Organize audience insights

Consumers reward brands that are relevant to them when it matters most with their purchases, loyalty and brand advocacy. Audience insights are at the crux of resonating with consumers because they hold the information brands need to be relevant. Brands who organize their audience insights and own their customer data will more readily appeal to their audience and improve the impact of their advertising.

  1. Comprehensive data is best

    Data is powerful, but it often comes in silos. Each digital channel and kind of device may have its own set of data. The most powerful audience insights bring all the silos together to represent consumer interactions across channels and screens.

  2. Real-time data is imperative

    When audience insights flow into a system in real-time, insights immediately translate into actionable decisions. In just an instant, an in-market buyer can make a purchase and cease to be in-market. In another instant, a cold prospect can become a paying customer. Keeping abreast of these kinds of changes lets brands optimize their relevance to the current moment.

    When an ad is delivered in real-time to an individual, they are twice as likely to interact with it.
    - "Media Economy Report," Magna Global, 2014.
  3. Relevance comes easy when audiences are precisely defined

    With a strong data foundation in place, brands can precisely define the audience they want to reach, making it easier for them to be relevant.

Top draws to programmatic buying

- “The Programmatic Revolution: How Technology is Transforming Marketing”, Advertising Age and DoubleClick, September 2014

Why it matters

Audience insights matter because they boost advertising impact by fostering relevance. They help brands understand who their ideal audience is and what will resonate with them. They empower brands to convert their understanding of an audience to a precisely-defined, targetable segment. Then, when brands use programmatic buying to activate a segment, the data underlying the audience insights can inform media buying one impression at a time. The resulting ad impressions have a level of relevance that inspires people to take action.

Advanced targeting techniques deliver major improvements in both consumer engagement and campaign performance, with advertisers seeing an average improvement of 32 percent in cost per action (CPA).
- "Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Advertising," The Boston Consulting Group, September 2014

How to succeed

Follow these guidelines to get the most complete view possible, keeping in mind that a specific solution will vary based on your unique business needs:

  1. Gather your audience data

    Invest in a tag management system that can gather your audience interactions across all touchpoints. Use a system that can associate engagement data from multiple devices and sessions to help you uncover audience insights. This will ensure a unified view of the customer across your interactions with them, as well as accuracy of first-party data.

  2. Organize audience insights for a cross-device, cross-channel view

    Work towards a comprehensive view of audience engagement by aggregating your data sources, such as digital analytics data, offline data, CRM data, campaign data, first-party and third-party data. Use real-time data whenever possible. Each interaction the audience has with a brand will make it smarter than the last, so start by taking advantage of the data you currently have available, and build from there.

  3. Analyze for instant action

    Regularly analyze audience, creative and media insights to learn what's working and what's not. Choose an analytical tool with attribution modeling in order to see which channels are most successfully engaging audiences. Compare campaign performance across channels. Further, explore which audiences are the most profitable, which audiences engaged the most with a campaign and which creative units resonated with various audiences. Act on the insights by iterating on the audience strategy, creative strategy, media strategy, or all three.

Case study

See how KLM Royal Dutch Airlines improved ROI with organized data

  1. KLM Royal Dutch Airlines

    KLM Royal Dutch Airlines prides itself on being at the forefront of the European airline industry serving 20 million passengers annually. Since 2011, the company has been an early adopter of programmatic buying. KLM unified its programmatic buying with DoubleClick Digital Marketing and uses the platform to drive sales, attract new audiences and build its brand. KLM likes the control of costs, effective campaign setup, the control that comes with metrics like viewability, and the ability to run rich formats. It uses the platform to organize its first-party and third-party data, which empower a differentiated approach to digital advertising. Overall with programmatic buying, KLM has improved the efficiency of their media spend, decreased CPA by 50% and increased ROI by 200%.

Executive summary

Step 1 - Organize audience insights

Be relevant in the moments that matter by organizing audience insights, owning customer data and appealing to what the audience wants. Consumers will respond with their purchases, loyalty and brand advocacy.

  • Gather your audience data using a tag management system that can gather your audience interactions across all touchpoints.
  • Get a cross-device, cross-channel view by aggregating insights from historical and real-time sources of insight including digital analytics data, offline data, CRM data, campaign data, first-party and third-party data.
  • Regularly analyze audience, creative and media insights to learn what's working and what's not and take instant action to improve campaign strategies.
  • Step 2 – Design compelling creative
  • Step 3 – Execute with integrated technology
  • Step 4 – Reach audiences across screens
  • Step 5 – Measure the impact

Great marketing starts and ends with the audience

A strong foundation of audience insights is critical to programmatic buying success. The efforts that brands invest in understanding their audience, such as getting audience data, organizing insights across channels and screens, and analyzing for instant action, will help them be relevant when it matters most. Consumers will reward this relevance with their purchases, loyalty and brand advocacy.

A guide compiled by