The industry is abuzz with behavioral targeting, as even the most mainstream business publications begin exploring what it means for marketers. According to its supporters, BT is all about targeting the right advertising to the right user at the right time -- and voila! Everyone's online marketing problems are solved.

Anatoly Roytman is vice president of marketing strategy at Sapient Interactive.

Not so fast. Before we all rush headlong into this trend, we need to step back and define what behavioral targeting really means (hint: there's more to it than just search marketing and display ads.) True BT is about delivering holistic, targeted experiences based on a person's behavior. And therein lies the opportunity and challenge.

To many of us, this all feels a little familiar. Remember what happened with CRM? Companies dove into major initiatives designed to deliver the right offer to the right customer through the right channel. But somehow, CRM never lived up to its potential and left quite a few angry companies in its wake.

How can we make sure behavioral targeting actually succeeds? By taking the time to understand what's really involved and what's needed to deliver the kind of targeted experience that engages customers and drives the conversion cycle to improve revenue and market share.

So before you take the behavioral targeting plunge, take a moment to think through five essential questions. Your answers will help you make it a practical, strategic advantage for your organization -- not just another hollow buzzword.

Author notes: Paige Mantel is vice president of product marketing at Interwoven. Read full bio. Anatoly Roytman is vice president of marketing strategy at Sapient Interactive. Read full bio.