Tag Archives: Behavioral targeting

Speakers of TMRE 2009: Tony Cardinale, NBC Universal

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Tony Cardinale, Bravo, Oxygen, & Women at NBCU, NBC Universal, who will be presenting “Segmentation reveals new ways to Connect Optimally with Consumers in an Economic Downturn,” in the Segmentation Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Cardinale: Very proud of the New Economics Planning Tool that we created in partnership with Simmons. The tool is a customized version of the syndicated Simmons National Consumer Study which is used at many media companies and media agencies. It allows a user to create segments of consumers based on their reaction to the economic downturn of the past year-plus. Some consumers are more resilient brand spenders and big-ticket spenders, either because their personal financial outlook remains positive or because they just highly value brands, or prioritize their plans to buy a home or take a vacation. Other consumers are looking to spend less overall, or spend less in specific categories. The tool is designed to isolate the consumers who are in each of these groups, category by category, allowing a marketer to add that layer of intel to their targeting process. It’s the only tool of its kind that we know of.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Cardinale: I’d love to see traditional age/sex targeting replaced or augmented by a real marketing industry focus on behavioral and/or attitudinal targets.

3. What inspired you to get in the field? What keeps you motivated?
Cardinale: I love tooling around with numbers to see what stories pop out of them. It’s my hobby. Knowing that there’s always something new and innovative to try just around the corner keeps me motivated.

Privacy Still Remains an Issue in Online Ad Targeting

Businesses are continuously facing the problem that comes along with online ad targeting and privacy. This article on eMarketer discusses how a recent Harris Poll indicates that 55% of 2,513 respondents are comfortable with websites that have privacy policies which allows targeted advertising content. Respondents aged 18-31 were more comfortable than others, 62% approved of such privacy policies.

Marketers still can not ignore the fact that more than 45% of respondents are not comfortable with policies that allow ad targeting. In the future, marketers looking to advertise in communities and networks will have to address privacy concerns, as it will not be going away anytime soon.