Audience Data
Retail companies have hit particularly hard by technology changes and a tightened regulatory environment. Marketers have been largely relegated to to geo fencing and other generic baseline categories. While some of that needs to be present in the baseline, they do not signal intent, likelihood of purchase or frequency. Put-Thru’s tech stack delivers all of out in the audiences we target and build.
Baseline
- Location
- Income
- Hobby/behavior
Variable Data
Retail intent should be viewed and approached as two different and very distinct audiences. One is customer acquisition, the act of acquiring a first time or infrequent customer. The other audience focus on increasing frequency of visit.
Customer Acquisition Intent
- People who visit competitor or similar locations
- Historical frequent visitors to recently closed competitor
- Frequent visit to store location/location area
- Online behavior and search
- Similar product/competitor product
- Content and website visits (visiting comp sites and/or reading about product category)
- Search keywords (Bing, Yahoo, Google)
High intent data illuminated through campaign activity
Frequency Audience
This audience has already purchased in store, online or have physically visited your location(s). Here is how we identify these audiences to serve them ads and increase frequency of purchase.
- Pull audience of online buyers, abandon cart and people who have visited the site with frequency
- Pull audience of people who have physically visited store
- Target hit intent data form campaign analytics and results
These are just a few ways we pull the audiences for campaigns but there are many more and we love to hear our clients ideas surrounding how we can best identify high-likely buying audiences. Our tech stack delivers the ability to pull audiences in virtually any way we agree makes sense.