12.2.14 webinar

Behavioral Targeting: An

Invasion of Privacy or the Next

Best Marketing Tactic?

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kim Celestre is a Senior Analyst at Forrester Research. Her analysis on consumers' social behaviors, the social platform landscape and social marketing best practices helps marketers create social strategies that deliver value to their prospects and customers at each stage of their lifecycle. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social marketing platforms and online communities to shape exploration and buying behaviors. @KCelestre

Eric Siegel, Ph.D., founder of Predictive Analytics World and Text Analytics World, and Executive Editor of the Predictive Analytics Times, makes the how and why of predictive analytics understandable and captivating. He is the author of the bestselling, award-winning Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, a former Columbia University professor who used to sing to his students, and a renowned speaker, educator, and leader in the field. @predictanalytic

David Fowler is Head of Digital Compliance at Act-On Software. At Act-On Software, David is responsible for all issues pertaining to digital compliance including, email deliverability, privacy compliance and industry stewardship in regard to customer and corporate objectives alike. David has over 20 years' experience providing senior leadership in the marketing industry. @oregonlimey

Predictive Analytics Worldwww.ThePredictionBook.com

Predictive Analytics World

NEXT EVENT:

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March 29 - April 2, 2015

Includes PAW Workforce


Improved direct mail targeting by 15-20%

RETAIL

Reduced mailing costs by $12 million

FINANCIAL SERVICES

Lowered direct mail costs 20% Increased response rate 3.1% 600% ROI

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Dimensions of Data Policy

1. Retain

2. Access

3. Share

4. Merge

5. React

...under which circumstances and for

what type of intention or purpose.


Predictive Analytics Privacy Concerns

1. "Data hustler" incentives increase

2. New, sensitive data is inferred


Making Leaders Successful

Every Day

The Reality Of Behavioral Targeting

Kim Celestre

Senior Analyst, Marketing Leadership

December 2, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 18

Big brother? Or smart targeting?


Sophisticated targeting will drive social media advertising spending


Forrester April 2013 “How To Exploit The Database Of Affinity”

And the Database of Affinity delivers even more opportunities


Both Direct and Brand marketers will benefit

Forrester April 2013 “How To Exploit The Database Of Affinity”


But what about consumers?

Source: http://www.thesocialmedia411.com/wp-content/uploads/2013/04/girl-frustrated-at-computer-

e1366395703223.png


Consumers do not trust advertising


But they have more control on what they see


You must proceed with caution

1. Embrace the philosophy that brand and experience go hand in hand

2. Invest in platforms that provide sophisticated audience identification

3. Apply customer obsession to your advertising strategy

Thank you

Kim Celestre

+1 650.581.3810

[email protected]

@KCelestre

mailto:[email protected]

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kim Celestre is a Senior Analyst at Forrester Research. Her analysis on consumers' social behaviors, the social platform landscape and social marketing best practices helps marketers create social strategies that deliver value to their prospects and customers at each stage of their lifecycle. Her research covers B2B and B2C marketing, with a specific emphasis on the use of social marketing platforms and online communities to shape exploration and buying behaviors. @KCelestre

Eric Siegel, Ph.D., founder of Predictive Analytics World and Text Analytics World, and Executive Editor of the Predictive Analytics Times, makes the how and why of predictive analytics understandable and captivating. He is the author of the bestselling, award-winning Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, a former Columbia University professor who used to sing to his students, and a renowned speaker, educator, and leader in the field. @predictanalytic

David Fowler is Head of Digital Compliance at Act-On Software. At Act-On Software, David is responsible for all issues pertaining to digital compliance including, email deliverability, privacy compliance and industry stewardship in regard to customer and corporate objectives alike. David has over 20 years' experience providing senior leadership in the marketing industry. @oregonlimey

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Upcoming Webinar

December 9th

How to Create a Cultural Model for Effective Social Media Management

Panelists: Augie Ray, Jason Moriber, Peter Friedman

Moderator: Paul Dunay