Revenue Science's VP of marketing provides an insightful look at some of the BT concepts sure to fall in your favor for the upcoming year.

As we enter a new year, it only seems fair to help you find your way across the behavioral targeting landscape. Check out what the fates may have in store for you, and how to strategically benefit.

Capricorn, December 22 - January 19
Because you have your finger on the pulse of your audience, you already understand that video has become the content powerhouse of future sites. Take advantage of this revolution by figuring out how to best provide your target consumers with video content that engages and also allows you to accurately measure interest and intent.

Aquarius, January 20 - February 18
As a person of vision, you already have your eye on the future of online advertising -- dynamically customized ads. That's right! Each visitor to your site gets an ad all their own addressing his/her specific needs and interests. Start exploring how to make this happen because it really will be "the greatest thing since sliced bread."

Pisces, February 19 - March 20
Good fortune favors you. Creating audience segments is a snap with today's behavioral targeting tools, but figuring out how to monetize those segments can be a challenge. Do your due diligence and talk with your advertisers to better understand their needs. Also, create some new specialized segments to test the more granular waters -- not everybody who visits your site is in the market for a new car, vacation package or pharmaceutical breakthrough.

Aries, March 21 - April 19
2008 is a good year to become a seeker of knowledge. While driving traffic to your site is a good thing, not knowing why people stopped by isn't. Take advantage of today's powerful targeting tools to help you understand who is visiting your site, why they're coming and what they do once they arrive. If you don't measure it then it really doesn't count!

Taurus, April 20 - May 20
Respect for others will lead to success. Privacy is important to your site visitors, but make sure that they understand that any behavioral data you're collecting is non-identifiable. The goal is not to be invasive but to provide site visitors with a more fulfilling online experience. Earn their trust by keeping all data collection transparent.

Gemini, May 21 - June 21
Patience may not pay off this year. You know that good things come to those who wait, but don't wait too long! Re-targeting visitors who have already visited your site offers a rich selection of consumers who already have an interest in the types of products and services you offer.

Cancer, June 22 - July 22
Your targeting genius has already become the stuff of legend, but this isn't the time to rest on your laurels. Push your personal envelope of understanding and learn how to take advantage of variations in psychographic targeting, technographic targeting and centrographic targeting. Not familiar with the distinctions? Ah well, learning them is your first step.

Leo, July 23 - August 22
While you never set out to be a rainmaker, if you don't shake things up a little then who will? It's up to you to start breaking down the silos within your organization. The development team needs to know what the marketing team is thinking and doing; the analytics team needs to share its thoughts with the creative team. If your teams don't know what the big picture is, then your site visitors probably won't either.

Virgo, August 23 - September 22
Recognize your weaknesses. Few will argue with you that contextual targeting is a winner, but you also have to admit that inventory limitations don't offer a very scalable marketing solution. Don't only focus on getting visitors to the right pages. Instead, use behavioral targeting to get the right ads to the right visitors regardless of the pages they visit while surfing the web.

Libra, September 23 - October 22
Become the center of attention. While branding has been a marketing focus for your advertisers for years, accurately measuring the impact of branding has never been easy -- until now. Give your site visitors engaging interactive tools and games to play with and measure how they interact. If you can measure that the brand was not only seen but interacted with, your mission gets a lot easier after that.
 
Scorpio, October 23 - November 21
A great year for travel because now you can take it with you! Mobile marketing is still learning to crawl, but before long it will be running around the house and bumping its head on the coffee table. Don't get left behind! Learn how advertisers can best reach this on-the-go audience and figure out how you're going to provide content to bring both sides together.

Sagittarius, November 22 - December 21
Because you're a savvy marketer, you're already taking advantage of the two-way flow of information between your site and its visitors. But others in your organization aren't so "enabled." Work with them to figure out effective ways to mine user comments from your blogs, videos, discussion groups and other forums to get a solid idea of what's on your visitor's minds.

Marla Schimke is VP of marketing at Revenue Science, Inc. Read full bio.