Audience Data
At the core of every home service business, there are baseline data points that must be found within in every person in every audience we build.
Baseline
- Homeowner
- Home value (not always important but sometimes very important)
- Geographically located in service area
- Income (varies according to product and brand)
Variable Data
These are examples of additional data we pull for audience id that are always in addition to the baseline requirements at the core of all audience identification.
- Intent- there are often audiences illuminating intent to buy the sites they are visiting, content they are consuming and reading, competitor ads they are clicking, etc…
- Search- marketing to people actively searching products and services can be a good bolt-on strategy to build momentum. (Google, Bing, Yahoo, etc…)
- Competitor Enagagement- Serving ads to people visiting competitor sites and visiting competitor locations.
- Trade Show- Often, people frequenting home shows, for example, can drive engagement in audiences looking for products for their homes and pulling those audiences allows us to serve ads while the event is taking place and provides post show marketing as well.
These are just a few examples how we identify people more likely to buy form you. We get ideas from our clients as well and often, our tech stack can find very unique customers segments. That is precisely why we collaborate in an ongoing way with our clients.