How to Identify High-Quality Audience Data to Fuel Successful Omnichannel Marketing

The marketing and advertising world runs on data. Even as privacy regulations increase and third-party cookies become obsolete, the need for high-quality audience data to fuel strong customer acquisition and retention efforts will continue to grow. That begs the questions: What is audience data? And what do marketers need to know about finding reliable, high-quality sources that are capable of fueling strong omnichannel marketing efforts?  

Audience data refers to information related to a group of individuals who are somehow similar—people who share certain personal or professional characteristics or who consume or interact with content, products, or services in a certain way. This data encompasses various demographic, psychographic, and behavioral attributes of a target audience, providing valuable insights into their needs, preferences, interests, and habits. Audience data is essential to helping marketers to tailor their strategies, ensuring that their messages and products resonate with the intended segments of consumers. This information—which extends well beyond traditional demographics to include online behaviors, social media interactions, and purchasing patterns—helps in crafting more personalized and effective communication, ultimately enhancing the overall user experience and driving better engagement.  

Of course, not all audience data is created equal, and today’s marketers must take care in selecting high-quality audience data partners who can deliver on both precision and scale. That’s where Eyeota comes in.  

How Eyeota Builds Its Audiences 

The Eyeota Audience Marketplace includes 60,000+ audience profiles from more than 75 premium branded data partners, covering age, gender, and household-type personas, B2B and firmographics traits, lifestyle and interests, purchase intent, past-purchase behaviors, location-proximity signals, and more. This powerful combination enables brands and marketers to better understand and enrich engagement with consumers across audio, Connected TV, digital out-of-home, desktop, mobile, retail and social media networks.  

Built on scale and segmentation expertise, Eyeota Audiences fuse demographics, behavioral, and psychographic attributes from qualified data providers to create unique audience segments 

that empower marketers to engage with consumers throughout each stage of the customer journey.  

Eyeota Audiences combine diverse and distinct data attributes to deliver powerful audiences via the following process:  

1. Publishers and online data suppliers from Eyeota’s extensive data partner network send Eyeota user attributes based on Eyeota’s guidelines for categorizing and labeling audience data to align with the Eyeota branded taxonomy. 
2. Eyeota’s data science team maps these users into audience segments based on shared attributes and methodologies. 
3. Profiles are curated into segments and refreshed routinely to ensure relevance and data quality. 

How Marketers Can Activate Audience Data 

Eyeota audience data is built for action. Here are the various ways that marketers can activate audiences within the Eyeota Audience Marketplace via open, private, and custom audience activation solutions. 

1. Open Marketplace audiences are pre-built audience segments that are publicly available for activation on the majority of demand-side platforms. 
2. Private Marketplace audiences are pre-built audience segments that are available for activation on DSPs and social channels by request only. 
3. Custom audiences are newly created audience segments that are built on request by an individual brand or advertiser. 

With more than 26 billion unique user IDs and counting, Eyeota’s audience data has the global scale and local relevance that marketers need to identify, reach, and engage their best customers. Eyeota is dedicated to providing marketers with data confidence in their global campaigns. All data available within the Eyeota Audience Marketplace is privacy-compliant, transparent, and qualified. 

Contact our team at datadesk@eyeota.com for more information about Dun & Bradstreet and Eyeota audience solutions.