What is Audience data and how does it work?
- Audience data - definition and sources
- What audience data can bring to digital marketing?
- OnAudience data is compliant with GDPR and CCPA
- Case Study: Audience data in action
88% of the US digital display ad dollars will be based on audience data and transacted programmatically, eMarketer reports. As the world’s internet population is growing rapidly, data that is flooding online is getting bigger every day. By the end of this year, there will be 40x more bytes of data than last year, DOMO predicts.
There is a powerful infrastructure on the market that has technologies to process tons of data. In 2018, advertisers increased their spending on data by 26.6% compared to the previous year, and the global data market reached $26.0 B in 2019, according to the “Global Data Market Size 2017-2019” report by OnAudience.com. We can surely conclude that advertising market members rely on Big Data solutions more than ever before.
The most successful marketers direct their ad budgets into programmatic technology, which thanks to automatic processes brings instant results in terms of brand awareness, customer network extension, and revenue. What makes them so confident about their future investment and where they get information from? They have own data sources.
Audience data - definition and sources
Audience data is combined, detailed information about your target audience’s online behavior. This is a basic start in terms of targeting campaign. The more you know your customer, the more relevant your offer is to him or her. Hyper-personalization is on a top of marketers' mind right now, as the users get used to the personalization concept and actually even expect to see the tailored ads instead of a random ad.
83% of users are willing to share their personal information in order to receive personalized customer journeys and speed up online actions, Accenture study reveals.
Those who are ready to cooperate with marketers and advertisers give their consent to store and process their data, in platforms, such as Data Management Platform (DMP). This is a great place to collect browser data about your target audience, activate data, generate advanced behavioral reports. Thanks to automatic procedures executed in real-time via the programmatic model, you can observe how your campaign is running and take optimization actions right away.
For tech-savvy marketers as well as data scientists, we have a source for raw data that we offer via Data Stream service. This is a portion of unprocessed behavioral information out of user browser behavior that includes users’ demographics, interests, current intentions, timestamps of their online activities or geolocation. We divide desktop and mobile data by browser and application, which comes from different sources - cookies and MAID, respectively.
What audience data can bring to digital marketing?
There is plenty of methods for data collection that you can use for your business needs. Choose the DMP provider that offers high-quality services with all privacy regulations kept. OnAudience.com DMP stays compliant with privacy regulations so all your data is secure and automatically anonymized.
Let’s see how you can use the collected data:
- Target audience accurately with high-quality data
Thanks to precise data collection and segmentation, you can create a personalized marketing message for your target groups.
- Create audience segments for targeted ad campaigns
Stored data lets you set your own segmentation rules that represent characteristics of your target audience and then use custom segments in the campaign.
- Increase the ROI of your digital campaigns
Thanks to collected audience data you can reach a relevant group of users with high-quality content, at the right time which helps you increase ROI.
- Discover unique insights about your audience behavior
You can analyze stored data to learn what stands out your customers of the selected Internet users group by generating audience reports with a precise analysis of your visitors.
- Find new ad audiences that match your current customer profile
First, collect your data and second - find the digital twins of your best-converting users by looking for similar characteristics among all the users. As a result, you can expand your customer network with new clients.
- Eliminate ad fraud and non-human traffic
DMP algorithms identify bots on your webpage by analyzing your visitors' browser history or time spent on the website. Discovered bots are eliminated automatically so you don’t waste your campaign budget on bot traffic.
Not sure how to start collecting data?
Find out how the DMP will help you.
OnAudience data is compliant with GDPR and CCPA
This is highly important to offer reliable, safe and compliant data services, that’s why data privacy is a matter of strategic importance for our company. That is why we offer only non-personally identifiable information. The data is stored and processed on our DMP OnAudience.com, where it is always subjected to the anonymization process. Data that comes from cookies or MAIDs is getting automatically anonymized by giving a random alphanumeric sequence, thus stored information is impossible to tie with a person who the cookie file belongs to.
Case Study: Audience data in action
To show how high-quality audience data works in practice, let’s take a look at a case study of a campaign that took place in Poland in 2019.
“I vote for love” is a campaign aimed to encourage participation in the last year’s Polish parliamentary elections and vote for candidates, who support equality and the LGBTQ+ community.
The main goal of the campaign was to reach people open to LGBTQ+ and drive traffic on a dedicated landing page, where users could find information about pro-equality parties, politicians and sign a declaration of equality.
In order to reach the right target group, a dedicated custom segment was created by our data scientists and used for campaign purposes. As a target audience, we choose people who are interested in LGBTQ+ and also those, who are aware of social problems and want to be engaged in social activities that support equality. We looked for profiles that recently - maximum in the last 14 days before the campaign - read, watched or searched for content about LGBTQ+. After analysis of profiles, we built a segment that includes over 1,4 million Unique IDs, both desktop and mobile. An average viewability in the programmatic campaign was equal to 61,7% and retargeting post-view conversion rate - 19,46%.
Audience data is a powerful tool that is getting more popular and beneficial especially with the rapid development of modern Big Data technologies. Programmatic modeling allows running targeting campaigns automatically. Fueling platforms of the programmatic chain with reliable audience data you’re able to raise your brand awareness, increase your customer network and earn revenue even more than initially assumed.