Step 1: Analyze Information Gaps
III: Behavior
Analyze Behavior Gaps
Now that you have thought through some issues with choosing a behavior, such as
how specific you need to be about a behavior and what the benefits and barriers
to changing that behavior, you should be ready to identify and analyze these
gaps. Again, it's likely that you will make decisions about the audience segment
and specific behavior concurrently because they are closely tied together.
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