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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in