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

The importance of audience planning

For data-driven marketers, audience planning represents a universal message: “The customer always comes first.”

But in this day and age, it’s certainly easier said than done.

Marketers are actively seeking to connect with their customers—an effective strategy to target the right audiences, at the right time, with the right ad.

Wondering about audience targeting? We've got a great resource for you: The Data Hotline.

With so many consumer touchpoints and a less-than-linear path to purchase these days, understanding your audience is vital to cutting through the clutter. So, what are some considerations when audience planning?

“Reach is a simple numbers game. The more people you reach, the more likely you’re going to drive material response,” said Ben Sylvan, Director of Client Solutions at Oracle Data Cloud. “But, reach in a vacuum isn’t necessarily useful.”

That vacuum is created when targeting is based only on reach, without taking relevant audience planning into account. For example, let’s say you work at Walt Disney Parks and Resorts, with the goal of driving family spring-break trips. But, if you end up reaching 30MM bros in market for spring getaways to Vegas or Cancun, all that reach won’t have an impact on the bottom line, Ben explains.

“While reach is indeed important, you’d better be reaching the right audience if you want to be efficient and effective with your advertising,” he adds. “We call that concept relevant reach and it’s a key part of successful audience planning.”

Our new toolkit helps you do exactly that—it’s your go-to for effective audience planning and strategy, with the goal of empowering your campaign decisions. Set your objective, then let your data do what it does so well: define and identify your best potential target.

Download the toolkit now to cut waste, be relevant and drive results.

Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Need data-related answers for your next marketing campaign or client partner? Contact The Data Hotline today. (What's The Data Hotline?)


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