VEChannel Event Profile

The Basics of Behavioral Marketing

The use of consumer behavior to tailor online marketing programs is a rapidly maturing practice. The purpose of this webinar is to share the basics of a behavioral marketing campaign design, with particular attention paid to the process of optimizing the inputs used as behavioral cues in successful campaigns. Specifically, the webinar will cover: Recency/Frequency Inputs How do marketers determine what behavioral cues provide a launching point for communication What content environments and behavioral patterns best predict receptivity to messaging? Message Sequencing Matching specific messages to specific behaviors and specific sequences of behaviors presents an oftmissed opportunity to squeeze effectiveness from a program. Given full visibility into consumer behavior, what messages are best delivered into which environments? Creating Scale Simply messaging to users "insession" is a nobrainer, but often is tough to do at scale, especially costeffectively. Finding second and third tier targeting parameters among related, if not narrowly targeted, behavioral environments is often the key to balancing quality and quantity in program return. CampaignOptimization Parameters Not all optimization is best done in an automated fashion. When assessing the reallocation of dollars and impressions to media and creative, what behavioral cues are best optimized and which are more work than they are worth? Program Design By Vertical How do the differing dynamics within the buying cycles of differing verticals impact the types of behaviors best used to build out an effective behavioral marketing program? All you need to attend is : A 56Kbps Internet connection or better Netscape 4.x or Internet Explorer 4.x (AOL users: AOL5.0 and above only) A sound card and speakers for the Internet phone session. The WebEx Event Manager installed before the event at http://amawebcasts.webex.com under " Set Up . NOTE: This plugin will automatically install unless your browser has high security settings. A Windows PC or Apple Mac OS X or higher

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