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BizReport : Advertising : May 01, 2014

How to better use audience data to target

We are seeing more and more local brands spend more on advertising to stay relevant and top of mind with their local consumer base. At the same time more national and regional brands are pushing dollars into the local ad space. All of this attention could cause a glut and have consumers turning away - unless the targeting is right.

by Kristina Knight

Many advertisers are sitting on tremendous amounts of data, but are not sure what to do with it. The first step brand advertisers should take is to strategize how to bring their offline data online.

"They should test various offerings or consumer messages with different audiences. The beauty of digital is the ability to try new things with little risk. Mobile location data has never been more precise or abundant, re-targeting is readily available, and local publishers are sitting on a wealth of first-party data from their local reader base. Brands can keep pushing the envelope with different tactics to build loyal customers," said Katie Risch, SVP of Publisher Development, Centro.

From there, brands need to focus on retargeting those shoppers who may have visited but not purchased a product. This can be done through retargeting campaigns as well as weekly/monthly 'offerings' to email and other lists.

Finally, Risch says it is time to look to cross-channel and device attribution so that brands can 'see' how their customers are arriving on-site and from which devices.

"Local sales organizations who are talking to advertisers about integrated (device and channel) campaigns are one step in the right direction. Advertisers will win on the cross-channel and device attribution front by continuing to develop products and services with features such as enhanced dashboard reporting, becoming well-versed in web analytics and utilizing real-time bidding for direct-response focused campaigns," said Risch.

Image via Shutterstock

Tags: advertising, advertising data, audience data, Centro, data targeting, shopper data

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