This second post does a good job giving an example of how changes in numbers can make big changes in return, and why selecting the right vendor is so crucial. It is also an excellent description of how behavioral networks and therefore behavioral targeting works. What I'm looking for at this point is something which connects behavioral networks, behavioral targeting and behavioral analytics to personae.
Personae are, to me, one way to get into that "manner" thing I wrote about previously, and yes, I have a vested interest. I wrote about Mapping Personae to Outcomes in today's IMediaConnection column.
Some simple mathematics -- basically extensions of what Anil Batra shows in his post -- can determine if the vendor you're going with has the correct personae for your offering. More to the point, a method such as that demonstrated in the above referenced column can give you a real boost in determining what you need to change in order to maximize conversions (I know, a nasty and often misunderstood word) once the right personae are getting to your site.
More to follow, I'm sure.
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