Demystifying Audience Modeling with Data Viz

Successful marketing strategy and deployment begins with an accurate understanding of your consumer base. However, in the age of big data where we are inundated with information, this can quickly turn into a daunting challenge. Audience modeling or clustering can help segment your audience into distinct groups of like individuals. But how does this modeling actually work in practice? And how do we interpret and leverage the results to create successful campaigns? In this webinar, we will walk through an example of Audience Modeling and explore the ways in which data visualization can enrich this process. We will briefly cover establishing KPIs and running an ML model before focusing on the power of data viz for interpretation of clustering results. Finally, we’ll look at how to utilize these findings to drive a lift in ROAS.