Walk the Walk: Audience Development Based on Behavior vs. Assumptions

Following our previous discussion on a very common problem with audience development, we wanted to outline the key steps we consider when creating an audience strategy.

Moving away from interest and affinity based audience development towards behavior based segment creation and lookalike modeling allows us to step beyond our simplified, relative assumptions of our target audience and into something more tangible. Action based behavioral data gives us the opportunity to create segments of people who have expressed interest in the brand at different points in the consumer journey. Leveraging different signals of consumer intent as a baseline for segmentation typically leads to more precise audience segments that can then be modeled out to scale.

After all, we’re defined by our actions, right?