Advanced Audience Segmentation: Getting Closer to One-to-One Marketing
Over two decades ago, Don Peppers and Martha Rogers published a revolutionary marketing manifesto about the “one-to-one future” of marketing. Peppers and Rogers foresaw a future in which mass marketing would transition to individual-based marketing. With the help of marketing expertise, data and technology (which could only be imagined at the time), marketers could implement mass personalization, creating customized messaging for each and every buyer.
Does that sound familiar? That’s because people-based marketing has gotten closer and closer to being our reality; and the way marketers are thinking of segmenting their users has only become more complex. Recognizing trends in buying habits, extrapolating user behavior patterns based on a set of data points, trying to find “lookalike” audiences, identifying unique custom audiences, are all methods for understanding the individuals that are behind the actions — how they think, act and purchase. We have more data at our fingertips than ever before, driving us closer and closer to the one-to-one prophecy.
As marketers, we are well into the midst of this shift already: from the brand and product centric toward individual user behaviour at the center of our marketing efforts. It is a direct sign of maturity around user data and the power marketers have to put it into action.
A recently published eMarketer Report found that the top priority for client-side marketers worldwide in 2019 is ‘Better use of data for more effective audience segmentation and targeting,” 55% of those surveyed in fact!
Thats over half of digital marketers prioritizing smarter and better audience segmentation! Naturally, our clients are asking, and we are listening. Here are just a few enhancements to AppsFlyer’s Audiences that our advertisers are going to be excited about:
Robustness and Unparallelled Flexibility:
User acquisition is important but not enough. The majority of your revenue may be coming from your already existing customers; being able to retarget existing customers with the appropriate messaging will ensure that they stick around.
Take the following scenario as an example:
Say you have a user called Jane.
Jane has expressed interest in your product, and even installed your app about two months ago. She made one expensive purchase one day after installing, but at some point afterwards stopped engaging. A sophisticated retargeting strategy means that you, as a marketer, will target once highly engaged users, such as Jane, with specific offers or promotional tactics to entice those users with something new, in order to persuade them to make a new purchase, complete their purchase or reuse your app once more.
In the past, creating one segment for retargeting was acceptable but today, you must finely segment those users to advanced groups by their behavioural traits, in order to understand the complexity of your user pool.
Let’s go back to Jane – You would create a multi-layered criterion segment for users like Jane:
|All users in the US who have installed between 53 and 60 days ago, have made only one expensive purchase over $100 in revenue and speak English|
By layering a few rules and targeting a very specific segment, you can customize the right message for users like Jane, choose a push notification to do so, with the perfect promotion on highly valuable purchases, and at the exact right time of day based on timezone.
Now imagine needing to do this at scale! In an ever changing, digital, customer-centricity world, where the optimal customer journey separate the leaders from the runner-ups, it’s no coincidence that advertisers who can scale their audience segmentation swiftly are thriving.
Select from different date filters to refine your audience even further. Choose users who have installed, engaged or uninstalled your app on a specific date, in between specific dates or within a date-range (for example – 45 days back).
Options for date segmentation:
- In the last [defined] days: filter your data looking back X days and from the present day onward
- Between defined dates: select the exact start and end date to segment by
- At any time: include the entire date range from the first date where audiences were available within AppsFlyer
With the new import audience feature, managing all your audiences in one centralized place is just a click away. You can now bring in your custom segment previously created outside of AppsFlyer to manage and optimize together with your AppsFlyer created audiences. If you are using an internal tool or have an existing CRM list, you can quickly import those existing segments into AppsFlyer and connect to various networks of choice – one or more, depending on what you select!
Simply import a new audience by selecting the “import” button from the creation flow. We will pull the audience from either a CSV or API connection making the process quick and easy.
Split Test Audience by %:
A/B test by uploading the same audience to different networks at the same time to see where that audience may perform best. Take it a step further and analyse the data to better understand incremental impact of your marketing campaigns cross channel. With AppsFlyer’s split audience feature, you can choose to split up to 10 times giving you control when working with various networks at once without the worry of spamming your users with the same message. This is a great way to find your best users across various networks, truly maximizing on your marketing dollar.
Owning your data:
By choosing the most secure mobile attribution platform, you can be sure to integrate audiences in a discreet and reliable way, only sending the necessary data to the ad network of your choice. All you need is to simply send the Advertising ID and Device ID together with a push token to the partnering networks from the AppsFlyer dashboard. In the past, advertisers would send the entire user engagement data to the DSPs, publishers or ad networks, then perform the segmentation rules there; which means that an advertiser is sharing the entire list of users with that network.
2019 is already bringing with it a set of challenges around growing audiences insights. By managing Audiences with AppsFlyer, you control how much of the data is shared with an ad network and at what frequency. AppsFlyer makes sure your data is controlled by you and is always secure regardless of the end point.
Audience’s Tool together with People-Based Attribution gives mobile marketers the power of cross-device, cross-platform attribution and advanced targeting to optimize on their digital strategy while also analyzing incremental lift, and ensuring the highest standard of security and privacy offered in the industry today.
For more information on Audiences, click here or reach out to your CSM today.