Customer Targeting Made Easier for Media Companies on bigdataexchange.com

Customer Targeting Made Easier for Media Companies

The importance of real-time behavioral data and cross-device matching

According to statistics compiled by USC Annenberg, the average American now spends a full day – 24 hours – each week on the Internet. And what are they doing when they’re online?

A report from the Center for Digital Future reveals some very telling information about media consumption. More than 70 percent of people who go online visit their social networks. Sixty percent of people do so to download or watch videos. Fifty-six percent said they download or listen to music and 44 percent play games.

How people access this media is also assessed: Eighty-two percent of people get on the Internet through their phones, while 30 percent use a tablet or other device. Other interesting stats from the report:

  • 53 percent said they sometimes or often watch television shows on their TVs as well as computers and mobile devices
  • 37 percent said they sometimes or often watch TV shows through a free streaming service
  • 51 percent said they sometimes or often pay to watch movies online
  • 37 percent said they sometimes or often pay for streaming music
  • 37 percent also said they were likely or very likely to cut back or give up cable or satellite service entirely and just watch TV online

How BDEX can help media companies target customers – of both their media and the products and services sold by advertisers

Device graphs

These days, it’s all about getting the right content in front of the right people, at the right time. The best way to do this is by utilizing actionable, accurate data. At BDEX, we help media companies use data in several impactful ways.

First, with our device graphs, they can identify customers based on their devices. This allows them to market to a consumer at every touch point. Because so many people use a variety of devices, often this is a challenge. But our device graphs enable a media company to reach customers on many and sometimes all of them.

Real-time behavior

Once a company knows who is on what device, they can access and leverage the person’s real-time behavioral data. Content creators, advertisers, and other partners can then tailor specific media to that individual based on this behavior, as opposed to relying on typical audience groups, which generally consists of an older, less-specific set of data.

Better ad impression measurement

Device-matching is especially effective for ads. When ads are randomly run across devices, there is a good chance that one person sees the same ad twice. As a result, there is no way to measure how many individual customers saw it.

But when a company can identify the unique use of a phone and tablet, for example, they can make sure that ad is only run a predetermined number of times. This allows for much better insight into how many different people will have seen it, which can generate much more accurate measurements of ad impressions. Not only does this help the individual business, it also allows a media company to charge better ad rates for more effective ads.

How this can be put into practice

At an essential level, media companies have the capability to promote media on different devices. A new show that may be typically consumed on a certain individual’s tablet may be promoted across many of that person’s touchpoints – from the tablet to a text to their smartphone, as well as a dynamically-served ad on a website viewed on the browser of their laptop.

That media company’s advertisers reap similar targeting benefits. To get a sense of how these tools can be put into practice, let’s take a look at cars. Many media companies have partnerships with big car companies. Marketing initiatives in the past typically involved using an audience segment that would show someone was likely to buy a new car. This would usually consist of some sort of predictive analysis that, while somewhat accurate, had a failure rate that was still very high.

With our real-time data, all of this has changed significantly. Now media companies and the auto companies (as well as any other industries) who buy from them can be sure that they are targeting an audience that is much more relevant. They can do this by looking at the behavioral data that will show that someone is at that moment shopping for a new car – and mixing it with the data that shows where to reach them – which is exponentially more specific than the old, scattershot approach.

Want to find customers who are ready to buy what you – or your partners – are selling? Our real-time marketing takes the guesswork out of the equation. To get more information about the services we can provide for your media company, please contact us.

The Elements of Effective Targeted Marketing, Part 1 on bigdataexchange.com

The Elements of Effective Targeted Marketing, Part 1

Identifying your ideal customer

The first, essential element of any targeted marketing strategy is identifying the ideal customer for your product or service. Actually, this is crucial for anyone who wants to build a successful business.

And it applies no matter what you’re selling; whether it’s a car, a washing machine, diapers, or legal services. Any successful strategy relies on having a basic understanding of the specific target market.

How to identify your target audience

1. Compile the demographics and habits of your ideal customer

Start to identify your target audience by thinking about the characteristics and behaviors that make a person your ideal customer.

These demographic and psychographic factors include:

  • Age
  • Gender
  • Cultural heritage
  • Geography
  • Occupation
  • Marital status
  • Income
  • Lifestyle
  • Type of residence
  • Education level
  • Interests
  • Common problems

To summarize the findings, think in terms of one to a few people who represent your customer base, and then build an ideal customer avatar for each one.

For example, a 35-year-old married woman with two children and a full-time job. You must also try to detail what kind of residence she lives in and where its located, as well as her interests and common problems, such as being too busy to … [insert pain point]. The more specific you can get, the better.

These avatars will be influenced by …

2. Studying your existing customers and accessing third-party research

If you have an established business, you’ll want to study your existing customers. Who is buying or ordering your product? Is it single men, married women, Millennials, Baby Boomers, outdoor enthusiasts?

Look at which of your products have the best sales record and think about why they do better than others, and with whom. Understanding the buying habits of your customers helps you determine the best way to reach them and with what message. There are of course differences between the demographics and psychographics of someone looking to buy a minivan versus a BMW, for example.

In addition to your own, highly-valuable experience with current customers, there are third-party research services that can add layers of contextual demographic and psychographic information tailored to your industry, products or services, and geographic area.

3. Conduct a competitive analysis

You should also do a competitive analysis by looking at similar businesses in your area (or your industry). For example, a dealership that sells Hondas would research what competing dealerships are doing, in terms of pricing and deals, as well as other marketing specifics. Who are your competitors targeting in their marketing? What kind of marketing vehicles are they using?

You’ve defined your ideal customer and the media and products/services they use. What’s next?

Studying what you believe to be your ideal customer won’t tell you the full story. If you own a car dealership, simply advertising to everyone who falls under the basic profile of a car buyer won’t be very effective.

That’s still a pretty wide group. Not everyone in that demographic is actually looking to buy a car right now, and you’ll end up wasting vast resources marketing to people who aren’t even thinking about a purchase.

As we discuss in the next installment of this series, the basic profile of an ideal customer interface with both predictive analytics and the latest actionable, real-time data that pinpoint individuals who are actually ready to buy.

Click here to read part two.

BDEX features the first-ever Data Exchange Platform (DXP). The BDEX DXP and DAAS platforms enable companies to acquire impartial, quality-scored, third-party data reaching the right people at the right time like never before. We offer cross-device matching, auto dealership services, DAAS, real-time targeting, and custom segment building that is ideal for any industry, including auto dealers, retailers, brands, agencies, out-of-home, and franchises. Contact us today to get your customized marketing data.

How Mobile has Enabled Target Marketing on bigdataexchange.com

How Mobile has Enabled Target Marketing

Now you can find your customers anywhere, anytime

Attracting potential buyers to a service or product has always been one of the primary challenges of any business. For years, the most common approach utilized poorly-targeted outbound methods – TV commercials, display ads, bulk direct mail, and similar vehicles.

Recently, there has been a move toward inbound marketing, which is focused on creating online content that lures in customers. And while all of these tactics can be effective, what if there was an even more precise way of reaching prospects?

What if you could get what you’re selling in front of someone at almost at the exact moment they’d be interested in purchasing it?

Using data for real-time mobile targeting

Right now, about 78 percent of Americans use a mobile device, and the total number of people who own at least one worldwide is 3.7 billion. It’s no wonder that online searching and sales using a smartphone or tablet have skyrocketed in recent years – and that these figures are only increasing. This is why smart companies now put an intense focus on mobile marketing.

With people spending an average of about six hours per day on a device, it just makes sense. And businesses can take advantage of mobile usage in an even more powerful way with real-time targeting.

How BDEX can connect you with customers

At BDEX, we can give your company real, actionable data that makes people aware of what you’re offering when they’re looking for it. We do this by allowing a business to see someone’s buying and search activity across all of their devices.

How it works

When a person does something like download an app, this connects that particular device to their email address or IP address. This uniquely ties that individual to that device.

This information is then captured in a database called a Device Graph. Other databases will then be checked to find the same unique identifiers, along with information volunteered by the individual, including their name, address, or phone number.

The benefits to a marketer are obvious; not only do they know what a person is planning to buy, they’ll know the devices they use as well as their contact information. This allows highly personalized and precisely-targeted marketing campaigns.

Find customers online and off

Wouldn’t it be nice to know who’s buying from your competitors? You can. In addition to discovering what people are planning to buy, you can also find out where they’re shopping.

This is possible with geofencing, which involves setting up a virtual boundary around a specific geographic area. Using software or an app that utilizes things like GPS or even just Wi-Fi, a business will know when a mobile device enters this boundary.

Not only will you be able to see where someone goes – such as to one of your competitors – but it may be tied to if and what he or she buys. This information is valuable on its own – but geofencing combined with other actionable data allows a company to send out immediate notifications about their own specials or deals.

How to get even more personal with your customers

Personalization could be the most important component of marketing these days. Almost 80 percent of consumers say that unless an offer from a retailer has been personalized based on their previous actions with a business, they won’t act on it.

While email is still a good way of reaching people on a personal level, texting has proven to be much more effective. The open rate for emails is about 22 percent. Texting, on the other hand, has an open rate of around 98 percent.

While people will almost always open a text you send them, you have to be smart in your approach:

  • Make sure they know who you are
  • Make sure you know who they are
  • Send them pertinent information at the right time
  • Don’t forget the call-to-action
  • Keep it short and sweet

Another benefit of device matching is that it allows you to dynamically serve display ads to that device on the media that these individuals use. Someone who is searching online for a specific product or service will see your message, at the exact time they are ready to buy.

BDEX will give you real insights that convert

If you’re tired of wasting time and money on poorly-targeted marketing campaigns that bear little fruit, it’s time to start doing things differently. BDEX can help you easily find your ideal customers when they want to buy. And more often than ever before, that means reaching them on a mobile device.

Contact us to get started.

daas for auto dealers

DaaS for the Auto Dealer

In a previous post we discussed a few marketing strategies that auto dealers can use and how BDEX’s Hyperlocal Data Suite services can help dealerships. By combining the best of traditional and digital marketing, auto dealers can connect with their existing customers in new ways and target potential car buyers.

An extension of our Hyperlocal Data Suite services, BDEX DaaS (Data as a Service) for Auto Dealers was created specifically for dealerships. For a low, fixed monthly cost, dealers can gain access to data and services that would cost thousands of dollars per month elsewhere.

DaaS for Auto Dealers combines location-based data, website re-targeting and in-market data to find and target your ideal customer.

In-Market Data

On average, a dealership will receive approximately 1,100 standard in-market records and 2,000 lease expiration records per month.

Location-Based Data

An average dealership will receive approximately 400 records identifying consumers who visited a competing dealership. This includes the consumers’ names, addresses and phone numbers. This exclusive service is available only through BDEX!

Website Re-Targeting

With BDEX’s custom website tracking, BDEX can identify consumers visiting your website, including name, address and phone number information, without a contact form or sign-up.

You may be wondering how BDEX can offer personalized services and data without the high price tag. Unlike most marketing/ad companies, BDEX separates the cost of advertising/marketing from the cost of data, allowing dealers to use the same data for multiple campaigns. No longer pay for every ad impression. Own your data and your audience.

To learn more about DaaS for Auto Dealers, visit our website or email us at info@bdex.com.

Are You Using the Most Advanced Data to Target Consumers?

The way we use data to target audiences is constantly evolving. The first phase in targeting was fairly simple in that we relied on only a few simple demographics, like age and gender, to segment consumers. Then audience groups were formed. More advanced and specific, audience groups were, and still are, based on consumers’ shared interests. The newest chapter in data targeting, utilizing real-time insights, merges information about demographics and audience groups with real-time activity. But that’s just the tip of the iceberg. Real-time data isn’t just information about your consumers’ spending habits in the last month. True, real-time insights let you know what your target customers are searching for the moment they shop online.


In the mid-20th century, marketers focused on only a few consumer demographics when developing marketing campaigns. While factors like age and gender were more important sixty years ago when people sourced their news and entertainment from the same place, the traditional methods for obtaining consumer data are not as relevant anymore. McKinsey’s John Forsythe demonstrates the problems associated with using only a few, superficial demographics by citing the differences between Prince Charles, Queen Elizabeth’s son and her heir apparent, and Ozzy Osbourne, lead singer of heavy metal band Black Sabbath. While both men are British and the same age, a marketer obviously wouldn’t market to them the same way.


Marketing and brand expert Adam Paulisick also believes that simple demographics don’t provide enough information to properly target consumers.


“Segmenting consumers by age and gender or other demographics is inefficient at best, even for more traditional marketing campaigns because there are no hard and fast rules anymore for what a man or a women will intuitively buy (with few exceptions).”


While we might not know the “hard and fast rules” that drive what a consumer buys, we can know the next best thing: what product they are shopping for the moment they shop. Real-time data takes into account everything we used to know about consumers based on demographics and audience groups and merges it with live activity.


Keith Sayewitz, Chief Marketing Officer and Head of Sales at BDEX, a market-driven exchange platform that provides users with real-time data, explains the value of real-time analytics for marketers.


“For years a company depended on simple demographics to identify a certain consumer, like ‘soccer moms.’ Then audience groups were formed, so we discovered those soccer moms were interested in fitness. But now, with real-time data, we learn which of those soccer moms are in the market for a treadmill or are switching to vegan cuisine. This information is incredibly powerful because it allows for truly advanced targeting. We know that this customer is likely to buy a treadmill because she is in the market for one at this exact moment.”


Marketers can then create specific ads for the desired consumer, increase the probability for conversion, and, therefore, create more sales. The insights provided by real-time data are essential to brands, retailers, and agencies who want to stay up-to-date on consumer activities and truly understand their customers’ needs.


BDEX, the first ever Data Exchange Platform (DXP), is currently the only source for true, real-time data. For more information about BDEX’s unique services, click here.

Image Credit: NEC Corporation of America

Understanding Your Target Consumer: The Case for Utilizing Traditional and Non-Traditional Data

Any digital marketer’s ultimate goal is to increase sales for a particular brand or retailer, but targeting the right consumer can be a difficult task. Traditional demographics, like gender, age and marital status, are not enough to properly assess a person’s buying potential. Consumers are diverse, their lifestyle and behavior not necessarily linked to their age or gender. And with a wealth of online and brick-and-mortar retailers to choose from, they demand more for their money and more from customer service. Vying for a customer’s business, however, becomes a lot easier when your marketing material is geared toward the right audience. By taking the time to analyze consumers’ behaviors and personalities, marketers can target consumers more effectively and efficiently.

Out with the Old… But Not Completely

It goes without saying that traditional demographics still have a role to play in contemporary marketing. After all, people who live near the beach will be in need of beach supplies whether or not their personality is similar to that of their neighbors. But not all demographics are as black and white as location. John Forsyth, partner at Forsythe Insights LLC, demonstrates the problem with traditional analytics by citing the obvious personality differences between Prince Charles and Ozzy Osbourne. Both men are British and the same age, but marketing to them in the same way is an obvious mistake, as one is the heir to the British throne and the other a rock star. In other words, their distinctive personalities and behavior alone are reason enough to target them separately.

In with the New

A consumer’s behavior can provide marketers a wealth of information, from shopping habits to favorite restaurants, but that’s only the tip of the iceberg. Data companies can offer marketers a wealth of information learned from multiple platforms, including social media, mobile, email, direct mail, and apps. By the year 2020, experts estimate “about 1.7 megabytes of new information will be created every second for every human being on the planet.” And while 2020 may be four years away, there is still an incredible breadth of data that can be tapped at this very moment.

A customer’s personality and values drive their economic decisions, and when marketers take the time to truly understand their audience, they can identify specific needs and locate look-alike audiences with similar characteristics. Advertisers and retailers can also give their respective brands informed suggestions about what products and services to offer their customers next.

The Next Phase in Targeting

”With many companies struggling with online – and offline, for that matter – conversion rates,” says writer Jessica Carter, “It’s crucial that they start to understand better what makes consumers tick (or click, as the case may be).” When marketers know what makes a customer “tick,” they can approach consumers from a variety of angles, from customized social media ads to personalized emails with coupons for a specific item.

When you add real-time targeting to the equation, the data becomes even more valuable. Brands can find consumers shopping for their products and services moments after they begin to browse online. But that’s only the half of it; marketers learn not only what consumers want at a specific moment, but they can influence where and when their audience gets the product or service.

While marketers may feel overwhelmed by the amount of data available, taking advantage of the newest innovations in consumer identification while incorporating the best of traditional targeting is key to creating exciting campaigns that will keep customer interest—and revenue—on the up and up.

BDEX provides brands, retailers, and agencies with extensive, quality data from a variety of sources in a true marketplace environment. With over 20 billion data points tied to mobile IDs and every channel added to the marketplace each month, buyers can understand consumers like never before and create compelling campaigns that return real results. Email us to learn more.

Image via Flickr/dirkcuys