Steve Smith interviewed Christal Condon, the director of marketing at Internet-only etailer Home Décor Products Inc. concerning behavioral tracking and its effect upon results. The company mainly uses paid search to attract it customers, and a secondary source is comparison shopping sites.
As far as search results and their connection to behavioral tracking she said that she measures not only the purchases but click behaviors as well.
"So people that often search for a faucet also often click on these five search results. We know when we refine our search results next time that those five results were relevant but maybe the other ten weren't, so we keep optimizing our internal search strategies to give the most relevant results based on past searches and past buying decisions and buying behaviors."
In contrast to the last company we profiled "Car and Driver" Condon talks about external searches using keywords to find the company's 
site. She doesn't want the people looking to use the Web to do research; she's looking for people who are in the later part of the decision-making process.
The key is that they continually tweak the information gathered and look for patterns. Once those patterns are recognized they alter their keyword and ad buys. The secret is that they are trying to segment the market, not looking for a general audience.
This is a smart strategy. It's much better to launch these types of paid search campaigns than only trying to get eyeballs to the site. Since they're buying traffic, they want to get the very best and targeted traffic their money can buy. It's simply a matter of finding what keywords work the best through testing and measuring. It's a process that should never end.
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