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Behavioral Targeting

Definition

Behavioral targeting is a marketing technique that uses existing customer data to optimize the effectiveness of marketing campaigns (especially email campaigns). Existing customer data includes information from past email campaigns, including open rates, click through rates, and engagement.

Behavioral data also includes website and event tracking information on interests and page views – as well as customer information like current customer status and lifetime value. Customer information is used to send content that is specific and relevant to each contact.

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