Part 2 of NexTargeting Webinar: Building Audience Insights
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Part 2 of NexTargeting Webinar: Building Audience Insights
- 1. Building Audience Insights part 2 The Progression to Findings Presented by Marc Rossen Director of Media Strategy and Analytics, [x+1] February 10, 2011
- 6. Step one entails building our base set of actionable data Actionable Data Finding Insight Action
- 12. Audience Segments aggregate multiple characteristics The client has 36 discreet audience segments across GEO, Income, and IPA Audience Segment
- 15. Step two entails using our data to build findings Actionable Data Finding Insight Action
- 16. Looking at the attribute level performance we can better understand what drove performance DMA Income Class Income Producing Assets (IPA) US Region
- 26. Step three entails using our data to take insights to actions Actionable Data Finding Insight Action
Notas del editor
- Painting a picture is traditionally done through an additive approach but like and gourmet chef knows reductionism produces fascinating results. We need to take a reductionist approach because we have to start by looking at the entire internet audience. Through our POE engine we determine which characteristics best define a customer. Bringing together these customer level characteristics allows us to “reduce” the entire internet population into your customer base. 02/16/11
- Once you have the correct color palette selected (or in our case attributes that define a customer) you need to determine who to use the colors appropriately across the canvas. With an audience not all customers are created equal. Hence we need to group our attribute set into different groupings just like we might paint a house on the left side of a canvas with one grouping of colors and a lake on the right side of the canvas with a different grouping of the same color palette. 02/16/11