Where marketers once placed online ads by looking at website audiences, they can now get closer to a conversion by segmenting and targeting specific customer groups using stable, anonymous data amassed over time and from a number of sources, including purchase behavior, demographics, and financial and lifestyle data anonymous consumer profile targeting (ACP). Kerry Morris, vice president of product
Where marketers once placed online ads by looking at website audiences, they can now get closer to a conversion by segmenting and targeting specific customer groups using stable, anonymous data amassed over time and from a number of sources, including purchase behavior, demographics, and financial and lifestyle data — “anonymous consumer profile targeting” (ACP).
Kerry Morris, vice president of product management at Epsilon Online Solutions, offers some guides for adding ACP to your online ad buys:
- MOVE UP THE FUNNEL
Traditional behavioral targeting seeks to determine who's ready to buy today. Use ACP to monitor consumers who are consistently active in a product category, and thus to refine targeting from brand awareness and research through purchase and referral.
- FOCUS ON THE AUDIENCE, NOT THE CHANNEL
Consumer data can drive programs across multiple media, such as online, email, direct mail and broadcast. Retargeting cookies both in email and on a website can extend marketing dollars.
- MEASURE RESULTS ACROSS CHANNELS
Research concludes that web display campaigns gain impact from combining with other media such as TV or paid search. Cross-channel effects are tough to measure, but failing to do so could mean sales attributed to the wrong campaign channel.
- PAY ATTENTION TO PRIVACY
Comply with ad targeting opt-out best practices of the Digital Advertising Alliance. Consumers must be given control over the use of their data — even if it's anonymized.
Got a Web tip to share? Contact Brian Quinton at brian.quinton@penton.com
