Revenue related objectives are the most common reasons clients seek our data and expertise. These range from audience development work, driving traffic to fill the top of funnel, new customer acquisition, customer retention, up-sell/cross-sell or to add new product offerings.
The following is an abbreviated overview of the top revenue related reasons clients leverage Audience Acuity’s capabilities.
The top use cases Audience Acuity supports fall into the new customer acquisition area. We have developed and honed capabilities that have been proven effective at driving new customer acquisition across most every major sector. This includes data, analytics for target audience development and look alike modeling, custom audience development for Facebook and Twitter, custom audience onboarding for online and mobile ad display (as well as in app), acquisition email, mobile targeting options via ringless voicemail and we still see a large use in the direct mail channel for this purpose too.
The most common use case we support is providing data sets for target audience development. Our individual level compiled database provides a near census of U.S. adults with a postal CASS certification of 99.7%, meaning it is almost 100% accurate, which is substantially above the standard the DMA set for quality data. We use deterministic matching to create this postal data and then have that data set serve as the foundation for marketing across all channels enabling us to develop audiences with certainty. Clients taking exports of the postal data for social use via Facebook and Twitter in custom audiences run match rates in the 80 – 90% range. Acquisition email coverage runs around 100 million records, which can be executed using our platform or provided to clients for execution off of their environments. Mobile data coverage also exceeds 100 million records and can also be executed off of our platform or provided to clients. Digital match rates exceed 100 million records with coverage of approximately 250 million device ID’s making it a strong “go-to” resource for digital use for new customer acquisition.
Another common use acquisition use case we have seen develop over the past two years is to help businesses that leverage SEO extensively to identify non-converting traffic for multi-channel retargeting. These audiences convert at higher percentages that cold prospects and offer businesses a way to reclaim the investments they have already made into attracting these prospects.
Comprehensive, accurate customer and prospect data serves as the foundation of every successful sales and marketing strategy. Data gaps that limit understanding of customers or clients negatively impact the effectiveness of segmentation schemes given the inability to communicate on a relevant basis, which ultimately unravels even the most skillfully crafted strategic effort. Our data was designed to provide a complete understanding of the individual, their household, their address or the business that employs them.
We routinely help fill information or knowledge gaps and provide a deeper understanding of the customer, their personal and household behavior and interests, their buying behaviors, their underlying personalities, financial pictures, motivations and occupations at the individual level. For business to business marketers, we routinely help round out the understanding of the contact, their role, rank in their organization as well as providing a more comprehensive understanding of the business itself. Collectively, the added insight positively impacts lifetime customer value as a result of improved engagement via marketing and operations, resulting in higher conversion, increased up-sell/cross-sell and lower attrition.
Our specific data enhancement services include the following:
Driving traffic and/or lead generation is typically the first step in the new customer acquisition process, which also happens to be the top use case Audience Acuity supports. We have developed and honed capabilities that have been proven effective at filling the top of the funnel for most every major sector. In our experience, driving the right traffic is more important than simply driving traffic, given the conversion and lifetime value improvement associated with acquiring the right customers in the first place.
We typically help clients by starting with analytics for target audience development and look alike modeling and then use the analytical findings for selection of the appropriate audience data, which is then matched for use in the appropriate channels represented in the client’s strategy given our massive channel coverage across all primary digital channels. That includes some, or all, of the following; custom audience development for Facebook and/or Twitter, custom audience onboarding for online and mobile ad display (as well as in app), acquisition email, various mobile targeting options including ringless voice mail and SMS and we still see a large use in the direct mail channel for this purpose too.
Here are the typical steps we follow to drive the right traffic:
Through ten years of experience helping develop channel partners ability to layer in data and execution for digital marketing capabilities we have developed a modular suite of capabilities, content and support to help firms that compete in the marketing ecosystem to expand their offerings to include any/all of the following; data, analytics, marketing services and a self-service marketing platform.
Audience Acuity enables clients to identify and separate their target audience from the masses.
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