Internet Marketing Digital_marketing_for_dummies | Page 322

Putting It All Together
Armed with the information from your custom reports, you can now take the
demographics and psychographics data and combine it to get a better understanding of the
audience who is opting in to this campaign and have a profile of your ideal candidate for
this campaign. Instead of guessing, you now have proven data to use for optimizing and
scaling your campaign, which in turn can lead to more opt-ins, improved ad relevancy, and
lower CPC. This is the power of crunching numbers and running a data-driven business.
Here’s an example of what your customer avatar profile may look like after combining all
the different data points that you’ve collected on your audience:
Gender: Woman
Age: Late 20s, early 30s
Preferred Device: Smartphone
Estimated Average Income: Under $100k Annually
Role at Work: Nonsupervisor
Likes and Interests: Movies, Celebrity & Entertainment News, Pop Music, Education,
Career Consulting, Dating Services, Home Décor & Gardening Services
Dislikes: Sports, Horror Films, Board Games, Videogames, Automobile Accessories
Based on what has worked so far, you can then take this profile of your ideal candidate and
create a more targeted campaign or scale it to other traffic platforms, but now your
campaign can be even more specific. Armed with this information, you can attack the
campaign from a new angle and speak more directly to your target audience. Imagine what
your paid traffic team could do with this level of detail about whom they are targeting.
You can apply the data strategies covered in this chapter not only to people who opt in but
also to purchasers or, with careful targeting, membership site users as well. In addition,
you can use this strategy for any platform that drives sufficient traffic volume.