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guji528:
很好,清晰明了!
(8)python教程:几行代码搞定python 设计模式 -
poson:
为什么踩啊?
三言两语谈团队合作 -
andyhelberg:
你好,想请教一下关于应用敏捷开发在软件维护过程的经验。欢迎与我 ...
对scrum开发的感受 -
poson:
chenwq 写道可以提供behavior targeting ...
最近公司培训的算法 -
chenwq:
可以提供behavior targeting 相关材料不?先谢 ...
最近公司培训的算法
Even in an environment where online ad targeting becomes more effective every day, retargeting is something special.
It's a fact: retargeting, the hidden gem of behavioral targeting, has generated vastly better results lately for our advertisers than any other single method of targeting. The retargeting portion of a recent campaign generated a conversion rate 270 percent higher than the average for the campaign's remaining advertising, and its cost per acquisition was 50 percent lower; in another campaign, although it represented only seven percent of ads served, retargeting was responsible for 25 percent of the sales and 50 percent of the revenue generated by the campaign as a whole. This kind of performance naturally sends shivers of excitement down the spines of direct marketers, but it should seem wonderful and fascinating even to unbiased observers. Chances are high that if you operate somewhere in internet advertising, retargeting will feature in your future. It does its job ruthlessly well, and any advertiser who is in a position to take advantage of it -- or publisher to offer it -- should take a long hard look.
Don't bin your remaining ad spend on the strength of it, though, because retargeting is a highly specialized tool-- certainly not a replacement for anything you already have. Like a soccer team's striker, it needs other, less glamorous players to deliver the ball with which it scores. Retargeting brilliantly converts prospects into buyers, but advertisers will still need to identify and reach those prospects in other ways.
How does it work? The basic principles are plain enough. First, prospects are driven to an advertiser's site through normal advertising channels. Next, key interactions -- such as product purchases or transaction values -- between the consumer and the site are flagged, and the consumer is identified as either a prospect or a customer. Finally, those prospects and customers are retargeted with messages specific to them when they visit other areas of the advertiser's site or any other site on an advertising network. (A publisher network is a key element in retargeting: it can provide initial traffic to the advertiser site as well as, for most campaigns, be the indispensable supplier of the actual retargeting opportunities themselves.)
What can it do? The possibilities of retargeting, if not endless, are enormous. People who have window shopped can be re-pitched with the product they almost bought, while purchasers can be retargeted with ads for supplementary or complementary purchases, more of the same, service contracts, promotions or special offers.
It's a straightforward concept, and has always looked plausible on paper. But while lots of ideas in this space have looked good on paper, only to fizzle dismally in practice, retargeting results have been consistently stunning. It's the rare instance in advertising where praxis fully bears out the promise of the theory.
Who is it for? Retargeting is, as I've said, a specialized tool. It works best for advertisers who are selling things or who want to extract a commitment of some kind from the user; ecommerce sites in general are ideal candidates for it. A consumer electronics site, for example, can segment prospects and customers in virtually limitless ways-- according to purchase and browse history, perhaps, with ads for the latest gaming platform, with games specific to their platform or with special promotions in the run up to a holiday. PSP owners could be delivered ads for memory sticks, games or movies specific to their platform. Shoppers who have abandoned shopping carts filled with CDs or Xboxes could be delivered 15-percent off CD coupons. The result in every case: fewer wasted impressions from mismatched products and consumers and increased conversion rates.
What does it need to succeed? In our experience, the essential factors for retargeting success are:
- a sound source of prospects
- well defined segments with compelling offers for those segments
- a clear call in the retargeted ad to a definable action (probably the purchase of a good or service)
- a robust ad serving platform
- a carefully customized setup to ensure that the whole thing delivers the best possible results for each advertiser
- and a large, sophisticated network to deliver the reach needed to find and retarget the previously identified prospects and customers in large numbers.
All the other things that make a campaign successful -- a valuable offer, decent creative, et cetera -- are naturally requirements too, but the last two of these factors -- customization and reach -- are absolutely vital.
It's real. New things come along all the time, of course; good or bad, there's always someone ready to sing their praises. Retargeting, though, is real: it doesn't depend on a temporary edge that will be blunted once it becomes popular or on technology that, once matched by others, will no longer be effective. It's a solid, rational, workable approach that extracts maximum value from a specific situation and builds upon proven direct marketing principles that have been used for years in areas like circulation marketing and direct mail. Nothing online comes close to doing what retargeting does, and it will quickly become one of the top tools for any advertiser who can use it effectively.
Jack Smithis vice president of product strategy at 24/7 Real Media.
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论文阅读总结
2012-02-14 17:29 972以前阅读论文的套路:搜索、下载、阅读,如果好就打印出来, ... -
程序路径以及配置文件的习惯问题
2012-02-03 11:20 898每次用别人代码的时候,都希望从svn中check out出来就 ... -
常用书籍
2012-01-11 15:27 862Hadoop权威指南(第2版) [平装] http://ww ... -
批评很简单,解决问题很复杂
2011-09-13 10:22 1037在工作中发现问题很简单,你只要仔细看,你就可以发现大量的问题。 ... -
一个团队最首要的是士气
2011-07-06 09:15 729士气遭到打击,短期内很难恢复! 如果几个人士气低迷,很容易影响 ... -
身为程序员犯过的错误
2011-04-11 13:22 796以前犯过的错误时,从来不和主管沟通。 对项目的看法、思考,只 ... -
采取行动,解决问题
2010-08-01 14:42 885陶行知很久以前就说过”知易行难“,就是说我们很容易获取 ... -
数据推送总结
2010-07-25 09:50 1088当我们有一个应用,部署在多个服务器上。这些服务器每天都要更新数 ... -
提高工作效率的15个小技巧
2010-07-24 16:49 10301、多用电话沟通。用邮件可以讨论结果,用聊天工具很多时候只 ... -
如何提高执行力
2010-07-24 12:36 0当接受一个任务的时候,就需要千方百计的想办法完成任务。 -
将公共代码和业务平台分开
2010-07-20 12:36 920《走出软件作坊》一书的作者阿朱说,要把公共代码和业务平台 ... -
实在是太方便了----建议使用Chrome的AutoPager 插件
2010-07-18 23:42 1676AutoPager 插件可以对javaeye论坛帖子自动翻页, ... -
如何改进算法以及上线策略
2010-07-18 22:39 962在互联网行业,如果你有很多用户,当你稍微修改一下算法, ... -
实习生待遇怎么才合适
2010-07-18 19:27 1442很多人都说实习生的待遇如何如何的低,觉得实习生吃了很大 ... -
SCRUM Master如何处理插入需求
2010-07-15 20:55 889我们处在一个高速发展的时代。在中国做什么都要快,快才能 ... -
工作中无小事
2010-06-20 18:00 860工作中无小事。很多时候,在工作中无意间做错事情就会砸了自 ... -
用积极的状态工作
2010-04-17 12:43 830很多时候我觉得工作很累,觉得付出少于回报,觉得公司这样那 ... -
我们需要什么样的实习生?---面试感想
2010-04-13 08:45 2425以下针对数据挖掘的实习生,最近对两三个实习生面试之后的感想: ... -
为什么我不会写作文?
2010-01-12 22:14 2229小学的时候,写作 ... -
快乐工作
2010-01-03 17:34 820...
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