Master class Behavioral Targeting

Master Class Behavioral Targeting as Marketing Approach: Theory, Practice and Challenges


Organized by the UT / Faculty BMS (Digital Marketing Lab / Departments ESIM and CS), the UT Department Marketing and Communications (M&C) and the European Institute of Innovation and Technology (EIT Digital)

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Information and questions

Dr. Efthymios Constantinides (

Date and Time: October 2, 2017 09:00 – 17:30
Location: Erlenmeyer room (Gallery building, UT Campus)
Registration is free, but the number of participants is limited so registration is required.
Join the Facebook event for discussion.

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.  


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.

What is Behavioral Targeting?

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 for commercial or political purposes.

Guest speakers & schedule

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. 

Schedule Master class Behavioral Targeting

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09:00 - 09:30

Welcome of participants with coffee

Gallery, Erlenmeyer room

09:30 – 10:00

Opening and welcome to participants

Dr. E. Constantinides, Assistant Professor Digital Marketing (UT)

10:00 – 11:00

Behavioral Targeting Approaches: The Marketing Agency Perspective

Mr. Willem Berings and

Mr. Felix Geeraths

Social.Inc (Amsterdam)

11:00 – 12:00

Behavioral Advertising Research Agenda, the Academic Perspective. Based on the Research Paper on Behavioral Advertising.


Dr. Sophie Boerman, Assistant Professor of Persuasive Communication, Amsterdam School of Communication, Research, UvA

12:00 – 12:30

AI / Deep learning as predictor of conversion

Mr. Rutger Ruizendaal UT / CS

12:30 – 13:30

Lunch break

13:30 – 14:15

Measuring Advertising Effects: The UT approasch  

Mr. Floris Metzner, (UT / M&C) 

14:15 – 15:00

Behavioral Advertising Research Agenda. The Academic Perspective. Based on the Research Paper Behavioral Advertising

Mr. Marc Zinck, MSc

CEO Subasta de Ocio (Spain)

15:00 – 15:15

Coffee Break

15.15 - 15.45

GDPR: the new privacy EU law.  Effects on Behavioral Targeting

Ms. Anke Kuik, COO & Co-Founder FAKTOR (Amsterdam)  

15.45 - 16.45

Wrap-up and Panel Discussion: Behavioral Targeting: Practice, Opportunities and Ethics

Mr. Willem Berings,             Mr. Marc Zinck,                    Mr. Floris Metzner

Dr. Sophie Boerman,

Dr. E. Constantinides,

Ms. Anke Kuik

Dr. Sjoerd de Vries (coordinator).

16:45 – 17:30

Closing with drinks

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