On June 16th 2015, Digilant announced the launch of its Consumer Persona Solution – this is aimed at providing advanced analytics which will make consumer data more actionable and improve targeting for the company’s clients globally.
Digilant is a leading global programmatic media company that partners with the world’s most prominent agencies and brands and provides customised and scalable programmatic media solutions.
Consumer Pesona was created to offer advertisers a way to analyse their consumer data and make it more actionable in real-time. This dynamic new solution digests first party, third party and Digilant’s proprietary data. It creates a data visualisation of consumers which are grouped into segments based on multiple shared characteristics and behaviours. Consumer Persona then identifies unique target audiences for campaigns and advertisers based on where these characteristics and behaviours overlap. The technology calculates potential lift for each audience, identifying which audiences are most likely to convert for each campaign, and incorporates the predicted lift into the automated bidding strategy.
Krishna Boppana, Chief Data Scientist at Digilant, stated – “In working with our global advertisers, we have seen that more times than not they are targeting audiences based on traditional, static personas, as targeted consumers failed to convert on the call to action”. He added, “Consumer Persona addresses this issue by using authentic, real-time data to create personas that are based on actual human behaviour, helping advertisers to better pinpoint consumers for campaigns instead of targeting those who may fit the criteria on paper, but not in reality. This new data science-driven capability has already been proven to increase ROI for clients during beta testing, and we are excited to announce its general availability to advertisers, allowing them to take a deeper dive into their data to make it more actionable and profitable.”
Applying an algorithm in a meaningful and actionable way is one of the many challenges of data science. By leveraging a combination of existing data points and all behavioural targeting signals, Consumer Persona presents brands with a graph that illustrates ideal consumers. Additionally, it points out those who the brand believes to be potential customers, but who in reality do not actually convert. The graph also shows where consumers are in the purchasing funnel. In this visualisation, brands and agencies can isolate audiences to easily identify which groups of consumers convert and when, allowing clients to optimise ad spend by targeting only the highest transacting audiences.
Clients are effectively leveraging new findings they have uncovered through Consumer Persona to adjust campaigns and, in doing so, have seen a true audience extension by doubling the amount of unique users reached – less than 10 percent of which overlap with other targeting tactics – increasing conversions by more than 36 percent, and achieving a 5 percent lower CPA than traditional retargeting efforts.
For more information about Consumer Persona, please visit http://bit.ly/1EZRYrI.
Digilant, a global programmatic media pioneer, partners with the world’s leading agencies and brands to provide customised and scalable programmatic media solutions. Powered by insightful and actionable data science, Digilant’s display, video, mobile, and social solutions are delivered through a world-class service offering. The company’s advanced technology platform, which includes a data management platform (DMP), connects brands with relevant and unique audiences by activating first party, third party and its own proprietary data. Headquartered in Boston, Digilant has offices in Barcelona, Bogota, London, Madrid, Mexico City, Milan, Monterrey, Sao Paulo, and across the U.S. For more information, please visit www.digilant.com or follow the company on Twitter at @Digilant_US. Digilant is an ispDigital Group Company.
ispDigital is a technology-based marketing services holding company driving innovation and solutions at the intersection of earned, owned and paid media. Together Acceso (earned), Antevenio (owned), and Digilant (paid) provide cross channel and cross device, closed loop marketing solutions. Headquartered in Boston and Barcelona, ispDigital has offices in Brazil, Chile, Colombia, France, Italy, Mexico, Panama, Peru, Spain, the United Kingdom, and the United States. ispDigital is majority owned by Inversiones y Servicios Publicitarios (ISP), an investment company fully owned by the Rodés family. For more information visit www.ispdigital.com.
Business and Corporate Development, ispDigital