Repetitive behavior:This the same type of behavior from potential customers over and
over again. This could include everything from users accessing your pages in a certain
order, to users repeatedly jumping to your site on a specific page or at a specific time. This
repetitive behavior makes it much more possible for you to define patterns of behavior that
lead to purchasing decisions or to other decisions that lead to the targeted goal conversion.
Sequential behavior:This occurs when users sign on to your site and then visit pages or
perform actions in a sequential manner. Monitoring sequential behavior helps you to dis-
cover established routines that lead to goal conversions. When you know what users are
likely to do, because their habits are always the same, you’re more likely to stay one step
ahead of your competition.In addition to these broad categories of behavior evaluation, there are many categories of behavior
that are much more specific. Here’s a short list of some of the categories that can be monitored using
behavioral targeting: Mobile users
Internet power users (those who are always on it)
Gamers
Auto buyers
Home buyers
Personal investors
Credit card shoppers
New/expecting moms
Hotel seekers
Vacationers
Luxury car researchers
Sports car researchers
SUV researchers
Pick-up truck researchers
Passenger car researchers
Movie watchersUsing these methods of behavior monitoring, it’s much easier to target your ads to just the right
people at the right time. If you’ve discovered that many people buy from your site, but they first
click through some of the articles on your site and you see this in the sequential behavior of sev-
eral users, you can begin to infer that if you place additional relevant content (that’s not too sales-y)
on your site, then at a certain point in the process users will be more likely to click through your
advertisements.128
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