March 25, 2013 1 Comment
eXelate segments share users based on similar browsing behavior, and when those segments are targeting people with similar interests, this overlap can be significant. This heat map visualizes 50 of our most popular segments by shared users. Finding unnoticed relationships among users and segments can be invaluable for advertising campaigns.
For example, Auto Buyers: Hybrids and Shopping: Personal Tech draw from unique sources of information yet show an audience with many of the same users. This can be seen in the intersection of the red row and column. In many ways hybrid cars are a form of personal tech, with an emphasis on sophisticated design, interactivity and advanced technology. Other segments with significant overlap include an interest in green living and an interest in overall health shown in green, and an interest in reading as a hobby and having a cat as a pet shown in purple.
This provides ideas for additional marketing. Personal tech shoppers may be ideal targets for hybrid car sales- interested and inclined to like them, yet existing farther up the sales funnel. Conversely, hybrid car shoppers are ideal targets for personal technology, and would be an incredible target for personal technology which integrates with the hybrid car they may soon purchase. While highly targeted segments present the best sales opportunities, it’s important to consider what consumers look like at all points in your sales funnel and how advertising designed to target a different but related audience may benefit your campaign.