Audience Data
In consumer services, there are 2 audience segments we focus on that both give us a competitive advantage. That said, there are still some baseline data points found in every audience for these services we build. The specifics of each vary form client to client and are discussed and agreed to with client.
Baseline
- Location
- Income/wealth
- Distinctly In market (already using the service somewhere else) & Distinctly NOT in market (new to area, new customer to product category, etc…)
IntenT
Intent data combined with behavioral data are almost always sequiturs to conversion. We have many unique ways to identify high intent and we can almost always find unique segments our client wants to pursue. Here are some intent approaches we have used successfully;
- Physical visitors of competitor locations
- People searching for your competitors and/or your service online
- People who frequently purchase the service
- People who buy services for others (family, spouse, etc…)
- Events timing (birthday gifts, hospital visits, teenagers turning 16, etc…)
- High intent data illuminated through campaign activity
There are far too many to mention as the audience for an insurance agent will vary from that of a med spa but the approach to driving conversions and the attribution modeling is very similar.