Innovative, Dynamic Offering Identifies Unique Insights to Improve Customer Targeting & Campaign ROI
Boston – Digilant, a leading global programmatic media company that partners with the world’s leading agencies and brands to provide customized and scalable programmatic media solutions, announced the launch of its Consumer Persona solution, which will provide advanced analytics to make consumer data more actionable, improving targeting for the company’s clients around the world.
Consumer Persona is a new way for advertisers to analyze their consumer data and make it more actionable in real-time. The new dynamic offering digests first party, third party and Digilant’s proprietary data to create a data visualization of consumers grouped into clusters based on multiple shared characteristics and behaviors. Consumer Persona then identifies unique target audiences for campaigns and advertisers based on where these characteristics and behaviors overlap. The technology calculates potential lift for each audience, identifying which audiences are most likely to convert for each campaign, and incorporates the predicted lift into the automated bidding strategy.
“In working with our global advertisers, we have seen that more times than not they are targeting audiences based on traditional, static personas, as targeted consumers failed to convert on the call to action,” said Krishna Boppana, Chief Data Scientist at Digilant. “Consumer Persona addresses this issue by using authentic, real-time data to create personas that are based on actual human behavior, helping advertisers to better pinpoint consumers for campaigns instead of targeting those who may fit the criteria on paper, but not in reality. This new data science-driven capability has already been proven to increase ROI for clients during beta testing, and we are excited to announce its general availability to advertisers, allowing them to take a deeper dive into their data to make it more actionable and profitable.”
One of the challenges of data science is showing an algorithm in a meaningful and actionable way. By leveraging a combination of existing data points and all behavioral targeting signals, Consumer Persona also presents brands with a graph that illustrates ideal consumers, while pointing out those who the brand believes to be potential customers, but who in reality do not actually convert. The graph also shows where consumers are in the purchasing funnel. In this visualization, brands and agencies can isolate audiences to easily identify which groups of consumers convert and when, allowing clients to optimize ad spend by targeting only the highest transacting audiences.
Clients are effectively leveraging new findings they have uncovered through Consumer Persona to adjust campaigns and, in doing so, have seen a true audience extension by doubling the amount of unique users reached – less than 10 percent of which overlap with other targeting tactics – increasing conversions by more than 36 percent, and achieving a 5 percent lower CPA than traditional retargeting efforts.
For more information about Consumer Persona, please visit http://bit.ly/1EZRYrI.
