Audience Segmentation & Targeting

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Every successful business is built on a strong audience strategy – the road map for who the business will focus on, how they will position the brand with them, and where they will reach them to maximize growth.

 

A well-defined audience strategy ensures that brands direct precious resources to segments of the market with whom they have the most permission to succeed and therefore are most likely to purchase their product or service. As a result, an audience strategy helps brands maximize their potential.

While developing an audience strategy may seem like a relatively straight forward process, the best audiences are frequently not the most obvious choices. More often than not, the best audience strategy is not defined by a demographic or even a behavior. Rather, the best segments are frequently the ones that share a unique need, exhibit a specific set of attitudes or requirements, or share an experience. The key to a successful audience strategy is identifying these segments, determining which ones the brand has permission to succeed with, and installing a plan to reach them efficiently and effectively.

ENGINE builds audience strategy from the ground up. We start with the core need your product and surface is focused on resolving or addressing, focusing on understanding who in the market exhibits that need (and who doesn’t). We then layer in propensity to act, looking specifically for audiences who exhibit some propensity to act on this need (because not all do). Our goal throughout is to understand who these people are, what makes them tick, and where to find them.

Success Factors

Successful audience strategies share several things in common:

1. They are needs based.

While they may include a demographic or behavioral component (e.g. age, income, past purchase habits, etc.), their foundation is typically an attitude, expectation, or need the brand is uniquely positioned to address.

 

2. They are hierarchical.

Brands typically have varying degrees of permission to succeed – while they may have permission to succeed with multiple segments of the market, some segments present a greater opportunity for succeed than others. Successful audience strategies embrace this opportunity not only by allowing the brand to align its value proposition with the unique needs of each of these segments, but also by driving resource decisions and performance expectations with each of these segments.

3. They are connected.

Too often, powerful audience strategies are watered down by attempts to translate the strategy to media platforms with different data ecosystems. The best audience strategies only reap rewards for brands that find effective ways to activate them efficiently and effectively.

 

4. They evolve.

Progressive brands are committed to learning from doing. As such, measurement systems are in place that enable the brand to evaluate their audience strategy and optimize it accordingly.

ENGINE Helps Identify and Target the Right Audience.

ENGINE helps brands (and their agencies) develop data-driven world class audience strategies. Guided by a proven framework, we help identify segments of the market with whom the brand has the greatest chance of success, prioritize these segments, and align the value proposition to each of these segments. Relationships with thousands of publishers through ENGINE Media Exchange (EMX), enable us to assist brands in reaching these segments without suffering from the waste or loss of scale that traditional audience strategies are typically subject to.

All this is powered by subject matter expertise, multi-source data strategy, and predictive analytics prowess. ENGINE moves organizations along the audience strategy maturity continuum, ultimately driving ROI for brands and their agencies.

ENGINE’s Solutions

Learn more about ENGINE’s tools to help you with audience segmentation and targeting:

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