Mike Rowan, President, Founder @KPItarget
This article originally appeared on Forbes.com.
How specific do you want to get when targeting the audience for your next marketing campaign? The availability of seemingly endless data is taking targeting to the next level — if you know how to use it.
We don’t need to tell you about the benefits of personalized marketing. By now, you likely know that it not only works, but it’s often expected. It’s also not without its challenges. Personalization can be downright difficult to get right, but layered data can help you come closer than ever.
Assuming you have your messaging and creative under control, layering different categories of data can help you successfully pinpoint a precise audience. How precise? We’ve come a long way from targeting audiences like “millennial mom with a college degree.”
These days, you can get hyper-specific using data on everything from credit card transactions and purchase information to geolocation and app usage. Imagine a Venn diagram, where every category of data represents a circle. The more circles you overlay, the smaller and more specific the overlapping center will become. The center of the diagram, of course, represents the bullseye: your target audience.
Let’s dig a little deeper to see how it works by taking a look at a B2C campaign we recently launched for an antibacterial skin cleanser. In this case, we targeted three main audiences: moms, caregivers and wellness enthusiasts.
Before you even think about leveraging data, it’s crucial to spend time defining your audience. In this case, we were trying to reach health-conscious women who are fitness enthusiasts. We wanted to connect with women who are interested in personal care and health and beauty products, and who gravitate toward premium food outlets for their healthier food options.
Be sure to dedicate appropriate effort to messaging and creative that are tailored to the audience you’re trying to reach. Without personalized messaging that resonates, reaching exactly who you’re trying to target won’t do you much good.
Here are the data sets we used to help define our audience:
If you’re running a programmatic marketing campaign, this is when the fun really starts with layering data. But first, you have a decision to make. How hands-on do you want to be with your campaign?
You have three options:
Layering data can work equally well for B2B companies, though the data sets will look a little different. But how exactly do you pull off this layered data approach?
You can purchase data sets from second- and third-party sources, which you can layer with your first-party data. You can then manually overlay all of that data in spreadsheets. Or you can build your own platform to manage it all. You also could team up with a demand-side platform or an agency to execute the campaign for you, based on the target audience that you’ve defined. Whichever route you choose, layering data sets is a highly effective way to take full advantage of the promise of personalization.
If you’d like to chat about hyper-targeted marketing campaigns, contact me at firstname.lastname@example.org.