Many segmentation schemes were drawn up years ago from survey data and have not been checked since. Intelligent Audience Discovery & Profiling starts from behaviour instead. It groups customers and prospects by what they do, scores their value and intent, and describes each audience in terms that media planners, content teams and sales can act on.
Where it helps
- Segments defined by demographics that behave no differently from each other
- Lookalike audiences built from a seed list nobody has reviewed
- High-value customers who cannot be described well enough to find more of them
- Content and messaging written for a generic buyer rather than a known audience
What we deliver
- Behavioural segmentation. Clusters built from engagement, purchase and journey data, with the differences between them tested and explained.
- Audience profiles. A plain-language profile for each segment: size, value, channels, triggers, objections and the messages that have worked.
- Predictive scores. Value, intent and fit scores for each contact, so segments can be prioritized rather than treated equally.
- Activation sync. Audiences and scores pushed to ad platforms, CRM and messaging tools and refreshed on a schedule.
How an engagement runs
- Assess. We review your current segments, the data you hold on customers and prospects and the decisions the new audiences must support.
- Build. We run the segmentation, validate it against outcomes and write the profiles with your marketing team.
- Integrate. Segments and scores are synced to your activation platforms and connected to the behaviour models that keep them current.
- Run. Audiences are refreshed each quarter, and we report on how each one performed against the campaigns sent to it.
What changes for your team
- Audiences are defined by what people do, not by assumptions about who they are
- Media and content teams work from the same profiles
- High-value customers can be described well enough to find more like them
