This document discusses using behavioral data from website visitation to target survey respondents more precisely. It describes how a survey panel can be segmented based on how frequently members visit over 150 categories of websites. Combining survey profile data with behavioral data allows for more targeted surveying of customers and prospects. Several case studies are presented that demonstrate how behavioral targeting was used to identify auto intenders, understand competitive shoppers, and gauge intent to purchase cruises. The key benefits are gaining deeper audience insights, informing marketing efforts, and validating audiences.

1. Melanie Courtright
SVP, Client Services, Americas
Elevate Your Research
with Behavioral Data

2. 2
Agenda
What is Behavioral
Targeting?
Where does
it apply?
Is it feasible?
How does
it compare?
How is
it different?
How does
it work?

3. 3
Behaviorally Targeted Surveys
Survey panelists based on website visitation
 Survey visitors of virtually any
website URL and 150+ categories
of websites
 Survey and segment panel members
based on visitation frequency
(i.e., heavy, medium and light)
 Survey customers and prospects
based on their cross-website
visitation
 Target customers and prospects
based on website visitation
 Combine survey-based profile data
with behavioral data to target
respondents with more precision

4. 4
What People Say
Profiling & Screening
4

5. 5
What People Do
Behavioral data
5

6. 6
Applications
Screening Criteria
Use site visitation data as an additional or
alternative screening tool to better identify
your audience
Site Visitation Understanding
Survey site visitors based on frequency
of site visitation
Competitive Intelligence
Survey visitors to your site vs. your
competitors’ sites
Intent to Purchase
Identify purchase intenders by
website visitation

7. 7
Behavior-based Targeting Categories
Over 150, including …
 Automotive
 Shopping
 Business & Finance
 Real Estate
 Education
 Movies
 Games
 Books
 Performing Arts
 Television
 Food & Beverage
 Lifestyle
 Gambling
 Government & Politics
 Health & Medical
 Fashion
 IT
 News
 Department Stores
 Sports

8. 8
Key Metrics:
How does it work?
The OnDimension panel is a subset of the Research Now panel whose
members have opted in to have their online behaviors tracked via a
desktop app downloaded to their PC.

9. 99
Case Study

10. 10
OBJECTIVE 1
The Research Challenge
2 main objectives:
Identify auto intenders at the early stage of the
decision making process
CASE
STUDY
OBJECTIVE 2
Understand the purchase process

11. 11
Audience Understanding
Online Behavior
PERIOD
Prior 30 days
SOLUTION
Meter technology & base profiling to
identify panelists who have visited a
set of automotive websites.
CASE
STUDY

12. 12
Auto Intenders
2,500 completes, split behavioral and screened, where screening demos were matched to natural
fallout of behavioral data (55% male, 15% under 35, 25% under $50K)
Purchased a Vehicle
Intend to Purchase Vehicle
Gather auto info online
Ford Considerers
Ford Buyers
Gather auto info online
Ford Considerers
17%
23%12%
86%
31%
14%
91%
30% 32%
92%
86%
27%
13%
CASE
STUDY
29%

13. 13
Audience Understanding
Offline behavior
SOLUTION
GPS mobile technology & base
profiling to identify panellists who
have visited dealerships.
PERIOD
Prior 30 days
CASE
STUDY

14. 14
Auto Intenders
Member Visits
64%
Intenders
71%
Online Searchers
CASE
STUDY

15. 15
What else?
 Other website visits
 Mobile apps
 Mobile site visitation
15

16. 16
More Case Studies

17. 17
Competitive Intelligence
CASE
STUDY
SOLUTION
Using the OnDimension panel, we
identified and surveyed members who
visited the client’s website and a
competitive set of websites based on
frequency.
LEARNINGS
The client obtained detailed findings on
attitudes about competing websites and
was able to gain insights to inform their
marketing efforts and messaging /
production selection.
PROBLEM
A major online retailer was looking to
understand competitive shoppers,
rejecters and switchers.

18. 18
Intent to Purchase
CASE
STUDY
SOLUTION
Using the OnDimension panel, we identified
members who had visited a cruise website in
the past 90 days. We then used survey
questions to validate those in-market and
gauge their motivations.
LEARNINGS
The client gained insights into key drivers
of the purchase process and why
customers were not considering certain
cruise lines.
PROBLEM
A major cruise line was looking to
survey people in the market for a cruise
to understand their decision criteria.

19. 1919

20. 20
What’s next?
 Single-Source Panel
− Highly profiled
− Online metered
− Mobile metered
− and more …
 Integrated Data
 Purchase Data

21. Questions?
Thank you!
Melanie Courtright
DigitalUS@researchnow.com