How Can Consumer Behavior Data Be Used for Marketing?
Consumer behavior data can be used to gain insight into where consumers are going and what they are doing in order to gain a deeper understanding of who they are. This information can then be used to develop more specific and strategic marketing campaigns, define more precise audiences to target, create lookalike audiences, and more.
Here’s how, with Azira’s Marketing Intelligence Platform, you can use consumer behavior data to create a high-impact marketing campaign from start to finish:
Step 1: Create Custom Audiences
Decide who you want to target and create unique audiences around those people.
Step 2: Activate Campaigns Across Channels
Market to your target audiences across the channels they use.
Step 3: Achieve Offline Attribution
Measure whether the audience you targeted actually showed up in the real world, including in stores, restaurants, and tourist destinations.
Let’s dive into how, with consumer behavior data, Azira can enable each of these steps in detail.
Create Custom Audiences
With consumer behavior data, Azira can enable you to identify target audiences based on real-world behaviors. The possibilities are truly endless for curating niche audiences which you can then reach with highly customized messaging. Here are a few examples of how audiences can be created specifically for Retail, QSRs, and Tourism.
Retail:
In the retail sphere, imagine honing in on audiences like deal seekers who frequent swap meets and discount stores, or luxury lovers who seek premium shopping experiences. Here’s how you might create a luxury audience of high-income shoppers:
QSRs:
For Quick Service Restaurants (QSRs), targeting fast food fanatics eager for quick, convenient dining or diners looking for value-driven meal options can be pivotal to strategic marketing efforts. Here’s how you might define an audience of fast food fans while they’re on a road trip:
Audience of Fast Food Lovers on a Road Trip
Travel & Tourism:
Within Travel & Tourism, there are many possibilities to create highly-specific audiences, whether you’re looking to target golf lovers, bachelorette parties, concertgoers, outdoor enthusiasts or any other audience you can imagine. Here’s how you might target an audience of outdoorsy tourists to attract them to Portland, Oregon:
As you can see, the possibilities for creating unique audiences are endless. With Azira's Marketing Intelligence Platform, you can also see the size of any curated audience as you build it, so you can budget accordingly.
Activate Campaigns Across Channels
Once you select the custom audiences you want to target, Azira can help you seamlessly deploy campaigns across different channels and ad networks for mobile display ads, paid social media, CTV, and more.
Audiences can be activated across ad platforms, including Meta, Google, TikTok, CTV, etc.
Activating Cross-Channel Campaigns:
Here are a few capabilities to look for when activating your campaign across channels
- Upload Audiences to Social: Once you curate an audience, it should be easy to upload that audience to social ad platforms such as Meta.
- Maximize Match Rates:Match rates are the percent of your curated audience that can be matched to a user ID on an ad platform. Once you deploy an audience to a specific ad platform, you want to get as high a match rate as possible in order to maximize your potential audience. For example, Azira audiences often see a match rate on platforms like Meta of 40-70%. Azira offers best practices to our clients on how to maximize those match rates.
- Enable ID-to-device Bridging:ID-to-device bridging allows you to connect with audiences across channels. This way, you can target at a household level via CTV, augment campaign performance by reaching audiences across multiple devices, and more.
High-Impact Campaign Ideas:
Here are some specific ideas for using Azira’s consumer behavior data to create impactful campaigns:
- Win Back Lost Customers: Every organization inevitably loses customers, but consumer behavior data can help you get them back. Some of the most important questions to answer for effective win-back campaigns require data outside your first-party data, such as:
- Where have your lost customers been going?
- Have they been visiting your competitors?
- Could there be another reason the customer stopped coming, like they moved job locations and your store is no longer convenient?
Consumer behavior data can supply answers to help distinguish exactly why the customer didn’t come back and how to win them back. This intelligence can help you correctly target the lost customers with the highest potential to be won back, with the messages most likely to resonate.
- Use Multi-touch Campaigns Across Channels to Increase Conversions:There are so many ways marketers can reach any audience today that it’s now just as critical to choose the right channel as it is to develop the right message. This is true whether you prioritize digital or non-digital channels. Social media, search, mail, and out-of-home (OOH) advertising all have their place, sometimes even in a certain order, and it all depends on the audience.
With the right data, you can target the right channels for your audience, and build personalized, multi-touch campaigns that combine multiple channels, even OOH and digital touch points. With consumer behavior data, you can combine these channels creatively, retargeting people who walked by a billboard or a store location with digital ads, and then track their actual conversion to in-store footfall. You’ll even learn just how many touches your average prospect needs before they walk in the door and become a customer.
- Target Your Competitor’s Customers: One of the most powerful advantages in business is knowing the competition. However, when you rely only on your own data, it can be difficult to gauge exactly how you compare to your competitors. Consumer behavior data sheds light on questions like:
- How many visitors are coming to your stores vs your competitors’?
- How far do customers travel to visit your stores compared to your competitors’? How much time do they spend there?
- What are the demographics and other characteristics of your competitors’ customers?
These details reveal how much your customers’ demographics overlap. As you understand your competitor’s customers better, you can also target them with personalized ads that resonate with their affinities, whether they’re a pet owner, parent, or fashionista.
- Promote Experiences to In-Market Tourists: For tourist destinations, there’s potential to win more wallet share even after a tourist has arrived in your market. Drive visitation to specific attractions, restaurants, and more with targeted campaigns to tourists while they’re in town. Consumer behavior data can help you identify an audience of tourists who are currently visiting your destination from other markets, so you can let them know about attractions and then measure the impact of those campaigns.
- Use Custom Retargeting to Promote Events & Attractions: Increase attendance to key events, sales, and attractions with specific targeting and messaging. For example, a food festival in New Jersey partnered with Azira to generate awareness and visitation to their event by targeting people who had visited similar events in the past few months.
Achieve Offline Attribution
Once your campaign has launched, Azira’s consumer behavior data can allow you to measure the effectiveness of marketing campaigns for both online and offline attribution. This data can show how many people saw an ad and then went on to visit a particular location. You can measure media that’s run across a variety of channels, whether your ads are placed on mobile devices, desktop computers, CTV, and more.
How Does Attribution Work?
Pixels and UTM codes are the keys to allowing attribution. There are two types of pixels:
- Media pixel - Runs alongside the ad, capturing the timestamp, user and more
- Website pixel - Placed through a service like Google Tag Manager, shows behaviors on the website, including pages viewed and CTAs clicked
- Impressions
- Visits by Point of Interest
- Visits by Creative
- Visits by Day, Week and Line Item or Tactic
- Origin Markets, Length of Stay
- And More
With UTM parameters, you can also understand which specific pages on your website someone visited, the source they came from, and specific campaigns they saw.
Sample Attribution Reporting
Azira's Marketing Intelligence Platform enables a wide range of measurement possibilities, helping marketers understand the real-world impact of campaigns, from how frequently customers visited your stores to how long they spent there. It also gives you visibility into attribution broken out by demographics and psychographics to enable optimization and maximize return on investment.
Here are a few examples of attribution reporting and what’s possible:
Attribution Lift Index: Understand how much of the audience exposed to the campaign came to your location compared to a control group to demonstrate real-world campaign impact.
Dwell Time & Distance Traveled: Compare how far those who saw your campaign were willing to travel and how long they stayed in store or in market versus the control.
Attributed Footfall Overview by Demographics: See a breakdown of how your campaign performed against key demographic and behavioral segments so you can optimize accordingly.
Attribution in Action
In this example, a destination near the University of Notre Dame wanted to attract visitors to an upcoming football game against a team from Cincinnati, Ohio. To do this, they partnered with Azira to target football fans from Cincinnati through a variety of channels with ads promoting specific deals for hotels and restaurants in the area. Azira was able to not only track the online campaign metrics, including impressions and clicks, but also was able to see the offline attribution, identifying that thousands of visitors who saw the ad showed up in Notre Dame for the game, with hundreds who came to one of the hotels promoted.
