12.2.14 webinar

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So you checked out a new product on the market but decided not to buy. Isn’t it funny how everywhere you go, from Facebook and Twitter to a blog or forum, you see an advertisement for a similar product? Behavioral targeting is like a slice of heaven for marketers, making it much easier to tailor marketing information specifically to consumers. And consumers avoid seeing irrelevant advertisements. Seems like a win-win situation, right? The jury is still out on whether behavioral targeting is an invasion of privacy or not in today’s tech world. Join our panel of experts and us in this live webinar as we chime in on these points: · Guiding consumers in online choices to opt out of advertising · Improving transparency with behavioral targeting · Implementing ads with consideration · Tracking ads diligently

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Behavioral Targeting: An
Invasion of Privacy or the Next
Best Marketing Tactic?
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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
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
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
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

www.ThePredictionBook.coPrmedictive Analytics World

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FINANCIAL SERVICES
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Dimensions of Data Policy
Predictive Analytics World
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
Predictive Analytics World

The Reality Of Behavioral Targeting
Kim Celestre
Senior Analyst, Marketing Leadership
December 2, 2014

Big brother? Or smart targeting?
© 2013 Forrester Research, Inc. Reproduction Prohibited 18

Sophisticated targeting will drive social media advertising
spending
© 2013 Forrester Research, Inc. Reproduction Prohibited 19

And the Database of Affinity delivers even more
opportunities
Forrester April 2013 “How To Exploit The Database Of Affinity”
© 2013 Forrester Research, Inc. Reproduction Prohibited 20

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 22

Consumers do not trust advertising
© 2013 Forrester Research, Inc. Reproduction Prohibited 23

But they have more control on what they see
© 2013 Forrester Research, Inc. Reproduction Prohibited 24

Thank you
Kim Celestre
+1 650.581.3810
kcelestre@forrester.com
@KCelestre

#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

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