Can You Reach Spanish-Speakers Accurately?
What language people speak at home can be a compelling piece of information for marketers. And while we have looked at Hispanic segments before and found they did not have great accuracy rates, if you’re only looking for Spanish speaking people, you might have much better luck with your targeting. The range of on target […]
For Marketers, Accurately Advertising to Former Members of the Military is a Challenge
If you’re looking to target current and former members of the military, who are often eligible for unique marketing communications, you might be surprised to know that those segments are not as accurate as you might have hoped. In our assessment of different data segments, audiences supposedly containing those who have served in the military […]
Which Segments are More Accurate? Democrats or Republicans?
Political affiliation is an important set of segments for many marketers looking to get their messages out to the voting population and drive understanding of different topics. For Republicans and Democrats, the data isn’t too bad, though far from stellar. The average Truthscore ™ for Republican segments is .76, while for democrats it is .7. […]
No Wonder Advertisers Lost Faith in Demo Targeting
Age and gender are the basis for demographic targeting. Almost any demographically-targeted campaign begins with these attributes. For simplicity, many marketers choose to use combined segments, and it’s an obvious choice. Why select the age segments you want and then overlap against gender, which might compound any errors in the data, when you can select […]
Audience Inaccuracies Wreak Havoc on the Measurement Industry
Digital media’s early promises captured our imagination and drew us all into the excitement of the future. But that enthusiasm also clouded the reality of the challenges that would inevitably hurt the credibility and momentum of our industry. Being the eternal optimist, I always want to believe our industry has finally reached maturity but then […]
Are you trying to reach parents with your marketing spend? Be careful what data sources you’re using.
Many marketers direct ads at the coveted “presence of children” audience, knowing they direct a large proportion of grocery spending. But are they actually reaching those audiences? In our work, scoring data and measuring audiences, we see a lot of inaccurate data and this segment is no different. In one CPG campaign, using PMPs from […]
Looking for a highly educated audience with your marketing spend? Check your data sources!
Many marketers direct ads at an educated audience, utilizing 3rd party segments with a college degree or higher, as the ideal consumers to receive their messages. But are they actually reaching those audiences? In our work, scoring data and measuring audiences, we see a lot of inaccurate data, and this segment is no different. Within […]
Want to Capture Retirees’ Attention With Your Campaign?
Retirees are a hot commodity! From downsizing their houses, relocating for lower cost of living, or taking up new hobbies, they are making changes and spending money. In short, they’re ripe for targeted advertising. The average age of retirement in the US is 62, and the number of retired workers receiving Social Security benefits was […]
How accurate are auto segments in advertising?
The news is all about car sales slowing due to chip shortages. Does this give marketers a great runway to build brand identity for consumers who will have to wait longer to make their purchases? Only if they have accurate data to reach the right audiences who might be interested in their models. Data for […]
It’s Singles Day – But How Can You Find Singles? (Not a Dating App Ad!)
When we look across the data ecosystem, one thing sticks out in life stage segments; it’s pretty hard to accurately find single people. The accuracy for married segments ranges from 0.77 to 0.95, with an average of 0.87, using our Truthscore ™ methodology. But for singles, it’s as low as 0.15 with an average of […]