Affiliate Marketing

Future-Proofing Marketing with Audience Data

Future-Proofing Marketing with Audience Data

Simply put, Audience data is used to describe the information you gather from your customers when they interact with your product or service.

Why is it necessary? Because without audience data, you’re flying blind. You have no idea if someone actually wants what you are offering and will pay for it or if they are just scrolling through your products with no intention of buying. And if you don’t know who your audience is, how can you ensure that what you’re offering meets their needs?

.0These questions have plagued marketers since the beginning of time, and they’re still here today!

In 1992, Procter & Gamble began using data to improve its products. P&G used data to determine the optimal length of a shampoo bottle so that consumers would buy more of it. This was based on consumer behavior insights gathered when the users bought shampoo. The company also used data to identify what types of packaging can be used for different products and how to position those products in stores.

90% of the world’s data was produced in the last two years. Data has in many respects evolved into a sort of currency for marketers.

More than 150 trillion gigabytes of data will need to be analysed by 2025. This implies that as time goes on, marketing will require more sophisticated technologies for storing and analyzing data. It’s safe to assume that very soon, all marketing initiatives will require financial investment in web applications designed expressly for processing large data.


You can better meet customers’ needs if you understand how they think, what they buy, what they use, and how they want to communicate with their supplier –  according to Clifford Budge, EDF Energy’s customer insight manager for B2C energy sourcing and customer supply.

The average on-target proportion of advertising across computers and mobile is 63%. In 2019, the global data market reached $26.0 B, according to Global Data Market Size 2017-2019”, and has been growing since. This has shifted the focus of marketers more to  audience data resulting in  targeted ad campaigns.

What’s there for marketers in audience data?

For marketing, audience data is an essential part of the business. The audience requires selection and analysis according to the specific requirements of each project. The main function of audience data is to tell where it is possible to make sales.

So what’s there for marketers in audience data? Audience data is a massive opportunity. It’s not just a nice little statistic that we plug in along with our email and website open rates. Audience data can be used to improve analytics, design, or even boost retention or revenue.

Most common of the areas where insights from data help marketers

  • Building relationships with the existing customers through personalized messaging
    The importance of building relationships with existing customers cannot be overemphasized. The more you know about them and understand their needs, the more likely you are to keep them as customers.Build relationships by providing your customers with personalized messages and services that they will appreciate. The key is personalizing each message to be relevant, informative, and fun.What the consumer is doing and how they are interacting with your brand are the first things you should consider in the customer journey. You need to consider how the channels will be perceived in the future as well as how they currently appear as marketers. Customers expect seamless, tailored experiences across all of these channels.Nike, Uber and Domino’s are a few examples of companies interacting with their customers through personalized messages. These brands  wish their customers on festivals and let them know about fresh arrivals and offers to retain the previous relationship with them.
  • Getting to know the areas of interest for prospective customersAs soon as a customer has decided  to engage with you, or is considering doing so, you must  know what they’re interested in. You can get to know the areas of interest for prospective customers through audience data by analyzing the data they have on their current customers.
    To do this, you need to learn about their interests and needs which might mean researching your customer’s persona to understand what they like and dislike. For example, if a company has an audience that is mainly interested in content about cooking and meal planning, they can look at the behaviors of this group and see what words they use to describe things like food and recipes. This information will give them insight into what kinds of products their customers might be interested in purchasing. By combining this data with other types of data, marketers can gain even more insight into what kind of products their potential customers are interested in and how best to appeal to them.Amazon Whole Foods is able to comprehend how clients purchase items and how suppliers communicate with the retailer by concentrating on data analytics. When more adjustments need to be made, this data provides insights
  • Behavioral pattern for the audience you are planning to target.The behavioral pattern for the audience you are planning to target is the first step in the process of setting out your marketing plan. The behavioral pattern defines who your audience is, what motivates them and what it takes for them to buy from you.It explains why people behave in a certain way and how they make decisions. It also gives you ideas on how to reach out to potential customers, which channels are most fruitful and which ones aren’t worth your time.Companies check buying patterns to know which stage of life a customer falls in and suggest products based on it.  For example, if a customer bought baby food, they are definitely a prospect for other baby products. This means that related terms can also land you on certain advertisements that you might have not searched for previously. With more than 100 million subscribers, Netflix gathers a tonne of data, which is essential for gaining the kind of industry prominence Netflix promotes.YouTube suggests new content based on recent viewing behavior. And, To suggest complementary products, Amazon draws on past purchases made by customers in similar segmentsA Harris Poll survey for Redpoint Global found that 63% of consumers expect personalization as a standard of service. Source: Adweek
    Helping marketers gauge the productiveness of their efforts is the most crucial function that audience data serves. Using audience data helps marketers build better targeting strategies which will result in higher conversion rates from their target audiences.

Segmented Data = Effective Campaigns!

The ability to reach your target audience on multiple platforms is vital for advertisers. But how do you know where to target your ads? The answer is audience data, which can help you create more relevant and convincing ad campaigns.

With features like  “Look-A-Like”, you can also reach a wider range of customers leading to higher sales and more profits. 

It can also help marketing agencies get more customers for their clients. Retargeting ads increase a customer’s likelihood of purchase by 70%

Sources for Data Collection

The collection of audience data is a fundamental part of running an ad campaign. However, it can be challenging to collect the right kind of data. Understanding the purpose of any campaigns is pivotal before choosing a data collection strategy that works for you.

Here are some of the most common ways marketers use to collect audience data:

  • First Party Data:  It is the data that you can get by interacting with a company. It’s the kind of information that tells you things like where you live, what products and services you’ve used, and how much money you’ve spent. First-party data is also called “owned” data because it’s collected by a company and owned by that company.First-party data can help businesses understand their customers and better target them with marketing, advertising, content, and other strategies. It offers a trustworthy, direct data track between a brand and the people who interact with it.
  • Second Party Data: It is a way of obtaining information about the people who interact with your website. It’s a crucial part of ensuring that your website works well and is accessible to everyone. In order to collect second party data, you need to give people an option to opt-out from having their data collected. You also need to make sure that the opt-out process is clear and easy for users. Brands can learn more about their own customers by using second-party data to create a more accurate image of their client base.
  • Third-Party Cookies: Third party cookies are small files that websites can place on your computer or mobile device when you visit a website. They may track your visits and behavior on other sites, and also collect information about what you do in order to target ads based on that activity. To create profiles of their target consumers, brand marketers employ third-party cookie data. They might also make use of this information to learn what other websites their visitors are visiting and create a personalized experience for them.
  • IP Address: Your IP address is a unique number that identifies your computer or other device on the Internet. This can be used by websites to identify you as a unique individual when they display ads online or conduct online surveys or research.Providing advertisements to the IP addresses browsing a certain internet network enables marketers to target customers on that network based on their IP address.
  • Social Media Platforms: These platforms allow users to publish content such as photos, videos and status updates using hashtags, images and text for others to see and comment on. As a result, each platform has its own algorithm for determining which content gets more exposure than others based on how well it links back to other content published by users who follow it. Brands focus on data through social media platforms, as they may improve the quality of their social media material, update their SEO tactics, keep track of how people see them, and begin focusing on influencers to help them promote their brands.

What future holds for Audience Data?

In the future, marketing will become more data-driven, thanks to advancements in machine learning and artificial intelligence.

Marketers are already using algorithms to predict customer behavior based on past performance, but they will soon be able to use those same tools to predict customer behavior with greater accuracy and precision. For example, a company could use its data on customer preferences and buying patterns to create custom content that’s relevant for each individual customer, and even tailor it to their physical location or other factors that might influence their decision-making process.

This is just one example of how audience data can change marketing in the coming years. There are many others out there, like predictive analytics that can forecast sales based on weather patterns or market trends; text analytics that can identify what consumers want from brands by listening to them talk about products; predictive modeling that can forecast sales based on past performance; and much more!


It is more than worthwhile to overcome the obstacles and the mystery while designing ad campaigns. When you have a complete picture of your customers, you can deliver them the right message at the right moment and avoid sending them any unnecessary or irrelevant messages.

If a retail company gave a personalized experience, 49% of customers stated they would probably make further purchases. As time goes on, the data will only become more accurate. As companies mine more and more of our digital footprints, our ability to connect with people on an individual basis will likely jump to the next level. And so marketing teams have a choice: either stay the course and ignore this new learning, or start preparing for changes in the years ahead. Around 55% of customers feel more at ease disclosing personal information to companies if it would be handled responsibly and in their favor.

As marketers, we are constantly looking for new ways to improve our business. But as important as data crunching is in the world of digital marketing, it’s not enough to just gather information about your audience. We must also consider the fact that people have a right to privacy when it comes to their personal data.

So how do we make sure that our customers know their information will be protected? And the best ways is’ by having a policy in place that communicates clearly what happens with their information and how it will be used.

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