Why brands are seeking more nuanced, humanized audience segmentation for campaign success
Laura Goldstone, senior director, communications and branding strategy, AdDaptive Intelligence
Despite the hard work brands put into running ad campaigns, too many post-campaign reports simply offer basic, standalone metrics such as impressions and clicks-in-aggregate. These standard reporting frameworks may show whether or not the advertisers hit their KPIs but often leave out the insights that tell them how or why. Naturally, this leaves many teams feeling unequipped to benchmark success and adequately prepare for the future.
This scenario is familiar to many if not all, advertisers. Campaign reports may highlight how successfully advertisers reach their target audience, but without a strategic conversation about context, that data will likely fail to be actionable.
Brands need high-quality segmentation insights to understand the meaning of their data.
Moreover, as brands dig deeper into data, they may notice that their audience’s preferences have transformed and evolved. What worked before may no longer be effective. In response, advertisers are turning to solutions that offer comprehensive analytics and strategic insights to uncover the contextual components of audiences and bring this complex data to life. This is helping brands see real-life people in a sea of “consumers.”
Brands that fail to understand the human side of their data risk wasting time, resources and money in their advertising campaigns. Gaining a nuanced view of their audiences’ preferences, behaviors and experiences is vital for effective segmentation and messaging that resonates with every buyer.
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