|Precise identification of target groups||On-going update of conversion models||Increase of conversion||Campaign optimization|
Custom Audience is a service based on preparing dedicated, highly converting target groups of the Internet users, to whom the marketing message would be directed.
Audience Network with the help of advanced econometric modeling identifies the internet users’ profiles, which are prepared on the basis of traffic analysis on the client’s website. The standard profiles are available on DSPs (Demand Side Platforms), which are used for the automatic media purchase online, e.g. Adform/DBM. The user’s profile is created on the basis of his activity on the Internet within the last 30 days. What is being analyzed, are the websites that were viewed, contents present there and also each user’s paths. User is attached to the segment when his behavior clearly shows the features characteristic for the specific profile and stands out of any other activities.
The unique technology of OnAudience.com, the biggest data warehouse in Europe owned by Cloud Technologies, enables creating multidimensional profiles of the internet users. They take into account not only one kind of interest, but the common occurrence of two or more dimensions in the behavioral profile. We usually use 4-5 dimensions and create around 10 different segments. Thanks to this, it is possible to plan an advertising campaign more precisely, multiply conversion number and significant decrease of media loss.
Custom Audience also enables extrapolation of the groups to the whole population, which helps us to run wide market actions in favor of acquiring valuable traffic.
The Audience Network’s analytic team not only creates customized groups, but also takes care of its validity recounting the models every few weeks. Thanks to this, the offered service is effective all the time.