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Guest Column:
On target
Effective online advertising centers on insights about consumer behavior.
by Tim Bridges
With the Internet becoming a preferred channel to target consumers, advertisers are looking to analytics to sift through copious amounts of data for insights into individuals’ wants and needs. What’s required is an integrated approach that not only collects data about individuals’ preferences, behaviors and demographics, but also can leverage it to develop the right offer for the right person at the right time.
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