8 Steps to More Profitable Audience Intelligence

Any media or entertainment company can take the lead in audience intelligence by following a simple 8-step plan. This plan is laid out in detail in a new white paper titled “Play to Win in Audience Intelligence.”

Here’s a quick snapshot of the 8 steps:

Here’s the most important things to know about each step:

1. Define your goals and KPIs

You can’t monetize what you can’t measure, so the first step to more profitable audience intelligence is to define your goals and KPIs. Do you want to acquire new subscribers, decrease churn, measure net additions, or focus on customer lifetime value? Whatever it is that you define success by, tie it to a metric or set of metrics that you can report on and incorporate into a data warehouse.

2. Build your data warehouse with the right sources

You want a data warehouse that brings all your best data sources together and that organizes the information by anonymous, unique IDs for each customer or prospective customer. The right sources for you will most likely include data from online interactions that people have with your brand on all screens — smartphones, tablets, and desktops. You’ll pull in the data that you already know, such as data from your CRM systems, and combine it with data you’ve acquired from partners or data brokers. The data you acquire will allow you to layer in rich attributes about your audience so that you can understand them better.

3. Identify and segment the most valuable audience

If you do step one right, you’ll easily be able to create an audience segment that is so specific and accurate that when you personalize experiences for the segment, each individual user in the segment will feel like you’ve personalized the experience to them.

4. Reach the audience with custom content

In this step, you show your most valuable audience segment how well you know them by delighting them at every touchpoint. You personalize your smartphone apps, mobile websites, desktop sites, and OTT apps for them. And, your emails always include content recommendations just for them.

5. Engage the audience with custom campaigns and offers

In step 3, you delighted your audience with personalized content on your owned and operated sites and apps. In this step, you go off-site and personalize your custom digital marketing campaigns and offers to bring viewers back to your sites and apps and turn occasional visitors into loyal fans.

6. Do look-alike modeling to find more of these valuable fans

Here, you can expand the number of consumers in your most valuable audience segment with look-alike modeling and digital marketing campaigns. Digiday reports that using simple look-alike modeling in a media buy results in double or even triple the results of standard targeting.

7. Measure the effectiveness of content and campaigns for that audience

You data warehouse provides a single, detailed view of your audience. This single, detailed view can be used to glean deep insights into things like what drives loyalty and purchase.

8. Repeat and continually enhance the insight loop

As you put audience intelligence into practice, you’ll be part of a continuously improving cycle that you can apply to multiple audience segments. Each time you measure effectiveness, new insights will emerge. You may see where new layers of data can help you, what things you should do more of, where to find new customers, and which things you should fix, too.

If you follow the 8 steps laid out above, you will master the audience intelligence game. To better understand why this 8-step plan works, get your free copy of “Play to Win in Audience Intelligence.” It covers the high-stakes game of finding your most valuable audiences and provides the strategic insights you need to succeed.

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