Behavioural Targetting and Visitor Segmentation with BTBuckets1
Matt Hopkins posted in Visitor Segmentation, Web Analytics on November 15th, 2008
In October a new website was launched called BtBuckets, however it was only recently that the site was brought to my attention. BtBuckets offers a free service for you segement your website visitors based on their online actions and place them into buckets. You can set the buckets to only begin filling oncew the user has performed a set of actions a number of times or only once and they can stay in that bucket for as you as you want. Each visitor can be placed in as many buckets as you have predefined with an unlimited number of visitors per bucket.
Given its limitations, I still think BtBuckets could be extremely useful for small website owners, however it is in no way a replacement for services such as TouchClarity which has been aquired by Omniture.
So How can BtBuckets be Helpful Given it’s Limits?
The fun and very exciting part of BtBuckets for me is not so much the visitor segmentation which is available in most good web analytics packages but its the behavioural targetting feature. This is because it is a well known fact that lots of web analtyics installations get setup and left to collect loads of data and most often the data collected does not get used to make meaningful decisions or used to put changes into action. This is where behavioural targetting is an amazing and simple concept. All you have to do is define some rules to place your visitors into buckets based on where they came from and what pages they visit on your site, then you can define which website content each of those buckets can see on your website.
The second example is an informational site, lets say its a sporting news site with a number of sections for each type of sport, so a section for football, fishing, horse racing, tennis and golf. Let’s assume that the conversion point would be to either signup to the newsletter and/or click on an advert. With modern context based advertising such as Google Adsense we can sometimes leave the advertising targetting to the advert providers (but BtBuckets blog shows how you can mix BtBuckets with Google Ad Manager). However in the case of the newsletter signups, we could set a rule that if a user views more than 2 pages about golf within a 2 week period we can present them with an option to signup for a newsletter all about golf, otherwise they get the general newsletter feature shown. We could do that for each type of sport presented. Or maybe we could put the visitor into many buckets, one for each type of content they viewed then present them with a newsletter signup that highlighted the sections they had previously viewed. I.e.
Signup to our newsletter on fishing and golf to get the latest up to date news and information.
All in all, I think this is a great addition to any web analytics implementation where you are not at a stage to purchase advanced behavioural targetting software but would like many of the advantages for free. If you have integrated BtBuckets into your site yet and have some nice examples to share please comment below.