Forget about behavioral targeting "theory." In this workshop, you’ll learn real ways to quickly and easily deliver relevant and personalized content on your website and in ads – directly from leaders in the space. Jonathan Mendez and Paco Viñoly of OTTO Digital are pioneers in the personalization and optimization space. Using real-life examples from online marketing innovators, this workshop will go beyond the buzz and show you how to positively impact your bottom line through personalization.
Jonathan Mendez, Chief Strategy Officer, OTTO Digital
Paco Viñoly, Chief Creative Officer, OTTO Digital
- Discovery of segmentation and affinities
- Creative approach to messaging to these affinities
- Testing
- Different type of segmentation
- Thick slices gives a larger data set to working and optimize off of
- Small lifts make a bigger impact
- Behavior
- Temporal
- Source
- Natural search visitors varies from paid search
- Environment
- What does the targeting do to the message and vice versa
- The message has to be true to the user
- Behavioral/Contextual messaging based on internal navigation
- Relevance and reinforcement of intent
Tags: Jonathan Mendez, OTTO Digital, Paco Viñoly, Targeting Strategies, Personalization, Mediapost, OMMA, Behavioral Targeting