Audience targeting is becoming an increasingly sophisticated art through data. Here, we look at three ways you can drive better engagement through different types of data assets and sources.
Audience Profile One: Helix persona targeting
If you’re part of a well-established enterprise, there is a good chance that at some stage you have worked with Roy Morgan Research and undertaken Helix Persona targeting to define the market segments most likely to become your customers.
This type of audience profiling can provide some excellent insights into your target market that can be utilised to improve the efficiency of all customer acquisition activity, whether online or offline. There are a number of ways to use Helix personas:
Audience Profile Two: First-party customer and prospect data
One of the most surprising things I often find when speaking with CMOs of large enterprises is how little value they see in their customer and prospect databases. These databases can tell you an awful lot about the types of prospects who are attracted to your offering and provide a solid foundation for new prospect targeting.
The utilisation of first-party data in audience profiling and targeting has been one of the great revelations of the modern CMO and can provide a significant competitive advantage if used in the right ways. Here are some ways to using first-party data effectively:
One great way to use custom audiences is for re-engaging customers who have left an organisation for one reason or another. Running ads toward custom audiences offering them a special deal to sign back up is particularly effective especially in industries that have recurring billing such as the consumer energy, telecommunications and insurance markets.
Once you have uploaded your database you have the ability to use Facebook's enormous amounts of psychographic and behavioural data to find audiences of prospective customers who are most similar to your existing customer base. Facebook on average has about 1500 data points on each one of its users, here are a couple of the standard ones to get you started:
The standard click-through rate for right bar ad is 0.04 per cent. With lookalike campaigns, this can increase to 4%-5%.
Enter ‘Prospecting’, the new feature released by AdRoll in July that provides marketers with the ability to upload their own first-party data to expand their audiences, and strengthen the quality of their targeting. We have already seen a major uplift in qualified sales enquiries coming through from the AdRoll channel as a result of this new way to utilise our clients’ first-party data.
Audience Profile Three: Website audience profiling pixels
With the rapid rise in value of rich first-party data, many companies have been caught out. They’ve overlooked the importance of organising their data strategy in a way which allows for easy segmentation and general usability in an increasingly tech savvy marketplace.
While this is a major issue, there are a couple of clever ways to get around it. One of these is through the use of audience profiling pixels that can be installed on your website that track and identify key characteristics relating to the demographic and psychographic profiles of your existing website traffic.
My first step with any new client is to immediately get an audience pixel onto their site to begin collecting audience data, regardless of the size or accuracy of the database/CRM. If you don’t have one on your site right now, follow this simple guide to generating a pixel.
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