Audience management
Audience Management
Your customers identify with your company and products when you understand their needs and wishes. So cluster your customers according to their wishes and needs with the fusedeck® audience manager, in order to appeal to your target group effectively. You can thus reach individual customer segments in a targeted manner with messages tailored to them in the right places. Moreover, the audience builder gives you control on when which data should be shared with third-party systems.
Function
Investments are usually required in paid media in order to grow in owned and earned media. You can often reach your target groups with third-party providers such as Facebook, Instagram, YouTube, and LinkedIn. To push your valuable first-party data economically and efficiently to third-party systems, you can automatically create user-defined target groups with fusedeck®.
The audience builder enables you to save customer data between sessions and create complex user profiles with different quality and engagement scores for various categories. Use this information to appeal to users with highly specific ads and messages. There are hardly any technical limits here; so you can choose values from variables and triggers, such as product IDs, order values, currencies, user IDs, and other objects, that can be collected and processed with fusedeck® as standard.
Use cases
To reach your target group on advertising platforms such as Facebook, you normally need to share data with the third-party provider. The unfiltered sharing of data – even with consent – results in a loss of your data sovereignty and cost efficiency. After all, you don’t know which users are attractive enough for you as a company. For this reason, fusedeck® automatically creates different clusters of target groups, divided into “suspects” and prospects for example, in order to appeal to them in a more targeted manner.
Based on numerous engagement scores, fusedeck® determines different qualities of user groups that you can actively reach at different bidding prices on programmatic platforms as well as in walled gardens as custom audiences.
It also often makes sense to transfer existing customer data from your data management platform (DMP) to the fusedeck® audience builder to reactivate active and valuable target groups.
Reporting
Holistic reporting on your target groups is possible with fusedeck®: from user engagement on the platform and the activation of target groups on third-party platforms to the performance of paid media traffic and the incremental benefit.
You can compare in a funnel report, for example, whether the target groups activated as “suspects” or prospects not only resulted in more conversions but also had a branding influence due to higher engagement or their return via other channels.
Therefore, you can handle the challenge of many silos in online marketing from a single source in the fusedeck® platform and maintain control and ownership of your marketing data and your customers’ data.