Any business media or entertainment can take the lead in audience intelligence with a plan in 8 easy steps. The plan is detailed in a new white paper entitled “Play to Win in Public Intelligence”
Here’s a quick overview of the 8 steps.
Those are the most important things to know about each step:
- Set your goals and KPIs
You can not monetize it you can not measure, so that the first step to profitable public intelligence is to define your goals and key performance indicators. want to acquire new subscribers, lower churn, measure net additions, or to focus on the lifetime value of customers? Anyway you define success in, tie it to a metric or set of parameters that you can report on and integrate into a data warehouse.
- Build your data warehouse with good sources
You want a data warehouse that collects all your best all data sources and organizes the information by anonymous unique identifiers for each customer or potential customer. Sources right for you will most probably include data from online interactions that people have with your brand on all screens – smartphones, tablets and desktop computers. You pull into the data you already know, as the data in your CRM systems, and combined with the data you have acquired partners or data brokers. The data that you acquire will allow you to overlay rich attributes about your audience so you can better understand them.
- Identify and segment the most valuable public
If you make the first step to the right, you will easily be able to create a audience segment that is so specific and accurate as when you customize experiences for the segment, each user in the segment will feel like you ‘have customized experience for them.
- Reaching the audience with personalized content
In this step, you show your most valuable audience segment how you know by delighting them at every point of contact. You customize your smartphone applications, mobile sites, office locations and OTT applications for them. And your emails always contain content recommendations for them.
- Engaging the public with personalized campaigns and offers
In step 3, you delighted audience with your personalized content on your owned and operated sites and applications. In this step, you are going off-site and customize your campaigns and personalized digital marketing offers to provide return viewers to your sites and applications and convert casual visitors into loyal fans.
- Is modeling lookalike to find more of these valuable fans
Here, you can increase the number of consumers in your segment the most valuable audience likeness of modeling and digital marketing campaigns. Digiday reports that using simple look-alike modeling in media buying results in double or even triple the standard targeting results.
- Measuring the effectiveness of content and campaigns for the public
You data warehouse provides a single, detailed view of your audience. This unique and detailed view can be used to glean profound ideas in things like what drives loyalty and purchase.
- Repeat and continuously improve insight loop
As you put intelligence in public practice, you will be part of an improvement cycle continues that you can apply to multiple audience segments. Whenever you measure efficiency, new opportunities emerge. You can see when new data layers can help you, what things you should do more, where to find new customers, and things you need to fix, too.
If you follow the 8 steps outlined above, you’ll master the game of public intelligence. To understand why this plan works in 8 steps, get your free copy of “Play to Win in Public Intelligence.” It covers the high-stakes game of finding your most valuable audiences and provides strategic information you need to succeed.