Stop and think. Where did the definition of the target audience you are currently working to actually come from and how often is it revisited. When asked directly most marketing people don’t know.
The target audience definition can be a little like internal folklore, handed down from generation to generation of marketing departments. Audience mapping describes a methodology for drawing a target audience definition from dynamic and real time on-line audience behaviour.
There is clearly a benefit form measuring and observing the behaviour of real users rather than questioning a small number of people and extrapolating the results.
Across digital channels there is a huge amount of data about the audience that is not recognised as valuable. Cambridge Data loves drawing insights from existing data because it typically surprises and delights our clients in equal measure and acts a great platform to predict the outcome of adjustments in marketing activity.
To define a target audience, we use insights from the existing data and add richer data points like language, geography, navigation between channels and competitor behaviour. Since the target audience unpins so many decisions across the marketing mix, making it more relevant to real customers gives real opportunities to optimise the marketing spend.
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