The Softcrylic Data Science & Analytics team has developed a unique and highly effective approach for leveraging customer data to identify high-value audiences for marketers. Our process takes a holistic view of your customers’ characteristics and delivers deep strategic insights and directly actionable marketing segments.
What is “audience modeling”?
In short: using data to identify groups of similar customers or predict customer behavior.
Marketers have vast data stores of customers’ demographic and behavioral data, spanning potentially hundreds of dimensions per person. One common use case for all of that data is to build personas for strategy and insights. Usually, that entails looking at one or two important characteristics of each individual and ranking or grouping them through a rather narrow lens. Clearly, it would be better to use all of the available data to characterize customers. But how? There is just way too much data to sift through.
We can help! We have experience helping many of our clients turn their inert customer data into useful, actionable customer profiles. Our process leverages our team’s skills and experience handling behavioral data with our proprietary ML-based audience modeling framework, Tapestry Profile. Once your new audiences are constructed, we will help you craft a strategy for taking action on them by serving custom and relevant web experiences to individual personas.
Use Cases
Strategic and audience insights
Segments for ad targeting
Site/web experience personalization
Conversion path analysis
Customer journey mapping
Our Audience Modeling Process
1
Define important KPIs
- What data do you have?
- What data is important for decisioning and strategy?
2
Run ML pipelines and report outputs
- Let the algorithms do the hard part.
- Visualize and report on the results.
3
Analyze results and identify behaviorally intriguing segments
- Compare and contrast statistics across audiences.
- Identify characteristics of each audience that can be leveraged for strategy, targeting and messaging.
4
Create engagement strategy
- Workshop engagement approaches.
- Design statistical tests and prepare audiences for launch.
5
Test and deploy!
- Run tests to validate new audience engagement approaches.
- Put effective strategies into production.
If you are interested in discovering new audiences and uncovering powerful new customer insights using your data, reach out for a free consultation!
