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Table of Contents
What do we know about today’s consumers
What does this tell us
Defining audience profiling
Why does it matter
The four stages that matter
Questions your data should answer
Knowing your audience
Creating audience personas
Mapping the consumer journey
Turning data into insight
Creating ideas that stick
Why trends matter
Behavioral science
Getting personal
Metrics that matter
Measuring campaign effectiveness
Tracking people not devices
Questions to consider
About GlobalWebIndex
Introduction
What is Audience Profiling
Marketing that Works
Stage 1|Segmentation
Stage 2|Messaging
Stage 3|Engagement
Stage 4|Measurement
Conclusion57101522
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36Introduction
They expect more from brands; they want a personalized experience at
every touchpoint that speaks to them and them alone.
The demand for brands to tailor their marketing in this way has spurred the
need for in-depth data that goes far beyond basic demographics, profiling
consumers based on their perceptions, interests, attitudes and behaviors.
This data that quantifies consumer perceptions and behaviors on a massive
scale has essentially eliminated the need for guesswork.
Consumer data is every marketer's new best friend. The
reason for this is simple: consumers will no longer accept
blanket messaging.What do we know about
today’s consumers
Half of online adults are now blocking ads on
their mobiles or desktops – almost double the
number reported at the beginning of 2015.
STATS ROUNDUP
91% own a smartphone and 53%
consider their mobile to be their
most important device.
The average internet user now has
up to 8 social media accounts.
Internet users now spend over 2
hours a day on social media.
3 in 4 online adults are purchasing
products online every month.
Online shopping is now a
mainstream activity, with online
consumers opting for a multi-
device approach to purchasing.
30% of online consumers are
using VPNS.。