks on a site.
Contextual targeting:
In contrast to behavioral targeting, which serves ads relevant to users’ interests
and actions, contextual targeting serves ads relevant to the content on a Web
page.
Pixel Activation etc.
Techniques
Techniques

21. THANK YOU!
Special Thanks to Hatim Kantawalla
MIS + Reports + Ad Serving Filter + CMS Filter
Consumer Intelligence
HTML 5
The Dashboard

22. Special Thanks To Hatim kantawalla
Thank you!Thank you!