The Paid Media platforms give us so much data insight into our audiences and this presentation shows you what information you can obtain and how you can then use it across all the different marketing channels
44. We can also understand what our visitors are
in-market for based on historic purchase data.
45. We have learnt that the highest revenue
generating audience across the site looks like:
Age:
35 - 44
Gender:
Male
Affinity:
Travel Buff
Affinity:
Movie Lover
In-Market:
Travel
In-Market:
Employment
In-Market:
Accommodation
In-Market:
Hotels
Location:
London
46. For every segment you
create, you can see all this
data for that specific list.
47. Create segments for anything you think would
help you understand your audience better.
• All website visitors
• Converting customers
• Site segmentation by product or service
• Highly engaged visitors (more than 2m on site)
• Bouncing visitors and/or Non-converters
• Top referral sources
• Channels
• Basket abandoners
48. How does the data differ by channel? This is
the same data but for Paid vs Facebook.
Age:
35 - 44
Gender:
Male
Affinity:
Home Décor
Affinity:
Movie Lovers
In-Market:
Travel
In-Market:
Autos & Vehicles
In-Market:
Accommodation
In-Market:
Hotels
Age:
35 - 44
Gender:
Male
Affinity:
Travel Buffs
Affinity:
TV Lovers
In-Market:
Travel
In-Market:
Home & Garden
In-Market:
Air Travel
In-Market:
Home Furnishing
Paid Traffic Facebook Traffic
49. Use UTM Tracking to tag all campaigns and
build lists to see the audience breakdown.
• Social campaigns
• Bing Ads
• Content Marketing
• PR
• Advertising
• Etc
https://ga-dev-tools.appspot.com/campaign-url-builder/
57. Using the same list from Google Analytics, we
have additional data on the audience.
Age:
35 - 44
Gender:
Males
Affinity:
Home Decor
Affinity:
DIY
In-Market:
Vans/Mini Vans
In-Market:
Flooring Services
In-Market:
Plumbing
In-Market:
Flooring
Parental Status:
Not Parents
Device:
Mobile
59. 1
3
2
4
5
6
Device
Frequency
Age and Gender
Income & Ownership*
Size & Market Value*
Spending Methods*
7
9
8
10
11
12
Job Title
Lifestyle
Country/City
Page Likes
Purchase Behaviour*
Relationship & Education
60. If a website visitor has a
Facebook profile, Facebook
give you the insight they
have on that visitor.
61. We can see the standard demographic
information such as Age and Gender (18yrs +).
62. Sectors where the audience are likely to work
based on their self-reported data is given.
69. If you are based in the US, Facebook will also
give you the following Purchase insights.
70. And also insights into actual Households that
are tied to the audience segment.
71. Collating all this together, we can get a real
picture of the audience we are targeting.
Age:
25 - 34
Gender:
Male
Device:
Android Mobile
Education:
University
Page Like:
Tip Hero
TV Show:
Game of
Thrones
Food & Drink:
Skittles & Monster
Energy
Movie:
Fast & Furious
Marital Status:
Married
Job:
Management
Apps:
Angry Birds &
WhatsApp
Characters:
Scooby-Doo &
Patrick Star
Location:
UK
Page Like:
Pirates of
Caribbean
Food:
Pizza
Musician:
Celine Dion
72. Facebook also allow us to
create Custom Audiences
to segment lists by set
criteria.
73. Create Custom Audience Lists to see the
different demographic breakdown for each.
• All website visitors
• Site segmentation by product or service
• People who haven’t visited your website in a certain amount of
time
• Your Page Likes
• Interacted with your content on Facebook
• Converting visitors
102. 1
3
2
4
5
6
Name and Image – photographic impression.
Goals & Ambitions - concrete business & personal goals.
Demographics - age, gender, place, marital status, job.
Pain - frustrations, concerns, barriers, challenges.
Media & Device - most used sources or devices.
Biography - narrative of daily life including likes & interests.
103. Help your teams visualise the
different targets by
associating them with a
fictional character.