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)
Dr. Efthymios Constantinides (email@example.com)
Date and Time: October 2, 2017 09:00 – 17:30
Location: Erlenmeyer room (Gallery building, UT Campus)
Fee: Registration is free, but the number of participants is limited so registration is required.
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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.
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 is closed. You can download the presentations by filling in the form.