Internet Marketing Digital_marketing_for_dummies | Page 321

interested in luxury goods to try to get a sense of whether prospects fall on the high end of
the spectrum of income. To do this, look for high concentrations of interest in categories
that indicate wealth, namely luxury items. Here are some general categories to use for this
analysis:
Luxury Affinity Categories
Shoppers/Luxury Shoppers
Auto Enthusiasts/Performance & Luxury Vehicle Enthusiasts
Travel Buffs/Luxury Travelers
Luxury In-Market Audiences
Apparel & Accessories/Jewelry & Watches/Watches
Apparel & Accessories/Jewelry & Watches/Fine Jewelry
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Audi
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/BMW
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Luxury Vehicles/Luxury
Vehicles (New)
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Sports Cars/Sports Cars
(New)
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Porsche
This strategy gives you another technique to understand your users’ income, and thus what
products they may or may not be interested in. For example, if you ran this report and
found that only about 3 percent of your audience for this campaign showed up within any
of these segments, you could safely conclude that the people opting in for this particular
gated offer aren’t wealthy. Therefore, following up with a campaign for a particularly
pricey item is likely to be less successful than one with more moderate, flash-sale–style
offers.