By SiteSpect Marketing
June 26, 2013
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:
- Single: This is based on a single criteria or segment of your traffic. For example, this could be “All U.S. traffic” or “All mobile traffic.” These are a good way to gauge if key segments of your traffic are growing, or shrinking based on the trend lines.
- 2-way Combination: If we take two targeting factors and combine them, such as referring site and recent on-site behavior, then we can find a 2-way combination. For example, using the above criteria, this segment could be visitors that were referred by Google and looked at your site and added an item to cart but never completed the purchase.
- 3-way Combination: This combination helps surface interesting segments that are more specific. For instance, a segment that is based on first time visitors, that were referred from Google, within a specific major media market.
- 4-way Combination: This level of segmentation can get very granular, but allows for interesting targeting opportunities. An example of this is new first-time visitors; referred by Google Ads, on a touchscreen device, within a geo-targeted area.
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.
To learn more about SiteSpect, visit our website.
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