Archive for Andy Chen

61 articles
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The Emotional Side of Behavioral Targeting
Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power. Jan 16, 2008
Embrace Vertical Behaviors
Rather than the critical mass, it's perhaps the critical niche that will drive behaviors in the future. Dec 19, 2007
Emergence of Micro Behaviors
What if our online behaviors become so miniature they become impossible to identify and target? Nov 21, 2007
Targeting Youth Behavior
Reaching the most difficult group out there. Oct 24, 2007
The Growing Complexity of Behavior
Are behaviors becoming amalgamated as a result of digital convergence? Sep 26, 2007
Behavioral Targeting Gets Close Up and Personal
Consumers are divulging personal information in exchange for more targeted advertisements. Aug 29, 2007
Behaviorally Target the Mindset
Our mindsets often influence and dictate relevant actions, but do they lead to predictable, consequent behaviors? Aug 1, 2007
Behavior Under the Planning Microscope, Part 1: Viral
Explorations of key communication trends based on consumer behaviors. First up: a fundamentally different approach to planning a viral idea. Jun 6, 2007
The Emotional Side of Behavioral Targeting
Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power. May 9, 2007
The New Behavioral Wunder
A new European player is well-positioned to ride the next behavioral targeting wave. Apr 11, 2007
Targeting the Social Behavior
Tap into social networks to reach consumers online. Mar 14, 2007
Behavior Under the Planning Microscope, Part 3: CGM
Whether consumer-generated media is a strength or a threat to brands is fiercely debatable. What's certain is CGM is here to stay. Last of a series. Feb 14, 2007
Behavior Under the Planning Microscope, Part 2: Social Network
What human behaviors power the formation of social networks, and what are their long-term implications for planners? Part two of a series. Jan 17, 2007
Behavior Under the Planning Microscope, Part 1: Viral
Explorations of key communication trends based on consumer behaviors. First up: a fundamentally different approach to planning a viral idea. Dec 20, 2006
Redefining the Media Value Chain
With increasing demand and adoption of behavioral targeting, a more modern, relevant way of defining and delivering value has emerged in media Nov 22, 2006
Planning, the Behavioral Way
Rather than focus on behavioral targeting, perhaps we should develop behavioral planning. Oct 25, 2006
Linking Purchase to Behavioral Targeting
ROI is a mindset, not a measurement. Sep 27, 2006
Targeting the Social Behavior
Tap into social networks to reach consumers online. Aug 30, 2006
Behavioral Targeting and the Probability Game
As consumer behaviors change, marketers must redefine planning rules to ensure the calculated likelihood of reaching the audience is sustained. Aug 2, 2006
How Much Should a Behavior Cost?
Is behavior a tradable commodity? If so, how should it be sold and purchased? Jul 5, 2006