Reaching the right audience is the golden ticket for marketers and also one of their greatest challenges. They might have an ideal audience persona in mind, but without data to support their perception, their marketing is misguided. Various vendors, such as those specializing in cross-device or demographics, exist to provide some audience characteristics, but combining the data for clear guidance on audiences is cumbersome.
"Marketers might think they know their users, but the Audience Insights tool offers cohesive data to either confirm their assumptions or reveal new characteristics," said Grant Cohen, GM of the Kochava Collective.
Those key attributes are device information (make, model, carrier, language, location), behavioral data (apps on device, top app categories, visitation for major points of interest [POI], top POI categories) and user demographics (age, gender). Marketers can upload their own audience to see its makeup. They can also build a custom audience based on app usage or POI visitation for their own brand or their competitors and see its composition. The Audience Insights visualization can easily be emailed to stakeholders, or downloaded as a PDF.
"Audience Insights is a simple, versatile tool, effective for advertisers and supply-side partners alike. Marketers can use it to better understand their audiences for targeting or even product development," Cohen said. "Supply partners can show their advertisers evidence of the kinds of audiences they are selling."
The tool is included with a Collective account. Marketers and supply partners can use Insights on any custom or uploaded audience.
About Kochava Kochava Inc. (www.kochava.com) offers a unique, holistic and unbiased analytics platform to plan, target, engage, measure and optimize media spend. The Kochava platform for mobile and connected devices combines potent features and global coverage with thousands of network and publisher integrations, allowing advertisers to target audiences and measure campaign performance with precision. Real-time customizable visualizations give users fluid access to a full spectrum of data points, providing robust segmentation capabilities and real-time actionability. Yielding the most powerful tools in the ecosystem, Kochava is chosen by top brands across industry verticals to measure the largest and most sophisticated ad campaigns.