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How to segment, target, convert: the art of data-driven marketing
Boost your digital campaigns with segment data
In the digital advertising world, targeting is all about leveraging data gathered from users across online platforms (websites, apps, social media, etc.). This data offers a detailed snapshot of users' profiles and their content consumption, helping you define and reach the right audience. By analyzing factors like socio-demographics, user behavior, and interests, you can create precise, high-impact targeted campaigns.
To make the most of this valuable resource, data is “segmented” into data segments -groups of people who share common traits.
Adopting a data-driven strategy for your digital campaigns means you can craft personalized messages that speak directly to the specific segments that matter most to your brand. This approach ensures maximum impact and boosts the performance of your digital communication!
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What are the most effective types of segment data?
The most effective segment data in digital marketing are those that allow precise, relevant targeting based on your campaign goals. Whether you’re a national, regional, or local advertiser, a large or small business, there are targeting solutions tailored to your needs.
With RMB at your side, you can have access to a great selection of over 100 segment data options:
- Demographic and location segments. A demographic or location segment groups individuals based on precise personal or environmental criteria. For instance, you can target audiences like "men aged 18–44," "families with children," residents of Brussels or the Liège province, or even people living within specific postal code areas.
- Lifestyle and intention-based segments. Lifestyle or intention-based segment data reflects users’ habits or future plans. This allows you to define targets like "Optical Buyers" (eyeglass wearers), "Pet Owners," "Purchase Power" profiles (high, medium, or low purchasing power), garden owners, and more. You can also reach individuals intending to move house, buy a car, renovate their homes, etc.
- Contextual and behavioral targeting. Here, segment data is based on the content and/or context your customers engage with across online media and social platforms. Targets might include "Foot Lovers" (football fans), "Green Lovers" (eco-conscious individuals), "Interior Lovers" (home décor enthusiasts), "Gamers," and many more.
- "Clickers” or advertising engagement profiles. A "clickers" segment groups individuals identified by their tendency to click on ads or online links. These profiles show active, engaging behavior and a potential interest in products or services. Activate this segment data to target audiences more likely to respond to your digital advertising!
Custom solutions for even better targeting
Unlock the power of data activation in digital advertising to achieve ultra-precise personalization for your message delivery. With RMB, you’ll access some of the most effective and tailored solutions:
- Geoboost. Geoboost is a service using open-source data to define the areas around a business’s address for targeted campaigns. With Geoboost, you automatically reach consumers living within a well-defined catchment area, close to your store location. This solution focuses on where people live rather than where they pass through — giving your ad more chances of reaching them when they’re home, watching TV, or using their computer.
- “Personas” or fictional profiles. In advertising targeting, a persona is a fictional character representing your ideal customer’s profile and characteristics.
Based on your briefing, we create an ultra-personalized segment data using real data (browsing behaviors, interests, socio-demographic specifics) from the visitors of the media we commercialize. So feel free to design your own custom target audience with RMB! - Data Matching. What is data matching, and what is it for? Data matching involves cross-referencing the databases of two partners — for instance, your personal database with a media brand’s database — to create tailor-made target audiences.
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