As an agency, when delivering display campaigns we have many options to target delivery to the right audiences. First-party audience data is one of the core ways of doing this. We always make the most of our client’s most powerful asset; their first party data, especially when being used for direct response campaigns.
Whether this is modeling look-a-like audiences from on-site behaviors and customer databases, or building remarketing lists and onboarding customer databases for suppression, modeling or lead nurture. Third-party audience data can also be a valuable targeting tool. We work closely with key data providers to ensure we only buy the most reliable, up-to-date and effective segments.
These range from inferred behavioral segments to verified demographic information from credit bureaus and other brick-and-mortar institutions.
As valuable as first party data is audience derived from behavioral or demographic data is a key element of branding and prospecting activity – no different to TV or Direct Mail.
Buying particular types of users makes great sense, especially if your product or service is squarely aimed at a certain element of society. However, the sheer amount of data can make this challenging in digital and the quality of that data can be difficult to assess.
Quality Mortgage Leads are passionate about testing and optimization of all display activity from direct response to awareness. Not only do we work with data providers to understand how they collect and segment the audience we are buying but we also quickly optimize and observe performance to find the right audiences for your activity.
Where a campaign can benefit from a targeting overhaul we can quickly and easily look at who our client’s customers really are and immediately use this information to augment the targeting of awareness activity as well as prospecting activity.