Behavioral+Marketing

=Behavioral marketing=

Behavioral marketing targets consumers based on their behavior on Web sites, rather than purely by the content of pages they visit. Behavioral marketers target consumers by serving ads to predefined segments or categories. These are built with data compiled from clickstream data and IP information.

=How is that linked to Red Dragon Taxi?=


 * Offer specific deals based on a user's known habits. E.g. Users that frequently search for flights and hotels may be offered a discount to use Red Dragon taxis to go to the airport.
 * Promote features based on a user's habits. E.g. Recommend a user to save a journey if they frequently book it but do not currently use the 'save journeys' feature.
 * Monetise from consumer behaviour by embedding targeted ads. E.g. Users who regularly book taxis to the airport can be served targeted ads by various airlines, or by duty free stores with promotions. Red Dragon could earn revenue on click-through rates

=What are the social and ethical issues?=


 * **Privacy & anonymity:** consumers should be concerned that companies are gathering such specific data about their web browsing and other service usage habits. This information can be used to build very specific, and often accurate, profiles of users without ever explicitly asking for such details from the user. Some consumers may not want companies to know some or all of the information about them. In the case of Red Dragon Taxi Company, behavioural tracking may be used to deduce where a user lives and works, when he/she enters and leaves these locations, and how many people are in his/her family. This could be prime information for a burglar.
 * **Security:** with such specific and sometimes private/personal information stored (as outlined above), and the potential for this data to be easily linked with individuals, the security of data collected is very important. If the data is lost or stolen, there is potential for damage to be done if any data can be linked to an individual person. This includes identity theft, blackmail if incriminating or embarrassing information can be gleaned from behavioural data, and an otherwise general breach of privacy of individuals.
 * **Reliability & integrity:** advertisers may be concerned about how accurate the deduced profiles of users may be. If it is wrong and specific information is pushed to unintended users, companies risk wasting resources, or worse yet, unintentionally offending users or otherwise driving them away because of specific content in a targeted message.

(INFORMATION FROM ITGSOPEDIA)
=Relevant examples (Videos and Articles):=