SAN JUAN, Puerto Rico\u2014Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC\u2019s Danielle Seth.<\/p>\n
In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data and then marketers first- and third-party data \u201cnot just for addressable that NCC Media is selling but across their national TV investment.<\/p>\n
\u201cSo when you start to see how your specific first-party audiences are being exposed across those huge TV video channels, it opens up a lot of possibilities to start to understand reach, frequency the best ways to make the plans to reach your audiences more effectively and efficiently,\u201d Seth says during a break at last month\u2019s Beet Retreat 2018<\/a>.<\/p>\n One topic that\u2019s starting to come up is how to consider audiences to help with advocacy and loyalty. \u201cYou of course aren\u2019t going to build an audience segment against something for advocacy, because that\u2019s going to be a really small audience,\u201d Seth<\/a> explains. \u201cThe returns on that aren\u2019t going to be efficient.\u201d<\/p>\n The way to make addressable work for big national brands is to start building audiences with sub segments with each of the funnel steps in consideration. It involves using data combined with brand health information \u201cthat can indicate that it will eventually drive to a different behavior, or to the behavior you want, and how do you start to layer in building those audiences to serve up more robust audiences across screen.\u201d<\/p>\n The \u201ccool thing\u201d about that longitudinal approach is measuring it across time with the help of partners in the multi-touch attribution space. NCC<\/a> uses Data Plus Math to trend data \u201cso that you really see how you\u2019re driving that path to purchase or that path to advocacy.\u201d<\/p>\n Seth cites the example of building an audience using an audience that has visited a website and then layering on subset of lookalike audience to website visitation. When measured over time, \u201cyou can see pretty immediately that the website audience was driven to conversion more than the audience that was the lookalike model. But the lookalike model was driven to the website and so you can start to see how you can robustly build that out to track how your efficiently moving that consumer through the funnel and hopefully it\u2019s more than just than just your advertising plan.<\/p>\n \u201cYou\u2019re starting to leverage that data in a way that helps impact your creative strategy, your platform strategy, the ad load strategy and such.\u201d<\/p>\n