publication . Article . 2019

Microtargeting for conservation

Metcalf, Alexander L.; Phelan, Conor N.; Pallai, Cassandra; Norton, Michael; Yuhas, Ben; Finley, James C.; Muth, Allyson;
Open Access English
  • Published: 01 Apr 2019 Journal: Conservation Biology, volume 33, issue 5, pages 1,141-1,150 (issn: 0888-8892, eissn: 1523-1739, Copyright policy)
  • Publisher: John Wiley and Sons Inc.
Abstract Widespread human action and behavior change is needed to achieve many conservation goals. Doing so at the requisite scale and pace will require the efficient delivery of outreach campaigns. Conservation gains will be greatest when efforts are directed toward places of high conservation value (or need) and tailored to critical actors. Recent strategic conservation planning has relied primarily on spatial assessments of biophysical attributes, largely ignoring the human dimensions. Elsewhere, marketers, political campaigns, and others use microtargeting—predictive analytics of big data—to identify people most likely to respond positively to particular mes...
free text keywords: Contributed Paper, Contributed Papers, conservation marketing, land‐use planning, private lands, resource allocation, return on investment, spatial planning, systematic conservation planning, triage, asignación de recursos, mercadotecnia de la conservación, planeación espacial, planeación sistemática de la conservación, planeación del uso de suelo, protocolo de intervención, retorno de la inversión, tierras privadas, 保护营销学, 土地利用规划, 私有土地, 资源分配, 投资收益, 空间规划, 系统保护规划, 优先等级分类
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