Mamamia reveals audience segmentation off back of DMP rollout

Publisher announces 10 targeted segments for advertisers based on behavioural insights

Womens’ title publisher, Mamamia Women’s Network (MWN), has launched its new audience-based personas for clients following its adoption of a data management platform (DMP).

The media company has launched 10 define audience personas aimed at providing its advertisers with more targeted segments, based on behavioural and content consumption insights gleaned through its Krux DMP data backbone. Mamamia also plans on tapping into second and third party data insights to add to its understanding of these key audiences.

The 10 personas are described as: My Tribe, Modern Family, New Mum, Trending Now, Informed Woman, Live/Laugh/Learn, Real Beauty, Wellness Women, Fashion Fix and Homebodies. Mamamia said advertisers can choose to target one of two tiers within each segment: Behavioural, or those users that have already demonstrated interest and qualified against recent visits and site frequency; and intender, or those that have demonstrated high-level interest and qualified against additional recent visit and site frequency metrics.

The audience targeting has been made possible thanks to MWN’s investment into Krux’s DMP in March. At the time, MWN managing director, Kylie Rogers, told CMO the investment was prompted by two key issues: Firstly, coming up with commercial solutions for its advertisers and agencies allowing them to better target the right audience on the network; and secondly, to provide the editorial team with clearer insights around what women readers wanted in order to optimise content, Rogers said.

In the latest statement, Rogers said the DMP had allowed MWN to knit together its historically siloed data sets in order to better understand its audience.

“It is validating to see the breadth of women we reach through our content daily and Krux is fundamental to our overall audience proposition,” she said. “We are now able to confidently deliver based on knowing what our women want, and when they want it, and helping our advertisers target them directly, effectively, relevantly and consistently.”

Longer term, MWN hopes to translate these data insights into its editorial content proposition.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in