By: Eyeota
Gone are the days when educated guesses were the only way to reach the right individuals. Individuals have come to expect their favorite brands to send them relevant information and promotional content, personalized based on their specific wants and needs.
However, this isn’t a default method for companies — it takes the right solution to target audiences correctly. Creating an audience data strategy and using that information wisely can help brands allocate marketing resources for the greatest possible reach and ROI.
Continue reading to learn ways to use audience data and how Eyeota’s Data Desk can provide expert guidance for your next campaign.
Audience data encompasses various demographic, psychographic, and behavioral attributes of a target audience. When used correctly, audience data can provide you insights your ideal customer’s needs, preferences, interests, and habits. But simply having this information doesn’t give you clear answers for your marketing — you must strategically utilize these details to enhance your efforts. Here are a few ways to do so:
Audience data allows you to segment your target customers into distinct groups based on shared characteristics and behaviors. You can create highly personalized marketing campaigns that resonate with each group by understanding these segments.
For instance, younger audiences might respond better to social media campaigns while older segments might prefer email marketing. This segmentation ensures your message reaches the right people, in the right way, at the right time.
Predictive analytics uses historical audience data to forecast future behaviors. By analyzing past interactions, you can anticipate customer needs and trends, allowing you to tailor your content and delivery more precisely.
For example, if data shows a spike in purchases during a particular season, you can plan targeted promotions ahead of time. This proactive approach helps optimize marketing budgets and maximize ROI.
Audience data enables personalization, which is key to building strong customer relationships. In fact, McKinsey found that 71% of consumers expect companies to deliver personalized interactions; and 76% get frustrated when this doesn’t happen. By knowing data like purchase history, browsing behavior and customer feedback, you can create customized offers that are more likely to convert.
This might include personalized product recommendations or tailored website experiences. The more relevant your content is to the audience and the more questions you answer for them, the higher the engagement and conversion rates.
With a comprehensive audience data strategy, you can track and target your audience across multiple channels. Whether it’s social media, digital out of home, connected TV, or their mobile/desktop devices, understanding where your audience spends time allows for consistent messaging and better brand recall. This holistic approach can help you deliver a seamless experience for your targeted customers, regardless of the platform they use.
An effective audience data strategy is never static. While it takes more hands-on work, continuously collecting and analyzing data can help you refine your approach, testing different strategies to see what works best. This could involve A/B testing, adjusting segmentation criteria or tweaking your messaging. The goal is to continually improve your targeting efforts, ensuring they remain relevant and effective as audience behaviors and preferences evolve.
At Eyeota, we know how vital audience data is to your digital advertising strategy. Being able to access and implement high-quality, actionable insights can help you remove roadblocks caused by data silos — a collection of insights that are stored by one standalone system and not available or compatible with other data sets.
That’s why we created the Data Desk, a team of audience specialists dedicated to providing tailored audience recommendations based on your campaign goals. With the help of the Data Desk, you can have help engaging your target audience with precision. Our team has access to more than 60,000 audience data profiles in the Eyeota Audience Marketplace categorized by vertical, consumer lifestyles and seasonal events.
Our team of audience specialists act as your data expert, sending you custom audience targeting recommendations solutions for multi-channel marketing on audio, connected TV, display, digital out-of-home, mobile, retail and social media networks, ensuring you reach the right audience, at the right time.
The Data Desk builds audience profiles for you to engage with your clients throughout each stage of the customer journey, whether they’re just learning about a company or ready to make a purchase. Our team does this by leveraging the Eyeota Audience Marketplace.
The Eyeota Audience Marketplace features over 60,000 B2B and B2C audience targeting segments covering B2B, socio-demographics, contextual signals, lifestyle, brand affinities, interests, intent signals, past-purchase behaviors, ownership, employment insights, seasonal events and more. Providing access to audiences from over 75 premium data partners, including Dun & Bradstreet, Eyeota enables advertisers to tap into high-quality audience data across 30+ verticals in 180 countries to deliver personalized and effective campaigns at a global scale.
By focusing on the most relevant audience, you can ensure your budget is spent on people who are more likely to convert. This avoids wasting resources on individuals unlikely to be interested in your brand, potentially resulting in a bad experience and reputational damage. Instead, you can reach the right people before your competitors, establishing your company as the top choice in the market.
Are you ready to elevate your campaign targeting for improved ROI? Simply complete the audience targeting request form, and we’ll respond with an audience targeting plan tailored to your goals within two business days.
Engage with your best audience with Eyeota’s Data Desk today.
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