A Walkthrough of Establishing Effective Audiences

Data - It's not about knowing what a single person will do in each scenario, but instead having a strong inclination as to what a group of people will do in most scenarios. 

• Unknown Quote

Audiences come in all shapes and sizes. Slicing and dicing similarities and points of interests of an audience is extremely helpful when looking at ways to expand an audience and to target an audience with more efficiency. Audience modelling is a powerful tool in a marketer and business’s playbook and can be leveraged across platforms.  Knowing your buyer, or target market, is one of the most important things in a marketing strategy. If you understand that market, placements and messaging follow. Creating and continuously developing audience models allows for getting a continuously better understanding of that buyer that keeps your business’s doors open. Let’s explore some FAQ’s around Audience Modelling and Lookalike Audience Generation.

What Platforms Do Lookalike Audiences Apply To?

The platforms we utilize are some of the more standard digital platforms for first party audience creation and activation, including Google, Facebook/Instagram, Snapchat, Microsoft/LinkedIn and other popular DSPs and OTT platforms. Each platform matches and lookalike audiences a little differently but arrive at nearly the same end goal. Aside from the platforms, DMP’s provide a business with a cross-platform approach to audience modelling. 

What Kind Of Audiences Do We Look For? 

When creating audiences, we are looking at behaviors that tell us something we can act on. We’re looking past the just general visitor lookalike, rather we’re looking for impactful events or actions. Let’s say you’re website is about content consumption, then the lookalikes we’re look for are based off of an audience that spends an x amount of time on the website, visits multiple article pages, downloads a piece of content, or subscribes. If your a business that is looking to sell something, we’ll take a look at purchase events and build off of that in order to make sure our audience is built off of in-market behaviors at the foundation. 

What Kind of Data Sources Can Be Used For Audience Modelling?

There are are all sorts of audience sources that can be utilized, including Analytics Platforms, Website Cookies, etc. You can also use email addresses, mailing addresses and more. Offline events such as sales information and CRM's provide just as much information on your customers to build off of.