The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

  • October 21, 2015

8 Rules for better audience planning

U.S. brands are projected to spend $59 billion on digital media this year. In particular, 52% of total 2015 digital spending in U.S. will be executed via programmatic. But with great scale comes great responsibility; it’s essential that data be used to increase accountability and effectiveness for marketers.

It may seem simple, as in, “more data, better results.” But in the end, programmatic technology is only as good as the data that fuels it – and marketers must keep in mind the strategic application of that data to fully unlock its potential.

To help marketers understand the latest and most effective data-driven approaches to audience planning, we’ve highlighted just a few of the 8 new rules outlined in a new webinar by Oracle Data Cloud in partnership with The Advertising Research Foundation (ARF):

  1. Separate audience from media. Think “audience first” when applying data, don’t let “placement” drive “people.” Start with who you want to target, then what message they care about, then segment all potential buyers of a brand based on actual purchase data.
  2. Ask the right questions. How many units do I need to sell? What are my buyer sources? Who are my buyers? How will I know the program worked? Let the data drive your strategies.
  3. Start with buyers. For example, if your objective is to drive offline sales, not all buyers are created equal – heavy brand buyers are 9 times more valuable than light brand buyers, and 4 times more valuable than medium brand buyers. Significant volume opportunities are often found outside a brand’s targeted demo audience.

To learn the full list and gain more insights into each new concept, watch the full webinar now.

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