Originally posted to Medium.
When it comes to audiences, marketers have traditionally taken a pinch of science and a dash of guesswork to define who they target. Some call it targeted marketing, while others admit it’s a “spray and pray” approach. What it typically isn’t, though, is precise.
At TRFFK.ca powered by autoTRADER.ca we believe there is a better way. We want your ads to be targeted to people based on facts, not gut instinct, and we approach our audience targeting on this basis. Our data-fed model lets us segment audiences based on an aggregation of data sources, which allows us to make sure it is targeted, personalized, relevant, and, most of all, efficient. Refined audience data enables you to hone in on the precise user who is most likely to care about your brand or product.
How do we do this?
You’ve heard of 1st party data, right? That would be the information that comes from people who visit your website, and it’s an invaluable source of information. Then there’s 3rd party data, which is data sourced from other platforms such as Google. Well, there’s another player at the table, and that’s 2nd party data. This is the data that comes directly from the source, in our case, the autoTRADER.ca marketplace. It’s valuable in itself because it captures information on buyers who are in market for a car and searching with intent. Someone searching for a vehicle on autoTRADER.ca is far better to target than someone who is randomly searching on the Internet. But it’s the aggregation of all this data (1st, 2nd, and 3rd party), the organization of it, and the compound effect that is so impactful. That’s what comprises true audience data that takes targeting to a new level.
Truly knowing your customer isn’t as easy as it might sound. They are browsing on multiple channels, different devices, and generating a range of IP addresses. Gathering all that information and making sense of it is essential to successful audience identification. In addition to analyzing millions of interactions on autoTRADER.ca to precisely model consumer purchase intent, we use Enterprise technology to further hone in on our ad campaigns. We source these directly from large scale publishers such as Double Click (by Google.) Google’s data comes from a variety of places, such as YouTube, Google Analytics and surveys, and they leverage all this information to create affinity listings. We use Retargeting Lists For Search Ads (RLSAs) through display, search, and social campaigns, which give you our campaigns an additional boost for optimization and segmentation. Then, your website data is the cream to the coffee of these two sources, putting the final piece of the puzzle in place to ensure the guesswork is taking out of your campaigns.
When you only have one source of data it is hard to pin your audience down. However, this aggregation of multiple data points builds a clear audience segment that sees the end consumer as a real person who has taken multiple steps in their journey towards buying a car. It marks the end of guesswork marketing and introduces a new era based on fact.
Are you in?
TRFFK powered by autoTRADER.ca is the all-in-one digital advertising solution designed exclusively for the automotive sector in Quebec.