12.2.14 webinar
-
Upload
social-media-today -
Category
Social Media
-
view
1.027 -
download
1
description
Transcript of 12.2.14 webinar
Behavioral Targeting: An
Invasion of Privacy or the Next
Best Marketing Tactic?
#SMTLive
#SMTLive
Join the Conversation…
Follow along and share your thoughts on
Twitter at #SMTLive
Submit your questions in the
GoToWebinarPresentation window
#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
Predictive Analytics Worldwww.ThePredictionBook.com
Predictive Analytics World
NEXT EVENT:
PAW San Francisco –
March 29 - April 2, 2015
Includes PAW Workforce
Predictive Analytics World
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
FINANCIAL SERVICES
Predictive Analytics World
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 World
Predictive Analytics Privacy Concerns
1. "Data hustler" incentives increase
2. New, sensitive data is inferred
Predictive Analytics World
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?
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Sophisticated targeting will drive social media advertising spending
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Forrester April 2013 “How To Exploit The Database Of Affinity”
And the Database of Affinity delivers even more opportunities
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Both Direct and Brand marketers will benefit
Forrester April 2013 “How To Exploit The Database Of Affinity”
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
But what about consumers?
Source: http://www.thesocialmedia411.com/wp-content/uploads/2013/04/girl-frustrated-at-computer-
e1366395703223.png
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
Consumers do not trust advertising
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
But they have more control on what they see
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
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
#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
#SMTLive
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