UTDesignLabMaster class Behavioral Targeting

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

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.  

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.

Event Details

Date: 2 October, 2017
Time:  9:00 – 17:00
Location: Erlenmeyer room (Gallery building, UT Campus)

Registration is free, but the number of participants is limited so registration is required.

Register via the website: www.utwente.nl/behavioral-targeting

Organizers

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.

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