Mamamia reveals audience segmentation off back of DMP rollout

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.

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