Leveraging Behavioral Targeting for Your Email Marketing

Jeff Daniels, JupiterResearch, released a new report called, "The Connected Click-Through". The report looked at how email marketers are using their web analytics program to imporve their behavioral targeting. The report found:

• 15% actively use Web sile click stream behavior as an audience segmentation attribute
• 21% of marketers are planning to implement this kind of behavioral targeting in the next 12 months

The report also notes that there are some obstacles in implementing behavioral study into email marketing.

• Lack of staff expertise
• Lack of resources
• Web analytics vendors do not provide integration for easy use and movement of data between applications