Predicting Consumer Behavior Gets Easier

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By: Dwayne W. Waite Jr.

These days, it is not only the consumer that has to cut through the online clutter; researchers and advertisers have to do the same. But now, at least for advertisers, it may be getting easier. Laurie Sullivan, the editor for MediaPost, wrote a wonderful piece about how far the efforts of collecting consumer data have progressed. There is a new age of online targeting for advertisers on the way.

Through carefully sorted and sifted information, brands will be able to target consumers based purely on their online behavior. Also, this new "diverse data analysis" method will be able to predict behavior as well. This revelation could be good for both parties; the consumer receives information based on their online trail, and brands get to spend money and creative on people who reflect the buying behavior of their target market.

What could go wrong?

The social web continues to shrink. As the Internet continues to compartmentalize, finding your target market is becoming more important than ever before. It is really exciting, because with groups and communities being defined, more creativemore focused ads (in this blogger's opinion) will rise. Through this progress, my friends and foes, we will begin the next creative renaissance in advertising.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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