Beyond Behavioral

Marketing solutions firm Kefta said it plans to begin offering a dynamic targeting solution for marketers that combines Web site optimization elements with behavioral targeting. Kefta Dynamic Targeting collects information about Web users and uses the data to target across several touchpoints.

The new product helps marketers better craft the customer experience through all stages of the buy cycle, combining approaches used by ad networks, landing page optimization firms, Web analytics firms and email marketing players. It enables the site to adapt landing pages for first-time and repeat visitors, according to Kefta CEO Philippe Suchet. It also determines timing and targeting of email messages, banner ads and other touchpoints based on gathered data and previous behavior.

Kefta’s service pulls information about a site visitor through various means to build a profile. Initially it gathers information by doing a “whois” lookup to get the IP address of a site visitor. That tells the technology a user’s geographic location. The system can also determine the visitor’s connection speed. In addition, the Kefta Dynamic Targeting product examines the search term that delivered first-time visitors to a site, so the site can dynamically serve a page that addresses the original search intent.

After the visitor is on the site, the profile continues to build with a combination of behavioral and reported actions. The system can then use that profile on-the-fly to apply messaging to the consumer across all online channels.

For example, a first-time broadband-enabled visitor to an Internet service provider’s (ISP) site wouldn’t see a page touting the advantage of broadband over dial-up, but would instead receive information specifically on cable or DSL services. The same visitor might then see targeted ads for broadband access across ad networks on publisher sites. Kefta’s product also enables specified email targeting to follow-up on site visits through a buying cycle. It can also be used for upselling after a purchase is completed.

Instead of serving as an ad network, Kefta is able to position itself between the publisher and ad network. “A publisher still does the job of a publisher, and an ad network does the job of an ad network. We position ourselves in the middle,” said Suchet.

The dynamic targeting solution offers features similar to what is available from other vendors, like Web site optimization provided by Offermatica, and behavioral targeting from ad networks like Revenue Science and Tacoda. The six-year old firm will work with ad networks to place media buys and apply targeted ads through the use of cookies.

Kefta’s service uses first or third-party cookies, depending on a client’s specifications. Cookies can be persistent or time limited, depending on the needs for any particular campaign.

“[The product] allows marketers to target and serve [customers] in a relevant, targeted fashion,” said Suchet.

Charter clients include Roxio, MetLife Bank, Palm, Verizon and GM. For each of its clients, Kefta conducts control tests for immediate reporting of the success of the overall program or an individual campaign.

Marketers enlisting Kefta for its services can buy into the program on an a la carte basis. Suchet said marketers can select a few services initially to “go for the low-hanging fruit.”

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