Mastering Audience Intelligence: How Prescriptive Modeling Transforms Agency Brand Campaigns

Mastering Audience Intelligence: How Prescriptive Modeling Transforms Agency Brand Campaigns

I recently had the pleasure of participating in a webinar, “Mastering Audience Intelligence: How Prescriptive Modeling Transforms Agency Brand Campaigns.” The event was hosted by my colleague, Adam Woods, CEO of Choozle, an omni-channel digital advertising platform that leverages detailed consumer data to power programmatic advertising campaigns.

We described how we’re revolutionizing audience intelligence to drive more precise targeting and maximize campaign effectiveness.

Revolutionizing Audience Engagement

Based on our proprietary machine learning and data modeling, Causeway Solutions provides clients with a detailed, comprehensive view of their key audiences.

Our models create better audience targets. We start with demographics, lifestyle and consumer behavior data. We leverage machine learning using advanced AI. Then we score each individual to predict their likelihood to a view or behavior.

The audiences are organized into groups based on their likelihood to take an action or believe in an idea.

• Those who need persuasion to take action by appealing to logic and emotion.
• Those who are open to action but need a reminder to act.

Advanced persona development entails a paradigm shift by embracing three-dimensional representations that reflect the intricacies of target audiences.

• Introduce personas on a multi-dimensional axis.
• Capture the nuanced variations among individuals not just who is in and who is out.
• Consider consumers’ willingness to take an action.

• Identify the groups who won’t benefit from messaging and save marketing dollars:
  

  • 1. Consumers who would act without influence
    
    
  • 2. Consumers who are too difficult to influence

We help identify groups who will not benefit from messaging and spend more on consumers who can be influenced.

An example from a political campaign is Stephanie P., a voter who needs to be persuaded. Target her with “Cares about You,” messages on Foreign Policy and Domestic Safety.

Meanwhile, Martin R. is on your side but needs to be motivated to vote. Target him with a leader theme on Foreign Policy and Domestic Safety messages as well as Urban Renewal.

For a retailer client, we can support them by reaching and converting shoppers.

Susan is a retail shopper, but she really doesn't have a strong opinion regarding store A or B. The appeal to this shopper is the benefit of joining. Tell her you have what she is looking for to persuade her to choose you.

Rachel is a big fan of Store A, but she is not planning to shop. For her to act she needs a reason to come to the store. Give her an offer that motivates her to take action.

Acquisition Analytics

As a leader in Acquistion Analytics, Causeway Solutions helps clients to create more precise buyer personas. We develop advanced buyer personas by:

• Collecting information through direct customer feedback and/or conducting surveys.
• Identifying trends and customer pain points by monitoring social media.
• Turning your raw data into actionable insight using prescriptive modeling, advanced AI and machine learning.

Key components of buyer personas:

• Demographics, professional status, education and more.
• Psychographics include personality, interests, values, lifestyles and attitudes.

Information and Influencers

We also help clients understand the consumers’ sources for information and important influencers.

• What are the preferred news sources, websites, blogs and social media?
• What events or conferences do they attend?
• Which industry leaders do they look up to and who are the influencers they trust?

Customer Challenges

In addition, we identify the problems that consumers are trying to solve.

• Incorporate the challenges they’re facing, obstacles, friction points, areas of frustration and inconveniences.
• Know the customer's pain points to create solutions that address their issues.

Improve Responses Without Increasing Your Budget

Causeway Solutions provides highly targeted audiences and strategic insight on how to interact with each audience. These insights provide you with a customized path to achieve your goals without increasing your budget by identifying the most valuable targets for messaging.

Our data analytics combined with high-value media channels help you reach the right audiences to maximize marketing strategies and business goals. Email [email protected] to learn more.

William Skelly is founder and CEO of Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Bill serves as advisor with some of the nation’s most influential organizations—from grassroots public affairs efforts to U.S. Presidential campaign strategies. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at Causeway Solutions.