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Defining Your Target With Polygons

Modern marketers are eager to hit the targeting trifecta of finding the right person, at the right time, with the right message. But how can we move beyond an old cliché and bring more effective targeting to fruition?

Finding the right person is accomplished with effective audience targeting. Finding the right person at the right time requires an understanding of where consumers are in the real world during specific times of day. Let’s take a look at a problem retailers face and how to solve this issue with Factual’s Geopulse suite.

THE OBSTACLE
A luxury department store has multiple locations in a major city, including their sub-brand outlet stores. They’d like to message the appropriate audience and reach them in real-time to drive the most in-store sales during their semi-annual Friends & Family sale. A concern is having too much overlap, meaning they are spending advertising budget trying to reach the same audience with different ad sets –– and ultimately wasting ad dollars.

THE KEY TO SUCCESS
Using Factual’s Geopulse Audience and Proximity, this luxury retailer can get the most out of their ad spend without overlap or reduced efficiency.

Step 1: Define Your Audience
Let’s first consider the most effective audience targeting to meet this campaign’s needs. With Factual’s ready-to-use audiences you can start with high-level targeting, or drill further into the psychographics of your consumer. For a luxury retailer here is a layered approach to audience targeting:

Demographic

  1. Gender- Female
  2. Income $100K+

Place Category Visitors

  1. Retail – Department Stores
  2. Retail – Fashion
  3. Retail – Shopping Centers and Malls
  4. Retail – Outlet

Brand Shoppers

  1. Brand Shoppers – Bloomingdale’s
  2. Brand Shoppers – Neiman Marcus
  3. Brand Shoppers – Nordstrom
  4. Brand Shoppers – Saks Fifth Avenue
  5. Brand Shoppers – Saks OFF 5th

Behavioral

  1. Retail – Luxury Fashion Shoppers
  2. Retail – Luxury Goods Shoppers (Affluent Customer)


Step 2: Define Your Location
Now that there’s an audience collection of “who” we’d like to speak to, the next step is to consider the most effective way to use real-time proximity targeting. For many cases, relying on point-radius targeting is an effective means to “speak” to consumers within a desired circular range of your location; however, certain campaigns require a more rigid definition of the desired targeted area, especially when looking to reduce overlap in messaging.

This is where using custom polygons comes into play! In Factual’s Geopulse Proximity Designer clients are able to upload custom polygons for their targeting needs. Here’s a look at two custom polygons uploaded for a luxury store location and their nearby outlet location.

By pairing the power of Factual’s precise Proximity targeting with Factual’s Audience segments, this retailer is able to efficiently and effectively reach the right consumers, at the right time, based on their real-time location, and where they’ve been recently based on real-world behavior.

Image note: Blue highlighted area indicates custom targeted polygons.

Factual’s Geopulse Audiences are built from mobile-first data based on how consumers behave in the real world–– the most powerful signal for understanding who they are and what they want. Factual’s Proximity targeting reaches consumers based on where they are in real-time. By bringing together these forces, we are able to find the most qualified audience, at the right moment.

Interested in discovering what combining Audience and Proximity can do for your campaigns? Or interested in learning more about targeting custom polygons? Contact us here. We’re always here to help!

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