Session Description:To extend the audience of our flagship professional development webinar series, Monash refined the use of behaviour based segmentation and targeted messaging. As a result, the audience grew by 2,000 alumni over the year, representing 23% audience growth. New reporting also delivered actionable insights, and confirmation that the strategies being employed were achieving the desired outcomes. Inviting all the people, to all the things, all the time isn’t the best way to grow your engagement. Targeted invitations based on past behaviour help to show your alumni that you know what they are interested in.