Internet Marketing Digital_marketing_for_dummies | Page 315

Honing In on Your Audience
After you segment your audiences, you can drill down further and gain more detail. Now
is the time to run reports to figure out who’s taking the action you want, such as opting in,
and who’s not, so that you can do more of what’s working. Reports give you a better
understanding of your audience, and understanding your audience leads to driving down
ad costs, or figuring out better strategies for monetizing the leads you’re getting!
You should look for two main types of data:
Demographic
Psychographic
Demographic data describes what people are like. Generally, this data includes statistical
details like age and gender but can also include the type of device they’re using as well as
their location. Demographic information helps you understand exactly who you are
speaking to and guides the targeting you use in your campaigns.
Psychographic data, in contrast, describes what people like. This data is all about interests,
hobbies, and likes, and it speaks more to the personality of the audience. Psychographic
information is most powerful when you use it to shape your messaging.
Figure 12-6 shows a breakd own of the data types and what they’re best used for.
Source: https://analytics.google.com/analytics/web/?authuser=1#report/visitors-
overview/a54278530w87158541p110653994/%3F_.useg%3Dbuiltin28/
FIGURE 12-6: The best uses for demographic and psychographic data.
In the following sections, we build one report to look at demographic data and one to look
at psychographic data. This way, you can easily run these reports for all kinds of audience
segments.