In a study published by the Aberdeen Group on Targeting Success, 52% of the surveyed Best-in-Class companies use specific targeting to segmented portions of their audience within marketing campaigns. With over half of the Best-in-Class companies using specific targeting, it’s easy to see why reaching and discovering the ideal audience for your website is important.
But how do you discover new segments of your audience?
For your website traffic, finding these new segments requires a significant amount of manual effort. First by collecting all of your web analytics information and then normalizing and searching for patterns within the data. With virtually unlimited ways to sort and parse data, this process could take an immense amount of time just to find a segment that might be worth targeting.
Instead of spending countless hours digging through web analytics data, there is an easier way with the SiteSpect Targeting Assistant, which helps you easily discover and target compelling audience segments.
Based on all of your historical optimization campaigns and traffic data, the SiteSpect Targeting Assistant will discover and surface new segments or combinations of segments of your audience and then rank them by the amount of traffic to which they apply. For example, if 47% of your traffic on a Monday night arrives at your site using the Safari browser from an iPhone, then you can easily see how relevant this segment is. In addition, right from the Targeting Assistant, you can see trend lines to gauge whether this segment is growing or shrinking and decide if the audience is large enough to warrant a targeting campaign.
While the above is a simplified example of the type of segment that the Targeting Assistant can bring to light, let’s dive into more detail about the combinations of segments that the SiteSpect Targeting Assistant can find for you:
We are seeing clients using the Targeting Assistant to find new segments of their audience with a significant level of traffic. In fact, just last week, a client was able to locate a specific time-based segment that represented a significant amount of traffic on particular days they did not know about. From this they created a targeting campaign with just one click to see how a specific campaign to the new audience performs.
Want more details about the Targeting Assistant? Contact us for a demo of the SiteSpect digital optimization platform today.