Applying customer value to online targeting strategy

Sounds simple right? Most marketers would say that they use some notion of
value when they target customers. I think there's more to this topic. First,
most marketers use likelihood of response as a predictor far more often than
value. A recent conversation with Tim Suther of Acxiom got me thinking about targeting techniques. Here's my take:
Generally most marketers have three approaches to onsite targeting.

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