Need to Know: Drake Morton
Behavioral Targeting and Competitive Intelligence
by Phil Leggiere , Wednesday, June 18, 2008
THE CORE MISSION OF behavioral marketing is to deepen marketers’ knowledge of who consumers are and what they want. In practice, however, most marketers so far have used behavioral platforms primarily for placing their own brand and product promotions. In so doing, Hal Wurster, managing director, Automotive, at Compete, explains below, they are closing themselves off from critical behavioral intelligence about how consumers see their brand and product in comparison to rivals.
BI: Compete doesn’t describe itself strictly in terms of being behavioral targeting, but rather an analytics firm devoted to competitive intelligence. What role does behavioral data play in that?
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