The clock is already ticking on this year's holiday season! In fact, Salesforce predicts that 42% of consumers are likely to start their holiday shopping earlier this year to avoid future price hikes driven by inflation. 

Early forecasts from the NRF anticipate that sales will grow between 6% and 8% year-over-year to more than $4.86 trillion. However, a variety of factors including inflation and international tensions will likely impact consumer spending. Fortunately, today’s advertisers can leverage strategic audience targeting to reach the right consumers across screens and devices. 

To help marketers make the most of their holiday media campaigns, Cuebiq and Cadent have teamed up to provide you with our top strategies for activating data-driven TV this holiday season. 

‘Tis the Season for Cross-Screen TV Advertising 

Viewer fragmentation has left advertisers searching for new ways to approach their media mix. As consumers spend more time watching streamed content, with some choosing to “cut the cord” on cable, marketers need to adapt to changing viewership patterns. Yet while viewership is changing, most viewing still takes place on linear TV. According to Nielsen’s The Gauge, over 60% of the Total Usage of Television remains on cable and broadcast – 36.5% and 24.4% respectively.  By activating your message across all TV media types – cable, broadcast, indexed TV, addressable TV, and OTT/CTV – advertisers can better engage their target audience at key moments throughout the shopper journey, driving greater return on ad spend and other KPIs.

One way you can reach your target audience and reduce media waste is through advanced TV. Cadent Aperture Platform allows advertisers to build audience segments using first- and third-party data and activate across all TV media. Leveraging third-party data from trusted providers like Cuebiq enables you to expand your TV targeting beyond traditional demographics and reach the right audience, no matter how they are watching. 

Why Location Data is the Gift that Keeps on Giving

When collected, analyzed, and shared responsibly, location data is an incredibly powerful tool that helps brands understand consumer loyalty, customer journey, and visitation trends. Location data unlocks information on where consumers are going, giving brands the ability to conquest competitors and target based on brand loyalty.  

Cuebiq helps advertisers understand real-world behavior patterns to inform more effective and efficient media campaigns. Cuebiq collects location data from devices that have opted-in to sharing their data for use cases including audience targeting, measurement, and aggregate analytics. These location-based audience segments are based on deterministic visitation behaviors to brick-and-mortar locations and build a clearer picture of consumers’ offline patterns of behavior, such as store loyalty, as well as anomalies, such as visiting during limited time offerings. Cuebiq's methodology for building Holiday Shopping and Winter Holiday Travelers audience segments incorporate both patterns and anomalies, made possible by Cuebiq unique access to persistent quality data, at scale, over time.  

To build location-based segments, Cuebiq analyzes visitation behavior and "tags" devices accordingly. For example, a consumer’s device could be tagged as Walmart shoppers, Big Box Retailer Shoppers, or Business Travelers when they visit these locations over a specified time – the number of visits and length of time criteria vary depending on the segment. Both Holiday Shopping and Winter Holiday Travelers audience segments focus on changes in these patterns, which could include visiting a store on Black Friday or traveling during the week between Christmas and New Year's.

By using Aperture Data Marketplace, advertisers can access Cuebiq’s location-based audience segments and activate seamlessly across indexed TV, addressable TV, and OTT/CTV. 

Ready to activate data-driven TV for your upcoming holiday campaigns? Contact us!

The post Give Your Clients the Gift of Data-Driven TV this Holiday Season appeared first on Cuebiq.

Reaching current and potential customers is more difficult than ever before. There are more screens to populate, more companies to compete with, as well as a three-year-long pandemic which has greatly altered human behavior.

In order to help marketers reach their desired customers, we built audience segments based on real-world behaviors. We analyze dwell time, visit frequency, context of visits, and more in order to verify visits. 

Location-based audiences

Understanding and building audience segments based on real-world behavior insights allows marketers to build a deeper understanding of who they’re approaching. Knowing the stores people shop at and where they go after their visits can reveal their interests and loyalties.

Location-based audiences can help shift your marketing efforts. When people are out and about, they’re not watching TV. Reaching them on their phones or other channels with the right messaging means driving more visits.

Change in behavior

Location-based audiences can help understand how the behavior of different segments has changed. Due to the pandemic, a lot of people have become more cautious of what they do and where they go. As a result, understanding real-world behaviors is even more important.

When you have a grasp on segment behaviors, you can then push different offers to them. For example, people who make frequent trips to the grocery store, gas station, and other essential locations may be interested in delivery services, especially when Covid cases rise.

Understanding updated behaviors allows marketers to offer their customers or potential customers new products or services to accommodate their new lifestyle.

Build loyalty

Based on behavior changes, brand loyalties have also been altered. Acquiring a new customer can cost up to seven times more than retaining an existing customer. Because of this, customer loyalty is extremely important. When monitoring real-world shopping behaviors, you can understand when you’re losing customers, or the right opportunity to allocate more resources into acquiring new customers. This also goes back to understanding customer preferences to inform messaging, creative, and channel allocation.

Understanding existing customers’ real-world behaviors can also help companies differentiate between loyal customers, high-value customers, and low-value customers. 

• A loyal customer is someone who shops with your brand, but isn’t influenced by an ad or campaign
• A high-value customers are customers who are loyal to a company, and are influenced by an ad or campaign.
• A low-value customer is someone who has no loyalty to your brand and isn’t influenced by your campaign.

You can learn more about the difference in customer categories in our blog post here.

Seasonality

We also build audiences for seasonal promotions. Reaching the right people at the right time can drive in-person traffic and build loyalty. For example, gym visits often spike in January as people make New Year's resolutions to work out more. Using Cuebiq’s Gym Goers audience segment can help athletic apparel companies reach people who need new gear to keep their resolution alive.

Seasonal audiences can also mean reaching people about specific events – such as the Super Bowl. Super Bowl Sunday is a day of drinking, eating, and betting. Cuebiq’s Casino/Betting shop audience segment can help companies like DraftKings create promotion segments to engage these customers.

There are an extensive amount of opportunities for seasonal audiences throughout this year, such as Winter Sports Enthusiasts, Festival Goers, Recent Grads, and Summer Travelers. Our audiences allow you to gain an understanding of which segments have an affinity toward different seasonal events, based on their real-world behaviors. Check out our calendar for examples of seasonal audiences:

Our customer success and sales teams are here to help you build and understand your audience needs and requirements as you plan for a strong 2024. Book a demo to get your campaign started!

The post Take Advantage of Cuebiq Audiences for 2024 Planning appeared first on Cuebiq.

At Cuebiq, we are always looking for ways to innovate and develop our products and services. In October 2021, we released new audience segments: Lapsed Audiences. This segment consists of individuals who interacted with your brand prior to March 2020 (the onset of the pandemic for most Americans). It allows you to re-engage with your former customers and harness the power of location data to understand how loyalty and decision-making have changed as a result of the pandemic.

The Impact on Brand Loyalty

As a result of the pandemic, we were forced to rethink several aspects of our lives, such as the way we shop, dine, and even watch TV. The pandemic also caused supply-chain issues, worker shortages, and a higher demand for daily essential products. Value and convenience became the most important factors when shopping, thereby impacting brand loyalty.

Over the last year, there have been several different narratives questioning the potential for a “new normal” and how many of our pre-pandemic habits will return. In July 2020, Ketchum called it a “brand reckoning” after conducting a study in which  45% of American shoppers said “COVID-19 has already changed their brand preferences; 62% expect permanent shifts.” By August 2020, McKinsey’s research reported that the number of US customers “who have tried new shopping behaviors since Covid and plan to continue” was closer to 75%. Then, in 2021, Merkle found that  57% of consumers stayed loyal to a brand despite the events of 2020.

The Return to “Normalcy”

By June 2021, The World Economic Forum was reporting that 52% of Americans were shopping and 45% were dining out as they had pre-pandemic. However, changes in consumer behavior have left companies and brands vulnerable as they struggle to “capture new customers while retaining existing ones”, making it more important than ever for brands to re-engage with their former consumers. This article from eMarketer explains that, “brands and their agencies need a way to read emerging signals in the vast ocean of data… and respond opportunistically in real time to maximize their desired outcomes.” 

The Value in Lapsed Audiences

Fortunately, Cuebiq’s Lapsed Audiences provides the real-time, precise data that brands need to craft customer re-acquisition strategies. These segments are based on a new methodology built by our data science team by observing consumer behavior before and after the pandemic. In addition to helping brands build consumer loyalty by converting churners into loyalists, Cuebiq’s Lapsed Audiences also aids marketing efforts through 

• Reduced Cost: Lapsed customers have an existing relationship with your brand, eliminating the need to spend on creating brand awareness.
• Reduced Effort: Lapsed customers have already demonstrated a need for your products/services.

Examples of Cuebiq’s Lapsed Audience Segments

We are launching with 50 audiences available that cover many verticals including:

• QSR →  Chick-Fil-A, McDonald’s, Burger King
• Interests →  Coffee Lovers, Movie Enthusiasts, Mall Frequenters
• Lifestyle → Flyers, Professionals, Fitness Enthusiasts, DIY’ers

For easy activation of Cuebiq’s Lapsed Audiences, search for “COVID Churners” on Data Marketplaces through LiveRamp, The Trade Desk, Oracle, Centro, Eyeota, and Pushspring. 

For more information on Cuebiq’s Lapsed Audiences, or our other audiences offerings, connect with an expert on our team.

The post Introducing Cuebiq’s Newest Audience Segments appeared first on Cuebiq.

Over just a few weeks, the advertising landscape as we know it has dramatically changed. The rise of the novel coronavirus in the US has brought a drastic change in mobility patterns of citizens, with many government-mandated stay-at-home orders put in place to curb the spread of the virus.

As follows, many of marketers’ pre-COVID advertising activations might not be aligned with the current environment. Here’s how to stay relevant and make sure you are reaching your intended audience with messages that resonate during this trying time.

Target Consumers With Delivery Offers

In recent weeks, COVID-19 has caused people around the world to adjust their habits to be more home-based. While this change has caused consumption styles to be more online-centric, people are expected to maintain their preferences, brand loyalties, and purchase habits. Instead of eating at their favorite QSR or perusing stores on their lunch break, consumers will now access those same services via delivery, pick-up, or online shopping.

As follows, many brands face an immediate need to modify their advertising messaging and marketing tactics to resonate with customers’ current situation and needs. Brands that previously ran drive-to-store campaigns can shift those ad dollars to campaigns featuring delivery offers. 

For example, if McDonald’s previously ran ads for their PlayPlace to bring people into their locations, they can alter their advertising to focus on the food options that are available for delivery instead.

Reach Your Audience Through the Right Channels

Once you have the right messaging to resonate with your audience, it’s important that you run your campaigns on the channels your audience is actively using. The effects of the coronavirus have quickly rendered certain channels significantly less effective right now, while skyrocketing the efficacy of others, such as TV.

According to Nielsen, staying put (indoors) can lead to almost a 60% increase in the amount of content watched. That’s in addition to the fact that media consumption in the US was already at a historical high before the pandemic, with three-fourths of consumers broadening their media options with streaming subscriptions and TV connected devices.

To align with this shift in consumer viewing patterns, brands can modify their marketing mix to focus on channels such as connected TV where their consumers are currently very active.

For example, Walmart might reallocate some of their media budget to connected TV when targeting audiences with COVID-19 consumer support messaging or changes to in-store or online service.

This is a time when marketers need to be nimble with their ad dollars, so it’s more important than ever to make them count by being strategic with audience targeting.

As the advertising ecosystem continues to shift, we at Cuebiq will provide updated recommendations on how you can make smart advertising decisions during this challenging time. Stay up-to-date by subscribing to our newsletter.

The post How to Reach Audiences During the COVID-19 Crisis appeared first on Cuebiq.

When segmenting customers, it’s important to base your segments on the real-world behaviors of your target audience. While data on digital impressions and clicks from your customers is valuable, data on how customers behave in the real world is much more telling. If you can prove that your ad campaign drove customers to visit your store, that is really powerful.

Using Offline Intelligence to Segment Customers

The key to attributing campaigns based on real-world actions is offline intelligence. By measuring the incremental impact of your campaigns in the offline world, you can see how your campaigns are actually changing consumer behavior. Advanced offline intelligence solutions now provide the ability to measure incrementality at the consumer level, which can enhance your segmentation and targeting strategies. Incrementality at the granular level enables you to understand a campaign’s impact on different types of consumer groups, so you can drill down on how each channel influenced consumers differently and target them accordingly.

Building Audience Segments Based on Incrementality 

With visit incrementality at the consumer level, you can hone in on campaign performance to differentiate between loyal consumers who would have visited your store regardless of advertising and those new visitors who were influenced by your campaign. You can divide consumers into four key buckets based on their value to your brand: 

1. Loyal Audiences

Let’s start with the Loyal Audiences, or those who had high loyalty to your brand prior to your campaign and were not influenced by your advertising. 

For example, this bucket could include a group of Dunkin’ loyalists who were not swayed by the new Impossible Sausage Breakfast Sandwich offer. They continued visiting Dunkin’ just as much as before the campaign and were not receptive to this new messaging. 

This might be a good segment of customers to target with messaging for a loyalty program, to recognize the loyalty of these customers and offer them customized deals to increase their value to your brand.

2. High-Value Audiences

High-Value Audiences are similar to Loyal Audiences in that they have demonstrated high loyalty to your brand prior to your campaign. However, the key difference with this segment is that they were positively influenced by your campaign to visit your stores.

For example, this group could include consumers who frequently visit Starbucks, but who wound up seeing an advertisement for the latest seasonal drink and then visited a store because of that.

This is a great segment to target with new offers, as these customers are already loyal to your brand and would be likely to buy your new products once they learn more about them. Furthermore, this is a strong segment to retarget or build look-alike models from in order to drive similar customer behaviors. 

3. Low-Value Audiences

While Low-Value Audiences might not sound super appealing to target, they can reveal key insights for your brand. This is the segment of consumers who had little to no loyalty to your brand prior to the campaign and were not influenced by it.

For example, this bucket could include consumers who normally don’t visit Sephora stores despite seeing ads for them. While this segment was not responsive to Sephora’s messaging the first time around, it does not mean they never will be in the future. For example, what if one of those consumers wanted to buy perfume as a gift? If they’re not very familiar with makeup stores, where they go will be based largely on their awareness of beauty brands. Since they’ve been exposed to Sephora ads, those types of consumers are more likely to purchase the perfume from a Sephora — assuming they haven’t seen ads for other beauty retailers.

In this way, targeting this segment with more generalized ads with the goal of brand awareness can eventually convert customers in this group to buy. However, of the four segments discussed in this blog, this is the least valuable for your brand to target in the short term.

4. High-Potential Audiences

Finally, let’s consider High-Potential Audiences — perhaps the most lucrative segment of consumers for your brand. This is the group of consumers who had low or no loyalty to your brand prior to your campaign, but who were positively influenced by it.

For example, let’s consider a group of people who have no loyalty to pharmacies — they’ll visit a Duane Reade or CVS equally, based on whichever is more convenient. After they saw a campaign for CVS’ HealthHUB locations, they visited a CVS location to pick up some toiletries.

This segment presents an excellent opportunity for targeting, as they are potential new customers who are very receptive to your messaging. This is a great group to retarget or build look-alike models from, in order to access groups of like-minded new consumers who might be influenced to purchase from your brand. 

Increasing Customer Lifetime Value

Ultimately, you want to maximize the value from all of these buckets. These segments of consumers are not immutable — ideally, you want to move customers up the value chain into different buckets, to increase their lifetime value to your brand.

As follows, you want to convert low-value customers into high-potential ones, convert high-potential customers into loyal ones, and eventually turn loyal customers into high-value customers. It’s all about maximizing customer lifetime value.

In a competitive market, incrementality can help you increase your piece of the pie — maximizing the number of customers who will shop at your brand.

Start activating audiences based on incrementality today by connecting with one of the experts on our team.

The post 4 Customer Segments You Need to Know About Now appeared first on Cuebiq.

If you’ve been following along with our blog, you’ve seen us tout the many benefits of incrementality. As a refresher, incrementality enables you to understand the true impact of your cross-channel advertising. How? It illustrates the incremental impact of your campaigns on driving new visitors to store, rather than just reinforcing those who probably would have visited your store anyway. 

For a deep dive into how exactly incrementality works, be sure to check out our e-book: Visit Incrementality: The Key to the Future of Measurement. 

Now that you’re familiar with incrementality, you’re probably wondering how you can activate it to your advantage. Here are three ways to implement incrementality in your marketing strategy so you can maximize your return on ad spend.

1. Segment Consumers Based on Channel and Campaign Influence

First up is segmenting consumers based on incremental visits. This is possible with incrementality at the consumer level, as it allows you to understand a campaign’s impact on each consumer. Then, you can drill down on how each channel influenced consumers differently and segment consumers based on how the campaign influenced them. For example, you might see that your campaign drove more incremental visits from mobile ads than TV ads, so you could then adjust your campaign parameters to focus more on mobile in the future. 

What’s more, you can use incrementality to segment your consumers based on how, or if, their behavior changed upon being exposed to a campaign. If consumers respond positively to your campaign and visit your stores, you can segment them based on how much value they have to your brand. For example, you might identify a segment of those who are not yet loyal to your brand but have high potential, based on their response to your messaging.

2. Target Audience Segments With Tailored Messaging

Once you’ve successfully segmented your audience, it’s time to target consumers accordingly. In the above example, it would make sense to retarget the segment who is not yet loyal to your brand, but has demonstrated high potential based on their conversion after viewing your ad. You can also build look-alike audiences based on these criteria to expand your audience targeting in a strategic manner. 

Furthermore, it’s important to realize that while incrementality does highlight those new visitors to your store, it also reveals those who are loyal to your brand. Once you have identified a segment of brand-loyal consumers, you can target them with tailored messaging to retain them and keep them invested in your brand, increasing their lifetime value.

3. Allocate Media Spend Based on Campaign Performance

Finally, you can allocate your media spend based on how it’s driving incremental visits. To start, you can optimize budget allocation by customer segment based on the efficacy of each channel. You can also reallocate spend to those segments you have identified that provide you with the most value, withdrawing spend from those you have found less valuable.

On a more holistic level, you can use offline measurement to see how the campaign is running in real time so that you can optimize it on the fly. Over repeated campaigns, customer-level incrementality also shows the evolution of visits per dollar spent across time. You can decrease your cost per incremental visit (CPIV) while increasing your overall return on ad spend. This means you’ll be using your budget more wisely, all while driving more value.

Ready to activate incrementality? Connect with one of the experts on our team to get started today.

The post 3 Ways to Activate Incrementality in Your Marketing Strategy appeared first on Cuebiq.

The holiday season is upon us, and so is the end-of-year advertising push. And why not? Consumers spent nearly $789.4B during the 2020 holiday season despite the pandemic, and are projected to spend even more this year, so marketers are looking to secure this increasingly large piece of the pie. 

But how can you make sure your ad spend doesn’t get lost in this year’s holiday shuffle? It’s simple: Give your campaigns the gift of location-based audiences. According to the NRF, consumers are planning on spreading out their holiday purchases this year at a variety of offline destinations, including department stores, discount stores, fashion, electronics, and more. Offline audiences can be the perfect addition to your campaign, as they’ll allow you to target consumers based on their interests in the real world and drive them to store. 

Here are four ideas to help you get the most out of this year’s holiday campaigns. 

1. Stay Top of Mind 

It’s important to start targeting well before Christmas to ensure you reach the eager, in-market shoppers during this brief buying cycle. Activate your campaign by connecting with consumers who made verified visits to retailers in your vertical, or complementary verticals, in the past 15 days, which signals they are on the hunt for holiday purchases that fit your campaign goals.

2. Capitalize on Holiday Travelers

This holiday season, more Americans will be traveling over the holidays. Using location-based audiences, you can reach those who traveled during the 2019 holiday season, based on historical data. These audiences can be comprised of those who were seen at rental car locations, airports, or hotels. You can target these audiences with advertising to inspire them to choose your travel brand, convenience store, or gas station brand while they’re on the road again this year.

3. Gain and Retain Customers

The holiday season is the last time of year you want to lose out to competitors, but by using cutting-edge, predictive audiences, you can make sure you don’t. Predictive location-based audiences allow you to target your at-risk customers who show signs of straying from your brand. They also provide you with the opportunity to capture your competitors’ weaker customer base. The ability to gain and retain customers during the largest spending quarter will be sure to make you jolly this holiday season — especially once you see your return on ad spend.

4. Make It Relevant

Want to really cut through the noise? Make it relevant to consumers. Location-based audiences are based on data that’s collected throughout the consumer journey, so you can slice and dice metrics to create your perfect segment to target those on your “nice list.” Combine metrics such as frequency of visit, lifestyle habits, specific locations, time frames, and more in order to deliver a truly relevant and personalized message to your consumer, resulting in a stronger relationship and brand affinity.

Have any questions or want to learn more about these targeting tactics? Feel free to reach out to our audience team or check out our 2021 Holiday Audience Targeting Guide.

The post Give Your Holiday Campaigns the Gift of Location-Based Audiences appeared first on Cuebiq.

If you work in marketing, you know how important it is to get your customer profile just right. It’s critical to understand who your target persona is on a granular level, so you can understand how best to connect with them. What’s more, aligning your content to these customers’ behaviors and desires will help you increase revenue by developing a stronger brand affinity.

In building out your customer profile, there’s one resource you might not have considered that can be a major asset to you — location data. You can use location data in a myriad of ways, one of which is to understand the offline behaviors of your customers and prospective customers. This can inform how you target them, and even reveal certain new audiences for you to activate that align perfectly with your customer profile. 

Enhancing Your Customer Profile With Offline Intelligence

If you’ve created a basic customer profile, you’ve probably already included all the demographic and psychographic attributes of your customers. That is to say — you know them pretty well and understand what they’re seeking. In addition, you know what kind of marketing resonates best with them, whether it be Instagram influencer ads or print newspaper placements.

With offline intelligence, you can unlock all sorts of other attributes about your customers that you might not have had access to before. Using offline data, you can see the complete journey of how your customers are behaving in the real world, which you can marry with the online data you already have to create a robust customer profile. 

Specifically, you can use location data to understand how loyal your customers are to your brand, which of your competitors they’re visiting, and what their affinities are for other brands that might be complementary to your own. These nuggets of information can help you flesh out your customer profile to make it as comprehensive and representative as possible.

Targeting Audiences Based on Offline Behaviors

To go one step further, you can use offline data to activate audiences that fit into your customer profile. At Cuebiq we offer premium solutions to take your customer profile to the next level. Once you’ve identified the consumer behaviors that are most valuable for your brand, you can target your media impressions against audience segments that have a higher chance of converting. Take a look at a few examples below:

Branded Audiences

With branded audiences, you can reach segments visiting specific brick-and-mortar store locations, such as Macy’s or Sephora. This can be helpful if you sell a product in a big box store and want to target frequent visitors of that store with your ad. 

For example, if you work at P&G selling Clorox, you could identify a segment of consumers who frequently visits Stop & Shop and then target them with ads. 

Loyalty Audiences

Through loyalty audiences, you can target consumers that display loyal visitation patterns to stores. You can use “day-parting” to understand the most popular time of day consumers visit certain locations to create segments based on preferred time of visit.

For example, if you work at Starbucks, you could target late-afternoon coffee shop consumers in your advertising efforts.

Seasonal Audiences

With seasonal audiences, you can direct your ads to consumers who typically shop for specific holidays or seasonal events. 

For example, if you work at Lowe’s, you can direct your ads toward Holiday Shoppers to drive people searching for gifts into your stores.

To see more offline audiences available for targeting and tips for activating them, be sure to check out our Holiday Audience Targeting Guide.

The post How to Enhance Your Customer Profile Using Offline Intelligence appeared first on Cuebiq.

If you work in marketing, you’re probably already segmenting and targeting your audience into groups that are relevant for your advertising efforts. However, you might not yet be targeting audiences based on their real-world behaviors — which can yield significant results in terms of helping you reach the audiences that will drive the most conversions. 

Why Are Location-Based Audiences Important?

Location-based audiences allow you to target consumers based on their offline behaviors. This is important because you need to understand who your audience is and how they behave in the real world. Knowing their interests and offline behaviors, such as which brands they’ve visited previously, can help you predict where they’re going to visit next, so you can target them accordingly. 

What’s more, once you launch a given campaign, you can measure which ad impressions influenced in-store visits — and identify the most valuable media channels and audience segments. This is a process known as offline measurement, which allows you to optimize your campaigns in real time based on store visits, so that you can reduce ad waste and shift your ad impressions toward the best-performing segments and media channels. Offline measurement is an essential complement to your audience targeting strategy, as it allows you to validate your efforts by proving ROI and leveraging real-time insights to increase your return on ad spend (ROAS).

Capitalizing on Offline Audiences

Now that you understand why offline audiences are important, you’re probably wondering how you can implement them to your advantage. Below are three key ways you can use location-based audiences to improve your marketing strategy.

Build Better Personas

With location data, you can enrich your customer profiles and build better personas. While you may already have psychographic and other attributes of your consumers, location data can add an extra layer to help you make those profiles more robust. Gaining a comprehensive view of your consumers’ online and offline behaviors can give you a complete view of their journey, which you can use to target them better. 

Conquer the Competition

In addition, offline audiences are key to helping you conquer the competition. Through location data, you can see which segments of your competitor consumers are the most vulnerable and likely to switch brands, and then target them for competitive conquesting. 

Measure Brand Loyalty to Prevent Churn

Understanding how loyal consumers are to your brand and keeping tabs on this metric is also critical. By looking at how loyal they are over time, you can monitor for any decreases in loyalty — aka visits to competitive brands — and target accordingly to prevent churn.

Real-World Audience Segments Available for Targeting

To help you take full advantage of the power of location data, Cuebiq offers a variety of location-based segments that are available for targeting: 

Geo-Behavioral Audiences

With geo-behavioral audiences, you can target consumers based on their offline behaviors and interests.

Examples: movie goers, QSR lovers, apparel shoppers

Branded Audiences

Through branded audiences, you can activate segments visiting specific brick-and-mortar store locations.

Examples: Starbucks lovers, Macy’s shoppers

Seasonal Audiences

With seasonal audiences, you can direct your ads to consumers around seasonal events and maximize your holiday campaigns.

Examples: Mother’s Day shoppers, Holiday Shoppers

Loyalty Audiences

Through loyalty audiences, you can target consumers that display loyal visitation patterns.

Examples: lunch QSR loyalists, weekend casual diners

Predictive Audiences

With predictive audiences, you can anticipate specific behaviors and target churning consumers.

Examples: pre-movers, Taco Bell churners, device switchers

B2B/Professional Audiences

With B2B/ professional audiences, you can target consumers based on their occupation.

Examples: on-demand workers, retail workers

Custom Audiences

Finally, you can build custom location-based segments that are tailored to your specific campaign needs. 

Examples: Starbucks lovers that go to the gym weekly

Interested in targeting one of these segments? Check out our Audiences page for more info.

The post How to Use Offline Audiences to Your Advantage appeared first on Cuebiq.

Learn how to ace your media strategy in Q4! We’ve put together some quick tips to help you plan for the upcoming holiday season and reach audiences that will drive conversions, so you can maximize your ROI this holiday season.

The post How to Ace Your Audience Targeting Strategy appeared first on Cuebiq.