Sometimes, the usual methods of playing off of consumers’ behavioral signals (e.g., retargeting) or using demographic targeting aren’t enough to find and acquire new customers. While these hit prospects who are waiting at the top and bottom of the sales funnel, they might miss out on unconventional targets hiding out in-between.
At last month’s Digiday Brand Summit, TruSignal discussed its method of demand creation for locating high-value prospects. By combining offline data and predictive analytics, you’re able to pick up customers that you were missing with your old methods. TruSignal broke the process into three stages: audience creation (finding an ideal customer and determining good fits among prospects), digital campaigns (including programmatic and RTB methods) and measurement of results. When used on behalf of an insurance provider (that was previously targeting on demographics), micro-patterns in the data collected actually pointed to different characteristics to look for: those who felt an affinity toward bodies of water and camping.