The presentation from a talk I gave on the behavioural targeting possiblities on mobile and PC during IGB España in Barcelona on 12th October 2012. http://www.crazy4media.com

2. Corporate information
The Crazy4Media Group is made up of various companies
specialised in different areas of the interactive marketing
sector. Each company runs complementary functions and
knowledge, thereby allowing us to offer innovative,
ambitious, and above all effective global interactive
marketing campaigns.
Currently we are a team of 50+ staff, with invoicing of over
20M€ in 2011.
Our client portfolio includes companies such as:
• Vodafone
• Yahoo!
• LAN Airlines
• Sevilla FC

3. An introduction to behavioural marketing
on PCs and mobile devices
What is behavioural marketing?
Behavioural marketing activities are the marketing actions carried out in
targeting users based on their previous activity whilst surfing online (i.e. based
on their online behaviours).
Two types: Advertising & on-site
The importance of behavioural marketing
Every day there are more users surfing online more often, decreasing the
effectiveness of user differentiation and optimisation techniques based on such
things as frequency caps and marketing channels, and making it ever more it
very important to target campaigns only to those users most likely to convert.
• Minimisation of promotional costs and the maximisation of results
• Reinforcement of the conversion intentions of possible new customers
• CRM and reactivation possibilities for existing customers

4. An introduction to behavioural marketing
on PCs and mobile devices
User navigation data is The data is stored and
collected selected for a campaign
Users not within the selected
BBDD are “rejected”
Users within the selected
Results are analysed across
BBDD are shown the ad
the different channels used

5. An introduction to behavioural marketing
on PCs
Where do we collect the data for the behavioural marketing campaigns?
1) Search engine marketing campaigns and natural search visits
2) From the type and themes of pages previously visited by the user.
3) Banners which the user has previously interacted with
4) Previous visits to the advertisers home or landing pages
5) Registered user data
6) Social network data mining

6. An introduction to behavioural marketing
on PCs
Common variables used in behavioural marketing campaigns
• Geographic localisation (where does the user live/tend to connect from).
• Referer URLs that a user has come from before hitting our site.
• Historic campaigns that a user has interacted with.
• Frequency of use by a customer (are they new/current/old, when did they
last visit?)
• Keywords used to reach our site
• Others: Age, sex…

7. An introduction to behavioural marketing
on mobile devices
Most common technologies used:
1-. Fingerprinting
Fingerprinting takes several factors such as IP, device make/model, time
of day patterns, etc. to form an assumed profile of a unique
user. Unfortunately, there are many scenarios in which that method is
flawed. E.g. if three people use the same bar at the same time and while
they’re there they all use the free WIFI to access the mobile web, all
three using an iPhone 4GS. Using Fingerprinting, all three users would
look the same.
Main Issue: Too Subjective

8. An introduction to behavioural marketing
on mobile devices
Most common technologies used:
2-. Web Based Cookies
There is a common misconception that third party cookies do not work in
mobile. The only real issue with cookies are with device settings
(primarily iOS) and not the functionality.
While cookies are a viable solution, it is important to note that setting-
compatible devices represent only a proportion of devices in the market
today.
Main Issue: Limited Scale

9. An introduction to behavioural marketing
on mobile devices
Most common technologies used:
3-. Logins from multiple devices
Some sites have users that are logged in while browsing. If a user logs in
from multiple devices, then is can allow for retargeting across multiple
devices.
Main Issue: Limited Scale
4-. Device IDs
All mobile devices have unique identifiers (UDID for iOS, IMEI/AndroidID
for Android, etc.), although as these IDs are attached to personally
identifiable information (PII) this can present privacy concerns.
Main Issue: Privacy Concerns

10. An introduction to behavioural marketing
on mobile devices
Current problems
1) The default rejection of cookies in many devices (iOS)
2) The split between native apps on the one hand, and mobile web on the
other.
3) The lack of a critical mass of behaviourally targeted users within advertising
networks and providers.
4) The enormously wide range of devices, operating systems, and even types
of internet connection (operator gateways, internet gateways).
5) Rejection by users to being targeted via their mobile devices.
6) Legal and regulatory issues.

11. An introduction to behavioural marketing
on PCs and mobile devices
Use it, it works!
2.00%
1.80%
1.60%
1.40%
1.20%
3096593 Run of network.
1.00% Retargeting
4276407 Run of channel
0.80%
0.60%
0.40%
0.20%
0.00%
Click rate (%) Conversion Rate (%)
Source: Bingo client running on Creafi Online Media, 2012

12. Thank you for your attention!
Tom Horsey
Senior Partner, The Crazy4Media Group
Spain, UK, Malta, Slovakia, Brasil, Argentina, South Africa
Email: tomhorsey@crazy4media.com
http://www.linkedin.com/in/tomhorsey
@tomhorsey