Sociodemo integration in WAM
- Ebinehita Juliana Ilogienboh (Deactivated)
In order to assist companies in creating personas and segmenting their customers, we can use sociodemo for activation campaigns in the Weborama Audience Manager (WAM). In WAM, we can create, manage, monitor and transfer our audiences to media partners.
We can start with the Audience Builder, which is where we will find our sociodemographical segments. In the Demographics section under “3rd Party”, we can see our sociodemo criteria; age, education, gender and income. In the Behavioral section, we can see our taxonomies. To create a persona we should use both the Generic Taxonomy and custom MoonFish segments; the Generic Taxonomy segments provide a sort of base while the custom segments help to shape the persona, depending on the client’s needs. We can also use the Geography and Technology sections if we want to create a persona for a target audience in a particular location or who is using a specific type of technology (browsers, devices, operating systems) to access content.
Let’s take a basic example of a small cosmetics brand that wants to create a local marketing campaign in which their target market is women in their mid 20s to mid 30s in California, US. We can start to build a persona for this audience by selecting the Female segment from “Gender”. To have a better probability of only female users, we can raise the quantile to higher than 10. We can also change the recency if we wish to see matching users from 1 up until the last 30 days, and increase the surf intensity to suit our needs.
We can then continue by using the AND or NOT option to include or exclude other criteria. For this example, we will use the AND option to add the other relevant criteria; age segment 25-34, Cosmetics centered segments, and located in California. This will give us the number of unique users matching this criteria within the last 30 days. We now have an idea of possible volumes for this persona and can present this to the client which will help them understand how to proceed with their marketing campaign. We can save our audience by clicking on “Save Audience” in the upper left.
Once our audience has been saved, we can then go into Audience Monitoring where we will be able to see the details, summary and metrics our newly created audience and monitor its volumes. We can also create a data transfer from here.