Organized by the UT / Faculty BMS (Digital
Marketing Lab / Departments ESIM and CS), the UT Department Marketing and
Communications (M&C) and the
Date: October 2, 2017
Location:
Erlenmeyer room in Gallery building. UT Campus
Master Class Behavioral Targeting
The
extensive use of the Internet as interaction, transaction and information platforms in
combination with the explosive use of Social Media offers marketers many new possibilities
to monitor customers and their behavior and create very specific and accurate customer
profiles. Big Data and a number of new analytics technologies provide also
marketers the means to locate customers and approach them one-to-one.
Behavioral
Targeting (also known as Online Profiling and Behavioral Advertising) is a term
used for online one-to-one communication with customers, leading to effective recruitment
and high conversion rates. Behavioral
targeting is based on online customer profiling and one-to-one approach with
advertisement. Artificial Intelligence and advanced algorithms make such approaches
very effective and cost efficient and according to field experiences Behavioral
Targeting is becoming increasingly effective as communication and persuasion
tool in comparison to traditional online approaches and SEM techniques.
The practice
is widely applied yet controversial: There are several ethical and legal
aspects related to customer profiling. Wide publicity has been given recently
to the role of behavioral targeting in the success of the Brexit campaign and
the victory of Donald Trump in the latest US elections. Such developments are
raising questions about the “weaponizing” of behavioral targeting in particular
for political purposes and exercising effective influence on individuals.
The Master
Class Behavioral Targeting is a contribution of the Faculty BMS of the
University of Twente in cooperation with the UT department of Marketing &
Communications and the EIT Digital in the context of the research, teaching
programs and projects carried out in the faculty in the area of Digital
Marketing. The Master Class will bring academics and practitioners in touch
with this new online marketing technique and will present proven methodologies
for profiling and applying behavioral targeting in real life situations with
accent to the educational markets. The master class will also look critically
to ethical and other issues that emerge when such techniques are applied.
The guest
speakers include Willem Berings and Felix Geeraths from Social Inc, an
Amsterdam-based agency that specializes in developing customer profiling
strategies and online campaigns. Marc Zinck, CEO of the highly successful
Spanish start-up Subastia de Ocio will present his experiences with behavioral
targeting as the main marketing approach for recruiting new customers. Dr.
Sophie Boerman, Assistant Professor of Persuasive Communication from the UVA,
co-author of a research paper on Online Behavioral Advertising will present the
findings of this study and the research agenda on this topic. Floris Metzner
from the department Marketing and Communication of the UT will present the UT
M&C approach on measuring Advertising Effects in creative ways.
The day will
close with a panel discussion evaluating the takeaways of the day and focusing
on the various technical and ethical issues of personalization and behavioral
targeting.
Registration: www.utwente.nl/behavioral-targeting
