Great marketers realize it’s time to push beyond optimizing channels, to optimizing audiences.
Remember the people?
As digital marketers, we have found ourselves with no shortage of data. That’s not new news. The expectation continues to be that digital channels will be highly optimized because the data exists to make it so. While that’s true, it also tends to trap digital marketers into having to spend all their time working solely on the detailed mechanics of specific channels. Did my landing page conversion increase by .02 percent? Did we reduce the cost-per-acquisition of our search campaign? What can get lost in all this optimization is the focus on the human beings who use those channels and interact with your brand.
We say it’s time for a change.
It’s time to move beyond asking questions like ‘how is my paid search program doing?’ That’s not a bad question. But we need to start asking bigger questions like ‘how are my high-value loyalists doing?’ and ‘how are we doing on gaining share of the savvy saver mom audience?’ It’s time we start learning and measuring our successes and failures in marketing against the audience segments that matter.
With Core Audience, the analytics are about the audience.
Our platform provides audience-oriented views of the data, and applies mathematical models to help you score audiences. We can help you measure audiences with:
- Integrated audience scoring models – track user behavior and apply scoring criteria to users based on interest and intent
- Audience reach and overlap reporting – know what audience scale and reach you are building across your bought, earned and owned media platforms, and track the overlap of segments against each other
- Interactive, flexible dashboarding – see anytime, anywhere, and at-a-glance, see how your marketing efforts are performing, and see how they stack up against your audience segments
To learn more about how you can elevate your own measurement discussions from channels to audience analytics, simply contact us today.