Agencies are often stuck using the same data segments as their competitors. But with data from BDEX, agencies can get the third-party data they need from one place, helping them create their own custom audiences.
Data-driven marketing is no longer optional in today’s world. Marketing efforts must be based on the most relevant customer data, meaning it must be the latest data available and updated regularly. Messages won’t succeed without solutions that provide data to reach the right person at the right time in the right way.
Ad segmentation is an effective strategy that helps marketers break down their audience into categories based on personal data, allowing them to vary their messages to certain groups of people.
Learn how this process works and how agencies often struggle to find unique, cross-channel data to incorporate into their marketing efforts. You need a data solution that enables real human connectivity, and that solution is BDEX.
How data segmentation works
Once you know your ideal audience, then what? While you’ve narrowed down the masses, it’s still important to recognize that this audience is composed of individuals, all with different behavior patterns, desires, and needs.
Segmenting the audience allows marketers to recognize the power of the individual. No two ideal customers are exactly alike, so segmentation helps break down the audience as a whole into categories that will help companies better reach the people behind the data. The customers in each segment will share certain characteristics, such as demographics, priorities, interests, and behaviors, enabling brands to vary their marketing efforts based on the diverse overall group they’re trying to reach.
Segmentation allows them to focus on the right people, as well as better develop their products and services. When you know your audience better, and can create these subsets, your marketing efforts won’t go to waste.
The challenge for marketing agencies
Agencies have a unique place in the marketing world. Often, they just have one way of reaching their audience, whether that’s through email, their website, or mobile.
This can easily lead to agencies using the same user data as their competitors, creating more barriers between them and their audience. Using the same data leads to the creation of the same audience segments as their competitors, meaning segments aren’t as valuable or relevant to their own services.
The truth is, marketing efforts can’t be siloed like this, as each online outlet impacts other outlets from search to social to email to mobile.
This is why it’s crucial to have the ability to build a custom audience that matches user IDs across all channels, instead of just trying to reach them in one outlet alone. With custom audience segments, driven by the right data, agencies can regain their competitive edge.
How BDEX solves the problem
BDEX gives agencies the competitive edge they’re looking for with our data. We match user IDs across each and every channel, so you’re not just trying to reach people in one outlet. This helps you create true custom audience segments based on shared interests, desires, needs, and key demographics. We help you watch how your customers behave across channels, allowing you to reach them at that perfect moment when they’re ready to convert.
Our range of data tools including the BDEX Data Exchange Platform (DXP), Omnisource IQ, and our BDEX Identity Graph help you achieve the human connectivity you’re looking for. You won’t be reusing the same data as your competitors, so your audience segments will be unique and effective, creating more flexibility.
The BDEX Identity Graph gives you the power to identify the person behind each customer data signal. Customers are no longer numbers, they’re humans driven by individual priorities. BDEX sifts through billions of data signals, all in real-time, to look for intent-to-buy behaviors, and then matches these signals to the Identity Graph, which is comprehensive and deterministic.
BDEX has over one trillion data points within the BDEX DXP, and our data is connected to more than 1.4 billion emails, 800 million linked mobile IDs and emails, and more than 300 million linked emails and postal records. In addition, we have over 5,500 data categories on U.S. consumers. If you’re ready to start creating your own custom audience segments to reach the right individuals at the right time with the right message, get in touch with the team at BDEX
