The Digital Consumer Journey, Pt. 3
Welcome to Part 3 of the Digital Consumer Journey. Next, we take a quick look at building up database segments and how we can hyper-target those segments to effectively move consumers through the funnel. Review Part 1 and Part 2, then dive in!
Database Building/Segmenting – Part 3
Once proper data points have been implemented, we can build multiple database segments with corresponding data points. As an example, we might build a segment for prospects who received the following: CTV impressions, clicked banner ads, or visited 2 or more pages on the website. In addition to these impression/interaction data points, we can also layer on behavioral, interest, contextual and demo data into the segment – which might look something like so:
Engaged Prospect – Millennials – Male – Hispanics
- 18-29 years old
- Hispanic male
- CTV impressions = 1+
- Banner impressions = 1+
- Banner clicks = 1+
- Website visits = 1+
- Pages/visit = 2+
Hyper Targeting with Personalized Ads
A proper database and segment building will allow us to not only serve the most relevant messaging but also dynamically serve different images, CTA variations, and more – based on the corresponding segment. For instance, if we were using the previously shown example, we know the consumer has seen: our brand on TV, had enough brand recall, interest to click a banner ad, and engaged with the website by visiting multiple pages. With this information in mind, we can serve the appropriate next action ad, such as an offer to help drive through to conversion.
In addition to serving the next desired action ad, we can also strongly serve content that is relevant to the specific segment. If we were using a lifestyle shot in the ad, we could effectively insert an image of a millennial Hispanic male into the ad to increase the relevancy to the consumer. Now we are showing the consumer the next action with an offer and utilizing imagery and messaging that speaks to the consumer on a personalized level.
Below are some examples of additional data points we might include in a segment:
- Family makeup
- Homeownership status
- Marital status
- Product viewed
- Shopping cart interaction
- Website content consumed
Proper segmentation of data allows us to hyper-target our prospects through the consumer journey with the most relevant and effective content.
In our next post we will look at how to optimize segments and ads to maximize performance.