How to Leverage the Digital Activity Score for Smarter Audience Targeting

Understanding user engagement and intent is the foundation of successful digital marketing. With this in mind, Semcasting has introduced the Digital Activity Score (DAS) in the Profile Report—a tool designed to help marketers fine-tune their audience targeting, improve budget allocation, and drive better campaign results.

But what exactly is the Digital Activity Score, and how can it be used to make your campaigns more effective? 

What is the Digital Activity Score?

The Digital Activity Score measures how actively users engage with digital content, providing advertisers with insights into their behaviors and preferences. By analyzing these engagement patterns, marketers can better segment and prioritize their audiences, tailoring strategies to different levels of online activity.

How to Use the Digital Activity Score in Your Campaigns

Here are actionable ways to incorporate the Digital Activity Score into your campaigns.  

1. Segment and Prioritize Your Audience

Not every consumer engages with digital content in the same way. The Digital Activity Score gives you the ability to tailor your approach based on a user’s engagement level:

• High scorers are prime for direct offers and conversion-focused campaigns. 
• Medium scorers may need a little more nurturing through educational content or testimonials. 
• Low scorers might respond better to awareness campaigns or softer messaging to bring them into the funnel.

2. Optimize Ad Spend

Nobody likes wasting ad dollars. The Digital Activity Score helps ensure your budget is spent on the audiences most likely to take action:

• Invest more in high-scoring audiences to increase your return on ad spend (ROAS).
• Focus mid-range budgets on nurturing campaigns that guide users toward conversion.
• Spend less on low-scoring audiences unless combined with other strong intent signals.

3. Personalize Your Messaging

Understanding an audience’s engagement level allows you to craft messages that resonate:

• High Activity Users: Use urgency-focused calls to action, exclusive deals, or direct-response campaigns.
• Medium Activity Users: Share educational or trust-building materials like videos and case studies.
• Low Activity Users: Focus on storytelling, building brand awareness, and creating familiarity.

4. Activate Cross-Channel Marketing

To maximize impact and reach, integrate the Digital Activity Score across your channels:

• Target high-scoring users across multiple platforms—social media, CTV, display ads—to increase conversions.
• Use audience suppression to exclude low-scoring users from premium placements, prioritizing your budget for better opportunities.
• Test and tweak sequencing strategies to see how exposing audiences to different channels impacts their engagement.

5. Measure Campaign Performance

Digital Activity Scores can serve as benchmarks to track and improve campaign success:

• Analyze performance trends for each audience segment to uncover opportunities for improvement.
• Make real-time adjustments based on engagement metrics to refine your targeting and creative approach.
• Leverage historical data to inform future strategies and reduce targeting inefficiencies.

The Digital Activity Score is changing how marketers approach audience targeting, offering a smarter way to allocate resources, craft effective messages, and improve overall campaign performance. By integrating this tool into your strategy, you position your brand to reach the right consumers at the right time with the right message—all while increasing engagement and ROI.

Contact us today to learn how the Digital Activity Score can elevate your performance to the next level.