Toss Your Audience Assumptions Out the Window

Despite the rise of quantitative marketing powered by machine learning and AI, most marketing decisions are still made on gut instinct versus hard data. The marketers we work with see greater success when they throw their assumptions out the window and go with hard data.

When a marketer uses traditional segmentation hypothesizing as to the right as socio-demographic and other pre-packaged attributes the desired audience should exhibit, sweeping assumptions are made. This is opinion-driven marketing masquerading as data-driven. Consumers increasingly become more unique leading to a breakdown of traditional segmentation processes and attributes. At Semasio we go one level deeper than traditional segmentation criteria to the actual words and phrases objectively consumed by the users objectively engaging with your products. This takes the guesswork out of the audience creation process and ensures objective decisions based on objective data. This is real data-driven marketing.

Semantic Behavioral Targeting analyzes the content being engaged with in real time across the web and creates profiles to identify consumers based on their own terms – specifically, the terms that they choose to engage with. This process is dynamic constantly keeping the semantic behavioral profile up to date.

Processing data this way creates more robust and dynamic semantic behavioral profiles, which are then organized into dynamic, evolving Custom Semantic Audiences for immediate activation.

It’s time we evolve beyond opinion-driven marketing and get really data-driven.

While you're here, check out how to put this strategy into practice.