Kissmetrics had published an interesting article about Behavioral Advertising. It develops the possibilities to target your audience based on their previous behavior. It nicely shows that in the beginning, it is an analytical activity, since data you use are based on metrics, such as:
- The pages browsed on a website
- The time spent on the site
- The clicks made
- The recency of the visit
- The overall interaction with the site
It then gives an overview of various tools you may use your data and patterns you find.