I will take me 5 minutes to write this and this is how much you need to spend reading to understand data.
Yes, you heard me, if you work in marketing and are struggling with data and you need to understand it, I want 5 minutes of your time (maybe less if you’re a fast reader).
Consumer behaviour and audience targeting. You need both in marketing. And data is what gets you them and it’s “soooo complicated”.
Okay, now listen to this: people, consumers, your audiences tell you stuff directly or indirectly. We’ll call these “signals”. They come from what they, the consumers, want (so from search), what they complain about (so from reviews), they talk about (so from social postings). All these signals can be put into small or big groups that give you a general idea about what people want. How? You pull the signals (people will use complicated words like scrape and api) and arrange them into groups based on mutual attributes. You will also need some software. And then you look at those groups and draw conclusions: people seem to dislike the taste of this product, they want this product to be pink, they hate this and love that. That’s data for consumer behavior profiling.
And then you get another piece of software and this one identifies all the “people” — in the case of the internet, browsers — who have sent similar signals. The previous science tells this software what they seem to all want. And the second software then serves them ads. It can get pretty automated if you think signals are easy to read. It can get complicated if you consider the many places the signals come from. And that’s targeting or even programmatic, if you’ll permit me.
Yes, there is software in here. And there are a LOT of signals, but at the end of the day it’s not really hard to grasp.
There. 5 minutes.