Big Data isn’t the Same as Adding More Segments
Too often, online marketers jump into campaigns with incomplete prospect data.
Audiences, described as consumer profiles, are built on blind collections of online behavioral information or onboarded one-dimensional offline demographic selections. The use of Big Data to create an audience isn’t the same as the serial addition of sources of ‘more segments.’ True big data consumer profiles come from the integration of offline and online information accurately translated into qualified prospects that successfully deliver both reach and transparency.
A consumer purchase or behavior online does not necessarily reflect being “in the market” or the ability to transact. In a similar way, a consumer’s offline background is not always reflected in their online behavior – if any behavior can be tracked at all.
The online marketer should start their audience selection process by qualifying them by affluence, location, current product ownership, and life-stage factors. Combined, these provide a three-dimensional view of the actual number of unique users, an accurate consumer profile, and a true measure of the actual market opportunity.
Because offline-to-online match rates are often so poor, this audience selection approach has its challenges. When you submit any list of prospects from your CRM, you typically have an average 30% match rate to anonymous cookies, and matches who return duplications can’t be flagged. In order to address this, the common tactic is to bulk up unique user counts with other look-a-like behavioral packaged segments which are (ironically) full of the same people. This dilutes the integrity of the prospect list and further clouds the transparency of who is seeing your advertising.
Semcasting Smart Zones™ is a patented technology that was designed to address the unique user reach and the transparency problems that exist with cookie-based targeting. With Smart Zones, building an offline audience and onboarding it for online targeting typically returns an 80% - 90%+ match rate – with no duplicates.
By mapping ISP delivery points to homes and businesses, we can define precise locations and attach over 750 proprietary variables for every audience member. Not only can we profile prospects to qualify them for a specific campaign, we can use direct mail methods and predictive analytics to build out audiences offline and onboard them for whatever marketing channel best applies: direct mail and email, display, mobile, programmatic TV, and others.
In an ever-changing advertising industry, the most powerful tools deliver true reach and transparency. Smart Zones gives you both. To learn more, download our Smart Zones overview.
Semcasting : Oct 26, 2016 9:55:24 AM
