What Does It Mean to “Know Your Audience?”

November 3, 2015 by Aimee

By Tessa DeCandido

The MediaCrossing team engages with lots of different clients across a variety of verticals. But every client always has one goal in common: they all want to know who their audience is and how they can reach that audience digitally. MediaCrossing has a methodology in order to answer that question and achieve that exact goal. We call it MXology.

Our MXology approach always starts with a learning phase. That is, what do our clients already know about their customers, and how can we apply this knowledge to their digital campaign?

We start with deep-dive strategy session between our team and the client’s. We talk about their goals and objectives, because more than anything, we need to understand what they’re trying to achieve with the campaign on which we’re collaborating. We also need to know if they’re running other campaigns, and in which media channels and markets. We need to know what they’ve done in the past and how those campaigns performed, as well as any current messages or promotions they have in market today.

Most importantly, we need to know what they already know about their customer.  Are we looking to reach parents, professionals, local residents, aficionados, top tier spenders or enthusiasts? Is our target  “Moms 29-45 Shopping for Diapers” or “High Income Finance Professionals In-Market for Running Gear”? Our targeting capabilities span tens of thousands of characteristics, behaviors and interests. The list goes on and on…

…And ultimately it goes online. Meaning, the method of profiling an audience is influenced by our client’s knowledge, but eventually shaped and dictated by online data and our methodology of dissecting that data.

For all of our clients, we place a tracking pixel across their site in order to detect users visiting and interacting with any and all pages. We know which types of users visit a particular page versus which actually convert. We know tens of thousands of characteristics that define them, from their guilty pleasure of buying a new designer bag every month to their professional career as an accountant.  And we use all of this data to not only build a profile of the client’s audiences, but to map those audiences as they move through various stages of the sales funnel.

At the end of the day though, it’s the campaign that really tells us who the audience is. We can collect data and build profiles all day long, but eventually we want to ensure that those newly developed audiences are positively interacting with the campaign and taking the desired action. The end goal is always getting that user to engage, interact and act, and the closer we can get to achieving that goal, the more confidently we can say we found your audience.

Filed Under: digital advertising, Blog, data-driven marketing, digitalmedia, mxology, Programmatic

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