Audience Builder: Activate Segments For Online Marketing

How do I take action on my segments?‍

This is perhaps the most important question regarding customer segmentation today. However, current psychographic segmentation solutions don’t provide a way to advertise directly to key segments. 

Why?

Because traditional psychographic data happens offline at a neighborhood level, and so there is no way to map it back to a person online.

Whereas PersonaLive data happens online at a person level, allowing you to map it straight to a person online.

Introducing the PersonaLive Audience Builder

This ‘digital data backbone’ of the PersonaLive segmentation makes the Audience Builder possible. The Audience Builder enables you to immediately target your top segments online with personalized advertising, just choose your platform and run your ad.

Use the Audience Builder for:

1. Audience Targeting: Target your top segment in a national campaign.
2. Geotargeting: Advertise to key segments in proximity to your location.
3. Personalization: Personalize ads to segments by demographics.
   

To show you how it works, we’ll walk through each of these three use cases using Tesla as an example.

Audience Targeting: Targeting the Top Tesla Segment on Social

First, we need to identify Tesla’s top segment. Using the Insight Tool, we find that this is #TechTitans based on social media following (2.4x more likely to follow) and dealership visitation (3.5x more likely to visit). 

Next, we’ll navigate to the Audiences page, create a new audience, and select the #TechTitans segment. We can immediately see this audience size is 1.5 million. Then, we’ll choose our destinations (in this case, Facebook & Instagram) and submit our audience request. We’ll receive an email requesting the account ID of the destination in order to make the mapping.

After we confirm the 9-digit account ID, the audience populates and you can run a personalized ad reaching those exact people. 

Geotargeting: Advertising to Top Segments Near a Tesla Dealership

For location-based use cases, we can target segments within a specific geography. Using ArcGIS, we discover that the top Tesla-following segments within a 10 minute drive time from the Anaheim Tesla location are #TechTitans (13% pop) and #SiliconNation (12% pop). 

We’ll select these segments in the Audience Builder and specify the Los Angeles DMA (887k people). 

Personalization: Mom-Focused Tesla Campaign for Model X

Let’s say Tesla wants to find the right audience for their Model X campaign focused on moms. They can simply choose their top segments, and of those top segments filter by ‘Female’ and ‘Children Present.’ The total audience size drops from 7 million to 2 million, resulting in a more refined target audience for their campaign.

Aside from social media audiences this data can be brought into DMP, DSPs, and used for direct mail as well.

Things To Keep In Mind

Experiment With Multiple Audiences

We have seen strong results by simply targeting the right segments, but because of the bidding nature of online advertising, it is important to experiment with a few audiences to get an audience that converts at a good price.

Leverage Segment Insights For Ad Creative

The real power is when you use segment insights to personalize advertisements. For example, knowing #TechTitans are middle aged, are more likely to be Asian, and care most about the hardware and software features, whereas #PicturesqueProsperity are older couples that love traveling to beautiful natural destinations, so including imagery of Tesla in nature will work best there. These insights come from exploring the segment’s lifestyles in the Taxonomy.

From Zero to Targeting In 10 Minutes

A major goal for our team in building PersonaLive was to go from “I know zero about my customers” to “I have a smart targeted campaign” in 10 minutes. We are especially proud of the Audience Builder because it takes segmentation online for the first time. Now, brands can speak directly to the segments driving their success, and personalize ads to them based on their interests or what they are doing in real-time.

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