Tailoring ads -- and now even Web pages -- in realtime to the behavior of your audience is gaining traction as a lead generator for subscriptions. But what are the ground rules and best practices for targeted audience development? Find out how Dow Jones and Magazines.com are doing it.

1. Behavioral Marketing for Audience Development David Chivers, Dow Jones Kate O’Neill, Magazines.com

2. Source: email-marketing-reports.com

3. David Chivers is Director of Online Marketing for Dow Jones and is responsible for developing marketing plans and programs for The Wall Street Journal Digital Network. In addition to traditional direct marketing skills, David has extensive online marketing experience, including; viral marketing, audience development, strategic partnerships, cross-selling and online branding. He’s recently relocated from the Midwest and lives with his wife and two daughters in Princeton, NJ. Kate O’Neill is Director of Customer Experience and Product Development for Magazines.com. In her hybrid marketing-technology role, Kate develops brand strategy, guides site feature development, oversees creative, and manages analytics and optimization initiatives. She previously managed content for Netflix in the company’s early years, in which capacity she helped introduce industry-leading capabilities to target based on behavior, affinity, and business objectives. Kate also led intranet and other online content initiatives for Toshiba, Hospital Corporation of America, and a wide range of smaller software and e-commerce start-ups. She lives in Nashville, TN with her husband and their six cats. About Us

4. What is Behavioral Marketing? Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.

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