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Best Practice Guide: Tracking Behavior During Online Events

Tracking behavior during webinars, webcasts and virtual events.

guide_cover_imageTracking attendee behavior at online events shows you how to engage audiences, discover preferences, and communicate most effectively to drive results. One of the greatest challenges companies face when attempting to impact business, like increasing sales or improving employee engagement, is securing the information about their target audience that will help them take the right actions to achieve results. The problem isn’t that people are generally dishonest – most people will attempt to provide accurate feedback on a topic when asked, unless they have a strong motivation to do otherwise. It’s that what people think they did (or will do) doesn’t always align with what they actually did (or do). Take the Nielsen TV ratings, for example. They are one of the most significant determinants of where billions of advertising dollars will be spent each year.

For most of their existence, they relied solely on the Nielsen Diary, a book that participating viewers fill out to log which TV shows they watched each day, and at what time. Problems come when viewers say they watched a program because they usually do, or because they like a program, even though they did not. While Nielsen still uses the diary system, they are moving more toward set-top boxes that automatically log which programs are watched on that TV. In other words, it measures actual behavior rather than recollections (or words), providing a more accurate view of what occurred in any given time slot so advertisers can be charged appropriate fees for advertising on those programs…

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