Abstract: One feature provides a configurable system that allows web site operators/administrators to dynamically identify consumer behavior, formulate different marketing strategies for the same product depending on consumer triggers, and dynamically generating web pages that present different marketing content to consumers based on their segments. Such configurable system may implement behavior-based targeting (BBT) where different marketing strategies for the same product or service may be defined by a web administrator, and different marketing content may be presented to consumers of the same product based on their identified behavior or interests.